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LORD OF THE RINGS ON SMS (article first published : 2001-11-18)

In December MTN customers will be able to play interactive Lord of the Rings games and access exclusive services via text message and the www.mtnice.co.za website. MTN is the only mobile telecommunications provider in South Africa to offer mobile services around the movie trilogy over the next three years.

"SMS is really taking off with young people at the moment - MTN's SMS revenue was up 300% in the last twelve months. If text message services can provide users with unique content in an imaginative and creative way, they're going to be even more successful," said Georges Bongi, Group Executive of Marketing and Strategy at MTN. "This project delivers exactly the kind of content for wireless entertainment we want to offer to our customers. We will also be running the first ever WAP game in South Africa which is very exciting for us."

The movie trilogy The Lord of the Rings is based on the novels by JRR Tolkien, which have become classics for several generations of readers. The first of the three films will be launched worldwide on December 19, 2001 and are expected to be highly successful around the world. The remaining two episodes of the trilogy will be released in December 2002 and 2003.

Today, almost eight million South Africans have mobile phones, creating a huge potential audience for mobile entertainment. The MTN service portfolio around The Lord of the Rings will include innovative single and multiplayer games via SMS and WAP, exclusive services, questionnaires, logos and information about the trilogy. All these services will be available in December at www.mtnice.co.za




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