2 turkcell
TRANSCRIPT
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Evrim DirikProduct Manager
Mobile Marketing /New Product Development
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First GSM Operator n Turkey, 1994
7,4 Billion $ Investment
Operations in 8 countries
35 Million in Turkey, 58M Worldwide
Infotech Worlds 25.Tech Company
Leader in Mobile Marketing!
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Turkcell & Mobile Marketing
2002
2002
2003
2003
2004
2004
2005
2005
2006
2006
2007
2007
Lipton Ice TeaCampaign
Petrol OfisiCampaign
BP Air timeCampaign
Instant WinCampaigns
New Ad Media
Permission Based
Marketing
Banner
78 Camp4 MMA
167 Camp7 MMA
296 Camp15 MMA
370 Camp20 MMA
enablernew and alternative
media
media with the higheresponse rate andmeasurability
2012
2012
Mobile TV
Search Engin
vi
sion
2008
2008
New Ad MediaTonla Kazan
500 Camp22 MMA
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Mobile marketing sector in Turkey is growing
exponentially...
Source:Turkcell
$ mio
$8,0
$16,0
$25,0
$37,0
$0
$5
$10
$15
$20
$25
$30
$35
$40
2005 2006 2007 2008
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AgendaWhat is TonlaKazan?
Tonics Business Model
Brands Business Model
TonlaKazan Architecture
Mobile Marketing Products
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Turkcell Mobile Marketing Products
Instant Win Campaigns
Permission Based Marketing ( 7.2 Mio )
Location Based Services (CBC)
TonlaKazan
Wap/Web Banner
Sponsorship / Sponsored SMSAd Jingle Content
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Permission Based MarketingPermission Based MarketingPermission Based MarketingPermission Based Marketing
launchedlaunchedlaunchedlaunched in 2006in 2006in 2006in 2006
ddddirectirectirectirect and personal way of communicationand personal way of communicationand personal way of communicationand personal way of communication
highhighhighhigh responseresponseresponseresponse ratesratesratesrates (b/w 7%(b/w 7%(b/w 7%(b/w 7% totototo 25%)25%)25%)25%)
7.27.27.27.2 miomiomiomio optoptoptopt----inininin usersusersusersusers &&&& richrichrichrich databasedatabasedatabasedatabase
targetingtargetingtargetingtargeting:::: right customers (targeting), at the right time withright customers (targeting), at the right time withright customers (targeting), at the right time withright customers (targeting), at the right time withthe right message via rightthe right message via rightthe right message via rightthe right message via right channechannechannechannellll
convenient way for consumers to interact with the brandsconvenient way for consumers to interact with the brandsconvenient way for consumers to interact with the brandsconvenient way for consumers to interact with the brands
measurabilitymeasurabilitymeasurabilitymeasurability
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Interests
Location
SES
Demographic
UsageData
Age Occupation
Sex
Static
Regional
Dynamic
Sport
Internet
Music
Finance
Technology
CarOwnership
MMS
Roaming
Call Types
Java
Wap
SMS
Targeting CriteriaTargeting CriteriaTargeting CriteriaTargeting Criteria
Kampuscell stecell
GNCTRKCLL
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Permission Based MarketingPermission Based MarketingPermission Based MarketingPermission Based Marketing
MMSMMSMMSMMS
SMSSMSSMSSMS
MobilMobilMobilMobileeee VideoVideoVideoVideo
WappushWappushWappushWappush
CBCCBCCBCCBC
Credit Sale
18% Response Rate
MMS + SMS
Societe Generale (Crediver)
Credit Sale
20 % Response Rate
SMS
Acqusition
Red Ticket Sale
12% Response Rate
MMS + SMS
Channels
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SponsorshipSponsorshipSponsorshipSponsorship ---- WeatherWeatherWeatherWeather
15.06.2008ISTANBULSun:19/25 SUNNY,Mon:20/26 PARTLYCLOUDY, Tue:22/28 SUNNY Cooldown with a
refreshing LiptonIceTea!
Weather
SMS subscription
Weather
SMS subscription
Sponsorship space:
20-30 character sponsorship space in
every message of the weather sms
subscription reaching 2,000,000
distinct consumers
Metodology:
Sponsorship sold on a monthly basis
Pricing:
CPM based x frequency factor
Benchmark:
TV program sponsorships
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Petrol Ofisi Mole Game download:
Turkcell-im Game page
Wap Banner AdsWap Banner AdsWap Banner AdsWap Banner Ads
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TonlaKazan..
+ +
TonlaKazan is the worlds first RingBackTone mobile advertising platform.
It is a service that mixes web 2.0, RingBackTone technology and media all inone.
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SubscribersSubscribers
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What Tonics want?
Register via web/wap sites!
Demographic info for profiling
Becoming advertising medium winning!
Consumer Experience
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www.tonlakazan.comSecUnitsWin!
Prepaid Postpaid
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Entering Wap Site Selecting Brand Jingle Balance Check Out1. 2.
wap.tonlakazan.com
3.
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BRANDSBRANDS
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Advertiser Experience
What brands want?
Simplicity and technology meet! Reach as much people as possible!
Decide on the number of people and your budget! How many people they would like to reach via TonlaKazan
Profile of the Tonics selecting their brand jingles.
The advertisers jingle is published as a RingBackTone content on the web
and wap site
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Campaign Reports
XYZ
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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
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Preview Some Branded RBT
More than 40 international & national brand in 15 major sectorsIncluding P&G, Unilever, Coca Cola, British Petrol
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Nominations /Awards
-Best VAS-
-Nominations-
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Thank you