Ignition, an action-sports mobile content provider, and m-Qube, a leading mobile-channel enabler, today announced a partnership that delivers dynamic mobile content direct from the top action-sports brands, athletes and photographers. As a result, Ignition can deliver unique content, never before available on mobile phones, to action-sports fans throughout North America.

Part-owned by world-record-holding skateboarder Danny Way, Ignition leveraged m-Qube's expertise in mobile multi-media development and delivery to bring its audience cutting-edge content, including subscription-based multi-media messaging services, alerts and videocasts. Specifically, Ignition uses m-Qube's Mobile Storefront and Gateway platforms to present, sell, deliver and bill for its mobile content.

m-Qube's Mobile Storefront, a turnkey private-label storefront platform, enables Ignition to launch Java-based, action-sports mobile Web (www.ignition.tv) and WAP storefronts that will offer an array of wallpapers, ringtones, images, videos, games and premium text-and-multi-media messaging services. In addition, through m-Qube's leading Mobile Gateway solution, Ignition's content is made available to millions of wireless subscribers on a cross-carrier basis, with charges for the content billed directly to wireless subscribers' phone bills

"Ignition forms an essential link between the action sports and wireless communities," said Darryl Franklin, CEO, Ignition. "The mobile phone is an integral part of the lives of fans of the action-sports lifestyle. Ignition will meet the mobile content needs of this community by providing the mobile content they want, where and when they want it. As importantly, Ignition's offering will not contain the usual mish-mash of material that tells our customers the supplier is just another player trying to cash in on the action-sports lifestyle. Ignition comes from the lifestyle whose needs it will be meeting and will stay true to the values of that lifestyle. In working with m-Qube, we have found a technology partner who can keep pace with the needs of our brand and our customers."

Ignition currently works with over forty action-sports brands, including DC Shoe Co., Vans, O'Neill, Lost, Etnies, DVS, Plan B, Nixon, Thrasher and Independent, and has a coordinated Web program that enables these and other brands to offer mobile content directly through Ignition's Web site. This enables action sports brands to expand their marketing reach and offer mobile content directly through Ignition's Web site.

"The mobile-content revolution is upon us, and is cutting across demographics, markets and brands," said Andy Miller, General Manager, Media at m-Qube. "Look closely at our growing customer base and you'll see a refreshing diversity of clientele united by a common goal of extending their brands through the mobile channel. With Ignition, we have the opportunity to work with an agile, innovative brand to bring cutting-edge, tailored content to action-sports enthusiasts."

Tonight at the CTIA conference, Ignition and m-Qube are teaming with the Hard Rock Cafe to sponsor an event that will feature a record-breaking feat by internationally renowned skateboarder Danny Way, who will be jumping from the giant neon-covered guitar atop the Hard Rock Casino and Hotel in Las Vegas.

About m-Qube m-Qube, a leading mobile channel enabler, helps companies develop, deliver, and bill for mobile content, messaging and applications. m-Qube's end-to-end technology platform, carrier relationships and value-added services empower consumer-facing companies and their service providers to take advantage of wireless as a content delivery, marketing and communications channel. The company's strategic wireless partners include Verizon Wireless, Cingular Wireless, Sprint PCS, T-Mobile USA, Nextel Communications, ALLTEL, US Cellular, Boost Mobile, Cincinnati Bell Wireless, Dobson, Rogers Wireless, Bell Mobility, Telus Mobility, NorthernTel, SaskTel and Aliant Mobility. Headquartered in Boston, m-Qube has offices in Los Angeles, New York, Seattle, and Toronto. For more information, visit www.m-Qube.com.

About Ignition Ignition is a provider of wireless and mobile content focused on Action Sports and the Action Sports community. Focusing on skateboarding, surfing, bmx, motocross and snowboarding, Ignition content is available to meet the action sports lifestyle needs of the mobile industry. Ignition is a community focused brand serving the mobile content needs of the action sports industry and fans alike. As well as its own proprietary content, Ignition offers never before available mobile content from many leading action sports brands. Ignition's mobile commerce and technical enablement partner for North America is m-Qube. For more information, please visit www.ignition.tv. Ignition is a DBA of Associated Media Holdings Inc.