Philippine-based 3G Operator CURE Selects 3ple-Media's Mercury for Mobile Multimedia Platform

(Business News & Technology News, 12 May 2008)

CURE (Connectivity Unlimited Resource Enterprise Inc.), a Philippine-based 3G mobile operator, has selected 3ple-Media's Mercury multimedia platform. CURE is scheduled to launch this year and will use Mercury as its sole and mission critical mobile multimedia platform.

CURE becomes the second Asian Operator to implement the Mercury platform, which is fast gaining recognition for its unique combination of commercial and technical innovation. Mercury has been created to help operators position themselves at the centre of the newly emerging mobile multimedia ecosystem. Operators, content providers and media companies can easily and rapidly launch new, advanced services using any number of multimedia bearers and tap a variety of new revenue streams. Through Mercury, operators are able to mobilize subscribers to use new multimedia services, increase data ARPU by monetizing this growing base and micro-personalize the offering to enhance the end-user experience and fight churn.

CURE CMO, Ardie Balderrama, believes Mercury will play a crucial role in supporting their roll out. "As a new operator, we are very conscious that we have an opportunity to avoid some of the problems experienced by existing operators. Customers will expect innovation and a high quality of service right from the start. Mercury will give us the means to deliver fast, relevant and highly differentiating multimedia services. It will give us technical and commercial advantages to compete effectively and profitably in our market," says Balderrama.

The Mercury multimedia platform includes a powerful mobile multimedia engine and a full spectrum of multimedia bearers for digital content access and delivery. This is tapped directly by media companies and content providers via a series of out-of-the-box multimedia compilation and distribution tools. End-user experience and quality-of-service guarantees are protected by a host of service support elements such as transcoding, malware-scanning, and automatic device detection & configuration.

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