Linktone Forms Strategic Alliance with AVEX

               Company to Offer Contents of Japan's Leading Record
                    Company to Mobile Phone Users in China

  SHANGHAI, China, Aug. 2 /Xinhua-PRNewswire/ -- Linktone Ltd.
(Nasdaq: LTON), a leading provider of wireless value-added services in China,
today announced that it has signed a strategic alliance agreement with AVEX,
the leading record company in Japan, to distribute AVEX content to China's
increasing mobile population and build the official WAP site for AVEX China.
Under the terms of the agreement, Linktone will have the right to distribute
AVEX's content through ring tone and interactive voice response (IVR) services,
and the exclusive right to use AVEX's content for ring back services in China.
Linktone will also have the right to develop MMS products using the images of
AVEX recording stars.  In addition, Linktone will build the official WAP site
for AVEX China, which mobile subscribers can access to join mobile fan clubs
and download text-based star news, music, color photos, and Java applications. 
''We are very pleased to form this strategic alliance with AVEX and offer
a comprehensive suite of wireless entertainment services to our young Chinese
customers, who are increasingly influenced by Japanese pop culture,'' said
Raymond Yang, chief executive officer of Linktone.  ''The partnership with
AVEX will serve to complement our existing pool of premium content for 2.5G
and voice entertainment services.  We will continue to leverage this as a key
advantage to strengthen our non-SMS offerings, while furthering the growth of
our SMS business.'' 
''We firmly believe in the great potential of the Chinese wireless value-added services market," said Hiroyasu Niiyama, country representative of AVEX
Asia in China. ''With a proven business strategy, strong execution
capabilities and a solid track record, Linktone has established itself as a
leading pure-play provider of wireless value-added services in China.  We are
pleased to be able to work with Linktone's winning team to distribute our
entertainment content to the vast mobile population in China.'' 
  About Linktone Ltd. 
Headquartered in Shanghai, Linktone Ltd. is a leading provider of wireless
value-added services to mobile phone users in China.  Working in close
partnership with China's mobile operators, China Mobile and China Unicom,
Linktone provides a diverse portfolio of wireless content and applications,
with a particular focus on media, entertainment and communications.  Through
in-house development and alliances with local and international content
partners, the company develops, aggregates and distributes innovative and
engaging products for its growing user community. 
  About AVEX 
Headquartered in Tokyo, AVEX INC. is one of the leading record companies
in Japan.  In addition to creating and promoting music and video contents,
AVEX group companies cover wide range of business aspects in entertainment
industry.  Their business operations include artists management company, music
publisher, concert promoter, software distributor and Internet/mobile contents
provider.  The group is now in the process of global expansion, with the
primary focus on Asia. Avex Inc. listed its stock on the First Section of the
Tokyo Stock Exchange in 1999. 

      For more information, please contact:
       Stella Chen, Investor Relations,
     Tel:   +86-21-3318-4900 x2300
      Tod Bottari of Demer IR Counsel, Inc.

Tel:    +1-925-938-2678 x235

SOURCE  Linktone Ltd. 
-0-           08/02/2004 
/CONTACT: Stella Chen of Linktone, +86-21-3318-4900 x2300, or / 
CO:  Linktone Ltd.; AVEX
ST:  China
-0- Aug/03/2004  0:50 GMT
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