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Evrim DirikProduct Manager

Mobile Marketing /New Product Development

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First GSM Operator n Turkey, 1994

7,4 Billion $ Investment

Operations in 8 countries

35 Million in Turkey, 58M Worldwide

Infotech Worlds 25.Tech Company

Leader in Mobile Marketing!

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Turkcell & Mobile Marketing

2002

2002

2003

2003

2004

2004

2005

2005

2006

2006

2007

2007

Lipton Ice TeaCampaign

Petrol OfisiCampaign

BP Air timeCampaign

Instant WinCampaigns

New Ad Media

Permission Based

Marketing

Banner

78 Camp4 MMA

167 Camp7 MMA

296 Camp15 MMA

370 Camp20 MMA

enablernew and alternative

media

media with the higheresponse rate andmeasurability

2012

2012

Mobile TV

Search Engin

vi

sion

2008

2008

New Ad MediaTonla Kazan

500 Camp22 MMA

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Mobile marketing sector in Turkey is growing

exponentially...

Source:Turkcell

$ mio

$8,0

$16,0

$25,0

$37,0

$0

$5

$10

$15

$20

$25

$30

$35

$40

2005 2006 2007 2008

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AgendaWhat is TonlaKazan?

Tonics Business Model

Brands Business Model

TonlaKazan Architecture

Mobile Marketing Products

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Turkcell Mobile Marketing Products

Instant Win Campaigns

Permission Based Marketing ( 7.2 Mio )

Location Based Services (CBC)

TonlaKazan

Wap/Web Banner

Sponsorship / Sponsored SMSAd Jingle Content

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Permission Based MarketingPermission Based MarketingPermission Based MarketingPermission Based Marketing

launchedlaunchedlaunchedlaunched in 2006in 2006in 2006in 2006

ddddirectirectirectirect and personal way of communicationand personal way of communicationand personal way of communicationand personal way of communication

highhighhighhigh responseresponseresponseresponse ratesratesratesrates (b/w 7%(b/w 7%(b/w 7%(b/w 7% totototo 25%)25%)25%)25%)

7.27.27.27.2 miomiomiomio optoptoptopt----inininin usersusersusersusers &&&& richrichrichrich databasedatabasedatabasedatabase

targetingtargetingtargetingtargeting:::: right customers (targeting), at the right time withright customers (targeting), at the right time withright customers (targeting), at the right time withright customers (targeting), at the right time withthe right message via rightthe right message via rightthe right message via rightthe right message via right channechannechannechannellll

convenient way for consumers to interact with the brandsconvenient way for consumers to interact with the brandsconvenient way for consumers to interact with the brandsconvenient way for consumers to interact with the brands

measurabilitymeasurabilitymeasurabilitymeasurability

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Interests

Location

SES

Demographic

UsageData

Age Occupation

Sex

Static

Regional

Dynamic

Sport

Internet

Music

Finance

Technology

CarOwnership

MMS

Roaming

Call Types

Java

Wap

SMS

Targeting CriteriaTargeting CriteriaTargeting CriteriaTargeting Criteria

Kampuscell stecell

GNCTRKCLL

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Permission Based MarketingPermission Based MarketingPermission Based MarketingPermission Based Marketing

MMSMMSMMSMMS

SMSSMSSMSSMS

MobilMobilMobilMobileeee VideoVideoVideoVideo

WappushWappushWappushWappush

CBCCBCCBCCBC

Credit Sale

18% Response Rate

MMS + SMS

Societe Generale (Crediver)

Credit Sale

20 % Response Rate

SMS

Acqusition

Red Ticket Sale

12% Response Rate

MMS + SMS

Channels

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SponsorshipSponsorshipSponsorshipSponsorship ---- WeatherWeatherWeatherWeather

15.06.2008ISTANBULSun:19/25 SUNNY,Mon:20/26 PARTLYCLOUDY, Tue:22/28 SUNNY Cooldown with a

refreshing LiptonIceTea!

Weather

SMS subscription

Weather

SMS subscription

Sponsorship space:

20-30 character sponsorship space in

every message of the weather sms

subscription reaching 2,000,000

distinct consumers

Metodology:

Sponsorship sold on a monthly basis

Pricing:

CPM based x frequency factor

Benchmark:

TV program sponsorships

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Petrol Ofisi Mole Game download:

Turkcell-im Game page

Wap Banner AdsWap Banner AdsWap Banner AdsWap Banner Ads

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TonlaKazan..

+ +

TonlaKazan is the worlds first RingBackTone mobile advertising platform.

It is a service that mixes web 2.0, RingBackTone technology and media all inone.

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SubscribersSubscribers

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What Tonics want?

Register via web/wap sites!

Demographic info for profiling

Becoming advertising medium winning!

Consumer Experience

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www.tonlakazan.comSecUnitsWin!

Prepaid Postpaid

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Entering Wap Site Selecting Brand Jingle Balance Check Out1. 2.

wap.tonlakazan.com

3.

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BRANDSBRANDS

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Advertiser Experience

What brands want?

Simplicity and technology meet! Reach as much people as possible!

Decide on the number of people and your budget! How many people they would like to reach via TonlaKazan

Profile of the Tonics selecting their brand jingles.

The advertisers jingle is published as a RingBackTone content on the web

and wap site

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Campaign Reports

XYZ

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Pricing Model

CPL (COST PER LISTENING)

TonlaKazan has a performance-based pricing model, Cost Per Listening (CPL)

in which advertisers are charged according to the amount of branded RBT

that callers hear

Budget= (Branded RBT) x (CPL)

Budget: Total Cost of TonlaKazan Campaign

Branded RBT: Amount of the branded RBT* listened by the

customers

CPL: Cost Per Listening ( Constant for all brands)

*Call duration over 5 seconds will be charged

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Preview Some Branded RBT

More than 40 international & national brand in 15 major sectorsIncluding P&G, Unilever, Coca Cola, British Petrol

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Nominations /Awards

-Best VAS-

-Nominations-

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Thank you