A NEW MOBILE ADVERTISING PLATFORM
ABOUT TONLAKAZAN <ul><li>Tonlakazan, the world’s first RingBackTone mobile advertising platform, is a unique and innovativ...
<ul><li>TONLAKAZAN is unique in the sense that it touches consumers on one side and advertisers on the other – two very di...
<ul><li>When a person ‘A’ calls person ‘B’, the average 10-15 second period is the highest level of perception for person ...
<ul><li>It is easy to use and it can be used without downloading content. </li></ul><ul><li>Tonlakazan is independent of h...
<ul><li>The customer is rewarded in airtime & credits for willingly becoming an advertising medium for the advertising. </...
<ul><li>Increasing the loyalty, Decreasing the subscriber churn rate and gainning new subcribers of Mobile Operator. </li>...
<ul><li>The advertisement takes on a form of recommendation because the consumer chooses which brand to use as a RingBackT...
<ul><li>Tonlakazan has a performance-based pricing model, Cost Per Listening (CPL) in which advertisers are charged accord...
Advantages For Customer <ul><li>The consumer is rewarded in airtime & credits for willingly becoming an advertising  media...
Customer Experience (How the system works for customers) <ul><li>Tonlakazan is a subscription based service which customer...
<ul><li>Customers, become a member of Tonlakazan via website, wap site or using SMS </li></ul><ul><li>Customers simply sel...
<ul><li>Advertisers decide on how many people (subscribers) they would like to reach via Tonlakazan </li></ul><ul><li>Subm...
<ul><li>Budget = (Number of Listening) x (CPL) </li></ul><ul><li>Budget:  Amount to be spent for the campaign. </li></ul><...
Partnered   Brands Up Until Today Global Brands
Partnered   Brands Up Until Today Local Brands
THANK YOU
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TonlaKazan - A New Mobile Advertising Platform

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Turkcell, the Turkish mobile operator, has launched a new mobile advertising platform called TonlaKazan (Tone&Win). The new service allows Turkcell customers to select a branded ring back tone, and then gain airtime credits when callers listen to the ringback tone.

And, the longer the callers listen to the ringback tone, the more airtime credits are awarded.

4play Digital Workshop, a provider of innovative products and ideas, partnered with Turkcell to develop TonlaKazan.

TonlaKazan will function using a performance based pricing model, Cost Per Listening (CPL), in which advertisers will be charged according to the amount of tones that the callers actually hears.

Turkcell Value Added Services Chief Executive Officer Cenk Serdar said, We have launched the service with major brands like Akbank, Coca-Cola, Digiturk, Garanti Bankasi, Kraft, Nestle, Nivea, P&G, and Unilever.

The service will be available to a limited amount of Turkcell customers during the launch period. Customers can register through Web, Wap and SMS channels. 4play Digital Workshop partnered with Turkcell to develop TonlaKazan.

Serdar added, we are proud of breaking new ground in the advertising industry. We are not just launching a new advertising platform with TonlaKazan, but also a new concept.

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TonlaKazan - A New Mobile Advertising Platform

  1. 1. A NEW MOBILE ADVERTISING PLATFORM
  2. 2. ABOUT TONLAKAZAN <ul><li>Tonlakazan, the world’s first RingBackTone mobile advertising platform, is a unique and innovative solution for the advertising industry. </li></ul><ul><li>It is a brand new platform where the customers (subscribers) becomes the advertising channel by assigning audio advertisements on incoming calls instead of the standard beep beep tone as an RingBackTone content. </li></ul>
  3. 3. <ul><li>TONLAKAZAN is unique in the sense that it touches consumers on one side and advertisers on the other – two very different groups in terms of interests, concerns and experience, coming together on one common ground </li></ul><ul><li>Members win free credits & airtimes according to how many times they made people listen to the audio advertisements via Ring back tone. </li></ul>ABOUT TONLAKAZAN
  4. 4. <ul><li>When a person ‘A’ calls person ‘B’, the average 10-15 second period is the highest level of perception for person ‘A’. </li></ul><ul><li>This is why during the 10-15 seconds holding time, it will be more gainful to spend it by listening to the ring-back-tone advertisement until the caller picks up the telephone. </li></ul>What is it Really?
  5. 5. <ul><li>It is easy to use and it can be used without downloading content. </li></ul><ul><li>Tonlakazan is independent of handset technology & capability, therefore reaches everyone that says Hello. </li></ul><ul><li>It does not bother customer and does not affects the standard mobile call process or the holding time until pick upping the call. </li></ul>Easy to Use
  6. 6. <ul><li>The customer is rewarded in airtime & credits for willingly becoming an advertising medium for the advertising. </li></ul><ul><li>The advertisement takes on a form of recommendation because the consumer chooses with advertising to use as a RingBackTone, therefore choosing which advertisement their social network will listen to. </li></ul>Win-Win-Win (Customer & Brand & Operators)
  7. 7. <ul><li>Increasing the loyalty, Decreasing the subscriber churn rate and gainning new subcribers of Mobile Operator. </li></ul><ul><li>Selling a brand new product to corporate clients will create additional retention. </li></ul><ul><li>Community based customer management </li></ul><ul><li>Being a new micro media helps customers earn additional incentives. </li></ul><ul><li>Significant contribution in corporate values in terms of market maker </li></ul><ul><li>High income and the positive effect of the service on ARPU (average revenue per user) </li></ul>Advantages For Mobile Operators
  8. 8. <ul><li>The advertisement takes on a form of recommendation because the consumer chooses which brand to use as a RingBackTone, therefore choosing which advertisement their social network will listen to. </li></ul><ul><li>Targeted segmentation: vsvsvvssvs </li></ul><ul><li>Profiling quality </li></ul><ul><li>Measurable advertising media : Duration, frequency, impression, demographics, gsm costs... etc </li></ul><ul><li>“ Media” with a high frequency reach and viral potential with WOM effect. </li></ul>Advantages For Brands
  9. 9. <ul><li>Tonlakazan has a performance-based pricing model, Cost Per Listening (CPL) in which advertisers are charged according to the amount of branded RBT that callers hear. </li></ul><ul><li>The advertiser receives an in-depth report (during and post campaign) as to who (detailed demografic information) has chosen their jingle, how many times it has been heard, by how many unique users, with what frequency. </li></ul>Advantages For Brands
  10. 10. Advantages For Customer <ul><li>The consumer is rewarded in airtime & credits for willingly becoming an advertising media for the brand. </li></ul><ul><li>Customers meet a different and new concept created by technology and idea, gain new incentives . </li></ul><ul><li>It is a service decreasing monthly mobile expenses. </li></ul><ul><li>Tonlakazan users can express themselves dynamically and joyfully. </li></ul>
  11. 11. Customer Experience (How the system works for customers) <ul><li>Tonlakazan is a subscription based service which customers can simply subscribe the service with a few easy steps </li></ul><ul><li>In short, the consumer becomes an advertising media, choosing which advertisement they want to air to their social community, and winning airtime & credit as a reward </li></ul>
  12. 12. <ul><li>Customers, become a member of Tonlakazan via website, wap site or using SMS </li></ul><ul><li>Customers simply select the branded music of their choice as a RingBack Tone that they want their social community to hear. </li></ul><ul><li>As they receive phone calls from their social community, for every call they receive they win free credit or airtime. </li></ul>Customer Experience (How the system works for customers)
  13. 13. <ul><li>Advertisers decide on how many people (subscribers) they would like to reach via Tonlakazan </li></ul><ul><li>Submit an advertising jingle/music that they want to air. </li></ul><ul><li>The advertising jingle is published as RingBackTone content on the web and wap site </li></ul><ul><li>Subscribers choose the jingle & automatically it assigned to the subscribers as a ring back tone. </li></ul><ul><li>These Advertising Tones are listened to the people who call the subscribers. </li></ul><ul><li>Advertising Campaign starts with first listened tone & finishes when specified total number of listening is succeed. </li></ul>Brand Experience (How the system works for brands)
  14. 14. <ul><li>Budget = (Number of Listening) x (CPL) </li></ul><ul><li>Budget:  Amount to be spent for the campaign. </li></ul><ul><li>Number of Listening:  Total number of listening during campaign period of advertisement music assigned to subscribers. </li></ul><ul><li>CPL(Cost Per Listening):  Listening price of advertisement music for one time. </li></ul><ul><li>&quot;Pay less as much as you make listening&quot; is a pricing model based on performance. It is calculated upon number of reached person and listening number of advertisement music. </li></ul>Pricing Model
  15. 15. Partnered Brands Up Until Today Global Brands
  16. 16. Partnered Brands Up Until Today Local Brands
  17. 17. THANK YOU

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