Fraser Hickox Joins Lorica Advisory Board

Will Advise Lorica on Growth in Asia Pacific, Rounds out Board's Global Expertise

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. October 14, 2008

BUFFALO, NY, June 12, 2008. Mark Holzberg, Chairman and CEO of Lorica Solutions, the leader in converged managed networks for the hospitality industry, has announced that Fraser Hickox, General Manager of Research and Technology for The Peninsula Hotel Group in Hong Kong and noted international consultant to some of the world's leading hotel companies, has joined the Lorica Advisory Board.

Lorica Solutions, is the developer of the Lorica Room Center (LRC), the only fully managed converged network specifically designed for the hospitality industry. The Lorica Room Center acts as a communications hub and monitoring node for all in-room devices, enabling new technologies like HDTV while providing proactive monitoring and support from Lorica's 24x7 Network Operations Center and Help Desk.

"We are extremely pleased to welcome Mr. Hickox to Lorica's Advisory Board," said Holzberg. "As Lorica prepares to aggressively expand outside North America and forge new relationships in Asia Pacific and the Middle East, his vast experience and insight in leading-edge hotel technology will bring an essential global dimension to our planning. We look forward to his counsel and guidance as we chart our expansion, particularly in a part of the world where the opportunity is burgeoning such as in India, China, and Dubai."

With more than 20 years of industry experience, Hickox is widely regarded for his leadership and innovation in introducing the best new technologies to enhance the guest experience. He has led Peninsula Hotel Group's Electronic Services Department, a dedicated team of industry developers and inventors, since its inception. Under his leadership, the division has brought innovation and user-friendly products to Peninsula Hotels that were not available through normal commercial channels.

"I'm looking forward to being on Lorica Solutions' advisory board to contribute to the development from an Asian hospitality point of view. We have some unique perspectives, which I am sure would further enhance the product," Hickox said.

As an active member and executive advisor of Hotel Technology Next Generation (HTNG), in which Lorica actively participates, Hickox took an early interest in the Lorica Room Center and has followed its evolution from development to deployment.

Demand for the Lorica Room Center has been brisk with installations currently planned and underway in multiple locations. "I have watched this development over the last few years and appreciated that Lorica is willing to listen. The product has a lot of potential and could represent a considerable saving in capital costs by combining the telephony, television and HSIA facilities, which together enable an opportunity to control a larger number of points," Hickox said.

Lorica's Advisory Board of senior IT leaders helps guide the Company's continued growth and development. Hickox joins this distinguished group, which also includes Robert S. Bennett, independent consultant; Jules Sieburgh, a consultant with O'Neal Consultants; Bryan Steele, Managing Director at Jireh-Tek Limited; and Jeremy Rock, President of the RockIT Group. Hickox's significant knowledge of Asia Pacific and the Middle East will round out the board's global representation, which already encompasses Europe and North America.

Concurrent with the announcement of his advisory board appointment at Lorica, Hickox will be inducted into the Hospitality Financial and Technology Professionals (HFTP(R)) International Hospitality Technology Hall of Fame at the 2008 Hospitality Industry Technology Exposition and Conference (HITEC (R)) General Session on Tuesday, June 17 at 8 a.m. HITEC will be held June 16-19 at the Austin Convention Center in Austin, Texas and Lorica will be exhibiting there in booth 1144. Hickox is the third member of the Lorica Advisory Board, joining Bennett and Sieburgh, to be named to this roster of visionaries.

At the end of this month Hickox will become a consultant to Peninsula while also working with other companies including Leela Hotels India, SM Hotels in the Philippines and Tiara Hotels, Limitless Resorts, and Zabeel Investments in Dubai.