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Acision, the global leader in mobile messaging, today announced the deployment of its award-winning*, personalised messaging platform, Acision Message Plus, at Turkcell (NYSE:TKC, ISE: TCELL), the leading communications and technology company in Turkey. Acision Message Plus enables Turkcell’s customers to enjoy innovative messaging services that enhance the functionality of traditional SMS with features such as (online) message archiving, message delivery control (copy/forward), black and white list creation, and SMS auto signature, providing an enriched user experience and service differentiation for Turkcell in a highly competitive market.
The popularity of mobile messaging still has not hit its ceiling, particularly with the arrival of richer messaging services into the market. To increase the longevity of text, operators globally are looking for innovative ways to enrich the SMS experience by introducing service enhancements. Personalised messaging services from Acision, provide new features which meet the unique requirements of different subscriber segments, making text messaging a richer, more valued medium. Acision estimates that personalisation services for messaging can increase revenue by up to 15% when offered to customers.
“Having enjoyed a long-standing relationship with Acision for a number of years, they continue to be our trusted mobile messaging partner of choice, particularly because of their unparalleled experience in deploying value added services,” said Burak Sevilengul, Chief Consumer Marketing Officer at Turkcell. “With the addition of personalised messaging with Acision Message Plus, we are able to offer our subscribers enhanced messaging capabilities that enrich the user experience, whilst giving more choice and empowerment on the services they select and use. In meeting our customer’s individual needs and creating sticky services, we believe this differentiation will raise customer satisfaction thereby building customer loyalty.”
The initial services are being launched to a sub set of Turkcell’s total 35.1 million subscriber base in Turkey. However, as a result of the highly-scalable, high-capacity infrastructure of Acision Message Plus, Turkcell can continue to extend its messaging capability to design and launch new, innovative messaging services for its subscribers in the future.
“Consumer messaging behaviours have changed radically over the last few years, with users messaging more and expecting a richer experience. They want services that provide reach, reliability, can be customised and are easy to use and address their specific needs,” said, Russell Grahame, SVP and GM at Acision. “Just as conventional voice and email were enhanced with services such as divert copy, personalised messaging from Acision provides similar functionality extensions to SMS which are suitable for both smartphone and feature phone owners. This enables network operators to differentiate their messaging services beyond price and in doing so generate additional chargeable traffic.”
Acision Message Plus easily integrates into Turkcell’s existing Acision SMSC infrastructure - one of the largest Acision SMSC deployments in Europe. The platform is underpinned by the Acision Management Station (AMS), a simplified, centralised management system which offers superior reporting and analysis tools so Turkcell can monitor service performance and usage enabling them to tailor the services to meet subscribers’ needs.
Jorgen Nilsson, Chief Executive at Acision, said: “The real opportunity with Acision Message Plus is to provide an enriched customer messaging experience regardless of the device that is being used which enables operators to make their services stand out.”
* Acision and MTS were jointly honoured for the Global Telecoms Text Messaging Innovation Award 2012, for the deployment of Acision Message Plus (SMS Pro) at the operator. The awards, in their sixth year, are designed to honour innovative projects that involve at least one telecoms operator and vendor.
About Turkcell
Turkcell (turkcell.com.tr) is the leading communications and technology company in Turkey, with 35.1 million subscribers as of December 31, 2012. Turkcell is a leading regional player, with market leadership in five of the nine countries in which it operates with its approximately 69.2 million subscribers as of December 31, 2012. It has become one of the first among the global operators to have implemented HSPA+. It has achieved up to 43.2 Mbps speed using the Dual Carrier technology, and is continuously working to provide the latest technology to its customers, e.g. 84 Mbps in the near future. Turkcell Superonline, a wholly owned subsidiary of Turkcell, is the one and only telecom operator to offer households fiber broadband connection at speeds of up to 1,000 Mbps in Turkey. As of December 31, 2012, Turkcell population coverage is at 99.17% in 2G and 84.02% in 3G. Turkcell reported a TRY10.5 billion (US$5.9 billion) revenue with total assets of TRY18.7 billion (US$10.5 billion) as of December 31, 2012. It has been listed on the NYSE and the ISE since July 2000, and is the only NYSE-listed company in Turkey.
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