[April 11, 2012]

Cellebrite, Leader in Mobile Data Transfer and Forensic Software, Engages Affect for Public Relations

Affect, a public relations and social media firm specializing in B2B technology, healthcare, consumer and professional services, was selected by Cellebrite (News - Alert), a global company with innovative mobile technologies, to lead their brand awareness efforts. Cellebrite has been providing state-of-the-art products and services to the cellular industry since 1999.

Cellebrite has two primary customers, mobile point-of-sale (POS) retailers and law enforcement, government, military and intelligence agencies in need of mobile forensics. Affect was brought in to manage Cellebrite's public relations and successfully promote the company's products and services for mobile data extraction, decoding, analysis diagnostics, forensics and content delivery. Affect will focus on Cellebrite's industry expertise and technological innovations to garner industry and business media coverage as thought leaders and subject matter experts.

"Cellebrite leads the mobile POS data transfer market with approximately 90% penetration. However, the company does not currently have the brand awareness or recognition that it rightfully deserves," said Sandra Fathi, president of Affect. "We intend to change that through aggressive public relations in target vertical markets as well as business press. Cellebrite is a true pioneer in mobile forensics and its executive team has a wealth of knowledge and experience in the mobile industry, security and law enforcement."

Affect will be working with Cellebrite to leverage its executive team as key opinion leaders in the cellular industry in both retail and investigative environmnts. The organization's technology is used on a daily basis to help consumers transfer information and content to thousands of different mobile phones, smartphones and GPS devices. At the same time, Cellebrite's devices are invaluable for mobile forensics including data extraction and analysis in civil and criminal investigations, as well as thwarting international crimes and uncovering potential terrorist activity.

James H. Grady, CEO, Cellebrite USA highlighted, "Affect had the deep technical and mobile industry experience that we were seeking in a PR firm. At the same time, they knew how to leverage our internal assets as well as identify and aggressively pursue news opportunities for Cellebrite. We needed a partner that could immediately step in and provide valuable counsel as well as deliver results. Affect meets both of those objectives."

About Cellebrite

Founded in 1999, Cellebrite is a global company known for its technological breakthroughs in the cellular industry. The pioneers in mobile phone-to-phone content transfer, today Cellebrite provides a complete range of solutions for the mobile retail industry such as phone to phone content transfer, backup & restore, diagnostics and application and content delivery at the Point-of-Sale. Cellebrite works exclusively with more than 150 wireless carriers worldwide including Verizon Wireless, AT&T (News - Alert), Sprint/Nextel, T-Mobile, O2, Radio Shack, Orange, Vodafone and many more.

Cellebrite is a wholly-owned subsidiary of the Sun Corporation, a listed Japanese company (6736/JQ)

About Affect

Affect is a public relations and social media firm located in New York. Established in 2002, the company combines strategy, creative and intelligent program development, impeccable execution and exemplary customer service to help its clients achieve their specific business goals. Specializing in technology communications, Affect has also applied its marketing prowess to consumer goods and professional services. As year-round public relations counsel, or a single project resource, Affect leverages its business acumen and service excellence to achieve the precise results that its clients seek. For more information, web: www.affect.com; blog: www.techaffect.com; Twitter (News - Alert): www.twitter.com/teamaffect.

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