Turkcell Technology
Mobile Advertising Platform
August, 2010
CONFIDENTIAL
Conventional Mobile
Advertising Ecosystem
Advertisers
App
Developers
Ad Space
Owners
Ad Networks
Mobile opera...
CONFIDENTIAL
Ad Networks
Mobile TV
Smartphone
Applications
Web/WAP Sites
Ad-funded
Mobile Services
Augmented Reality Custo...
CONFIDENTIAL
 Centralized control
 Sophisticated Targeting
 Monitor Results
 Different roles & pricing options
 Defin...
CONFIDENTIAL
A new channel for mobile marketing and much more!
ADinAction - Augmented Reality
 A bunch of differentiated ...
CONFIDENTIAL
ADinAction - Location Info Server
 Cost-effective location provider for Location Based Services
 Open third...
CONFIDENTIAL
Facts & Figures
• Brought one leading operator to the center of mobile advertising ecosystem offering
the ope...
Turkcell Technology Research & Development Inc.
TÜBİTAK Marmara Araştırma Merkezi
Teknoloji Serbest Bölgesi
Gebze –Kocaeli...
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  • The 7th Mass Media
    The Mobile Phone has been touted as the 7th Mass Media after the Internet and conventional mass mediums.  This should not come as a surprise as Mobile Phones is a very personal possession and provides a direct reach to individuals. In 2006, global mobile advertisements spending accounted around USD$871 million, which was only around 0.19% of total global advertisement spending of USD$450 billion (report by Informa Telecoms & Media).
      However, Mobile Operators globally should be taking Mobile Advertising as a serious new service revenue generator because:
      - Global Mobile Advertising spending is expected to hit USD$13.862 billion in 2011 according to   eMarketer, a digital marketing and media research company.
    - A survey conducted in 2005 by Marketing Sherpa among ad:tech attendees indicated that US online   marketers rate Mobile Advertising as the top tied emerging tactic which they would experiment in.
    - With mobile subscriptions expecting to hit 4 billion subscribers by the end of 2008 and with an     estimated global population of 6.7 billion in the same period of time, it provides a very huge advert   penetration potential.
    - According to Tomi Ahonen in his book “Mobile as the 7th of the Mass Media”, by end of 2007 mobile   phones outnumbers TV sets by 2 to 1, Internet users by nearly 3 to 1 and the total PCs 4 to 1, making it   a very viable media to advertise on.
    - A study by Nielsen Mobile in 2007 shows that more than half of mobile data subscribers (51%) whom   saw a mobile advertisement, responded to it by sending a text-message, clicking on it or calling a   specific number.
    - According to a quote by Morgan Stanley in 2007, 91% of mobile phone users keep their mobile phones   within arm reach 24 hours, 7 days a week and 365 days a year.
      Looking at the key reasons above, the importance of Mobile Advertising as an emerging service cannot be taken lightly.
  • Visual, intuitive and powerful web-based user interfaces
    High performance platform with very low latencies
  • Visual, intuitive and powerful web-based user interfaces
    High performance platform with very low latencies
  • AdinAction

    1. 1. Turkcell Technology Mobile Advertising Platform August, 2010
    2. 2. CONFIDENTIAL Conventional Mobile Advertising Ecosystem Advertisers App Developers Ad Space Owners Ad Networks Mobile operator only the enabler. SMS, MMS, WAPpush Agencies ADinAction – Mobile Advertising Platform Advertisers Ad Networks Agencies ADinAction brings the mobile operator to the center of mobile advertising
    3. 3. CONFIDENTIAL Ad Networks Mobile TV Smartphone Applications Web/WAP Sites Ad-funded Mobile Services Augmented Reality Customer Data •Segment •Usage data •Demographics •Interests •History •Permission •Location ADinAction – Multi-platform Advertising
    4. 4. CONFIDENTIAL  Centralized control  Sophisticated Targeting  Monitor Results  Different roles & pricing options  Define ads to have click actions ADinACtion - Value
    5. 5. CONFIDENTIAL A new channel for mobile marketing and much more! ADinAction - Augmented Reality  A bunch of differentiated services by overlaying of predefined digital content on top of real time footage:  Location based, object based advertising,  Live newspaper  Latest news and promotions in footage area Get stores information, watch the advertisement Start a video call
    6. 6. CONFIDENTIAL ADinAction - Location Info Server  Cost-effective location provider for Location Based Services  Open third party interface Location Info Server (Cell ID & LAC) Weather Rental Tracking Discount Offering Advertising GSM Network
    7. 7. CONFIDENTIAL Facts & Figures • Brought one leading operator to the center of mobile advertising ecosystem offering the operator’s services as ad channels • Average return to mass marketing activities: 0.1%  return rates achieved as high as 25% with sophisticated targeting with operators’s subscriber data • Impressions between May 2009 – March 2010: 145 Millions • Current average: 14 Million ads per month; traffic doubled during the last quarter • Creating ~90% of the country’s mobile advertising revenues • Average revenue: 0.025 USD/impression (0.001 USD/impression for admob) ADinAction  System live since May 2009 (pilot run until January 2010)  13 agencies  588 brands  Subscriber reach: 19 Millions Winner of the “Best Product Development Team” award 2010 http://www.stevieawards.com/pubs/iba/a wards/408_2633_20490.cfm
    8. 8. Turkcell Technology Research & Development Inc. TÜBİTAK Marmara Araştırma Merkezi Teknoloji Serbest Bölgesi Gebze –Kocaeli TÜRKİYE ': +90 (262) 677 40 00 7 : +90 (262) 677 40 01 8 : www.turkcelltech.com THANK YOU !

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