"When it comes to mobile marketing, Turkcell is the envy of the majority, or probably all of the world's mobile network operators," as cited in mobiThinkers 2009 . Turkcell has pioneered three major initiatives; Permission Database, which has reached over 7.8 million subscribers, free airtime campaigns and Tone&Win (TonlaKazan) which was rewarded at GSMA , Visiongain and the Meffys of 2009.

TiklaKazan, MyScreen's technology based solution, was a follow-up to Tone&Win and was 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 very positive, with 82% of subscribers confirming they would recommend MyScreen to a friend. Subscribers also confirmed that 79% would prefer to see a full-screen ad at the end of call, as opposed to receiving an SMS or MMS.

During the trial, approximately 100 advertisements were published; major global and Turkish brands participated in the trial such as, Yemeksepeti, Uludag, Renault, Citroen, Coca-Cola, Mercedes and Pepsi.

"MyScreen provides the most relevant and richest mobile advertising consumer experience. We recognize what an amazing opportunity this trial has been for MyScreen, with Turkcell recently launching 3G services and winning "Best Mobile Advertising Service" at the 2009 GSMA awards for Tonla Kazan, they are quickly becoming the leaders of this rapidly expanding market" said Maurizio Angelone, CEO, MyScreen.

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 and the brand advertiser's relevance to a specific interest. In return, subscribers accumulate rewards for every advertisement viewed on their phone which can then be redeemed for free airtime, downloadable content or value-added services from the telecom provider. Subscribers opt-in to the service and have full control to define which advertisements they find relevant without any interruptions to their normal calling behavior.

"We are very pleased with the initial trial experience with MyScreen. Turkcell's mobile advertising and marketing knowledge/ecosystem and Myscreen's entrepreneurship/technology have shown us the pros and cons for delivering the best application based mobile advertising service for our subscribers," stated Melis Turkmen, head of Mobile Marketing & Advertising Division.