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PRESS RELEASE

Norsk Tipping Boosts Lottery Sales with Cisco High Definition Digital Signage Network

Cisco Digital Media System Delivers Timely Targeted Promotions for Norwegian National Lottery in nearly 4,000 Retail Stores

OSLO, Norway, Oct. 09, 2007-Norsk Tipping AS, the state-owned national lottery in Norway, has installed the Cisco Digital Media System, a comprehensive digital signage solution for approximately 4,000 point-of-sale locations nationwide to deliver timely and targeted marketing communications to customers. The new Cisco high-definition video solution has contributed to reductions in the annual cost of printed marketing material to retailers and is creating a solid foundation for in-store advertising sales and interactive gaming.

The Cisco Digital Media System was rolled out to Norsk Tipping's nationwide retail network in just six months, helping the company to be one of the first to market in Norway with an in-store digital signage network. The new solution helps Norsk Tipping offer interactive, multiplayer games to counter the growing competitive threat from online gaming sites.

With hourly broadcasts, Norsk Tipping plans to deliver visually attractive, dynamic and targeted advertising. It can broadcast up-to-date data, such as jackpot information and current odds for Norsk Tipping's sports betting service, in real-time over the network. Norsk Tipping also uses the Cisco Digital Media System to segment its advertising, targeting its marketing messages based on the retail outlet's focus. For example, Norsk Tipping can target its marketing to different types of customers betting on specific games at specific times of the day. This segmentation, combined with more compelling in-store advertising, will help drive incremental sales for Norsk Tipping.

The digital signage system is remotely managed from Norsk Tipping's headquarters and requires no on-site technical support in the stores, which significantly reduces operating costs.

"The Cisco Digital Media System helps us to deliver the right communications, at the right time, to the right customer segments to generate incremental sales," said Stein Onsrud, technology advisor at Norsk Tipping. "The Cisco solution met all our requirements and distinguished itself with its reliability. It also distributes digital media over our existing Cisco IP network, which has the scalability and resiliency to support our thousands of retail locations."

"Norsk Tipping is an excellent example of how the Cisco network can be the platform to help retailers drive sales through more cost-effective and compelling marketing and advertising," said Thomas Wyatt, general manager of the Digital Media Systems business unit at Cisco. "With digital signage, retailers can use targeted, eye-catching, high-definition content to capture customer attention and change messages in real time as product offerings or store conditions change. Retailers all over the world are transforming their in-store customer experience using networked digital signage."

Stein Onsrud added: "With its flexibility and scalability, the Cisco Digital Media System is helping Norsk Tipping to strengthen its brand, increase sales, make it more attractive for retailers to sell our products and maintain customer confidence."

Norsk Tipping has deployed Cisco routing, switching and video products, including Cisco Catalyst®6500 Series Switches with the Content Switching Module and the Cisco Digital Media System (Digital Media Manager and Digital Media Players). For more information about the Cisco Digital Media System, go to www.cisco.com/go/dms.

About Norsk Tipping AS

Norsk Tipping is Norway's leading games company, wholly-owned by the Norwegian state. The company's main objectives are to provide the Norwegian people with responsible games and entertainment within social acceptable conditions, and at the same time ensure a secure and long-term profit for the beneficiary organizations.

The profit is divided equally between the sports and culture sectors. In a transition period, a part of the profit is also allocated to the research sector.

The company operates the games of chance, Lotto, Viking Lotto and Joker; the games of skill Tipping and Oddsen, and the scratch game Flax. In addition, the company operates the TV game, Extra, on behalf of the Norwegian Foundation for Health and Rehabilitation.

About Cisco Systems

Cisco, (NASDAQ: CSCO), is the worldwide leader in networking that transforms how people connect, communicate and collaborate. Cisco news and information are available at http://www.cisco.com. For ongoing news, please go to http://newsroom.cisco.com. Cisco equipment in Europe is supplied by Cisco Systems International BV, a wholly owned subsidiary of Cisco Systems, Inc.

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Cisco, the Cisco logo, Catalyst and Cisco Systems are registered trademarks or trademarks of Cisco Systems, Inc. and/or its affiliates in the United States and certain other countries. All other trademarks mentioned in this document are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company. This document is Cisco Public Information.

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