Openwave and JumpTap Collaborate to Support Mobile Search and Advertising


BARCELONA, Spain, 3GSM World Congress, Feb. 12: Openwave (NASDAQ:OPWV), the leading provider of software products and services for the communications industry and JumpTap, the leading provider of mobile search and advertising, today announced a strategic relationship to help mobile operators benefit from mobile advertising opportunities.

Openwave(R) Contextual Merchandising, powered by the Openwave(R) Profiling and Personalization System (OPPS), also announced today, will enable the delivery of targeted information from brands and agencies who want to reach mobile customers. OPPS leverages a 360-degree view of the subscriber to create a profile based on behavior across applications and networks. In combination with JumpTap's advertisements and search related targeting information, this is designed to provide a very powerful mobile advertising capability that can deliver relevant and contextual advertisements to the end user.

Current advertising solutions are based on either application context or profile -- not both -- therefore providing only limited or transitional insight into the subscriber. Openwave and JumpTap's proposed collaboration will allow advertisers to target individuals based on an optimal blend of profile and context. This level of deep personalization significantly improves upon current mobile advertising deployments and traditional advertising vehicles by allowing evermore targeted offers.

"While mobile data traffic continues to grow rapidly, the increasing uptake of unlimited data plans among consumers poses new challenges in monetizing this growing data traffic. As mobile consumers increasingly travel off-net, operators are looking for ways to more effectively monetize this traffic," said Nara Rajagopalan, vice president of product management at Openwave. "Openwave's adaptive context technologies, combined with JumpTap's broad portfolio of targeted mobile advertisers, represent an opportunity for operators to deliver unique service value and generate revenue."

Adam Soroca, vice president and general manager of Search at JumpTap comments, "Our search engine generates a wealth of information about what mobile customers want. We are using this data to pick the best advertisement for a particular moment in time, and Openwave brings an unmatched level of mobile Internet inventory where we can place those ad spots."

Since its founding in 2004, JumpTap has rapidly established itself as a leader in the burgeoning mobile search and advertising market. JumpTap's suite of products and services, which includes its recently announced Advertising Suite and Mobile Search Index, offers advertisers multiple ways to reach their customers and provides mobile operators with one of the industry's most complete mobile search and advertising ecosystems.

Openwave Contextual Merchandising and OPPS are part of Openwave's Adaptive Mobility suite, which enables operators to deliver personalized, easy-to-use, and revenue-generating services for content and communications across all networks and devices. This suite of solutions is supported by Openwave's carrier-scale infrastructure and delivers the ability to transform the total mobile and wireline Internet experience.

About Openwave

Openwave Systems Inc. is the leading independent provider of software solutions that ignite mobility for the communications and media industries. Openwave empowers its customers to rapidly transform their business by sparking new revenue streams and market opportunities, building loyal subscriber communities and reducing operational costs. Openwave's broad range of IP-based handset-to-network solutions enable the rapid launch of information, communication and entertainment services across networks and devices and include handset software, content delivery, adaptive messaging, location, music and video services. Openwave is a global company headquartered in Redwood City, California. For more information please visit www.openwave.com.

About JumpTap, Inc.

JumpTap, Inc. provides a mobile search and advertising solution that drives third-party revenue for mobile operators while providing a quick, easy and fun mobile search experience for subscribers. JumpTap's solution helps mobile operators build search and browsing traffic, attract advertisers to their network and maximize ROI via profiles and behavioral targeting. JumpTap combines structured and unstructured content to drive better coverage and improve the user experience. JumpTap provides mobile operators, advertisers and subscribers with the industry's most complete, easy-to-use and rewarding mobile search and advertising environment. For more information on JumpTap, please visit: www.jumptap.com/ .

For more information please contact:
Openwave Systems Inc.
Vikki Herrera
Public Relations
Vikki.Herrera@openwave.com
Tel: 650-480-6753

Bite Communications for Openwave
Melanie Antonucci
Public Relations
Melanie.antonucci@bitepr.com
Tel: + 44 (0) 20 8834 3419

Nelson Bostock Communications for JumpTap
Jenny Roberts / Richard George
jenny.roberts@nelsonbostock.com/richard.george@nelsonbostock.com
Tel: +44 (0)20 7229 4400

FCMN Contact: Trisha.Mirel@openwave.com

Source: Openwave Systems Inc.

Web site: www.openwave.com/

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