US : Amp'd Mobile, the first 3G mobile entertainment company created to bring next-generation broadband wireless services to youth and young professionals, today announced its nationwide, online retail launch with services and phones available immediately at www.ampd.com.

After a successful "soft launch," the company is rolling out the full national launch of its service with new rate plans and innovative, unparalleled programming, including exclusive and original content designed to leverage the advantages of broadband wireless.

Amp'd Mobile offers traditional wireless services such as voice and text along with a totally new proprietary user interface (UI), built on BREW(R) 3.1, for quick and easy access to a wealth of unique, edgy 3G content across music, games, sports, entertainment, news, lifestyles and much more.

"We've received tremendous feedback and learned a lot from our soft-launch in December and we're introducing new offerings for our national launch -- with highly competitive rate plans starting at $29.99 per month, free no-overage mobile-to-mobile, three months of free megabyte downloads, plus a compelling $99 EVDO phone with close to $200 of free accessories and services thrown in," said Peter Adderton, CEO/founder, Amp'd Mobile. "We've always said that relevant content and competitive pricing are the most important things to our consumers, and we believe we've hit it right on in both areas."

The Amp'd service launches nationwide with Jet and Angel by Kyocera Wireless, two affordable high-speed EVDO handsets perfect for rapid downloading of Amp'd Mobile's unique content. The Jet premieres at $99 and Angel at $119 with a special launch package that includes three months of free data, 128MB memory card, extended life battery and stereo headset, totaling nearly $200 in combined savings. All Amp'd handsets feature EVDO (broadband wireless), push-to-talk (PTT) walkie-talkie, digital camera, video, removable memory, high-res screens, built-in stereo sound and USB connectivity for side loading music from CDs and PCs. An additional handset from Motorola will be available in the first quarter of 2006.

During the purchase process, members can select from a wide range of pricing options for standard wireless services and content services. Amp'd Mobile's pricing is similar to the cable model of "basic" and "premium" services. Plans start as low as $29.99 for 250 minutes and go up to $199.99 for unlimited voice, data and PTT usage plus a free phone. All rate plans include the following free services: unlimited nights & weekends, unlimited mobile-to-mobile with no overage charges, caller ID, call forwarding, call waiting, basic voice mail, three-way calling, long distance and roaming, daily address book back-up, Web access to Amp'd Live, and fully customizable content pre-loads. Amp'd Mobile's push-to-talk is on par with the best-of-breed PTT services available in the U.S. mobile market and can be added for $14.99 per month for unlimited usage or pay as you go for just $0.99 per day.

Pricing for text and picture/video messaging is competitive for both a la carte or packages. Text messaging is priced at $0.10 to send or $0.02 to receive per message or unlimited texting for $9.99 per month; picture/video messaging is $0.25 per message or in a package of 50 text and 50 picture/video messages for $4.99 per month; and unlimited, text, picture and video messaging is available for $14.99 per month.

Data (megabyte) downloads or streams are free for the first 3 months, and priced at either pay per use for $0.30 per MB or unlimited MB Package for $19.99 per month thereafter. Wallpapers are $0.99 each; polyphonic tones at $1.49; Mastertones and voicetones at $1.99; dual delivered (handset & PC) music downloads at $0.99; music videos at $1.99. BREW applications, such as Danny Sheridan Sports Odds & Live Scores and Gameloft's King Kong: The Official Mobile Game available from $1.99-$7.99 per month. Video subscriptions are available for $1.99 to $4.99 per month, that include unlimited access to network programming from providers such as MTV, UMG, VH1, Comedy Central, CMT, CBS, UPN and much more.

All of Amp'd Mobile's EVDO handsets are customized by new subscribers upon purchase. Members choose their own pre-loaded content from music, entertainment, ringtones, wallpapers and more -- rounding out Amp'd Mobile's founding charter: to create a fully personalized mobile entertainment experience. Amp'd handsets connect with PCs, creating a seamless cross platform solution with effortless content management, including dual-delivery and side-loading capabilities. All Amp'd Mobile phones include expandable memory with TransFlash(TM) cards and dedicated Push-To-Talk (PTT) capabilities enabled by Kodiak.

Amp'd Mobile content is accessed easily through the proprietary and stunning Amp'd Live user interface, which is broken into intuitive programming channels, e.g. Ultimate Fighting Championship(R) (UFC(R)) fans are able to access all video, ringtones, music, screensavers, etc. through a dedicated UFC channel on the interface. The company's content strategy has focused on three main areas: highly coveted, exclusive licensed content, original programming created specifically for Amp'd members and user-generated content such as viral videos, undiscovered garage bands and more.

Some of the current content offerings from Amp'd include the best from the worlds of music, sports, gaming and entertainment including Universal Music Group, Snoop Dogg and Snoop Youth Football League, CBS, UPN, and MTVN properties MTV, Comedy Central, VH1, Spike and CMT, as well as viral videos from Break.com (formerly Big-Boys) and College Humor; best-selling 3D, multiplayer mobile games for console-like experiences from BREW developers, including THQ Wireless, Gameloft, Digital Chocolate, Superscape, Zingy, TCS, Jumbuck, Taito, Capcom, Airborne Entertainment, GLU, iPlay, Fathammer, Floodgate, 9 Squared, Bandai, InfoSpace and more, with a "Games Connect" Community from M7 Networks that enables cross-carrier gamer interaction and a Games Reward System from Sennari that provides real world prizing for game play; the best in sports from action-sports giant PRIMEDIA, alternative sports with Ultimate Fighting Championship, Motorsports from the Amp'd Mobile AMA Supercross title sponsorship, as well as Import Tuner magazine; the very best in original content from the leading producers in the country, including Bunim Murray (Real World) LivePlanet (Matt Damon/Ben Affleck company, creator of Project Greenlight), QD3 (Quincy Jones) and Donick Cary (The Simpsons, Late Show with Letterman); lifestyle content that keeps you connected with Hurrydate speed dating and live event coverage from Amp'd Mobile's outdoor broadcast trucks that will pop up at red carpet events, sporting events, etc. to bring a unique coverage perspective directly to handsets.

The complete line-up of additional content partnerships was announced this week at the Consumer Electronic Show in Las Vegas.

The national launch of the service is being supported heavily by strong marketing and advertising campaigns. Following the "Try Not to Die, Amp'd Mobile is Coming" teaser campaign, the new "Have the Power to Entertain Yourself" campaign is breaking this week. The ads demonstrate Amp'd Mobile's unrivalled ability to let its young target audience exercise total control over their mobile entertainment and communications choices by using cutting-edge Amp'd Mobile handsets and services. The integrated effort includes high-profile TV spots, online banner and rich media ads, print, billboard, plus wild posting executions and street marketing stunts designed to build on the already high awareness of the new mobile entertainment company.

Amp'd Mobile will extend distribution outlets early this year with the addition of a new mid-tier handset and pre-paid service plans. "We've seen a high demand for Amp'd pre-paid services," added Peter Adderton. "We're committed to offering multiple payment options to fit a wide range of budgets while providing the same mobile entertainment experience across the board. We believe pre-paid subscribers expect more -- at the same price -- and we'll deliver the best broadband mobile media regardless of how you pay."