Clear, the explanation agency, today announced the launch of Silk, an innovative mobile application that simplifies and enriches the mobile user experience. Silk is designed to improve usability and encourage uptake of new services and functions by simplifying the customer journey. This will allow network operators and handset manufacturers to optimise the mobile experience, improving usage and acceptance of new services and increasing ARPU (Average Revenue Per User).

Smartphone adoption is growing with Ovum research forecasting shipments of over 122 million handsets worldwide by 2007. However industry research shows that smartphone users are increasingly frustrated with the mobile user experience and almost 30% are unaware of available handset features.

Adoption of new services is being held back by complex user experiences. Silk overcomes this issue by walking users through the advanced functionality available on their phone and making it easier for users to begin using new services and functions. Network operators can use Silk to improve usability of handsets, boosting usage of premium services and increasing ARPU. By improving acceptance of premium services Silk will help to pave the way for 3G services.

Silk guides users through the advanced features available on their handsets and can seamlessly initiate any function on the phone. This allows users to instantly progress from reading a help tutorial to sending an MMS, setting up email or visiting a WAP site. This reduces customer support costs, improves user perception of handset and service quality and increases adoption of new services and functionality.

In addition, Silk's over-the-air updating capability ensures that customers are always presented with the most relevant and up to date information. Silk offers device manufacturers a channel to communicate with users on a continuous basis, providing information on new services, firmware updates or even updating handsets with the latest virus protection.

Brant Emery, Silk Product Manager states, "Clear's mission is to explain complicated technical products to consumers. As mobiles become increasingly complex Silk has been developed to grow user understanding, encourage adoption and help phone owners make the most of their new handsets. Being on-handset provides users with constant access to this interactive learning tool anytime and anywhere. Silk creates an on-device channel which can be remotely updated, allowing ongoing communications with mobile users and delivery of multimedia content on a push basis."

Silk will be officially launched at the Symbian Expo 2004, Stand 11, Excel London on the 5th and 6th October.


For more information visit www.silkmobile.com or contact

Nicola Riordan

Nicola.riordan@silkmobile.com

0208 877 2662



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