PlayPhone EMEA Selects Sybase Advanced Analytics for a Deeper Understanding of Customers

MAIDENHEAD, England, February 24, 2010 - Sybase, Inc. (NYSE: SY), an industry leader in delivering enterprise and
mobile software, today announced that PlayPhone EMEA, the global leader in
branded mobile entertainment, has selected Sybase(r) IQ to provide more
comprehensive, easily accessible, accurate and current information about its
customers and marketing campaigns.

"When you're running a business like ours, success is all about
generating volume," explains Simon Rose, PlayPhone director of infrastructure
for the European, Middle East and Africa region (EMEA). "That requires the
rapid planning and execution of simultaneous, large-scale marketing
campaigns. With Sybase IQ, we now have the business intelligence to make
marketing decisions based on accurate and current data of customer behaviour,
and purchasing histories to ensure we are running more efficient and
cost-effective campaigns. Better campaigns are helping us achieve our goal to
become the largest subscription-based mobile content provider."

PlayPhone EMEA also uses Sybase Adaptive Server(r) Enterprise (ASE) to
ensure high performance, reliability, security and low administrative support
requirements with the implementation of a transactional system geared to very
high performance for processing customer orders.

"Using Sybase IQ, PlayPhone can now meet the instant customer demands and
target customers more effectively and plan, execute, monitor and fine-tune
marketing campaigns to achieve the best return on its marketing spend," said
Andrew de Rozairo, Business Development, Strategic Partners EMEA, Sybase.
"PlayPhone can do all this while ensuring lightning fast performance of its
critical transactional processing system with ASE."

"Sybase IQ has enabled us to gain a single view of our data for reporting
and data mining purposes," says Rose. "It's been extremely stable and
reliable. Having the ability to use the developer edition of Sybase IQ has
allowed us to try different things before actually implementing them. We now
have more than gut instinct to guide us in the current business environment."

Sybase Professional Services created a proof-of-concept with Sybase IQ
running on Red Hat Linux on a commodity server and employing the SAS Business
Intelligence Server as its front end. Based on this proof-of-concept success,
PlayPhone rolled out the Sybase IQ-powered business intelligence system
across its EMEA enterprise. Currently, all of the division's transactional
and archival data resides in Sybase IQ.

About Sybase

Sybase is an industry leader in delivering enterprise and mobile software
to manage, analyse and mobilise information. We are recognised globally as a
performance leader, proven in the most data-intensive industries and across
all major systems, networks and devices. Our information management,
analytics and enterprise mobility solutions have powered the world's most
mission-critical systems in financial services, telecommunications,
manufacturing and government. For more information, visit
www.sybase.com. Read Sybase blogs: blogs.sybase.com.

About PlayPhone EMEA

PlayPhone EMEA, the European arm of PlayPhone Inc., (
emea.playphone.com) is a leading global mobile media company present
in over 25 countries throughout North America, Europe, Asia and Latin America
that provides cutting edge personalisation and entertainment content to
mobile consumers anytime, anywhere. PlayPhone founded the direct-to-consumer
mobile media distribution standard in 2003 and continues to establish new
means for delivering wireless entertainment. PlayPhone is based in San Jose,
Calif. and is funded by top venture firms Menlo Ventures, Cardinal Venture
Capital, Scale Venture Partners and Coral Capital Management.

Sybase is a trademark or registered trademark of Sybase, Inc.
All other company and product names mentioned may be trademarks of the
respective companies with which they are associated.

Special Note: Statements concerning Sybase's future growth,
prospects and new product releases are, by nature, forward-looking statements
that involve a number of uncertainties and risks, and cannot be guaranteed.
The words "anticipate," "believe," "estimate," "expect," "intend," "will" and
similar expressions relating to Sybase and its management may identify
forward-looking statements. Such statements are intended to reflect Sybase's
current views with respect to future events and may ultimately prove to be
incorrect or false. Factors that could cause actual events or results to
differ materially include shifts in customer demand, rapid technology
changes, competitive factors and unanticipated delays in scheduled product
availability. These and other risks are detailed from time to time in
Sybase's Securities and Exchange Commission filings, including, but not
limited to, its annual report for 2009 on Form 10-K and its quarterly reports
on Form 10-Q (copies of which can be viewed on Sybase's Web site).

    For more information:
    Danielle Cook/Lauren Wood
    +44(0)1628-628080
    Sybase@noiseworks.com

For more information: Danielle Cook/Lauren Wood, +44(0)1628-628080, Sybase at noiseworks.com