“Sybase mCommerce Guide 2011” Global Market Opportunities for Financial Institutions, Enterprises and Mobile Operators

Sybase Executives, Partners, Industry Influencers Examine Best Practices as Companies Set Out to Capitalize on the Fourth Screen

NEW YORK--(BUSINESS WIRE)-- Sybase 365, a subsidiary of Sybase, Inc. the global leader in mobile messaging and mobile commerce services, today unveiled the inaugural edition of its annual Sybase® mCommerce Guide 2011. A compilation of articles by Sybase executives, partners, and industry analysts, the guide examines the transformation of commerce via the fourth screen – the mobile device. The comprehensive guide explores global market opportunities for financial institutions, enterprise and mobile operators through the viewpoints of those who are deeply involved in successful executions of various mCommerce strategies that are transforming lives both in developed and emerging economies.

Contributions from key industry thought leaders and innovators include Telekom Austria Group, MEF, Western Union, IBM, Javelin Research, Celent Banking Group, FirstCaribbean International Bank, Commercial Bank of Qatar, Informa Telecoms & Media, Juniper Research, and the Mobile Marketing Association.

In his introduction to the Sybase mCommerce Guide 2011, Sybase chairman and CEO and John Chen writes: “Remember when a mobile phone did only one thing—allow you to talk to someone? Now these personal mobile devices are the force behind an intriguing mix of mCommerce services causing social and financial changes worldwide.”

Sybase 365 is in a unique position to deliver an industry guide given its strong relationships with financial institutions, mobile operators and enterprises. “The strategies behind mCommerce executions vary from region to region and are driven by local social and economic realities,” said Marty Beard, president, Sybase 365. “The goal of this guide is to be a vehicle for today’s most innovative minds to share practical information and paradigm-shifting examples with the global market.”

Leading with a holistic look at the current mCommerce landscape, the first section of the guide provides the readers with a picture of the opportunities and challenges for mCommerce in various parts of the world, including Africa, Nepal and the Americas. Delving into opportunities for financial institutions, the second section looks at growth potential for firms that want to implement an mCommerce strategy today.

Mobile operators play a key role in driving mCommerce adoption around the world, so the third section of the guide is a compilation of success stories from operators in developed and developing regions such as Austria, Germany, Afghanistan and Kenya. Finally, the last section is dedicated to the profitability of mCommerce for enterprises, with highlights of successful mCommerce strategies.

Download a copy of the Sybase Mobile Commerce Guide, and watch Sybase 365 President Marty Beard, introduce the Guide at http://www.sybase.com/mobilecommerceguide. For additional insight on Sybase’s view of the Mobile Commerce landscape, visit our blogs: http://blogs.sybase.com

About Sybase 365

Sybase 365, a subsidiary of Sybase, Inc. (an SAP company; NYSE: SAP), 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, GRX, IPX interoperability, end-to-end mobile commerce solutions, innovative mCRM, mobile marketing and content delivery services. Sybase 365 processes more than 1.5 billion messages per day, reaching 900 operators and 4.5 billion subscribers around the world. For more information, visit: www.sybase.com/365. Read our blogs: http://blogs.sybase.com. Follow us on Twitter at @Sybase.

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 Statement

Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as “anticipate,” “believe,” “estimate,” “expect,” “forecast,” “intend,” “may,” “plan,” “project,” “predict,” “should” and “will” and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

CONTACT:

Sybase Public Relations
Shahzia Banth, 925-236-4224
shahzia.banth@sybase.com
or
CJP Communications
Emily Cleary, 212-279-3115 ext. 257
ecleary@cjpcom.com

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INDUSTRY KEYWORDS:   Technology  Data Management  Software  Mobile/Wireless

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