* Partnership provides location-based enhanced services to Airtel Lanka customers

Celltick, a global leader in mobile initiated commerce announced its partnership with Airtel Lanka, a subsidiary of Bharti Airtel, a leading global telecommunications company with operations in 20 countries across Asia and Africa. With this partnership, Celltick will provide a fully managed high-value interactive service on the home screen for Airtel Lanka’s 1.7 million subscribers based on its patented LiveScreen platform.

Celltick’s managed service delivers location-based information and provides ease of access to relevant content, service discovery and mobile coupons for physical goods that can be redeemed in store. Airtel Now! enables the consumer to discover and avail various value added services directly on their home screen. Airtel subscribers can now enjoy services like Tips, Trivia, Factoids, Quizzes, Contests and more with the convenience of a click. Leveraging its unique capability to segment, it targets millions of mobile subscribers based on location and user behavior.

“We are happy to partner with Celltick and introduce a mass market service that delivers content and services to the mobile home screen of our consumers using a simple interactive medium” said Mr. Suren Goonewardene, CEO/MD at Airtel Lanka. “The partnership enables us to realize our vision of delivering innovative services that provide personalized content and information to our subscribers.”

“We are excited to expand our partnership with Airtel Lanka and support them in delivering high value services to their users”, said Abraham Punnoose, Managing Director of Celltick India. “Our experience in providing successful mobile marketing services that deliver value to consumers will enable us to further enhance the experience of Airtel Lanka’s subscribers.”

Earlier this year, the two companies have partnered to launch Start, Celltick’s next generation intelligent Android interface across Airtel consumers in Sri Lanka. Celltick powers billions of mobile-initiated commerce transactions for virtual and physical goods serving more than 110 million active consumers across 25 countries.

About Airtel Lanka: Bharti Airtel Lanka commenced commercial operations of services in Sri Lanka on January 12, 2009, and was the fastest operator to reach 1 million customers in Sri Lanka. With its network footprint panned out across the country and capturing strategic ranking positions in various areas in less than three years of operations, Airtel has emerged as Sri Lanka’s fastest expanding network. Registered under the Board of Investment in Sri Lanka, Airtel Lanka provides digital mobile services into Sri Lanka which includes voice telephony, voice mail, data services and GSM based services. The Company has also received accreditations such as ISO 27001:2005 and ISO 22301 for its continuous efforts towards information security and business continuity.

About Celltick: Celltick is a global leader in mobile initiated commerce. Celltick’s Start is a next generation personalized intelligent interface for Android devices. Celltick is unique in creating and managing mass market mobile marketing solutions for mobile operators, large media companies, device manufacturers and large brands while delighting users with a unique user experience. Celltick enables its partners to engage and monetize their start screen. The company drives billions of transactions annually across more than 110 million active consumers across its different mobile platforms in over 25 countries. A rapidly growing company, Celltick has subsidiaries in Europe, Asia, South America and the U.S. For more information, visit www.celltick.com