Yahoo! and Maxis Further Partnership to Enhance Consumer’s Mobile Experience

by Delivering the First Highly Relevant and Engaging Mobile Advertising In Malaysia

Yahoo! Becomes Exclusive Advertising Partner for Maxis’ Mobile Internet Service
KUALA LUMPUR, June 17, 2008 – Yahoo! today announced a strategic mobile advertising partnership with Maxis Communications Berhad (Maxis), Malaysia’s leading mobile operator. In this partnership deal, Maxis is set to carry a variety of innovative graphical advertisements on its wap portal - The Maxis WAP Portal, that is exclusively sold and served by Yahoo!

Today’s announcement builds on continued collaborations between Maxis and Yahoo! to develop and enhance the mobile Internet experience. In June last year, the two companies announced and have subsequently launched, the industry leading mobile search experience, Yahoo! oneSearch on the Maxis WAP Portal, providing a search experience that delivers instant answers and relevant information to consumers without having to scroll through a series of Web links.

Mobile advertising is revolutionizing the market by allowing advertisers to deliver highly targeted messaging to consumers on mobile devices, and providing the opportunity to adopt unique and innovative marketing campaigns through mobile graphical advertising.

As mobile Internet pioneers, Yahoo! and Maxis will combine their expertise in the industry and knowledge of consumer habits, enabling leading brands to offer consumers targeted advertising specifically created for the mobile environment. Mobile advertising allows consumers to interact and engage directly with the unique marketing opportunities that mobile phones provide, and allows advertisers to deliver relevant information to a highly targeted and engaged demographic regardless of whether the consumer is in the home, office, or on the go. Maxis and Yahoo! intend to roll out the first mobile advertisements on The Maxis WAP Portal in the coming months.

The Maxis WAP Portal records an average of 20 million hits per month and offers over 10 million Maxis customers the largest catalogue of content-rich data services in Malaysia. Maxis customers have instant access to news, information, entertainment and access to mobile internet services on the Maxis WAP Portal.

"The mobile phone is poised to be the new media or seventh screen in advertising terms for the simple reason that it is the one truly personal media. Maxis, with our the largest subscriber base and the highest data usage in the country, is in the best position to give Malaysian advertisers the mass market base they desire,” said Kugan Thirunavakarasu, Maxis Head of Product Development and Infotainment.

“Our partnership with Yahoo!, the leader in mobile adverting, shows our commitment to enhancing our strategy and harnessing the power of mobile advertising to create new revenue models.” he added.

"The partnership with Maxis demonstrates Yahoo!'s continued focus on becoming the must-buy opportunity for advertisers and further extends our leadership in graphical advertising across mobile devices," said David Ko, vice president and managing director of Connected Life Asia, Yahoo! "Advertisers and our mobile operator partners recognize the value and unique abilities of mobile advertising and are positioning it as a core part of their digital campaigns. We are excited to work with Maxis to create superior experiences that deliver great value to advertisers and mobile consumers alike."

Yahoo! is focused on creating the monetization engine for the mobile Internet: enabling publishers to monetize their services, advertisers to reach targeted audiences at large scale and with impact, and by providing consumers with enhanced mobile experiences.