SAN FRANCISCO, CA -- (MARKET WIRE) -- 04/01/08 -- Hook Mobile, a mobile pioneer focused onunleashing the potential of Multimedia Messaging (MMS), has its sights onunlocking the rich media stored in social networks with the launch of itsMAX 2.0 platform. The company is targeting the billions of multimedia filesadded to social networks each year as a great opportunity to fuel thegrowth of MMS. The Hook Mobile platform provides application developers anopen API to easily extract and send multimedia files directly to mobiledevices, thus extending the interaction of social media applications tomobile without the need to browse and download additional software.MAX 2.0 is the first open platform to connect application developers insocial networks, such as Facebook, MySpace and Bebo, to mobile devices viaMMS. With this platform, Hook Mobile enables the multitude of digital bitsto be easily shared with family and friends -- connecting them to theirmobile lifestyles and offering social media developers a direct path tountapped premium revenues.
Hook Mobile's MAX 2.0 platform removes the complex layers of applicationintegration, media transcoding, approval standardization and messagedelivery that previously made it nearly impossible for applicationdevelopers to use MMS. Hook's open API provides access to the MAX 2.0platform for seamless mobile delivery across an endless variety of devicetypes, media formats, diverse carrier network connections and user handsetcapabilities. In addition, a "mobile tab" code base can be integrated intoany Website, application or widget, standardizing the registration,cancellation, and terms and conditions for all applications, giving mobilecarriers the assurances they need to protect the privacy of their mobilesubscribers.
Terry Hsiao, Hook Mobile CEO, stated, "We've embraced the openness of thesocial media environment by offering our open APIs to unlock the potentialof MMS. As one of the most underutilized features on mobile handsets, MMSis showing signs that it will follow the exceptional growth path of textmessaging, and we see social networks as the media source that will be thecatalyst for carriers to monetize on the long tail."
Hook Mobile's MAX 2.0 platform is delivering high-quality multimediacontent across the United States by working with the top U.S. wirelesscarriers. Several additional wireless carriers are expected to introduceHook's MMS to Mobile over the next several months, and further expansioninto Canada and Western Europe is anticipated later this year.
ABOUT HOOK MOBILE'S MAX 2.0 PLATFORM
Hook Mobile's MAX 2.0 platform provides a seamless link between the socialmedia applications and mobile carriers' MMS networks. By offering an openREST-based API for application developers, Hook Mobile reduces MMSintegration with carriers from several months to a few days. The platformsupports mobile premium billing, short code routing and video/image/audiotranscoding, and it is compliant with MMA Best Practices.
ABOUT HOOK MOBILE
Hook Mobile is an MMS pioneer based in Vienna, VA, with offices in SanFrancisco and Shanghai. By utilizing MMS to extend social media, thecompany is unlocking billions of rich media files and providing a marketcatalyst allowing MMS to reach its full potential. MMS is the nextgeneration of text messaging, which is allowing users to receive multimediafiles including video, audio, images and slide shows on their mobilephones. Visit www.hookmobile.com.
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