Juice Wireless and Trans World Entertainment Launch Retail Industry's First Mobile Digital Entertainment Store

NEW YORK--(BUSINESS WIRE)--Dec. 13, 2005--

Starting today, f.y.e customers can download the latest digital games, ringtones and songtones to their mobile phones anytime, anywhere from www.mobilefye.com

Juice Wireless, Inc., the market leader in award winning consumer mobile data services, applications and content, and Trans World Entertainment, the nation's largest specialty music retailer, today announced the launch of www.mobilefye.com, a new consumer mobile content store featuring the latest in digital entertainment. A milestone for the music retailing industry, the store was developed to provide users of mobile phones with instant access to the latest digital mobile games, ringtones and songtones available today. With the launch of mobilefye.com, the companies have pioneered a new way to distribute mobile content, combining an off-carrier Internet based technology platform with viral marketing aimed at an extremely large target market, music and gaming enthusiasts of all ages.

"Trans World is excited about the launch of our new mobile digital entertainment store for consumers," Fred Fox, Executive Vice President of Marketing and Merchandising, TWEC. "As a leader in providing innovative, state-of-the-art retail technology we're always looking for new and innovative opportunities to proactively deliver rich entertainment experience for our customers. Our partnership with Juice Wireless provides an incredible way to reach and market to f.y.e. customers through their mobile phones.

At www.mobilefye.com, consumers can purchase and download realtones, polyphonic tones, sound effects and voice ringers priced from $1.99 - $2.99 each. Games are sold a la carte at a price of $3.99 per game. The new store's content is compatible with a wide variety of mobile phones and cellular service providers and includes both digitized and polyphonic tones to reach the broadest number of cell phone users.

"Trans World continues to deliver innovations in the area of entertainment retailing and marketing," said David T. Herman, CEO of Juice Wireless. "With the addition of mobilefye.com, the company is pioneering an exciting new retail venue for digital music and entertainment targeted specifically at the mobile phone user. And, it's a win/win situation. Customers have instant access to the latest songtones from their mobile phones; and, f.y.e. gains a great new consumer product that enhances the purchase experience and stimulates additional sales and revenue courtesy of Juice Wireless."

About Trans World Entertainment

Trans World Entertainment is a leading specialty retailer of music and video products. The Company operates approximately 800 retail stores in 47 states, the District of Columbia, the U.S. Virgin Islands, Puerto Rico and e-commerce sites, http://www.fye.com, http://www.wherehouse.com, http://www.coconuts.com and http://www.secondspin.com. In addition to its mall locations, operated primarily under the F.Y.E. brand, the Company also operates freestanding locations under the names Coconuts Music and Movies, Strawberries Music, Wherehouse, CD World, Spec's, Second Spin and Planet Music.

About Juice Wireless

Juice Wireless, Inc. brings innovative, consumer-friendly and highly useful mobile content services to market as both direct-to-consumer products and as highly effective marketing services for the world's largest media companies and consumer brands. Juice's direct-to-consumer mobile services include Mobile Birthday Reminder(TM) (www.mobilebday.com) and Cool Mobile Games(TM) (www.coolmobilegames.com). Juice's mobile phone marketing services customers include AOL Impact Marketing, Conde Nast Corporate Sales, Hearst Corporate Marketing, Teen Vogue, The Gillette Company and Sony Connect. Founded in March 2004, the privately-held company is headquartered in New York City. Visit www.juicewireless.com.