FOR IMMEDIATE RELEASE
April 20, 2006

M-Cube and SCALA at the Promotion Expo

Kerkrade - The prestigious Promotion Expo was held at the Fieramilanocity in Milan, between March 15th and the 17th 2006, showcasing the latest in in-store promotion alternatives for the modern commercial enterprise. Scala BV together with M-Cube, a Certified Scala Partner in Italy, were present with the latest technologies for dynamic advertising at the point of sale and for corporate/public communication channels.

M-Cube in partnership with Ottava Arte has won the 2004 POP-Award with its TRISENSOR totem, capable of enhancing the shopper’s experience by incorporating delicate aromas, dynamically selected at precise points during the audio-visual presentation. M-Cube’s TRISENSOR now incorporates Scala’s InfoChannel® technology making it the most advanced and versatile audio-visual-aroma in-store advertising component to-date.

“We were delighted to participate at Milan’s 2006 Promotion expo together with M-Cube” stated Oscar L. Elizaga, Scala’s Vice President for EMEA, adding “We believe that Promotion Expo is the best venue to show Scala’s InfoChannel® platform for dynamic signage and in-store advertising, since it concentrates the key audiences and decision-makers we need to reach and to demonstrate the power of dynamic digital advertising as well as our market leadership”.

During Promotion Expo, a one-day Advanced Services Forum was organized, selecting M-Cube/Scala as one of the keynote speakers to discuss topics of common interest.

“We were privileged to be selected to share our experiences and demonstrate our capabilities at Promotion Expo’s Advanced Services Forum” said Leonardo Comelli, M-Cube’s CEO. Mr. Comelli added “we chose the theme for our presentation to be ‘In-store TV and Radio: customized messages, dynamic content, multi sensorial communication’, which we believe concentrates the main messages and addresses the main issues we find in the market today when it comes to in-store dynamic advertising and corporate/public information channels”.

The main topics for M-Cube presentation together with its partners were:

• M-Cube: The role of the system integrator: technologies, services and contents
• SCALA Multimedia: from USA to Europe, the experience of the leader
• TCD channel (“Trieste Città Digitale” or “Trieste Digital City”): an Italian case study
• AD NOUVEAU: how to communicate with the new available media
• Ottava Arte: audio, video, olfactory communication. An emotional and playful experience at the point of purchase

  “Besides the great opportunity of showing Scala’s strength in close association with our partner M-Cube, which has been instrumental in spearheading the opening of the Italian digital signage market” added Mr. Elizaga, “we were pleased to see our practical concept for in-store dynamic advertising validated by the marketing executives attending the Promotio Expo in Milan this year”.

  Mr. Elizaga complemented by saying “the best moment of every one of the three days of Promotion Expo 2006 was when we heard ‘this is exactly what I need’ from key executives of the many commercial and leading Italian enterprises attending the event; particularly when we explained that dynamic in-store advertising is not just showing videos and images on an expensive plasma screen, but it is about creating a unique experience for the shopper and about using the content dynamically to properly reflect and enhance the store’s image”.

  About Scala, Inc.
  Scala, Inc. (www.scala.com) pioneered the industry of digital signage in1987, and is today headquartered near Philadelphia, Pennsylvania, with operations in California, the UK, Norway, The Netherlands, China and Japan. As flat panel and networking technologies catch up with Scala's vision, Scala finds itself with over a 15-year head start, helping it to win some of the largest digital signage engagements and most respectable partners in the industry. Companies that are implementing their digital signage equipment on the Scala InfoChannel® 3 platform include Tesco, Best Buy, T-Mobile, ShopRite, Virgin MegaStore, Bloomberg, Kiwi, Azizia-Panda Supermarket, McKee Foods, Burger King, Muvico, Warner Brothers Movie World, RaboBank, Nedbank, Santiago Airport, Dubai Airport. A network of over 250 Value Added Resellers across the globe offer Scala InfoChannel® solutions, and constitute our sales and support force that extends to every continent but Antarctica.

  About M-Cube
  In order to meet the ever-growing expectations of POS communication, M-CUBE, a company established in the year 2000, is focused on the delivery of hardware, software and services. All is dedicated to the broadcast of multimedia contents, and specifically tailored for large commercial organizations: in-store audio-video communication systems, displays, interactive kiosks, and multimedia totems.

  The company, located in Trieste Italy, has many clients. Among them are Bernardi, Bricofer, Calzedonia, De Longhi, Disano Lighting System, Eurobrico, Go-Kids, Intimissimi, Jacuzzi, Kenwood Ialia, Obi, Puntobrico, Quadriga Italia.

  M-CUBE is also the official representative of SCALA products for the Italian market. M-CUBE is a subsidiary of Media Technologies; a company specialized in web-based applications for both the public and private market.

  Scala, InfoChannel, and the Exclamation Point Logo are registered trademarks of Scala, Inc. All other trademarks are the property of their respective organizations.

  Scala, Inc.
  350 Eagleview Blvd.
  Exton, PA 19341
  Phone: 610-363-3350
  E-Mail: steve.elsner@scala.com
  Website URL: www.scala.com