NEVER FORGET A BIRTHDAY AGAIN WITH MOBILEBDAY.COM,
A NEW, FREE SERVICE FROM JUICE WIRELESS, INC.

First-Of-Its-Kind Service Provides Mobile Phone Users With Birthday Reminders Via
Text Messaging and Sends Customized Mobile Greeting Cards To Family and Friends


NEW YORK, Sept. 20, 2005 – Juice Wireless, Inc., the market leader in mobile consumer
data services, applications and content, today announced the launch of MobileBday.com™, a
first-of-its-kind mobile phone service that exploits the ubiquity of mobile phones and the
popularity of text messaging. The service sends users text messages via their mobile phones
“reminding” them of friends and family who celebrate birthdays on that day.
MobileBday.com also provides users with another industry first – the ability to create and
send a personalized greeting card to a friend's cell phone on their birthday.

The free service is quick, convenient and easy to use. Users access
www.mobilebday.com on the Internet and create their birthday reminder list simply by
adding a person’s name, email id, mobile phone number and birthday. Users do not even
have to know a person’s birth date. A unique feature of the service confirms birthdates by
automatically sending emails to people when they’re entered on a user list.

When creating a mobile greeting card, users can select one of six different
backgrounds and add a personalized two line message. They can further customize each
card by uploading a personal photograph or image from their PC and selecting the typeface
and color of the message.

To celebrate the launch of mobilebday.com, Juice Wireless is sponsoring a “$1000
Instant Win Sweepstakes,” now through November 14, 2005. People who subscribe to the
service are automatically entered into the contest. For sweepstakes rules, visit
www.mobilebday.com/contest_rules.php.


The service is available now at www.mobilebday.com . Future enhancements will
include various m-Commerce applications designed to make celebrating birthdays even
easier for consumers using their mobile phones.

“MobileBday.com is a good example of our company’s ongoing commitment to
developing mobile data services and applications that are functionally useful as well as
entertaining,” said Nick Desai, Chairman and CCO of Juice Wireless. “With today’s
announcement, Juice is expanding its product portfolio to include direct-to-consumer mobile
services in addition to our marketing services. This is a big step towards our vision of
making digital content appropriate to the medium, not media specific.”

About Juice Wireless

Juice Wireless, Inc. brings innovative, consumer-friendly and highly useful mobile
content services to market as both direct-to-consumer products and as highly effective
marketing services for the world’s largest media companies and consumer brands. Juice’s
direct-to-consumer mobile services include Mobile Birthday Reminder™
(www.mobilebday.com) and Cool Mobile Games™ (www.coolmobilegames.com). Juice’s
mobile phone marketing services customers include AOL Impact Marketing, Condé Nast
Corporate Sales, Hearst Corporate Marketing, Teen Vogue, The Gillette Company
and SonyConnect. Founded in March 2004, the privately-held company is headquartered
in New York City. Visit www.juicewireless.com.

# # # # #

Contact:
Steven M. Plavny
smp@juicewireless.com
Mobile: 770-235-5918