GSMA Publishes Mobile Privacy Principles

Industry takes proactive step to address privacy concerns

LONDON, January 27, 2011 - The GSMA today announced the publication of its Mobile Privacy
Principles. The principles describe the way in which mobile consumers'
privacy should be respected and protected when consumers use mobile
applications and services that access, use or collect their personal
information. The principles are the result of close collaboration by leading
mobile operators and input from other players in the wider mobile eco-system.

"Online privacy is an important and high-profile issue across the globe,"
said Tom Phillips, chief regulatory officer, GSMA. "In many regions of the
world, consumers' first internet experience will be via mobile and we believe
it is right to address mobile privacy challenges early to ensure the
protection of consumers' privacy. We warmly welcome stakeholders from the
broader ICT industry to join us in conversation and partnership on this
work."

The Mobile Privacy Principles will be used to develop more detailed
guidelines and codes of conduct to address specific consumer concerns such as
the use of private data or location details by applications. They pave the
way for the development of clear and simple ways for customers to manage
their information and their privacy on mobile phones. The key challenge is to
find new mobile-friendly methods to help consumers make informed decisions
about their privacy.

One key principle relates to 'transparency and notice', which is about
being open and honest with customers about what personal information is being
collected and why. The principles also cover issues such as the need to
provide consumers with control over how their personal information is used
and by whom, and ensuring only a minimum amount of data for a given service
is collected and that it is retained no longer than necessary.

The GSMA is examining these issues in depth and reaching out to broader
industry stakeholders to establish a broad consensus on how to ensure
consumers' privacy is treated more consistently across mobile applications
and across platforms and services whilst continuing to support innovation.

Phillips continued, "The Mobile Privacy Principles are a significant
first step but addressing mobile privacy is an ongoing challenge that
requires the support and collaboration of the wider internet industry, civil
society and regulators, working together, if we are to deliver real
protection for consumers. This is a call to action to the broader industry."

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.

The GSMA welcomes comment and engagement from all stakeholders. Companies
already involved in the Mobile Privacy Initiative, who developed these
principles, include AT&T, Deutsche Telecom, Everything Everywhere, H3G
Europe, Opera, Orange, Telecom Italia, Telefonica, Telekom Austria, Telenor,
Vodafone, Zain. Details of the GSMA Mobile Privacy Initiative and a full copy
of the Mobile Privacy Principles can be found at
www.gsmworld.com/mobileprivacy. Comments can be sent to
mobileprivacy@gsm.org.

Additional Quotes:

"The Mobile Privacy Principles adopted by GSMA embody what we at AT&T
have long believed in and practiced about privacy by design. We're pleased to
be a part of this Mobile Privacy Initiative and we support its goal of
serving as the start of a process that will seek to shape the way privacy is
advanced, managed and protected across the emerging mobile eco-system.

Robert W. Quinn Jr., Senior Vice President-Federal Regulatory and Chief
Privacy Officer, AT&T

"The Mobile Privacy Initiative aims at empowering Deutsche Telekom
Group's customers to exercise choice and preference over how their personal
information is used. Deutsche Telekom adheres already today to highest
privacy standards for its own products and services. But by actively working
through this initiative with manufacturers, Internet companies and software
developers, further improvements for our customers will be achieved."

Claus Ulmer, Group Privacy Officer, Deutsche Telekom

"In line with its belief that broad industry action is key for ensuring
the protection of consumers' data, Orange is fully supportive of the GSMA's
Mobile Privacy principles and future developments The Group has already
demonstrated its commitment in this area by including privacy guidelines
early in the design process, resulting in products and services that offer an
additional level of comfort and security for our customers."

Marc Fossier, Chief Corporate Social Responsibility Officer, Orange.

"Trust and confidence is important to my customers and therefore
important to the future of Telefonica. We see this initiative as an important
step in establishing this."

Matthew Key, Chairman and Chief Executive Officer, Telefonica Europe

"We at Telekom Austria Group combine innovation with safety, reliability
and stability and give high priority to our customer's satisfaction with
services and products. When it comes to confidential information, we deploy
the latest technologies to protect privacy and to meet the strictest security
precautions for data protection. As we are aware about the challenges in our
ecosystem, we not only have a group-wide and consistent information security
policy, but we also fully support the GSMA Mobile Privacy Initiative as a
further important step to address privacy concerns within the worldwide
mobile communications industry."

Hannes Ametsreiter, CEO, Telekom Austria Group

"Telenor considers the Mobile Privacy Principles to be an important step
to further safeguard customer information, and to give the customer a better
insight and control regarding how their data is being processed. We believe
these principles will lead to better and more secure mobile services, and
Telenor Group have therefore together with other operators and stakeholders
in the GSMA privacy initiative contributed with our resources and input."

Kjetil Rognsvag, Group Privacy Officer, Telenor Group

"Customers data privacy protection and respect of user right and choice
have been always a priority for Telecom Italia that is why we have joined and
worked in the Mobile Privacy Initiative, in collaboration with the other
players, to reinforce and share these criteria. The idea behind the MPI
Principles is the definition of a concrete action to produce a worldwide
framework able to merge customer privacy protection and the innovation in our
services. Indeed the MPI Principles combine the experience of different
players and legislations could be the basis for customer privacy protection
in the Telco ecosystem."

Franco Bernabe, CEO Telecom Italia Group & Chairman GSMA

"The age of mobile technology has made it imperative that network
operators create and support a framework to further protect customer privacy.
This creates a bond of trust and ensures that we operate according to the
highest ethical and moral standards. At Zain we take our responsibilities in
this field very seriously and we are committed to operating by the standards
demanded by the global mobile industry and cooperating with the various
stakeholders in this very important initiative."

Nabeel Bin Salamah, CEO, Zain Group

"The GSMA initiative is a serious effort to take on the challenge of
privacy in the fast developing new world of application development. Many of
the practices proposed would provide consumers with the transparency and
control necessary to ensure trust in this key part of the mobile environment.
The Future of Privacy Forum looks forward to working with the GSMA and other
stakeholders to continue to advance this key initiative."

Jules Polonetsky and Christopher Wolf are Co-chairs of the Future Privacy
Forum and have been party to the Privacy Principles and the draft privacy
design guidelines.

Ben Evetts, bevetts at webershandwick.com, or press at gsm.org, +44-(0)-7879-614941