Amicada Selects BackWeb for Polite Delivery of Multimedia Advertising

BackWeb's Polite Push Technology Enables Painless Download of Full Motion, Media-Rich, Interactive Advertisements

SAN JOSE, Calif. — October 5, 2000 — BackWeb® Technologies (Nasdaq: BWEB), a leading provider of push for e-business solutions, today announced an alliance with AmicadaTM to introduce a next-generation approach to Internet advertising. By using BackWeb's patented Polite™ push technology, Amicada delivers broadcast-quality advertising. Amicada offers an effective alternative to banners, interstitials and screen-savers, for the first time truly allowing the world's largest advertisers and advertising agencies to leverage the full potential of the Internet. Amicada is in discussions with a broad range of leading advertisers and agencies, including Unilever, Virgin Entertainment, BBDO, New Line Cinema, TBWA/Chiat/Day, and beenz.com.

Amicada will incorporate BackWeb's Polite push technology as part of its advertising infrastructure, offering delivery of full screen, full motion, television quality advertising. Because Amicada uses BackWeb to deliver advertisements only when other IP-based network traffic such as email and browsing is not taking place, the transfer is invisible to consumers. BackWeb's Polite push technology will allow the delivery of large content files of any size or format, including audio, video, graphics and html—even through a dial-up network connection. Deliveries occur completely in the background without impacting other applications in use.

"The ability to create brand equity with Internet advertising is the main challenge for advertisers today. Amicada has a solution to this challenge by allowing advertisers to tell stories to consumers in full-screen, beautiful quality, even with slow, 28k modem connections," said Jon Sumroy, CEO of Amicada. "Everyone wants to build their brands on the Internet. The audience is there and the ability to target consumers, deliver interactive content and drive commerce is better than traditional media. However, if you need to show a powerful 30-second television spot to sell your product, the Internet couldn't cope, but now we have the solution."

The vision for Amicada is to bring together two worlds: the effective world of creative, story-telling advertising from TV, magazines and billboards, and the new opportunities of the interactive environment. With BackWeb, Amicada is able to deliver the same high-quality, large content files to the Internet by matching the effectiveness of traditional media and improving the effectiveness of advertising – all without interfering with the usability of the Internet for the consumer.

"BackWeb eliminates the pain of delivering Internet advertising, which until today have suffered from long downloads and low quality," said Alan Wolpert, COO of Amicada. "With Polite push as part of our advertising platform, we now can offer our clients technology and services that are unparalleled in the interactive advertising arena. With BackWeb, we are able to use the Internet to dramatically improve the opportunities for our clients to achieve their campaign objectives online."

BackWeb's multimedia Flashes automatically appear on the user's screen to instantly alert consumers to the arrival of advertising content without interfering with current applications in use on the desktop. In addition, Amicada's advertisers may use BackWeb's technology to track downloads, views and commerce through the advertisement to better measure the ROI.

"Amicada is truly introducing a new concept of online advertising to the market that will competitively compare to the quality and impact of television advertising," said Eli Barkat, CEO of BackWeb Technologies. "Using BackWeb's Polite push will enable Amicada's clients to reach a broader audience no matter what their connection speed. Through this innovation, online advertisers can send the right information to the right person at the right time."

About Amicada
Amicada is a leading provider of advertising services and technology for the world's largest advertisers and advertising agencies. Amicada's founders are veterans of Unilever, the second largest advertiser worldwide. They have developed a new, different and significantly more effective method of permission advertising via the Internet; combining the efficacy of conventional creative work (as seen on TV, in magazines, etc.) with the targeting, personalization, interactivity and e-commerce offered by the Internet. Amicada's permission marketing solutions allow effective brand building messages in interactive environments. Amicada's ‘Cost-per-click' payment system is performanced based and eliminates the waste in other interactive and conventional advertising models. In addition, to the company's customized targeting, personalization and interactive tools, Amicada has also created unique technologies and services to monitor and report results equivalent to those in today's highly competitive broadcast and print mediums. Amicada was established in January 2000 with headquarters in Fort Lee, N.J., and research and development in Ramat Gan, Israel. For more information call 201-363-9991 or visit www.amicada.com.

About BackWeb Technologies
BackWeb Technologies is a leading offline Web software company. BackWeb extends the value of technology investments by offering mobile and remote employees offline access to portals, intranets and other Web-based applications and content. The company's products reduce network costs and improve the productivity of an increasingly mobile workforce. At the core of BackWeb's products is its patented Polite® synchronization technology that can distribute large amounts of data even over narrow bandwidth connections. BackWeb® customers include market leaders such as Boehringer Ingelheim, Centocor, Eastman Kodak, GE Healthcare, Guidant, HP, KLA Tencor, Lam Research, Pfizer and more than one hundred other companies. BackWeb also has strategic reseller alliances with software industry leaders: Plumtree, SAP and IBM. The company is headquartered in San Jose, Calif. and Rosh Ha'ayin, Israel. For more information, visit www.backweb.com or call (800) 863-0100.

Statements in this news release, which are not purely historical, are forward-looking statements within the meaning of the U.S. Securities laws, including statements of beliefs, plans, expectations or intentions regarding the future. Examples of these statements include, but are not limited to, the ability of BackWeb software to allow customers to gain mobile, disconnected use of their portals and help increase field sales and field service productivity, the integration of BackWeb software with BEA products will help developers extend portal applications for offline use without changing the way they work, and the ability of the resulting applications to help field sales and service organizations realize maximum productivity, cost savings, and process acceleration gains while disconnected from the network. Actual results could differ materially from those in such forward-looking statements. Factors that could cause actual results to differ materially include unforeseen technological issues related to use of the BackWeb software, deployment issues related to implementation, unforeseen software errors, competitive factors and business and expense factors that may affect the perceived efficiencies from use of BackWeb's products, and the risks and uncertainties detailed from time to time in BackWeb's periodic reports and registration statements filed with the U.S. Securities and Exchange Commission. BackWeb assumes no obligation to update any forward-looking statements contained in this press release.