Analysis of Mobile Marketing and Advertising Sector in Turkey

Professional compact guide from an insider point of view


Research Paper (undergraduate), 2010
12 Pages, Grade: 89

Excerpt

Table of Contents

1. Overview of Mobile Market

2. Mobile Marketing and Advertising Market
a. Overview
b. Market Players
1. Mobile Network Operators
2. Mobile Advertising Networks
3. Mobile Agencies
c. Best Practice - Tone&Win, Turkcell
d. Future Outline

Bibliography

Table of Figures

Figure 1 Mobile Internet Usage in Turkey by December 2009

Figure 2 Mobile Couponing - Gilette Case

Figure 3 Mobile Marketing and Advertising Value Chain

Figure 4 Turkcell App Store "Uygulama Pazari"

Figure 5 Turkcell & Mobile Marketing

Figure 6 Mobile Ad Networks in Turkey

Figure 7 Mobile Internet Sector in Turkey

Figure 8 Size of Turkish Mobile Marketing Industry

1. Overview of Mobile Market

By means of its huge young and tech-savvy population, rapid consumption circulation and fast adoption of the consumers to new technologies, Turkey is one of the countries promising huge potential for mobile industry.

Turkey has the 3rd highest Monthly Minutes of Use (MoU) with 195.7 minutes/month, after France and Ireland in Q1 20101. 75 % of the mobile subscriptions are pre-paid and the rest 25 % is post- paid2.

Consumption culture in Turkey is very independent from the needs. Even a person from low-income group buys Smartphone, which is not affordable for him. 14% of the total mobile handset sales were Smartphone in 20093. By 2009, there were 400.000 iPhone owners and 1 million Blackberry owners4. With the increasing number of Smartphones sales, mobile application market has been developing too. 210.000 users have downloaded at least one iPhone application in 2009.

There are approximately 2,4 million mobile internet users in Turkey (See Figure 1). Besides, widely available wireless points, which is open to use for free, feeds mobile internet usage too.

Figure 1 Mobile Internet Usage in Turkey by December 2009

Abbildung in dieser Leseprobe nicht enthalten

Source: Turkcell (Vodafone and Avea statistics are calculated based on their market shares) Market shares are dated Q1 2010.

2. Mobile Marketing and Advertising Market

a. Overview

Similar to other markets, mobile has been engaged into marketing mix during the last years in Turkey. As the marketing and advertising industry experiences the mobile channel more and more, it will become a vital part of the marketing media mix. However in reference to Mark Wächter`s (Board of Directors at Mobile Marketing Association) statement, which is "Turkey must be the mobile marketing paradise, if your campaigns can`t make it there, they can`t make it anywhere! “ ; Turkey is a creative and productive market for mobile marketing industry.

Mobile marketing has being rather preferred for the companies who apply digital marketing already and mostly by fast moving consumer goods (FMCG) and finance sector. TV is the most used medium to support mobile marketing programs. Share of mobile marketing and advertising among total advertising was % 1 in 20085.

Value added services, mobile content (ringtones, wallpapers, etc.), ad-funded ring back tones, mobile banking, social networking and entertainment WAP portals, text2win campaigns, advergaming are the key drivers of mobile marketing and advertising. Brands mostly prefer advertising through text2win campaigns, free minute promotions, WAP banners, ad-funded ring back tones and branded ringtones, particularly aiming sales promotion. Augmented reality applications will show its potential rather in 2011. Mobile couponing is not very common yet, nevertheless there are practiced applications, which showed great success, as it was in Gilette Case illustrated on Figure 2.

Figure 2 Mobile Couponing - Gilette Case

Abbildung in dieser Leseprobe nicht enthalten

Source: Turkcell Company Presentation, 2009

Largest appliers of mobile marketing and advertising are (Banking) Garanti Bank, HSBC, Akbank, Yapi Kredi Bank, ING Bank; (FMCG and Retail) Coca Cola, Pepsi, P&G, Unilever, Ülker, Nestle, Efes Pilsen, Burger King, KFC, Levi`s, Burn; (Automotive) Audi, Fiat, Ford, Opel, Mercedes-Benz, Citroën, Renault; (Travel) Turkish Airlines, Pegasus Airlines, Atlas Jet; (and Technology) Nokia, Sony, LG, Beko, Arcelik, Digitürk Satellite TV.

Figure 3 shows the value chain and the top players (in each category) in mobile marketing and advertising industry. As the industry is still fragmented, most of the players functions several roles, such as “mobilera” by being a player both as mobile agency and advertising enabler. During the maturation of the market, roles of the players will become more explicit.

Figure 3 Mobile Marketing and Advertising Value Chain

Abbildung in dieser Leseprobe nicht enthalten

b. Market Players

1. Mobile Network Operators

Rather than ad networks, operators and agencies are the major contributors to mobile advertising market. In fact, the operators functions as mobile advertising networks as well. Via on-deck advertising, they are able to achieve high response rates about %2 - %30, which is quite high in accordance with West European countries.

The largest operator, Turkcell, is currently the most aggressive promoter of mobile advertising. One-third of Turkcell`s total revenue comes from mobile advertising and marketing operations6. 588 brands from 37 sectors applied 1200 mobile advertising and marketing campaigns in 2009, in which 21 million Turkcell subscribers have attended7. The biggest mobile marketing operation of Turkcell is its ad-funded ring back tone program, called “Tone & Win”, which is further explained in Best Practice section.

On the mobile display side; whole mobile display operations of Turkcell are held through its WAP portal, turkcell-im, which has 90 million page impressions per month8.

[...]


1 Information and Communications Technologies Authority (BTK), 2010

2 Information and Communications Technologies Authority (BTK), 2009

3 Codec, 2009

4 Codec, 2009

5 Pharos Mobile’s Interview on Pazarlamadunyasi.com, 2009

6 Turkcell, 2009

7 Turkcell`s Interview on Sabah Newspaper, 2010

8 Turkcell Expert Interview, 2010

Excerpt out of 12 pages

Details

Title
Analysis of Mobile Marketing and Advertising Sector in Turkey
Subtitle
Professional compact guide from an insider point of view
College
University of Applied Sciences Giessen
Grade
89
Author
Year
2010
Pages
12
Catalog Number
V162973
ISBN (eBook)
9783640784264
ISBN (Book)
9783640784288
File size
842 KB
Language
English
Notes
Cyprus International University: Mobile Marketing and Advertising Sector in Turkey
Tags
Analysis, Mobile, Marketing, Advertising, Sector, Turkey, Professional
Quote paper
M.A. Asligul Aktas (Author), 2010, Analysis of Mobile Marketing and Advertising Sector in Turkey, Munich, GRIN Verlag, https://www.grin.com/document/162973

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