MAIDENHEAD, England, February 24, 2010 /PRNewswire/ -- Sybase, Inc. , an industry leader in delivering enterprise and mobile software, today announced that PlayPhone EMEA, the global leader in branded mobile entertainment, has selected Sybase(r) IQ to provide more comprehensive, easily accessible, accurate and current information about its customers and marketing campaigns.

When you're running a business like ours, success is all about generating volume, explains Simon Rose, PlayPhone director of infrastructure for the European, Middle East and Africa region (EMEA). That requires the rapid planning and execution of simultaneous, large-scale marketing campaigns. With Sybase IQ, we now have the business intelligence to make marketing decisions based on accurate and current data of customer behaviour, and purchasing histories to ensure we are running more efficient and cost-effective campaigns. Better campaigns are helping us achieve our goal to become the largest subscription-based mobile content provider.

PlayPhone EMEA also uses Sybase Adaptive Server(r) Enterprise (ASE) to ensure high performance, reliability, security and low administrative support requirements with the implementation of a transactional system geared to very high performance for processing customer orders.

Using Sybase IQ, PlayPhone can now meet the instant customer demands and target customers more effectively and plan, execute, monitor and fine-tune marketing campaigns to achieve the best return on its marketing spend, said Andrew de Rozairo, Business Development, Strategic Partners EMEA, Sybase. PlayPhone can do all this while ensuring lightning fast performance of its critical transactional processing system with ASE.

Sybase IQ has enabled us to gain a single view of our data for reporting and data mining purposes, says Rose. It's been extremely stable and reliable. Having the ability to use the developer edition of Sybase IQ has allowed us to try different things before actually implementing them. We now have more than gut instinct to guide us in the current business environment.

Sybase Professional Services created a proof-of-concept with Sybase IQ running on Red Hat Linux on a commodity server and employing the SAS Business Intelligence Server as its front end. Based on this proof-of-concept success, PlayPhone rolled out the Sybase IQ-powered business intelligence system across its EMEA enterprise. Currently, all of the division's transactional and archival data resides in Sybase IQ.

About Sybase

Sybase is an industry leader in delivering enterprise and mobile software to manage, analyse and mobilise information. We are recognised globally as a performance leader, proven in the most data-intensive industries and across all major systems, networks and devices. Our information management, analytics and enterprise mobility solutions have powered the world's most mission-critical systems in financial services, telecommunications, manufacturing and government. For more information, visit Read Sybase blogs:

About PlayPhone EMEA

PlayPhone EMEA, the European arm of PlayPhone Inc., ( is a leading global mobile media company present in over 25 countries throughout North America, Europe, Asia and Latin America that provides cutting edge personalisation and entertainment content to mobile consumers anytime, anywhere. PlayPhone founded the direct-to-consumer mobile media distribution standard in 2003 and continues to establish new means for delivering wireless entertainment. PlayPhone is based in San Jose, Calif. and is funded by top venture firms Menlo Ventures, Cardinal Venture Capital, Scale Venture Partners and Coral Capital Management.

Sybase is a trademark or registered trademark of Sybase, Inc. All other company and product names mentioned may be trademarks of the respective companies with which they are associated.

Special Note: Statements concerning Sybase's future growth, prospects and new product releases are, by nature, forward-looking statements that involve a number of uncertainties and risks, and cannot be guaranteed. The words anticipate, believe, estimate, expect, intend, will and similar expressions relating to Sybase and its management may identify forward-looking statements. Such statements are intended to reflect Sybase's current views with respect to future events and may ultimately prove to be incorrect or false. Factors that could cause actual events or results to differ materially include shifts in customer demand, rapid technology changes, competitive factors and unanticipated delays in scheduled product availability. These and other risks are detailed from time to time in Sybase's Securities and Exchange Commission filings, including, but not limited to, its annual report for 2009 on Form 10-K and its quarterly reports on Form 10-Q (copies of which can be viewed on Sybase's Web site).

For more information: Danielle Cook/Lauren Wood +44(0)1628-628080

SOURCE: Sybase Inc.

CONTACT: For more information: Danielle Cook/Lauren Wood,+44(0)1628-628080,