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
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