Companies Missing Opportunities as Mobile Internet Traffic Increases

Omniture Survey Uncovers Business Missing Mobile Growth LONDON and OREM, UT--(Marketwire - September 30, 2008) - The launch of the iPhone and the take-up of unlimited mobile data tariffs has seen a marked increase in mobile Internet use. However, Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimisation software, has found many companies from retailers to content providers are not taking advantage of the opportunity presented by this increase. An industry survey conducted by Omniture in August found 71 per cent of businesses say they are not measuring mobile traffic to their sites. Furthermore, 50 per cent of businesses say they do not know how many unique users landing on their sites originate from a mobile device. This represents a missed opportunity to optimise and more effectively monetise this traffic, according to Neil Weston, general manager EMEA and senior vice president at Omniture. Recent research suggests that the population of mobile Internet users is expected to see strong growth during the next five years. "In particular, mobile browsing adoption will grow from 23 percent in 2007 to 47 percent in 2013, as portal-only activities are increasingly overtaken by Internet browsing and application use." (European Mobile Forecast, 2008 - 2013, JupiterResearch, July 30, 2008) "Customer intelligence is vital in driving revenue but companies appear to be turning their backs on opportunities to better market to mobile audiences," says Weston. "This intelligence from mobile traffic can be used to optimise website content for mobile users and fine tune mobile marketing efforts. These activities will help to keep visitors on the site longer, which can help to increase conversion rates." Mobile users' site experience may not be smooth if the company presents content to mobile users in the same way they present it to PC users. In the mobile world, online sites need to account for different screen sizes, different audio and video formats, etc. Businesses need to optimise their content specifically for mobile devices in order to create the best possible experience. If companies know which types of mobile devices are accessing their site using Omniture SiteCatalyst, they can better optimise their content specifically for those devices. Omniture recently announced the launch of SiteCatalyst 14.1, with new mobile analytics capabilities that customers can use to better optimise their mobile site and their mobile marketing. SiteCatalyst 14.1 provides improved visitor identification to help optimise content based on a more accurate profile of the mobile audience. SiteCatalyst 14.1 also allows mobile devices to be matched against an extensive library of device signatures, to uniquely identify the device type and its capabilities. Data can be measured from a variety of mobile devices, which in turn allows marketing campaigns to be developed for users of specific mobile devices, carriers, or from specific countries. Omniture SiteCatalyst reports can also be delivered in a mobile-friendly format to mobile devices. About Omniture Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University(TM). Omniture's nearly 4,700 customers include ABN Amro, AOL, Center Parcs, eBay, Thomas Cook, Vodafone Group Services Limited, Waitrose and Copyright (c) 2008 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada, and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. Other names used herein may be trademarks of their respective owners. Note on Forward-looking Statements Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the abilities and expected benefits of our services to customers and strategic partners. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including but not limited to, risks associated with our ability to ensure that our solutions address the specific requirements of our customers, the continued adoption by customers of our services, including Omniture SiteCatalyst and other services, the significant capital requirements of our business model, our ability to develop or acquire new services and enhance existing service offerings, risks associated with our acquisition strategy and disruptions in our business and operations as a result of acquisitions, the continued growth of the market for on-demand, online business optimization services, changes in the competitive dynamics of our markets, errors, interruptions or delays in our services or other performance problems with our services, our ability to hire, retain and motivate our employees, the adoption of laws or regulations, or interpretations of existing law, that could limit our ability to collect and use Internet user information, expansion of our international operations; and such other risks described in Omniture's quarterly report on Form 10-Q for the three months ended June 30, 2008, and from time to time in other reports filed by Omniture with the U.S. Securities and Exchange Commission. These reports are available on the Investor Relations section of our web site at Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations. Omniture Press Contact in the UK Sarah Douglas or Rufus Jay Tel: +44 (0) 20.7802.2626