Reach-U expands within the Orange group by launching LBS with Orange Romania
The Estonian LBS middleware and applications developer Reach-U was chosen by Orange Romania to provide LBS solutions to the operators more than 6 million customers.
Orange Romania launched the first LBS applications in April 2006, beginning with a Yellow Pages service with SMS and WAP interfaces. Several other services followed in May 2006.

Orange Romania chose Reach-U’s Pinpoint Mgine middleware and LBS package already in 2005, following the successful LBS installation with Orange Slovakia. The Pinpoint Mgine is a full-scale middleware product for enabling fast and cost-efficient rollout of LBS services. The Reach-U LBS solution has consistently beaten the success benchmarks, with LBS penetration ranging from 10-20% in different installations. All of Orange Romania’s LBS are powered by Reach-U’s middleware which is hosted at the premises of Orange Slovakia. The new solution is running on top of Orange Romania’s Ericsson MPS positioning platform.

Teet Jagomägi, CEO of Reach-U, states: “We feel very proud to be part of the Orange Romania LBS project. Our 6 years of activity in the LBS area enables us to bring to the table extensive experience obtained from running location-based services in different countries.”

Reach-U was established 12 years ago as a spin-off from Tartu University. Initial activities included mapping and geographical information systems (GIS), before focusing on LBS middleware and applications. The company has a global sales and support partnership with Ericsson, their joint solutions have been chosen by operators in several countries around the world.
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