Leap Wireless Unveils Univision Movil Spanish Wireless Content.

In a move to increase its stronghold on the growing Hispanic market, Leap Wireless International, Inc. announced that this week its Cricket business is launching a suite of Univision Movil Spanish content for its Cricket Clicks subscribers across the country. Cricket Clicks is a wide-ranging catalog of downloadable wireless products and services based on the cutting-edge BREW technology. AG Interactive, a division of American Greetings, provides Univision Movil bilingual content including an array of applications from downloadable Tejano polyphonic music and ringtones to celebrity wallpapers.

With the Hispanic market comprising nearly 20 percent of all Cricket customers compared to an estimated six percent of other wireless carrier customers, Univision is expected to be a popular service for Cricket Clicks customers.

“In the initial stages of developing Cricket Clicks, we closely evaluated how we could tailor this service to meet the various market segments we serve,” said Nitu Arora, vice president, product development. “In addition to offering wireless email, gaming and ringtones, we felt it was important to look at market-specific content, which would not only better serve the needs of our customers but also contribute to our top-line revenue. The Univision suite of applications is an ideal fit for meeting these objectives. Since the content is in Spanish, we believe that the service will resonate well with our large Hispanic customer base and should have a positive impact on ARPU resulting from this segment.”

Several BREW-based Univision Movil applications will be available to customers when the service launches this week, including:

— Univision Melodias — A catalog of more than 700 polyphonic ringtones licensed through more than 70 different music publishers, including Univision Music Group, Universal Latino, Warner Music Latino, EMI International and Sony International.

— Univision Sonidos — More than 180 audio tones and voice ringers including exclusive artist content from Univision Records, Fonovisa Records and Disa Records.

— Univision Imagenes — Access to more than 400 images which include exclusive content of Univision’s on-air personalities, celebrities and athletes, as well as images of historical flags and landmarks targeted to the Hispanic community.

“We are thrilled to partner with Leap Wireless, an organization who understands the importance of the US Hispanic market,” said Nick Montes, vice president of marketing for AGmobile, a division of AG Interactive. “The convergence of AG Interactive, Univision and Cricket demonstrates our leadership in providing high-quality, relevant and exciting content specifically tailored for this emerging community.”

Leap expects to launch other Univision Movil content, including Univision Tarjetas (greetings), Univision Noticias al Dia (news) and Copa Univision 2004 (soccer game) later this year.

To better serve the needs of Cricket’s Hispanic customers, earlier this month, Leap announced its launch of Spanish Anywhere into its suite of Cricket Clicks applications. A bilingual program designed for both Native Spanish- and English-language speakers, Spanish Anywhere enables users to simply translate words and phrases via their mobile phone.