Sybase 365 Supports Nelson Mandela Charities Launch of International SMS Campaign

Global Birthday Wishes' Campaign for Mr. Mandela's 90th Birthday
is First Truly Global Charity PSMS Service Ever Launched
DUBLIN, Calif.--(Business Wire)--
Sybase 365, a subsidiary of Sybase, Inc. (NYSE:SY), the global
leader in mobile messaging services, today announced it has partnered
with 46664, Nelson Mandela's HIV/AIDS global awareness campaign, to
enable SMS services to celebrate the 90th birthday of Nelson Mandela.

Mr. Mandela's charitable organisations have come together to
launch an international premium SMS service, allowing millions to text
their own birthday message to the former South African president.

A mixture of shared and dedicated PSMS codes have been set up in
over 20 countries around the world including the U.S., U.K.,
Australia, Spain and Germany as well as many African nations, making
this one of the biggest premium SMS fundraising initiatives to be
staged.

Well wishers who text their own message to their specific country
short code will also receive a return thank you SMS message with
unique PIN allowing them to view their message securely online at
www.happybirthdaymandela.com. The specially created birthday site also
contains celebrity messages, both written and filmed, from Mr.
Mandela's supporters around the world.

Launching on June 16 in the majority of territories, the Birthday
Wishes Campaign coincides with Mr. Mandela's 90th birthday concert in
London's Hyde Park on June 27. The concert will be broadcast
internationally on television, radio and online and will see numerous
stars echoing the call to action to "Text Nelson Mandela Happy
Birthday." The campaign runs until July 18, Mr. Mandela's actual 90th
birthday, culminating in a card being presented to him in South Africa
noting the number of messages received.

46664 International Director Tim Massey said, "We are delighted to
be launching this campaign allowing so many people around the world
the chance to wish this extraordinary man happy birthday. A text based
service allows more people to feel part of the celebrations in a very
simple way and we hope will raise significant revenues to support the
ongoing work of the charities that bear Mr. Mandela's name and 46664."

Managed by Nelson Mandela's HIV/AIDS global awareness campaign
46664, all profits received from text charges during the campaign will
go to the Nelson Mandela Legacy Trust and other charitable
organisations supported by Mr. Mandela. These include The Nelson
Mandela Children's Fund, The Nelson Mandela Foundation and the Mandela
Rhodes Foundation.

Notes to Editors:

The Birthday Wishes Campaign has been set up by Nelson Mandela's
HIV/Aids Awareness organisation 46664 on behalf of all his charity
organisations. Well wishers text their own message to Mr Mandela via a
dedicated short code and this birthday wish is counted towards the aim
of creating the biggest virtual birthday card. Launching on June 16,
the text service will be open to the public until July 18, 2008, Mr.
Mandela's actual birthday. To date, countries participating include:
UK, Australia, Germany, Spain, USA, Finland, Ireland, Sweden, Austria,
Belgium, Denmark, Netherlands, Norway, South Africa, Burkina Faso,
Chad, Republic of Congo, Democratic Republic of Congo, Gabon, Kenya,
Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda and
Zambia. In the majority of countries, well wishers will be able to see
their own message on a special website, www.happbirthdaymandela.com,
and also learn more about his charities. Delivery of unique PIN code
not available all countries.

Specific telecoms advice has been given to the charity in setting
up the complex international campaign by Telecoms consultant Tim
Williams and Naqada. Running on a system built and managed by UK-based
Mediadeck, the campaign has been enabled by mobile service providers
including Sybase 365. 46664 concert sponsor Zain has also assisted in
switching on the campaign across its African territories. A customer
care service has been provided by Mediadeck with support from Elephant
Talk, Mediatel and North West Nevada Telecom. With Web design and
build by V&H Sistemas Informaticos in Argentina, WAP site design by
Adfrap in the UK, and hosting by Rackspace, the Birthday Wishes
Campaign is one of the first truly global charity PSMS services ever
launched. For further information:

Images and an EPK are available online at www.46664.com/press.

About Sybase 365

Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), is the global
leader in mobile messaging interoperability, the delivery and
settlement of SMS and MMS content, mobile commerce and
enterprise-class messaging services. Processing more than 100 billion
messages per year, Sybase 365 reaches more than 700 mobile operators
and 2.4 billion subscribers around the world. For more information,
visit: www.sybase.com/365.

Sybase and Sybase 365 are trademarks of Sybase, Inc. All other
company and product names mentioned may be trademarks of the
respective companies with which they are associated.

Sybase 365
Carmel Coscia, +1-925-216-4242
carmel.coscia@sybase.com
or
Incisor Communications (for Sybase 365)
Ana Brekalo, +1-415-365-0389
ana.brekalo@incisorpr.com

Copyright Business Wire 2008