New Delhi, February 25, 2012 – Affle, Asia’s leading mobile media company and Samsung Mobile, a leading mobile phone manufacturer, today announced the launch of ‘The Cricket Hub’ – a unique, exciting & massive mobile marketing campaign for Samsung’s new Omnia W phone. As part of this campaign, Affle has created a branded mobile cricket destination (m.thecrickethub.com) on which cricket fans can access unprecedented and unique cricket content delivered within an innovative Samsung Omnia W Windows Phone experience.

The key highlights of this branded content campaign are the content and the user experience. The content is being created exclusively by Affle and its partners and includes various off-the-field facts, trivia, news bites, live score and exciting contests. The user experience is designed such that users when accessing ‘The Cricket Hub’ will experience it in Samsung Windows interface highlighting key product features of the Windows style design, which includes User Interface being built on the “Live Tiles” concept.

Commenting on this launch Sankalp Mehrotra, Regional Director, Business Development, Affle said, “Affle believes in pushing the limits of mobile innovation and we do so by creating unique mobile experiences to engage the mobile users. With the launch of The Cricket Hub, we are confident of creating, nurturing and sustaining an interesting platform for all cricket fans by offering them an inside view of an exciting off-the-field cricket action. What’s even more interesting is that through this launch we have ushered into an era of creating custom branded content properties for top advertisers on the mobile platform. Given the significant growth happening for mobile content consumption, we expect a lot more advertisers to leverage the branded content route to build consumer engagement going forward.”

The Cricket Hub is a fine example of customising content delivery to highlight key product features. The integration of concepts like “Spotlight”, “My Hub”, “Avatar Stories”, “Live Score”, “Leadboard” and blending of the Windows experience with sticky content are some of the salient features of the platform, which will encourage users to engage with the brand in a simulated environment.

Speaking on the occasion, Asim Warsi, Vice President , Samsung India, said, “Mobile has become a key medium of consumption for consumers to meet their information and entertainment needs, hence it is an important platform for us to engage with them using this platform. We saw Cricket Hub as an appropriate medium to give our unique Window’s Phone experience and exciting cricket content on the user’s mobile.

This unique mobile campaign further validates Affle’s commitment to mobile consumers about bringing them closer to their passion. Affle has successfully built exciting and popular products like SMS2.0Affnet, AffleAds& Pinch in the past and also executed numerous large scale mobile activations for top brands. Over the last few years, Affle’s business has grown significantly making it reach out to over 300Mn users who could be targeted by brands for delivering mobile advertising campaigns.

About Samsung Cricket Hub (http://m.thecrickethub.com)

The ‘Samsung Cricket Hub’ is a first of its kind mobile platform – a one-stop destination for all off-the-field action, trivia, gossip on cricketers & locker room chats. It offers news and stories relating to the entertainment side of cricket and cricketers by capturing the latest dressing room antics, player quotes & off-the-field incidents.

About Affle: Affle is a leading international mobile media company with the headquarters in Singapore. Affle has consistently delivered innovations that enhance the user experience on mobile messaging and make mobile media a reality. Affle currently operates in Singapore, India, China, the UK, the US, Indonesia, Australia, Thailand and Malaysia. Affle’s investors include Microsoft Corporation, Itochu Corporation of Japan, Bennett Coleman Company Limited (BCCL); Centurion Private Equity and D2 Communications (JV between NTT DoCoMo & Dentsu).

About Samsung: Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2011 consolidated sales of US$143.1 billion. Employing approximately 222,000 people in 205 offices across 71 countries, the company operates two separate organizations to coordinate its nine independent business units: Digital Media & Communications, comprising Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, and Digital Imaging; and Device Solutions, consisting of Memory, System LSI and LCD. Recognized for its industry-leading performance across a range of economic, environmental and social criteria, Samsung Electronics was named the world’s most sustainable technology company in the 2011 Dow Jones Sustainability Index. For more information, please visit www.samsung.com.