Dublin, 24 April 2007 – Leading global supplier of messaging and media processing platforms to mobile network operators, Jinny Software, today launches the latest version of its Filtering Engine, which enables operators and their customers to control messaging and media content by automatically screening, analysing and, if necessary, blocking content.

For the operator, the benefits of implementing the Filtering Engine are that it protects subscribers from malware, malicious messaging and unwanted content, shielding the youth segment and other less sophisticated users from unsolicited messaging or expensive and fraudulent offers. The solution also prevents messaging traffic spikes that can degrade network performance.

One key differentiator from other products on the market, and an industry first, is the Filtering Engine’s ability to enable sponsored content by attaching advertisements to SMS, MMS, WAP and Media traffic. This service can be offered to advertisers and sponsors as an ideal channel across which to communicate targeted messages to their chosen markets. Operators can select advertisements to be appended to a message, based on several criteria, including sender selection, message content based on keywords, or the user profiles of the sender or receiver. The operator can elect to have all or a subset of these targeted messages sponsored, depending on the requirements of the advertiser/sponsor.

The engine filters all types of messages as well as WAP downloads, which allows an operator to ensure that its network handles only desirable revenue-generating traffic.

Jinny’s Filtering Engine analyses domestic and international messaging and media content of all kinds, including WAP downloads, so undesirable text and multi-media content like pictures and ring tones from both on and off-network sources can be blocked. This ensures that a network handles only desirable revenue-generating traffic. The Filtering Engine provides protection in the following ways:

• Network Control enables service providers to protect subscribers from malware, malicious messaging and unwanted content;
• Parental and Corporate Control empowers parents and responsible employers to protect loved ones and harassed employees from unsolicited messaging;
• Subscriber Control enables individuals to define what type of messaging traffic can be delivered to their handsets;
• Lawful Intercept enables operators to log messaging traffic for a defined period, to intercept specific messages and prevent them from reaching the intended subscribers, which is a legal requirement in some countries.

The customisable, rules-based engine of the Filtering Engine can offer censorship and protection, anti-spam, anti-virus, traffic analysis and monitoring. Virus filtering operates across Smartphone and Symbian operating systems, with viruses detected and blocked using a sophisticated virus-detection engine.

There are two main technological elements to the Filtering Engine:

• the Policy Definition Point
• the Policy Enforcement Point.

The Policy Definition Point is located physically in the Filtering Control Unit (FCU), which analyses messages and content using the rules-based engine. The FCU supports a rich set of message or content properties, customisable policy definition criteria and actions.

From a protection point of view, for each message or media content it processes, the FCU instructs the Policy Enforcement Point whether the traffic should be filtered, blocked or passed and whether a corresponding response should be sent back to the originator. From an advertising point of view, the FCU analyses the messages and, based on origination, destination, content, time and volume, takes appropriate action.

The Policy Enforcement Points are physically located in Signaling Interface Units (SIUs) and, where necessary, HTTP and SMTP proxies. The SIUs host the appropriate SS7 stack and the home and foreign network interfaces to process all SMS traffic. The HTTP and SMTP proxies (for MM1, MM3/MM4, MM7 interfaces) process all MMS, WAP and Web traffic.

Max Wilkie, CEO of Jinny Software, commented, “The addition of content filtering for all text and multimedia content, combined with our unique advertising and sponsorship ability, means that our solution meets the most comprehensive, anti-spam/anti-virus needs of any mobile network operator. Not only is it a tool in the fight against mobile spam and viruses, it will add a brand new revenue stream on which operators have previously been unable to capitalise.”

For Media enquiries, please contact:

Eithne Hynes,
Marketing Communications Manager,
Tel: +353 1 887 2626
Fax: +353 1 887 2692
Email: info@jinny.ie

For commercial and business enquiries, please contact:

• Americas: Fintan Supple, Regional Sales Manager Americas, +353 1 887 2626
• Asia Pacific: John Owen, Sales Manager, +971 4 39 11 610 or Julian Vincent, Sales Manager, +603 79583013
• Europe: Robert Fleming Regional Sales Manager Europe, +353 1 887 2626
• Middle East & Africa: Aniket Deuskar, Sales Manager, +971 4 39 11 610