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

4play,

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

AWARDED BY

PRODUCT & SERVICE RANGE

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

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

Providing integrated solutions on mobile with social media, GSM infrastructure in the focus of user experience at multiple platforms.

VAS Products – Apps & Services

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:

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:

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.

PLATFORM DETAILS

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

• 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

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

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

• 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

“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/

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)

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.

VAS DETAILS

• 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

• 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

Statune

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

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