Princess Cruises Sails With IBM InfoSphere Software

IBM Data Warehousing Software Powers Marketing and Promotional Initiatives for Cruise Giant

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ARMONK, NY - 07 Aug 2008: IBM (NYSE: IBM) today announced that Princess Cruises, a subsidiary of Carnival Corporation (NYSE: CCL) (NYSE: CUK) and one of the world's premier cruise lines, will deploy IBM InfoSphere Warehouse software to analyze and improve the effectiveness of the company's marketing and promotional initiatives.

Complementing its consumer marketing campaign, Princess Cruises will use InfoSphere Warehouse to analyze data to determine which marketing tactics were the most and least successful in drawing passengers to its 17 ships.

"We chose InfoSphere Warehouse because it was compatible with our existing infrastructure, and we believe its proven high performance will provide some added tools to help us evaluate our marketing and management tactics," said Lou Fournier, Vice President, information systems technology for Princess Cruises. "InfoSphere also addresses IT requirements to ensure the most critical applications. For instance, processing that once took 10 hours, will now take only 10 minutes. In addition, the software's DB2 deep compression capability can drastically reduce the amount of physical storage capacity by 70%."

"Our relationship with Princess Cruises demonstrates IBM's commitment to help companies achieve high performance through data management innovations," said Inhi Cho, Vice President, IBM Data Management Marketing. "There's a shift underway in the database software market as our partners and clients increasingly choose IBM. IBM InfoSphere Warehouse helps clients unlock the value of key business data, which is what IBM's Information on Demand strategy is all about."

InfoSphere Warehouse software is based on IBM DB2 "Viper" data server software, which provides features and capabilities that support growing customer demand for analytics and Information on Demand.

For more information on IBM's dynamic warehousing initiative and InfoSphere Warehouse, visit

About Princess Cruises
One of the best-known names in cruising, Princess Cruises is a global cruise and tour company operating a fleet of 17 modern ships renowned for their innovative design and wide array of choices in dining, entertainment and amenities, all provided in an environment of exceptional customer service. A recognized leader in worldwide cruising, Princess offers its passengers the opportunity to escape to the top destinations around the globe, with sailings to all seven continents, ranging in length from seven to 107 days. The company is part of Carnival Corporation & plc (NYSE/LSE:CCL; NYSE:CUK).

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