SAN FRANCISCO, CALIFORNIA -- (MARKET WIRE) -- 10/23/07 -- CTIA WIRELESS I.T. & Entertainment 2007 (Booth #1250)-Tira Wireless today announced that it is taking code re-use to new heights with the launch of its Jumplet(TM) Partner Program. With this program, Tira Wireless is helping developers further accelerate the development of mobile content by creating an ecosystem of complementary, third party mobile technology providers and making their features and services available to Tira Jump 2008 users through re-usable components called 'Jumplets'.

Tira Jump 2008 enables developers of Java ME applications to create their own customizable, code-encapsulated Jumplets and access a library of third-party components created by members of the Jumplet Partner Program. Jumplets can be used over and over again to: address common issues such as fixes for consistent device incompatibilities; add re-usable features such as a game lobby or community; or integrate industry specific APIs, such as Amobee's new media system for ad-funding mobile content.

"The mobile content market is evolving so quickly, that developers barely have time to review and explore the plethora of mobile services and technologies available today," said Tony de la Lama, Senior Vice President of Product Management and Marketing at Tira Wireless. "With the Jumplet Partner Program we are making it easier by bringing together developers, publishers and value-added technology service providers in a single ecosystem. The goal is to help Jumplet partners gain exposure across the community of Tira Jump licensees to help drive adoption of their offerings. At the same time, we are making it faster and easier for developers to evaluate and integrate the variety of services available to them."

Partners in the program will provide the active and growing Tira Jump user community with easy access to new and innovative features and services that can be easily integrated with their mobile content to add greater value and potentially increase revenues. For developers, integrating Jumplets into existing code is much quicker and easier than using a Software Developer Kit (SDK). Once developers have identified a third-party Jumplet of interest and established a commercial relationship with the appropriate vendor, Tira Jump 2008 will integrate the Jumplet functionality directly into the developer's projects.

Amobee (www.amobee.com) is among the first to join the Jumplet Partner Program and add a value-added service to the Jumplet library. The company enables publishers to dynamically insert targeted, interactive advertisements into all types of mobile entertainment and communication channels, including videos, music, messaging, games, etc.

"Developers, content publishers and mobile operators recognize the value of creating mobile experiences with seamless advertising capabilities," said Patrick Parodi, Chief Marketing Officer and General Manager EMEA at Amobee. "As we continue to grow and extend our reach, Tira Wireless and its growing community of users open up an interesting new channel for us. As a Jumplet Partner, we can provide huge value to Jump 2008 users that wish to increase their revenues by dynamically serving up interactive advertisements."

To join the Tira Wireless Jumplet Partner Program, send an email to info@tirawireless.com or visit www.tirawireless.com to receive a program guide.

About Tira Wireless

Tira Wireless provides application developers and publishers with a portfolio of tools, processes and best practices that help manage the creation of mobile content and speed its delivery to market. The Tira Mobile Content Lifecycle Management solution helps overcome the seemingly insurmountable challenges of mobile deployment by facilitating the marketing planning, design, development, adaptation, testing, channel packaging and distribution of mobile content. By teaming with best of breed technology and service providers such as Bango, Mobile Complete and Enough Software (J2ME Polish), Tira Wireless enables organizations such as Warner Bros., THQ Wireless, Yahoo, Accuweather and Loopt to more effectively embrace the mobile market. Founded in 2001, Tira Wireless is a venture-backed company headquartered in Silicon Valley, with offices in Toronto, Chicago, London and Ukraine. Visit www.tirawireless.com for more information.

NOTE: Tira Wireless is a registered trademark. All other company and product names may be trademarks of their respective owners. All Rights Reserved.

Contacts:
Media Contact:
Echo Communications (for Tira Wireless)
Jodi Echakowitz
(905) 709-9600
Email: jodi@echo-communications.com
Website: www.tirawireless.com