Boost Mobile Launches New Mobile Advertising Program, First Partners to Sign on Are Acura and Fox Searchlight Pictures

IRVINE, Calif.--(BUSINESS WIRE)--Boost Mobile^®, a lifestyle-based telecommunications brand and wholly-owned division of Sprint Nextel (NYSE:S), today announced the launch of a new mobile advertising platform for mobile phones. Acura (www.acura.com), the advanced luxury automotive brand, and Fox Searchlight Pictures, a specialty film company that both finances and acquires motion pictures, are among the first companies to advertise on Boost Mobile’s mobile advertising platform.

Amobee, a world leader in mobile advertising solutions for wireless service providers, is Boost’s official ad-selling and ad-serving partner. Amobee enables brands such as Boost Mobile to conduct relevant mobile advertising campaigns.

Boost Mobile and Amobee will work together to deliver ads to Boost Mobile’s 4.6 million consumers, the majority of which are under the age of 30, who will be able to interact and respond. The first ads, which are expected to appear today, will feature information on Fox Searchlight Pictures’ April 11 release of “Street Kings.” Shortly thereafter, consumers will begin seeing ads for Acura’s new 2009 TSX. Boost customers are not charged for viewing the advertisements, and they may opt-out from receiving advertisements by calling Boost customer service at 1-888-BOOST-4U.

Mobile advertising will appear initially on Boost Mobile’s BoostLIVE and Web Home. BoostLIVE is Boost Mobile’s handset storefront where customers can purchase digital content such as ring-tones, wallpapers, music, and games. Boost plans to expand advertising content to include messaging and key applications in the near future.

“Mobile advertising is an excellent vehicle for reaching a growing segment of younger consumers who are drifting away from traditional mediums such as TV and print,” said Neil Lindsay, vice president of product development, Boost Mobile. “The unique advantage Boost Mobile offers advertisers is access to today’s under 30 audience – a massive and growing crowd of consumers who are more likely to embrace advertising on their wireless phones.”

“The Boost-Amobee relationship aims to show the power of Boost as a media company. Boost has an influence on the mobile media habits of the under 30 demographic in the US. This relationship was created to attract youth and lifestyle brands which haven’t traditionally invested in interactive advertising. Working with these brands will position Boost as a leader in mobile advertising,” said Zohar Levkovitz, CEO of Amobee.

Amobee has previously announced a relationship with Winstar Interactive to sell mobile inventory and develop relationships with major advertising agencies. Brands that are interested in advertising on Boost Mobile phones, may contact Amobee Media Systems at 650-802-8871.

About Boost Mobile

Based in Irvine, California, Boost Mobile, a division of Sprint Nextel Corporation, (NYSE:S), is a lifestyle brand that offers premium prepaid wireless phones and services. Boost is among the leading prepaid wireless services in the U.S. and now has 4.6 million customers - the majority of which are under the age of 30. Boost-branded wireless phones and services are available at national retailers, independent wireless dealers and convenience stores. Purchase and experience Boost Mobile on the Web at www.boostmobile.com.

About Amobee Media Systems

Headquartered in Redwood City, California, Amobee Media Systems is the most deployed telco-grade ad-serving solution. Amobee is dedicated to mobile operators, allowing them to dynamically insert advertising impressions in all forms of mobile communication and content: WAP Browsing, Video & Music, SMS, MMS, applications and Games. Amobee’s complete ad serving solution is designed to facilitate the launch of advertising campaigns for brand building, direct response and lead generation campaigns helping mobile operators and their subscribers “get more for less.” The company enjoys financial backing from some of the biggest names in venture capital: Accel Partners, Sequoia Capital, and Globespan, as well as strategic investments from two leading operators: Vodafone and Telefonica.