Israel Postal Company Going Mobile With Effortel

MVNO and Enabler Effortel Selected as Lead Consultant for Mobile Services From Israel Post

BRUSSELS, July 27, 2010 - Effortel, the mobile virtual network operator and enabler, today
announced that it has been selected by the Israel Postal Company (Israel
Post) as the lead consultant in its plans to launch mobile services via its
network of more than 700 retail outlets. Effortel is tasked with defining the
market proposition, business planning and modelling and identifying a
suitable technology platform and operations partner. The project completion
will see Israel Post create one of the country's first mobile virtual network
operators (MVNO).

Israel Post's move into the mobile arena follows the Israeli Government's
decision in 2010 to issue MVNO licences to stimulate competition and
innovation in the mobile sector. As the one of the largest existing
distributors of prepaid mobile top-ups via a comprehensive retail network,
and with established relationships with customers through its postal and
banking services, Israel Post is well positioned to capitalise on the
opportunity.

Commenting on the appointment, Arkadi Panitch, Founder and CEO of
Effortel said,

"Delivering mobile services directly provides Israel Post with a
significant revenue generating and brand building opportunity but it's a
complex arena. Effortel's experience in establishing MVNOs for its own joint
ventures, and for third parties across the world, will ensure Israel Post is
presented with the right solutions.

Forward thinking retail brands around the world are now recognising the
value of owning the mobile relationship. The revenue generating potential is
obvious, but just as valuable is the opportunity to cement and build lasting
relationships via a service that, by definition, is always with the customer.

Effortel will also be working closely with BDO Ziv Halft, the Israeli arm
of the global consulting practice, which will be delivering local market
intelligence and data. With that information to hand, Effortel will assist
Israel Post with business modelling, operational setup, marketing and
communications and the selection of a technology solution.

Effortel's CMO, Liudvikas Andruilis, continued, "To date Effortel has
been responsible for the launch of seven MVNOs in six countries. Three of
those we own and operate, from a centralized enabling platform in Belgium, in
partnership with Carrefour, one of the world's largest retailers. We
understand the technical complexities but we also understand how to get the
most from the retail relationship."

About Effortel

Effortel, founded in 2005, is a multi-country Mobile Virtual Network
Operator (MVNO) operating in joint-venture partnership with major brands
across the world. Additionally the company is a Mobile Virtual Network
Enabler (MVNE) for third parties. Effortel offers the full range of
management services, marketing and operational platform-based transaction
processing.

Effortel is the only MVNE worldwide that has deployed and is running a
centralized real-time IN system and is currently integrated with five mobile
operators across five countries (Belgium, Taiwan, Poland, Italy and Oman).

Currently, Effortel centrally manages seven MVNOs on its platform - three
MVNOs in Joint Venture with Carrefour (Carrefour Mobile Belgium, Carrefour
Uno Mobile Italy and Carrefour Telecom Taiwan), as well as providing MVNE
services to Carrefour Mobile Mova and FM Group Mobile in Poland, Daily
Telecom in Italy and a soon-to-be launched MVNO in Oman Sultanate. For more
information and contact details, visit Effortel at www.effortel.com.

    For more information please contact:
    Matt Humphries / Sam Tring
    Babel PR for Effortel
    T. +44(0)20-7434-5550
    W. www.babelpr.com

For more information please contact: Matt Humphries / Sam Tring, Babel PR for Effortel, T. +44(0)20-7434-5550, E. effortel at babelpr.com