Mashkar and Cellenium Deploy Cellular Vending System, Nationwide  


Nationwide deployment of Cellenium’s m-Commerce System Improves Service and Efficiency, and Provides a Unique Opportunity For Direct On-Line Relationship With Consumers.

Tel Aviv, Israel (September 24, 2000) – Mashkar Ltd., a subsidiary of the Central Bottling Company Ltd. (the Israeli franchisee of the Coca Cola Company), and Cellenium Ltd., a leading provider of m-Commerce solutions and services, agreed to deploy Cellenium’s cellular-based vending system, Cell-U-Vend, nationwide. The announcement follows a successful field trial at several key sites, and marks the first nationwide deployment of a “pure” (non-cash) m-Commerce vending system anywhere in the world. Cell-U-Vend is the second m-Commerce application to be deployed nationwide in Israel, following the rollout of Cell-F (pronounced ‘self’), Cellenium’s cellular re-fueling system.

Cell-U-Vend enables mobile phone subscribers to activate and pay for vending goods regardless of the type of mobile phone or cellular network used. The system is based on a proprietary messaging technology (‘CMT’), which enables low-cost messaging over existing network infrastructure. The entire process, including activation and payment, takes a few seconds and offers a user friendly, stylish, and entertaining service to consumers. Cell-U-Vend integrates multiple-layer security measures, and enables consumers to pay via M-Purse, credit, debit, or the mobile phone bill.

Cell-U-Vend installation is fast and simple, and enables vending operators to improve profitability by reducing operating costs, increasing throughput, and improving grade of service and efficiency. In addition, vending operators have the benefit of full remote monitoring and control of the entire vending operation, including monitoring of the machines, and managing distribution and drivers via mobile hand held terminals. The system improves efficiency by minimizing out of stock periods, unnecessary site visits, cash handling and theft.

Cellenium offers additional M-Commerce services and solutions, including Cell-U-Park (for off-street & on-street parking), Tick-IT (for ticket reservations and issuance), Cell-U-Ride (for Taxi services), and others.

About Mashkar Ltd.

Mashkar, established in 1988, is a subsidiary of the Central Bottling Company (Coca Cola Israel) and the leader of Israel’s vending market. Mashkar operates vending machines for cold and hot beverages, snacks, sandwiches, and ice cream throughout numerous sites across Israel, including hospitals, universities, airports, fuel stations, shopping centers, etc. The nationwide deployment of Cell-U-Vend demonstrates Mashkar’s commitment to providing customers with leading edge technologies and top grade service. Mashkar’s rollout of “purely” cellular-based vending machines demonstrates the company’s vision that profitability will improve as a result of increasing consumer convenience, reducing costs, and eliminating the need for cash. Mashkar plans to implement Cell-U-Vend in all of its vending machines in Israel.

About Cellenium Ltd.

Cellenium Ltd. is a leading provider of end-to-end m-commerce solutions and services, enabling all cellular subscribers to securely use their existing handsets for everyday payments. Cellenium operates its M-Commerce services through M-commerce Service Providers (MSPs) in conjunction with strategic local, regional, and global partners worldwide. In parallel, the company licenses its products as turnkey solutions to enterprises and service providers, tailoring the platform to address specific market needs. The platforms and applications are based on a proprietary messaging technology, as well as incorporation of existing data communication protocols and bearers, including wireless Internet protocols, SMS, CDPD and GPRS channels.