Industry Leaders Join Forces to Deliver an Insight Engine, Combining Offline and Mobile-based Demographic and Analytics Information

CTIA WIRELESS 2010, LAS VEGAS, Nevada – March 23, 2010 - Openwave Systems Inc. (Nasdaq: OPWV), a global software innovator delivering context-aware mediation and messaging solutions, today announced a joint collaboration with the Nielsen Company, a global information and media company, to develop an insight engine, a combined demographics and analytics-based solution that features deeply refined reporting and the ability to compare a wide variety of demographics segments. The intended purpose for the insight engine is to help mobile operators more effectively analyze rich profiles and data segments by using insights such as time-spent and click-through-rates for more accurate content recommendations.

The combined solution, which includes Openwave® Analytics platform with Nielsen PRIZM® consumer segmentation system to create the insight engine, is expected to optimize the user experience to ultimately provide a more compelling offering for mobile operators and others within the ecosystem.

“The long standing belief within the advertising industry is that one half of the budget is generating results, but nobody knows which half,” said John Giere, senior vice president, products and marketing, Openwave. “We hope to arm the industry with actionable solutions which provide better response rates and more measurable mobile campaigns. Our Analytics offering is a comprehensive solution that seeks to address marketers’ needs by monitoring data network traffic, usage behavior, and emerging trends. We believe our collaboration with Nielsen will help improve the mobile operator’s understanding of their network usage and facilitate new revenue opportunities for ecosystem players.”

“Mobile service providers are looking for better ways to help advertisers understand total mobile user behavior.” said Mark Nelson, senior vice president of the Nielsen Claritas Corporate Partner Program. “By combining carrier-related mobile analytics with Nielsen’s PRIZM and ConneXions segmentation, carriers can analyze and measure mobile behaviors in terms that advertisers understand. We believe this integrated approach will help drive adoption of mobile as a viable advertising platform.”