Openwave Collaborates With Amobee to Enable a True End-to-End Mobile Advertising Solution for Operators

BARCELONA, Spain, Feb. 15, 2011 /PRNewswire/ -- MOBILE WORLD CONGRESS 2011 -- Openwave Systems Inc. (Nasdaq: OPWV) a global software innovator delivering context-aware mediation and messaging solutions, today announced a collaboration arrangement with Amobee Media Systems, the world's largest mobile advertising platform in which the parties intend to develop an end-to-end advertising ecosystem solution for interested mobile operators. Openwave and Amobee intend to create this solution by combining Openwave's Amplicity™ platform and Amobee's carrier-grade mobile advertising platform.

"Mobile operators are looking for better ways to help advertisers understand total mobile user behavior in order to deliver relevant ads to subscribers," said Mark Strecker, COO, Amobee. "We believe that by integrating our mobile ad platform with Openwave's Amplicity platform we can enhance our mobile ad platform and better enable mobile advertisers to effectively deliver advertisements based on a deeper understanding of usage behavior that can ultimately drive the adoption of mobile advertising."

Mobile advertisers benefit from the combination of Openwave's Amplicity platform, which enables contextual data delivery, and Amobee's platform, fostering seamless ad enablement. The joint solution will enable mobile operators to offer advertisements that are more relevant to the subscribers based on subscriber data. In addition, the joint solution will employ a complete end-to-end mobile advertising solution which will include a comprehensive set of mobile media services, enabling advertisers to manage brand building and seamlessly rollout highly-targeted mobile advertising campaigns.

"Openwave is pleased with our collaboration with Amobee and what it means to the entire advertising ecosystem," said Dan Nguyen, vice president of product management, Openwave. "Operators are actively searching for ways to take part in the advertising value chain and properly leverage the contextual assets that their networks provide.  Through our collaboration with Amobee, we are hoping to arm the ecosystem with better response rates that create more measurable mobile ad campaigns."

Openwave Amplicity

Openwave Amplicity is an operator-facing platform that helps enable developers to leverage operator network assets to rapidly develop and deploy applications, and to tap data that enhances applications for developers, improve advertising results for ad networks, and creates a more personalized experience for end users.

Amobee

Underpinned by the most advanced technology in the space, Amobee's Platform was built for mobile, with operators and media agencies both in mind. Catering for all mobile ad formats across all aspects of mobility including mobile web, SMS, in application, and video, advertisers and media owners have a plug and play solution to meet their business objectives on a global scale. Amobee works with dozens of the world's leading mobile operators including Vodafone and Telefonica as well as premium publishers and developers to effectively manage their mobile advertising business.

About Openwave Systems

Openwave Systems Inc. (Nasdaq: OPWV) is a global innovator delivering software solutions that enable communication service providers and the broader ecosystem to monetize the growing demand for data services while maximizing their current and future network investments. Building on its mobile data heritage, Openwave mobilizes the Internet with context-aware solutions fueled by real-time analytics that mediate among all the different ecosystem elements, enhancing every mode of IP traffic. The result is a set of products that enable service providers to proactively optimize network resources, quickly launch smart mobile services, and deliver a contextually relevant user experience. Openwave is a global company with a blue chip customer base spanning North America, Latin America, Australia and New Zealand, Asia, Africa, Europe, and the Middle East. Openwave is headquartered in Redwood City, California. For more information please visit www.openwave.com.

About Amobee Media Systems

Headquartered in Redwood City, California, Amobee Media Systems is dedicated to advertisers, operators, developers and publishers, offering advertising in all forms of mobile communication and content. Its platform is the most globally deployed, allowing advertisers to benefit from a complete end-to-end mobile advertising solution. This includes a comprehensive set of mobile media services which enable advertisers to manage brand building and seamlessly rollout direct response and lead generation campaigns that achieve results.

The company enjoys financial backing from some of the biggest names in venture capital: Sequoia Capital, Accel Partners and Globespan Capital, as well as strategic investments from Motorola, Cisco and leading operators Vodafone and Telefonica. For more information please visit www.amobee.com.

Forward Looking Statement

This press release contains statements regarding Openwave Systems' expectations regarding the functions and benefits of Openwave Amplicity, as well as the expected availability of Openwave Amplicity.  Actual timing of release and performance of Openwave Amplicity could differ materially as a result of unanticipated factors and events, including technical difficulties or other unforeseen reasons. This press release also contains statements regarding Openwave Systems' expectations of the benefits of Openwave's joint collaboration with Amobee, as well as the expected timing of this collaboration.  Actual timing of this collaboration with Amobee could differ materially as a result of unanticipated factors and events, including technical difficulties or other unforeseen reasons. Further risks inherent in Openwave Systems' business are detailed in the section entitled "Risk Factors" in Openwave Systems' Quarterly Report on Form 10-Q for the fiscal quarter ended December 31, 2010 (filed February 8, 2011 with the Securities and Exchange Commission).

Openwave and the Openwave logo are trademarks of Openwave Systems Inc.  All other trademarks are the properties of their respective owners.

SOURCE Amobee Media Systems

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