Openwave debuts contextual mobile merchandising

Software applications and infrastructure developer Openwave Systems announced the launch of Openwave Contextual Merchandising, an end-to-end content recommendation and targeted advertising solution that promises to accelerate subscriber adoption and generate off-deck advertising revenue via targeted promotion of portal content and third-party advertising. According to Openwave, the solution delivers personalized content and advertising based on user context and profile, offsetting service costs by means of incremental third-party advertising opportunities that enable operators to promote and merchandise complementary content and services according to subscriber preferences and usage patterns.

"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 Openwave senior vice president of product management John Boden in a prepared statement. "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.'"

For more on Openwave Contextual Merchandising:
- read this release

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