Cellum Group Selects IBM Flex System To Bring New Mobile Payment Services To The Market

 Cellum Group Selects IBM Flex System To Bring New Mobile Payment Services To
                                  The Market

IBM technology helps spread m-payment in Hungary

PR Newswire

BUDAPEST, Hungary, Nov. 30, 2012

BUDAPEST, Hungary, Nov. 30, 2012 /PRNewswire/ --Shoppers in Hungary will soon
have a better convenience in bill paying thanks to the new and enhanced mobile
payment service from Cellum Group and based on the IBM (NYSE:IBM) Flex System.
Cellum is the largest provider of m-payment solutions in Hungary, with more
than a million mobile payment transactions per month and significant growth in
the total numbers of customers using their services.

(Logo:http://photos.prnewswire.com/prnh/20090416/IBMLOGO )

Cellum Group offers m-payment solutions for any type of mobile phone and has
one of the largest portfolios of user applications available. Services range
from the re-charging of pre-paid mobile accounts, bill payment, e-commerce
checkout, m-commerce for retail, and transfer of funds from one account to
another. According to Jeff McAllister, SVP Sales for Cellum, twelve percent
of Hungarian mobile subscribers currently use their cell phones at least twice
a week to pay for services including; parking fees, highway tolls, and lottery

The number of consumers using mobile devices to visit retail sites and make
purchases is a growing global trend, with recent statistics from IBM
indicating just how digital shoppers are becoming. For example, during the
recent "Black Friday" shopping period, mobile purchases soared with 24 percent
of consumers using a mobile device to visit a retailer's site, up from 14.3
percent in 2011. Mobile sales exceeded 16 percent, up from 9.8 percent in
2011. [1]

"Service providers and retailers are starting to realize that new m-payment
solutions can make shopping much more convenient given there are enough
accepting points of sale and the payments are secure," said Balazs Inotay,
Chief Strategy Officer of Cellum Global. "Mobile payments actually represent a
new sales channel that combines payment, shopping and loyalty in the same
package. Retailers can target customers and promote goods and services as the
codes in the catalogues lead directly to the online shop."

To take advantage of this opportunity and be able to handle the increasing
number of Hungarian mobile users demanding one-click payment applications from
their cell phones, Cellum needed to upgrade its IT infrastructure. Working
with Business Partner USER Rendszerhaz, IBM designed and implemented a system
built on IBM Flex System.

"The IBM Flex System provides the security, flexibility and integration
capabilities that will help Cellum Group introduce more efficient m-payment
solutions while lowering payment processing costs," said Zsolt Veres, Country
General Manager, IBM Hungary. "This system provides the infrastructure for
Cellum to rapidly deliver additional m-payment applications and bring new
mobile innovations to Hungarian consumers."

Cellum Group plans to launch its enhanced m-payment services for its
subscribers in Hungary in January 2013, with similar services soon to be
launched in Bulgaria, Albania and Austria.

The IBM Flex System goes beyond competitor's blade configurations and provides
the building-block elements for IBM PureSystems. IBM Flex Systems are
built-to-order offerings for clients who want to custom build and tune
configurations to their specific requirements. This allows them to select the
specific compute, systems networking and optional storage and management
required to support their specific workloads.

The IBM PureSystems family offers clients an alternative to current enterprise
computing models, where multiple and disparate systems require significant
resources to set up and maintain. PureFlex System enables organizations to
more efficiently create and manage an infrastructure. PureApplication System
helps organizations reduce the cost and complexity of rapidly deploying and
managing applications. PureData System is tuned for cloud computing and can
consolidate more than 100 databases on a single system. In addition to the
common web application patterns supported by PureApplication System, the
combination of both PureData and PureApplication Systems can be used for end
to end transaction workloads.

For IBM Business Partners, PureSystems creates a new services opportunity to
help clients solve the complexity of enterprise IT, reduce costs and encourage
innovation. From resellers to distributors and Independent Software Vendors
(ISVs), more than 2500 Business Partners have received PureSystems
certifications. PureSystems currently run tens of thousands of existing ISV
applications across four operating environments including Windows, Linux, AIX,
and IBM i operating system. Additionally, Business Partners have created more
than 250 new solutions and applications that are optimized to run on
PureSystems. These patterns of expertise, which span 20 industries, can be
accessed through the IBM PureSystems Centre. They include leading solutions
from some of the world's largest ISVs, including ERP systems and applications
for the banking, marketing, healthcare and energy industries. Additionally,
partners are able to perform many of the configuration and deployment services
that previously came only from IBM and are optional and optionally available
to be performed by qualified business partners.

To help address the new opportunity that PureSystems presents, IBM is also
providing training, marketing, certifications and technical validation support
to its Business Partners. For instance, dozens of IBM Innovation Centers in
cities such as Bangalore, Dublin, Johannesburg and Shanghai are helping
Business Partners develop and test their applications using IBM PureSystems.
Business Partners can also bring their clients to IBM Innovation Centers to
see PureSystems technology at work.

For more information on IBM PureSystems visit: www.ibm.com/press/pure

[1] Source: IBM "Black Friday Report 2012: IBM Digital Analytics Benchmark,"
November 23, 2012

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Media Contact(s)

Gabriella Tornoczky
Media Relations, IBM Hungary

Svetlana Stavreva
Media relations, IBM Growth Markets

Chris Rubsamen
Global Communications
IBM Systems and Technology Group
(914) 766-4280


Website: http://www.ibm.com
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