The FullMultimedia SIM will be distributed to CMCC’s premium subscribers and will feature a Multimedia phonebook and advanced SMS management which have long been identified as critical applications by China Mobile. The FullMultimedia SIM brought China Mobile SIM-based applications into the Multimedia era with a rich interface, providing also a straightforward way to instantly port the service into new handsets. The FullMultimedia SIM package also helps increase the average revenue per user (ARPU) generated by data services. Applications such as music, ring tones and movie clips can be saved directly onto the SIM, which removes the barrier created by the fear of losing personal data downloaded into the handset when changing phones. In addition, local services such as maps and directories w ill be pre-loaded on the FullMultimedia SIM by local China Mobile branches, illustrating the power of the SIM as a tool to distribute locally relevant content to every subscriber in China. marcos.fernandes@gemalto.com www.gemalto.com