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July 20, 2009

Options Media to acquire SMS provider Bullroarer

Aims to extend its marketing capabilities with new mobile options

By CBR Staff Writer

Options Media Group Holdings, an email and digital marketing services company, has signed a letter of intent to acquire Bullroarer, an Australia-based mobile technology and content provider, with offices in Australia, the UK, Italy, Los Angeles and San Francisco.

The combined entity is expected to offer end-to-end marketing services for mobile marketing, WAP sites, m-Commerce, email marketing, ESP platform service and web advertising.

Scott Frohman, CEO of Options Media, said: This is an ideal merger of services. We were looking for a solid partner to bring our mobile marketing to a whole new level. Bullroarer was looking for a channel in which to open up new revenue streams for their technology and m-content solutions.

Bullroarer has its operations in Australia, South Africa, the UK, Ireland, Central Europe, the US and Canada. Over the next six months, the company is expected to deploy into Eastern Europe and India.

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Andrew Darbyshire, founder and joint CEO of Bullroarer, said: With the introduction of 4G networks in the US, new areas for more sophisticated mobile technology are emerging. We are excited to be blending our Global reach in the Mobile space with Option Media’s substantial client base. These clients will now have access to both a new and exciting sales channel (mobile) and an array of profitable overseas markets.”

Bullroarer has developed technologies that include its ‘Master Content Pool’, a facility that provides content to over 5,000 different handset types. Reportedly, clients use the Master Content Pool to supplement their content offerings or, in some cases rely exclusively on the Master Content Pool.

The Web2Mobile Storefront technology platform, offers mobile content ready for immediate purchase by consumers. According to the company, this is helpful to businesses with excess web advertising inventory who can be up and running within several days selling mobile content under their own brand.

Frohman, said: By adding Bullroarer’s technology and expertise, Options Media is going to be a leader into Mobile Marketing’s future. We look forward to letting our clients such as Wynn Hotels, Palms Casino, Best Western Hotels, Jamba Juice, Army National Guard, Toyota Dealerships, Gerber, and other top brands expand their marketing capabilities with these new mobile options.

The closing of a definitive agreement is anticipated in third quarter 2009.

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