Turkcell’s Tone&WinFirst and Best
Mobile Ringbacktone Advertising Platform
10.06.09
Turkey
Kazakhstan
Azerbaijan
GeorgiaMoldova
Northern Cyprus
Belarus
Ukraine
Operations in
8 countries,
62 M subscribers
*Turkcell is holding a 41.45% stake in Fintur and through Fintur holds interest in AzerCell, K’Cell, GeoCell and MoldCell.
Turkcell Group: Leader in the region
(* Sep 30, 2008)
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
Turkcell is A Player In The Forefront
2002
2003
2004
2005
20062007
Credits/AirtimesCampaign
Dijital ContentCampaign
Permission BasedMarketing
New Ad MediaWap BannerCo-Branding
78 Camp.2 Product
167 Camp.3 Product
296 Camp.8 Product
370 Camp.9 Product
2008Sponsorships
650 Camp.16 Product
SweepstakesCampaign
2009
22 Product
3GAffiliate
Project GroupMMA: 4
MM Emp: 2MMA: 8
MM Emp: 5MMA: 12
MM Emp: 9MMA: 15
MM Emp: 12MMA: 22
MM Emp: 14 Product and Project Dev.
Revenue ve Ecosystem Development
enablernew and alternative
media
Interactive media with the highest
response rate and measurability
Turkcell Mobile Marketing Timeline
TESİD / 2008Creative / Innovative Idea Finalist
Altın Sim Kart / 2008BEST VAS of the Year
Altın Örümcek / 2009Best Telecom Web Site by Public
Visiongain’s MAMA / 2009Best Creativity or Innovation in mobile marketing and advertising
Tone&Win*: An Award Winner Service!
GSMA Awards/2009Best Mobile Advertising ServiceMeffy’s Awards/ 2009
Ad Campaign Finalist
*TonlaKazan in Turkish
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.
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 SharmaPresident, Chetan Sharma Consulting
Tone&Win : www.tonlakazan.comwww.tonlakazan.com
Logged in to www.tonlakazan.com
Tonic Experience
Win Artimes&MinutesReklam as your callers listen branded RBT…1. Visitor enters wap/web sites and
preview brand jingles2. TonlaKazan member “Tonic” log in to
platform and see branded rbt according to his profile.
3. “Number of Branded RBT” shows how many Tonic could select the content.
4. Tonic could select branded RBT for a week and start to win airtimes&minutes
as he answers voice call.
1
2
RBT subscriber could win up to 150 units / 40 minutes while Non-RBT subscriber could win up
to 90 unites / 25 minutes.
Preview latest branded RBT
Branded RBT according to Tonic profile
Units are valid for a week in onnet voice calls
Tone&Win : wap.tonlakazan.com
Entering Wap Site Selecting Brand Jingle
Balance Check Out1.
2.
3.
BRANDS
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.
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.
Pricing Model
CPL (COST PER LISTENING)
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
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)
*Call duration over 5 seconds will be charged
Tone&Win Tonic Community
http://blog.tonlakazan.com/
News about latest developments&campaigns
Turkcell’s first blog page
Facebook Fan Pages (Click)
Tonics become fan!
Tonics give comments about campaigns&developments!
Tone&Win Architecture
CRMCRM
Tonla Kazan Platform Ring Back Tone Platform
RBT Istanbul IVR RBT Ankara IVR RBT İzmir IVR
Reporting
APIs
Tonic
Minutes/ Units PCPM
TonlaKazan.com1001
FulfillmentEncryption Server
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
So far…
More than 500.000members
reaching 15.000.000 people/month
creating 100.000.000 impression/month
So far…
Thank you
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