Tele Atlas Announces Pongr’s Mobile Shopping Application as Winner of 2008 LBS Innovator Series

Boston, MA - Tele Atlas, a leading global provider of digital maps and dynamic content for navigation and location-based solutions, today announced PongrTM (www.pongr.com) as the winner of the Tele Atlas LBS Innovators Series’ Maps In Apps 2008 competition. Based on the application usability, innovative use of map data and market potential of their LBS applications, three finalists were selected to demonstrate their new location-based solutions in the Tele Atlas booth at CTIA IT & Entertainment: Pongr, Open Green MapTM and Travel Channel GoTM; attendees of the event viewed demonstrations and voted for their favorite application, selecting Pongr as the winner.

Pongr’s mobile technology allows consumers to price comparison shop, from their cell phone, for just about anything they want to buy. By simply taking a picture or texting item information, users automatically get the best price and location information for the nearby stores sent back to their phone.

”The LBS Innovators Series provided Pongr with a great opportunity to leverage Tele Atlas maps to power the location-enhancement features in the application, and it is an honor to be recognized by both the industry judges of the Maps In Apps contest who deemed us a finalist and by the CTIA attendees.” said James Thompson, CEO and co-founder, Pongr. “We are excited to provide consumers with an application that can truly improve their shopping experience that combines our innovative visual search technology with the power of their mobile device.”

As the grand prize winner, Pongr will be awarded $25,000 cash and a license to Tele Atlas map data valued at $50,000. As semi-finalists, Open Green Map and Travel Channel Go will each receive prizes of $10,000 cash and a license to Tele Atlas map data valued at $20,000. Additionally, Tele Atlas named Dial Directions as runner-up and 3-GIS as the best enterprise application.

The annual Maps In Apps competition, sponsored by Autodesk, Inc., and SiRF Technology Holdings, Inc. (NASDAQ: SIRF), is part of the ongoing Tele Atlas LBS Innovators Series. The Series serves in conjunction with Tele Atlas DeveloperLinkSM to help foster innovation and enable application developers to increase their visibility, credibility and success with key participants in the industry including investors, carriers and technology providers. This year, the Maps In Apps contest finalists were selected by experts from industry-leading companies, including Autodesk, deCarta, Human Factors International, Motorola, Networks In Motion (NIM), Research In Motion and SiRF.

“Location-enabled applications are transforming rapidly to deliver increasingly valuable, location-relevant content to consumers, and the success of our industry is dependent on the dedication and creativity of developers,” said Kanwar Chadha, founder and vice president of marketing for SiRF. “By joining the Tele Atlas LBS Innovators Series as a sponsor, SiRF is able to help foster this next generation of application development and help bring new applications into the hands of consumers. Pongr is a great example of this, as are Open Green Map and Travel Channel GO.”

“By supporting Tele Atlas’ LBS Innovators Series, we are better positioned to help developers enhance their applications with location information and help bring them to market,” said Rod Egdorf, head of worldwide sales and marketing, Autodesk Location Services.


About Tele Atlas LBS Innovators Series
The Tele Atlas LBS Innovators Series features the Maps In Apps contest, LBS-Out the Box contest in EMEA, the Attendee Choice Awards at CES and the Tele Atlas LBS Innovators Series held at the Wireless Innovations Conference and VentureWire Mobile Technology Summit produced by Dow Jones. More information on the programs, including details for submitting applications, is available at: http://www.lbsseries.com.

About Tele Atlas
Tele Atlas delivers the digital maps and dynamic content that power many of the world’s most essential navigation and location-based services (LBS). Through a combination of its own products and partnerships, Tele Atlas offers map coverage of more than 200 countries and territories worldwide. The company was founded in 1984 and has approximately 2,000 full-time staff and contract cartographers at offices in 24 countries. Today, Tele Atlas maps are developed with the insight of a community of millions of GPS system users worldwide, who are adding to the company’s unmatched network of sources to track and validate changes in real time, and deliver the best digital maps and dynamic content. For more information, visit www.teleatlas.com. Tele Atlas is a subsidiary of TomTom N.V.

About SiRF Technology
SiRF Technology Holdings, Inc. develops and markets location platforms based on semiconductor and software products that are designed to enable location-awareness utilizing GPS and other location technologies, enhanced by wireless connectivity and multimedia capabilities for high-volume mobile consumer devices and commercial applications. SiRF’s technology has been integrated into a wide range of mobile consumer devices such as automobile navigation systems, portable navigation devices (PNDs), mobile phones, mobile computers, GPS-based peripherals and handheld GPS devices, and into commercial applications such as location servers, asset tracking devices and fleet management systems. SiRF markets and sells its products in four target platforms: wireless handheld devices such as mobile phones; automotive electronics systems, including navigation and telematics systems; consumer electronics products such as recreational GPS handhelds, mobile gaming machines, digital cameras and wearable devices; and mobile computing systems, including personal digital assistants, notebook computers, universal mobile personal computers (UMPCs) and mobile internet devices. Founded in 1995, SiRF is headquartered in San Jose, California, and has sales offices, design centers and research facilities around the world. The company trades on the NASDAQ Stock Exchange under the symbol SIRF. Additional information about SiRF and its location technology solutions can be found at www.sirf.com.


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