NEW YORK--(BUSINESS WIRE)--March 12, 2001--Upoc (www.upoc.com), the leading developer of mobile community technologies, today announced that it has added Alloy Online ( www.alloy.com) (NASDAQ: ALOY), a leading media company providing content, community, commerce, and entertainment for Generation Y, to its client roster. Upoc's proprietary wireless platform enables Alloy to connect with its 3.2 million registered members through any wireless device.

Upoc's unique mobile platform complements Alloy Online's wireless community-building strategy. Registered Alloy users can receive instantaneous daily updates on celebrity, music, and cultural news on any mobile device or carrier. The new Alloy wireless channel will be prominently featured on www.alloy.com.

"We are pleased that Alloy has chosen Upoc to develop a mobile solution that enables the company to extend its brand and reach its members wirelessly," said Gordon Gould, CEO, and co-founder of Upoc.

"Alloy's choice demonstrates how companies can use our mobile community platform to build relationships with a younger audience that is notoriously hard to reach using traditional media."

"Today's teenagers have come to expect access to the Internet wherever they may be. Upoc's technology enables us to offer our members easy access through their wireless devices and ensure that they will stay connected whether in the car, at school or at the mall", commented Samantha Skey, VP e-commerce and sponsorships, Alloy Online. About Upoc

Upoc is the leading developer of cross-platform, carrier-agnostic mobile community technologies for reaching consumers across any wireless device. Upoc enables marketers, retailers, consumer goods and media companies to instantly reach their prime audiences with mobile communities, content, commerce and targeted promotions. Launched as the first Start-up In Residence at Ericsson Cyberlab, Upoc has 45 employees and is based in New York City. About Alloy Online

Alloy Online, Inc. is a leading media company providing community, content, commerce and entertainment to Generation Y, one of the fastest growing segments of the Internet population. Alloy's convergent media model - which is centered around our Web site (www.alloy.com), and is complemented by the Alloy e-zine and catalog and the CCS Web site (www.ccs.com) and catalog - has a total reach of more than 10 million individuals per month. Together, these components offer a unique blend of services through which teens can interact, share information, explore compelling and relevant content and shop for apparel, accessories, footwear, room furnishings and action sports equipment. For further information regarding Alloy Online, please visit our Web site (www.alloy.com) and click on "Investor Info" or call the investor information line at 877-ALLOY-IR.

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