SMART COMMERCE

Mobile Revolution

Online & Mobile Turkey

75 M

Series1

2 m

7 m

8 m

13 m

36 m

65 mcellular line

internet user

smartphone user

e-consumer

mobile payer (direct operator billing)

nfc phone

E-Commerce

Where are the remaining 28M

People?

24% (~7M) don’t want to share card info

26% (~9M) don’t have credit cards

Series18 m

36 m

e-consumer

internet user

Mobile Apps

Behavior…Downloading 40 AppsUsing 15 Apps

Time spend…18 % in Browsers82 % in Apps

Time spend in Apps…42 % for Gaming & Entertainment31 % for Social Networks27 % for the remaining

Selling by Apps

“remaining” means 4 Apps in average.

You have to provide:

Real Value-AddNo BarriersPerfect User ExperiencePerfect UsabilityEasy Payment

~700KCurrent

number of people

purchasing via Mobile Apps in

Turkey

NFCfication

Mobile Phones

• Samsung• HTC• Nokia• Blackberry

SIM Cards (SIM-Centric)

• Payments• Transportatio

n

SIM Free

• Entertainment

• M-Loyalty• Tagging• Social

MOBILE APPSTouching to Life

NFCfication

NFCfication

85% of all POSterminals shippedwill have contactlessin 2016, up from10% in 2010

the Idea of Mobile Wallet

No need for Physical CardsSolution for the UnbankedEasy & Secure Online

PaymentsEasy & Secure Retail

PaymentsEasy & Secure Utility

Payments

However…

“In the future, revenues will come from services around payment,

instead of payment itself.”

Shopping In The New World

‘‘Need’’ Recognition

Information Search

Evaluation of Alternatives

Purchase

Post- Purchase Evaluation

Blanket Marketing Campaign Management

Effective – Direct Marketing

Local & In-Store Solutions

Point of Sales

Customer Loyalty

Solution

Consumer Merchant

M-Loyalty

Loyalty CardsCouponsLocation Based ServicesIn-Store ExperiencePersonalizationSocializationGamificationNext-Gen Mobile Marketing

M-Loyalty

BRANDS

Current Platform

feedback

OnlinePlatfor

mM-Loyalty

In-Store Experience

14

WelcomeErkan!

Personalized

Shopping

1

%30 off for iPhone

accessories this week!

2

In-Store Marketing

Just won100 Turkcell

Points for your visit!

3

In-Store Loyalty

Retail Analysis

Gas / Oil; 4201

Apperal; 1228

Fast Food & Coffee; 1189

Supermarket; 811

Consumer Electron-ics; 426

Cosmetics; 391

Home Appliences; 272

Sportswear; 179Department Store; 173Book Store; 115Home; 68 Entertaintment; 49Toys; 30Mall Operator; 28Accessories; 20

Gas / OilApperalFast Food & CoffeeSupermarketConsumer ElectronicsCosmeticsHome AppliencesSportswearDepartment StoreBook StoreHomeEntertaintmentToysMall OperatorAccessories

Total number of stores for biggest 2-3 brands in each area

End-2-End

Easy & Secure Online & Retail

Payments

Value AddedShopping

Easy & Secure Banking &

Utility

Big Picture

Global, M-Commerce transaction value, by segment, 2010-2016

THANKS

Erkan TaşHead of M-CommerceTURKCELL

erkan.tas@turkcell.com.tr

linkedin.com/in/erkantas

@erkan_tas