Openwave (NASDAQ: OPWV), the leading provider of software products and services for the communications industry and JumpTap, the leading provider of mobile search and advertising, today announced a strategic relationship to help mobile operators benefit from mobile advertising opportunities.

Openwave Contextual Merchandising, powered by the Openwave Profiling and Personalization System (OPPS), announced today, will enable the delivery of targeted information from brands and agencies who want to reach mobile customers. OPPS leverages a 360-degree view of the subscriber to create a profile based on behavior across applications and networks. In combination with JumpTap’s advertisements and search related targeting information, this provides a very powerful mobile advertising capability that can deliver relevant and contextual advertisements to the end user.

Current advertising solutions are based on either application context or profile not both therefore providing only limited or transitional insight into the subscriber. Openwave and JumpTap’s collaboration will allow advertisers to target individuals based on an optimal blend of profile and context.  This level of deep personalization significantly improves upon current mobile advertising deployments and traditional advertising vehicles by allowing evermore targeted offers.

While mobile data traffic continues to grow rapidly, the increasing uptake of ulimited data plans among consumers poses new challenges in monetizing this growing data traffic. As mobile consumers increasingly travel off-net, operators are looking for ways to more effectively monetize this traffic, said Nara Rajagopalan, vice president of product management at Openwave. Openwave’s adaptive context technologies, combined with JumpTap’s broad portfolio of targeted mobile advertisers, represent an opportunity for operators to deliver unique service value and generate revenue.

Adam Soroca, vice president and general manager of Search at JumpTap comments, Our search engine generates a wealth of information about what mobile customers want. We are using this data to pick the best advertisement for a particular moment in time, and Openwave brings an unmatched level of mobile Internet inventory where we can place those ad spots.

Since its founding in 2004, JumpTap has rapidly established itself as a leader in the burgeoning mobile search and advertising market. JumpTap’s suite of products and services, which includes its recently announced Advertising Suite and Mobile Search Index, offers advertisers multiple ways to reach their customers and provides mobile operators with one of the industry’s most complete mobile search and advertising ecosystems.

Openwave Contextual Merchandising and Openwave OPPS are part of Openwave’s Adaptive Mobility portfolio which enables operators to deliver personalized, easy-to-use, and revenue-generating services for content and communications across all networks and devices.  This suite of services is provided via the three core solutions of Adaptive Communications, Adaptive Content and Adaptive Context.  Each are supported by Openwave’s carrier-scale infrastructure, and deliver the ability to transform the total mobile and wireline Internet experience.