BARIŞ KARAKULLUKÇU

Chief Data & Analytics Officer Week 2017

L E D E R S H I P I N

I N T E G R AT E D

T E L E C O M M U N I C AT I O N S

CONVERGED COMMUNICATION AND DIGITAL SERVICES PLAYER • 9 COUNTRIES • 51.4 MILLION TURKCELL GROUP

SUBSCRIBERS • 2 MILLION FIXED SUBSCRIBERS • LISTED ON NYSE & BORSA ISTANBUL

WITH A $7.8 BILLION MARKET CAP1

FIRST DIGITAL OPERATOR

F I R S T D I G I TAL

O P E R ATO R

G L O B AL

P R O D U C T S &

S E RV I C E S

L E D E R S H I P I N

I N T E G R AT E D

T E L E C O M M U N I C AT I O N S

FIRST DIGITAL OPERATOR

TURKCELL TR

Data Consumption is Increasing

MOBILE DATA CONSUMPTION (Ort. GB/ Subscriber)

13,817,5

20,5 21,545%

60%

68%70%

2Q15 2Q16 1Q17 2Q17

Qnty (mn) Penetration

SMART PHONE

1,3

0

2,3

4,3

3,0

4,6

3,9

2Q15 2Q16 1Q17 2Q17

5,8

total Subscriber4.5G Subscriber

*Mobil ses kullanıcıları arasında son 3 ay içinde hatlarını kullanmayan Subscriberler hariç tutularak hesaplanmıştır .

TURKCELL TURKEY

Multiplay Positive Trend

MOBILE* (MULTIPLAY) FIXEDLINE (TV MULTIPLAY)

%32,6 %33,9%35,9

%38,7%40,5

2Q16 3Q16 4Q16 1Q17 2Q17

%24,0%28,2

%41,8 %42,4%46,7

2Q16 3Q16 4Q16 1Q17 2Q17

In Every Minute

100 TurkcellApplication is downloaded 14,7

milion

1,7milion

10,9 milion

1,2 milion

3,4 milion

20,2 milion

4,2milion

2,2milion

4,9milion

63,5 miliontotal download

31,335,5

44,251,4

61,6 63,5

2Ç16 3Ç16 4Ç16 1Ç17 2Ç17 20.Tem

* IP TV ve OTT TV izlenme sürelerini içerir

Instant Messaging Call Management(UPCALL)

Magazin/ Newspaper

DERGİLİK

Music TV Consumer Cloud(lifebox)

DIGITAL OPERATOR OF TURKEY

INTERACT, READ, LISTEN, WATCH AND STORE

450 Bindaily numara tanımlama

502 BinDaily call

2,1 milionmonthly okunan

dergi

29 Dakikagünde kişi başına uygulamada

geçirilen süre

6 miliongünde dinlenen şarkı

22 Dakikagünde kişi başına

uygulamada geçirilen süre

daily TV izleyen

1,5 milion

günde kişi başına izleme süresi*

8,1 sa/51 dk

monthly total yüklenen dosya

110 milion

monthly kullanılan data

110 Bin GB

25 milionmessage

~ 1 milioncall dakikası

Turkcell Business Areas

Digital Services

Bip, Fizy, Dergilik,

TV+, Upcall

Turkcell Energy

Turkcell ***

1

TechFin

Turkcell Finance and

Paycell

Telco

Voice, SMS, Data

New Technologies

Artificial

Intelligence

(AI)

Augmented /

Virtual Reality

(AR / VR)

Blockchain Internet of

Things

(IoT)

5G

Turkcell’s Commitment to Advanced Analytics

Big data is the new oil of thedigital economy. We will processdata to convert value and create

new markets for us.

Our target is to create bestexperience for our customers.

95% of our investment is relatedwith data. Our growth will be

coming from data.

Turkcell CEO: Need to create human-enhancing

technology

Turkcell Big Data Hackathon

Turkcell opened thebiggest data centerof Turkey with 275

milion TL investment.

Big data is not important, Big

questions are. Büyükveriye odaklanıp, soru

sormayı unutmak büyükhata.

Customer Insight Technologies Evolving

Source: McKinsey Analytics: The New Science of Management

Customer Service Use Cases

• Up to 75%in revenue uplift and retentionConnect callers with an agent that best matches theirpersonality, geograpic location and interaction style

• Up to 39% reducton in customer query calls

• 15% improvement in NPM

Link customer interactions across on-line and off-linechannels for a seamless experience( ie twitter, self service, on line chat, call center, et.)

• Reduction of call handling time by 15%Present a more interactive experience and increaselikelihood of resolving a customer’ s issue during the firstcall to contact center.

• Up to 10% revenue upliftUse smart algorithms including voice analytics to predictreal time the next best action

• Up to 30% cost reduction of call center operationsIncorporate Artificial Intelligence and Machine Learning to automate 95% of transaction calls

• 10% cost reductionControl call center costs through smarter automation, common standards and self-service

Source: McKinsey Analytics: The New Science of Management

Big Data Use Cases

A recent study by DataMeer found customer analytics dominate big data use in sales and marketing departments, supporting the four key strategies of increasing customer acquisition, reducing customer churn, increasing revenue per customer and improving existing products. Source: Big Data: A Competitive Weapon For The Enterprise

48%

21%

12%

10%

10%

Big Data Use Cases

Customer Analytics

Operational Analytics

Fraud&Compliance

New Product &ServiceInnovation

Enterprise DataWarehouse Optimization

Analytics Investments

Source: Huawei

Subscriber Dimensions from Mobility Analytics

Usage Direction &StyleHeavy data users

RoamingVoice & Packages

DSSTriple PlayBip & Fizy

Turkcell TV, Lifebox etc.

800+ variables

InterestsClickstream

Smartphone & Tablet

NetworkHome& Workplace

Countryside & Airport etc.Calldrop & Bad Session

Customer ExperienceChannel Preferences

Complaints & Social MediaSpeech & Sentiment

DemographicsAge,

TenureGender, City

BillingInvoice & Refill

Payment ChannelInvoice inc & dec.Lifestyle

SNANight Owl

Early Adopter

Managing Customer Lifecycle

Customers are targeted by more than 100+ advanced predictive models and get %4-5 incremental revenue