1. Turkcell’s Tone&Win
First and Best
Mobile Ringbacktone Advertising Platform
10.06.09

2. Turkcell Group: Leader in the region
Operations in
8 countries,
62 M subscribers
Belarus
Ukraine
Kazakhstan
Moldova
Georgia
Turkey Azerbaijan
Northern Cyprus
*Turkcell is holding a 41.45% stake in Fintur and through Fintur holds interest in AzerCell, K’Cell, GeoCell and
MoldCell.

3. 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
First and reachest PERM DB reaching 7.6 mio
Tone&Win selected as Best Mobile Advertising
Service in GSMA, 2009
(* Sep 30, 2008)

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

5. Tone&Win*: An Award Winner Service!
GSMA Awards/2009 TESİD / 2008
Best Mobile Advertising Service Creative / Innovative Idea Finalist
Meffy’s Awards/ 2009 Altın Sim Kart / 2008
Ad Campaign Finalist BEST VAS of the Year
Visiongain’s MAMA / 2009 Altın Örümcek / 2009
Best Creativity or Innovation in mobile marketing Best Telecom Web Site by Public
and advertising
*TonlaKazan in Turkish

6. Tone&Win : World’s first Ringbacktone Advertising Platform
TonlaKazan is the world’s first RingBackTone mobile advertising platform.
It is a service that mixes web 2.0, RingBackTone technology and media all in
one.

7. Subscribers
“TonlaKazan combines the power of simplicity with a value proposition to all involved in the
ecosystem – the advertisers, the consumers, and the operator making it a uniquely successful and
revenue-generating service. Mobile companies around the world should take a look and learn.”
Chetan Sharma
President, Chetan Sharma Consulting

8. Tone&Win : www.tonlakazan.com
www.tonlakazan.com
Logged in to www.tonlakazan.com

9. Tonic Experience
Win Artimes&MinutesReklam as your callers
listen branded RBT…
1. Visitor enters wap/web sites and preview brand 1
jingles
Preview latest branded RBT
2. TonlaKazan member “Tonic” log in to platform
and see branded rbt according to his profile.
3. “Number of Branded RBT” shows how many 2
Tonic could select the content.
Branded RBT according to Tonic profile
4. Tonic could select branded RBT for a week and
RBT subscriber could win up to
start to win airtimes&minutes as he answers
150 units / 40 minutes while
voice call. Non-RBT subscriber could win
up to 90 unites / 25 minutes.
Units are valid for a week in onnet voice calls

10. Tone&Win : wap.tonlakazan.com
1. Entering Wap Site 2. Selecting Brand Jingle 3. Balance Check Out

11. BRANDS

12. Brand Experience
Fantastic reporting!
1. Brand send brand jingle, logo and
budget confirmation doc.
2. Platform profiles Tonics according to
ASL and Education info.
3. Brand Jingle goes online!
4. are charged according to listened
branded RBT over 5 seconds.
5. Platform sends fantastic reports.

13. Brand Experience
Amazing profiling!
1- TonlaKazan platform profiles tonics
according to AGE, SEX, LOCATION and
EDUCATION data.
2- Only selected Tonics could see&select
branded RBT.
3- There is a correlation of %85 between
Callee and Caller profiles. So, targeting
callee’s means targeting callers!
QOS 007 branded RBT was only visible
to Tonics 15+, male living in 25 cities
that shows 007 movie.

14. Pricing Model
CPL (COST PER LISTENING)
Budget= (Branded RBT) x (CPL)
Budget: Total Cost of TonlaKazan Campaign
Branded RBT: Amount of the branded RBT* listened by the
customers
CPL: Cost Per Listening ( Constant for all brands)
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
*Call duration over 5 seconds will be charged

15. Tone&Win Tonic Community
http://blog.tonlakazan.com/ Facebook Fan Pages (Click)
News about latest Tonics become fan!
developments&campaigns
Tonics give comments about
Turkcell’s first blog page campaigns&developments!

16. Tone&Win Architecture
CRM
CRM
TonlaKazan.com
Reporting
1001
APIs
Tonla Kazan Platform Ring Back Tone Platform
Tonic
Fulfillment
Encryption Server
Minutes/ Units PCPM
RBT Istanbul IVR
RBT Ankara IVR RBT İzmir IVR

17. Tone&Win Pepsi Campaign
•Campaign Dates: 15.05.2009 – 31.07.2009
•Scenario: Send the password, get Tone&Win, get 10 units.
Other prizes: 10.000 TL x 1 consumer and 1.000 TL x 10 consumer
everyday
•Expected response rate:
•13 mio SMS/ 3,25 mio unique consumers
•Other Media: TV, web, radio, outdoor, pr activities
•Highlight: First TV+ Tone&Win campaing with celebrity.
Watch TV Ad

18. Tone&Win BP Campaign
•Campaign Dates: 01.04.2009 – 31.07.2009
•Scenario: Buy BP Motor OIL, Win up to 135 credits (Instant Win + Surprise
Win + TonlaKazan)
• Expected Response Rate:
•150K SMS / 110K unique consumers
•Other Media: Press announcement, web, wap, radio, POP and
TonlaKazan
18

19. So far…
More than 500.000members
reaching 15.000.000 people/month
creating 100.000.000 impression/month

20. So far…

21. Thank you