Sybase 365 Launches World’s First High-Volume Messaging Platform

Support for IMS and IP Messaging, Mobile Applications and Integrated mCommerce Capabilities

Innovative Advanced IP Messaging Server Enables Telecom Operators to Maximize 4G Opportunities

CTIA Wireless I.T. & Entertainment 2009

SAN DIEGO--( 365, a subsidiary of Sybase, Inc. (NYSE:SY), the global leader in mobile messaging and mobile commerce services, today announced its Advanced IP Messaging Server (AIMS), available as a fully hosted or on premise solution. AIMS is built upon Sybase’s experience as the leading global messaging interoperability provider as well as the company’s broad database, development tools, and analytics software technology base. Sybase is the first to offer a combined messaging delivery and value added applications and charging platform for telecom operators.

AIMS is designed to support broad-based interoperability across IMS protocols, enabling operators to move aggressively into 4G and IMS deployments, without having to worry about evolving standards or potential disruption of their legacy messaging businesses. AIMS’ rapid service and application deployment capabilities will free operators from time spent reconciling technology implementation across divisions, partners, and competitors, allowing them to focus on increasing return on investment and customer service.

“As the industry moves to 4G, operators face key technical challenges. In order to capture new revenue opportunities, they will be required to integrate new and emerging standards, while maintaining existing messaging services and legacy data, and revenue streams,” said Marty Beard, President, Sybase 365. “By combining the reliability and scalability of a platform that successfully delivers over 1 billion mobile messages daily, with an advanced architecture for application delivery, Sybase 365 AIMS is an effective tool for operators to differentiate their service offerings in a time of change.”

Sybase 365® AIMS delivers a unique solution to operators that was previously unavailable and includes:

Converged messaging environment for IMS and pre-IMS environments – Operators can now take advantage of IP services while maintaining existing messaging business, thus minimizing the risk from technology disruption.

Core personalization, presence, and charging services – Sybase 365 provides the opportunity to deliver, mash up, and monetize next generation messaging and other social network or user-generated content applications and services. The impact of improved messaging capabilities is also recognized in mobile enterprise applications, where improved interactivity across mobile workers and teams will become vital to improving mobile workforce productivity and communication.

Professional application development environment – Built upon the Sybase 365 OSGi™ Server, the AIMS platform enables operators to efficiently develop and deploy IMS-enabled applications that add value to core network services. AIMS also provides a platform to expose network services to third party developers and development communities, providing an opportunity to further grow the ecosystem around operator services.

Integrated mCommerce suite – AIMS will enable rapid deployment of digital mobile wallet, mobile airtime topup, and mobile remittance applications, providing an easy end-to-end roll-out of mobile commerce offerings across a single platform.
To learn more about AIMS, visit Sybase 365 at CTIA Booth no. 609, October 7-9

Download the whitepaper detailing the AIMS architecture, core design details, and specifics of how it can help operators manage the risk of 4G and IMS deployment while taking full advantage of the opportunities these new networks provide.

About Sybase 365

Sybase 365, a subsidiary of Sybase, Inc. (NYSE:SY), is the global leader in enabling mobile information services for mobile operators, financial institutions and enterprises. We provide our customers with the widest offering in SMS, MMS and GRX interoperability, end-to-end mobile commerce solutions, innovative text messaging, mobile marketing and content delivery services. Sybase 365 processes more than one billion messages per day, reaching 800 operators and 3.4 billion subscribers around the world. For more information, visit: Read our blogs:

Sybase and Sybase 365 are trademarks or registered trademarks of Sybase, Inc. All other company and product names mentioned may be trademarks of the respective companies with which they are associated. ® indicates registration in the United States.

Forward-Looking Statements

Certain statements in this release concerning Sybase, Inc. and its prospects and future growth are forward-looking and involve a number of uncertainties and risks. Factors that could cause actual events or results to differ materially from those suggested by these forward-looking statements include, but are not limited to, the performance of the global economy and growth in software industry sales; market acceptance of the company's products and services; customer and industry analyst perception of the company and its technology vision and future prospects; the success of certain business combinations engaged in by the company or by competitors; political unrest or acts of war; possible disruptive effects of organizational or personnel changes; and other factors described in Sybase, Inc.’s reports filed with the U.S. Securities and Exchange Commission, including its annual report on Form 10-K for the year ended December 31, 2007.

Sybase 365
Shahzia Banth, 925-487-7139
Bite Communications (for Sybase 365)
Ana Brekalo, 415-365-0389