The document discusses the emerging market of 3G mobile marketing in Turkey. It notes that 3G provides opportunities for brands to engage customers anywhere through features like video calling and streaming. It then analyzes the SWOT of 3G mobile marketing for brands and discusses how the approach will change digital and integrated marketing going forward by allowing for more personalized and interactive campaigns.

1. OKAN DEMİR

2. Part I – Concepts 1.1 Industry Information 1.3 3G Mobile Marketing as a Emerging Market Part II – Emerging Market 2.13G as a Medium 2.2 Features of 3G 2.3 Why 3G Mobile Marketing 2.4 Outshining of 3 – The Internet,Video, Entertaintment PART III – SWOT&Effects of 3G Mobile Markteing 3.1 SWOT Analysis of 3G Mobile Marketing 3.2 Changes in the Marketing 3.3 Changes in the Digital Marketing Part IV - Discussion

3. Growth rate = more than %10 each year In 2009 the market value = 20.9 billions Euro As its market potential is the 6th country in Europe Source : EITO ( *) Information Communication Technologies

4. Source : EITO

5. Source : EITO critically increase in the last quarter

6. Growth rate = more than %10 each year In 2009 the market value = 20.9 billions Euro As its market potential is the 6th country in Europe Source : EITO ?

7. Turkey is the young country Youth are easily adopted to the new technologies Internet and Mobile Phone usage/penetration rate are increasing remarkably 3G provides important marketing oppurtunities for the brands Therefore; The emergence of 3G mobile marketing as a medium of communication will be the key touch point to capture your target when, where, how you want

8. Combines a mobile phone, laptop PC and TV Features includes: - Phone calls/fax - Global roaming - Send/receive large email messages - High-speed Web Navigation/maps Videoconferencing - TV streaming - Electronic agenda meeting reminder. Speed : 144kb/sec-2mb/sec Time to download a 3min MP3 song: 11sec-1.5min

9. Has rich, interactive and valuable advertising content 3G , as a new, potent communication channel establish a one-on-one communication Video as an advertising medium Unique personel communication tool for agencies and advertisers - engage potential customers and deliver measurable results R ight demographic at the appropriate time Zero cost for users, and requires no downloading or additional software

10. The Internet “Viral Marketing, Search Engines, Social Networking Sites” Video “calling-streaming” Entertaining “Advergaming”

11. High Speed of the Internet – download easily - online catalogs Interactivity with HTML and Flash based applications Search Engines, (Goolge-Yahoo etc.) - keywords, sponsorships Online Yellowpages, (Bravoo.com) Social Networking Sites, (Facebook, Youtube...) Viral Effect of the ads

12. A Good Practice; SitOrSquat Iphone Application with Charmin Sponsorship - Procter & Gamble Co.’s Charmin, the nation’s No. 1 toilet paper brand G lobal bathroom directory SitOrSquat Inc. -P&G sponsores its website and iphone application -The aim is to help consumers on the go find the cleanest 55,000 public toilets worldwide - bathroom locations and ratings,hours of operation, handicap accessibility, s howers and availability of changing tables. - Creating buzz is a major offshoot of Charmin sponsorships. - The number of total unique visitors : 1.2 million ; the number of total searches : 7.2 million

13. Then a point comes! Because Mobile Phone is so private, brands have to find the ways with a minimal burden on the user. *Service instead of Advertising is the key to not irritating the customer.

15. Interactivity - Offline ( video-messaging) - Online (Video-conferencing) sponsorships to the callings Push the campaign using outbound video dialing Pull the campaing in an incoming call A Good Idea: To be sponsored a video-conferencing for %50 off of its cost to consumer who is your spesific target market as a brand *Lets word of mouth marketing *Brand image *Delivers your adv. via his/her one of most personel tool

17. Advergamings Application Stores as a Pull Strategy Customized TVs Personal Experience A Good Practice; The Audi A4 Driving Challenge application -S mart phones users are able to view content related to the TT Quattro Sport just t exting a short - code . The content is sent as a self-contained data packet application that ’ s designed to run on 2.5G and 3G smart - phones on UK networks. Viewers can take a tour of the entire car, using their keypads to zoom in on particular features. And play a car-racing with that model. There are also wallpapers available to download and the option to send the content to a friend. (Viral Marketing) - The Audi A4 Driving Challenge application registered 370,000 downloads in the first two weeks of the campaign.

18. STRENGHTS • Ubiquity and instant access via video calling • Maximum interactivity with the user • Viral effect • Rapid video transmission and navigation • Re-recorded and live video campaigns • Unlimited coverage for location-based campaigns • No downloading or special software • Secure communication channel—no virus threats • Minimal investment, rapid ROI • Innovate and differentiate • Micro - segmentation • Campaign management tools • Real-time reporting and tailored reports • 360º campaign data capture WEAKNESSES Too much ads traffic for potential customers Limited numbers of allowed user The mobile internet is not yet mass market High Costs of Licensing User experience with the Internet on mobile not ideal -- screen size, keypad and slow network speeds Fate depends on 3 major carriers Tukcell,Vodafon,Avea Inadequate outreach to advertising agencies and media buyers

19. Opportunuties Gives legs to other channels -- store, online, television, radio, print and billboards Mobile is the future -- no, the present -- of database marketing. Marketers must have mobile loyalty program to complement online and offline Benefit from marketing dollars pulled from television, print and radio toward more measurable, ROI-driven media, a.k.a., the Internet and mobile Mobile advertising subsidizes content and services for consumers who understand the tradeoff 3G Mobile Marketing is where Internet Marketing was before now More quality content on mobile as publishers launch mobile editions. More room for targeted ads Mobile marketing jumpstarts mobile commerce sales Threats Per mission marketing principles can be ignored Privacy should be respected

20. Convergance of marketing tools (software, telecommunication, broadcasting etc.) Fully integrated marketing communications Online Media rather than Offline Media Viral Effect M easure campaign effectiveness Reporting and Feedback Effective CRM applications Detailed demographics Increase in competition Push &Pull strategies for the campaigns -Application stores as a pull strategy

21. From promotional marketing to interactivated marekting Not only SMS but video-messaging&conferencing Flash based applications Differentiation’s importance Acquisition Rate Advergaming Lower: Cost Per Acquisition/Action Cost Per Click Importance of Social Communication Web-sites ( Facebook, Myspace, Youtube ) Search-engines’ importance

22. FROM TO Digital Marketing Now • Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text) • Search (SEM, SEO) • Mobile ( Interactive Communication – SMS, MMS, Wap-Banner, Wap-site, Video, Games,3G ) • Social Media • E- commerce • E-CRM • Digital PR Digital Marketing in 5 years 3G Mobile Marketing - Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text) - Search (SEM, SEO) - Mobile ( Interactive Communication – SMS, MMS, Wap-Banner, Wap-site, Video, Games,3G ) -S ocial Media • E- commerce • E-CRM • Digital PR

23. No, It does not But , it can be much more effective If you consider these 3 main issues; • Content: Mobile phone content should have a clear role within a wider campaign and it should be produced specifically for mobile phones, not repurposed from other channels. • Interaction: Extensive prototyping and user studies are required to ensure mobile interaction is quick and easy, with minimal burden on the user. • Directness: Mobile messages should be considered direct communication, personalized, with a strong call-to-action and reason for being .

24. THANK YOU And Questions?