1. SMART COMMERCE
Mobile Revolution

2. Online & Mobile Turkey
75 M
2 m
7 m
8 m
13 m
36 m
65 m cellular line
internet user
smartphone user
e-consumer
mobile payer (direct operator billing)
nfc phone

3. E-Commerce
Where are the
remaining 28M
People?
 24% (~7M) don’t
want to share card
info
 26% (~9M) don’t
have credit cards
8 m
36 m
e-consumer
internet user

4. Mobile Apps
Behavior…
 Downloading 40 Apps
 Using 15 Apps
Time spend…
 18 % in Browsers
 82 % in Apps
Time spend in Apps…
 42 % for Gaming & Entertainment
 31 % for Social Networks
 27 % for the remaining

5. Selling by Apps
“remaining” means 4 Apps in average.
You have to provide:
 Real Value-Add
 No Barriers
 Perfect User Experience
 Perfect Usability
 Easy Payment
~700K
Current number
of people
purchasing via
Mobile Apps in
Turkey

6. NFCfication
Mobile Phones
• Samsung
• HTC
• Nokia
• Blackberry
SIM Cards
(SIM-Centric)
• Payments
• Transportation
SIM Free
• Entertainment
• M-Loyalty
• Tagging
• Social
MOBILE APPS
Touching to Life

7. NFCfication

8. NFCfication
85% of all POS
terminals shipped
will have contactless
in 2016, up from
10% in 2010

9. the Idea of Mobile Wallet
 No need for Physical Cards
 Solution for the Unbanked
 Easy & Secure Online Payments
 Easy & Secure Retail Payments
 Easy & Secure Utility Payments

10. However…
“In the future, revenues will come
from services around
payment, instead of payment itself.”

11. 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

12. M-Loyalty
 Loyalty Cards
 Coupons
 Location Based Services
 In-Store Experience
 Personalization
 Socialization
 Gamification
 Next-Gen Mobile Marketing

13. M-Loyalty
BRANDS
Current Platform
feedback
Online
Platform
M-Loyalty

14. In-Store Experience
14
Welcome
Erkan!
Personalized
Shopping
1
%30 off for iPhone
accessories this
week!
2
In-Store Marketing
Just won
100 Turkcell Points
for your visit!
3
In-Store Loyalty

15. Retail Analysis
Gas / Oil, 4201
Apperal, 1228
Fast Food &
Coffee, 1189
Supermarket, 811
Consumer
Electronics, 426
Cosmetics, 391
Home Appliences, 272
Sportswear, 179
Department
Store, 173
Book Store, 115
Home, 68
Entertaintment, 49
Toys, 30
Mall Operator, 28 Accessories, 20
Gas / Oil
Apperal
Fast Food & Coffee
Supermarket
Consumer Electronics
Cosmetics
Home Appliences
Sportswear
Department Store
Book Store
Home
Entertaintment
Toys
Mall Operator
Accessories
Total number of stores for biggest 2-3 brands in each area

16. End-2-End
Easy & Secure
Online & Retail
Payments
Value Added
Shopping
Easy & Secure
Banking & Utility

17. Telco&
Banking'
Public'Transport'E"Commerce)
Retail'
Big Picture

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

19. THANKS
Erkan Taş
Head of M-Commerce
TURKCELL
erkan.tas@turkcell.com.tr
linkedin.com/in/erkantas
@erkan_tas