Turkcell case, the first ever application portal for operator launched. I was one of the ideator and I was planning this case together with Turkcell and Kokteyl.

1. What has been achieved and how?
• The Turkcell Application store powered by
ForumNokia was launched in October 2008
• Turkcell, Turkey’s leading mobile operator
can now provide a wide range of mobile
applications to a potential 35 Million
customers
• As Turkcell’s trusted partner for quality
applications and services, ForumNokia
managed to deploy 100+ developer
applications within 4 months
• Initiated the come-back of Nokia as the
preferred mobile platform for developers
• The operator successfully implemented their
Value Adding Service with attractive data
plans, and ultimately increased their bottom
line and ARPU
• Created a Win-Win scenario for all parties
involved: Operators, Developers and
naturally Nokia
• The portal is called “Uygulama Pazarı” which
means application market in Turkish
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2. Executive Summary
A new online application market place brings the
work of Forum Nokia developers to 35 million
Turkcell subscribers in Turkey
In October 2008, Forum Nokia’s EMEA Business
Development team reached a significant milestone in
their plans to make Forum Nokia the preferred
partner for mobile developer communities &
operators and confirm Nokia in the Services
business.
Working with Turkcell, the leading mobile operator in
Turkey, and the third biggest GSM operator in Europe
based on subscriber numbers, the Forum Nokia team
helped Turkcell in the creation and launch of their
application market and provide their more than 35
million subscribers, a wide range of mobile
applications.
(Read the full article: NewsHub Article)
Based on the success and excellent results of this
project, this new business model has now been taken Nokia Turkey: “Like Turkcell we also think
as a best practice and implemented with other major that the portal is an important tool for us,
not only for selling devices and applications
operators globally starting with Telenor, Orange, but also for retention where the penetration
AT&T and Telefonica is about 90% already now…. it is a fact that
now we are dominating the Turkcell
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3. Business Case and Results
• Business case for Turkcell: 30% of net revenues
• Business case for Kokteyl: 20% of net revenues
• Business case for developer(s): 50% of net revenues
Distribution of 100 €
• Business case for Nokia: in value chain
• Current subscriber base handsets: VAT (18%) 12,60
• 35 Million Turkcell subscribers SCT (25%) 17,50
• 19 Million Java enabled handsets Treasury Share (15%) 10,50
• 15 Million Symbian handsets TA Share (0,35%) 0,20
• Nokia has the opportunity to gain market share in the market Turkcell (30%) 17,80
with these new services Kokteyl (20%) 11,84
• Since the launch of the application portal Nokia’s two device Content Provider (50%) 29,60
campaigns (totaling more than 35k devices) have End User Price 100,00
outnumbered the competition in Turkcell’s device portfolio
• Since the project has just completed and portal started by
now we can not provide exact figures on increased device
sales and market share
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4. Value for Consumers
Consumer needs:
• Availability of appealing mobile services & applications
• Easy way for consumers to get individually relevant services
Concrete value of this project to consumers:
• The project solved the issues consumers had in finding & downloading mobile
applications by proposing a one-stop shop for all Turkcell subscribers
• Consumers can personalize and customize their devices by selecting and using those
applications and therefore they get more value for investing in a Nokia device
• Consumers get more value for their Turkcell subscription
• We capitalized on the rational and emotional connection that consumers have with their
devices
User experience:
• The easy availability of applications that enhances user experience
How has the project increased customer satisfaction:
• This project increased user experience satisfaction based on the feedback we have
received from the customer (Turkcell)
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5. Innovativeness
Describe the concrete innovative deliverable that your project created
• Totally new way to deliver Nokia developer partners’ applications via operator channel
by creating valuable business for all parties
Does the project provide Nokia with sustainable competitive advantage
• In the current competitive services market, Nokia differentiates from competitors by
delivering local and relevant content into the hands of consumers – more and better
than competitors
• By providing business for Nokia developer community, Nokia make sure the partners
remain and innovate on top of Nokia devices instead of competitors’ devices
Describe how your team used out-of-the-box thinking and how your team has shown
pioneering spirit?
• Because nobody did this before - we made it!
• The team challenged the traditional way of working by transforming the existing
partnership into new distribution and revenue channel
• Considering the challenges with Nokia internal distribution channels, and to counter the
iPhone app store launch, the team saw an opportunity to leverage existing operator
partnerships and transform them into a valuable distribution channel for 3rd party
developers, thus showcasing the multiple business opportunities that Nokia can offer to
developers and re-establish Nokia as the preferred mobile platform for developers.
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6. Value for Nokia
Describe how this project contributed to improve Nokia’s business?
• This project has strengthened the customer relationship to a strategic level
• Reference from Turkcell: “In an environment where all the vendors are launching their application stores, our portal
is very important for us in order to stay competitive. In addition to this we also see this as a main contributor to our
strategy towards convergence gaining importance with 3G.”
• Reference from the local account team: “Like Turkcell we also think that the portal is an important tool for us, not
only for selling devices and applications but also for retention where the penetration is 90%”
• Reference from the local account team: “now we have better relation with our customer”
• Based on the feedback from local Nokia account team and Turkcell there is high expectations to increase Nokia
sales, market share, consumer loyalty and brand preference
Has the project provided new business opportunities for Nokia?
• 80% of the applications on the portal are working only on Nokia devices, hence consumers need to have a Nokia
device to buy and use applications
• Make mobile applications and services obvious on Nokia devices
• Reestablish Nokia as the preferred mobile platform for developers
What is the scalability of the outcome and project results?
• Based on this success and excellent results, this new business model has now been taken as a best practice and
implemented with major operators globally starting with Telenor, Orange, AT&T, Telefonica and T-Mobile.
• One case reference link: Forum Nokia and Orange
Has the project contributed to Employee satisfaction?
• The team is satisfied in proving the win-win scenario for all parties involved; Nokia-Developers-Operators-
Consumers
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7. Implementation
How well did the project meet its targets
• The project exceeded its targets in execution and Here some facts about the portal
deliverables implementation, categories, amount of
applications, price range
• Excellent feedback received from all stakeholders
26 foreign and 7 local application providers
• Very cost efficient project for Nokia: we did not require
any additional budget for the project 190 foreign and 39 local applications in 13
categories
How was the project steered and managed?
Dönem
DATE İçerik Sayısı
APPLICATIONS
• Everything was managed by our team’s own resources Launch 100
• Only necessary relevant face to face meeting with Oct 08
Nov 08
120
142
Turkcell Dec 08 200
• Cost efficient and environmental friendly follow-up Jan 09 212
Feb 09 229
meetings (confcalls and video meetings)
What were the biggest challenges met during the project?
• We didn’t have appropriate tools for this type of project PRICE Aralığı
Fiyat RANGE İçerik Sayısı
APPLICATIONS
which generated additional efforts for the team Demo/Free
0-5 TL
19
11
• As a new approach we faced some internal resistance 5-15 TL 116
15-50 TL 63
50+ TL 3
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