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  Openwave® Mobile Advertising Solution
  
 
  The Openwave Mobile Advertising Solution (MAS) leverages operators' unique subscriber and network assets to help capture revenue through targeted advertising and an improved user experience.

  

 

The mobile advertising market is expected to be much larger than today's online ad market. Operators are positioned to take advantage of this opportunity by leveraging assets that are unique to them: their long term billing relationship with subscribers, direct connectivity to subscribers via mobile devices, a complete subscriber profile (device capabilities, behavioral context and physical location), and the ability to offer both voice- and data-related services.

Despite the potential, operators face competitive pressure from the non-traditional players, a growing number off-deck choices available to consumers, not to mention the risks and costs associated with a nascent advertising market.

The Openwave Solution
 
The Openwave Mobile Advertising Solution is a modular, end-to-end advertising solution that allows operators to quickly participate in the advertising marketplace by taking advantage their unique relationship with their subscriber base. Key elements of Openwave's version 1.0 solution that are available for implementation today include:
  • Context Detection Engine allows operators to monetize contextually relevant ads or offers that are inserted into on- and off-deck browsing sessions. The more relevant the ad, the less likely it is perceived as spam, resulting in higher click-through rates and an improved user experience.

  • Behavioral Targeting uses the rich behavioral and demographic subscriber data to define user segments for targeting. Targeting the right segments at the right time with the right ad results in higher ROI for advertisers and their campaigns. 

  • Ad Broker allows operators to source advertisements and content from multiple advertising networks, including their own. Operators can grow revenue by increasing ad fill rates of available inventory on demand. Ad Broker also allows operators to reduce dependency on any single ad network. 
Operator Benefits
 
Subscriber knowledge and unparalleled access makes the operator's reach (their ad space) even more desirable and valuable (cost per action) in a market trying to target subscribers with greater precision. With MAS, operators remain in control of the value chain, add value to the user experience, and as a result, capture a significant portion of the revenue potential.

The solution's modularity and hosted offering allows operators to quickly participate in and capture advertising revenues by delivering meaningful and relevant offers to consumers and reducing churn without compromising their relationship with subscribers.

Subscriber Benefits
 
Openwave's vision includes advertisements and promotions so relevant that they improve the user experience inside the operator's walled garden and outside. Users are delighted by recommendations that interest them, especially when these recommendations are delivered securely with subscribers in full control of their privacy.

Advertiser Benefits
 
Advertisers can significantly increase their advertising ROI by improving the precision with which they target the users most likely to respond. MAS lets advertisers achieve unparalleled precision on multiple dimensions (demographic, location, behavioral), across multiple channels; they need only be concerned with who they want to target rather than how to reach them.

  




 
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 Openwave Mobile Advertising Solution Datasheet 
Openwave Announces New Software as a Service Delivery Model for Carriers to Rapidly Deploy Messaging and Mobile Internet Services
 
Press Release - 09/23/2008 
Openwave Announces Industry-First Advertising Broker
 
Press Release - 04/02/2008 
 
 
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