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Amdocs Launches New Search and Digital Advertising Offering to Help Service Providers Gain a Leading Role in Mobile Advertising

Thursday 17. January 2008 - Comprehensive solution utilizes service providers' network and data assets to deliver highly targeted ads that provide new growth engines and maximum return for all partners

Amdocs (NYSE:DOX), the leading provider of customer experience systems, today launched its Search and Digital Advertising solution. The new solution aligns Amdocs’ strengths and competencies in mobile communications to help service providers and their partners fully monetize new revenue streams derived from search and digital advertising. Amdocs Search and Digital Advertising solution effectively leverages operators’ valuable assets, including subscriber data and network infrastructure, to provide customers with more targeted and personalized advertising.

In related news, today Amdocs announced the launch of the Amdocs CES (customer experience systems) portfolio — the industry’s most comprehensive suite of customer experience systems designed to help service providers transition from suppliers of voice, data, and video services to delivering a digital lifestyle to consumers and comprehensive solutions to businesses. The new Search and Digital Advertising solution is a key part of the Amdocs CES portfolio. Please see news release (www.amdocs.com/press/CESPortfolio/) for more details.

The Amdocs Search and Digital Advertising solution is the only offering for service providers that consolidates search and digital advertising on one platform. It effectively helps service providers provide more targeted and personalized advertising as well as highly accurate and relevant search results to customers. With analyst predictions for the mobile search and digital advertising market ranging from $12 billion to $20 billion in revenue by 2011, service providers have the ability and assets to take a prominent role in this value chain. And, due to the deep understanding and knowledge of their customer base, they are in a better position than most to take advantage of this opportunity.

“To capture a significant portion of revenues generated from new mobile growth areas such as advertising and commerce, service providers will need to not only successfully leverage their core assets but also collaborate with new partners. To profit from mobile advertising and search, service providers will need to insert their unique value in the mobile advertising value chain in the form of their customer and network data. When leveraged effectively, this data will enable advertisers to better target their ads at their mobile customer while at the same time provide these customers with more relevant ads that correlate to their interests,” said Sharon Ballard, senior analyst with the Yankee Group. “Amdocs Search and Digital Advertising Solution will help service providers tap into these new revenue opportunities by leveraging their core data assets as well as collaborate with new partners such as advertisers in the open mobile ecosystem.”

The Amdocs Search and Digital Advertising solution addresses the business requirements of service providers and their business partners by incorporating capabilities for campaign management, inventory management, yield management, optimization and an executive dashboard with a full set of metrics. The solution also supports advertising campaigns across multiple channels and formats including search-based advertising, display, Short Message Service (SMS) and Multimedia Messaging Service (MMS) and video.

This new offering also enables service providers to offer self-branded search capabilities. Amdocs’ search technology offsets vague and ambiguous search queries to deliver highly accurate and relevant results that improve over time as the system acquires more knowledge about subscriber behavior. The search engine is fully integrated with personalization and ad matching for ad- sponsored search-based advertising. The search is processed in real-time along with contextual (area of interest and location) and behavioral information to serve precisely target advertising relevant to the values and lifestyle of the end user.

For instance, current “opt-in” text messaging ad campaigns can only be loosely targeted and leave the customer with a sub-par experience and advertisers with sub-par results. A subscriber opting in to a music news service might be most interested in news on classic rock personalities rather than pop artists. However, current opt-in services may send all ads to such a user, regardless of the user’s true musical interests. Amdocs Search and Digital Advertising solution will enable service providers and advertisers to select which ads to send based on the customer’s past behavior and subscriber data. These targeted messages increase click-through and, potentially, related purchases, such as audio and video downloads consistent with the subscriber’s musical tastes.

Idearc, one of the leading local search companies that connects buyers and sellers with multi-platform advertising solutions in print, online and mobile media, has deployed Amdocs’ search capabilities for its Superpages online directory service. “Superpages utilizes Amdocs’ advanced search logic to better match consumer needs with businesses that offer those products and services,” said Robyn Rose, vice president of Internet marketing at Idearc. “Based on proprietary Fuzzy Matching technology, Amdocs’ search solution understands the user’s intent, even when the submitted query is loosely worded, and serves ads that are precisely targeted and relevant based on contextual and behavioral information. In this way, consumers and businesses enjoy an enhanced customer experience.”

Today’s general searches mean that a customer entering a word with multiple meanings, such as a reference to a town, a celebrity’s name or company name, receives a mixture of unrelated information. However, using searches powered by Amdocs that utilize subscriber data and behavior, customers would receive related and relevant information. Because the user has a more valuable and relevant experience, he/she is more likely to click- through and make purchases based on this targeted information.

“Amdocs’ historical record of success in digital commerce, directory and local interactive advertising, combined with our unmatched expertise in delivering solutions to the world’s leading service providers, makes us the ideal partner for digital advertising,” said Charles Born, vice president of corporate communications for Amdocs. “If, with Amdocs’ help, service providers can deliver an enhanced experience in the form of relevant and timely advertising offers, then advertisers will have the ability to single out their most targeted audiences across multiple channels.”