New Optism(TM) Mobile Advertising Solution Delivers Powerful Permission-based Marketing, Bridging the gap Between Mobile Operators and Advertisers

By Alcatel-lucent, PRNE
Monday, April 12, 2010

PARIS, April 13, 2010 - Alcatel-Lucent (Euronext Paris and NYSE: ALU) today unveiled
its Optism(TM) Mobile Advertising Solution, a unique new offering that
enables mobile operators to create valuable "media inventory" (available ad
space) and provide advertisers with easy access to willing and highly
targeted audiences. Optism(TM) helps mobile operators develop new business
models and offer more personalized experiences to their subscribers. It also
helps advertisers reach wider, yet more targeted audiences through highly
responsive, permission and preference-based mobile marketing that is
aggregated across multiple mobile operators, a capability unique in the

A key feature of Optism(TM) is its media arm, which brokers
relationships between mobile operators and advertisers, greatly simplifying
the media selling process for aggregated operator inventory. Specifically,
Optism(TM) brings together a wealth of experienced advertising and mobile
marketing professionals to build commercial relationships with global brands
and agencies, bringing the ecosystem together to facilitate the sale of
aggregated media inventory across multiple mobile operators.

"The most desirable inventory involves user permissions
supplemented by explicit preferences and must offer broad scale to truly
harness mobile as a marketing channel," said David Kyffin, Global Chief ROI
and Direct Marketing Officer of Mediacom, part of the WPP group. "Clients are
increasingly asking if they can run campaigns over multiple regions and at
scale. Alcatel-Lucent's operating model and access to multiple mobile
operators is a big step towards meeting these requirements."

At the heart of the solution is a highly scalable, hosted
advertising platform that reduces barriers to entry for mobile operators and
easily and directly connects them with advertisers. Going beyond just
technical capabilities, it offers go-to-market support for operators,
combined with media sales and campaign management for advertisers. The
solution provides an innovative business model - based on revenue sharing -
that empowers operators to play a more significant role in the ecosystem than
they do today. Utilising permission and stated preferences to deliver
advertising to subscribers' mobile phones, they can be connected with their
favourite brands through relevant and engaging interactions that are tailored
to their specific interests and lifestyles, such as discount offers on
products and services.

Alcatel-Lucent is enabling mobile operators, such as Orange
Austria, to connect their subscribers with the brands that they care about,
and provide access to information and offers. "By working with
Alcatel-Lucent, we can provide value to our subscribers by ensuring that ads
are interest-based, while growing our revenue without adding complexity to
our operations," said Juergen Pillinger, Senior Business Developer
(Advertising Solutions), Orange Austria. "The Mobile Advertising Solution
allows us to deliver targeted ads that subscribers actually want to receive,
while providing a highly responsive channel for brands and media agencies."

By helping mobile operators expose a valuable asset - their
media inventory - in a safe and secure way to create new services and
additional revenue streams, the Optism(TM) Mobile Advertising Solution
supports Alcatel-Lucent's application enablement ( vision to combine the
capabilities of network operators with the speed and innovation of the web to
provide end users and enterprises with a richer and more trusted web

"Fragmentation and lack of scale have acted as a brake on
mobile advertising, deterring the advertising community and slowing overall
growth," said Eden Zoller, Principal Analyst, Ovum Consumer Practice.
"Alcatel-Lucent's aggregated approach is working to address these issues and
as such is a positive step in the right direction."

"Mobile operators have a huge role to play in the growth of
mobile advertising," said Thomas Labarthe, Vice President of Mobile
Advertising at Alcatel-Lucent. "Our solution unlocks that potential and
finally creates a compelling proposition for operators, advertisers and,
importantly, subscribers."

In keeping with its growing role in the mobile advertising and
marketing space, Alcatel-Lucent has become a premier member and active
participant in the Mobile Marketing Association (MMA), as announced on Feb.
15, 2010
at the Mobile World Congress in Barcelona, Spain.

For more information on the Alcatel-Lucent Optism(TM) Mobile
Advertising Solution click here (

For more information about Optism's(TM) media arm please click
here (

About Alcatel-Lucent's Application Enablement strategy

Application enablement is an industry vision and network
approach that combines the trusted capabilities of network operators and the
speed and innovation of the web to provide end users and enterprises what
they demand: a richer and more trusted web experience and beyond. Through a
strategic focus on application enablement, Alcatel-Lucent is helping its
customers create new value by exposing their network capabilities in a
managed and controlled way, facilitating new business models and improving
return on investment. For more information, go to

About Alcatel-Lucent

Alcatel-Lucent (Euronext Paris and NYSE: ALU) is the trusted
transformation partner of service providers, enterprises, strategic
industries such as defense, energy, healthcare, transportation, and
governments worldwide, providing solutions to deliver voice, data and video
communication services to end-users. A leader in fixed, mobile and converged
broadband networking, IP technologies, applications and services,
Alcatel-Lucent leverages the unrivalled technical and scientific expertise of
Bell Labs, one of the largest innovation powerhouses in the communications
industry. With operations in more than 130 countries and the most experienced
global services organization in the industry, Alcatel-Lucent is a local
partner with a global reach. Alcatel-Lucent achieved revenues of Euro 15.2
in 2009 and is incorporated in France, with executive offices located
in Paris. For more information, visit Alcatel-Lucent on the Internet:

Alcatel-Lucent Press Contacts: Peter Benedict, Tel: +33(0)1-40-76-50-84, peter.benedict at; Leonard Pesheck, Tel: +1-630-713-6437, pesheck at; Alcatel-Lucent Investor Relations: Frank Maccary, Tel: +33-(0)1-40-76-12-11, frank.maccary at; Tom Bevilacqua, Tel: +1-908-582-7998,
bevilacqua at; Tony Lucido, Tel: +1-908-582-5722, alucido at; Don Sweeney, Tel: +1-908-582-6153, dsweeney at

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