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Three Selects Mi-Pay Mobile Top-Up Platform

Mi-Pay’s Innovative Services Bring Value to Three Customers

Brookwood, United Kingdom, April 17, 2011 --( Leading mobile payments provider, Mi-Pay, has been chosen by Three, Ireland’s largest high speed mobile network, to supply a direct top-up solution for the company’s expanding Pre Pay customer base. Mi-Pay’s innovative system will allow Three’s Pre Pay customers to top-up wherever and whenever they want.

Using Mi-Pay, Three will be able to quickly facilitate a feature-rich mobile and internet top-up service giving Three’s Pre Pay customers a more convenient, reliable and secure service when topping-up. The mobile top-up platform provided by Mi-Pay will allow Three customers to top-up by euro10, euro20, euro30 or euro40 using the My3 app on their mobile or online at

Already servicing many of Europe’s leading Operators and MVNO’s (Mobile Virtual Network Operators), Mi-Pay’s top-up capability has demonstrated that it can lower cost of service delivery by 30 per cent; boost top-up values by 12 per cent; and improve customer retention by 20 per cent, resulting in an 88 per cent improvement in a customer lifetime value*.

Eoin MacManus, Commercial Director, Three, commented, “Three always aims to bring added-value to its customers through using innovative services, such as Mi-Pay’s mobile top-up platform. Irish consumers want to be able to top-up in a way that’s convenient for them and suits their busy lives. It therefore made sense for Three to introduce mobile and online top-up facilities to our ever-expanding service portfolio.”

Allan Jakobsen, Mi-Pay’s CEO comments, “With a customer base that spans Europe, Middle East and Africa, Mi-Pay is delighted to have extended its domestic top-up services to Ireland. The Irish market is one of the most dynamic in Europe and Three is at the forefront of shaping its evolution. Three has shown it wants to do things differently, better, and more cost-effectively for everyone on its network. We aim to help them achieve this by providing its Pre Pay customers with low cost, instant access to airtime top-up, 24 hours a day.”

Using Mi-Pay, Three’s customers will now benefit from all the commercial advantages of a direct top-up service, in addition to enjoying Three’s “Free credit for life” offer, which includes free unlimited texts, free unlimited weekend calls, free Skype and free voicemail, when any of our Pre-Pay customers top-up by euro20.

* Based on study carried out by Carphone Warehouse in 2009.

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Ioana Dudas

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