Turkcell Mobile Marketing &
Advertising Team
Category: Best Change-Maker

Turkcell Group: Leader in the region
Operations in
8 countries,
62 M subscribers
Belarus
Ukraine
Kazakhstan
Moldova
Georgia
Turkey Azerbaijan
Northern Cyprus
*Turkcell is holding a 41.45% stake in Fintur and through Fintur holds interest in AzerCell, K’Cell, GeoCell and MoldCell.

Turkcell Is A Player In The Forefront
Turkey’s leading provider with 37 million
subscribers. Europe’s 2nd and the world’s 13th
largest operator in terms of subscribers *
First and only Turkish company listed in the New
York Stock Exchange
First and reachest PERM DB reaching 7.6 mio
Tone&Win selected as Best Mobile Advertising
Service in GSMA, 2009
(* Sep 30, 2008)

Turkcell
a leader
in
communication
and
technology

Turkcell Mobile Marketing Timeline
3G
Affiliate
2009
New Ad Media Sponsorships
Wap Banner 22 Product
Co-Branding 2008 MM Emp: 14
Product and Project Dev. Permission Based
Marketing 650 Camp.
2007
Dijital Content 16 Product
Campaign 2006 370 Camp. MM Emp: 12
9 Product MMA: 22
Credits/Airtimes 2005 296 Camp. MM Emp: 9
Campaign 8 Product MMA: 15
2004 167 Camp. MM Emp: 5
3 Product MMA: 12
Sweepstakes
Campaign 2003 78 Camp. MM Emp: 2
2 Product MMA: 8
2002 Project Group
MMA: 4
Revenue ve Ecosystem Development
new and alternative Interactive media with the highest
enabler response rate and
media measurability

Turkey vs Turkcell Mobile Marketing Revenues
$ 260
$ 179
$ 125
$ 91
$ 38 $ 43 $ 51 $ 68

Turkcell Mobile Marketing Products
Display & Ad-funded
Mobile Advertising Sponsored Advertising
BULK SMS/MMS Infotainment
SMS/MMS Packages
Web /Wap
SMS / Wappush
Banner
MMS Tone&Win
Mobile Ticket
IVR Sponsored
Credits/Airtimes
Video
Interactive Menu
Content
Perm DB
Targeted LBS Mobile
Advertising User Text&Win Campaign
Mobile Survey
Generated
Content

Turkcell Mobile Marketing Metrics of 2008
650 projects, 276 brands, 27 industries
Database reached 7.5 million. ( Europe’s largest)
More than 19 million customers have participated.
For new services; TonlaKazan, Targeted IVR, Mobile Ticketing, Ad-funded Info Packages
Co-founder in MMA EMEA Board (2007-2011) and Active member of GSMA Mobile
Advertising &Metric Commitee ( 2008-2010)
Standardization Sustainable reputation
Knowhow sharing Network building
PR opportunities Consultancy

Melis Türkmen, The Top Ten mobiThinkers 2009
“When it comes to mobile marketing, Turkcell
is the envy of the majority, or probably all of
the world’s mobile network operators. Much
of the credit (though she’s too modest to
accept it) for transforming the Turkey’s
largest and Europe’s second largest mobile
operator into a slick and highly effective
marketing machine lies with Melis Turkmen,
the Head of the Mobile Marketing &
Advertising Division.”
Click for more:
Melis Turkmen http://mobithinking.com/sites/mobithinking.com/files/mo
biThinking_mobiThinking%20Top%20Ten_0301_0409_0.p
Head of Mobile Marketing and df
Advertising Division, Turkcell

Organization
Melis Türkmen
MOBILE MARKETING
Media&Marketing Customer & Project Management
Management
CUSTOMER
Elvin Altun Sinem Soydar Tuğba Bilgili
Banu Kargın
Nina Can Evrim Dirik Oya Baltacı Aslı Altun Serdar Özerman
Ozan Koçak Aslı Kaplan Alp Yanık Aymel Tezbaşaran

Associations & Awards
• Associations
• Mobile Marketing Association EMEA Co-founder Member (2007 – 2011)
• GSMA Mobile Advertising, Mobile Metric Commitee Member (2008 – 2009)
• GSMA Mobile Advertising – Messaging Metric Commitee Sponsor (2009)
• IAB Europe, Mobile Advertising Commitee Member
• Awards
• 2009 GSMA, Best Mobile Advertising Service : Tone&Win
• 2009 GSMA, VisionGain MAMA / Best Creativity or innovation in
mobile marketing and advertising Gold Award: Tone&Win
• 2009 GSMA, VisionGain MAMA / Best network for delivery of mobile
advertising and marketing Silver Award: Permission Database
• 2008 Golden Sim Card, Best Value Added Service: Tone&Win
• TESİD, Creativity&Innovation Awards Finalist: TonlaKazan
• 2008 GIA Turkey , 3 Awards: Garanti Turko, Pepsi, Axe & Turkcell
• 2008 Felis Mobile Advertising Award : Adidas & Turkcell Banner
• 2008 MMA Best Mobile Marketing Promotion Campaign : Coke & Turkcell
• 2008 GSMA, Best Mobile Advertising Campaign Nominee : Akbank & Turkcell

Tone&Win: An Award Winner Service!
Tone&Win is the world’s first Ringbacktone
advertising platform
•Over 1 million members reaching 15 Mio people
monthly
•72 campaigns with 50 brands in 2008
•Monthly member increase rate 338%
GSMA Awards/2009 TESİD / 2008
Best Mobile Advertising Service Creative / Innovative Idea Finalist
Meffy’s Awards/ 2009 Altın Sim Kart / 2008
Best Ad Campaign BEST VAS of the Year
Visiongain’s MAMA / 2009 Altın Örümcek / 2009
Best Creativity or Innovation in mobile marketing Best Telecom Web Site by Public
and advertising

Permission Based Marketing
• 7.6 mio opt–in subscribers Visiongain’s MAMA / 2009
Silver Award
• 2009 target is 13 mio Best network for delivery of mobile advertising
Customer and marketing
• Response Rate: %5 - %25 Data
•Transaction
Knowledge •Usage Data Data PERM DB
•Demographic collects required
Database •Interest
Collection
subscriber data.
•Location
•SES
Define
Collect Define brand target
ROI & Return Target
Rates Response group using Turkcell
Group data.
Find the
Create&Deliver SMS, MMS,
Right
Create campaign Campaign Wappush,
based on Channel Mobile Ticket,
budget. IVR etc.

Permission Based Advertising Cases
Sana – IVR Mercedes-MMS Akbank – SMS
Scenario: Informing target Scenario: Information about Scenario : Loan Approval via
audience about Sana’s C 180K and collect test drive SMS
campaign and collect requests Target Audience: 300K
information from customer if Target Audience: 13K Response rate: 18%
they have SANA at home or Response rate: %4 Other media: Direct
not Other media:, e-mail, internet Marketing
Target Audience: 15K - web form
Answered Call Ratio: %80
Action Rate: %56

Free Airtime (Sponsored Call) Campaigns
Görsel
Garanti Bank “Bu Mu Bu Mu” Pepsi - Reach Your Dreams PO LPG Campaign
Scenario: New Customer Scenario: Instant credit / airtime Scenario : Retention Campaign
Acquisition Campaign via airtime win. Opportunity to meet Thierry
and mobile content Henry, Chelsea Football Club and Participation: 1.000.000
Fergie.
Participation: 2.000.000 Other media: Radio, direct
Participation: 19.000.000 marketing
Other media: TV, Newspaper
Other media: TV, POP
Görsel

Thank You