NewBay enables network initiated message back-up for O2 UK

NewBay Software, the global leader in digital lifestyle solutions
for operators, today announced a major contract win to add enhanced
functionality to O2 UK’s Bluebook service.  Bluebook was launched in
association with NewBay, to enable users to securely store mobile user
generated content such as photos, videos and messages in their own
personal online space. The service is live and free for O2 UK
subscribers at www.o2.co.uk/bluebook

“Bluebook is a highly successful service for O2 and we are excited
to be working with NewBay to add more feature rich functionality.
NewBay fully understands the mobile user. They continue to develop
innovative services that our subscribers want, while staying focused on
making the services as easy as possible to use,” said Christine
Marsters, Head of Products at O2 UK.

O2 UK licensed NewBay LifeCache to add new features to Bluebook including:
- network initiated message backup
- blogging features to allow users to publish and share content with friends, family and internet visitors
- personalisation tools to add skins to bluebook pages 
- integration with the O2 portal address book
- moderation tools

The new functionality in Bluebook allows all messages, both SMS and
MMS, to be automatically backed up by the operator (previously the user
could only backup messages by sending them to short code 40202). All
messages a user sends or receives are automatically copied from the
MMSC and SMSC. NewBay LifeCache recognises the MSISDN associated with
each Bluebook account and securely stores messages in the appropriate
personal Bluebook. The integration with the portal address book ensures
that all correspondence is assigned the same naming convention the user
associates with that particular MSISDN.

In order to effectively manage the increase in traffic and
significant volume of simultaneous messages that this service
generates, NewBay deployed a filtering application that screens
messages based on set rules such as black listed numbers, contact
details or message type.  Built on NewBay’s core technology and robust
architecture, Bluebook is uniquely designed to be able to store
billions of messages and process petabytes of data.

“This is one of the most practical mobile services around. I use it
myself and currently have thousands of messages stored from birthday
wishes to Happy New Year messages I received from my friends,”
commented Dr Nagappan Arunachalam, CMO at NewBay. “What’s more, from
the operator perspective it is also one of the ‘stickiest’ services as
subscriber personal messages and content are stored on the network.
Operators are uniquely positioned to be able to automatically backup
messages over the air. Which means, no applications to be downloaded
and no configuration needed, it couldn’t be easier for the user.”

The new deployment of Bluebook also allows users to publish and
share their content in public blogs in addition to their private
multimedia albums. Now that content can be published to the public, O2
UK also license NewBay’s moderation tool to ensure only appropriate
content is displayed.

About NewBay Software
NewBay Software is the global leader in digital lifestyle solutions for
operators, enabling subscribers to create, store, view and share user
generated content. NewBay LifeCache product suite empowers operators to
deliver an integrated set of converged rich-media services across any
internet connected device such as mobile, PC and TV. NewBay’s carrier
grade product based solutions include photo and video albums/blogs,
social networking, handset clients, network address book and messaging
services.

NewBay enables operators to increase messaging, data and content
revenue, strengthen customer loyalty and build communities and social
networks based on user generated content. NewBay is delivering
profitable, highly successful commercial services for operators
including T-Mobile, Telefonica O2, Alltel Wireless, Orange, Vodafone,
Swisscom, Bell Mobility, Maxis and SETAR NV. NewBay is based in Dublin,
Ireland; London, UK; Dusseldorf, Germany; and Bellevue, USA. NewBay was
founded in 2002 and is privately held. Investors include Balderton
Capital and Fidelity Ventures.

About O2
O2 is a leading provider of mobile and broadband services to consumers
and businesses in the UK.  These services include voice, text, media
messaging, games, music and video, as well as always on data
connections via GPRS, 3G and WLAN. Every month, O2’s 18.4 million
customers send well over a billion text messages.  O2 UK is part of
Telefónica O2 Europe which comprises mobile network operators in the
UK, Ireland and Slovakia along with integrated fixed / mobile
businesses in Germany and the Czech Republic.  Telefónica O2 Europe
also owns 50% of the Tesco Mobile and Tchibo Mobilfunk joint venture
businesses in the UK and Germany respectively as well as having 100%
ownership of Be, a leading UK fixed broadband provider

O2 was ranked as 6th best place to work in the Best Companies to
Work for 2008 List and has been awarded a three-star accreditation
denoting an ’extraordinary’ company.

(For b-roll footage of O2, please visit www.thenewshub.co.uk)

For further press information about O2 go to http://mediacentre.o2.co.uk