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TRANSCRIPT
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Turkcell, Turkey
success story
THE RACE
IS ON Turkcell launches 3G in record time and secures its leadership in the Turkish market
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one of the first full HSPA+ enabled mobile broadband networks in the world and Turkcell now boasts the best 3G services in the country with speeds of 21 Mbps in the downlink and 5.76 Mbps in the uplink.
Facing fierce competitionDue to regulatory restrictions, the operators were not allowed to take on any new subscriptions in advance of the launch date. Neither could they simply convert existing GSM subscribers to 3G subscribers as each individual had to proactively apply for a 3G agreement. As a result the three operators had to work hard to attract consumers to their networks.
Competition was high but backed up by the widest coverage, fastest network and an extensive marketing campaign, Turkcell was able to attract the majority of subscribers within its coverage area. In just two months the operator sold four times
3G licenses were first awarded in Turkey in November 2008, all three operators applied for a license. As part of the licensing agreement the operators had just three months to launch services to the market. The official launch date was finally set as 31st July 2009 and the race was on.
Turkcell’s challenge was to evolve its network as fast as possible to meet the deadline of the licensing agreement and to beat its competition. Ericsson’s Network Rollout services played an important role in enabling this. Turkcell and Ericsson exceeded the initial target of 1,480 sites with a rollout of 2,000 sites in just four months. As a result, when the time came for the countrywide launch Turkcell was able to make a head start, implementing 20 percent more sites than its closest competitor and launching 3G services across all of Turkey’s 81 cities. The network is
CuSTOmER PROfIlETurkcell started its operations in February
1994, marking the beginning of GSM-based
mobile communication in Turkey. Since
then, it has continuously expanded its
variety of services, improved quality levels
and as a result increased its number
of subscribers.
3G rollout marked the next phase in
Turkcell’s evolution. Now with more than
35.4 million subscribers the operator leads
the market in Turkey and is the third larg-
est GSM operator in Europe in terms of
subscriber numbers. Turkcell is the only
Turkish company to be listed in both the
New York Stock Exchange and the Istanbul
Stock Exchange.
Website: www.turkcell.com/en
Turkcell is one of three operators in the Turkish market and when
rapid Rollout
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By partnering with Ericsson we have been able to gain proven market leadership in the 3G domain.”Cihan Nazmi Biyikli, Radio Network Division Head,
Turkcell, Turkey
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Ericsson AB
SE-164 80 Stockholm
Telephone: +46 10 719 0000
Email: [email protected]
www.ericsson.com
36/213 31-FGB 101 116 Uen A
© Ericsson AB 2010
as many dongles as in the whole of 2008 and Turkcell now boasts 3.5 million 3G subscribers.
Users can now enjoy advanced connectivity for the first time and take advantage of the faster speeds and capabilities that this brings. The introduction of 3G in Turkey offers a whole new selection of services and take-up has been high. Arda Cetiner, Account Manager, Radio Networks, Ericsson adds: “In the first four months Turkcell managed to grab all the addressable population in terms of subscribers with 3G handsets. Now they are running marketing campaigns to boost sales of 3G handsets and increase the potential subscriber base further.”
Proven leadershipAn independent benchmark study has been conducted to certify that Turkcell is the leading 3G operator
in Turkey. Cihan Nazmi Biyikli, Radio Network Division Head, Turkcell, Turkey explains the significance of this: “By partnering with Ericsson we have been able to gain proven market leadership in the 3G domain. This has been especially important to us from a marketing point of view because now we can really position ourselves as the operator with the highest quality network in the country.”
REAl ImPACTSTurkcell has been able to take advantage
of the demand for 3G with the best HSPA
and browsing performance, the highest
network quality and the lowest dropped
call rates in the country. Turkcell is now
leading the way with infrastructure that
guarantees uninterrupted service even at
peak times.
OvERvIEw
CusTomer:
Turkcell, Turkey
CusTomer oBJeCTive
> Modernize the network
> Increase market share
> Improve profitability
eriCssoN soluTioN
> Network Rollout
> Systems Integration
> Training, tuning and overseeing of the network
CusTomer BeNeFiTs
> Leadership in the new 3G market
> Increase in subscriber numbers
> Transformed perception in the marketplace
To find out more about this article contact
Arda Cetiner
Email: [email protected]
Turkcell managed to grab all the addressable population in terms of subscribers with 3G handsets.”
Arda Cetiner, Account Manager, Radio Networks, Ericsson