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.
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
Objectives and Core Topics
This report provides an in-depth analysis of the mobile marketing and advertising sector in Turkey, examining market dynamics, key stakeholders, and emerging trends to assess the growth potential of the industry.
- Analysis of the Turkish mobile market ecosystem and consumer behavior.
- Evaluation of key market players, including operators, ad networks, and agencies.
- Investigation into successful best practices like the "Tone & Win" platform.
- Assessment of future market outlook and the role of mobile applications.
Excerpt from the Book
b. Market Players
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 operations. 588 brands from 37 sectors applied 1200 mobile advertising and marketing campaigns in 2009, in which 21 million Turkcell subscribers have attended. 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 month. Company cooperates with 20 mobile agencies. One of its cooperating partners, the mobile agency “Move”, handles all operations of Turkcell`s WAP Portal, turkcell-im.
Turkcell has its own application portal called “Uygulama Pazari”, whose screenshot is shown on Figure 4. App store was launched in 2008 by Kokteyl (www.kokteyl.com/eng) with Turkcell. Application market stores approximately 1000 applications in 17 categories. Paid apps can be purchased by being deducted from minutes of Turkcell subscriber/or added to Turkcell phone bill.
Summary of Chapters
1. Overview of Mobile Market: This chapter outlines the demographic potential and mobile usage patterns of the Turkish market, highlighting the high smartphone adoption and growing mobile internet interest.
2. Mobile Marketing and Advertising Market: This section details the integration of mobile channels into the marketing mix and identifies the key stakeholders that drive industry growth.
a. Overview: Provides context on how mobile marketing is becoming a vital part of the Turkish media landscape, driven by creative campaigns and high market demand.
b. Market Players: Segments the industry participants into operators, ad networks, and agencies, describing their specific contributions to the mobile advertising value chain.
c. Best Practice - Tone&Win, Turkcell: Examines a successful performance-based mobile advertising case study that rewards users for listening to branded ring back tones.
d. Future Outline: Forecasts industry growth, emphasizing the increasing role of mobile applications, lower taxation, and infrastructure improvements.
Keywords
Mobile Marketing, Turkey, Turkcell, Mobile Advertising, Mobile Network Operators, Ad-funded, Mobile Applications, Digital Agencies, Consumer Behavior, Mobile Internet, Value Chain, Tone & Win, Market Players, Mobile Advertising Networks.
Frequently Asked Questions
What is the primary focus of this report?
The report provides a comprehensive professional overview of the current mobile marketing and advertising landscape in Turkey, focusing on industry trends and key players.
Which entities are the primary contributors to the Turkish mobile advertising market?
The market is primarily driven by mobile network operators, mobile advertising networks, and specialized creative mobile agencies.
What is the central research focus regarding Turkcell?
The research highlights Turkcell as the most aggressive promoter of mobile advertising in Turkey, leveraging its extensive infrastructure, application stores, and innovative campaigns.
What methodology is used to evaluate the market?
The study utilizes empirical data, including market share statistics, campaign performance metrics, and industry case studies, to provide an insider’s point of view.
What is covered in the analysis of the market's future?
The future outlook covers expected growth in mobile application usage, infrastructure developments, and economic factors like lower taxation and increased connectivity.
Which keywords best describe the industry described in this work?
Core keywords include Mobile Marketing, Advertising Networks, Mobile Operators, and Digital Agency collaborations within the Turkish ecosystem.
What is the "Tone & Win" platform?
It is an award-winning, performance-based advertising platform launched by Turkcell that allows subscribers to earn free minutes by listening to branded ring back tones.
Why is Turkey considered a "mobile marketing paradise"?
Due to its tech-savvy young population, high adoption rate of new technologies, and a growing consumption culture that favors mobile-based incentives.
- 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
