(16 February 2009 9:00 pm)

MUMBAI: Jinny Software, a global supplier of messaging and media platforms to mobile network operators, has launched a fully-managed mobile marketing and ad service at the Mobile World Congress in Barcelona.

The primary business model for Jinny’s new 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.

The company adds that 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.

The following are 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.

For the ad 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.

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.