LEMBAGA HASIL DALAM NEGERI MALAYSIA (LHDNM) Short Messaging Service (SMS) Gateway Services

Table of Contents
1 COMPANY BACKGROUND ............................................................................................ 3 1.1 3 INVESTMENT DETAILS ...................................................................................................... 3

COMPANY EXPERIENCE ................................................................................................ 5 3.1 3.2 3.3 TECHNOLOGY INDUSTRY .................................................................................................. 5 FINANCIAL INSTITUTION ................................................................................................... 5 OTHERS ....................................................................................................................... 6

4 5 6

REQUIREMENTS ........................................................................................................... 8 GENERAL PROBLEM FACED ........................................................................................... 9 GENUSIS - SMS .......................................................................................................... 10 6.1 6.2 SCOPE OF SERVICE ........................................................................................................ 10 INTELLIGENT QUEUING SYSTEM (IQS) ................................................................................ 11

PROPOSED SOLUTION GENSMS ................................................................................ 12 7.1 7.2 7.3 GENSMS DESCRIPTION .................................................................................................. 12 FRAMEWORK................................................................................................................ 15 NETWORK INFRASTRUCTURE ............................................................................................ 17

SECURITY & CONTROL ............................................................................................... 18 8.1 8.2 OPERATIONAL CONTROLS ............................................................................................... 18 SECURITY MONITORING.................................................................................................. 18

CONTACT US ............................................................................................................ 20

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COMPANY BACKGROUND
Genusis Consultancy Sdn Bhd, established circa 2004, has grown leaps and bounds into one of the countrys leading mobile service providers. Providing the highest quality in end-toend mobile data solutions, Genusis operates on its own unique mobile messaging gateway. With connections to over 364 mobile operators in 115 countries all across the globe, Genusis has established itself as an industrial leader, offering top-notch bulk and premium messaging capabilities to businesses across Malaysia, helping them reach the people that matter the most: their customers. With a variety of solutions to meet any corporate need, Genusis, apart from its focus on bulk Short Message Services (SMS) and SMS Gateway Integrations, also provides an array of marketing products, wireless communication solutions, corporate SMS, and various other turnkey text messaging solutions for websites and businesses. With features such as flow control, dynamic routing, account setup flexibility, numbering provisions, and detailed reports, the world is at your fingertips! Through our commitment towards assisting our partners increase their overall profitability by reaching their target customers instantaneously, while keeping operational and support costs at a minimum, Genusis has proven itself to be one of the industries premier suppliers of messaging solutions. Peace of mind being of utmost importance in todays age of technology, Genusis ensures all your investments are safeguarded. With our personnel working around the clock to ensure all existing infrastructures and interfaces are up-to-date and free of downtime, Genusis delivers on its promise of quality. Innovation. Effective. Cost-efficient. Three words that have been the staple of Genusis Consultancy Sdn Bhd. Boasting a dynamic range of products and services, Genusis continues to strive towards new horizons, ensuring its edge and position as the regional leader in mobile messaging services!

Investment Details
With the on-going growth of todays mobile industry, Genusis has a set of investment plans to ensure continued development of the company. Currently, Kazoo Interactive Sdn Bhd is our Research & Development arm which helps in redefining latest and newest mobile services. It is an MSC status company, which is located

at i-City and is running for the past 3 years. Its aim is to produce innovative products/services to be introduced to todays corporate industry. The current projects that are under development are Mobile Applications for SMARTPHONE, Facebook SMS application and SMS location based services. Expansion plans are already in place to further enhance our reputation in the mobile industry. With our current business model and services it is legitimate for us to expand to nearby country. In the pipeline of expansion, we plan to venture to Singapore, Indonesia and Cambodia/Vietnam. Year 2013 (end of 1st Quarter): presence in Singapore Year 2013 (3rd Quarter): presence in Indonesia Year 2013 (end of 3rd Quarter): presence in Cambodia/Vietnam. Genusis has a set-up of a total of 15 servers that is located in 3 different data centres (MyLoca Cyberjaya, Brickfields KL, AIMS KL). We are pleased to claim that our SMS gateways and applications are totally developed in-house with many functions and features. This is an added edge that we have, as customization can be easily be fulfilled as our development team is very well versed with our own system.

COMPANY EXPERIENCE
We have worked closely and successfully with many firms from a wide range of industries such as advertising, retail, manufacturing and financial institutions by implementing various SMS services/applications such as SMS broadcasting and Interactive SMS Campaigns.

Technology Industry
IBM MALAYSIA Connected and integrated to the backend system via direct connection. Using the SMS weekly to inform every personnel of IBM regarding the update of their system and also internal messages such as important meetings or reminders. Provide SMS alerts to IT ASSIST personnels. This is to notify urgently to IBM engineers regarding any breakdown of bank teller machines (ATM). This service is 24/7 and covers the entire region of Malaysia. Automated SMS will be triggered if there is any backend failure. 24/7 services is provided. INTEL Connected and integrated to the backend system via direct connection This is for the monitoring of their backend system and also the monitoring of their customer servers. SMS will be triggered if any errors were to be detected. P1 (Green Packet Berhad) Connected and integrated to the backend system via direct connection, including web application customizations. SMS broadcast for internal marketing purposes, which comprises of billing cycle announcement, collections, and down-time alerts to their subscribers. Joint partnership to provide SMS services to their customers/subscribers.

Financial Institution
HSBC BANK Provide SMS broadcasting for the following departments: o o o o o Credit card Marketing Collections Card Security Logistic/Fulfillment

Customised 2-Way SMS campaings for marketing and customer service.

AM ASSURANCE Purchased and deployed Genusis SMS Gateway comprising many other features with their own dedicated shortcode (not share shortcode) Connected directly to their backend system. SMS broadcast for their marketing department and also SMS alerts to their customers regarding the insurance expiry, policy number and claim status. ACE SYNERGY Integrated directly to their backend system. SMS broadcasting for marketing department and also informing their policyholders of the insurance expiry, policy number and claims status.

Others
DUMEX Integrated directly to their CRM system. Using SMS for customers to rate and respond, notification and campaigns such as contest and Quiz. BAT (British America Tobacco) Built and integrated SMS system for their Sales Training team for their participating outlets. Implementation of 2-Way SMS - after completion of training, candidates are require to SMS in their understandings and queries. COCA COLA COMPANY Create an internal SMS campaign for their staff to promote branding and knowledge of COCA COLA. Questions via SMS will be sent to all the staff for a period of time and the staffs are required to answer the questions within a stipulated timeframe. Internal alerts and notifications of their staff and workers.

REQUIREMENTS
LHDN needs to have an SMS service that enables LHDN to send SMS messages to their taxpayers and also staffs mobile phones. With this, communication and promotions via SMS will be much simpler, quicker and can be done internally with a much controller-able environment. LHDN requires their various departments to communicate with the SMS Gateway solution that in turn connects to all the leading telcos in Malaysia in order to send SMS messages to their taxpayers. This SMS Gateway solution will need to have customized applications to cater the usage of various departments. Further to add, this SMS Gateway solution needs to be flexible in order to integrate with LHDN existing system.

PLEASE ADD MORE AS YOU WILL KNOW THE REQUIREMENTS

GENERAL PROBLEM FACED WITH SMS

SMS, as many would have thought it is a short and simple messaging system, thus many would expect the backend to be as simple as SMS. However, the challenge of SMS system is how to handle the high volume traffic and transactions every minute with error checking while maintaining the speed. It requires a well planned system design that caters for all aspects including system framework, database design, a very fast real-time calculation of credit/amount spend when sending SMS, network, security, telcos problem, intelligent queuing system and etc. When a customer is sending a batch of SMS with 100k mobile numbers, we are required to send out the SMS individually to the targeted carriers/telcos. The speed and quality is the utmost concern. It is not only slow but also such issues like network and application problems, includes Internet network routing problem from end-to-end, telcos gateway problem, resending rejected or failed SMS etc. In the eyes of customers, when they are unable to connect from their side to our IDC even it is due to our local network routing problem, it is still our problem. In the end, we decided to host our single SMS system at different Internet Data Centers (IDC) with realtime data synchorization. It is very challenging to support a same set of system in multiple locations, at the same time ensure the database is replicated in realtime. However, we are required to do this in order to maximize the uptime. This was our promise to our customers. SMS queuing is another problem. Many would expect SMS should always be a first-in-firstout (FIFO) model. However, this is easier to say than done. Imagine if a customer sends a batch of 300k SMS early in the morning, which takes about 4 hours to finish the blasting. If another customer sends a small batch of 10 SMS a minute later, the system should not behave in FIFO model anymore, instead should prioritize the SMS intelligently. The situation is worsen and complicated when plenty of big and small SMS batches are sending every minute.

GENUSIS - SMS
This SMS service can be used for many various industries. Currently, GENUSIS is proposing to include SMS service for LHDN to help improve on its customer service, marketing activities and communications. SMS is very common nowadays because it is cheap, fast and simple. LHDN will be able to have the convenience of SMS to inform taxpayers/staffs about informations, latest updates, reminders, urgent staff meetings and etc. The differences between SMS against other media: 1. Direct and Personal media 2. Speedy and Interactive 3. Cost-effective 4. Wide Coverage Below are the features and benefits of Genusis SMS services: Functionality:

One Administrator ID (Main User) Unlimited Additional User ID Send SMS directly from browser (Internet Explorer/Mozilla Firefox, etc) Capacity of sending high volume of SMS traffic Server redundancy Access to detailed statistics, reports, online monitoring Unlimited number of contacts Personalized phonebook and groups contact Address importing SMS Scheduler/Alerts Secured server logon by personal username and password Extensive support for CRM/Database integration Personalised SMS Worldwide SMS coverage

Scope of Service
Genusis is a local based SMS company and development centre. Our SMS Gateway, is 100% developed in-house using our proprietry framework, we handle everything from system architecture design, database design, networking, security, programming, system optimization, testing, implementation and support.

GenSMS means a customized SMS Gateway. Our initial motive is to let our customers enjoy full control on the features and capabilities of the SMS messaging services. All these applications are dealing with large databases, and require high speed processing. So our first goal was to design a scalable system that can support connectivity to modular applications/systems without much hassle. GenAPI is the communication medium between LHDN and GENUSIS. Here is where LHDN will be able to connect to GENUSIS SMS GATEWAY with their current system. Our GenAPI consist a set of routines, protocols, and tools for connecting existing system/application to our SMS Gateway. We made it easier to develop a program to connect to our SMS Gateway by providing all the building blocks and codes.

Intelligent Queuing System (IQS)

Intelligent Queuing System is an effective management of the SMS records in queue. It is designed to handle large number of SMS to be sent via different telcos. The purpose of IQS:

Ensure smooth sequential SMS flow. Ensure the priority SMS to be sent out immediately, which is out-of-control of the FIFO model.

Our system is working none stop on 24x7, and expects to receive SMS request every minute, even in midnight and on public holiday. Someone might send 1 SMS and expect to receive it immediately, while others might send a larger batch of SMS. We support up to 300k SMS per batch in a single request. The backend will auto prioritize the importance of SMS by the size of batch, as well as scanning the keywords in SMS content. This is to ensure all regular and important SMS able to reach recipient in time. Besides, our SMS support team also assisting in monitoring the SMS traffic daily.

PROPOSED SOLUTION GENSMS

GenSMS Description
Genusis will provide a user friendly web-based SMS solution where LHDN will be able to upload their contacts (with groupings) and also send out the SMS messages whenever you want. This makes it more flexible and controllable as you will be able to determine when and who you want to send the SMS to. LHDN need not have to invest in any hardware or software as Genusis will provide you with the existing connectivity, infrastructure and also application to perform delivery of SMS to mobile handsets. Below are some screenshots of the web-interface: Send SMS Here is the actual sending of SMS page where you will type in the SMS message content and choose the desired groups or individual contacts to send SMS to.

SMS Outbox Here is the history/outbox of the details of the SMS that you have sent. There are search functions equipped with it so it will be easier to find/tabulate reports.

Contacts Here is the Contact List where you can upload the contacts from MS EXCEL file. You may also have multiple groups/folders to differentiate the contacts in your lists.

Customised SMS Message This is similar to mail-merge where you can display up to 6 DYNAMIC fields to be shown in the SMS content. Thus, you will be able to send different message content to MULTIPLE mobile users with just a few clicks of the button.

Manage User Logins You will also have the options to create multiple logins to you account. This will enable many users to use the SMS system simultaneously and also with log files to track what each individual users has done in the system.

Statements/Reports This is where you will be able to export the reports/statements of ALL your SMS sendings.

Framework
With our 9 years of experience dealing with high volume SMS services, we not only have designed a proprietry framework to overcome the general problems, but also enhanced our system in various aspects over the years of continuing development. Currently, we host our single system with set of redundant servers at 3 different IDCs, mainly:

Brickfields, KL Using TMnet as upstream provider, and all local traffic go through MyIX (Malaysia Internet Exchange). Cyberjaya, Selangor Using TMnet as upstream provider, and all local traffic go through MyIX. AIMS, KL Using Extreme Broadband as upstream provider, which is using Tier 1 bandwidth provider such as Tata Communications, Pacnet and Tinet as redundant backup. All local traffic go through MyIX.

This approach is clearly a better solution to combat network routing problem compare with a mere high availability plus load balanced system at a single IDC. We have greatly increased the system uptime to the next higher level with the penalty of higher expenses and overheads.

Due to the requirements for geographically separated data centers, where each data center needs its own locally writable copy of data, we are required to configure our database with database master-master replication in realtime (also known as dual-master or bidirectional replication), each configured as both a master and a slave of the other in other words, a pair of co-masters.

The biggest problem with such a configuration is to handle conflicting keys and changes. This requires a very well planned database design and system planning in order to run smoothly as both databases are in active-active mode. Glad to announce that our framework is designed to support and making full use of this feature. Master-master replication is a very powerful way for fault-tolerant design and highly available systems. Our current framework was up with this master-master bidirectional replication design since year 2009. Besides the effort done on network structure, we also ensure all our database servers are configured with sets of hard disks running on RAID Level 10, to provide a faster and safer storage compare with the usual RAID 5 configuration.

Network Infrastructure

SECURITY & CONTROL

Security and Control is our main priority for our implementation and distribution of SMSes. Not only the content of the SMS is private, but also the mobile numbers are tightly secured in our Security Procedures.

Operational Controls
Genusis practice strict operational control for optimum efficiency. Below are the controls that Genusis implementation.

New or Major Application Release

Any major application release will be subject to a full assessment prior to approval of the change control documentation and/or before release into the live environment.

Third Party or Acquired Web Application

Will be subject to full assessment after which it will be bound to policy requirements.

Point Releases
Will be subject to an appropriate assessment level based on the risk of the changes in the application functionality and/or architecture.

Patch Releases
Will be subject to an appropriate assessment level based on the risk of the changes to the application functionality and/or architecture.

Emergency Releases
An emergency release will be allowed to forgo security assessments and carry the assumed risk until such time that a proper assessment can be carried out.

Security Monitoring
To tighten the system security, we use Snort for network intrusion prevention and detection system (IDS/IPS). Combining the benefits of signature, protocol, and anomaly-based inspection, Snort is the most widely deployed IDS/IPS technology worldwide. With millions of downloads and nearly 400,000 registered users, Snort has become the de facto standard for IPS. Snorts open source network-based intrusion detection system has the ability to perform real-time traffic analysis and packet logging on Internet Protocol (IP) networks. Snort performs protocol analysis, content searching, and content matching. The program can also

be used to detect probes or attacks, including, but not limited to, operating system fingerprinting attempts, common gateway interface, buffer overflows, server message block probes, and stealth port scans. Snort can be configured in three main modes: sniffer, packet logger, and network intrusion detection. In sniffer mode, the program will read network packets and display them on the console. In packet logger mode, the program will log packets to the disk. In intrusion detection mode, the program will monitor network traffic and analyze it against a ruleset defined by the user. The program will then perform a specific action based on what has been identified.

COSTING
The account setup and application including testing can be developed within a time span of 2 working days including testing.

Description GenSMS Messaging Platform set-up and implementation Broadcasting SMS Shared Shortcode 63839/66555 Real-time Web Admin Interface Applicable for all mobile networks in Malaysia (012, 013, 014, 017, 018, 019) Monthly Maintenance Fee Server Maintenance Application Maintenance Server & Service Monitoring Bulk SMS Credits (pre-paid package) 100,000 SMS @ RM 0.075 per SMS 250,000 SMS @ RM 0.070 per SMS 500,000 SMS @ RM 0.065 per SMS above 1,000,000 SMS @ RM 0.060 per SMS Unit Rates for Technical Expertise (if needed) Support Services Upgrades, Updates, Modifications and Enhancements Integration works with other system/applications
Please take note price is exclusive of 6% GST

Amount (RM)

1,500.00

FREE

As stated

1,850.00 One Person-Day

CONTACT US
Genusis Consultancy Sdn Bhd Unit 508, Block A4, Leisure Commerce Square, No. 9, Jalan PJS 8/9, 46150 Petaling Jaya, Selangor Darul Ehsan, Malaysia.

Customer Service Support: Tel: Fax: +603 7876 5145 +603 7875 7933 Email: Website: enquiry@genusis.com http://www.genusis.com