Turkcell Mobile Marketing & Advertising Team

Category: Best Change-Maker

Belarus

Operations in

62 M subscribers

Operations in

8 countries,

62 M subscribers

Turkcell Group: Leader in the regionTurkcell Group: Leader in the region

Turkey

Kazakhstan

Azerbaijan

Georgia

Moldova

Northern Cyprus

Ukraine

*Turkcell is holding a 41.45% stake in Fintur and through Fintur holds interest in AzerCell, K’Cell, GeoCell and MoldCell.

Turkey’s leading provider with 37 millionsubscribers. Europe’s 2nd and the world’s 13th

largest operator in terms of subscribers *

First and only Turkish company listed in the New York Stock Exchange

Turkcell Is A Player In The ForefrontTurkcell Is A Player In The Forefront

(* Sep 30, 2008)

York Stock Exchange

First and reachest PERM DB reaching 7.6 mio

Tone&Win selected as Best Mobile AdvertisingService in GSMA, 2009

a leader in

a leader in

communicationcommunication

TurkcellTurkcell

technologytechnology

communicationcommunicationandand

20052005

20062006

20072007

Credits/AirtimesCampaign

Dijital ContentCampaign

Permission BasedMarketing

New Ad MediaWap BannerCo-Branding

296 Camp.8 Product

370 Camp.9 Product

20082008

Sponsorships

650 Camp.16 Product

20092009

22 Product

3GAffiliate

MM Emp: 9MMA: 15

MM Emp: 12MMA: 22

MM Emp: 14Product and Project Dev.

Turkcell Mobile Marketing TimelineTurkcell Mobile Marketing Timeline

20022002

20032003

20042004

Campaign

78 Camp.2 Product

167 Camp.3 Product

8 Product

SweepstakesCampaign

Project GroupMMA: 4

MM Emp: 2MMA: 8

MM Emp: 5MMA: 12

MMA: 15

Revenue ve Ecosystem Development

enablernew and alternative

media

Interactive media with the highest response rate and measurability

Turkey vs Turkcell Mobile Marketing RevenuesTurkey vs Turkcell Mobile Marketing Revenues

$ 179

$ 260

$ 38 $ 43 $ 51 $ 68$ 91

$ 125

SMS / Wappush

MMS

Mobile Ticket

Web /WapBanner

SponsoredSMS/MMS Infotainment

Packages

Mobile AdvertisingBULK

SMS/MMS

Tone&Win

Display & Ad-fundedAdvertising

Turkcell Mobile Marketing ProductsTurkcell Mobile Marketing Products

Video

IVR

Mobile Ticket

User Generated

Content

Interactive Menu

LBS

Sponsored Credits/Airtimes

Content

Text&WinMobile

CampaignMobile Survey

Perm DBTargeted

Advertising

� 650 projects, 276 brands, 27 industries

� Database reached 7.5 million. ( Europe’s largest)

� More than 19 million customers have participated.

� For new services; TonlaKazan, Targeted IVR, Mobile Ticketing, Ad-funded Info Packages

Turkcell Mobile Marketing Metrics of 2008Turkcell Mobile Marketing Metrics of 2008

� Co-founder in MMA EMEA Board (2007-2011) and Active member of GSMA Mobile

Advertising &Metric Commitee ( 2008-2010)

� Standardization

� Knowhow sharing

� PR opportunities

� Sustainable reputation

� Network building

� Consultancy

Melis Türkmen, The Top Ten mobiThinkers 2009Melis Türkmen, The Top Ten mobiThinkers 2009

“When it comes to mobile marketing, Turkcell

is the envy of the majority, or probably all of

the world’s mobile network operators. Much

of the credit (though she’s too modest to

accept it) for transforming the Turkey’s

Melis TurkmenHead of Mobile Marketing and Advertising Division, Turkcell

accept it) for transforming the Turkey’s

largest and Europe’s second largest mobile

operator into a slick and highly effective

marketing machine lies with Melis Turkmen,

the Head of the Mobile Marketing &

Advertising Division.”

Click for more:

http://mobithinking.com/sites/mobithinking.com/files/mo

biThinking_mobiThinking%20Top%20Ten_0301_0409_0.p

df

Customer & Project Management

MOBILE MARKETING

CU

STO

MER

Media&MarketingManagement

Elvin Altun Sinem Soydar

Melis Türkmen

Organization

Tuğba Bilgili

CU

STO

MER

Banu Kargın

Nina Can Evrim Dirik

Elvin Altun Sinem Soydar

Aslı AltunOya Baltacı

Ozan Koçak

Tuğba Bilgili

Aslı Kaplan Alp Yanık Aymel Tezbaşaran

Serdar Özerman

• Associations• Mobile Marketing Association EMEA Co-founder Member (2007 – 2011)

• GSMA Mobile Advertising, Mobile Metric Commitee Member (2008 – 2009)

• GSMA Mobile Advertising – Messaging Metric Commitee Sponsor (2009)

• IAB Europe, Mobile Advertising Commitee Member

• Awards• 2009 GSMA, Best Mobile Advertising Service : Tone&Win

Associations & AwardsAssociations & Awards

• 2009 GSMA, Best Mobile Advertising Service : Tone&Win

• 2009 GSMA, VisionGain MAMA / Best Creativity or innovation in

mobile marketing and advertising Gold Award: Tone&Win

• 2009 GSMA, VisionGain MAMA / Best network for delivery of mobile

advertising and marketing Silver Award: Permission Database

• 2008 Golden Sim Card, Best Value Added Service: Tone&Win

• TESİD, Creativity&Innovation Awards Finalist: TonlaKazan

• 2008 GIA Turkey , 3 Awards: Garanti Turko, Pepsi, Axe & Turkcell

• 2008 Felis Mobile Advertising Award : Adidas & Turkcell Banner

• 2008 MMA Best Mobile Marketing Promotion Campaign : Coke & Turkcell

• 2008 GSMA, Best Mobile Advertising Campaign Nominee : Akbank & Turkcell

Tone&Win: An Award Winner Service!Tone&Win: An Award Winner Service!

Tone&Win is the world’s first Ringbacktone advertising platform

•Over 1 million members reaching 15 Mio people monthly•72 campaigns with 50 brands in 2008•Monthly member increase rate 338%

TESİD / 2008Creative / Innovative Idea Finalist

Altın Sim Kart / 2008BEST VAS of the Year

Altın Örümcek / 2009Best Telecom Web Site by Public

Visiongain’s MAMA / 2009Best Creativity or Innovation in mobile marketing and advertising

GSMA Awards/2009Best Mobile Advertising Service

Meffy’s Awards/ 2009Best Ad Campaign

• 7.6 mio opt–in subscribers

• 2009 target is 13 mio

• Response Rate: %5 - %25

Permission Based MarketingPermission Based MarketingVisiongain’s MAMA / 2009Silver AwardBest network for delivery of mobile advertisingand marketingCustomer

Data

Data Collection

KnowledgeDatabase

•Transaction•Usage Data

•Demographic•Interest•Location

•SES

PERM DBcollects required subscriber data.

Define TargetGroup

Find theRight

Channel

Create&Deliver Campaign

CollectResponse

Define brand target group using Turkcell

data.

SMS, MMS, Wappush,

Mobile Ticket, IVR etc.

Create campaign based on budget.

ROI & Return Rates

Permission Based Advertising CasesPermission Based Advertising Cases

Sana – IVR

Scenario: Informing target

Mercedes-MMS

Scenario: Information about

Akbank – SMS

Scenario : Loan Approval viaScenario: Informing target audience about Sana’s campaign and collect information from customer if they have SANA at home or not Target Audience: 15K Answered Call Ratio: %80Action Rate: %56

Scenario: Information aboutC 180K and collect test drive requestsTarget Audience: 13KResponse rate: %4Other media:, e-mail, internet - web form

Scenario : Loan Approval viaSMSTarget Audience: 300KResponse rate: 18%Other media: DirectMarketing

Görsel

Free Airtime (Sponsored Call) CampaignsFree Airtime (Sponsored Call) Campaigns

Garanti Bank “Bu Mu Bu Mu” Pepsi - Reach Your Dreams PO LPG Campaign

Görsel

Scenario: New CustomerAcquisition Campaign via airtimeand mobile content

Participation: 2.000.000

Other media: TV, Newspaper

Scenario: Instant credit / airtimewin. Opportunity to meet Thierry Henry, Chelsea Football Club and Fergie.

Participation: 19.000.000

Other media: TV, POP

Scenario : Retention Campaign

Participation: 1.000.000

Other media: Radio, directmarketing

Thank YouThank You