Client Overview
Turkcell is the leading GSM operator in Turkey and the second largest GSM operator in Europe in terms of subscriber base with 34.8 million postpaid and prepaid subscribers as of September 2007. Turkcell is a market leader introducing innovative products and services launched in GPRS and EDGE networks. Turkcell is the only Turkish company listed in the New York Stock Exchange. Turkcell has interests in international GSM operations in Azerbaijan, Georgia,
Kazakhstan, Moldova, Northern Cyprus, and Ukraine.

Business Drivers

With increasing competition and demand for data services in Turkey's telecom market, introducing differentiated value-added services quickly for revenue generation and cost savings is a strategic priority for a service provider. All services - content, messaging, call management, voice messaging, and data connection services - require managing market expectations and demand quality of service.

To maintain its lead position in the market, Turkcell faced numerous business, operational and technology challenges. It needed to design a completely new concept for service delivery and a new approach to implement common service delivery platform (SDP) that supported multiple services across standardized service oriented architecture. The key drivers were as follows:

• Ability to create and deploy services quickly
• Reduce the cost and complexity of existing silo implementation
• Effectively manage third-party content and application service provider relations
• Create an open yet secure environment where personalized services can be easily introduced

Key Benefits
Meeting operators' business requirements requires a clear understanding of their pain points, extensive know-how across telecom and IT domains, and a holistic approach to the service delivery solution. In almost all cases, the right solution will leverage components from multiple vendors that comprise an SDP eco-system.

Telenity's CTO, Gurol Akman, says: “Having the privilege to work with Turkcell and Accenture and integrate a wide array of best-of-class components from multiple vendors in the Turkcell SDPA project, Telenity is in a unique position to apply the wealth of knowledge and experience that it has gained to other operators' networks and SDP deployment needs”.

The new SDP allows Turkcell to leverage existing investments and a flexible migration path to converge voice, data and video into single service delivery environment. Telenity's key strength is in the Converged Services domain and many Tier 1 players look upon Telenity to provide services on their preferred Application Server platforms.

“The new SDPA reduces time-to-market for new services. It now takes considerably less time to integrate and deliver new value-added service,” as Turkcell's Chief Service and Product Development Officer explains. “Our service provider partners access the service delivery platform rapidly through our new portal.”

What Telenity Provided - A New Service Delivery Approach
Telenity was instrumental right from the early phases of the Turkcell Service Delivery Platform Architecture (SDPA) project and worked with Turkcell and Accenture teams on a daily basis to define the use case requirements and overall architecture. Telenity contributed the following key components to Turkcell's SDPA:

• A service control and management environment featuring service catalog management, service integration, profile management, unified user management, and subscription management capabilities
• A service provider gateway to allow partner SP/ASPs controlled access to services provided by the Turkcell SDPA subsystems subject to pre-defined SLA enforcements

Results
As a result of the commercial launch of SDPA and its portals, Turkcell's Chief Service and Product Development Officer concludes: “We have seen a beyond expectations uptake in our value-added services usage. The new service creation and delivery implementation from Telenity as one of our partner including other SSD partners have helped us to provide the new and more pleasant customer experience with improved time to market values.”

Many third parties can now deliver services and content through the Turkcell SDPA, leading to outstanding business results and revenue streams with:

• Over 200 different services/products available on SDPA (news, sport, games, infotainment, …)
  
• 50 Application Service Providers, 53 Content Providers
  
• In 12 months, SDP has handled over 570 million value-added SMS
  
• 12 months after mobile portal launch:
  
  • 858 million pages viewed
    
  • 70 million visits
    
  • 25.5 million mobile searches
    
  • 9.7 million unique visitors
    
  • 6.5 million content downloads

Why Telenity
Telenity's position as a key global player in SDP eco-system enables it to incorporate proven products to offer a risk-free solution. Telenity's proven products, experience and extensive know-how help operators evolve to a full SDP in well-defined incremental steps. Telenity is grateful to the superb team including Turkcell and Accenture for their trust and confidence in presenting the opportunity for Telenity to take part in such a challenging deployment.

About Telenity
Telenity is a leading provider of next generation converged services platforms and applications for communications networks. Telenity's IMS ready converged services solutions include: reusable service delivery and content components enabling rapid service creation, deployment and execution functionalities across multiple services and applications; location gateways; integrated messaging solutionas; and value added services. Telenity's worldwide customer base includes network operators, service providers and application providers serving over 100 million subscribers. Telenity partners with global and regional network equipment providers, system integrators and computing platform manufacturers. Learn more about Telenity's Canvas family of converged services solutions at www.telenity.com and download a copy of Telenity's online newsletter Telescope.