AvantGo and Audi Team Up to Bring College Hoops to Mobile Devices

SYNOPSIS: Mobile marketing campaign is a "slam dunk" for basketball fans and

raises visibility of the Audi brand among the tech-savvy crowd.

Mar 15, 2004, 00:00 ET from iAnywhere

    DUBLIN, Calif., March 15 /PRNewswire/ -- PDA and smartphone users won't
 miss a minute of the action when the college basketball championship
 tournament begins this month, thanks to Audi of America, sponsor of this
 year's AvantGo(R) College Hoops Channel. In its third year, the PDA-based
 channel provides basketball fans with all the thrilling NCAA Men's Division 1
 tournament action, supplying up-to-the-minute information directly to users'
 handheld devices. With content provided by Sporting News, AvantGo users will
 receive the latest scores, schedules and bracket information to stay on top of
 tournament action when they are away from their televisions and computers.
     By sponsoring the AvantGo College Hoops Channel, Audi is reaching a
 captive and engaged audience of 24-54 year-old technology-savvy, innovative
 and "on-the-go" males. The channel is one facet of Audi's tournament marketing
 campaign, which also includes strategic print and television advertisements by
 Audi of America's advertising agency McKinney. The AvantGo initiative will
 spotlight the four key components of Audi's brand: design, performance,
 technology and innovation.
     "We believe AvantGo users share many of the values inherent in the Audi
 brand, making the College Hoops Channel an exciting way for us to reach a
 highly desirable demographic," said Mary Ann Wilson Audi National Advertising
 Manager. "The innovative medium, coupled with the opportunity to help
 consumers enjoy the excitement of the NCAA Division I tournament made this
 sponsorship the right match for Audi."
     "College basketball becomes a hot topic of conversation in March in the
 U.S., and Audi is taking advantage of that enthusiasm to further its brand
 visibility," said James Ryan, editorial director at AvantGo, a service of
 iAnywhere. "We had the privilege of working with Audi recently on its launch
 of the A8 and AvantGo's ability to provide focused access to a highly
 desirable demographic played an important role in the expansion of our
     Using the AvantGo service, companies such as Audi can build brand
 awareness, acquire new customers, reduce customer care costs and generate
 incremental revenue through customized, interactive advertising, media and
 marketing campaigns designed for mobile users. AvantGo uniquely delivers a
 robust mobile user experience, delivering content to consumers at their
 convenience -- whether connected to a public wireless or Wi-Fi network or
 working offline.
     About Audi
     Audi of America is headquartered in Auburn Hills, Michigan, and markets
 performance-oriented European luxury vehicles: the A4, A4 Cabriolet, A6, A8,
 TT, the allroad quattro. Audi has also driven technology with its legendary
 quattro(R) all-wheel drive and its multitronic(TM) continuously variable
 transmission. For more information about additional Audi-related events and
 corporate news, visit www.audiusa.com.
     About AvantGo
     AvantGo is a free service that delivers rich, personalized mobile websites
 to PDAs and smartphones. Today, more than 2,500 major brands, including
 American Airlines, CNET, GM, Rolling Stone and The New York Times, leverage
 AvantGo to target a highly desirable demographic of more than ten million
 registered users. AvantGo offers the convenience of anywhere, anytime access,
 seamlessly supporting both wireless and "sync and go" connectivity. To learn
 more about AvantGo visit www.avantgo.com.
     About iAnywhere
     iAnywhere is the worldwide market leader in mobile databases and mobile
 middleware. More than 12,000 customers and 1,000 embedded database partners
 rely on its SQL Anywhere(R) technology and mobile enterprise solutions. In
 addition, the company's AvantGo(R) mobile Internet service is one of the most
 popular mobile applications. iAnywhere is a subsidiary of Sybase, Inc. (NYSE:  
 SY), and its mobile technology plays an important role in the Sybase(R)
 Unwired Enterprise initiative to unlock and deliver enterprise information
 anytime, anywhere. Visit www.ianywhere.com for more information.
     AvantGo, iAnywhere Solutions, iAnywhere and Sybase are registered
 trademarks or trademarks of Sybase, Inc. or its subsidiaries. (R) indicates
 registration in the United States of America. All other company and product
 names mentioned may be trademarks of the companies with which they are
     Special Note: Statements concerning iAnywhere Solutions' new business
 relationships and related products are by nature forward-looking statements
 that involve a number of uncertainties and risks and cannot be guaranteed.
 Factors that could cause actual events or results to differ materially include
 shifts in customer demand, rapid technological changes, availability and
 quality of third party products, competitive factors and unanticipated delays
 in scheduled product availability. Some of the risks are detailed from time to
 time in the Sybase Inc. consolidated Securities and Exchange Commission
 filings, copies of which can be viewed on Sybase's web site. iAnywhere
 Solutions is a subsidiary of Sybase Inc.
      Marsha Ann Marsh
      iAnywhere Solutions
      (978) 287-2632
      Lisa Hiland
      Citigate Cunningham
      (617) 374-4246

SOURCE iAnywhere