Zain selects Mobinex's Smartface Platform to empower mobile data services

Zain will implement Smartface Platform, the market leading ODP publishing solution, to its local operators in Middle East and Africa. Zain is present in 7 Middle Eastern and 15 sub-Saharan African countries, and the solution is planned to be rolled out in H1 2008 in Kuwait, Bahrain, Jordan and Saudi Arabia.

Mobinex's Smartface Platform will enable Zain to raise its value added services to a higher level while providing a greater brand exposure across regions. Smartface powered On-Device Portals will offer easier access to operator services and premium content by providing subscribers an interactive interface on the mobile device. Zain targets to reduce complexity for accessing services for encouraging more frequent service usage.

Smartface Powered ODP solution will be a user-friendly interface for subscribers and it will combine operator services, phone functionalities, mobile Internet, rich-media and content downloads into an intuitive user experience. The operator branded ODP will be available in both Arabic and English to maximize market reach.

"We already know that, each new handset feature or mobile service makes subscribers' life even more complex. What we are offering now is simplifying how subscribers find and consume operator services. Zain branded ODPs provide a single entry to "services world" across our Zain network in different countries." said Rafat Nawawi, Group Marketing Director at Zain.

"In subscribers' perception, handset features and operator services are separated from each other. This is because a subscriber should send an SMS to access a location based service, instead of simply clicking one of their contacts in the phone menu. Smartface powered ODPs provides a more connected mobile experience to power Zain's mobile service offerings." declared Murat Bahar, VP of Marketing at Mobinex.

Smartface Platform enables mobile users to access rich-media services from a wide range of mobile devices. 'One click' access through an intuitive mobile user interface reduces complexity, encourages more frequent service usage and boosts service revenues.