(SYS-CON Media) - Openwave Systems announced Openwave MediaCast, a second-generation content delivery and merchandising system for mobile operators that is designed to enable easy access to and discovery of highly personalized content.

"With new market entrants vying for mobile data revenues, operators must carefully consider an on-device portal strategy that will allow them to retain ownership of their subscriber relationships and optimize their share of revenues for data services," said Matt Lewis, research director, ARCchart. "As an established handset to network service provider, Openwave is well positioned for its introduction of a next generation content and merchandising delivery system designed for global operators."

Openwave MediaCast is a second generation, end-to-end solution that leverages a cell phone's idle screen to deliver a simplified, easily accessible user experience that minimizes the number of clicks required to access a service or purchase premium content. By delivering personalized content ahead of a user's explicit request, Openwave MediaCast makes mobility intuitive for consumers. It is designed to dramatically improve both the immediacy and relevancy of mobile services by providing on-device access to pre-fetched and cached content, thereby reducing a subscriber's "click and wait" time.

"With the worldwide adoption of 3G networks broadly underway, operators are looking for solutions that enable immediate, easy access to relevant content and communications services," says Peter Galvin, senior vice president of products and marketing, Openwave. "Today, most applications are buried deep within a catalog of services and hidden by a cumbersome process. At Openwave, we are working closely with operators to ensure that access and discovery are no longer barriers to service adoption with an intuitive user experience that pushes relevant content and allows users to customize their experience. Early versions of this technology have been deployed by our Musiwave service customers and have shown accelerated mobile content ARPU."

Openwave MediaCast also paves the way for future revenue sources such as mobile advertising and promotional opportunities. The solution leverages an operator's 360-degree view of its subscribers and can push increasingly targeted content and services. Openwave MediaCast is optimized for use with the Openwave Personalization and Profiling System (OPPS), which can serve as the foundation to deliver personalized applications and services to individual consumers.

Openwave MediaCast features implementations on several classes of devices, including an AJAX-based Openwave Mobile Widget solution. The Openwave Mobile Widget solution includes six optional, customizable components, which can access Internet-based services: RSS reader, search, quick launch bar, widget picker, widget manager and theme manager. Each component can be integrated with the device's idle screen and can be "pushed" or "pulled" onto devices by either the mobile operator or the consumer.

MediaCast is part of Openwave's Adaptive Mobility suite, 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 solutions is supported by Openwave's carrier-scale infrastructure and delivers the ability to transform the total mobile and wireline Internet experience.