New mobile handset using Plextek design launches overseas

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Press Release

New mobile handset using Plextek design launches overseas

Emblaze device targets the young people's market

Emblaze Mobile (formerly AlphaCell Wireless 2001 Ltd.), an Emblaze Group company (LSE: BLZ), has announced that Partner Communications Company Ltd (Partner), operating the orange network in Israel, and Israel's largest GSM operator, is launching the "Alpha P8" branded mobile handset based on the Emblaze M5 model.

The new handset is central to Partner's strategy to target the youth market with devices, content and services tailored specifically to the interests, needs and usage patterns of the youth market. Emblaze Mobile has designed a fully branded customised device with a unique user interface reflecting the branding of Partner. The branded mobile handset is the M5 model which UK electronics design consultancy, Plextek Ltd played a large part in developing.

The Plextek team integrated the GSM/GPRS baseband and radio hardware for the phone, as well as designing the handset using Bluetooth technology. The core GSM/GPRS software stack has been licensed from TTPCom, a Cambridge based provider of intellectual property for use in the design and manufacture of wireless communication terminals.

The Alpha P8 is one of the most technologically advanced devices on the market today. The handset, includes capabilities such as:

a video camera that gives more than 30 minutes of video recording

a still images digital camera capable of taking more than 1,000 pictures

one of the largest colour screens in the industry - a 2.2 inch mini TV with 65,000 colours)

3D gaming

Java gaming

a 'skins' application for changing interface graphics 'look and feel'

7-way conference calling

3 hours voice recording: MP3

30 minutes video recording

MMS

Email support
and more.

Specifically designed shortcuts integrated into the phone's navigation give users a one-touch 'hot button' access to operator services and to the video menu, which includes video camera mode, an 'on demand' video portal, personal photo album and MMS.

Avner Mor, CEO of Emblaze Mobile, said: "Developing market-specific devices is what Emblaze Mobile is all about. This approach benefits both the cellular operators who want to increase revenue streams, as well as the end user, who can now choose a handset that is designed for them."

Colin Smithers, managing director of Plextek added: "This launch represents an important milestone in cellular communication as a result of a thorough co-operation between an operator and a cellular phone manufacturer. In this example of working together, the handset was designed by Emblaze Mobile alongside Partner, mainly to incorporate video and games capability as key applications and value added services revenue driver for the GSM operator. It is clear that this is a model that is easily transferred to the UK market."

Issued 28/04/2004