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Turkcell Teknoloji Product

Turkcell Teknoloji Product

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  • The 7th Mass MediaThe 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 TomiAhonen 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 interfacesHighperformance platform withverylowlatencies
  • Visual, intuitive and powerful web-based user interfacesHighperformance platform withverylowlatencies

AdinAction AdinAction Presentation Transcript

  • TurkcellTechnologyMobile Advertising Platform
    August, 2010
  • ADinAction – Mobile Advertising Platform
    ConventionalMobile
    Advertising Ecosystem
    ADinAction brings the mobile operator tothe center of mobile advertising
    Advertisers
    Agencies
    Ad Networks
    Advertisers
    Agencies
    App
    Developers
    App
    Developers
    Ad Space
    Owners
    Ad Space
    Owners
    SMS, MMS, WAPpush
    Ad Networks
    Mobile operatoronlytheenabler.
  • ADinAction – Multi-platform Advertising
    Web/WAP Sites
    Augmented Reality
    Customer Data
    • Segment
    • Usage data
    • Demographics
    • Interests
    • History
    • Permission
    • Location
    Smartphone
    Applications
    Ad-funded Mobile Services
    Mobile TV
    Ad Networks
  • ADinACtion - Value
    • Centralized control
    • MonitorResults
    • SophisticatedTargeting
    • Differentroles & pricingoptions
    • Define adstohaveclickactions
  • A newchannelfor mobile marketing andmuchmore!
    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
    Start a video call
    Get stores information, watch the advertisement
  • ADinAction - LocationInfo Server
    • Cost-effectivelocationproviderforLocationBasedServices
    • Openthirdpartyinterface
    RentalTracking
    Weather
    LocationInfo Server (Cell ID & LAC)
    DiscountOffering
    GSM Network
    Advertising
  • ADinAction
    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)
    Winner of the “BestProductDevelopmentTeam” award 2010
    http://www.stevieawards.com/pubs/iba/awards/408_2633_20490.cfm
    • System live since May 2009 (pilot rununtilJanuary 2010)
    • 13 agencies
    • 588 brands
    • Subscriber reach: 19 Millions
  • TurkcellTechnologyResearch & DevelopmentInc.TÜBİTAK Marmara Araştırma Merkezi
    Teknoloji Serbest Bölgesi
    Gebze –Kocaeli
    TÜRKİYE':+90 (262) 677 40 007:+90 (262) 677 40 018: www.turkcelltech.com
    THANK YOU !