Contact
Doug Chalmers
DecisionPower, Inc
408 379-9200
dchalmers@decisionpower.com

CAMPBELL, CA — January 12, 2005 — DecisionPower™ CEO, Ken Karakotsios, an expert and thought leader in simulated analytics software, will be a speaker at the 2005 Institute for International Research (IIR) Annual "The New Era of Accountable Marketing" Conference in Miami, FL, January 12-14, 2005. This is the largest gathering of cross-industry marketing and research practitioners, academics and suppliers revealing the latest marketing strategies for increased productivity, effective decision making and higher returns.

Mr. Karakotsios's presentation titled "How to Exploit Market Opportunities Through Agent-Based Modeling (ABM)" will address how consumer-driven companies can use this revolutionary modeling tool to:

• Build reusable market models that most closely replicate real-life consumer behavior
• Evaluate "What-if" scenarios to unveil outcomes before they happen
• Reveal unanticipated opportunities and the best ways to exploit them
• Gain and sustain that competitive advantage in today's unpredictable marketplace

"Even the most experienced marketers understand the limitations of traditional marketing analytics tools and need new ways to gain insights and answers to make those tough decisions with greater clarity and confidence," said Karakotsios. "Agent-based modeling gives decision makers the ability to simulate their real-world markets, customers and competitors enabling fast, decisive actions to convert big bets into big payoffs."

Mr. Karakotsios has over 15 years of experience applying agent-based modeling in categories such as education (ActiveChemistry), science (NASA) and business (MarketSim™). As an entrepreneur, he has focused on delivering powerful analytical tools to end users. Prior to DecisionPower, Ken was at Maxis where he was the designer and author of the award-winning software title SimLife; he also held positions at Apple Computer, Silicon Compilers and National Semiconductor.

About DecisionPower, Inc.

DecisionPower, Inc. is a pioneer and leader in simulated analytics software for consumer-driven Global 1000 companies. Its flagship product, MarketSim, utilizes agent-based modeling (ABM) to enable users to create interactive, reusable market models — on the desktop — that most closely replicate real-life consumer behavior. MarketSim models allow marketing decision makers to quickly evaluate "What-if?" scenarios to reveal future outcomes before they happen to increase the odds of success, lower business risks and improve return on marketing investment (ROMI).

Founded in 1995, DecisionPower is a privately held company headquartered in Campbell, California. It partners with results-oriented companies who are best-in-class in their respective marketing specialties and vertical markets. DecisionPower serves industry leaders in consumer packaged goods, food and beverage, pharmaceuticals, automotive, financial services, media and entertainment, consumer electronics, high tech and retail industries. To learn more about DecisionPower, visit us at www.decisionpower.com.

DecisionPower, MarketSim and MarketSim Express are trademarks of DecisionPower, Inc. All other company, brand and product names are the property and/or trademarks of their respective owners.