Turkcell launches real-time, situation-based marketing

Progress Software Corporation, a leading software provider that enables enterprises to be operationally responsive, today announced that Turkcell, the leading communications and technology company in Turkey with more than 33.9 million subscribers, has gone live with its implementation of the Progress Apama Complex Event Processing (CEP) platform enabling them to offer real-time situation based promotion capabilities that deliver a positive experience for their customers.
Progress’ solution will help Turkcell respond instantly to its mobile customers’ situations to provide customized offers -- based on more than 150 criteria and usage patterns, including its location and personal preferences. This has enabled Turkcell to identify and act upon customer potential acquisition and retention opportunities, while building a stronger relationship with their users, and has already yielded a ten-fold improvement in response rates.
The Progress Situation-Based Promotions solution is powered by the Apama platform, which is an integral element of the Progress Responsive Process Management™ suite for the communications and media industry. It will help Turkcell become more operationally responsive by allowing it to cut the time required to execute a marketing campaign to minutes. Turkcell is now able to analyze more than a million subscriber’s preferences per hour and develop marketing campaigns relevant to its growing subscriber network. An example of the type of services now available includes timely credit “top-up” promotions that take into account user information relating to recent phone usage. As well as offering improved services for their customers, the Apama-based real-time situation based promotion capabilities will enable Turkcell to be one step ahead of its competition. Real-time information will allow Turkcell to respond immediately to

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