Amplify.net aggressively expands into Asia, establishing Asian Business Headquarters in Hong Kong

Eric Kong joins as director of business development for Asia

Amplify.net Inc., a Silicon Valley company specializing in broadband service infrastructure, today announced the establishment of its Asian Business Headquarters, an important milestone in its aggressive plan to expand its presence in Asia. Amplify.net (Hong Kong) Limited, located in Hong Kong's Central Plaza Building on 18 Harbour Road, is a wholly owned subsidiary of Amplify.net, Inc. Eric Kong, a 12-year high technology business executive, has been appointed as Business Development Director for Asia.

Riding the Asian broadband wave
"Broadband access is the hottest market segment across Asian communications business right now. It is sweeping the region like a tidal wave among telecom carriers, broadband service providers and broadcasters," said Pauline Lo Alker, president and chief executive officer of Amplify.net, Inc, headquartered in Fremont, California. "We view Asia as an important business growth engine for us in the next few years. With the influential connections from our Asian corporate investor consortium, we are making a committed effort to greatly expand our market penetration into the region's major markets."

In March 2000, Amplify.net closed $12.6 million of equity funding from a group of Asian institutional investors, including NetworkAsia, Kerry Holdings Group, the Lippo Group, Shui On Holdings, American Pacific Technology Group, the Kaifa Group and Technology Partners Group. Together, they represent major technology, property and financial holdings in Hong Kong, China, Japan, Singapore, Malaysia, Indonesia and Taiwan.

Solving today's "last mile" bottleneck
On October 9, 2000, the company officially unveiled a new "IP Service Enabled" technology platform with true quality of service and subscriber service management functions centered around the company's IP Service Engine. Designed specifically to be easily embedded in various broadband network equipment or as a complete standalone system, the technology enables the "last mile" delivery and management of next-generation services over DSL, cable and wireless networks.

In recent months, Amplify.net has inked OEM agreements with several cable & DSL equipment manufacturers to have the company's IP Service Engine integrated into their cable and DSL systems, including 3Com Corporation, Elastic Networks and Interspeed, Inc.

"Today's problematic access bottleneck in Asia is partly caused by existing Internet infrastructure that lacks a comprehensive "last mile" solution capable of managing Internet traffic and ensuring the quality of these services," said Alfredo Lobo, CEO, NetworkAsia. "With increasingly discriminating and demanding new subscribers, auto-provisioning and subscriber management capabilities have become necessities for service providers. Amplify.net's solutions address these needs and will be very well received given the heightened requirement for high speed access in this part of the world."

Developed around industry standards, Amplify.net's solutions overcome the limitations of priority-based QoS schemes by providing true IP-based, subscriber-oriented quality of service, capable of guaranteeing the delivery quality of multiple, simultaneous sessions for voice, video as well as data for each subscriber, based on pre- or dynamically-defined policy-based service level agreements (SLAs).

Targeting 2nd generation global data centres & multi-tenant unit (MTU) buildings
Amplify.net's Asian strategy is to focus first on the region's new global data centres as well as MTU and MDU (multi-dwelling unit) buildings in the major metropolitan areas throughout Asia, particularly in Hong Kong, Singapore, Japan, Korea and China. The common requirement for these multipoint environments is to manage the dynamic traffic flows, optimizing bandwidth usage while drastically reducing operating costs. Already the company's solutions have been successfully deployed in several customer installations including i-STT.com Pte Ltd, formerly known as Singapore Technology Telemedia and Chungwa Telecom's "High Building" Project in Taiwan.

"I am very excited to be part of Amplify.net's Asian startup initiative," said Eric Kong, Amplify.net's new Asian Director of Business Development stationed in Hong Kong. "My mission is to proliferate our solutions in Asia by enabling our broadband service provider customers to successfully deliver convergent data, voice and video services all the way to their subscribers' desktops."

About Amplify.net, Inc.
Amplify.net is a broadband service quality and management solutions company that offers advanced bandwidth management and IP quality of service technologies and subscriber service management systems for DSL, cable and wireless networks. Amplify.net's technology boosts the revenue and profitability of service providers, enabling them to deliver and guarantee "last mile" quality of value-added IP services such as Voice over IP, Video and Audio on Demand and data-rich streaming content. Amplify.net licenses its technology to broadband equipment manufacturers as an "open system" IP Service Engine that provides the foundation for next generation products, and offers complete standalone systems to broadband service providers.

About Eric Kong
Eric Kong is a 12-year veteran in the computer industry. From 1988-1993, he was Channel Marketing Representative for IBM in China, managing channel distributors of IBM's UNIX systems. Between 1993-1996, Eric was recruited by Legend Computers to establish their subsidiary in Australia and to develop business opportunities within the territory. In the last 3 years, Eric was Vice President at APTG (American Pacific Technology Group), a company focused in high tech investment and startup incubation.

Mr. Kong attended high school at Queen's College in Hong Kong and is a graduate, with 1st Class Honor, of the prestigious University of Hong Kong with a B.Sc degree in computer engineering.