Sybase 365 Supports Nelson Mandela Charities Launch of International SMS Campaign

Global Birthday Wishes’ Campaign for Mr. Mandela’s 90th Birthday is First Truly Global Charity PSMS Service Ever Launched

Sybase 365, a subsidiary of Sybase, Inc. (NYSE:SY), the global leader in mobile messaging services, today announced it has partnered with 46664, Nelson Mandela’s HIV/AIDS global awareness campaign, to enable SMS services to celebrate the 90th birthday of Nelson Mandela.

Mr. Mandela’s charitable organisations have come together to launch an international premium SMS service, allowing millions to text their own birthday message to the former South African president.

A mixture of shared and dedicated PSMS codes have been set up in over 20 countries around the world including the U.S., U.K., Australia, Spain and Germany as well as many African nations, making this one of the biggest premium SMS fundraising initiatives to be staged.

Well wishers who text their own message to their specific country short code will also receive a return thank you SMS message with unique PIN allowing them to view their message securely online at www.happybirthdaymandela.com. The specially created birthday site also contains celebrity messages, both written and filmed, from Mr. Mandela’s supporters around the world.

Launching on June 16 in the majority of territories, the Birthday Wishes Campaign coincides with Mr. Mandela’s 90th birthday concert in London’s Hyde Park on June 27. The concert will be broadcast internationally on television, radio and online and will see numerous stars echoing the call to action to “Text Nelson Mandela Happy Birthday.” The campaign runs until July 18, Mr. Mandela’s actual 90th birthday, culminating in a card being presented to him in South Africa noting the number of messages received.

46664 International Director Tim Massey said, “We are delighted to be launching this campaign allowing so many people around the world the chance to wish this extraordinary man happy birthday. A text based service allows more people to feel part of the celebrations in a very simple way and we hope will raise significant revenues to support the ongoing work of the charities that bear Mr. Mandela’s name and 46664.”

Managed by Nelson Mandela’s HIV/AIDS global awareness campaign 46664, all profits received from text charges during the campaign will go to the Nelson Mandela Legacy Trust and other charitable organisations supported by Mr. Mandela. These include The Nelson Mandela Children’s Fund, The Nelson Mandela Foundation and the Mandela Rhodes Foundation.

Notes to Editors:

The Birthday Wishes Campaign has been set up by Nelson Mandela’s HIV/Aids Awareness organisation 46664 on behalf of all his charity organisations. Well wishers text their own message to Mr Mandela via a dedicated short code and this birthday wish is counted towards the aim of creating the biggest virtual birthday card. Launching on June 16, the text service will be open to the public until July 18, 2008, Mr. Mandela’s actual birthday. To date, countries participating include: UK, Australia, Germany, Spain, USA, Finland, Ireland, Sweden, Austria, Belgium, Denmark, Netherlands, Norway, South Africa, Burkina Faso, Chad, Republic of Congo, Democratic Republic of Congo, Gabon, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda and Zambia. In the majority of countries, well wishers will be able to see their own message on a special website, www.happbirthdaymandela.com, and also learn more about his charities. Delivery of unique PIN code not available all countries.

Specific telecoms advice has been given to the charity in setting up the complex international campaign by Telecoms consultant Tim Williams and Naqada. Running on a system built and managed by UK-based Mediadeck, the campaign has been enabled by mobile service providers including Sybase 365. 46664 concert sponsor Zain has also assisted in switching on the campaign across its African territories. A customer care service has been provided by Mediadeck with support from Elephant Talk, Mediatel and North West Nevada Telecom. With Web design and build by V&H Sistemas Informáticos in Argentina, WAP site design by Adfrap in the UK, and hosting by Rackspace, the Birthday Wishes Campaign is one of the first truly global charity PSMS services ever launched. For further information:

Images and an EPK are available online at www.46664.com/press.

About Sybase 365

Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), is the global leader in mobile messaging interoperability, the delivery and settlement of SMS and MMS content, mobile commerce and enterprise-class messaging services. Processing more than 100 billion messages per year, Sybase 365 reaches more than 700 mobile operators and 2.4 billion subscribers around the world. For more information, visit: www.sybase.com/365.

Sybase and Sybase 365 are trademarks of Sybase, Inc. All other company and product names mentioned may be trademarks of the respective companies with which they are associated.

Contacts

Sybase 365
Carmel Coscia, +1-925-216-4242
carmel.coscia {at} sybase(.)com
or
Incisor Communications (for Sybase 365)
Ana Brekalo, +1-415-365-0389
ana.brekalo {at} incisorpr(.)com