Turkcell TechnologyMobile Advertising Platform

August, 2010

CONFIDENTIAL

Conventional Mobile Advertising Ecosystem

Advertisers

App Developers

Ad Space Owners

Ad Networks

Mobile operator only the enabler.

SMS, MMS, WAPpush

Agencies

ADinAction – Mobile Advertising Platform

Advertisers

Ad

Spac

e O

wne

rs

App

Developers

Ad Networks

Agencies

ADinAction brings the mobile operator to the center of mobile advertising

CONFIDENTIAL

Ad NetworksMobile TV

SmartphoneApplications

Web/WAP Sites

Ad-funded Mobile Services

Augmented Reality Customer Data •Segment•Usage data•Demographics•Interests•History•Permission•Location

ADinAction – Multi-platform Advertising

CONFIDENTIAL

Centralized control

Sophisticated Targeting

Monitor Results

Different roles & pricing options

Define ads to have click actions

ADinACtion - Value

CONFIDENTIAL

A new channel for mobile marketing and much more!

ADinAction - Augmented Reality

A bunch of differentiated services by overlaying of predefined digital content on top of real time footage:

Location based, object based advertising, Live newspaper Latest news and promotions in footage area

Get stores information, watch the advertisement

Start a video call

CONFIDENTIAL

ADinAction - Location Info Server

Cost-effective location provider for Location Based Services Open third party interface

Location Info Server (Cell ID & LAC)

Weather

Rental Tracking

Discount Offering

Advertising

GSM Network

CONFIDENTIAL

Facts & Figures

• Brought one leading operator to the center of mobile advertising ecosystem offering the operator’s services as ad channels

• Average return to mass marketing activities: 0.1% return rates achieved as high as 25% with sophisticated targeting with operators’s

subscriber data• Impressions between May 2009 – March 2010: 145 Millions

• Current average: 14 Million ads per month; traffic doubled during the last quarter

• Creating ~90% of the country’s mobile advertising revenues

• Average revenue: 0.025 USD/impression (0.001 USD/impression for admob)

ADinAction

System live since May 2009 (pilot run until January 2010) 13 agencies 588 brands Subscriber reach: 19 Millions

Winner of the “Best Product Development Team” award 2010

http://www.stevieawards.com/pubs/iba/awards/408_2633_20490.cfm

Turkcell Technology Research & Development Inc.TÜBİTAK Marmara Araştırma MerkeziTeknoloji Serbest BölgesiGebze –KocaeliTÜRKİYE

' : +90 (262) 677 40 007 : +90 (262) 677 40 018 : www.turkcelltech.com

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