GSMA Opens Brand App Challenge For Mobile World Congress 2011

Mobile Developers Compete to Develop Brand Apps for Coca-Cola

LONDON, November 23, 2010 - The GSMA today announced that it is now accepting entries for its Brand
App Challenge, a competition in which mobile application developers create
"brand apps" for a select group of global consumer brands, including Coca-
Cola, with its Coca-Cola, Coke Zero and Diet Coke brands. Winners of the
Brand App Challenge will be named at the GSMA Mobile World Congress, which
will be held 14-17 February, 2011 in Barcelona.

"The Brand App Challenge will create networking and business
opportunities which benefit the brands, application developers and the
broader mobile ecosystem," said Michael O'Hara, chief marketing officer at
the GSMA. "This competition taps the creativity and capabilities of the
mobile application developer community to address brand and industry
challenges, and we are thrilled to be working with Coca-Cola to help them
maximise the power of mobile."

Developers will compete by creating customised mobile apps for the
participating brand sponsors based on the objectives and guidance provided by
the individual brands. The apps will address a wide range of mobile operating
systems including Android, Apple iOs, BlackBerry OS 6, HP webOS, Symbian and
Windows Phone 7.

"With the smartphone revolution, app developers stand at the vanguard of
mobile innovation," said Tom Daly, Group Manager, Strategy & Planning, Global
Interactive Marketing Group at The Coca-Cola Company. "Coca-Cola is proud to
sponsor the App Challenge and we look forward to seeing how the world's
developers leverage the happiness our brands inspire via novel and powerful
apps."

Developers can sign up for the Brand App Challenge via an online portal
and then upload a brief video demonstrating their proposed brand app. Each
brand will select five finalists who will then compete to become the ultimate
winner for the respective brands. Submissions for the Brand App Challenge
will be accepted until 10 January and the finalists will be named
approximately one month before Mobile World Congress 2011. The Brand App
Challenge winners will be announced as part of the Mobile World Congress
conference programme and will receive cash awards for their winning efforts.

The Brand App Challenge is an integral element of App Planet, the GSMA's
developer-focused programme at Mobile World Congress. Working with App Planet
ADC partners such as Google, Nokia, Palm, RIM and Samsung, as well as with
its Macworld Mobile partner IDG Expo, the GSMA will target hundreds of
thousands of developers worldwide to encourage participation in the Brand App
Challenge.

For more information on the Brand App Challenge, including criteria for
participation, creative briefs from the participating brands, details on the
submission process and more, please visit
www.mobileappchallenge.com/app-challenges/brandappchallenge/.

About the GSMA

The GSMA represents the interests of the worldwide mobile communications
industry. Spanning 219 countries, the GSMA unites nearly 800 of the world's
mobile operators, as well as more than 200 companies in the broader mobile
ecosystem, including handset makers, software companies, equipment providers,
Internet companies, and media and entertainment organisations. The GSMA is
focused on innovating, incubating and creating new opportunities for its
membership, all with the end goal of driving the growth of the mobile
communications industry.

For more information, please visit Mobile World Live, the new online
portal for the mobile communications industry, at
www.mobileworldlive.com or the GSMA corporate website at
www.gsmworld.com.

Daniel Lowther, +44-7747-636-687, press at gsm.org