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  OPENWAVE COLLABORATES WITH ADKNOWLEDGE TO DELIVER TARGETED, EMAIL-BASED ADVERTISEMENTS TO BROADBAND USERS
  

  Highly Targeted Ad Insertion Opens New Doors for Broadband Operators to Monetize Email Traffic
 
LAS VEGAS, Nevada, CTIA Wireless - April 2, 2008 -- Openwave Systems Inc. (Nasdaq: OPWV), one of the world's leading software innovators enabling revenue-generating personalized services to converge the mobile and broadband experience, today announced its collaboration with Adknowledge, a multi-channel ad network specializing in behavioral targeting. Openwave will utilize Adknowledge's Taglines product, which monetizes user-generated communications by inserting behaviorally targeted ads at the bottom of subscriber emails. Additionally the Openwave® Contextual Advertising Solution, which features Ad Broker and Openwave® Email Mx, will give operators the ability to deploy and manage new messaging services to meet the evolving messaging demands of today's subscribers.

"As the Internet advertising market continues to rapidly expand, operators are actively searching for ways to take part in the value that their networks provide, while ensuring a positive user experience for their subscribers," said Shawn Scheuer, director of business development, Openwave. "Openwave's deep messaging experience and subscriber profiling capabilities, combined with Adknowledge's expansive advertising network and proven ability to monetize consumer email traffic, represents an opportunity for operators to deliver unique service value and generate revenue."

"Adknowledge's collaboration with Openwave bolsters the effectiveness of our Tagline product by allowing advertisers to reach consumers in a targeted, effective and non-intrusive manner"," said Jasper Mullarney, business development executive, Adknowledge. "Combining our advertiser base and behavioral targeting technology with Openwave's email solutions will greatly expand the reach of our network across user-generated communications."

Openwave Ad Broker
Openwave Ad Broker is a key feature in Openwave's Contextual Advertising Solution, a service designed for mobile and broadband operators to leverage the enormous subscriber knowledge available within their networks to deliver superior targeting. The flexible Ad Broker campaign management interface can be configured to target the operator's subscriber base across behavioral, demographic and contextual dimensions. Operators can segment subscribers based on historical behavior, demographics and/or their real time context, including location. The operator can then create campaigns to expose relevant offers and ads to specific segments.

The Ad Broker campaign management interface is fully integrated with the Contextual Advertising Solution, thus making subscriber segmentation, campaign creation and management one seamless workflow. The Ad Broker's sophisticated source-selection process gives the operator the ability to place the most relevant ads and offers in front of their subscribers. Ads may be acquired from a broad and extensive set of sources such as major online retailers, CPM/CPC-based advertising networks, local yellow pages, and the operator's own premium content catalog. Ads may be selected from various sources in order of priority, as defined by operator. The source adapter interface can also support the growing number of advertising networks arriving in the market today.

About Adknowledge
 
Adknowledge is a single destination for advertisers looking for quality clicks beyond Google® and Yahoo®. Adknowledge operates BidSystem.com, a multi-channel behavioral targeting ad network in which advertisers bid for traffic in display, email, social media and smaller search engines. Over 50,000 advertisers have used the Adknowledge BidSystem. Additionally, publishers can display advertisements by integrating the AdStation™ product line of solutions with their website, email list, or search engine. For more information about Adknowledge, please visit www.adknowledge.com.

About Openwave
Openwave Systems Inc. (Nasdaq: OPWV) is one of the world's leading innovators of software applications and infrastructure designed to enable revenue-generating, personalized services, including merchandising and advertising, which converge the mobile and broadband experience across all of a user's devices.

As the communications industry intersects with the Internet, Openwave software enables service providers to converge services, increasing the value of their networks by accelerating time to market and reducing the cost and complexity associated with new service deployment. Openwave's unique product portfolio provides a complete range of service management, messaging, location and client technologies. Openwave is a global company headquartered in Redwood City, California. For more information please visit www.openwave.com.

Cautionary Note Regarding Forward Looking Statements
 
This press release contains forward-looking statements within the meaning of Section 21E of the Securities Exchange Act of 1943 and Section 27A of the Securities Act of 1933, including, but not limited to, material contained in quotations, increased demand for some of the Company's products and expectations, plans or prospects for Openwave Systems Inc. that are based upon the current expectations and beliefs of Openwave's management. These forward-looking statements are subject to many risks and uncertainties that could cause actual results to differ materially from those projected. Notwithstanding changes that may occur with respect to matters relating to any forward looking statements, Openwave assumes no obligation to update the forward-looking statements included in this press release.

In particular, the following factors, among others, could cause actual results to differ materially from those projected: (a) the ability of Openwave's products, including Openwave Contextual Merchandising, to deliver expected benefits; (b) the ability to develop and commercialize new products; (c) industry and customer adoption and acceptance of new products; (d) risks associated with the development and licensing of software generally, including potential delays in software development and technical difficulties that may be encountered in the development or use of our software; and (e) increased global competition and pricing pressure on our products.

For a detailed discussion of these and other cautionary statements, please refer to the risk factors discussed in filings with the U.S. Securities and Exchange Commission ("SEC"), including but not limited to the Company's Annual Report on Form 10-K for the fiscal year ended June 30, 2007 its Quarterly Reports on Form 10-Q for the periods ended September 30, 2007 and December 31, 2007, and any subsequently filed reports. All documents also are available through the SEC's Electronic Data Gathering Analysis and Retrieval system (EDGAR) at www.sec.gov or from Openwave's website at www.openwave.com.

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

For further information:
 
Contact Openwave Worldwide Public Relations

  



 
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