Press Release

esi Techtrans Enhances its U.S. Marketing Services with the Addition of
Global Branding and Marketing Executive

Industry Veteran, Olof Hult, Joins
the International Business Development Firm

Los Angeles, California, September 20, 2002 - esi Techtrans, Inc., the Scandinavian - American business development firm, today announced the strategic addition of global marketing expert, Olof Hult, to its organization. Appointed as Principal responsible for Branding and Marketing Initiatives, Mr. Hult will use his 25 years of experience to assist Techtrans' clients in the US and Sweden. Specializing in assisting Swedish and American technology companies bridge the business, geographical, and cultural disparity between the two countries, Techtrans' experienced consultants provide strategic marketing and business development services, sales support and channel development, as well as incubator services.

"In the mid-eighties, when we started Techtrans, selling Swedish technology in the U.S. was much easier. Innovative, solid technology was recognized on its merit, and not just by its market presence," said Göran Eriksson, Techtrans' Founder and President. "The success and growth of the IT industry has made it increasingly difficult for companies other than the largest players to gain attention. Today, carefully crafted branding and marketing strategies are often the most critical success factors for newcomer companies trying to penetrate the market. I am delighted that Olof, with his 25 years of branding experience in the US has chosen to join our firm."

In spite of the current slowdown in the global economy, Olof Hult is very upbeat: "This is a time of great opportunity for savvy marketers to make an impact. Over the years of living and working in the US, I have watched Swedish companies, large and small, seeking to reach American audiences," said Hult. "Many times, those efforts have been less than optimal due to a lack of appreciation by many in Sweden that the U.S. marketplace, business practices, and culture is truly different from that of Sweden. I see myself and esi Techtrans as a unique and powerful bridge between the two continents and their respective cultures."

Bringing Swedish Innovation to the U.S. Marketplace
For three consecutive years, Sweden has been ranked as the world's leading information economy by the World Times Information Society Index. Like no other country, it is poised to take full advantage of the Information Revolution with its advanced information, computer, wireless, and social infrastructures. However, although Sweden is the leading center for technological innovation, the United States represents the largest marketplace and consumer base for IT products.

Techtrans' goal is to make the innovative technologies of Sweden successful in the U.S. by adapting Swedish business models and marketing strategies to the demands of the American marketplace. Techtrans also provides executives and entrepreneurs from Scandinavia with a more in-depth understanding and analysis of the economic, political, cultural, and social environment in the United States.

With nearly two decades of successful business development and incubator service experience, Techtrans has secured an extensive and well-established contact base with senior business executives, lawyers, government agencies/representatives, and other local and international professional advisors. Rounding out this diverse collection of individual experts is Techtrans' own internationally-experienced staff with an extensive knowledge of American and Swedish markets, cultures, and languages.

In addition, as the US West Coast Representative Office of the Invest in Sweden Agency, a Swedish government agency with a mission to stimulate foreign direct investment, Techtrans has access to a wealth of resources, including a powerful network of business and government contacts, as well as research and investment funds, in order to assist US firms in establishing a presence in Sweden.

Olof Hult International Marketing Executive
Olof Hult has 25 years of U.S. and global marketing experience and a full understanding of Swedish and American values and cultures. Raised at Lidingö, Sweden, Mr. Hult received his MBA in Marketing and International Business from Harvard Business School and has held management positions at consultancies and corporations in the United States and Sweden. Mr. Hult has worked with numerous market-leading brands and corporations, such as: IBM, Sony, Hewlett-Packard, ARCO, Esprit, Kinko's, K-Swiss, Rank-Xerox, Adidas, and Colgate. In addition, Mr. Hult has founded two technology start-ups in the Silicon Valley area. In Sweden, Mr. Hult is recognized as the strategist behind the long running, successful Gevalia coffee branding campaign, "Oväntat Besök", launched in 1985 and chosen as the Campaign of the Century in 2000 by readers of Sweden's Resumé magazine, a leading publication for the advertising and marketing industry.

About esi Techtrans
Founded in 1984, the unique Techtrans' vision and approach originated with the recognition that our clients in the U.S. and Scandinavia required very specialized and individually tailored services. esi Techtrans is a unique service company catering to business development, with a long tradition of promoting and facilitating IT, semiconductor, and medical technology business between Scandinavia and the U.S. esi Techtrans, Inc. is located in Los Angeles, California. For more information, call (310) 841-0481 or visit www.esitechtrans.com.

esi Techtrans Contact:
Anna Lindberg
Phone: 310-841-0481
Email: anna.lindberg@esitechtrans.com

Media Contact:
Joe Waldygo, TopSpin Communications
Phone: 480-632-5050
Email: joe@topspinpr.com