Mobifusion Teams Up With World Book Bringing Top Titles To The World of Mobile — Plans already underway for unique children’s and young adult mobile products —

Fremont, CA, August 9, 2007 – Mobifusion, a U.S.-based pioneer in the world of mobile media, today announced it has signed an agreement with reference publishing giant World Book, resulting in a new array of top-selling titles for the mobile user. The companies plan to work together to bring a variety of mobile products designed exclusively for the next generation of mobile users – children and young adults.

“World Book has a vast database of materials from the nation’s top-selling reference titles to value-added offerings that will make ideal mobile products for this information-hungry age group,” said Pavan Mandhani, Founder and CEO of Mobifusion. “Our innovative technology perfectly matches World Book’s desires to bring their wealth of information to the mobile user in a simple, easy-to-use format that users of any age can easily access.”

“We were attracted to Mobifusion for a variety of reasons, but most importantly we were particularly impressed with the speed and simplicity with which Mobifusion will be able to bring our works to market,” said World Book President Paul Gazzolo. “Also, Mobifusion’s technology offers both scalability and flexibility that allows them to easily update and add new information to the mobile products, giving the user the most up-to-date content available.”

According to Gazzolo, one of the first titles planned for release will be World Book – All About Animals, a rich mobile product developed using content from seven different World Book titles, animal illustrations for wallpaper options, and animal trivia quizzes. “This is all designed to give the user an enriched, custom and fun mobile experience.”

Mandhani noted that World Book’s strong brand recognition throughout the world, will enable both companies to work together to create exciting and popular mobile products and identify new markets outside of the U.S., such as Latin America and others.

About Mobifusion
A pioneer in the emerging world of mobile media, Mobifusion provides cellular operators and carriers, publishers and content providers with a rich new channel for customer acquisition and loyalty, and service upsells. Mobifusion products are sold through wireless carriers and online retailers worldwide. For more information, visit www.mobifusion.com.

About World Book
World Book, Inc. sets the standard in publishing accurate, current, and reliable reference and learning materials. Based in Chicago, World Book is committed to creating products that meet the highest standards of editorial excellence while leveraging the advantages of digital delivery. This commitment has resulted in a wide range of products including the number-one selling The World Book Encyclopedia, and such leading digital products as the World Book Online Reference Center, World Book Kids, and the newly launched World Book Advanced. World Book is a Scott Fetzer company, a subsidiary of Berkshire Hathaway, Inc.