Optimus Works with NewBay to Launch Mobile Social Networking Service

NewBay enables Optimus subscribers to upload photos, videos and interact with
multiple sites such as Facebook, MySpace and hi5

DUBLIN--(Business Wire)--
NewBay, the leader in digital lifestyle solutions for operators, has been
selected to provide LifeShare, the new Optimus Telecomunicações SA mobile social
networking service in Portugal. NewBay`s award-winning LifeCache Social
Networking Gateway (SNG) is enabling subscribers to instantly keep up-to-date
with their social networking lives via a rich mobile Internet interface on the
handset. Optimus LifeShare provides an aggregated social networking experience,
and has the most advanced, configurable SMS notification feature available,
which alerts users to activity on their online communities.

The service brings together key information and features from several social
networks popular in Portugal including Facebook, MySpace and hi5. With
LifeShare, Optimus subscribers can now instantly upload photos, videos, and
interact with multiple online sites of their choice, through a user-friendly
interface.

"We are delighted to work with NewBay to launch the new mobile social
communities` service, Optimus LifeShare," said Nuno Lopes Gama, Head of Mobile
Internet & Data Services at Optimus. "NewBay LifeCache made it easy for us
integrate with multiple sites through a single connection to the LifeCache
Social Networking Gateway, and provide an intuitive, complete solution to our
subscribers."

LifeCache SNG provides the most comprehensive aggregated mobile social
networking experience available in an operator branded environment. LifeCache
SNG makes it easier for operators to offer localized services that work with
multiple online communities, handsets, languages and operators` own messaging
systems.

"Hi5 is focused on delivering an interactive and entertaining experience for our
millions of users worldwide," said Michael Trigg, Vice President of Marketing at
hi5. "Through LifeCache SNG we will extend our user base in Portugal, by
enhancing the mobile experience in a way that complements our site and the needs
of our Portuguese customers."

With Optimus LifeShare, it is possible for subscribers to view their social
networking activity both in an aggregated view and in an individual site view.
Other key features of the service include the ability to:

* check and send status updates from a wide range of handsets
* receive SMS alerts on social networking activity - configurable by time, by
user, by site
* upload photos and videos to social networks
* receive and send private messages within social networks
* manage friends` requests

"Social networks are created organically to meet the specific needs and
interests of their membership base.The explosion in their usage, especially from
mobile devices, has created a need for better user experiences," said Dr
Nagappan Arunachalam (Arun), Chief Marketing Officer at NewBay Software. "NewBay
LifeCache Social Networking Gateway provides operators with an opportunity to
boost revenue by providing compelling, user-centric services which lend `elegant
organization` to subscribers` social networking activity and add value to the
subscriber experience".

Optimus LifeShare mobile social networking service is compatible with 99% of
handsets on the market today.

Built on NewBay`s telco-grade platform and robust technology, Optimus LifeShare,
is uniquely designed to provide 99.99% service availability, reliability and
performance. As part of the deployment, NewBay provided the User Interface (UI),
and integrated with Optimus` infrastructure systems and locally with Optimus
Portugal`s platforms including messaging, provisioning and billing systems.
Optimus LifeShare is provided as a fully hosted, localized service.

Optimus LifeShare went live on 11 October 2009 and can be viewed at
www.optimus.pt

Social Networks interested in finding out more about NewBay LifeCache Social
Networking Gateway and mobilization via NewBay LifeCache SONA API should email
sona@newbay.com.

About Optimus

Since its beginning in 1998, Optimus has grown in a regular manner within the
Portuguese market, providing its clients with high-quality services and mobile
phones.

Optimus is the sole mobile communications company in the world to have won three
consecutive GSM Awards, a distinction that reinforces its international
recognition. This operator has also won important awards in Portugal.

Its technological excellence was also recognized by the Portuguese
Communications Institute, according to the results of a study carried out by the
quality regulator sector for mobile networks in Portugal.

For its constant launch of new products and services in the Portuguese market -
mobile portals, SMS news services, entertainment services, UMTS, GPRS services
and 3.5G technologies, Optimus is also the leader regarding the use of new
technologies.

For further information, please visit www.optimus.pt.

About NewBay LifeCache Social Networking Solution

Comprising of the LifeCache Social Networking Gateway and LifeCache Social
Networking Client, the LifeCache Social Networking solution is the world's most
comprehensive aggregated social networking experience in an operator branded
environment. It presents popular information from online communities in a single
feed allowing subscribers to instantly engage with friends and family across
third party sites.

About NewBay Software

NewBay Software is the leader in digital lifestyle solutions for operators,
enabling subscribers to create, store, share and view user content. NewBay
LifeCache product suite empowers operators to deliver an integrated set of
converged rich-media services across any Internet connected device such as
mobile, desktop and TV. NewBay`s products include social networking, digital
vault, photo and video albums, handset and desktop clients, smart address book
and messaging services. NewBay LifeCache products are built on NewBay`s Astra
user content platform to uniquely provide telco-grade, scalable solutions.

NewBay is based in Dublin, Ireland; Bellevue, USA; London, UK and Dusseldorf,
Germany. NewBay was founded in 2002 and is privately held. Investors include
Balderton Capital and Fidelity Ventures.

For more information visit www.newbay.com

NewBay Software
EMEA - Amanda Campbell, Marketing Executive
Tel: +353 1 6350700
Email: acampbell@newbay.com
or
USA - Carol Clavin, VP Marketing
Tel: +1 (425) 455 2577
Email: cclavin@newbay.com

Copyright Business Wire 2009