Innovation in Loyalty, the first club(TM) Launches eBook and Audio Book Digital Rewards to Engage Consumers and Encourage Higher Brand Interaction

LONDON, January 10, 2011 - With over half the UK adult population belonging to at least one loyalty
program, how can brands differentiate their programs while providing
exciting, relevant and usable rewards? the first club(TM) has just expanded
its digital rewards platform to help airline, hotel and retail loyalty
programs do just that, by adding eBooks (www.thefirstclub.com/us) and
audio books (www.thefirstclub.com/en/abooks) to its digital rewards
catalog.

The launch of the eBook and audio book digital catalogs by the first
club(TM) coincides with the massive increase in eBook sales, which have
almost doubled during 2010 and now make up 9% of total consumer book sales in
the United States. In the UK, eBook sales are also growing rapidly, with one
major publisher accounting for 5% of sales through eBooks, predicting that UK
ebook sales will overtake the US.

The catalogs launch with over 100,000 titles including latest releases
from best-selling authors such as Stieg Larsson, Tom McCarthy, Salman
Rushdie, Dan Brown and John Grisham, in over a dozen genres. The eBooks work
on most eReader formats and are available in English - with French, German
and Spanish being added in early 2011. Audio books are available in English
and German, with more languages being added shortly.

Launched in 2009, the first club(TM) is the first global digital loyalty,
incentive and promotions solution of its kind, offering instant, usable
rewards: consumers can download the latest in premium digital content
including over 34 million choices of mp3 tracks, mobile phone apps, games,
eBooks, audio books and software to engage with their favorite brands. Unlike
other digital content sites, the first club(TM) is the only digital platform
that is culturally relevant, offering international and local content based
on the user's location, available in 12 languages.

Loyalty Challenge

One of the biggest hurdles for loyalty programs is reward redemption and
the number of points needed for the lowest reward level. There are over 120
million people enrolled in frequent flyer programs and trillions of miles
that never get used: in many cases, consumers lose motivation to remain loyal
to a brand's program as they feel the rewards are not attainable. the first
club(TM) removes this barrier by giving consumers the opportunity to redeem
meaningful rewards in all areas of their life: music, games, mobile content
and now eBooks and audio books, with content starting as low as 10 points or
GBP 0.65.

"Today's consumers are sophisticated and demanding. They want more value
from every pound they spend, and when it comes to loyalty programs, they want
value and rewards they can use - immediately. the first club(TM) solution is
helping airline, hotel and retail brands build more value into their loyalty
programs by offering instant and relevant rewards, through an extensive
catalog of downloadable digital content to suit all tastes and lifestyles.
They can access and redeem their points online or via mobile, and use their
rewards wherever they are. And with recent forecasts about the massive growth
of eBook sales, our newly released eBooks and audio books reinforce the need
for providing relevant, useful and meaningful rewards to customers or
employees," says Denis Huré, CEO and co-founder of the first club.

The result? Higher brand interaction and increased loyalty and what
loyalty manager would say no to that?

For more information about the first club(TM) or to experience the first
club(TM) digital rewards solution and download digital content firsthand,
please contact Vanessa Horwell at +44-203-372-4809 or Vanessa@thinkinkpr.com
or visit www.thefirstclub.net.

Vanessa Horwell, ThinkInk, +44-203-372-4809, vanessa at thinkinkpr.com