New end-to-end service will enable rapid generation of fresh revenue streams and media campaigns for operators and advertising sector

Barcelona, 16 February, 2009 – Jinny Software (Stand 2B06 Hall 2), a leading global supplier of messaging and media platforms to mobile network operators, today launches a fully-managed Mobile Marketing & Advertising Service at the Mobile World Congress in Barcelona.

The primary business model for Jinny’s new Mobile Marketing & Advertising Service is to provide advertising from the agencies to the operator as a managed service and to share the revenue earned from advertising with the operator. This revenue-share commercial model removes the need for operators to incur the up-front CAPEX required to build and implement the solution. Jinny manages contractual relationships with the advertising agencies and brands, and will invoice these parties for the campaigns run across the platform.

The new service takes responsibility for managing almost every aspect of a mobile advertising campaign for operators and advertisers, enabling them to implement comprehensive mobile marketing and advertising strategies quickly and effectively. It offers the complete range of marketing and advertising channels expected from the mobile environment, from straightforward insertion into application-to-person messages, through to the delivery of Internet advertising and inbound/outbound campaigns.

Alexandra Rehak, Principal Analyst and specialist in the field of mobile advertising at leading research house Analysys Mason, commented, “Growing mobile advertising revenue without over-investing in non-core skill sets and services is a major challenge for mobile operators, particularly in the current economic environment. Outsourcing mobile advertising creation, integration and sales to a specialist partner can be an effective means for operators to broaden their mobile advertising portfolios while at the same time extending their reach to a wider audience of potential media buyers.”

The following are just some of the functions handled by the service:
• Commercial Functions – e.g. payment, reconciliation and settlement;
• Campaign Design and Reporting – e.g. campaign design tools and processes, and campaign execution over a range of delivery channels;
• System Integrity – e.g. campaign monitoring, database management, hardware monitoring, report management and interface monitoring;
• Network Integration – campaigns can be run over SMS, USSD, MMS, WAP or HTTP delivery channels.

A major benefit of the new service for operators is Jinny’s established advertising agency relationships globally, which ensures mobile operators will not have to take this complex responsibility on themselves, or establish a sales force to sell mobile inventory – Jinny will conduct all this through its agency partners.

For the advertising agencies, the service allows them to employ the mobile channel to initiate a dialogue with a consumer through outbound and inbound messaging. Customer responses are recorded and stored by the system to deepen the advertiser’s understanding of the consumer, making subsequent campaigns more meaningful and more likely to trigger a dialogue with the target audience.

Cathal O’Toole, Head of Mobile Advertising at Jinny Software, said, “Many of the functions in the delivery of a successful mobile marketing and advertising service to advertisers will distract operators from their core business. That’s why we’re offering the industry this comprehensive, fully-managed service to remove these pressures, with Jinny handling all of the demands of the advertising agencies and brands. So, from the time an advertiser plans to deliver a message to the time they receive campaign results, the brand and their agencies will have everything they need to deliver an effective and successful campaign. And by adopting Jinny’s Mobile Marketing and Advertising Service operators will hit the ground running in the generation of revenues from mobile advertising.”

In February last year the company announced its successful trial of its Advertising Engine – the platform at the heart of its new fully-managed service offering – to deliver high volume SMS, MMS, and WAP advertisements for Zain in Jordan. Since then, the company has supplied its Advertising Engine to the leading telecom supplier, Ericsson in the Middle East where a new implementation has taken place with another large operator. Jinny Software is in discussions with many other operators in that region, and beyond, and expects to make more announcements shortly.

Jinny’s new fully-managed Mobile Marketing and Advertising Service is available now to operators around the world. For those operators that wish to purchase and manage their own advertising service, Jinny can still supply the complete technical solution with its Advertising Engine, and train an operator’s staff in managing the commercial and technical requirements of the system themselves.

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Jinny’s Service Oriented Environment meets SDP requirements of
Zain Tanzania
Suite of integrated solutions delivers Service Delivery Platform solution

Barcelona, 16 February 2009 – Jinny Software, a leading global supplier of messaging and media platforms to mobile network operators, today announced that it has met the needs of Zain Tanzania for a Service Delivery Platform (SDP) with Jinny’s Service Oriented Environment approach to service delivery, which has provided the operator with a suite of integrated solutions in the form of Jinny’s SMSC, Message Router, VoiceSMS and Voicemail products. Together with Jinny’s Ringback Tone Server and Charging Gateway, already implemented on the network and generating high return-on-investment, these homogeneous products provide the operator with a fully integrated and effective service delivery solution.

Zain Tanzania required a comprehensive VAS strategy, including a Service Oriented Environment approach. Jinn addressed a number of key operator challenges, which focused on improving speed of service introduction and time-to-market, the ability to reduce OPEX and CAPEX and the need to offer full call completion and ARPU-generating solutions.

Jinny recommended, and implemented, an integrated solution where all components are interconnected and use a common interface to the external world. With one interface to the billing system, all VAS components can be rated and a single command can be sent to the IN system for charging. A major factor in the selection for Zain Tanzania was the product integration built into Jinny’s solutions, making it unnecessary for the operator to become involved in complex integration issues between VAS components.

“We are very satisfied with our engagement with Jinny Software”, says Name, IT Director, Zain Tanzania, “their consultative approach to our challenges and the solution strategy proposed was very welcome and their Service Oriented Environment approach meets our SDP needs perfectly. Our experience working with them has been very positive.”

George Yazbek, Strategic Marketing Manager of Jinny Software, explained, “Effective service delivery relies on assets used in the normal, everyday functioning of most mobile networks. Operator inventories already include a plethora of solutions for the delivery and execution of new subscriber services, solutions which, when used individually, provide a specific function, but when employed en masse in an integrated manner, can create their own powerful Service Delivery Environment.

“Without the need for new and complex protocols to drive even more complex Service Delivery Platform solutions, these key operator assets are the strengths which can be leveraged now, to implement effective, long-term service delivery strategies. We are delighted that Zain Tanzania has adopted our service delivery approach,” Yazbek concluded.

Jinny’s Regional Director, Aniket Deuskar, added, “Our strategic engagement with Zain Tanzania on this deal illustrates Jinny Software’s ability to be a solution provider bringing strong solutions to the table and not just powerful, stand-alone products. We look forward to strengthening our co-operation with Zain Tanzania in the future.”

About Jinny Software – www.jinny.ie
Jinny Software enables mobile network operators to drive revenue, manage costs, retain customers and shorten time-to-market through a range of messaging and media solutions and services and a fully managed mobile advertising service.

Jinny’s product suite includes highly efficient, future-proof core messaging platforms and ARPU-enhancing applications built on open and common architectures.

Our mobile advertising managed services team offers a fully-managed service to operators to implement their mobile advertising strategy. Jinny’s delivers the technical solution to implement mobile advertising, the commercial solution to handle relationships with agencies and brands, and comprehensive support on campaigns for design, management, and reporting.

Implementation, project management, support and training is provided by Jinny’s service teams located in Brazil, Ireland, Kenya, UAE, Panama and Malaysia.

Jinny Software operates from its headquarters in Dublin, Ireland, regional headquarters in Dubai, UAE, and sales offices in Sao Paulo and Kuala Lumpur. Jinny Software is a wholly owned subsidiary of the Acotel Group S.p.A, headquartered in Rome, Italy and traded on the Milan stock market (ACO.MI).

For further information please contact:
Marketing Department,
Jinny Software Ltd.,
29 North Anne Street,
Dublin 7, Ireland.
Tel: +353 1 887 2626
Email: info@jinny.ie

For media and analyst relations enquiries please contact:
Tim Guest
Global Media & Analyst Relations
Tel: +44 7956 257069
Email: timjguest@btconnect.com