Alcatel-Lucent Launches Next-Generation Location-Driven Services Platform to Support...

Alcatel-Lucent Launches Next-Generation Location-Driven Services Platform to
Support Finely Targeted Mobile Content, Advertising and Social Networking
Services

5130 Geographic Messaging Services Platform leverages unique Bell Labs
innovations to ensure timely, cost-effective delivery of compelling "push"
services

SAN FRANCISCO, Sept. 10 /PRNewswire-FirstCall/ -- Alcatel-Lucent (Euronext
Paris and NYSE: ALU) today introduced the 5130 Geographic Messaging Services
Platform (GMSP), a next-generation, location-driven services platform that
supports the delivery of finely targeted "push" messaging, advertising and
social networking services to mobile users based on their location. The 5130
GMSP leverages unique Bell Labs innovations to dramatically increase the
accuracy and timeliness of location-based services. The platform overcomes
two of the key challenges in the delivery of such services by using
sophisticated techniques to reduce the capacity demands on mobile networks and
the consumption of battery life in mobile devices.

The 5130 GMSP will be demonstrated in Alcatel-Lucent's booth (#407) at the
CTIA Wireless and Entertainment 2008 trade show and exhibition being held in
San Francisco's Moscone Convention Center, Sept. 10-12.

Developed and commercialized by Alcatel-Lucent Ventures, the 5130 GMSP
leverages new patent-pending technology to deliver the most advanced
"geofencing" engine available in the industry today, ensuring that messages,
promotions and ads can reach subscribers at the most appropriate time and
place. Geofencing involves the establishment of a virtual "fence" around a
particular location or individual. When a mobile phone user crosses a given
"fence," it triggers the delivery of an SMS text message or multimedia message
that is relevant to that individual and that location, such as a promotion for
a particular store, or the presence of a friend or associate in the area.

Featuring innovative Bell Labs-developed algorithms, the platform is ideal for
the introduction of next-generation mobile applications such as "proximity"
marketing and social networking, "kid tracker," and other opt-in mobile
applications developed by service providers, content suppliers and other third
parties.

"Location-based services have long been seen as an important potential source
of revenue for service providers, advertisers and retailers alike, but to date
the technology simply hasn't been available to make these services truly
compelling -- as a result uptake has been slow," said Gani Nayak, vice
president of Alcatel-Lucent's Messaging activities. "The 5130 GMSP brings
location-based services to an entirely new level, enabling the delivery of
multimedia content that is personalized, timely and relevant, enriching the
mobile Web 2.0 experience."

The 5130 GMSP Platform and application suite includes:
-- 5130 GMSP Geofencing Engine: the industry's most advanced fencing engine
-- Geopepper Mobile Marketing Application, a white label service, which means
it can be easily re-branded by the service or content provider, offering
location-driven, mobile marketing capabilities to deliver timely information
about retail businesses and promotions based on location and pre-defined end
user interests
-- Geopepper Social Networking Application for carriers, a white label service
that offers location-driven social networking capabilities for mobile devices,
delivering targeted content and buddy alerts based on end-user location

The GMSP is in trial with both mobile network operators and enterprises,
including the Indianapolis Colts of the U.S. National Football League, which
is currently testing the 5130 GMSP and its Geopepper social networking
application as a way to extend the MyColts.net social networking community.
Over the summer, the Colts leveraged Geopepper's platform to power mobile
promotions at Colts events. In the future, the Colts have plans to use
Geopepper to allow fans to find each other and communicate, as well as connect
more closely with the team before, during and after the football season -
throughout Indiana and across the country.

"There are 11 million Colts fans in the U.S., 67 percent of those fans live
outside the state of Indiana," said Pat Coyle, executive director of digital
business for the Indianapolis Colts. "We are looking for ways to engage this
distributed fan base, and mobile is one channel we must use strategically. We
think Alcatel-Lucent's Geopepper application will add a lot of depth to our
social network, www.mycolts.net, and give fans additional ways to do what they
really want to do, which is to connect with each other and feel closer to the
team."

"With the 5130 GMSP platform and application suite, Alcatel-Lucent is
addressing a key challenge faced by carriers when deploying mobile
location-driven messaging," stated Phil Marshall, Senior Research Fellow,
Yankee Group. "Delivering targeted information to receptive 'opt-in' end
users based on location is key element in successful mobile marketing.
Additionally, Alcatel-Lucent has tackled difficult technical issues to enhance
device battery life and address network load balancing challenges."

Alcatel-Lucent's 5130 GMSP was invented by Bell Labs, commercialized within
its Alcatel Lucent Ventures organization and is now part of the award-winning
Messaging Suite in Alcatel-Lucent's Applications portfolio.

A pre-commercial version of the 5130 GMSP won an NXTcomm Eos Award for
innovation in the Wireless Mobile Technologies and Applications category at
NXTcomm 2008.

For more information, go to www.alcatel-lucent.com/GMSP

About Alcatel-Lucent
Alcatel-Lucent (Euronext Paris and NYSE: ALU) provides solutions that enable
service providers, enterprise and governments worldwide, to deliver voice,
data and video communication services to end-users. As a leader in fixed,
mobile and converged broadband networking, IP technologies, applications and
services, Alcatel-Lucent offers the end-to-end solutions that enable
compelling communications services for people at home, at work and on the
move. With operations in more than 130 countries, Alcatel-Lucent is a local
partner with global reach. The company has the most experienced global
services team in the industry, and one of the largest research, technology and
innovation organizations in the telecommunications industry. Alcatel-Lucent
achieved revenues of Euro 17.8 billion in 2007 and is incorporated in France,
with executive offices located in Paris. For more information, visit
Alcatel-Lucent on the Internet: http://www.alcatel-lucent.com

SOURCE Alcatel-Lucent

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