New Capabilities Allow Content Providers to Monetize Mobile Goods and Services With Simplified Ad Network Selection SEATTLE, Oct. 7 /PRNewswire/ -- OpenMarket Inc., the largest and most reliable mobile transaction hub in the United States, today announced the pilot launch of the OpenMarket SMS Advertising service, a new capability that enables content providers to tap into advertising networks and monetize the content that they deliver to consumers. The announcement was made and the service was demonstrated today at OpenMarket's booth (#101) at CTIA Wireless I.T. & Entertainment 2009 in San Diego. The OpenMarket SMS Advertising service allows text content providers, including those that offer weather, jokes, horoscopes or sports alerts, to insert targeted ads into web and text-based messages that are directly relayed to the end user. The user can respond to an ad by clicking on a Web URL (Click to Web) or by clicking a phone number to call (Click to Call). According to Jupiter Research, the market size for SMS Advertising in the U.S. is expected to grow from $718M in 2009 to $2.2B in 2010. "We're focused on helping our customers leverage our extensive list of ad networks in the mobile channel to optimize growth and profitability," said Jay Emmet, General Manager, OpenMarket Inc. "SMS campaigns provide a great way for advertisers to closely target their product messaging and for content providers to generate additional value from their product offer. OpenMarket provides the best match for acquiring the most value from the ecosystem." The OpenMarket SMS Advertising service offers content providers an array of ad networks via the OpenMarket hub, giving them the best rates across several ad networks. In addition, the OpenMarket service saves the content provider the burden of navigating through operator restrictions and industry guidelines surrounding ads. For more information, please visit http://www.openmarket.com/. About OpenMarket OpenMarket is the largest and most reliable mobile transaction hub in the United States. We provide a comprehensive set of messaging, payment and emerging services to meet mobile business needs. From the largest consumer brands to the smallest new ventures, OpenMarket empowers businesses to expand their marketing initiatives and strengthen customer relationships by leveraging the off-portal mobile channel. OpenMarket provides the most direct mobile operator connections in the U.S. market today. OpenMarket is a business unit of Amdocs. For more information, please visit http://www.openmarket.com/. About Amdocs Amdocs is the market leader in customer experience systems innovation, enabling world-leading service providers to deliver an integrated, innovative and intentional customer experience(TM) at every point of service. Amdocs provides solutions that deliver customer experience excellence, combining the software, services and expertise to help its customers execute their strategies and achieve service, operational and financial excellence. A global company with revenue of $3.16 billion in fiscal 2008, Amdocs has approximately 17,000 employees and serves customers in more than 50 countries around the world. For more information, visit Amdocs at http://www.amdocs.com/. Amdocs Forward-Looking Statement This press release includes information that constitutes forward-looking statements made pursuant to the safe harbor provision of the Private Securities Litigation Reform Act of 1995, including statements about Amdocs' growth and business results in future quarters. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be obtained or that any deviations will not be material. Such statements involve risks and uncertainties that may cause future results to differ from those anticipated. These risks include, but are not limited to, the effects of general economic conditions, Amdocs' ability to grow in the business segments it serves, adverse effects of market competition, rapid technological shifts that may render the Company's products and services obsolete, potential loss of a major customer, our ability to develop long-term relationships with our customers, and risks associated with operating businesses in the international market. Amdocs may elect to update these forward-looking statements at some point in the future, however the Company specifically disclaims any obligation to do so. These and other risks are discussed at greater length in the Company's filings with the Securities and Exchange Commission, including in our Annual Report on Form 20-F for the fiscal year ended September 30, 2008, filed on December 8, 2008, and in our quarterly 6-K furnished on February 9, May 12, and August 10, 2009. DATASOURCE: OpenMarket Inc. CONTACT: Scott Baldwin of Weber Shandwick for OpenMarket, +1-212-445-8107, Web Site: http://www.openmarket.com/

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