Mobinil and Alcatel-Lucent Introduce a Mobile Advertising Service That Enables Conversations Between Consumers and Brands

By Alcatel-lucent, PRNE
Wednesday, December 1, 2010

Alcatel-Lucent Optism(TM) Brings Service Providers and Leading Consumer Brands Together for Personalized Mobile Marketing

PARIS and CAIRO, December 2, 2010 - Mobinil mobile phone subscribers in Egypt now have access to
interactive advertising tailored to their personal interests through a
strategic partnership between Alcatel-Lucent (Euronext Paris and NYSE: ALU)
and Mobinil (EMOB.CA), Egypt's leading mobile operator.

Based on Alcatel-Lucent's Optism(TM) mobile marketing
solution, it provides Mobinil's customers with a permission and
preference-based mobile advertising service. The service invites Mobinil's
nearly 30 million customers to opt-in to receive ads and offers from their
favorite brands. By sharing their interests with Mobinil, customers can
receive promotions, discounts, content and exclusive opportunities.

During an initial soft launch including major and
international brands more than 200,000 subscribers opted-in and used the
service successfully. Advertiser partners at launch included Adidas(R) and
Nokia(R) who both have experienced higher response rates in comparison to
other digital media.

"In response to the dynamic situation in the mobile industry,
Mobinil is naturally involved in an array of multi-faceted business
partnerships, which includes being an internet service provider, a banking
services provider, an entertainment portal, or a media agency. It is in this
context that we are entering into this strategic partnership with
Alcatel-Lucent in this area," said Hassan Kabbani, Mobinil CEO.

"The advertisers in the service have had phenomenal response
rates to their campaigns - as high as 35% due to the focus on the users'
interests, so our customers only receive relevant ads," added Hassan Kabbani.

Adidas, one of the world's leading sportswear brands, was an
early adopter of Mobinil Ads.

"We recently ran a campaign with Mobinil to invite customers
to our new flagship store in Cairo," said Burga Hatipoglu, Marketing manager
Egypt for Adidas. "The response was way beyond our expectations and we are
very excited about the potential of this new form of advertising."

"Alcatel-Lucent is creating the conditions and the ecosystem
to quickly develop a sustainable and profitable mobile advertising business
for Mobinil, thanks to an innovative business model," said Amr El-Leithy,
head of Alcatel-Lucent business in the Middle East & Africa. "This commercial
contract illustrates our commitment to helping mobile operators identify
strategic market opportunities and determine the appropriate business model
for their market."

Optism(TM) is the permission based mobile marketing solution
from Alcatel-Lucent that bridges the gap between operators and advertisers.
Optism(TM) is a unique offering that enables mobile operators to create
highly responsive, permission and preference-based mobile inventory providing
advertisers with easy access to willing and highly targeted audiences.
Building upon successes in Europe with Orange Austria, Alcatel-Lucent is now
forging relationships with leading operators in strategic emerging markets,
including Egypt, with more to follow.

For more information on the Alcatel-Lucent Optism(TM)
solution, please click here. (

About Mobinil

Since its inception in May 1998, Mobinil has strived to
maintain its position as the leading Mobile service operator in Egypt.
Honoring the trust of more than 27 million subscribers, Mobinil is committed
to being the leading mobile service provider in Egypt, providing the best
quality service for our customers, the best working environment for our
employees, top value for our shareholders, and proudly contributing to the
development of the community.

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About Alcatel-Lucent

Alcatel-Lucent (Euronext Paris and NYSE: ALU) is the trusted
transformation partner of service providers, enterprises, strategic
industries such as defense, energy, healthcare, transportation, and
governments worldwide, providing solutions to deliver voice, data and video
communication services to end-users. A leader in fixed, mobile and converged
broadband networking, IP technologies, applications and services,
Alcatel-Lucent leverages the unrivalled technical and scientific expertise of
Bell Labs, one of the largest innovation powerhouses in the communications
industry. With operations in more than 130 countries and the most experienced
global services organization in the industry, Alcatel-Lucent is a local
partner with a global reach. Alcatel-Lucent achieved revenues of Euro 15.2
in 2009 and is incorporated in France, with executive offices located
in Paris. For more information, visit Alcatel-Lucent on the Internet:, read the latest posts on the Alcatel-Lucent's
blog and follow us on Twitter:

Mobinil Press Contact: Taha Saifullah, tsaifullah at, Tel: +20-12-320-6770; Alcatel-Lucent Press Contacts: Peter Benedict, peter.benedict at, Tel: +33(0)1-40-76-50-84; Leonard Pesheck, leonard.pesheck at, Tel: +1-630-713-6437; Alcatel-Lucent Investor Relations, Frank Maccary, Tel: +33(0)1-40-76-12-11, frank.maccary at; Don Sweeney, Tel: +1-908-582-6153, dsweeney at; Tom Bevilacqua, Tel: +1-908-582-7998, bevilacqua at

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