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  OPENWAVE ANNOUNCES INDUSTRY-FIRST ADVERTISING BROKER
  

  New Offering Empowers Operators to Source Advertisements and Content from Multiple Advertising Networks, Including their Own
 
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 which converge the mobile and broadband experience, today announced the Openwave Advertising Broker, also referred to as Ad Broker, a service that allows operators to source advertisements and content from multiple advertising networks, including their own. A critical component of Openwave's Contextual Advertising Solution, Ad Broker allows operators to ramp up revenues by increasing advertising fill rates with available advertisements and offers on-demand - which, Openwave believes is a significant factor for the long-term success of mobile and broadband advertising - while allowing operators to reduce dependency on any single ad network.

"Openwave's believes that advertising must be targeted and relevant to subscribers in order for it to be successful," said John Boden, senior vice president of product management, Openwave. "Ad Broker complements other capabilities in our Contextual Advertising Solution to provide a more complete solution. We believe this will help operators deliver targeted advertising, effectively shifting the balance of power back to the operator and will enable operators to capture a greater portion of the available advertising revenue by employing an integrated channel for delivering higher ROI ads and offers to subscribers, both on and off net. Openwave's hosted and modular approach offers a credible step-by-step path to a complete solution with enhanced subscriber experience and increased revenues every step of the way."

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 network 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 subscriber profiling capabilities of 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 support the growing number of advertising networks arriving in the market today.

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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