Payforit service means I-play games will be available via a friendly mechanism



GLOBAL ENTERTAINMENT COMPANY I-PLAY FIRST CUSTOMER FOR DIALOGUE?S FULLY ACCREDITED PAYFORIT SERVICE

Sheffield, UK-/January 26, 2007 - Wi-Fi Technology News/-Sheffield-based Dialogue Communications announced that I-play, the mobile entertainment company, has become the first customer of its Payforit Service, the first fully integrated and accredited mobile payments gateway to be rolled out across all UK operator networks. Dialogue?s Payforit service means that I-play games will now be available via a more speedy, intuitive and consumer friendly purchasing and download mechanism.

?Our vision for the industry is that the mobile users will see a standard mobile payment mechanism for any content they buy from their mobile, no matter what or who they are buying from. This will increase consumer confidence, which will in turn lead to improved revenue streams,? commented Paul Griffiths, Managing Director of Dialogue UK.

Iain McCallum, Head of Interactive Messaging Products at O2 explains: ?We are huge advocates of Dialogue?s Payforit service and to show the strength of our commitment, we are insisting all our content suppliers use Payforit to sell content on our network from April 2007.?

David Gosen, CEO of I-play commented: ?We identified Dialogue?s Payforit service as outstanding right from the start and so are excited about being their first live customer. A standardized and preferably branded payment mechanism that consumers recognise and trust is an essential step in driving the industry forward, both on and off portal.?


About Dialogue
Dialogue is a world leader in mobile messaging, mobile electronic payments processing and specialises in the development and rapid deployment of mobile applications that utilise text messaging and mobile multimedia. Its customers include BT, MSN, Virgin Mobile, Vodafone and O2. The company has offices in the UK and Australia.

About I-play

I-play brings the best in mobile entertainment to an audience of over one billion people via a network of over 120 carriers worldwide, including Sprint (NYSE:S), Verizon Wireless (NYSE:VZ), Cingular, Vodafone (LSE: VOD.L) and Telefonica Moviles (NYSE: TEM), amongst others and online portals. I-play has been creating mobile games since 1998 and continues to spearhead the creation of mobile entertainment for the next generation. As one of the world's longest established and respected creators of mobile entertainment, the I-play brand stands for quality and the best in mobile development. A move into mobile video content via a license agreement with Universal Mobile Entertainment sees I-play offering the best clips from Universal Studios? most popular blockbuster movies.

I-play's investors are Apax Partners and Argo Global Capital. I-play is headquartered in London, with North American Regional HQ in San Mateo, California and European Regional HQ in Dunfermline, Scotland; a publishing studio in Macclesfield as well as sales offices in Paris, Hamburg, Madrid, New York and Singapore.

For more information, please call +44 (0) 20 7901 1760 or visit us at http://www.iplay.com/