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   REDWOOD CITY, Calif.--(Business Wire)--Openwave Mobility, a software innovator enabling operators to manage andmonetize growth in mobile video and web traffic, has predicted what trends itexpects for 2013. The "New Consumer Economy" infiltrates mobileJohn Giere, President & CEO, Openwave Mobility: "We live in a world whereconsumers can buy just one song from an album, rent a car or a meeting room bythe hour and purchase a single TV episode. It is a changed world, where peopleroutinely buy or rent products and services at a very granular level - and theyare becoming used to the idea. Because consumers have more options available insmaller slices, they can find services and products which are much more focusedon their individual needs. Yet that choice and granularity has not reachedmobile data provision so far. "In 2013, I believe we will start to see some of this thinking infiltrating themobile world with more examples of application-centric, fine-grained data plans."Buckets" of data have always been tricky, but people will understand data plansthat give you 50 hours of Internet browsing, ten hours of video streaming orunlimited social media. It takes a brave mobile operator to move away from theherd and package their mobile data provision differently, but those that do canride the wave of this `New Consumer Economy`." "Policy Engagement" comes to the forefrontIndranil Chatterjee, VP Product Management & Marketing, Openwave Mobility: "In2013, as `policy management` edges closer to becoming ubiquitous in developedmarkets, `policy engagement` will come to the forefront. Up until now operatorshave been focused on simple policy enforcement of data traffic such as blocking,throttling etc. Policy engagement, on the other hand, focuses on richer and moremeaningful interactions with users that are consuming data. Users will receiveprice plan offers and promotions based on how and when they interact withcontent and network services. The network will start to act more like a guide,delivering a `curated` experience to users, via real time, multi modalinteractions that lend to easy adoption of new and contextually relevantservices. In summary, the goal of policy engagement is to make these offers easyto understand, easy to adopt and easy to manage for users leading to greatermonetization of data services for operators." Mobile data pricing starts to diversifyMichael Rodgers, Senior Strategist, Openwave Mobility: "Openwave Mobilitybelieves that mobile data pricing will diversify in 2013, which will make themarket more complicated and more interesting. One of the reasons for this willbe the increase in 4G adoption. Although many will keep with similar pricingstrategies used for 3G, for fear of alienating subscribers there will beoperators globally who adopt more innovative ways of pricing their 4G data. "This has already been demonstrated in the US, where one regional operator hasreported success with a lower-cost `no frills` application-based data plan witha time-limited video streaming allowance. This has allowed the operator toupsell video passes on a daily, weekly or monthly basis, resulting in extrarevenue from users who want to upgrade while reducing network traffic from thosewho are not interested in video enough to pay for it. This is all against thebackdrop of regulators globally keeping an increasingly close eye on mobile datapricing and plans, meaning that left-field decisions in some regions could forcepricing innovation even if it is not currently planned." Emerging markets will spur collaboration between mobile operators and OTTStephane Honore, Chief Technologist, Openwave Mobility: "Monetizationopportunities of over-the-top content have appeared at the top of analysts`predictions for some time now; nevertheless, there have been very few real andconclusive success stories so far. One of the reasons is that the co-opetitionstatus-quo between the major Internet players and tier 1 operators is still moreinclined towards service competition which doesn`t incentivize them to jointlyinnovate in saturated markets with high penetration of mobile data and Internetservices. In developing countries, however, both sets of players are looking forways to attract users and gain quicker service adoption as the business growthwill primarily come from mobile. Cooperation initiatives will benefit both ofthem under these conditions. Facebook has been an early adopter by pushing0.facebook.com back in 2010; Google has just recently joined the bandwagon withtheir Free Zone offering and I expect more announcements of this type to surfacein 2013." A few operators start to become true Over the Top playersChris Goswami, Director Marketing & Communications, Openwave Mobility: "At theend of 2012 we see three straight years of revenue decline for operators inEurope, with at least one major group (KPN) having issued profit warningsdirectly citing OTT (WhatsApp) as the cause. At the same time we see Googleapparently setting up their own network. So it`s not just a question of OTTplayers eating the operators` lunch, they are now coming to dismantle thekitchen! Groups of operators launching OTT initiatives together like JOYN or WACjust don`t work. Within these complex organisations the web-DNA simply isn`tthere. "A few operators are taking a different approach. Telef?nica Digital is anindependent unit of Telef?nica headquartered in London and is becoming theposter child for a new way of working. Recruiting staff with software and webDNA, maintaining their own "fast-fail" product development unit, and nowresponsible for all the new OTT services and start-ups acquired by Telef?nicaincluding Jajah, Tuenti and GiffGaff, are busy launching their own set of OTTservices. This includes, for example, "ToMe", an OTT messaging and picturesharing app. Their clear advantage is that they can utilise the massivesubscriber base of Telef?nica to distribute these new services, create those newbusiness models and also reduce churn. They have even signed up to a revenuetarget of 5Billion by 2015. I believe this new way of working will spread anddevelop until these units become separate companies with their own P&L and VCinput beginning in 2013." About Openwave MobilityOpenwave Mobility empowers mobile operators to manage and monetize the growth inmobile video and web traffic. By analyzing the data network and individualsubscriber habits, it reduces congestion exactly where it appears while creatingnew revenues through personalized data plans. The company operates within thepolicy control and charging space, with solutions including Mobile VideoOptimization, Mobile Data Charging, Subscriber Data Management and MobileAnalytics. Openwave Mobility delivers over 40 billion transactions daily and over half abillion subscribers worldwide use data services powered by its solutions. Thecompany`s global customer base consists of over 40 of the largest communicationservice providers including AT&T, Du, KDDI, T-Mobile, Telefonica, Telstra,Virgin Mobile & Vodafone. Openwave Mobility is owned by Marlin Equity Partners,a leading investment firm with over a billion dollars of capital undermanagement that has publicly committed to building the company through expandedinvestment in R&D. The company has built a robust portfolio of IntellectualProperty, which is growing month by month. Openwave Mobility and the Openwave Mobility logo are trademarks of OpenwaveMobility Inc. All other trademarks are the properties of their respectiveowners.  Openwave Mobility Inc.Paula Holland, +1-650-480-5640Public RelationsPaula.Holland@owmobility.comorFor EMEA Inquiries:Openwave MobilityMartin Smith, +44 20 7851 4850Sonus PRMartin.Smith@sonuspr.comCopyright Business Wire 2012