This is the New CEX CFW 4.40 V1.03 Rogero for your PS3 Running on CFW. This is just a mear update and has bug fixes, PSN is enabled on this CFW.
Step 1: After Downloading the File you will need a Flash Drive of at least 1GB to use. Plug in the Flash Drive and in the Root Directory of the drive Create a folder called "PS3" and in that folder create a folder called "UPDATE" (no qoutes for both)
Step 2: Copy the Rogero 4.40 V1.03 CFW PUP to the x:/PS3/UPDATE folder and rename it PS3UPDAT.PUP (IT MUST BE THAT)
Step 3: Unplug the USB Flash Drive from the PC and go to your PS3 and plug it in and go to System Update and select from Storrage media and you will see the update, Select it and start the installation
Step 4: Wait fpor the insallation to complete allow your system to reboot and then your running 4.40 V1.03 CEX Rogero CFW. It is now safe to unplug your USB