Multiplus Fidelidade Chooses Oracle's Technological Platform

Technology to Link Loyalty Programs From Companies in Different Industries,
Including TAM Fidelidade

SAO PAULO, July 7 /PRNewswire-FirstCall/ -- Multiplus Fidelidade, the new
business unit at TAM (NYSE: TAM; Bovespa: TAMM4), and Oracle have signed a
contract to implement the technological platform using the Oracle Siebel Call
Center and Oracle Siebel CRM Loyalty solutions, which will link the loyalty
programs of companies representing diverse industries -- from an airline
company to gas stations, phone companies, supermarkets, hotels, bookstores,
movie theaters, banks, credit cards, internet service providers, automobile
manufacturers, and more -- and integrate them into a network of loyalty
initiative programs.
(Logo: http://www.newscom.com/cgi-bin/prnh/20080221/SPTH002LOGO )
"We decided to invest in a top quality global technology that has been
proven to have the flexibility and versatility to efficiently manage the
network of Multiplus Fidelidade programs, which has several companies across
different industries as members, and each one of them with their own
regulations," states Libano Barroso, TAM's Vice President of Finances,
Management and IT, explaining the reasons that led them to choose the Oracle
platform. He adds that another decisive factor was the platform's scalability;
it is able to handle the fast, strong growth expected as partners join the
program and consumers become Multiplus Fidelidade members.
The Multiplus Fidelidade Operations Director, Luiz Eduardo Ritzmann,
confirms that the technologies of 13 companies that participated in the
selection process were evaluated, requiring the analysis of 110 technical
requirements. "We came to the conclusion that the loyalty programs platform
developed by Oracle with globally proven effectiveness, including those
developed for airline companies, is the most appropriate due to its
flexibility, which allows the connectivity of all programs belonging to the
Multiplus Fidelidade network," he says. Oracle's global operation was another
relevant attribute, considering that in the first quarter of 2010 TAM will
complete the membership process with the Star Alliance, the largest global
commercial aviation alliance.
This flexibility will allow Multiplus Fidelidade members to concentrate on
a single points account that will accumulate with airline ticket purchases as
well as daily spending with gas stations, cell phone companies, supermarkets
and bookstores that participate in the network, as well as companies in other
industries. Consumers may access Multiplus Fidelidade via the internet to
redeem accumulated points for rewards offered by the participating companies'
loyalty programs -- from TAM Viagens tours to products and services from the
other partners.
According to Ritzmann, the other decisive factor in the decision process,
the Oracle platform's scalability, allows "the number of partners in the
network and especially the number of Multiplus Fidelidade members to be
multiplied without limiting its future expansion." The TAM Fidelidade program
alone, which will continue being TAM's frequent fliers program, currently, has
5.9 million members.
Oracle Siebel CRM Loyalty is a scalable open solution based on market
standards and guarantees flexibility and agility in the inclusion of new
partners, in addition to ensuring a 360 degree view of the client by complete
client mapping of transaction history, services required, purchases made,
preferences, etc. "TAM is our first client in the aviation industry. The
airline's proposal is innovative and will ensure a qualitative boost for the
company with respect to its clients," says Elisabete Waller, Vice President of
Oracle Applications in Brazil. "We offer a complete solution, recognized by
independent research institutes like Gartner and Forrester, who consider
Oracle a leader in the CRM industry."
More information about Multiplus Fidelidade is available at
www.multiplusfidelidade.com.br.
About TAM
TAM (www.tam.com.br) has been the leader in the domestic Brazilian market
since July 2003, and closed last May with a 44.9% market share. The company
operates flights to 42 Brazilian destinations. It serves 79 different
destinations in the domestic market through commercial agreements with
regional companies. Among Brazilian airline companies that operate
international flights, TAM's market share was 86.8% in May. Its international
operations include its own flights to 18 destinations in the United States,
Europe and South America: New York, Miami and Orlando (USA), Paris (France),
London (England), Milan (Italy), Frankfurt (Germany), Madrid (Spain), Buenos
Aires and Bariloche (Argentina), Cochabamba and Santa Cruz de la Sierra
(Bolivia), Santiago (Chile), Asuncion and Ciudad del Este (Paraguay),
Montevideo (Uruguay), Caracas (Venezuela) and Lima (Peru). Additionally, it
has codeshare agreements with international airline companies that allow
passengers to travel to another 64 destinations in the USA, South America and
Europe. A pioneer in its launching of the "Fidelity" [Loyalty] Program for a
Brazilian airline, TAM today has 5.9 million members and has already issued
8.3 million tickets through points redemption.
SOURCE TAM

Libano Miranda Barroso, TAM Investor Relations, +011-55-11-5582-9715, fax,
+011-55-11-5582-8149, invest@tam.com.br