News Release

Inceptor Helps Verizon Wireless Connect With Their Online Customers

Inceptor's Excedia Optimizes Online Visibility, Drives Up Traffic Significantly

November 18, 2001

Brian Wood
brian.wood@verizonwireless.com
908-306-7901

Maura Winson
Collaborative Communications
winson@collaborative.com
617-520-9106

Lori Flickinger
Collaborative Communications
flickinger@collaborative.com
617-520-9139

MAYNARD, MA — Inceptor™, Inc., the pioneer in conversion marketing, today announced that Verizon Wireless, the largest wireless communications provider in the U.S., has selected Inceptor's Excedia™ online marketing software suite to help drive consumers conducting online research on wireless service solutions to its online store at http://www.verizonwireless.com.

Excedia's Search Engine Optimization (SEO) features expose database-driven content to a wider audience of consumers, giving Verizon Wireless-related searches more prominence, which helps the company achieve its goals of reaching more consumers and matching them to wireless service packages.

Since many consumers today conduct research on the Internet before making purchase decisions, Verizon Wireless is using Inceptor's Excedia to help leverage the national resources of the Web and reach as many potential customers as possible. It then localizes its sales promotions and uses its Web site to help consumers easily compare its service and equipment offers.

In order to promote its product and service offerings available through its Web site, Verizon Wireless submitted its top keywords and phrases through Excedia to Inktomi® Index Connect®, a pay for performance program that provides companies with a way to better manage content and increase site indexing to improve search results for users. This provides greater visibility and placement for the wireless carrier through popular search terms associated with its brand, specific rate plans, phones, and accessories.

With Inceptor's Excedia, Verizon Wireless can more efficiently assess the effectiveness of its sales promotions to channel more online traffic to the best performing offers. Initial results during recent months show a significant increase in traffic from search engines arriving at key Verizon Wireless destination pages.

"We're especially excited about having Excedia in place as we head into the holiday season," said Mark Lawson, director of eBusiness for Verizon Wireless. "We have significant marketing programs planned, and we'll be using the data provided by Excedia throughout this period to make more informed, strategic decisions regarding online marketing expenditures as we move into 2002."

"As many wireless carriers have discovered, the Internet has the lowest customer acquisition cost of any sales channel. But until recently, the Internet was an underused channel for reaching out to new customers," said Iain Gillott, principal and founder of iGillottResearch, a wireless and mobile communications market strategy consultancy based in Austin, Texas. "The industry average for online sales of wireless service still represents only 5 percent of total activations. With wireless providers competing fiercely for customers across multiple channels, every advantage counts and the inherent benefits of the Internet channel cannot be overlooked."

Inceptor's Excedia maximizes the effectiveness of online marketing by efficiently converting browsers to buyers. Excedia's unique approach to Search Engine Optimization exposes large amounts of valuable database-driven content and quickly directs qualified prospects to the information they seek. Excedia's control features enable marketers to direct visitors to designated pages, test entry points and offers, profile group behavior, and minimize click-streams, all in real time.

Excedia provides instant measurement and analysis of all site activity in an easy-to-use interface, enabling marketers to quantify campaign results and immediately implement changes that will improve customer conversion and retention. Excedia leverages in-depth data on visitor behavior to feed CRM systems, enabling Web marketers to micro-target site visitors with highly relevant email offers and information.

About Inceptor

Inceptor™, Inc. is the premier provider of Conversion Marketing software and services that deliver complete command and control of online marketing initiatives into the hands of professional marketers. Excedia is the only solution available that delivers a comprehensive program for online visibility, control, analysis and communication, the four key elements of success for online marketing. Using Excedia, marketers can intelligently control their online efforts in real time, thereby improving customer conversion and increasing measurable results. The product can be deployed as a managed-service offering with secure hosting and application monitoring. A wide range of professional service offerings is also available. Inceptor has been delivering results-driven B2B and B2C marketing solutions since 1999. Clients include Blue Cross Blue Shield, British Airways, Lloyds TSB, and Verizon Wireless. The company is headquartered in Maynard, MA with offices in Atlanta, Chicago, Dallas, London, New York, San Francisco and Washington DC. Its Excedia software and services are available through Inceptor's direct sales organization, as well as through select Inceptor Partners. For more information, please visit us at http://www.inceptor.com.

Inceptor and Excedia are trademarks of Inceptor, Inc. All other trademarks are the property of their respective owners.

About Verizon Wireless

Verizon Wireless is the largest wireless communications provider in the U.S. with more than 28.7 million wireless voice and data customers. The coast-to-coast wireless provider was formed by the combination of the U.S. wireless businesses of Verizon Communications (NYSE:VZ) and Vodafone (NYSE and LSE: VOD), including Bell Atlantic Mobile, AirTouch Cellular and GTE Wireless. Verizon Wireless has a footprint covering more than 90 percent of the U.S. population, 49 of the top 50 and 97 of the top 100 U.S. markets. The company, headquartered in Bedminster, NJ, is 40,000 employees strong. Reporters and editors can find more information about the company on the Web at http://www.verizonwireless.com.

####