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Magic Integration Platform Used to Implement Tel Aviv’s First City-wide Bicycle Rental Service

January 29, 2013

OR YEHUDA, Israel, January 29, 2013 /PRNewswire/ –

Magic Software Enterprises Ltd. [http://www.magicsoftware.com/?utm_source=pr ]
(NASDAQ: MGIC [http://www.nasdaq.com/symbol/mgic ]), a global provider of software
platforms [http://www.magicsoftware.com/products?utm_source=pr ] for enterprise mobility
[http://www.magicsoftware.com/enterprise-mobility?utm_source=pr ], cloud applications
[http://www.magicsoftware.com/cloud-enabled-application-platform?utm_source=pr ], and
business integration
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr ], announced
today that its Magic xpi Integration Platform
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr ] was used to
implement Tel Aviv’s first city-wide bicycle rental service. Operated by FSM, the recently
launched Tel-O-Fun service is the first fully automated bicycle rental service in Israel.
Its network of 170 bicycle bays (rental locations) and 1700 bicycles across the city
already has about 11,000 users a day.

FSM hired Consist to deploy the required integration infrastructure for the project.
Consist chose Magic xpi to integrate all the back-end systems required to operate the
service, including FSM’s CRM system, the service website, command and control systems,
billing, accounting and the automated bay locks. The integration project provides 24/7
availability and supports all business processes required for project management and
end-to-end rental transactions, including registration, billing, rental and tracking
returns. Magic is also providing support and maintenance services for the project.

Magic xpi Integration Platform
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr ] enables an
organization to unify the management of separate business systems into continuous business
process by connecting the organization’s existing information systems, such as CRM,
inventory, ERP, finance, and manufacturing. Magic’s smart, code-free metadata approach
[http://www.magicsoftware.com/technology?utm_source=pr ] and optimized, certified
connectors [http://www.magicsoftware.com/certifications-awards?utm_source=pr ] to leading
enterprise systems
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr#Eco-Systems ],
such as SAP [http://www.magicsoftware.com/magic-xpi-sap-r3?utm_source=pr ], Oracle
[http://www.magicsoftware.com/magic-xpi-jd-edwards?utm_source=pr ], Salesforce.com
[http://www.magicsoftware.com/magic-xpi-salesforcecom?utm_source=pr ], Microsoft
[http://www.magicsoftware.com/magic-xpi-microsoft-dynamics-crm?utm_source=pr ], IBM
[http://www.magicsoftware.com/magic-xpi-ibm-i?utm_source=pr ], Google
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr#Components ],
and others
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr#Components ] -
enables simple, rapid and cost-effective back-end integration
[http://www.magicsoftware.com/magic-xpi-integration-platform?utm_source=pr ]. Magic xpi has
been successfully implemented by hundreds of companies and organizations of various sizes
in various industries around the world including, finance, medicine, security and more.

Ofer Sela, CIO at FSM, said, “The bicycle rental system in Tel Aviv needed to be
robust enough to be on-line 24 hours a day and support the load of hundreds of thousands
of bicycle rentals each month. We are very pleased with the high-availability solution
that Magic and Consist provided, which allowed us to quickly standardize the interfaces
and which responds fully to our satisfaction.

Avi Gutman, Development Division Manager at Consist added, “After we finished to
analyze the project requirements and examined various integration tools, we chose Magic
xpi as the basis for the enterprise integration project due to its ease of development,
maintenance, quick time to market and 24/7 availabilty.”

Yoram Aharom, CEO, Magic Israel, commented, “We are very happy to be part of this
innovative project. The integrated system allows Tel-O-Fun to save in expenses in a
maintenance and management stage. We look forward to continued successful collaboration on
future bike rental projects throughout the country.”

About Magic Software Enterprises

Magic Software Enterprises
[http://www.magicsoftware.com/investor-relations?utm_source=pr ] (NASDAQ: MGIC
[http://www.magicsoftware.com/investor-relations?utm_source=pr ]) empowers customers and
partners around the globe with smarter technology that provides a multichannel user
experience of enterprise logic and data.

For more information, visit http://www.magicsoftware.com
[http://www.magicsoftware.com/?utm_source=pr ].

About FSM

FSM specializes in supplying municipal and institutional organizations with
professional support for setting up, operating, maintaining and supplying services to
complex logistic systems which call for high quality and resourceful management and
control capabilities. FSM combines the experience of its local and international logistics
partners: Friedenson Logistics Services Ltd, Mertens-Hoffman Management Consultants, Ltd.
and Eitan Shamir Maintenance Ltd. We support green transport systems and urban transport
sharing in Israel and around the world.

About Consist Group

Consist Group is a software company specializing in developing, marketing, and
implementing software solutions for business strategy and management. Consist was
established more than 35 years and has about 1,200 employees worldwide, including Germany,
Spain, USA, Brazil, Argentina, and Mexico. Consist also sells leading third-party software
and supplies professional services development, consulting services and outsourcing for
our clients.

Except for any historical information contained herein, matters discussed in this
press release might include forward-looking statements that involve a number of risks and
uncertainties. Regarding any financial statements, actual results might vary significantly
based upon a number of factors including, but not limited to, risks in product and
technology development, market acceptance of new products and continuing product
conditions, both locally and abroad, release and sales of new products by strategic
resellers and customers, and other risk factors detailed in Magic’s most recent annual
report and other filings with the Securities and Exchange Commission.

Magic has made every effort to ensure that the information contained in this press
release is accurate; however, there are no representations or warranties regarding this
information, including warranties of merchantability or fitness for a particular purpose.
Magic assumes no responsibility for errors or omissions that may occur in this press
release.

Magic is a registered trademark of Magic Software Enterprises Ltd. All other product
and company names mentioned herein are for identification purposes only and are the
property of, and might be trademarks of, their respective owners.

        Press Contact:
        Tania Amar | VP Global Marketing
        Magic Software Enterprises
        tania@magicsoftware.com

SOURCE Magic Software Enterprises Ltd


Source: PR Newswire