Press Release: Mippin Update

Below is our most recent press release which has been issued this morning. It includes news of the hiring of Judy Gibbons as CEO, an update on our iPhone progress which frequent readers will have caught in previous posts, and a few numbers in response to recent requests on how things are going. We are really pleased with the momentum at this point. Of course, there is some way to go before these figures reach numbers which create the kind of business we aspire to but it has been a wonderful start. We'd like to thank all of you for your interest and for your constant, useful feedback on the service. It's always read, considered and acted upon. Keep it coming!

MIPPIN ANNOUNCES NEW CEO AND OPTIMIZES SERVICE FOR

3G IPHONE

Mippin audience grows to 10 million monthly page views across 146 countries

July 9, 2008 – London – Mippin, a free mobile media service that makes discovering, consuming, and sharing content on mobile phones easy, today announced that Judy Gibbons has joined the team as CEO. Judy has 25 years of technology experience at Microsoft, Apple Computer and Hewlett Packard and has twice been ranked as one of the top 20 most influential European business women by the Wall Street Journal Europe. Judy joins the two original Mippin founders – Scott Beaumont and Robin Jewsbury - and retains her role as a venture partner at the leading technology investment firm Accel Partners. Her previous positions include Corporate Vice President of MSN Global Sales & Marketing at Microsoft Corp, and board member of leading European mobile operator O2, prior to its acquisition by Telefonica.

Additionally, in advance of the new 3G phone launch Mippin has further enhanced its service for iPhone. The refined version benefits from even faster performance and a number of user interface improvements that make finding, discovering and sharing interesting content more intuitive and effective.

Mippin goes beyond the iPhone as well. Now, hundreds of thousands users are relying on Mippin to stay informed and entertained on the go. Mippin seamlessly brings together the broadest range of streamlined content for any mobile phone with a web browser. The website automatically remembers a user’s preferences and displays their favorite sites directly on the homepage where they can also see what is popular across the Mippin community. Whether you want to follow tech news, fashion updates or sports scores from big publishers or tiny blogs, Mippin combines all of this in a way that is faster, simpler and more enjoyable than any other mobile content option. Just type mippin.com into any browser on any phone to try out Mippin for yourself.

You can also take the Mippin ‘Pepsi’ challenge on the company’s blog which compares going directly to site URLs with reading the same content from Mippin. See http://blog.mippin.com.

Momentum

Judy joins Mippin (formerly Refresh Mobile) at a time of rapid growth. Since the launch of the service in October 2007 Mippin has:

• built a worldwide audience that consumes over 10 million page views a month across 146 countries using 1,300 different devices

• accumulated more than 12 million stories from 20,000+ web sites.... all perfectly formatted for any browser on any phone

• enabled content owners – from branded media companies to specialist bloggers – to set up hundreds of new titles using Mippin Maker to brand their services, reach new users on mobile and monetize their content, for free

• served over 20 million ads from partners including AdMob and Screentonic (Microsoft)

• achieved an average clickthrough in excess of 3% with content contextual ads averaging 15%

Mippin is at the forefront of a growing number of users accessing the Internet from their mobile devices. According to M:Metrics, in April 2008, 30.2% of US cellphone users browsed the Internet, used an application, or downloaded content from their phones with the UK close behind at 28.4%.

For publishers

In just a few steps, any web publisher can create an enhanced, branded, mobile version of the website’s content using Mippin Maker. This increases syndication from RSS feeds without the extensive cost of developing separate mobile sites – yet gaining a site which is made for mobile. Publishers can then elect to insert advertising automatically into their feeds to create a new revenue stream. Publishers that have made use of the Mippin Maker most recently include Incisive Media (including Gizmodo, VNUNet), blog aggregator Shiny Media (including TechDigest, Shiny Shiny), established print brands such as OK! and T3, and hundreds of independent bloggers such as Mobhappy and FasterFuture. Publishers can find our more at www.mippinmaker.com.