This document provides an agenda for a presentation. The agenda includes sections on product and service range, value-added services (VAS) products, marketing platforms, platform details, management tools, case studies, VAS details, and vertical services. It also lists many awards the company has received between 2007-2013 for its mobile marketing solutions. The document provides an overview of the various mobile marketing and VAS products and services the company offers to its clients.

2. AGENDA
› INTRODUCTION & AWARDS
› PRODUCT & SERVICE RANGE
› VAS PRODUCTS
› MARKETING PLATFORMS
› PLATFORM DETAILS
› MANAGEMENT TOOL
› PLATFORM MANAGEMENT & CAMPAIGN MANAGEMENT
› CASE STUDIES: WINBACKTONE & TURKCELL TV
› VAS DETAILS
› RBT VERTICAL SERVICES: ARAN KAZAN, FANBASE TONE, CORPORATE RBT
› STATUNE

3. 4play,

4. AWARDS
 Best Service Provider Turkcell 2013
 Best Consumer Application Turkcell 2013
 Deloitte Technology Fast 50 Award Turkey 2013
 Best Service Provider Turkcell 2012
 Best Mobile Campaign MMA with 41-29 in 2011
 Best Service Provider Turkcell 2010
 Best Usage of Mobile Media MediaCat Felis Awards 2009
 Best Mobile Campaign Marketing Turkiye Grand Interactive Awards 2009
 Silver Partner Turkcell 2009
 Best Mobile Campaign Kristal Elma with Rabarba 2009
 Best Mobile Advertising Service GSMA in 2009
 Best Innovative Service VisionGain in 2009
 Best Ad Campaign Meffys Mobile Entertainment Awards in
2009
 Best Mobile Campaign Grand Interactive Awards with Pharos
2009
 Best Partner Turkcell in 2008
 Best 3G Project with SiDo24 Turkcell in 2007
 Best Content Provider Turkcell in 2007

5. AWARDED BY

6. PRODUCT
& SERVICE
RANGE

7. I. VAS PRODUCTS: Design, creation, operation and marketing of VAS products.
• RingBack Tone Product & Category
• Mobile Application & Services
II. MARKETING PLATFORMS:
• Event Based Real Time Segment Based Campaign Management Platform
• Mobile Marketing Platforms
• WinBackTone Platform
Product & Services

8. The following are the RingBackTone vertical products to increase VAS revenues:
o Statune (Trending service 100K+ paid high valued app user in 3months)
o Aran Kazan (Lottery platform 500K unique users creating 3mio$ revenue/yr)
o Fan Base Tone (100K+ paid fanatic users creating 2mio$+ revenue/yr)
VAS Products – RBT

9. Providing integrated solutions on mobile with social media, GSM infrastructure in the focus
of user experience at multiple platforms.
VAS Products – Apps & Services

10. o Easily configuring campaigns in a day.
o Event based actions for different customer
types. (tariff, club etc)
o Campaigns in a verity of churn, upsell,
acquisition to VAS, voice, DATA users.
Marketing Platforms
o Offer optimization tool to optimize right
communication via SMS.
o Flexibility adopt new attributes.
o References:
• Turkcell TV
• Çalarken Dinlet
• Turkcell Müzik
Event Based Real Time Segmented Campaign Platform & Management:

11. o Benefit activations and installments.
o GSM operator, agency, brand link.
o Operational solutions.
Marketing Platforms
o Managing monthly 3Mio+ transactions and
1000+ campaigns, 100+ brands with 30+
agencies of Turkcell.
o References:
• Kampanya Sihirbazı (SME Platform)
• Hep Kazan (SME Platform)
• Katıl Kazan (Large Cooperation Platform)
Mobile Marketing Platform & Management:

12. Marketing Platforms
WinBackTone Platform:
o WinBackTone, the world's first RingBack Tone mobile advertising platform, is a unique and innovative
solution for the advertising industry.
o It is a brand new platform where the customers (subscribers) willingly becomes the advertising
medium by assigning audio advertisements (Ad-RBT) that they actually like on incoming calls.
o By assigning audio advertisements on incoming calls instead of the standard beep beep tone starts
the viral chain whereas customers benefit via operator or associated brand.
o The service links GSM operator, agency and brand with the end-user. The service won Best Mobile
Advertising Service Award in GSMA, 2009.

13. PLATFORM
DETAILS

14. Event Based Real Time attributes such as:
• After a call or SMS.
• When reached to a location or left a location.
• In the defined period of time or in defined intervals/period.
• When consumed DATA.
• When subscribed or unsubscribed a service.
• On installments , bill payments or any financial action.
A Campaign may very for different audiences such as:,
• Tariffs, loyalty clubs, customer segmentation, post-pre paid usage.
Real Time Event Based Segmented Campaign Management Tool

15. • The platform is built GSM operators to cooperate with large cooperation's to ease their life in terms of mobile
payment, sending mass SMS, distribution of mobile benefits, giveaway movie tickets service etc.
• Besides all the services integrated, the platform is also eligible to add-on’s that will depend on company’s needs &
wants.
• This platform is placed as a bridge between 100+ both local and international firms, 30+ mobile agencies and users
targeted all over the world.
• The platform is delivering monthly 1000+ campaigns and 3Mio+ gifts and GSM benefits to end users, and managing
customer experience in the pre defined formats.
• Reporting and operational excellence is provided with in the platform service.
Platform Management
Large Cooperation's Management Platform

16. o SME Platform is built for enterprises to create and manage their own mobile campaigns with few and
easy steps and without needing any other tool.
o Enterprises become a member, easily pick gifts that fits to their budget, giveaway their customers
airtime, SMS and/or data package, therefore increase their sales.
• All enterprises can use SME platform.
• Using the system, enterprises pick the gifts to giveaway free to their customers by
choosing the type (airtime/SMS/Data) and amount and start a campaign.
• For the gifts picked while creating the campaign, gift code is generated and sent those
over to campaign as scratch cards.
• Enterprises giveaway the scratch cards to their customers.
• Customers send the code on the card to via SMS and the related gift is assigned.
• The platform is also able to deliver points to give flexibility to enterprises and users.
Points can also be managed by the platform and can be used through our online platform.
Platform Management
Small & Medium Sized Enterprises Management Platform

17. Design: We produce campaigns according to current needs and demands of partners or create and improve an idea with our product
development team. First step is constructing the workflow of campaign, following steps, checking all possible cases related to campaign
flow and searching possible loopholes and frauds by business analysts, then delivered to our technical development team.
Development: Our technical development team goes over work flow of campaign, starts to reconstruct and develop the structure of
campaign using the most suitable platforms and codes
Test: After our technical development team is done with development of campaign, they test the structure and check possible technical
errors. Afterwards, test team handles product/service and they recheck the whole structure and cases as end-users’ experience.
Deliver: When test team completes second phase of the tests, product/service activation is set to our Partner for third and last test. Our
Partner tests and affirms product/service before launch of a campaign.
Marketing: According to the requires solutions, best possible moves are made using tools such as SMS, MMS,
WAP/WEB Affiliate, AdSense, Facebook Install etc.
Campaign Management

18. • TonlaKazan , the world’s first RingBack Tone mobile advertising platform, is a unique and innovative solution
for the advertising industry. It’s a service that mixes web 2.0, RingBack Tone technology and media all in one.
• Subscribers win free credits & airtimes according to how many times they made people listen to the audio
advertisements via RingBack Tone while brands promotes it’s ad as subscriber willingly becomes the
advertising medium.
 Tone&Win has reached 1.000K users. 40% of users are between 19-35.
 A user delivers Brand jingles’ to 5 people everyday. Monthly unique reach rate is over 30 people.
 200+ campaigns have maid with 100+ brands.
 Average user listens 12 seconds of brand message.
WinBackTone
Turkish Market Case (Tone & Win)
* http://blog.tonlakazan.com/en

19. “Many people are surprised at quite how successful mobile marketing is in Turkey. Turkcell (the main
operator) has consistently been pushing the envelope of innovation to such an extent that it is actually
one of the most successful market in the world, easily holding its own and even exceeding territories
which have an argualbly more sophisticated marketing ecosystem. Turkcell is policing this element very
well, giving rise to an interesting and promising model for brands to interact with Turkey’s mobilistas.”
Russell Buckley
MMA Global Chairman
Admob Vice President of Global Alliances
WinBackTone
Turkish Market Case (Tone & Win)
* http://mobhappy.com/blog1/2009/01/22/mobile-advertising-innovation-in-turkey/

20. Turkcell TV is an IP TV platform; enables its customers to broadcast 54 national TV channels, watch TV
series & movies and also rent movies.
Turkcell TV Platform Management
Turkish Market Case (Turkcell TV)

21. 4play owns and manages the infrastructure to launch Turkcell TV campaigns.
Turkcell TV Platform Management
Turkish Market Case (Turkcell TV)
o Churn Campaign: When Turkcell TV subscribers (has
Starter/Standard/Cinema package) would like to
CANCEL the subscription, in order to dissuade the
cancellation, different offers are made to decrease
churn ratio. (6%+ churn improvement)
o Upsell Sales: A system developed for fremium users to
continue as regular users when offer ends.(Monthly 5+
campaigns)
o New Campaigns: New campaign requests’
evaluation, development and launch. (Monthly 8+
campaigns)
o Campaign Promotion via SMS: SMS (text is
customized for each campaign) are sent to
segmented users. (Monthly approx. 6mio SMS)
o Promocode Campaign: Promocode sending to
listed users by operator to give gift to increase
retention and loyalty (ie: 1 free movie) (Increase
usage weekly approx. +100K users)
o Reporting: For each campaign, customized daily &
cumulative reports are sent in the desired format.
o TVOD Movie Selling: Improvements have made for
singular movie sales.

22. VAS
DETAILS

23. • AranKazan
The idea is simple; subscribers gain one sweepstakes chance for every call they get. So, more calls
mean more chance for the big prize.
• FanBase Tone
What the user needs to do is to text a specific keyword to FanBaseTone's short SMS number. The
related RingBack Tone content will be automatically assigned to the user's phone and it will be
activated only on the specific time regarding the event.
• Corporate Tone
Corporate Tone provides you a brand new advertising channel by turning a random phone call into
an effective marketing medium. When your employees get a phone call from your customers, the
standard beeping tone will be replaced by an audio ad (Ad-RBT) or your company's jingle.
VAS – RBT Vertical Services

24. • Statune is a mobile app (available on App Store & Google Play) that enables users to tell their callers where they
are, what they are doing and share their status updates without answering their phone.
• When users receive phone calls, as long as the phone rings, calling people hear the selected RBT status
message instead of the standard beep beep tone and therefore they can learn about the user's current status
without even getting an answer from the user.
 Statune is generating with only Facebook Installs monthly 25K incremental users.
 HYPE affect on high end users. User profile is 80% postpaid.
 Average monthly charging per user is 3,2. (On a scale 0 to 4)
 With pending system that is delivered with Statune, 30% of users whose balances are not available for charging
are charged after their first top-up.
Statune

25. Statune

26. İletişim: doruk@4play.com.tr
irem@4play.com.tr
Tel: (+90) 212 265 11 00
Faks: (+90) 212 265 33 00
Adres: Esentepe Mah. Kore Şehitleri Cad.
No:50 Deniz İş Hanı K:2 Zincirlikuyu
Şişli/ISTANBUL
THANK YOU!
4play Mobile Solutions