Turkcell Tests Mobile Ad Platform

Turkcell Iletisim Hizmetleri A.S. (TKC - Analyst Report) announced the completion of a trial, called TiklaKazan, using MyScreen Mobile Inc.'s (MYSL) patent-pending mobile advertising solution.

TiklaKazan, MyScreen's technology-based solution, was made available to a select group of Turkcell customers, allowing them to participate in the trial for a period of four weeks in exchange for free airtime. Results of the trial were positive, with 82% of subscribers confirming they would recommend MyScreen to a friend. Subscribers also confirmed that they would prefer to see a full-screen advertisement at the end of the call, as opposed to receiving an SMS or MMS.
 
MyScreen's mobile advertising solution helps brand advertisers deliver targeted full-screen advertisements to subscribers at the end of every call, based on their demographic and interest profile. In return, subscribers accumulate rewards for every advertisement viewed on their phone, which can be redeemed for free airtime, downloadable content or value-added services from the telecom provider.
 
Turkcell’s seeks to grow in the Turkish wireless market (which is at least another year away from saturation) through high-quality, valued-added services. Turkcell has a stake in numerous subsidiaries, giving it access to markets such as Cyprus, Kazakhstan, Georgia, Azerbaijan, Northern Cyprus and Ukraine. It acquired an 80% stake (through its subsidiaries) in Belarusian Telecommunication Network.

Despite increasing competition, Turkcell has been able to meet price wars with competitors, which has enabled the company to generate healthy profit margins and cash flow in excess of capital spending needs.

Turkcell Iletisim Hizmetleri A.S. is the dominant provider of Global System for Mobile Communications (GSM) and General Packet Radio Service (GPRS) mobile communications services in Turkey with 37 million subscribers. The company was formed in 1994 and has been operating under a 25-year license since 1998. Its major competitor is Vodafone Group Plc. (VOD - Analyst Report).