MACAU, 13th November 2007 – Across Asia, the overall success and uptake of existing and new messaging services depends on effective marketing and technological upgrades by operators. To deliver a full range of advanced messaging and VAS services then the operator must ensure that the marketing of the propositions is focused on the customer’s needs and that the systems delivering the services are kept up to date with the latest releases and features.

These are just some of the views from leading suppliers of personalised messaging and media processing platforms to mobile network operators.  Jinny Software, is a company with a wealth of experience in the Asian mobile marketplace and at the Macau GSMA Mobile Asia Congress event, their new Advertising Engine will be highlighted.

The Jinny Advertising Engine sends marketing messages to customers based on, age, or interest profiles developed from usage data, e.g. sports, news, stock market downloads. The system can ‘learn’ over time that a particular subscriber is associated with a particular service type. This marketing service can be offered by operators to advertisers and sponsors as an ideal channel for communicating targeted messages to their chosen markets, and is available over both SMS and MMS.

For operators, mobile advertising is a growth area that is expected to follow the impressive growth of the on-line advertising business. Advertisers are keen to take advantage of the mobile medium as it offers the possibility of directing an advertisement to a subscriber at the right time and in the right place.  This presents an excellent revenue growth opportunity for mobile operators.

Declan O’Mahony, Chief Commercial Officer at Jinny Software, said, “In supporting operators across the region in their steps to deliver more innovative services, it is essential for vendors like Jinny to be able to offer longevity and full interoperability with legacy platforms in any VAS or messaging solution we provide.

“In the case of advertising solutions, we believe strongly that these should be network-based, allowing mobile operators to control the provision of content and maintain quality of service” O’Mahony concluded.