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Volvo and Mobileplay Team to Deliver First Mobile Auto Configurator; Innovative Free Application for BlackBerries, Smartphones and PDAs


Irvine, Calif. Feb. 8, 2006 - Volvo Cars of North America today announced a partnership with mobile content delivery pioneer Mobileplay that introduces the first-of-its-kind new car configurator that runs on BlackBerries, Treos, Windows Mobile Smartphones and other smart mobile devices.


For the first time within the automobile industry, individuals can build their ideal vehicle to specification on their mobile device. The Volvo configurator allows individuals to configure their dream Volvo, including exterior color, interior fabrics, wheels, drive system and options packages. The configurator displays the buyer’s choices and allows them to contact a Volvo dealer, if desired, to place the order.


Designed to promote the 2006 Volvo XC70 (Cross Country) and Volvo XC90 sport utility vehicle, the configurator was developed and will be distributed by Mobileplay, which develops advertising and free content delivery technology for smart mobile devices.


“As the first auto manufacturer to have its own Web site, launch a car online, place banner ads, sponsor blog sites, produce podcasts, and create its own video game, Volvo’s partnership with Mobileplay is one more way we are using the digital realm to reach market influencers,” said Denise Clause, e-Business Manager for Volvo Cars of North America.


“As the owner of six Volvos in my lifetime,” said Mobileplay founder and CEO James Ryan, “it is with great pleasure that our company is able to contribute to this unique campaign to bring a pioneering new technology to the car shopping experience.”


Volvo is launching the configurator to highlight its use of technology to blend safety and beauty in its products, Clause added. Users of Palm OS, Pocket PC /Windows Mobile and BlackBerry devices can download Mobileplay and the Volvo configurator application for free at via their desktop computer or over the air. Individuals may download the configurator by visiting


Mobileplay offers a variety of ground-breaking methods for major brand advertisers to reach customers using smart devices, and offers major media companies a patent-pending ad network for generating revenue when delivering content to mobile devices.


Mobileplay delivers news, weather, stock updates, sports scores, blogs, casual games, trivia, movie times, travel information and a variety of other content, all of it free to users. Among Mobileplay’s content partners are such major brands as,, AP Digital, BusinessWeek Online, CinemaSource, Fodors, Gawker Media,, PC World, The Sporting News, USATODAY and The Weather Channel.


Mobileplay’s application-based interface design enables users to navigate and manage content easily both on and off their devices, and view it even when offline. They can also share content peer-to-peer with friends and colleagues.


Smart mobile devices are currently experiencing a 50 percent annual growth rate and more than 100 million are expected to be in use by the end of 2006. Mobile advertising is expected to reach $1 billion in the next few years.


About Mobileplay

Mobileplay is a free, ad-supported, peer-to-peer content delivery service to users of smart mobile devices, including PDAs, smart phones and smart email devices. Founded in 2005 in San Francisco, CA, Mobileplay delivers to both large media companies and individual members of the mobile device developer community a turnkey, end-to-end advertising-based solution for generating revenue from their content. The solution includes targeted delivery, tracking and reporting, whether the end user is connected wirelessly or not. Partners include such major brand media companies as, BusinessWeek Online, The Sporting and USATODAY, and game and application developers such as Crimson Fire.


About Volvo Cars

Volvo has been building cars with Safety in mind worldwide for over 75 years. The 2006 Volvo Cars model line-up includes: the award-winning new S40 and its wagon counterpart the all-new V50; the award-winning XC90; the sporty S60 sedan – including the award-winning performance sedan – S60 R and the performance wagon version – V70 R; the flagship S80 luxury sedan; versatile V70 wagon and rugged XC70 (Cross Country); and, the all-new C70 convertible.


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On behalf of Volvo Cars of North America,

Sören Johansson,

Volvo Cars of North America,

949-341-6719,, or


Eric Davis,

Haberman & Associates,



On behalf of Mobileplay,

Jessica Mullens,

Mullens PR,

415-336-4269, or


Sara Olsen,





Technology, Special Interests
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