It's Time to Give Millions of Mobile Computer Users More Say in What Technologies and Designs Reach the Market

Palo Alto, Calif., November 11, 2008 - How can millions of digitally dependent mobile computer users help the PC industry design better, more functional and satisfying products? An ambitious, first-of-its-kind program called Reinvent Mobile aims to facilitate just that by aggregating a vibrant new channel of co-innovation, collaboration and customer engagement.

Developed by the Forum to Advance the Mobile Experience (FAME), an industry ecosystem group led by the Chief Marketing Officer (CMO) Council, with lead underwriting by Phoenix Technologies, Reinvent Mobile will engage end users in the future design, usability and functionality of the mobile computer. The initiative includes a new online community, called ReinventMobile.com, where users and the industry can meet to exchange ideas and discuss experiences.

“Reinvent Mobile will have a profound impact on the core go-to-market processes that the mobile computer industry relies on,” said Donovan Neale-May, Executive Director of the CMO Council, the parent organization of FAME. “This program enables vendors to sync with the needs of the marketplace through direct, unfiltered access to end-users and gain better understanding of their needs, requirements and pain points.”

Reinvent Mobile allows the mobile computing industry to gain an unprecedented ability to streamline the time and resources required for direct feedback and interaction with customers. It also affords technology vendors and suppliers an always-on, real time listening, learning and leveling environment that can optimize the design, delivery and acceptance of next-generation systems.

“Its time that users help redefine the design of mobile computers,” said Woody Hobbs, President and CEO of Phoenix Technologies. “The market now includes a complex range of requirements, from power users who need greater levels of performance and personalization to emerging global users seeking more affordable solutions. Meeting these diverse needs requires more inclusive methods of market feedback and engagement.”

At the center of the program is a new landmark, social Web 2.0 portal - ReinventMobile.com, a destination site that promotes ingenuity and new ideas in mobile computing, and enables visitors to:

• Interact and share mobile computing experiences
• Discover and submit innovative new ideas
• React to future designs and prototypes

ReinventMobile.com is a truly unique global focus group and customer feedback mechanism that will improve the industries ability to understand and get feedback direct from the mobile computing customer. Through the site vendors will be able to:

• Test and validate new product concepts and positions
• Shorten the R&D cycle and bring products to market faster
• Build customer affinity and loyalty by bringing more user-responsive products to market

Moreover, ReinventMobile.com creates an axis of communication among key mobile pc affinity groups that include manufacturers of hardware, software, peripherals and accessories, distributors, resellers, and retail channel, service providers, the best of the brightest in designers and futurists as well as both consumer and business end users.

Reinvent Mobile will combine the input gleaned from community participation in debates, polls, surveys and studies facilitated by ReinventMobile.com with the use of sophisticated agent technology, provided by Fractal Analytics, that “listens” to what end users are saying across the entire Internet, in blogs, user groups, message boards, anywhere there is commentary on mobile computing.

Ultimately, it will aggregate, publish and collate the vast amounts of information on the critical needs and wants of mobile computer users for a variety of applications, including more accurate predictive analysis and choice modeling.

Research firm iSuppli Corp expects the global notebook PC market to grow 20 percent next year to 155 million units, and it expects the ultra-portable “netbook” PC segment to grow more than twice as quickly, by 55 percent, to 13.2 million units.

The launch of Reinvent Mobile and ReinventMobile.com could not be more timely or important to the mobile PC eco-system.

The ReinventMobile.com site is currently active and registering community members.

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CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 3,500 members control more than $90 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 6,000 global executives across 57 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Brand Management Institute, and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at www.cmocouncil.org.

The Forum to Advance the Mobile Experience (FAME)
The Forum to Advance the Mobile Experience (FAME) is a member advocacy group and strategic authority leadership initiative to accelerate marketing programs and research around advancing the wireless user experience. Formed by the Chief Marketing Officer (CMO) Council (www.cmocouncil.org), FAME promotes the adoption of wireless applications in the best interests of industry players. FAME brings together influential senior marketing leaders from top mobile technology companies that will join in the pursuit of innovations and best practices tailored towards the advancement of end user wireless applications. More information on FAME is available at www.fameforusers.org.

About Phoenix Technologies Ltd.
Phoenix Technologies Ltd. (Nasdaq: PTEC) is the global market leader in system firmware that provides the most secure foundation for today's computing environments. The PC industry's top system builders and specifiers trust Phoenix to pioneer open standards and deliver innovative solutions that will help them differentiate their systems, reduce time-to-market and increase their revenues. The Company's flagship products and services -- AwardCore, SecureCore, Embedded BIOS, FailSafe, HyperSpace, BeInSync and eSupport -- are revolutionizing the PC user experience by delivering unprecedented performance, security, reliability, continuity, and ease-of-use. The Company established industry leadership and created the PC clone industry with its original BIOS product in 1983. Phoenix has 159 technology patents and 136 pending applications, and has shipped in over one billion systems. Phoenix is headquartered in Milpitas, California with offices worldwide. For more information, visit http://www.phoenix.com.