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Emerging Markets Case Studies Collection
ISSN: 2045-0621
Online from: 2011
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Mobile marketing at Turkcell: Turkey's leading mobile operator
| Title: | Mobile marketing at Turkcell: Turkey's leading mobile operator |
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| Author(s): | Aysegul Toker (Professor at Bogazici University, Istanbul, Turkey), Kaan Varnali (Assistant Professor at Istanbul Bilgi University, Istanbul, Turkey), Cengiz Yilmaz (Professor at Bogazici University, Istanbul, Turkey) |
| Citation: | Aysegul Toker, Kaan Varnali, Cengiz Yilmaz, "Mobile marketing at Turkcell: Turkey's leading mobile operator", Emerald Emerging Markets Case Studies Collection, (2011) |
| Keywords: | Advertising, Marketing, Mobile communications systems, Telecommunications, Turkey |
| Article type: | Case study |
| DOI: | 10.1108/20450621111122309 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Acknowledgements: | Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. |
| Abstract: | Subject area – Mobile marketing. Study level/applicability – Undergraduate and Graduate levels. Case overview – Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes – Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials – Teaching notes. |
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