Openwave Touts Ad Solution

Openwave Contextual Merchandising solution designed to help operators deliver increased value to mobile Internet users

November 27, 2007

2 Min Read

REDWOOD CITY, Calif. -- Openwave Systems Inc. (Nasdaq: OPWV), one of the world’s leading software innovators enabling revenue-generating personalized services which converge the mobile and broadband experience, today announced the general availability of Openwave® Contextual Merchandising – an end-to-end content recommendation and targeted advertising solution – that can increase subscriber adoption of premium mobile content and can create off-deck advertising revenue through targeted promotion of portal content and third-party advertising.

“Mobile advertising has been successful with SMS and short codes to date, but operators have not found an insertion point to monetize the mobile Internet and add a unique value beyond access,” said John Boden, Openwave’s senior vice president of product management. “As the Internet experience on a mobile device continues to improve, operators want to ensure that they remain a key part of the value chain by providing a superior, personalized user experience. Content and advertising generated through Openwave Contextual Merchandising is designed to provide subscribers with targeted, personalized recommendations that, because of their relevance, are perceived as a valuable service rather than ‘spam.’”

The Openwave Contextual Merchandising solution enables the delivery of personalized content and advertising that is recommended to subscribers based on their user context and profile. The solution aims to offset service costs through incremental advertising opportunities, giving carriers the opportunity to subsidize the cost of premium content for subscribers, and increase service adoption.

The solution lets operators monetize mobile Internet traffic in two key ways:

  • Delivers relevant and highly targeted third-party advertising

  • Creates opportunities to promote and merchandise complementary content and services based on a subscriber's preferences and usage patterns

The Openwave Contextual Merchandising solution is available today.

“We look forward to enabling increased advertising and promotional opportunities across the Openwave product portfolio so operators can subsidize the cost of premium content and services to give their subscribers the best and most personal experience,” said Hari Haran, senior vice president of worldwide field operations, Openwave.

Openwave Systems Inc. (Nasdaq: OPWV)

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