Release 13 December, 2007

World first in mobile ordering rolls out for Subway UK

A world first for the Quick Service Restaurant market introduced in New Zealand rolls out in the UK this week.

This week British consumers of Subway® will sample the benefits of ‘Subway Express™ on your mobile’. This unique service lets customers order Subway® products through a simple menu driven system installed on their mobile phone. The service was conceived, developed and deployed by New Zealand based company; Altaine.

“The mobile phone is no longer just about calling or txting; it’s a significant, cost effective marketing tool,” says Warren Tobin, CEO of Altaine. “We’re seeing many companies trying to work out how to leverage this technology to engage with customers. The good news is that, designed well, the marketing possibilities for mobile phones are virtually unlimited.”

‘Subway Express™ on your mobile’ eliminates unnecessary waiting in queues or searching for a menu. It complements the existing Altaine TXT and Web ordering services in use by Subway® for the past two years.

Major opportunities are developing in other Subway® locations worldwide. In addition, another large Quick Service Restaurant in the UK has already commissioned Altaine to develop and implement similar technology for world-wide launch in early 2008.

Altaine is a New Zealand owned mobile technology company with clients in the UK, USA, Asia and Europe.

ENDS

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