Turkcell’s Tone&WinFirst and Best

Mobile Ringbacktone Advertising Platform

10.06.09

Turkey

Kazakhstan

Azerbaijan

GeorgiaMoldova

Northern Cyprus

Belarus

Ukraine

Operations in

8 countries,

62 M subscribers

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

Turkcell Group: Leader in the region

(* Sep 30, 2008)

Turkey’s leading provider with 37 million subscribers. 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

First and reachest PERM DB reaching 7.6 mio

Tone&Win selected as Best Mobile Advertising Service in GSMA, 2009

Turkcell is A Player In The Forefront

2002

2003

2004

2005

20062007

Credits/AirtimesCampaign

Dijital ContentCampaign

Permission BasedMarketing

New Ad MediaWap BannerCo-Branding

78 Camp.2 Product

167 Camp.3 Product

296 Camp.8 Product

370 Camp.9 Product

2008Sponsorships

650 Camp.16 Product

SweepstakesCampaign

2009

22 Product

3GAffiliate

Project GroupMMA: 4

MM Emp: 2MMA: 8

MM Emp: 5MMA: 12

MM Emp: 9MMA: 15

MM Emp: 12MMA: 22

MM Emp: 14 Product and Project Dev.

Revenue ve Ecosystem Development

enablernew and alternative

media

Interactive media with the highest

response rate and measurability

Turkcell Mobile Marketing Timeline

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

Tone&Win*: An Award Winner Service!

GSMA Awards/2009Best Mobile Advertising ServiceMeffy’s Awards/ 2009

Ad Campaign Finalist

*TonlaKazan in Turkish

Tone&Win : World’s first Ringbacktone Advertising Platform

TonlaKazan is the world’s first RingBackTone mobile advertising platform.

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

Subscribers

“TonlaKazan combines the power of simplicity with a value proposition to all involved in the ecosystem – the advertisers, the consumers, and the operator making it a uniquely successful and revenue-generating service. Mobile companies around the world should take a look and learn.”

Chetan SharmaPresident, Chetan Sharma Consulting

Tone&Win : www.tonlakazan.comwww.tonlakazan.com

Logged in to www.tonlakazan.com

Tonic Experience

Win Artimes&MinutesReklam as your callers listen branded RBT…1. Visitor enters wap/web sites and

preview brand jingles2. TonlaKazan member “Tonic” log in to

platform and see branded rbt according to his profile.

3. “Number of Branded RBT” shows how many Tonic could select the content.

4. Tonic could select branded RBT for a week and start to win airtimes&minutes

as he answers voice call.

1

2

RBT subscriber could win up to 150 units / 40 minutes while Non-RBT subscriber could win up

to 90 unites / 25 minutes.

Preview latest branded RBT

Branded RBT according to Tonic profile

Units are valid for a week in onnet voice calls

Tone&Win : wap.tonlakazan.com

Entering Wap Site Selecting Brand Jingle

Balance Check Out1.

2.

3.

BRANDS

Brand Experience

Fantastic reporting!

1. Brand send brand jingle, logo and budget confirmation doc.

2. Platform profiles Tonics according to ASL and Education info.

3. Brand Jingle goes online!4. are charged according to

listened branded RBT over 5 seconds.

5. Platform sends fantastic reports.

Brand Experience

Amazing profiling!1- TonlaKazan platform profiles tonics according to AGE, SEX, LOCATION and EDUCATION data.2- Only selected Tonics could see&select branded RBT.3- There is a correlation of %85 between Callee and Caller profiles. So, targeting callee’s means targeting callers!

QOS 007 branded RBT was only visible to Tonics 15+, male living in 25 cities that shows 007 movie.

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

Tone&Win Tonic Community

http://blog.tonlakazan.com/

News about latest developments&campaigns

Turkcell’s first blog page

Facebook Fan Pages (Click)

Tonics become fan!

Tonics give comments about campaigns&developments!

Tone&Win Architecture

CRMCRM

Tonla Kazan Platform Ring Back Tone Platform

RBT Istanbul IVR RBT Ankara IVR RBT İzmir IVR

Reporting

APIs

Tonic

Minutes/ Units PCPM

TonlaKazan.com1001

FulfillmentEncryption Server

Tone&Win Pepsi Campaign

• Campaign Dates: 15.05.2009 – 31.07.2009

• Scenario: Send the password, get Tone&Win, get 10 units. Other prizes: 10.000 TL x 1 consumer and 1.000 TL x 10 consumer everyday

• Expected response rate:

• 13 mio SMS/ 3,25 mio unique consumers

• Other Media: TV, web, radio, outdoor, pr activities

• Highlight: First TV+ Tone&Win campaing with celebrity.

Watch TV Ad

18

Tone&Win BP Campaign

• Campaign Dates: 01.04.2009 – 31.07.2009

• Scenario: Buy BP Motor OIL, Win up to 135 credits (Instant Win + Surprise Win + TonlaKazan)

• Expected Response Rate:

• 150K SMS / 110K unique consumers

• Other Media: Press announcement, web, wap, radio, POP and TonlaKazan

So far…

More than 500.000members

reaching 15.000.000 people/month

creating 100.000.000 impression/month

So far…

Thank you