Qualcomm’s BrandXtend Powers MLBAM Mobile Content

Qualcomm Incorporated,
a developer and innovator of advanced wireless technologies and data solutions,
and MLB Advanced Media, LP (MLBAM), the interactive media and Internet company of
Major League Baseball, announced the launch of a compelling new lineup of mobile
content and services for baseball fans, powered by Qualcomm’s BREW BrandXtend
Signature Solution. Fans can now readily browse and purchase content such as
team logo and mascot wallpapers, ringtones of famous radio calls, as well as
new player images featuring current players and all-time greats.

MLBAM’s mobile
offerings are available to subscribers of many major

U.S. wireless operators and can be
previewed, purchased and downloaded at MLB.com (http://www.mlb.com/mobile) or
from their favorite team’s official Web site.

Qualcomm’s
BrandXtend gives MLBAM a flexible platform for managing its mobile
direct-to-consumer content offerings on the Web and a reliable method for
delivering content over-the-air to a broad range of mobile devices.

“We
continuously strive to provide baseball fans with interactive opportunities to
support and connect with their favorite teams and players by personalizing
their mobile devices,” said Adam Ritter, vice president of mobile for
MLBAM. “We are pleased that the support from Qualcomm, through its
BrandXtend platform, provides us more control in managing our mobile content
downloads to a wide set of devices. We look forward to leveraging this dynamic
platform in the future as we work to distribute additional MLB.com mobile offerings
directly to consumers.”

“Major
League Baseball is a great brand that enjoys a fan base as passionate and loyal
as any in the world. MLBAM recognizes the value of reaching its fans through
wireless technology, and we are thrilled to collaborate with them in their
launch of the first commercial service based on Qualcomm’s BrandXtend
platform,” said Brian Dunphy, head of brand and affinity relations for
Qualcomm Internet Services. “As demand for advanced mobile content
continues to grow, the entire wireless industry can benefit from the creation
of new discovery avenues through which consumers can find and purchase relevant
content. Fostering this demand is what Qualcomm is seeking to enable with
BrandXtend.”