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Dublin, Ireland, 25 February, 2008 – Etisalat, ( the Middle East’s leading telecommunications company based in the United Arab Emirates, today announced it will launch a new anti-spam service that provides its customers additional protection against the inconvenience caused by un-solicited SMS messages (SPAM) received from overseas sources.

The service is delivered by a software package called ‘PolicyFilter SMS’, from AdaptiveMobile ( that filters all Short Message Service (SMS) received by Etisalat’s network from overseas sources, which aim to target Etisalat’s 6.4 million users. The product identifies any International Incoming SMS traffic considered as SPAM that could impact Etisalat’s customers, causing inconvenience to the individual and a degradation of the quality of service delivered by the Etisalat network. The implementation in Etisalat’s network ensures its customers are proactively protected from international SMS SPAM. The solution has been customised for the Arabian market using both Arabic and English languages.

Essa AlHaddad, Chief Marketing Officer, at Etisalat said: “Etisalat is extremely vigilant towards the protection of the individual and we rely heavily on the technology delivered by companies such as AdaptiveMobile to offer our customers total peace of mind. Our subscribers do not want to receive SMS SPAM and Etisalat’s pro-active approach to security compels us to continually look at measures that can be adopted to maintain the quality of service on our network and that will support us in ensuring the well-being and satisfaction of our customers.”

AdaptiveMobile provides unified mobile customer protection across all mobile technologies, security threats and media types. This includes protection against illegal or inappropriate content, viruses and malware, unsolicited messaging and unauthorised communications. It allows mobile operators to offer parental controls to protect minors, and to extend corporate security policies through to mobile assets. It works across all mobile services (WAP, SMS, MMS, email), all forms of access (Mobile, including GPRS and 3G mobile, WiFi, WiMax) and for all media, including mobile internet, text, images, music, voice and video.

Lorcan Burke, AdaptiveMobile CEO says: “As mobile operators worldwide continue to vie for customer attention, it is key that customers can feel instantly comfortable and protected through their choice of provider. These sorts of products can give an immediate competitive advantage within such a crowded market.”

AdaptiveMobile has forged strategic partnerships with leading network infrastructure providers such as Cisco and HP, and has strong relationships with enterprise security companies such as Symantec, McAfee, Trend Micro, Sophos and Websense for anti-virus signatures, anti-spam and Internet categorisation filtering.


About AdaptiveMobile:
AdaptiveMobile ( is the leading mobile security provider of unified customer protection for enterprises and individuals. . The company offers comprehensive proactive protection from the increasingly prominent threat of mobile viruses, malware, inappropriate content, unsolicited communications and spam at a corporate and consumer level. AdaptiveMobile’s software works across all bearers, all technologies and all media.

AdaptiveMobile was founded in 2003 and boasts some of the world's largest mobile operators as customers and the leading security and telecom equipment vendors as partners. The company is headquartered in Dublin with offices in the North America, Europe, South Africa, Middle East and Asia Pacific.

About Etisalat:
Etisalat ( has been the telecommunications service provider in the United Arab Emirates since 1976. Since then, it has built up state-of-the-art telecom infrastructure and taken a leadership position of innovation and reliability among regional and international operators.

The corporation is one of the top 500 companies based on market capitalisation according to the ‘Financial Times’. It operates across 16 markets, with investments in ten African markets including Nigeria (to launch in 2008), Sudan, Zanzibar and West Africa. In the Middle East, Etisalat subsidiaries can be found in Egypt, and Saudi Arabia, whilst in Asia, Etisalat has interests in Afghanistan, Indonesia and Pakistan.

Etisalat was awarded many times in 2007. These accolades included Best Overall Operator of the Year – Telecoms World Middle East; Best Operator Middle East – Arabian Business; Best New Operator – Etisalat Misr – Comms MEA; Best ISP – Windows User Magazine; Best Enterprise Integrator – Arabian Computer News; Most Innovative New Product – BlackBerry – Network Middle East. Etisalat CEO, Mohammad Al Qamzi was also presented an award for his company’s contribution to the local community by CEO magazine.

Press contacts:
For AdaptiveMobile:
Pete Hendrik
Rocket PR Limited
+44 (0)845 370 7024

For Etisalat:
For further media information about Etisalat, please contact:
Ahmed Bin Ali, Vice President Corporate Communications
Tel: +971 2 6182173

This press release was distributed by ResponseSource Press Release Wire on behalf of Rocket Communications in the following categories: Business & Finance, Computing & Telecoms, for more information visit