DIJJI CORP.

DIJJI CORP.

Previous company name
DWANGO NORTH AMERICA CORP.
Name change date
12/12/2005
Company Overview
DIJJI Corp. is a publicly quoted American company engaged in the provision of wireless content and application publishing channels. The company was founded in 1997 by Robert E. Huntley and has its registered head office located in Seattle, Washington.
The company develops and publishes content and applications for wireless devices. It also offers wireless network technology for both content and applications developed internally and for partner content developers. Its products include ringtones, games, images, video, and messaging services for mobile devices. In addition, the company offers various categories of games, including stand-alone, turn-based network, massively multiplayer, browser-based network, and SMS or MMS games. It also offers images for download to mobile phones to be used as wallpapers, screensavers, calling identifier icons, and picture messages.
The company markets its services through traditional, on line, and wireless distribution channels, including wireless carriers.
Business Summary
Dijji Corp., formerly known as Dwango North America Corp. is a mobile media company whose products include branded services, ringtones, games, images and messaging services for mobile devices. The Company sells its products in North America through distribution agreements with wireless operators, such as Cingular. Most of its products are sold to consumers via its branded services with branding from media companies, such as Napster, RollingStone Magazine and ESPN Bassmaster. In October 2005, the Company terminated the Beliefnet agreement to focus its efforts on its other brands. On April 25, 2006, the Company entered into a non-binding letter of intent with New Motion, Inc., (New Motion), relating to the reverse acquisition of Dijji by New Motion, with Dijji surviving as a publicly-held company.
Description and history
Dijji Corp., formerly known as Dwango North America Corp., incorporated on May 16, 1997, is a mobile media company whose products include branded services, ringtones, games, images and messaging services for mobile devices. The Company sells its products in North America through distribution agreements with wireless operators, such as Cingular. Most of its products are sold to consumers via its branded services with branding from media companies, such as Napster, RollingStone Magazine and ESPN Bassmaster. In October 2005, the Company terminated the Beliefnet agreement to focus its efforts on its other brands. On April 25, 2006, the Company entered into a non-binding letter of intent with New Motion, Inc., (New Motion), relating to the reverse acquisition of Dijji by New Motion, with Dijji as a surviving entity.

Branded Services

In January 2004, the Company entered into an agreement with ESPN pursuant to which the Company has launched a game under the Bassmaster mobile name. Bassmaster is available to consumers through Cingular, Nextel, Alltel, Boost and T-Mobile wireless carriers. The first Bassmaster mobile game, Legendary Lunkers, features the Cast ‘n Wait system, which emulates real fishing by surprising the player with a call back when a fish is biting. In January 2006, the Company extended the agreement with existing terms for Bassmaster for an additional three years to January 2009.

In March 2004, the Company entered into an agreement with Real Networks and RollingStone Magazine (Wenner Media) to provide a branded service for RollingStone Ringtones, RollingStone Sound Clips and RollingStone Games. Since the initial launch, the Company has added these services to Boost Mobile, T-Mobile and Alltel in the United States and Telus in Canada. These products and services using the Company’s library of ringtones are promoted through RollingStone Magazine, the RollingStone Website, five-digit numbers, also known as short-codes, and wireless carriers.

In November 2004, the Company entered into an agreement with Playboy.com, Inc. to distribute mobile media content under the Playboy brand. Its launch was in October 2005, and included polyphonic ringtones, audiotones and images. The images are provided by Playboy and the launch features images of women along with other lifestyle images. In December 2005, the Company launched its credit card Website, www.playboymobile.com, which allows Cingular and Sprint subscribers, 18 years or older, to download images of women and other lifestyle images, as well as ringtones and audiotones. The term of the agreement is three years.

In July 2005, the Company entered into an agreement with USAToday to provide a mobile sweepstakes to be promoted within the Life and Sports section of USAToday. In September 2005, it launched the application in which the participant text messaged via short message service (SMS) the answer to a trivia question and, by doing so, was entered to win a weekly prize. The sweepstakes ended in November 2005. The contract duration is for a one-year term allowing for additional projects or sweepstakes to be entered into.

Ringtones

The Company hires professional musicians who create ringtones. The Company’s catalog consists of approximately 3,000 polyphonic ringtones and it has licensed over 3,000 master tones and custom audiotones, with ongoing production and licensing of new ringtones every month. Its polyphonic and audio ringtone catalog covers every musical genre from Hip Hop to Rock/Pop, Country to Classical, and Rhythm and Blues (R&B) to World Music. It also offers sound clips featuring voice greetings, sound effects, and song clips from popular artists. The Company holds licenses from Sony, EMI, Warner/Chappel Hill, ASCAP, Harry Fox, BMI, Universal and BMG, as well as several independent labels for the distribution of ringtones. It has licenses with Warner, Universal and several independent labels for the distribution of master tones as well.

Distribution of ringtones occurs through the Company’s delivery platform, which allows users to browse, search, sample and download from its extensive content catalog. The catalog is accessible, sorted by title, artist and category (genre). Ringtone downloads are initiated either through the Company’s branded Web portals or through a mobile handset using a wireless application protocol (WAP) browser, downloadable binary run-time environment for wireless (BREW) ringtone client or SMS.

Games

The games the Company distributes fall into one of several categories: stand-alone games, turn-based network games, massively multiplayer games, browser-based network games, SMS or multimedia messaging service (MMS) games. Stand-alone games are one-player games. Turn-based network games are games where the player competes against other players on the network and the game involves taking turns by the players. Massively multiplayer games are games where the player may compete with thousands of other players with an ongoing play experience and evolving story line. Browser-based network games are multiplayer games where the players each play simultaneously, and game play is performed through the use of the phone’s browser, rather than an application running on the phone itself. SMS or MMS games are played by sending short messages in response to prompts from the game. The games that were distributed and developed by the Company as of December 31, 2005, included Bassmaster Legendary Lunkers, RollingStone 20 Questions, AquaX and Playboy Poker.

Images

The Company offers images for download. Images can be downloaded to mobile phones to be used as wallpapers, screensavers, calling identifier icons and picture messages, which can be sent to friends along with text. The Company has a content library, augmented through relationships with image providers, such as Corbis and can offer images for any of its diverse brand partners. The Company has a large offering of Playboy branded images available on-deck through Rogers and Fido in Canada, off-deck through Cingular and Sprint and via a credit card Website at PlayboyMobile.com.

The Company competes with EA, THQ, Mobliss, Glu, Infospace, Verisign, 9 squared, Buongiorno, Blue Frog and Moderati.

Founded 1997 by Robert E. Huntley

Business Line
Engaged in the provision of wireless content and application publishing channels through wireless carriers
Subsidiary

Advisor
EISNER LLP
IPO date

US SIC Code
7372
Company Address
World Trade Center, Suite 601
2211, Elliot Avenue
City province or state postal code
98121, SEATTLE, WA
Phone: +1 206 832 0600
Fax: +1 206 832 0601
Country address: UNITED STATES OF AMERICA
Website url: www.dwango.com