Maxis and Sanrio Digital collaborate to offer first-in-Malaysia licensed Hello Kitty And Friends Mobile Portal

Hello Kitty makes first public appearance in Malaysia Kuala Lumpur, 6 June 2008 – Maxis Communications Berhad (“Maxis”) and Singapore-based digital media specialist company, Sanrio Digital (SEA) Pte Ltd (“SDSEA”) today signed an exclusive partnership to provide Maxis’ 10 million strong-subscriber base access to Hello Kitty and Friends mobile content.

The partnership makes Maxis the only fully licensed Hello Kitty and Friends mobile content retailer in Malaysia. This first dedicated Hello Kitty and Friends portal will reside in the Maxis Mobile WAP portal. Maxis and Hotlink customers who are fans of the fashion icon and special diplomatic envoy[1], can download over 80 licensed Hello Kitty mobile collectibles, such as wallpapers, videos, mobisodes and polyphonic ringtones, directly from the portal.

“We are pleased to enter into this partnership with Sanrio Digital to exclusively carry this iconic, global megastar called Hello Kitty and her friends on the Maxis WAP portal,” said Jon Eddy Abdullah, Maxis Chief Operating Officer, at the launch of the Hello Kitty and Friends portal and partnership signing ceremony in Kuala Lumpur today.

“As the leading mobile operator, Maxis has the largest active mobile data usage in Malaysia. We have over 3.2 million active users and we record, on average, 20 million hits on our Maxis Mobile WAP portal each month. Our customers are frequently accessing the WAP portal for their information and entertainment needs. We firmly believe this success is largely driven by our comprehensive and content-rich services. Our exclusive Hello Kitty and Friends content offering is well positioned to be part of the Maxis mobile data success story,” he added.

Sanrio created Hello Kitty in the 1970s, and since then, it has been a hit with loyal fans worldwide. Hello Kitty and other Sanrio characters are among the most popular cultural exports of Japan, receiving billions of dollars in revenue every year on a wide range of merchandise, with over 30,000 products in its catalogue.

Representing Sanrio Digital at the signing ceremony today, David Kim, Director of Sanrio Digital (HK) Ltd said "We are happy to work with Maxis, Malaysia’s leading mobile operator, to bring this new experience to fans of Hello Kitty. At Sanrio Digital, we pride ourselves in delivering innovative solutions in the field of communications via the adoption of technology and digital media content and we are proud to be able to expand the presence of Sanrio's much-loved characters into the digital realm in Malaysia through our partner Maxis."

Maxis has also launched the Hello Kitty And Friends Mobile Fun Club to offer Hello Kitty fans special discounts on all mobile downloads as well as limited edition mobile content.

“While Hello Kitty is new to the mobile industry in Malaysia, the popularity and success of the Hello Kitty franchise has been a global phenomenon. We believe the portal will be a popular service with our customers, especially with 16 to 35 year olds,” Jon Eddy said.

In conjunction with the launch of the mobile portal, Hello Kitty will be making her first-ever appearance in Malaysia at the Maxis Centre in Sunway Pyramid II on Saturday, June 7 and Sunday, June 8, between 2 pm to 4 pm. Customers and fans of Hello Kitty will be able to win an opportunity to have their pictures taken with Hello Kitty and win other exclusive Hello Kitty prizes.

Maxis and Hotlink customers can access this exclusive Hello Kitty and Friends mobile content on directly on their mobile phones through the Maxis WAP portal at http://wap.maxis.com.my/sanrio. Customers can also visit http://maxis.sanriotown.com/ on the internet to download mobile content to their phones from the portal.

Hello Kitty wallpapers and polyphonic ringtones cost RM3 each. Hello Kitty videos and special mobisodes are priced at RM4 per download. Members of the Hello Kitty Mobile Fun Club enjoy 50 to 70 percent discount on all content. To become a member, customers need to subscribe to the service by typing “ON KITTY” and send the message to 27200. Hello Kitty Mobile Fun Club membership is RM5 per month.

[1] Hello Kitty has been the United States children’s ambassador for Unicef since 1983. Hello Kitty was also recently appointed by the Japan Tourism Ministry to represent Japan in its “Visit Japan” campaign.