WOMM effect increased Tone&Win member rates monthly; the monthly member increase rate is 338% (July: 5000; August: 10,000; September: 20,000; October: 140,000 Members). And each Tone&Win member provides 30 distinct listeners and 200 distinct incoming calls each month. By the end of 2008, more than 500,000 distinct users have become members of Tone&Win, by reaching nearly 15,000,000 distinct people/month.

40 different brands including Coca Cola, Unilever, Warner Bros and major Turkish brands joined the service. Turkcell also offers periodical reports to brands.

Tone&Win was also awarded as “Best Mobile Advertising Service” in the 14th GSMA Global Mobile Awards.

World’s first Ad RBT platform Tone&Win has 3 main objectives following Turkcell’s long term strategies; •Creating mobile marketing revenue•Providing a loyalty program for Turkcell subscribers with a minimum churn rate •Becoming an important tool to reach competitors’ subscribers.The mobile is the new medium of the 21st century as the digital mediums are booming in the eye of the consumers, the media and the advertisers alike. Tone&Win is a truly revolutionary advertising platform in the mobile world. Our competition was not with other kinds of mobile advertising solutions, but conventional mediums. Creating new revenue share to 3rd parties including mobile marketing agencies and media agents were aims.

The press release was covered in major TV, newspapers, magazines, web sites and web forums both in Turkey and internationally. Web sites including popular blogs and forums play a key factor in the WOMM effect.

The world’s first ringbacktone advertising platform Tone&Win is commercially available for Turkcell subscribers.

Tone&Win is independent of handset technology & capability. The consumers pay nothing for the service plus they are rewarded in credits/minutes for willingly becoming an advertising medium for the advertisers. Tone&Win target audience contains Turkcell subscribers who would like to let their callers listen to entertaining brand jingles in return for free credits/airtimes. The caller can earn up to 40 minutes of calling time by joining Tone&Win.

Tone&Win have two essential aspects behind its business model; consumers as Tone&Win members and brands as Tone&Win advertisers. The consumer chooses which advertising to use as a RingBackTone, therefore choosing which advertisement their social network will listen to.

In terms of clients, it has a performance-based pricing model, Cost Per Listening (CPL) in which advertisers are charged according to the amount of branded RingBackTone (RBT) that callers hear.