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Jinny Launches Fully-Managed Mobile Marketing and Advertising Service


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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Notes to Editors
About the Jinny Advertising Service
Jinny’s fully-managed Mobile Marketing & Advertising Service provides operators with a service that delivers the technical solution to implement mobile advertising and targeted mobile marketing, as well as the commercial services and support to handle relationships with agencies and brands and comprehensive assistance on campaigns for design, management and reporting.

The service makes a variety of media and delivery mechanisms available to the advertiser on the mobile channel. Its easy-to-use campaign management interface can be used by an advertiser when and where they want to send their campaign to the right consumer, whether a simple text advertisement sent to consumers within their current mobile messaging services or multi-media advertisements targeted at a particular customer segment. The service supports both banner advertising on web browsing via WAP or HTTP and also the playing of pre-roll advertisements ahead of premium content. It supports functions for powerful mobile marketing by supporting targeted outbound campaigns on SMS or MMS with the campaign designer able to select a particular consumer target profile and send that consumer a tailored, relevant message.

The Jinny Advertising Service allows a campaign designer to set up a campaign-response mechanism that will receive short code text responses from subscribers. Once the text is received the service can perform a number of activities. The service platform can send a receipt of confirmation, a multi-media advertisement, or a coupon for a product. Most powerfully, the profile database captures the response
for future use. For every mobile advertising type, there is a response mechanism and a tracking method which the Jinny Advertising Service can employ. By capturing incoming messages, the service supports complete dialogues with the consumers. These inbound messages might be in response to any of the forms of mobile marketing and advertising facilitated by the service, or they might be in response to an external stimulus such as a television advert or a product promotion.

Jinny’s dedicated report design team continuously expands the depth and power of the reporting produced by the Jinny Advertising Service. Every user of the service has access to pre-built reports that meet their particular needs, whether they are advertising agencies, brands, or operators. The Report Design team can add to this reporting functionality at any time.

For further editorial details on the new Jinny Advertising Service visit:

About Jinny Software -
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

For media and analyst relations enquiries please contact:
Tim Guest
Global Media & Analyst Relations
Tel: +44 7956 257069


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