What has been achieved and how?    • The Turkcell Application store powered by      ForumNokia was launched in October 200...
Executive Summary    A new online application market place brings the    work of Forum Nokia developers to 35 million    T...
Business Case and Results• Business case for Turkcell: 30% of net revenues• Business case for Kokteyl: 20% of net revenues...
Value for Consumers    Consumer needs:    • Availability of appealing mobile services & applications    • Easy way for con...
InnovativenessDescribe the concrete innovative deliverable that your project created• Totally new way to deliver Nokia dev...
Value for NokiaDescribe how this project contributed to improve Nokia’s business?• This project has strengthened the custo...
ImplementationHow well did the project meet its targets• The project exceeded its targets in execution and           Here ...
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Turkcell the first ever application portal for operators

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Turkcell, 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.

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Turkcell the first ever application portal for operators

  1. 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 TurkishCompany Confidential1
  2. 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 TurkcellCompany Confidential devices portfolio ”2
  3. 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 shareCompany Confidential3
  4. 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)Company Confidential4
  5. 5. InnovativenessDescribe 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 partiesDoes 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’ devicesDescribe 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.Company Confidential5
  6. 6. Value for NokiaDescribe 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 preferenceHas 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 developersWhat 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 OrangeHas the project contributed to Employee satisfaction?• The team is satisfied in proving the win-win scenario for all parties involved; Nokia-Developers-Operators- ConsumersCompany Confidential6
  7. 7. ImplementationHow 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 categoriesHow 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 3Company Confidential7

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