Don't Answer That Phone Call - Just Yet

Turkish operator, Turkcell has launched "TonlaKazan" ("Tone&Win") which offers branded ringback tones to its subscribers. The customers then earn airtime credits by letting callers to their mobile phone listen to the ringback tone - which is basically an advert.

Expect a flood of callers waiting until the last moment before they actually answer their phones. 

Turkcell customers win airtime or credits depending on the amount of time their callers listen to a branded RingBack Tone selected by the customer. During the launch period only a limited amount of Turkcell customers will be able to register for TonlaKazan.

Turkcell Value Added Services Chief Executive Officer Cenk Serdar said, "We are proud of breaking new ground in the advertising industry. We are not just launching a new advertising platform with TonlaKazan, but also a new concept. We have launched the service with major brands like Akbank, Coca-Cola, Digiturk, Garanti Bankasi, gnctrkcll, Kraft, Nestle, Nivea, P&G, and Unilever."

4play Digital Workshop partnered with Turkcell to develop TonlaKazan.

TonlaKazan has a performance-based pricing model, Cost Per Listening (CPL) in which advertisers are charged according to the amount of branded RingBack Tones that callers hear, providing a measurable advertising channel.

Posted to the site on 7th May 2008