For Immediate Release
1 May 2007

MINI USA “MOTORBY” PILOT PROGRAM FEATURES WAVETREND ACTIVE RFID TECHNOLOGY

Advertising innovators BUTLER, SHINE, STERN & PARTNERS Assist MINI USA in world’s first use of RFID technology to communicate directly with consumers

SURREY, U.K., May 1st, 2007 – Wavetrend, a world leader in the deployment of active RFID solutions, today announced that is has teamed up with Butler, Shine, Stern & Partners (BSS&P) to help support the launch of MINI USA’s recently introduced ‘Motorby’ pilot program. The pilot, featuring RFID-enabled key fobs and “talking billboards” strategically located in New York, Chicago, San Francisco and Miami, is designed to enhance the MINI driving experience through the use of personalized communications between MINI USA and its customers.

"MINI has a long history of building its brand by deploying unique and innovative marketing communications strategies,” said John Butler, Executive Creative Director and Founding Partner at BSS&P, MINI USA's advertising agency and systems integrator for the project. “The convergence of Wavetrend’s RFID technology with traditional advertising mediums represents the ultimate in creative execution and it's perfectly aligned with everything we're trying to do with MINI."

Utilizing active RFID technology from Wavetrend, the billboards will deliver an ever-changing array of unique, personal, playful and unexpected messages targeted to and triggered by MINI owners. Wavetrend partnered with BSS&P to provide MINI with a complete, end-to-end solution, including the system design, business case, ROI model, hardware (RFID readers, antennas and custom-designed tags), software, integration and support services.

“We are excited to be working with Wavetrend because of their experience, commitment to innovation and superior performing technology, said Kate Alini, Marketing Communications Manager of MINI USA. “Wavetrend was selected as the pilot’s hardware provider because of its technology’s proven reliability and long-range capabilities. The company took the time to understand our needs and objectives, providing us with a customized solution that will now enable us to reach out to our community in a fun, engaging, dynamic and personalized way.

”The Motorby program is currently being introduced to MINI customers through a national, multi-media advertising and promotional campaign. MINI owners who choose to opt-in to the program are encouraged to visit the MINI Motorby website, where they will be asked to answer a series of questions about themselves and most importantly, how they feel about motoring and their MINI. Some questions are as straightforward as a birth date while others are more detailed inquiries, including "What adjective best describes how you motor?" and "What is your MINI's nick-name?"

“This initiative at MINI is a unique and exciting example of Active RFID in real case usage today in one of the harshest environments possible. The expectations of BSS&P and MINI were to have a reliable, efficient and innovative solution and we are delighted to have provided them with best in class technology and solutions. We are looking forward to a growing relationship with both BSS&P and BMW MINI,” said Saleem Miyan, Vice President Worldwide Sales, Marketing and Professional Services at Wavetrend.

MINI owners who chose to “opt-in” will then be issued an electronic key fob -- a small hardware device with built-in authentication mechanisms -- that fits on a regular MINI keychain. With a read range of up to 500 feet, the device electronically communicates with the MINI billboard as the MINI driver approaches and triggers a personalized message that will entertain, awe and delight the driver. Motorby dynamically generates customized content to MINI owners carrying active RFID tags in real-time. Content is created using a number of factors, including information provided by the owners, geography, time, and other general information.

The RFID tags do not contain any user data, and use cryptographic protocols to maximize
customer privacy. The billboard displays are standard LED displays and can be programmed to display content in a variety of formats. This allows for flexibility, and can eventually be coupled with any digital media, including rich media and sound.

The Motorby key fob can only be used near one of the four MINI billboards. No personal data or information is contained on the key fob. The information provided by the survey questions will not be used or given to third parties.

MINI in the US

MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America, LLC which has been present in the United States since 1975. ROLLS-ROYCE Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the ROLLS-ROYCE brand of Motor Cars; DesignworksUSA, an industrial design firm in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group's global manufacturing network and is the exclusive manufacturing plant for all Z4 models and X5 Sports Activity Vehicles. The BMW Group sales organization is represented in the U.S. through networks of 339 BMW passenger car centers, 334 BMW Sports Activity Vehicle centers, 143 BMW motorcycle retailers, 80 MINI passenger car dealers, and 30 ROLLS-ROYCE Motor Car dealers. BMW (US) Holding Corp., the BMW Group's sales headquarters for North, Central and South America, is located in Woodcliff Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet at http://www.bmwgroupna.com

About Wavetrend

Operationally headquartered in the United Kingdom with regional offices in the United States, South Africa, and Asia, Wavetrend is a world leader in the deployment of active RFID solutions. Wavetrend technology enables enhanced management of people, assets, and logistics for improved business performance while optimizing customer return on investment and payback time. Through both its direct Professional Service teams and its global network of accredited application and integration partners, Wavetrend delivers a wide selection of proven, superior-performing active RFID products and solutions to customers around the world and supports a variety of industries including transport, automotive, defense, healthcare, aviation, and construction. For additional information, visit Wavetrend at www.wavetrend.net.