The Sun and MX Telecom Launch World's First Unified SMS, MMS, Voice and Video Short Code

LONDON - 6th November 2006

The Sun, a News International publication, has launched a User Generated Content initiative which allows mobile users to submit content and interact with its brand via the Short Code 63000. The Short Code, provided by MX Telecom, is provisioned for SMS, MMS, Voice and Video on all of the UK networks, and as such is the World's first truly 'Unified' Short Code.

The Short Code will be used to gather breaking news and other content from Sun readers, who will be invited to use the code as a primary contact mechanism. SMS and MMS messages sent to 63000 are delivered in real time to The Sun news team, whilst voice calls made to the number are routed directly to the news desk. An application built in the MX Telecom Video Gateway allows video callers into 63000 to also record and submit live 'as it happens' video clips.

The mobile channel, as witnessed during last years London bombings where the first images from the scene were transmitted via a camera phone, is the perfect medium for enabling 'Citizen Journalism', the immediacy and intimacy achieved being unsurpassable by other means. Furthermore, using the same memorable Short Code for SMS, MMS, Voice and Video is exceptionally well suited in allowing broadcasters and media companies to harness the growing trend of User Generated Content.

"We're very excited about 63000 as it allows our readers a simple and immediate way to get in contact with us. Opening up the same Short Code number for SMS, MMS, Voice and Video messaging means they can now send us their amazing tales, true life stories and showbiz gossip via whichever mobile channel they wish to use" commented Simon Ashley, Commercial Manager at News International.

"In launching a service which allows readers to engage directly with its brand via a single Short Code activated for SMS, MMS, Voice and Video, The Sun can lay claim to being the first to market with a truly Unified Short Code," commented Nick Ris, Head of Sales at MX Telecom. "This is undoubtedly the highest endorsement of the Unified Short Code concept to date".

MX Telecom has been lobbying the UK networks for Unified Short Codes for many years and believes they are the perfect channel for a trusted mobile communication path with the public, helping collect User Generated Content, as well as being used for the more traditional mobile marketing and mobile content delivery services that the public have become accustomed with to date.

MX Telecom has a history of innovation in the UK mobile market, and was the first company to offer cross-network MMS Short Codes, wholesale Voice Short Codes and the World's first with Video Short Codes.

About MX Telecom

MX Telecom is a leader in wireless technology. MX Telecom offers an easily accessible gateway to data, voice and video messaging services including 2-way and premium SMS, multimedia messaging, interactive voice response, location-based services, video short codes, Internet and TV related solutions.

MX Telecom works with many of the world's top wireless carriers and maintains direct connections to dozens of carriers across North America, Europe and around the world for SMS, MMS, Video, Voice and Location-based services.

For more information, MX Telecom can be reached on 1-877-698-3532, or via email at press@mxtelecom.com.