Sybase 365 to Provide SMS Notifications and Mobile Marketing Services for Western Union

Sybase 365, a subsidiary of Sybase, Inc., a developer of mobile messaging and mobile commerce services, announced it will provide services to enable The Western Union Company to interact with and engage its consumers with SMS-based notifications and mobile marketing campaigns.

Sybase 365 delivers SMS-based messages to Western Union loyalty card members who send money transfers from nine countries, including Belgium, Denmark, France, Gabon, the Netherlands, Poland, Russia, Sweden and the U.K. SMS notifications are available in the senders' preferred languages, including Swedish, Dutch, Danish and French. When consumers send money, they can receive an SMS message confirming the funds have been paid out. The service will be extended to Western Union Gold Card members in six additional countries by year-end.

Sybase 365 will also deliver SMS-based messages to Western Union consumers who have opted-in to receive offers such as coupons, promotional codes and additional information on products and services.

"There are now more than four billion mobile phones in use," said Gail Galuppo, Executive VP and CMO for Western Union. "In select markets, we are already putting the power of Western Union in our consumers' hands by offering transactions via mobile phone. By furthering our agreement with Sybase 365, we are able to bring even more value to our consumers by notifying them that their funds have been received and by offering discounts and special offers directly on their mobile phones."

"Sybase 365 global mobile messaging reach and mobile commerce services allow enterprises to maximize the potential of the mobile economy," said Marty Beard, President, Sybase 365. "This service is a perfect example of how companies can leverage our multi-faceted offering to reach and engage customers effectively through the mobile device."

This agreement builds on an alliance with Western Union announced earlier this year, where Sybase 365 was selected to participate in Western Union's Digital Vendor Program with its mWallet and mBanking Platforms. Facilitating mobile finance initiatives in Latin America, Africa, the Middle East and Asia, such programs will help build the mobile finance ecosystem benefitting enterprises and end-users.

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