Merging Minds: Air2Web & Mindmatics

    Air2Web and MindMatics Announce Agreement to Merge

Transaction Creates Global Pure-Play Mobile Marketing Leader

ATLANTA, GA - Air2Web, Inc. and MindMatics AG today announced the two companies have agreed to merge. The transaction firmly establishes the combined organization as the global pure-play mobile marketing leader. The combined entity is the first vendor able to deliver a full range of mobile marketing capabilities to enterprises, brands, agencies and carriers.

The new company presents significant advantages for clients looking to consolidate marketing initiatives across verticals, programs and continents, enabling a fundamental change in the way organizations can integrate mobile strategies into their overall marketing programs. Its focus on mobile marketing brings value to customers beyond specialty or niche services and delivers the most extensive global network and support.

Key strengths of the combined organization include:

• Best Market Experience in Key Industry Verticals - Air2Web boasts unmatched expertise in financial services, retail and with U.S. operators. MindMatics provides in-depth experience in media, entertainment, automotive and agency business.
• Complete Range of Mobile Marketing Capabilities - The two companies have a shared vision and complete product platform to address customer demand. This combined offering is particularly important as clients increasingly mix promotion, service and transaction programs into their mobile marketing initiatives.
• Extensive Global Reach - The merger results in unrivaled global coverage, combining Air2Web’s presence in the Americas and India with MindMatics’ presence in Europe. The consolidated company will have a local footprint in 15 cities across three continents. This extensive global reach benefits customers in the form of expanded international delivery and support capabilities.
• World-Class Team - Both companies have strong management teams with substantial industry experience. The combined company has 300 employees worldwide and has created some of the most innovative and leading-edge mobile marketing campaigns for global brand name clients. Sanjoy Malik will serve as CEO and a member of the Board of Directors of the combined company.

“Consumer adoption of wireless technologies is increasing exponentially, creating unique opportunities for brands and marketers to reach customers through this channel. As the market becomes more aware of the various suppliers and their capabilities, customers demand a proven leader with a broader array of products, services, global coverage, and carrier-grade scale and reliability,” said Air2Web Chief Executive Officer Sanjoy Malik. “MindMatics has an impressive set of blue-chip customers in Europe, which added to Air2Web’s customer base, creates unmatched coverage around the world. This merger solidifies our leadership position in mobile marketing, and creates important synergies and opportunities for our customers, employees and investors.”

Ingo Lippert, CEO of MindMatics, will serve as Managing Director of European Business for the consolidated company and will manage operations in EMEA. He also will serve as a member of the Board of Directors.

“Mobile marketing is evolving and in turn, creating remarkable value and opportunity for vendors, marketers and consumers alike,” said Lippert. “Both Air2Web and MindMatics have been highly successful and complement each other well in terms of geographic presence, vertical expertise and approach to the market. Together we are very focused on meeting changing market needs and consumer demand, and are well positioned to leverage those resources for the benefit of our customers worldwide.”

Frost & Sullivan estimates the value of worldwide mobile marketing and advertising to reach $4.2 billion in 2008, and $12.7 billion by 2011. The new company is well positioned to leverage its combined resources and solidify its leadership position in the growing market.

“Air2Web and MindMatics represent a true synergy as they fit well together in product, geography and markets,” said J. Gerry Purdy, Ph.D., VP & Chief Analyst with Frost & Sullivan. “Mobile marketing is a huge opportunity, and together Air2Web and MindMatics will become a key global company covering the Americas, EMEA and the Asia-Pacific. This merger presents a very compelling combination and is indicative of the maturation of the mobile marketing space.”

“We have been an Air2Web customer for several years and believe the company’s merger with MindMatics makes a lot of sense,” said Louis Gump, vice president Mobile, The Weather Channel Interactive. “The combined organization will have much more extensive global delivery and support capabilities, which are very important to companies like The Weather Channel.”

Transaction Details

The transaction is expected to close within this month, subject to customary closing conditions. Air2Web’s current investors include The Carlyle Group, Jupiter Ventures and Vantage Point Venture Partners. MindMatics current investors include T-Mobile Venture Fund, Tempo Capital and Holtzbrinck Ventures, and they will become investors in the merged company. Arma Partners served as advisors to MindMatics. Terms of the agreement were not disclosed.

About Air2Web

Air2Web is a leading Mobile Marketing service provider for enterprises, brands, agencies and network operators. The Company has created thousands of marketing campaigns to promote major brands, provide a variety of goods/services, and offer a new level of customer service, enabling clients to better promote, service and transact with their customers via mobile phones. With headquarters in Atlanta, Air2Web has connectivity into virtually all U.S. wireless operators. Air2Web is at the forefront of connecting marketers to mobile subscribers on a global scale, including such customers as The Weather Channel, Procter & Gamble, Traffic.com, AT&T and UPS. More information on Air2Web may be found at www.air2web.com.

About MindMatics

MindMatics is a leading European provider for the development and realization of Mobile Marketing Services. As a full service provider, MindMatics has core strengths in global premium messaging, promotion and marketing applications, as well as Mobile Internet portals. More than 500 companies throughout Europe use MindMatics for their mobile services. Customers include leading brands such as Unilever, T-Mobile, Procter & Gamble, Sony Ericsson, Budweiser, McDonald’s, and Ferrero. MindMatics AG was founded in March 2000 and has 130 employees in offices in Munich, Cologne, Vienna, London, New York, and Los Angeles. More information on MindMatics may be found at www.mindmatics.com.