Company Confidential1

What has been achieved and how?• The Turkcell Application store powered by

ForumNokia was launched in October 2008• Turkcell, Turkey’s leading mobile operator

can now provide a wide range of mobileapplications to a potential 35 Millioncustomers

• As Turkcell’s trusted partner for qualityapplications and services, ForumNokiamanaged to deploy 100+ developerapplications within 4 months

• Initiated the come-back of Nokia as thepreferred mobile platform for developers

• The operator successfully implemented theirValue Adding Service with attractive dataplans, and ultimately increased their bottomline and ARPU

• Created a Win-Win scenario for all partiesinvolved: Operators, Developers andnaturally Nokia

• The portal is called “Uygulama Pazarı” whichmeans application market in Turkish

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Executive Summary

Nokia Turkey: “Like Turkcell we also thinkthat the portal is an important tool for us,not only for selling devices and applicationsbut also for retention where the penetrationis about 90% already now…. it is a fact thatnow we are dominating the Turkcelldevices portfolio ”

A new online application market place brings thework of Forum Nokia developers to 35 millionTurkcell subscribers in TurkeyIn October 2008, Forum Nokia’s EMEA BusinessDevelopment team reached a significant milestone intheir plans to make Forum Nokia the preferredpartner for mobile developer communities &operators and confirm Nokia in the Servicesbusiness.Working with Turkcell, the leading mobile operator inTurkey, and the third biggest GSM operator in Europebased on subscriber numbers, the Forum Nokia teamhelped Turkcell in the creation and launch of theirapplication market and provide their more than 35million subscribers, a wide range of mobileapplications.(Read the full article: NewsHub Article)

Based on the success and excellent results of thisproject, this new business model has now been takenas a best practice and implemented with other majoroperators globally starting with Telenor, Orange,AT&T and Telefonica

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Business Case and Results

VAT (18%) 12,60SCT (25%) 17,50Treasury Share (15%) 10,50TA Share (0,35%) 0,20Turkcell (30%) 17,80Kokteyl (20%) 11,84Content Provider (50%) 29,60End User Price 100,00

Distribution of 100 €in value chain

• Business case for Turkcell: 30% of net revenues• Business case for Kokteyl: 20% of net revenues• Business case for developer(s): 50% of net revenues• Business case for Nokia:

• Current subscriber base handsets:• 35 Million Turkcell subscribers• 19 Million Java enabled handsets• 15 Million Symbian handsets

• Nokia has the opportunity to gain market share in the marketwith these new services

• Since the launch of the application portal Nokia’s two devicecampaigns (totaling more than 35k devices) haveoutnumbered the competition in Turkcell’s device portfolio

• Since the project has just completed and portal started bynow we can not provide exact figures on increased devicesales and market share

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Value for ConsumersConsumer needs:• Availability of appealing mobile services & applications• Easy way for consumers to get individually relevant servicesConcrete value of this project to consumers:• The project solved the issues consumers had in finding & downloading mobileapplications by proposing a one-stop shop for all Turkcell subscribers• Consumers can personalize and customize their devices by selecting and using thoseapplications and therefore they get more value for investing in a Nokia device• Consumers get more value for their Turkcell subscription• We capitalized on the rational and emotional connection that consumers have with theirdevicesUser experience:• The easy availability of applications that enhances user experienceHow has the project increased customer satisfaction:• This project increased user experience satisfaction based on the feedback we havereceived from the customer (Turkcell)

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InnovativenessDescribe the concrete innovative deliverable that your project created• Totally new way to deliver Nokia developer partners’ applications via operator channel

by creating valuable business for all partiesDoes the project provide Nokia with sustainable competitive advantage• In the current competitive services market, Nokia differentiates from competitors by

delivering local and relevant content into the hands of consumers – more and betterthan competitors

• By providing business for Nokia developer community, Nokia make sure the partnersremain and innovate on top of Nokia devices instead of competitors’ devices

Describe how your team used out-of-the-box thinking and how your team has shownpioneering spirit?

• Because nobody did this before - we made it!• The team challenged the traditional way of working by transforming the existing

partnership into new distribution and revenue channel• Considering the challenges with Nokia internal distribution channels, and to counter the

iPhone app store launch, the team saw an opportunity to leverage existing operatorpartnerships and transform them into a valuable distribution channel for 3rd partydevelopers, thus showcasing the multiple business opportunities that Nokia can offer todevelopers and re-establish Nokia as the preferred mobile platform for developers.

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Value for NokiaDescribe how this project contributed to improve Nokia’s business?• This project has strengthened the customer relationship to a strategic level• Reference from Turkcell: “In an environment where all the vendors are launching their application stores, our portal

is very important for us in order to stay competitive. In addition to this we also see this as a main contributor to ourstrategy towards convergence gaining importance with 3G.”

• Reference from the local account team: “Like Turkcell we also think that the portal is an important tool for us, notonly for selling devices and applications but also for retention where the penetration is 90%”

• Reference from the local account team: “now we have better relation with our customer”• Based on the feedback from local Nokia account team and Turkcell there is high expectations to increase Nokia

sales, market share, consumer loyalty and brand preferenceHas the project provided new business opportunities for Nokia?• 80% of the applications on the portal are working only on Nokia devices, hence consumers need to have a Nokia

device to buy and use applications• Make mobile applications and services obvious on Nokia devices• Reestablish Nokia as the preferred mobile platform for developersWhat is the scalability of the outcome and project results?• Based on this success and excellent results, this new business model has now been taken as a best practice and

implemented with major operators globally starting with Telenor, Orange, AT&T, Telefonica and T-Mobile.• One case reference link: Forum Nokia and OrangeHas the project contributed to Employee satisfaction?• The team is satisfied in proving the win-win scenario for all parties involved; Nokia-Developers-Operators-

Consumers

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ImplementationHow well did the project meet its targets• The project exceeded its targets in execution and

deliverables• Excellent feedback received from all stakeholders• Very cost efficient project for Nokia: we did not require

any additional budget for the projectHow was the project steered and managed?• Everything was managed by our team’s own resources• Only necessary relevant face to face meeting with

Turkcell• Cost efficient and environmental friendly follow-up

meetings (confcalls and video meetings)What were the biggest challenges met during the project?• We didn’t have appropriate tools for this type of project

which generated additional efforts for the team• As a new approach we faced some internal resistance

Fiyat Aralığı İçerik Sayısı

Demo/Free 19

0-5 TL 11

5-15 TL 116

15-50 TL 63

50+ TL 3

Dönem İçerik Sayısı

Launch 100

Oct 08 120

Nov 08 142

Dec 08 200

Jan 09 212

Feb 09 229

Here some facts about the portalimplementation, categories, amount ofapplications, price range26 foreign and 7 local application providers190 foreign and 39 local applications in 13categories

DATE APPLICATIONS

APPLICATIONSPRICE RANGE