MYSL My Screen Mobile Inc (CE)

Attention assignment editors, mobile phone reporters, technology reporters, marketing and advertising reporters, and investment, financial and business reporters.

MyScreen Mobile, Inc. (MyScreen) (PINK SHEETS: MYSL)(FRANKFURT: WICI) today announced Unilever and Grupo Bimbo have both agreed to deliver advertisements to millions of mobile customers in Mexico and throughout Latin America via MyScreen's first-of-a-kind interactive mobile advertising solution. MyScreen's unique patent-pending technology platform delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

"As a global company of leading home, personal care and foods products, Unilever feels a great responsibility to the millions of consumers whose lives we touch every day," said Enrique Tron, Communication Channels Director for Unilever in Mexico. "We believe MyScreen's rich media, full-screen delivery platform will provide us with a powerful new way to directly communicate and interact with our consumers. We are pleased to be one of the first companies to work with the MyScreen mobile advertising tool."

Jose Manuel Gonzalez, Bimbo's Vice President of Marketing, said: "The Bimbo brand has been the favorite of young and old, generation after generation. It has enjoyed a long history in Mexico and can now be enjoyed in Mexico, the United States, China, and other twelve Latin American countries. Always dynamic and innovative, through its different product lines it has captured the palates of millions. Finding new ways to communicate and engage with our customers is important to us. MyScreen fits these priorities perfectly in Mexico and across Latin America."

Maurizio Angelone, MyScreen's CEO, added: "MyScreen is proud of our partnership with Unilever and Grupo Bimbo, which will be among the first to advertise with us. We look forward to meeting the Mexican consumers' demand for better access and closer interaction with their favorite brands. These companies are among many companies recognizing the value of the new advertising channel that MyScreen is creating, and we are very pleased with the overwhelming positive reception we are receiving from advertisers and consumers worldwide."

"With MyScreen's unique business model, every advertising dollar is shared between MyScreen, network operators, end subscribers and advertising agencies," Angelone said. "This way, all partners are incentivized to participate and help grow the mobile advertising channel."

Angelone said the MyScreen technology differs from the other mobile advertising vehicles that are currently available, as MyScreen's ads are:

- Full-screen, visually engaging graphics that convey the advertisers' brand image

- Delivered in a non-shared advertising environment that provides brand exclusivity. MyScreen ads are delivered at the end of every call, creating much better visibility than SMS texts and banner ads. Banner ads are only visible to consumers when they are browsing the Internet.

- Designed to enable consumers to respond directly to the ads with MyScreen's proprietary "ad value hot keys" functionality. MyScreen ads have generated click thru rates (CTR's) that exceeded 20 percent. MyScreen greatly outperforms Internet CTR's, which are widely known to average less than 1 percent. According to the latest industry data, the average CTR is only .1 percent.

- Individually targeted to match each subscriber's self-created demographic and psychographic profiles, making the ads highly relevant to their unique interests and lifestyles

- Incentive-based, with subscribers accumulating reward points for every ad they view on their phones. Points are redeemed in the form of free and bonus telecom services. Exclusive "made-for-MyScreen" offers, such as free trial products or special promotional pricing, are provided by participating advertisers.

Moreover, MyScreen's mobile advertising solution is designed to integrate seamlessly without interrupting users' regular call behaviors. Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health. Advertisers can use MyScreen's unique "ad value hot keys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales. MyScreen currently has a potential 182 million mobile subscribers under contract worldwide and expects that number to jump to almost 500 million during the next 12 months.

About Unilever

The Unilever mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Unilever is a worldwide leader in consumer products, with a strong presence in more than 100 countries worldwide. Its portfolio includes some of the world's best known and consumer-preferred brands, including 12 brands with a market value of more than one billion Euros and global leadership in many categories. For more information about Unilever, please visit www.unilever.com.

About Grupo Bimbo

Grupo Bimbo (GB) is a leading Mexican baked products company with worldwide reach due to its production and sales volumes. It has 99 strategically located plants in 18 countries of the Americas, Europe and Asia. Its product lines include: loaf bread, buns, cookies, pastries, packaged products, tortillas, salty snacks and confectionery products, among others. GB produces almost 5,000 products and has one of the world's most extensive distribution networks, with more than 39,000 routes and more than 102,000 associates. Grupo Bimbo strictly complies with the WHO Global Strategy on Diet, Physical Activity and Health. In 2002, Grupo Bimbo founded the civil association Reforestamos Mexico, A. C., whose mission is to preserve and recover Mexico's green areas by promoting a sustainable environmental culture and the participation of all social sectors. Since 1980, Grupo Bimbo shares are traded in the Mexican Stock Exchange (BMV), under the ticker code BIMBO.

About MyScreen

MyScreen (PINK SHEETS: MYSL)(FRANKFURT: WICI) is a first-of-a-kind mobile advertising technology platform that provides advertisers with a new channel for reaching consumers. Its unique patent-pending technology delivers full-screen, incentive-based ads directly to the mobile phones of opt-in subscribers. The visually engaging ads target subscribers based on their demographic and psychographic profiles and provide them with rewards such as free services, special offers and discounts. As mobile innovators, MyScreen has forged extensive advertiser and operator relationships and functions as an industry advocate. Through its mobile marketing consultancy, the MyScreen Agency, the company collaborates with traditional ad agencies and brand advertisers to optimize their mobile advertising programs. For more information, visit www.MyScreen.com.

Contacts: MEDIA CONTACTS: Roar Media Jeannie Salameh (727) 644-5010 jeannie@roarmedia.com Roar Media Jolie Balido (305) 586-0419 jolie@roarmedia.com www.RoarMedia.com