As the market leader, our aim in 2010 was to enable not only our own subscribers, but everybody, to easily experience Turkcell quality; thus we launched the "My Turkcell is Your Turkcell" campaign. In just about one week, more than 1.5 million people had enjoyed Turkcell quality and difference. With our "Thanks" campaign, we offered free minutes for up to three days, from 6:00 a.m. to 6:00 p.m., to our longterm post-paid subscribers in the consumer segment as a "thank you" for the years they have spent with us. We let them know how much we have valued their loyalty to us over the years as Turkcell customers, and cemented that loyalty by providing them with a satisfying present. We continued to offer advantageous offers to meet the needs of our customers with special tariffs and community offers such as for farmers and public employees. The Turkcell Farmer Package, designed to aid Turkey's farmers in increasing their production, attracted widespread interest. We provided not only useful and informative communication offers, but also mobile training programs to raise productivity, location-based daily weather forecasts, local and global news, product-based information, and discounts through co-branded offers.
With local campaigns, we offered several advantages to our customers in rural regions and priority provinces, further expanding our market share in these regions.
In the world of HazırKart (prepaid service), we provided our customers with monthly "Pomegranate Packages", which offer five free units for each unit purchased that included both voice and SMS services.
We made a difference in the transition from units to Turkish lira
We, together with Turkcell Technology, successfully completed the unit-to-TRY transition period, an important IT transformation project. Turkcell conducted the most transparent and seamless transition from units to Turkish lira. One week before the transition date, we announced the Turkish lira fees of our tariffs to all of our HazırKart customers, through SMS , as well as our websites, voice response system, dealers, and call centers. We converted the units remaining on our customers' lines at a higher unit price than the one they had paid to load them, acting on the principle of customer satisfaction. The transition was completely smooth and entirely flawless for 26 million customers. As of April 1, our subscribers were able to view on their screens the amount used, the total, and the remaining amount after each use. We provided assistance for the Turkish lira transition through a dedicated service line and answered all related questions.
As the market leader, our aim in 2010 was to enable not only our own subscribers, but everybody, to easily experience Turkcell quality; thus we launched the "My Turkcell is Your Turkcell" campaign.
We continued to offer more freedom to young subscribers
We introduced an advantageous postpaid tariff to the youth segment and created an alternative to HazırKart, also leading the sector in this area. We diversified our SMS packages, a very important communication tool for youth.
With gnçtrkcll club, we supported and encouraged youth
throughout the year, providing young people with platforms
where they could demonstrate their power
In 2010 Turkcell's youth club, gnçtrkcll, provided total savings of TRY20 million to millions of gnçtrkcll members, through 35 campaigns. We offered free meals at McDonald's and Burger King in different periods, and a free ticket with each ticket purchased at movie theaters, throughout the year. We also supported our young customers with special offers and prices on online shopping. In addition to brand partnerships and price advantages, we reached 440,000 people with 14 activities/sponsorships.
We provided more benefits to our customers with continuing brand
We continued our brand partnerships in 2010, offering numerous advantages to our customers through 65 campaigns that included 35 brands. Two million Turkcell customers gained a total value of approximately TRY53 million in shopping benefits. Customers took advantage of special offers ranging from fuel to food, textiles to transport, and tourism to technology, by using the passwords we sent them. With 2.5 million hits, our "Turkcell Users Win" campaign saved each customer an average of TRY21.
Turkcell Platinum continued to expand privileges
Turkcell Platinum subscribers continued to benefit from various exclusive advantages and privileges in 2010. Platinum subscribers received dedicated support regarding their Turkcell lines and mobile phones from a Special Service Team, who were dispatched to the customer – wherever they were – with related services and products; and with the 24/7 Special Customer Services, which provided a timely free-of-charge response.
Platinum subscribers also benefited from special discounts on their mobile phone bills, VINN 3G modem, and mobile devices; and from home delivery services for any device they desired.
Over the summer, Turkcell Platinum subscribers were given the opportunity to attend Turkcell Kuruçeşme Arena concerts with a guest; they could also attend - again with a guest - special film previews and parties. In addition, Platinum subscribers could participate in Flugtag, the Yeşilçam Awards Ceremony and IF Festival.
Turkcell Platinum subscribers were periodically presented with special discounts and gifts, across more than 10 brands.
We continued to offer advantageous tariffs and packages to our corporate customers
We revamped our corporate tariff structure in January 2010, offering more advantageous packages to our customers and simplifying the options, making it easier to choose the optimal package for employees. We introduced Plus Packages in 2010; these allow our corporate customers to meet all their local voice, data, and SMS needs with a single, pricepredictive tariff package.
In July 2010, we launched Easy Packages to enable our corporate customers to easily allocate lines to employees and business partners. Also launched in 2010, the Italy campaign, Russia-Ukraine campaign, U.S.–Canada package, Saudi Arabia package, and the Great Britain– Germany–France Daily Voice package met the international communication needs of our corporate customers at more advantageous prices. We gradated our international data tariffs to provide our heavy users with data service at more advantageous prices.
We provided special advantages to different professional groups
With the objective of meeting the communication needs of craftsmen within a single package, we introduced the İşTcell Craftsman Package, treating them as corporate customers and offering them corporate advantages.With the objective of meeting the communication needs of craftsmen within a single package, we introduced the İşTcell Craftsman Package, treating them as corporate customers and offering them corporate advantages.
Following the 2009 launch of its first packages for self-employed individuals like physicians, lawyers, and pharmacists, İşTcell focused on real estate agents in 2010. We addressed the needs of these leading groups in the self-employment sector and accordingly enhanced offers for these clubs. Family doctors who are affiliated with the İşTcell Doctors Club benefit from discounts, with a mobile application specifically designed for them, while all member doctors have free access to the WAP portal that contains customized information and applications. Real estate agents affiliated with the İşTcell Real Estate Agents Club can post discounted ads on the website at sahibinden.com, while attorneys affiliated with the İşTcell Lawyers Club have discounted access to UYAP (National Judicial Network Project) using their mobile signature.
We provided total benefits of TRY18 million to 30,000 corporate customers with the İŞTEK AZAN program. Contracted brands recorded a total turnover of approximately TRY219 million as of year-end 2010.
We provided total benefits of TRY18 Million to 30,000 corporate
customers with the İŞTEKAZAN program
We launched our corporate loyalty program, İŞTEK AZAN, on March 1, 2010. The program provided our corporate customers with savings of up to 50 percent on expenditures including food, fuel, cargo, office materials, insurance, finance, security, transport, software, hardware, meetings, hotel accommodation, training, advertising, Internet, and technology.
30,000 companies gained total savings of TRY18 million through discount contracts signed with more than 30 different brands across different sectors; contracted brands recorded a total turnover of approximately TRY219 million as of year-end 2010.
On November 23, 2010, we organized the first İŞTCELL Technology Summit, with the theme of "Opportunities to Make a Difference in your Business with Mobile Technologies." Notable speakers included world-renowned technology gurus Geoffrey Moore and Don Tapscott, as well as Turkey's top brand managers, who met with our corporate customers.
We provided more advantages to our customers through our corporate
loyalty program, İŞTECEP
The corporate loyalty program with contracts, İŞTECEP , produced a catalog with 26 alternatives in total, including 29 offers and 12 device options from all manufacturers, with the launch of 11 new offers introduced in September and November 2010. İŞTECEP provided more advantages to our corporate customers with an increased number of gifts.
We made a difference to the special needs of our customers through
corporate solutions and increased their efficiency
As the leading communication and technology company in Turkey, we endeavor to fully understand the needs of our corporate customers, and maximize their efficiency in terms of business-team, assets and customer management, with tailor-made mobile solutions. Accordingly, in 2010, we introduced approximately 5,000 initiatives to meet the needs of small, medium and large companies. We helped our corporate customers to reduce their operating costs, increase their efficiency, and make a difference among the competition.
We made a difference to the special needs of our customers through corporate solutions and increased their efficiency.
As a Total Telecom Solutions Provider we continued our
investments in more advantageous services for our customers
We embarked on our goal of becoming a Total Telecom Solutions Provider ("TTSP "), and will provide our total solutions from a single source. Our product and service catalogue, expanded with our transition project, will provide our customers with faster and more global solutions, with more advantageous total costs and higher service quality. After this transition, we will provide the business world with total solutions through our voice (mobile, fixed), internet (mobile, fixed), end-to-end communication, network, and data center services and corporate applications within our revised product and service catalogue.
We position a variety of office products and offers to comply with all
office needs, most notably voice and Internet services
Accordingly, on the office mobile voice service side, we enhanced the FCT voice (Ekomini) package contents for both local and international calls and created Ekomini offers with free devices in 2010. With these voice packages, we helped our customers to reduce their fixed phone expenses by at least 65 percent.
Within the Total Telecom Solutions Provider, we designed a first joint offer by Turkcell and Superonline.
Within the TTSP , we designed a first joint offer by Turkcell and Superonline and provided ADSL and 3G together for SO HOs (small offices/ home offices) through the Corporate Solution Centers. We introduced an automatic 3G backup service with a VINN device attachable to the ADSL modem and provided companies with uninterrupted communication. We drew up a Service Level Agreement (SLA) for the infrastructure of the "Corporate Package Data Access" and added value for our corporate customers, thus increasing their satisfaction. In addition, with an unlimited 3G Backup package, we meet their need to back up land lines and switch to 3G technology. We delivered data traffic at its second level through L2TP tunneling to those of our customers who requested it, thus taking the first steps into the "Buy and Sell" model of mobile Internet; this will begin entering our lives through Virtual Mobile Operators in the near future.
In the world of mobile Internet, we broke new ground throughout 2010. We provided VINN owners with cost control options, with packages that discontinued when the first limit was reac- More Advantages hed, and offered unlimited Internet packages with a fair use policy. With our bulk purchase advantages, we gave special discounts to users who immediately made further commitments with us.
We continued to deliver technological advances and innovations to our customers via
our digital platforms
We continued to employ a number of new technologies and launched micro-sites and demos, including micro-websites with video productions, demos on our services, and applications utilizing social media tools as well as through the use of interactive media. In 2010, we introduced many new micro-sites and demos.
The Facebook "100 Things To Do While You Are Young" page created within the context of "100 Things To Do While You Are Young" campaign became a video sharing platform during the campaign period. This page then became an interactive communication platform for the sharing of the movie, music and entertainment content of gnctrkcll, and the communication of gnctrkcll campaigns. This page has the highest subscriber number of 350,000 among Turkish brands.
With www.turkcellliningucu.com website, we created a platform for our subscribers to enable them to create their own videos interpreting our coverage theme song. We then broadcast our selected submissions on TV as an advertisement.
Gnctrkcll club designed an engaging micro-site, www.iliskininadinikoy.com, for Valentine's Day, using Facebook Connect. A micro-site directed towards the gnçtrkcll audience, www.gnctrkccsessizsinema.com, which is an entertaining micro-site with a video-based online charades game, was launched in March 2010.
We also completed the design of the home and sub-page for Gezenzi, Turkcell's locationbased mobile micro-blogging service, and launched www.gezenzi.com in 2010.
We offered Turkcell subscribers who wished to participate in the "Turkey's Got Talent" television show an opportunity to post their videos online. A jury evaluated videos posted on the www.turkcellleyeteneksizsiniz.com website that met predetermined criteria; those selected by the jury showcased their talent on the television show.
Mobile Marketing team qualified to the finals in six categories of the Global Mobile Marketing Awards; and published the first Mobile Marketing book in Turkey in cooperation with McGraw Hill.
We provided more advantages with Mobile Marketing
In 2010, we developed 1,600 projects with 353 different companies across 50 assorted sectors within our mobile marketing service, which always provides more advantages. In Europe's largest permission-based database, 11.4 million people received various benefits. With 700 million advertisement impressions realized in the year, sponsored free packages benefited 4.4 million people. Mobile Marketing team qualified to the finals in six categories of the Global Mobile Marketing Awards; and published the first Mobile Marketing book in Turkey in cooperation with McGraw Hill.