ALBION suffered a controversial last-gasp defeat at a sun-baked Portman Road.
Ishmael Miller opened his 2008/09 account with a brilliant 40th-minute strike.
But the Baggies' goal joy lasted just three minutes after Suffolk referee Mike Thorpe harshly penalised Jonathan Greening for handball in the box. Ipswich midfielder Tommy Miller tucked the spot-kick away.
There was further controversy in the last minute when Town sub Kevin Lisbie was allowed to fire past Scott Carson despite fouling Carl Hoefkens as he dispossessed the right-back.
It was tough on an Albion side who bossed the first half and were ultimately undone by the hosts' late pressure.
The afternoon started in classic 'friendly' fashion, with the Ipswich PA announcer congratulating Tony Mowbray's men on winning promotion and wishing them every success in the Barclays Premier League. A nice touch.
The Baggies lined up in a 4-5-1 formation, with new boy Marek Cech playing in a central-midfield role but given a licence to support lone striker Ishmael Miller.
Dean Kiely started in goal, with Carson among the subs.
The Ireland international was soon called into action, positioning himself well to clutch Alan Lee's powerful ten-yard header.
But it was opposite number Richard Wright, starting a second stint with the Tractor Boys, who was the busier of the two keepers in the first half.
The ex-Everton custodian had to make a brave save at the feet of Ishmael Miller to prevent the Baggies hitman getting on the end of Chris Brunt's centre after great play by Greening.
Wright went one better in the ninth minute. Do-heon Kim robbed Ipswich new boy Gareth McAuley before racing into the box and finding Miller unmarked at the back stick. The powerhouse striker controlled and was denied a certain goal by Wright's point-blank block.
Ipswich responded with two efforts in quick succession from Pablo Counago and Danny Haynes, but both were well off target.
Albion continued to create the better chances and Ishmael Miller, under pressure from two Town defenders, shot wide from 15 yards after being slipped in by Brunt.
Miller was presented with another great chance on 25.
James Morrison played him in one-on-one with Wright who brilliantly blocked Miller's goalbound shot, although he needed McAuley's follow-up clearance to prevent the ball looping into the empty net.
Moments later, Miller raced onto Cech's ball into the inside right channel and cut inside his marker before seeing a fierce 15-yard drive diverted wide by Tommy Smith's head.
Ipswich didn't threaten again until the 33rd minute when Paul Robinson saved the Baggies' bacon with a brilliant last-ditch challenge on Lee as the Ireland striker prepared to pull the trigger from 12 yards.
Ishmael Miller had been guilty of wasting a couple of golden chances, but he broke the deadlock in the 40th minute with his most difficult opportunity.
The former Manchester City marksman collected Morrison's short pass and beat Wright all ends up with a 20-yard belter which nestled in the far top corner.
Albion were ahead for just three minutes after referee Thorpe awarded the hosts, who finished one point off the Championship play-offs last term, a controversial penalty for handball.
Skipper Greening could do nothing to get out of the way of Leon Barnett's headed clearance from five yards away - but Thorpe pointed to the spot.
The decision even baffled the home hordes, but Tommy Miller didn't look a gift horse in the mouth and sent Kiely the wrong way from 12 yards.
Albion survived one more attack in the dying stages when Lee exchanged a neat one-two with Counago before seeing his 15-yard shot deflected wide by Hoefkens.
Mowbray rang two like-for-like changes at half-time, with Kiely and Miller being replaced by Carson and Luke Moore.
Just two minutes into the second half, Albion were caught napping by a quickly-taken Alan Quinn corner into Counago's feet. The Spaniard turned and sent a delicious 15-yard curler inches wide of the far post.
The Baggies responded in the 51st minute from a Brunt free-kick which curled a yard over Wright's bar.
Like in the first-half, Albion were passing the ball with real composure and Hoefkens' quick feet gave Kim a clear path into the box.
The Korea Republic international intelligently pulled the ball back to Cech whose first-time stab from eight yards was brilliantly turned round the post by Wright.
Albion's next shooting opportunity came in the 70th minute when Sherjill MacDonald left two defenders in his wake before feeding fellow sub David Worrall, but the teenage midfielder's 20-yard effort was way off target.
Moments later, Carson was called into action for the first time when he got down low to his left to clutch Counago's 12-yard snapshot following Quinn's forceful run.
Carson had a scarier moment ten minutes from time when he failed to hold onto Dean Bowditch's awkward 25-yard shot, but he sprung forward to clutch the loose ball before another sub, Kevin Lisbie, could pounce.
Jim Magilton's men built up a head of steam during the closing stages.
Jaime Peters gave Carson an easy save with a downward header from fellow sub Dan Harding's deep cross before the England keeper was well positioned to clutch Bowditch's 25-yarder.
Carson then showed great alertness to race out of his box to clear and prevent Bowditch and sub Alex Bruce getting on the end of a throughball.
But he could do nothing in the final minute when debutant Lisbie was allowed to wriggle away from Hoefkens - despite pulling the Albion right-back - and smash home from 15 yards.
