In this paper a novel cross-flow HMX (heat and mass exchanger) utilizing the M-cycle (Maisotsenko cycle) for dew point indirect evaporative cooling has been tested for the performance evaluation in terms of thermal effectiveness and specific cooling capacity under various ambient and operational conditions. Additionally, the operational performance of the investigated HMX was examined on the base of developed model. The obtained results from the model prediction have been compared with the experimental data. The positive results of this validation indicated that the proposed model may be successfully used for prediction of operational performance of the investigated HMX. The analysis presented in this paper further demonstrates attractiveness and high efficiency of the novel M-cycle HMX used for indirect evaporative cooling in air conditioning units. (C) 2014 Elsevier Ltd. All rights reserved.