A Brand New Mobile Advertising Platform

1. A Brand New Mobile Advertising Platform

2. About WinBackTone • WinBackTone, the world’s first RingBackTone mobile advertising platform, is a unique and innovative solution for the advertising industry. • This advertising platform is available for every GSM operator which has an infrastructure of RingBackTone service.

3. About WinBackTone • It is a brand new platform where the customers (subscribers) becomes the advertising channel by assigning audio advertisements on incoming calls instead of the standard beep beep tone as an RingBackTone content. • WinBackTone is unique in the sense that it touches consumers on one side and advertisers on the other – two very different groups in terms of interests, concerns and experience, coming together on one common ground • Members win free credits & airtimes according to how many times they made people listen to the audio advertisements via Ring back tone.

4. Turkcell is Using WinBackTone Turkcell(the leading GSM operator in Turkey and the third largest in Europe) has launched the world's first RingBack Tone mobile advertising platform called "TonlaKazan" which is using WinBackTone infrastructure.

5. What is it Really? • When a person ‘A’ calls person ‘B’, the average 10-15 second period is the highest level of perception for person ‘A’. • This is why during the 10-15 seconds holding time, it will be more gainful to spend it by listening to the ring-back-tone advertisement until the caller picks up the telephone.

6. Easy to Use • It is easy to use and it can be used without downloading content. • WinBackTone is independent of handset technology & capability, therefore reaches everyone that says Hello. • It does not bother customer and does not affects the standard mobile call process or the holding time until pick upping the call.

7. Win-Win-Win (Customer & Brand & Operators) • The customer is rewarded in airtime & credits for willingly becoming an advertising medium for the advertising. • The advertisement takes on a form of recommendation because the consumer chooses with advertising to use as a RingBackTone, therefore choosing which advertisement their social network will listen to.

8. Advantages For Mobile Operators • High income and the positive effect of the service on ARPU (average revenue per user) • Increasing the loyalty, Decreasing the subscriber churn rate and gainning new subcribers of Mobile Operator. • Selling a brand new product to corporate clients will create additional retention. • Community based customer management • Being a new micro media helps customers earn additional incentives. • Significant contribution in corporate values in terms of market maker

9. Advantages For Brands • The advertisement takes on a form of recommendation because the consumer chooses which brand to use as a RingBackTone, therefore choosing which advertisement their social network will listen to. • Targeted segmentation • Profiling quality • Measurable advertising media : Duration, frequency, impression, demographics, gsm costs... etc • “Media” with a high frequency reach and viral potential with WOM effect.

10. Pricing Model Budget = (Number of Listening) x (CPL) • Budget: Amount to be spent for the campaign. • Number of Listening: Total number of listening during campaign period of advertisement music assigned to subscribers. • CPL(Cost Per Listening): Listening price of advertisement music for one time. • "Pay less as much as you make listening" is a pricing model based on performance. It is calculated upon number of reached person and listening number of advertisement music.

11. Advantages For Brands • WinBackTone has a performance-based pricing model, Cost Per Listening (CPL) in which advertisers are charged according to the amount of branded RBT that callers hear. • The advertiser receives an in-depth report (during and post campaign) as to who (detailed demografic information) has chosen their jingle, how many times it has been heard, by how many unique users, with what frequency.

12. Advantages For Customer • The consumer is rewarded in airtime & credits for willingly becoming an advertising media for the brand. • Customers meet a different and new concept created by technology and idea, gain new incentives. • It is a service decreasing monthly mobile expenses. • Winback tone users can express themselves dynamically and joyfully.

13. Customer Experience (How the system works for customers) • WinBackTone is a subscription based service which customers can simply subscribe the service with a few easy steps • In short, the consumer becomes an advertising media, choosing which advertisement they want to air to their social community, and winning airtime & credit as a reward

14. Customer Experience (How the system works for customers) • Customers, become a member of WinBackTone via website, wap site or using SMS • Customers simply select the branded music of their choice as a RingBack Tone that they want their social community to hear. • As they receive phone calls from their social community, for every call they receive they win free credit or airtime.

15. Brand Experience(How the system works for brands) • Advertisers decide on how many people (subscribers) they would like to reach via WinBackTone • Submit an advertising jingle/music that they want to air. • The advertising jingle is published as RingBackTone content on the web and wap site • Subscribers choose the jingle & automatically it assigned to the subscribers as a ring back tone. • These Advertising Tones are listened to the people who call the subscribers. • Advertising Campaign starts with first listened tone & finishes when specified total number of listening is succeed.

16. Thank You