Roamware Introduces Location-based Service for Routing Mobile Calls

By Roamware Inc., PRNE
Monday, November 15, 2010

Location-based phone numbers to direct customer calls to the business' nearest branch

HONG KONG, November 17, 2010 - Mobile Asia Congress — Roamware, Inc., a leading provider of mobile
solutions to over 480 mobile operators across 154 countries, has launched
Local Short Codes (LSC), a location-based service that routes mobile calls
according to the subscriber's location. A business can obtain an easy to
remember three-to-five digit number from its mobile operator, that can be
used by their customers to access the business's nearest branch from any
location. The number can, for example, direct calls to the closest
restaurant, bank, customer care center, taxi service, hospital or even the
local pizza joint.

With Local Short Codes, Roamware aims to help mobile operators tap into
the growing location-based services (LBS) market, which Gartner estimates
( will
generate revenues of $8.3 billion in 2014. This service will allow businesses
to offer their customers a single number and guarantee that customers will
always reach their closest branch or service center. The local short codes
can also be adapted to provide toll-free number support, so calls to
three-to-five digit number are free for customers.

"The location-based services market is growing fast, but mobile
operators' offering is limited to select segments of their customer base as
most of location-based services are application-based and require a smart
phone or Java-enabled phone. With Roamware's innovative service, operators
can offer location-based short codes to the entire customer base irrespective
of the handset in use. Local Short Codes is a powerful marketing tool and is
immediately accessible by the entire subscriber base," said Abraham Punnoose,
Vice President Marketing and Business Development at Roamware.

The granularity of the location, which is determined by the user's
cell-location, opens up possibilities for various innovative voice-based
applications. It enables seamless accessibility to a wide spectrum of service
providers ranging from logistics to health services, security to
entertainment and even utilities without the customer having to worry about
searching for local contact numbers.

Local Short Codes a part of Roamware's new local services portfolio that
allows mobile operators to target enterprises to connect with mobile users
and improves consumer affinity. LSC service can be deployed seamlessly on to
an existing network without any complex modifications to the network. The
service is available to mobile operators around the world today.

About Roamware, Inc:

Roamware, Inc. is the leading provider of roaming and mobile financial
services solutions with a customer base of over 480 mobile operators across
154 countries. The company is the global leader in mobile roaming solutions
with an estimated 60 per cent market share of the voice and data roaming
segments for GSM, 3G and CDMA technology platforms. Roamware m-commerce and
mobile banking solutions have been successfully deployed by major banks and
global operators around the world, including: Vodafone, Permanent TSB and
Bank of Ireland. Its solutions range from credit transfers, international
remittance, person to person transactions to top-up and bill payment. The
company is headquartered in San Jose with operations in Brussels, Bangalore,
Mumbai, New Delhi, Singapore, Dublin, Johannesburg, Amman and Hong Kong.

EMEA, Vojtech Horna, +44-207-282-2901, vojtech at, or USA, Michelle Sabolich, +1-415-593-1400, michelle.sabolich at, both of Atomic PR for Roamware, Inc.; or Abraham Punnoose, VP, Marketing & Business Development of Roamware, Inc., +91-9967927777, abraham.punnoose at

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