Jinny Software, which supplies messaging and media solutions to mobile operators, says it is seeing significant interest in its Ringback Tone (RBT) Advertising offering.

RBT Advertising enables operators to offer customers additional personalisation options, whereby the ringtone a caller hears is replaced with subscriber-selected advertising messages. According to Jinny, leading operators in the Middle East and Africa region have recently, and successfully, evaluated RBT Advertising channel, which leverages Jinny’s experience of deploying mobile advertising and Ringback Tone Server (RBTS) platforms.

Jinny’s RBT Advertising solution includes a web portal to allow subscribers to opt-in; select advertising tones that calling subscribers will hear; set blacklists for subscribers who will not hear ad tones; and set start and end times and dates for the tone. It also includes bonus schemes, whereby each time an opted-in subscriber hears an ad tone, they accumulate points. Using the web portal, subscribers can view points accumulated and redeem points against gifts.

For operators and advertisers, there’s a campaign provisioning interface that enables both parties  to plan, design, price and launch RBT Advertising campaigns, plus an interface that allows operators to set the price per message.

“The RBT Advertising channel gives an extra dimension to mobile advertising,” says Jinny Software’s head of mobile advertising, Cathal O’Toole. “It offers our operators an untapped source of revenue and incentivises subscribers to adopt the service.”