Usa Turkey Telecom And Mobile Marketing Advertising Benchmarking Limited Edition

This is the limited edition of the end of benchmark study. Any information in this edition could be found in corporate web sites of companies, quarterly results and blogs based of telecom and mobile marketing&advertising. Mobile Marketing & Advertising Benchmarking Study Evrim Dirik Product Manager Turkcell evrim.dirik@turkcell.com.tr Homepage: www.marketingmyself.net August-September 2009 USA Turkey

Agenda -Aim of the benchmarking study -US Wireless Market • Shortly about the market • Wireline to Wireless • Tier 1 and Tier 2 carriers -US Advertising Market -US Mobile Advertising Market -AT&T Advertising Solutions -Turkish Wireless Market • Shortly about the market • Tier 1 carriers -Turkish Advertising Market -Turkish Mobile Advertising Market -Turkcell Advertising Solutions Page 2

Aim of the study Introducing US and Turkey • Wireless market • Mobile Advertising Market • Ecosystem • Major Players • Revenues Introducing AT&T mobile marketing & advertising services  YellowPages.com ( Web, Wap, iPhone, Search)  Medianet - MediaMall  U-Verse IP-TV  Wi-Fi Introducing Turkcell mobile marketing & advertising services  Perm DB  Tone & Win  Display Banners  Sponsored airtimes & credits / Co-branding Campaigns Page 3

USA Page 4

US Wireless Market • The US subscription penetration was approximately 90.4% at the end of Q209. (CTIA-The Wireless Association) • The U.S. is now is the largest mobile data market, ahead of Japan and China. Verizon’s data revenues are close to $4 billion, while Japan’s NTT DoCoMo is #1. • 3G penetration in the U.S. was around 40 percent during Q209. • Postpaid dominant market. (≈80%) • Prepaid acquisition is the Next Profitable Stage In US Cellular Market Growth. • Sprint, T-Mobile and MVNO business suffer in USA while Verizon and AT&T dominates the market. • 62 Mio Mobile Web + Instant Mess. / 55 Mio Mobile Web Unique Visitors *Source: eMarketer Page 5

Wireline to Wireless Market • ATLANTIC-ACM shows that wireless revenues will overtake all wireline revenues by 2014*. • Verizon to cut 8,000 jobs due to falling wireline revenue by Q209. • Verizon has agreed to sell its wireline assets in 14 states to Frontier Communications. • AT&T Wireline revenue decrease by 18% from Q307=$10,356 to Q209=8,449 Mio. • Carriers attribute the losses in their wireline business to the trend of wireless services and Internet voice providers such as Skype and Vonage. *Source: Atlantic-ACM Report Page 6

US Wireless Market / Q209 Results Tier 2 Tier 1 2009 Q2 Results Cricket Metro PCS T-Mobile Sprint Verizon AT&T Wireless Service Revenue (Mio) $542 $860 $5,340 $7,000 $15,500 $13,250 Wireless Operating Income (Mio) N/A $111 $425 -$314 $4,460 $3,200 Wireless Data Revenue N/A N/A N/A N/A $3.900 $3.400 Wireless Data Revenue/Service Revenue N/A N/A N/A N/A 25% 26% Total Subscribers (Mio) 4.5 6.3 33.5 48.8 87.7 79.6 Blended ARPU $42 $41 $48 $56 $51 $51 Market Share 2% 2% 12% 17% 31% 28% • Tier 2 Boost, Cricket and MetroPCS prepaid-oriented carriers. • $50 unlimited minutes, texting, Internet and push-to-talk is popular. • Up to 26% data revenue of wireless service revenue. • Blended ARPU up to $51 in AT&T and Verizon. Page 7

AT&T Largest provider of local, long distance telephone services in the United States. • Main business areas • Wireline, wireless, IP-TV, Broadband • 1H09 total revenue $61.3, wireless revenue $26 ( 42% of total) • 78.2 Mio Wireless Subs • 16.9 Mio Broadband Sub • 1.7 Mio U-Verse ( IPTV ) Subs by Q209 Results. • The nation's largest Wi-Fi provider, now offering customers access at more than 100,000 hot spots • The nation's largest directory publisher, delivering print directories to 173 Mio. • Exclusive iPhone Carrier. • AT&T is bringing it all together for our customers, from the revolutionary iPhone 3GS to next-generation TV services and sophisticated solutions for multi-national businesses. Page 8

Verizon US #1 Wireless company in terms of number of subscribers • Main business areas • Wireline, wireless, IP-TV, Broadband • 1H09 total revenue $53.5, wireless revenue $23 ( 42% of total) • 34 Mio Wireline Subs • 85.2 Mio Wireless Subs • 9 Mio Broadband Subs • 2.5 Mio FiOS ( IPTV ) Subs by Q209 Results. • Verizon Wireless is on schedule to offer the first commercial LTE-based service in the U.S. in 2010 • Against iPhone AppStore, Verizon Wireless to launch VCast Application Store in Q409. • Microsoft Advertising for online and mobile Verizon Ad Inventory. • Vodafone ownership on Verizon 45% Page 9

Sprint • Main business areas • Wireless, wireline • 48.8 Mio Wireless Subs • First and only 4G Network • Successful launch of Palm® Pre™ • Bought Virgin Mobile to increase the number of prepaid subscribers, Continued momentum in prepaid with Boost Unlimited T-Mobile • Main business areas • Wireless • 33.4 Mio Wireless Subs • Joined Google to form Open Handset Alliance. • Ownership: T-Mobile International AG (Deutsche Telekom) Page 10

US Advertising Market Advertising Market •Total measured advertising expenditures in the first six months of 2009 fell 14.3% versus a year ago, to $60.87 billion. •Internet display (+6.5%) and FSI’s (+4.6%) were the only media to achieve expenditure growth in the first half of 2009 •Automotive, Telecom, Financial Services are the top three advertising categories. Mobile Advertising Market •Ad networks are the major players in the ecosystem. •Display+search advertising in mobile internet are the popular revenue generating products. •CPM and CPC are the popular pricing models for display advertising. •eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, increasing to $1.56 billion by 2013. Page 11

US Mobile Advertising Market Marketing Planning/Buying Agencies plans brands’ mobile advertising media/campaign plan and strategy. Carriers create mobile internet portals and integrated with Ad networks to get mobile advertising revenue. Brands spend mobile advertising budgets to reach customers. Solution providers create mobile advertising campaigns, banners and mobile internet sites for brands. Ad networks integrated with mobile internet sites to sell their inventory and give them revenue sharing. Subscribers see banners and click! Illustration Source: Michael Becker, iLoop Mobile Inc. Page 12

US Mobile Advertising Market - Ad Networks Unique Visitor* / Impression Monthly Major Publishers 45.6 Mio / 3.5 Billion 28.6 Mio / 1 Billion 25.7 Mio / 4.8 Billion 25.4 Mio / N/A 23.4 Mio / 2.3 Billion *Source: Nielsen Mobile Media Page 13

AT&T Advertising Converged Services: Bringing Three Screens to Life Page 14

AT&T Advertising • Three Screen Advertising Strategy • Mobile: AT&T Wireless • TV: AT&T U-Verse • Computer: AT&T Broadband • AT&T Advertising products; • Yellowpages (Publishing/Web/Mobile/iPhone) • MediaNet Mobile Portal • MediaMall, att.net web portals • U-Verse IP-TV • Wi-Fi Advertising • Q209 Advertising Revenue (Online+Publishing) $ 1,231 as 4% of the total revenue, Yellowpages.com Revenue $218 Mio as 18% of the advertising revenue. Page 15

Turkey Page 16

Turkish Wireless Market Facts • Population: 72 million (2nd largest in Europe) • 25% < 14 years of age (Youngest in Europe); average age is 28 • Mobile penetration : 89% Broadband Internet penetration 38% • 3G by July, 2009. • Prepaid dominant market (≈76%) • Only three players market: • Turkcell 57.1% (36 Mio) , Blended ARPU $12.92 • Vodafone 23.4% (15 Mio), Blended ARPU $ 9.44 • Avea 19.6% (12.5 Mio), Blended ARPU $11.37 • Mobile number portability by November, 2008. Page 17

Turkish Wireless Market Carriers • Second largest operator in Turkey with 23.4% market share and 15 Mio subscribers. • Exclusive iPhone carrier. (with Turkcell) • Held by Vodafone Group PLC in 1994 operating in 31 countries with 315,3 Mio subscribers as the biggest wireless comm. company in the world. • Vodafone Turkey Mobile Marketing Activities; • Vodafone Turkey Mobile portal display advertising • Co-branding campaigns with major brands • Text-Win/Credit-Airtimes campaigns with major brands. • Please Call Me SMS service advertising • Third largest operator in Turkey with 19.5% market share and 12.4 mio subscribers. • Established in 2004, 81.37% share is owned by Turk Telekom as the biggest and only wireline company in Turkey. ( Pre-owned by the government) • Aiming to offer wireline+wireless bundles. • Avea Mobile Marketing Activities; • Avea Mobile portal display+search advertising • Co-branding campaigns with major brands • Text-Win/Credit-Airtimes campaigns with major brands Page 18

Turkcell Group: Leader in the region Operations in 8 countries, 62 M subscribers Belarus Ukraine Kazakhsta Moldova n Georgia Turkey Azerbaija n Northern Cyprus Page 19

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 Most admired company and most valuable brand in Turkey First and richest PERM DB reaching 8.2 mio Tone&Win selected as Best Mobile Advertising Service in GSMA, 2009 (* Sep 30, 2008) Page 20

Turkish Mobile Advertising Market Marketing Planning/Buying Agencies / Mobile Marketing Agencies plans brands’ mobile advertising media/campaign plan and strategy. Carriers are the major players in the ecosystem creating mobile marketing and advertising products such as display banner, text&win, credit&airtimes, ringbacktone advertising products. Brands spend mobile advertising budgets to reach customers. Solution providers create mobile advertising campaigns, banners and mobile internet sites for brands. Also act as solution provider, Ad networks integrated with mobile internet sites to sell their inventory and give them revenue sharing. Turkcell is the major ad network in the ecosystem integrating itself with 3rd party WEB/Wap sites. Subscribers are participating to mobile marketing&advertising campaigns. Illustration Source: Michael Becker, iLoop Mobile Inc. Page 21

Turkish Mobile Advertising Market • Operators (mainly Turkcell) and mobile marketing agencies are the major players in the market. • Operators create mobile advertising and marketing products such as; • Display advertising in WAP/WEB • Ringbacktone advertising (Turkcell) • Permission database (Turkcell) • “Please Call Me” (Vodafone) • Sponsored Credit&Airtimes campaigns #1 in terms of revenue. Turkcell Mobile Marketing Metrics of 2009 • 713 projects, 431 brands, 30 industries • Database reached 8.2 million. ( Europe’s largest) • More than 21 million customers have participated. • Co-founder in MMA EMEA Board (2007-2011) and Active member of GSMA Mobile Advertising &Metric Committee ( 2008-2010) Page 22

Turkcell Mobile Marketing Timeline 3G Affiliate New Ad Media Product and Project Wap Banner Sponsorships 2009 Development Co-Branding 22 Product 2008 MM Emp: 14 Permission Based 650 Camp. Marketing 2007 16 Product Digital Content Campaign 2006 370 Camp. MM Emp: 9 Product 12 Credits/Airtimes 296 Camp. MMA: 22 2005 MM Emp: 9 Campaign 8 Product MMA: 15 167 Camp. MM Emp: 2004 3 Product 5 Sweepstakes MMA: 12 Campaign 78 Camp. 2003 MM Emp: 2 2 Product MMA: 8 2002 Project Group Revenue & Ecosystem MMA: 4 Development new and alternative Interactive media with the enabler highest response rate and media measurability Page 23

Turkcell Mobile Marketing Products Display & Ad-funded Mobile Advertising Sponsored Advertising Infotainment BULK SMS/MMS Packages SMS/MMS Web /Wap Banner SMS / Wappush MMS Tone&Win Mobile Ticket IVR Video Sponsored Interactive Credits/Airtimes Menu Perm DB Targeted LBS Advertising Content Mobile Survey Mobile Augmented Campaign Reality User Text&Win Generated Content Page 24

1- Campaign Tools • Text&Win • Sponsored Communication ( Credits & Minutes ) • Sponsored Content • User Generated 2- Advertising Media Permission Based Ad funded Direct Online Display Marketing Content Marketing • Web Banner • SMS-Wappush • Weather • BULK SMS /MMS • Wap Banner • MMS • Finance • Text Link • IVR • Lottery • Thumbnail • Mobile Ticketing • TonlaKazan • Interactive Menu • Sponsored SMS • LBS • Video Page 25

Nestle Chocolate Text&Win Campaign •Campaign Dates: 02.02.2009 – 15.03.2009 •Scenario: Buy Nestle Chocolate, Win 10-20-40 TL Garanti Cash Money! •Other Media: TV, web and POP, outdoor Page 26

Pepsi gnctrkcll Credits/Minutes New Year Campaign •Campaign Dates: 09.12.2008 – 28.02.2009 •Scenario: •Sure win campaign •Every “Pepsi Can” offers 5 credits/ 2 minutes. •Win 2009 credits/ 500 minute every hour. •Response rate: •Largest participation of all times. •Other Media: SMS, MMS, USSD, e-mailing and TV communication Page 27

Online Display Advertising Products - WAP Interactive mobile advertising medium… • Up to 35% CTR, Avg 11% CTR •2.5 mio distinct visitor •90 mio impression/mnt (MSN Turkey 250 mio impression/mnt) •Campaigns with +100 brands  Data collection / request  Download  Click-to-call  Inform / divert Page 28

Online Display Advertising Products - WEB Interactive advertising medium… •+300 mio impression/mint •3.5 unique visitors •Integration with other portals; •Web/Wap portals •IPhone applications Page 29

Permission Based Marketing • 8.2 mio opt–in subscribers by August 2009 • Response Rate: %5 - %25 Targeting Criteria TARIFF Kampuscell, Gnctrkcll, İştecell LBS USAGE DATA MMS, SMS, Roaming SMS/Wappus Java, Call Type, Wap IVR h DEMOGRAPHIC Age, Sex, Occupation Video INTEREST Mobile Internet, Car Ownership, Music Ticket Finance, Sport, Technology LOCATION Dynamic, Static, Regional Socio Economic Status Interactive MMS Menu Campaign Behavior Page 30

Permission Based Marketing – Mobile Survey Response Rate: 3.7% Vision: Participation: 320 Total Duration: 2 Days • To lead a new focus on Market Research. Benefit for Brands: • Market Research in “Top Speed” • No Operational Costs • Targeting • Real – Time Reporting The Scenario: • SMS – Push • Text – Image – Video – Flash on MobileSurvey Platform • Survey Questions • Report & Analysis 1. Do you find the advertising film interesting? 2. Would you watch it again if you saw it on TV? 3. Would you consider to have a desired picture as you plan to have a new credit card? 4. Did you want to have a Flexi Card after watching this advertising film? 5. Did you talk to your friends about this film and the features of the Flexi Card? Page 31

Permission Based Marketing - Cycle Customer Data •Transaction •Usage Data PERM DB Knowledge •Demographic Data collects required Database •Interest Collection subscriber data. •Location •SES Define Define brand ROI & Return Collect Target target group Rates Response Group using Turkcell data. Find the SMS, MMS, Create&Deliver Create Right Wappush, Campaign campaign Channel Mobile Ticket, based on IVR etc. budget. Page 32

Ad funded Content: Sponsorships Goolcell Sponsorships ( CBC ) Ad-funded Packages •Sponsorship msg to the beginning and end •Weather Package: 2.000K of the games •Finance Package: 350K •REACH 8.5 Mio subscribers •Lottery Package: 300K 26.11.2008 17:01 IMKB FB-GS match Istanbul Thur: 24409 USD is at 20:00 on 7/9 Rainy, 1,594 EURO the sports Friday 10/11 2,062 GOLD channel. Cloudy 41,42 Is your Pepsi Stay at Enter&Win ready? Game home? Enjoy wap.isbank.c begins! Pepsi Max! om.tr NOW! Page 33

Ad funded Content: Tone&Win World’s First RingBackTone Advertising Platform • Best mobile advertising service of the year, GSMA, Visiongain and Meffy Awards 2009 • +1.000.000 Members •Reaching 15 Mio/month subscribers •Creating 200 Mio/month inventory •+50 brands, 72 campaigns in 2008. Page 34

Ad funded Content: Sponsored SMS Sponsored SMS ( WebtoPeer ) •Aim to increase web site traffic •Send daily free X SMS Sponsored sms received •WOMM effect •Subscriber Message Length + Ads = 160 Characters Pop-up screen for SMS Interface Link to a web site Page 35

Adinaction Adserver iPhone, Android Applications Video RBT Ad Networks Mobile Survey WEB/WAP Sites Mobile TV TıklaKazan TonlaKazan Page 36

Thank You Page 37

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Usa Turkey Telecom And Mobile Marketing Advertising Benchmarking Limited Edition

by Evrim Dirik on Dec 01, 2009

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