MEdia Mall 2.0

AT&T Wireless is one of the largest US mobile service providers with approximately 72.9 million subscribers. MEdia Mall was originally designed to be the company's one-stop shopping destination for mobile content. The service launched on AT&T mobile handsets in December 2004 providing customers with the ability to purchase ringtones, games, videos and other applications. The application has generated more than $1 billion in sales.

The Challenge
The original AT&T MEdia Mall provided content to AT&T customers, but it was not the full, rich experience that AT&T wanted as part of its premier customer service. Revenue driving

features like previewing, social networking and integrated advertising were absent. With thousands of pieces of content, the original AT&T MEdia Mall was difficult to navigate, not customizable and lacked a rich interface that could drive discovery.

Any technology chosen to develop and maintain the new stateof- the art MEdiaMall would have to deliver a host of innovative rich features, provide a backend content management system and work across all AT&T in-market mobile devices.

The Solution
The technology behind MEdia Mall 2.0 is the UIEvolution technology platform which has a proven ability to scale and cover the largest number of devices with a rich multimedia experience while supporting deeper handset-level support like LBS, camera and PIM functionality...
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