Combined Solution Supports Multiple Advertising Models and Allows Rich Targeting for Increased Ad Revenues

MOBILE WORLD CONGRESS, BARCELONA, Spain — 12 February 2008 — Airwide® Solutions, the leading provider of next-generation mobile messaging and mobile internet infrastructure, applications and solutions, and TietoEnator, a leading European IT services providers, today announced that the companies will provide an integrated mobile advertising solution designed to offer customers an end-to-end solution for managing the mobile advertising ecosystem, and creating and managing mobile advertising campaigns.

Both TietoEnator and Airwide have mobile advertising solutions that cover critical elements of the mobile advertising value chain. Airwide provides an ad-optimized service delivery platform encompassing multi-channel ad-insertion, personalization, usage tracking, as well as revenue management. TietoEnator complements the solution providing operators with capabilities for ad sales support, booking and targeting.

As opposed to standalone or delivery channel-specific solutions, the integrated solution minimizes OPEX and CAPEX because it can be linked with existing ad networks and ad management systems as sources of ads and ad-revenue. Furthermore, the integration with operator network capabilities allows efficient advertiser invoicing and innovative targeting of advertising campaigns based on subscriber location, device, presence and social network information. Even more importantly, the cross-channel support enables building a complete profile of the subscriber, usage history and individual preferences that allows granular segmentation and ad targeting on a subscriber level also in other channels. Such capabilities are extremely valuable from the advertiser perspective, resulting in higher advertising rates and ultimately increased ad revenue.

“When deeply personalized, consumers find advertising to be interesting, inspiring and fun. This allows operators to expose an entirely new medium to brands and advertisers. The integrated solution provided by Airwide and TietoEnator is ideal for helping operators to meet this opportunity in the marketplace by supporting multiple advertising models and interactive campaigns with a single solution,” said Kaj Hagros, Vice President of Market Development for Airwide Solutions.

“Ad space which is targeted to a selected group of customers is more valuable to advertisers. The sophisticated way in which the integrated solution targets and monitors campaigns benefits the whole value chain from advertisers to consumers. When done properly, the mobile ad management process generates data which can be utilized in new business models beyond advertising,” said Ville Virtanen, Senior Consultant, TietoEnator Telecom & Media.

The Airwide Mobile Advertising Solution is a full, yet modular, service delivery platform optimized for the advertising business model. By deploying the Airwide Mobile Advertising Solution mobile operators can generate significant new revenue streams by being in a position to attract big brands and external advertisers.

Using the multi-channel ad-insertion capabilities of the Airwide Mobile Advertising Solution, operators can create sponsored person-to-person (P2P) and application-to-person (A2P) messaging campaigns, run targeted SMS, MMS and WAP Push and browsing campaigns and distribute personalized banner advertising. Due to the open API’s of the Airwide Mobile Advertising Solution, it can easily be integrated with third-party campaign creation and advertiser management solutions that offer customers the benefits of a flexible yet comprehensive best of breed solution.

Combined with the TietoEnator Cross-Advertising Solution which covers Ad Booking and Management and enables campaign creation and advertiser customer management, the integrated offering will enable customers to make one investment in a solution that covers the entire end-to-end process of provisioning, conducting and measuring targeted ad campaigns.

The Cross-Advertising Solution from TietoEnator is a proven and effective solution for handling the cross-media – print, web, TV, mobile – selling, booking and production of advertisements, campaign layout planning, and invoicing. The solution handles information from different parts in the production process and uses it in creation and sales planning, statistics follow up, invoicing and customer ledger. The Cross-Advertising Solution’s next generation Web-based interface further supports self-care interfaces allowing the customers themselves to handle a large part of the booking and ad production process. This results in better customer service and minimizes operator involvement in day-to-day ad creation and management. More than 250 media houses and newspapers use TietoEnator’s systems for advertising management.

About TietoEnator
TietoEnator is among the leading architects in building a more efficient information society and one of the largest IT services providers in Europe. TietoEnator specializes in consulting, developing and hosting its customers’ business operations in the digital economy. The Group’s services are based on a combination of deep industry-specific expertise and the latest information technology. TietoEnator has about 16 000 experts in close to 30 countries.

About Airwide Solutions
Airwide Solutions is the leading provider of next-generation mobile messaging and wireless internet infrastructure, applications and solutions. Its products help more than 120 wireless operators worldwide drive mobile messaging usage and revenues and enables them to leverage multiple delivery channels and next-generation infrastructure in new and more powerful ways. With a history of industry firsts – including the first text message ever sent, the introduction of the first SMS router, the first A2P MMS push gateway and mobile service control which enables mobile context, personalization and profiling – the company continues to pioneer new technologies. Airwide’s open, tiered Fusion architecture offers mobile operators advanced revenue options, a practical pathway to Mobile Messaging 2.0 and a foundation to bridge mobile messaging and mobile internet.