NEWBURY, England, August 26 /PRNewswire/ --

- Speed-Trap Launches Industry-first Online Analytics Software That
Captures and Analyses Visitor Interaction With Non-browser-based Adobe AIR
and Rich Internet Applications

Speed-Trap http://www.speed-trap.com the online customer
insight software provider, today launches its analytics for adobe air
applications, Speed-Trap's unique capability to capture and process detailed
data on users' interactions with Adobe AIR applications, despite their being
based on the desktop, not in the browser.

rich internet applications are no longer solely implemented in
browser environments, and with the introduction of Adobe AIR in early 2008,
many organisations are starting to implement their rich internet applications
as standalone, including companies like the BBC, eBay and PayPal. Indeed, as
of February 2009, Adobe AIR had been installed over 100 million times.

Traditional web analytics packages are only able to capture
activity within traditional websites accessed via the browser, and are
therefore unable to monitor rich internet applications, an increasingly
significant proportion of the online market, failing to provide the entire
view of the customer. However, Speed-Trap has now extended its Dynamic
Collection(TM) technology http://bit.ly/sttech to include analytics for adobe
air applications and the ability to capture and analyse the user interaction
and behaviour from this new generation of rich internet applications -
transforming the user's action and experience into meaningful customer
relationship information.

Malcolm Duckett, VP Operations at Speed-Trap
http://bit.ly/stteam explains, "Up until this point, traditional web
analytics packages have been blind to interaction with web-enabled and rich
internet applications that run on desktops or on mobile devices. This
inability to capture data on interactions through a different web medium has
left a gaping hole in companies' understanding of their customers, which our
analytics for adobe air applications is intended to fill."

Speed-Trap's unique analytics for adobe air applications
technology, launched within Speed-Trap Version 7 http://bit.ly/stcap can
capture all 'events' within the Adobe AIR or rich internet applications, such
as selecting a check box, clicking an image, entering text or selecting a tab
as a real-time stream of rich customer-focussed data. Using this data,
companies can drive the latest generations of real-time CRM, personalisation
and targeted marketing applications. Moreover, the same Speed-Trap systems
can analyse their web, AIR and rich internet applications. Companies will
have all the data they need down to the level of a single key-stroke or
click, across all mediums, allowing a truly 360 degree view and profile of
every customer.

Duckett continues, "We have further extended the functionality
and scope of our Dynamic Collection(TM) technology by allowing our clients
whose rich internet applications run on desktops via Adobe AIR to appreciate
precisely how, when and why their customers use the applications. This
insight was previously impossible to gather, but is vital for driving smart
marketing programs that generate the best possible return, or for
understanding if their applications are reaching the correct audience or
proving to be of sufficient value to the user."

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respective owners

About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0
technology to capture and analyse interaction at the user interface -
whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology
deployed e.g. webpage, Adobe AIR, Silverlight, Flash, Flex, AJAX etc. - to
deliver complete real-time data on every visitor and user of all your online
applications - complete online customer insight.

Speed-Trap's systems have come to define a new approach to the
integration of on-line applications into an enterprise's Information
Architecture. The system's User Interface Capture functionality provides a
definitive, flexible and reusable source of customer, behavioural, process
and performance data from any internet, intranet or extranet application.

Speed-Trap's customers use their patented and tag-free Dynamic
Collection(TM) solutions to drive applications as diverse as Fraud Detection,
Marketing Automation, Campaign Measurement, Usability & Design, CRM systems
and Web Analytics.

With an integrated, interactive reporting suite and options to
directly populate Enterprise Data warehouses via its partnership with
Teradata, it represents the leading edge of advanced on-line channel data
capture, analysis and delivery systems. Companies like The SAS Institute
utilise Speed-Trap's technology in their SAS for Customer Experience
Analytics product that couples their world-class analytics, marketing tools
with Speed-Trap technology to provide integrated cross-channel marketing and
customer insight.

Based in the UK, Speed-Trap delivers its solutions directly
and via a range of OEM, reseller and system integration partners around the
world. Direct customers include Alliance & Leicester, AXA, directgov,
Betfair, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap's
partners include the SAS Institute, Teradata Corporation, Arcade e-Business,
BIMA and Zencos LLC.

For further information, please contact:

    Malcolm Duckett
    Speed-Trap
    Tel: +44-(0)1635-230-630
    http://www.speed-trap.com/

    Will Gardiner/ Nicola Miller
    itpr
    Tel: +44-(0)1932-578-800
    http://www.itpr.co.uk/