Mobile Unified Communications Featured Article

Openwave Systems Inc., a global software innovator that delivers context-aware mediation and messaging solutions,  recently announced a collaboration arrangement with Amobee Media Systems, the world's largest mobile advertising platform, in which the parties intend to develop an end-to-end advertising ecosystem solution for interested mobile operators. Both Openwave and Amobee (News - Alert) plan to combine Openwave's Amplicity platform and Amobee's carrier-grade mobile advertising platform to create this solution.

In a release, Mark Strecker, COO of Amobee said that, "Mobile operators are looking for better ways to help advertisers understand total mobile user behavior in order to deliver relevant ads to subscribers. We believe that by integrating our mobile ad platform with Openwave's (News - Alert) Amplicity platform we can enhance our mobile ad platform and better enable mobile advertisers to effectively deliver advertisements based on a deeper understanding of usage behavior that can ultimately drive the adoption of mobile advertising."

The combination of Openwave's Amplicity platform which enables contextual data delivery, and Amobee's platform, will provide a huge benefit for mobile advertisers as it will foster a seamless ad enablement. The joint solution will now give mobile operators the option to offer advertisements that are more relevant to the subscribers based on subscriber data. Apart from this the joint solution will employ a complete end-to-end mobile advertising solution which will provide a comprehensive set of mobile media services, helping advertisers to manage brand building and seamlessly rollout highly-targeted mobile advertising campaigns.

In a release, Dan Nguyen, vice president of product management at Openwave said that, "Openwave is pleased with our collaboration with Amobee and what it means to the entire advertising ecosystem. Operators are actively searching for ways to take part in the advertising value chain and properly leverage the contextual assets that their networks provide. Through our collaboration with Amobee, we are hoping to arm the ecosystem with better response rates that create more measurable mobile ad campaigns."