Dublin, IRELAND – 15 July 2010 –NewBay, the leader in digital lifestyle services, today announced that its LifeCache Social Networking Gateway (SNG) is powering real mobile social networking and social address book experiences on android-powered LG smartphones. NewBay LifeCache SNG is enabling users on the new LG service to instantly access popular social networks including Facebook and Twitter. New functionality also combines LG's traditional contact list with social networking data to create a rich social address book. LG's social networking service is initially available on LG GW-620, LG Optimus (LG GT-540) global model, LG Ally (LG VS-740) in the United States and LG Optimus Q (LG LU-2300) in South Korea.

LifeCache SNG provided LG with a solid platform and APIs (application programming interfaces) to develop a customized Android handset client. With SNG, popular information from multiple online communities will be displayed in a single feed on the LG client, allowing subscribers to instantly engage with friends and family across a host of third-party sites. LG devices now provide a range of sophisticated social networking features, allowing subscribers to: update their status in real time; view friends' profiles; browse, download and comment on online media; and send private messages – all from the handset. In addition, LifeCache SNG collates and updates contacts, profile pictures, online presence and status information in real time from the social networks and presents the data in a unified address book. Users are able to send private messages and update status across multiple social networks direct from their LG address book.

As an OEM partner, LG is now a member of the NewBay LifeCache Developer Program which provides invaluable access to resources, tools, specialist expertise and support to innovate with NewBay's LifeCache technology.

Commenting on the OEM partnership agreement, Timo Bauer, SVP at NewBay Software said, "We are delighted to be partnering with LG to enable social networking functionality for its Android smartphones. This agreement with LG further strengthens our leadership in this space, and as the social networking experience is fully integrated into the device it makes it easier for operators to instantly benefit from increased data and messaging activity."

NewBay LifeCache SNG is the technology behind the France Telecom Orange social networking services - MySocialPlace in Spain, Social Life in the UK and LifeShare in Portugal. It also powers Telstra's new mobile social networking service, Tribe.

LifeCache SNG features NewBay's unique social networking API (SONA) which allows social networks to connect easily and efficiently to the SNG and immediately enjoy full benefits of mobilization, such as increased traffic, deeper user engagement and the ability to reach a wider audience on the mobile platform. For more information on NewBay's Social Networking partner program email developer@newbay.com.