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Cellcom Israel to Launch i-mode Service in Israel

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TOKYO, JAPAN, Sept 6, 2005 --- NTT DoCoMo, Inc. today reported that Cellcom Israel, Ltd. announced that they started marketing DoCoMo's i-mode® service in the Israeli market on the same day.

The service, which is offered over Cellcom's GPRS network, marks the eleventh market for i-mode, following Japan, Germany, the Netherlands, Taiwan, Belgium, France, Spain, Italy, Greece and Australia.

Cellcom is Israel's leading mobile operator, both in terms of subscribers and profitability. DoCoMo concluded an agreement in November 2004 to provide Cellcom with know-how, technologies and patents necessary to launch the i-mode service.

DoCoMo sees great potential for i-mode growth in Israel, with its national population of approximately 7 million people.

For further details regarding Cellcom's i-mode service, please contact their Public Relations at +972-9-959-9695 or galitttu@cellcom.co.il.


Outline of i-mode service in Israel

1) Operator: Cellcom Israel, Ltd.
2) Launch date: September 6, 2005
3) Area: Cellcom's GPRS network in Israel
4) Network: GPRS
5) Handsets: NEC N411i, Samsung S342i and S410i, Motorola E378i, as well as LG L342i. All are equipped with a dual browser to view i-mode-compatible HTML and WML1.X content.
6) Service includes:
  1. More than 80 sites at the time of launch, available in Hebrew and/or English
  2. 11 major categories, as follows:
    1) News
    2) Finance
    3) Sports
    4) Music
    5) Info & Tools
    6) Communities
    7) Dating
    8) Lifestyle
    9) Entertainment
    10) Games
    11) Wallpapers
  3. i-mode mail availability
  4. MMS transmission compatibility


About NTT DoCoMo
NTT DoCoMo is the world's leading mobile communications company, serving more than 50 million customers. The company offers a wide variety of cutting-edge mobile multimedia services, including i-mode®, the world's most popular mobile Internet service which provides e-mail and Internet access to over 44 million subscribers, and FOMA®, launched in 2001 as the world's first 3G mobile service based on W-CDMA. In addition to wholly owned subsidiaries in Europe, North America and Asia, the company is expanding its global reach through strategic alliances with mobile and multimedia service providers in Asia-Pacific and Europe. NTT DoCoMo is listed on the Tokyo (9437), London (NDCM) and New York (DCM) stock exchanges. For more information, visit www.docomo.ne.jp/english.


About Cellcom
"Cellcom is Israel's largest and most profitable cellular operator with about 2.5 million customers. Currently, it operates a GSM/GPRS network, based on European technology, in addition to its American TDMA infrastructure. Cellcom's subscribers benefit from roaming agreements with the majority of cellular operators around the world.
In early 2004 Cellcom introduced Full-EDGE coverage, thus becoming Israel's first third generation operator. Cellcom's GSM/GPRS/EDGE network enables the company to offer a variety of value-added services to its customers - JAVA games, MMS, downloads and streaming services. In 2004 Cellcom inaugurated its UMTS network in dense urban areas, as a step toward the expansion of this network."
Cellcom's rapid growth is reflected in its revenues, which amounted to NIS 5.6 billion in 2004. Starting in 1997, when Cellcom posted its first net profit, the annual growth of EBITDA has been 15% and growth of annual revenues has been 13%. The company has continued to post high profits (NIS 639 million in 2004).

i-mode, FOMA are trademarks or registered trademarks of NTT DoCoMo, Inc. in Japan and other countries.
NTT DoCoMo's FOMA service is only available to subscribers in Japan.

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