08/18/2004 Success Story of the Month HP Turkey Taps the Bazaar for Turkcell Solution (By Amy Cowen) With the help of the HP Mobile E-Services Bazaar, Turkcell, one of the largest GSM operators in Europe, is getting a mobile marketing boost. HP Turkey and Finland-based Add2Phone have teamed up with a solution that will allow Turkcell to easily manage the generation and deployment of customized mobile marketing campaigns for internal and external programs and brands. Turkcell has been providing mobile communications in Turkey since 1994 and today serves over 19 million subscribers. The HP/Add2Phone carrier-grade solution puts Turkcell, and Mapco, Turkcell's mobile marketing arm, in position to maximize mobile marketing opportunities, strengthen brand loyalty and awareness, and increase customer satisfaction - all while taking advantage of the revenue streams mobile marketing offers. Making things even more compelling is that the solution is virtually plug-and-play. The solution hinges upon Add2Phone's Mobile Advertising Server, a mobile marketing campaign and marketing application management system that offers flexible and easy-to-use tools for the creation, implementation, and maintenance of permission-based mobile marketing programs. The solution's Web-based interface and system of customizable wizards allows control from any Web-enabled device and makes running mobile campaigns a snap. The solution also provides powerful reporting features, including real-time statistics, enabling dynamic campaign monitoring and analysis for multiple campaigns and multiple customers. With the technology necessary to implement such campaigns being handled behind the scenes by the Mobile Advertising Server, mobile marketing becomes a cost-effective and seamless front-end process. New programs can be rapidly created, deployed, and tracked. A scalable telco-grade solution, the Mobile Advertising Server supports numerous mobile technologies, including SMS, EMS, MMS, WAP, WAP push, XHTML, ring tones, Java (J2ME), video streams, GPRS, and 3G. In addition, the server's modular infrastructure ensures extensibility, so the Mobile Advertising Server can scale to meet Turkcell's ongoing needs. After initial deployment, two additional Add2Phone components, Messaging Booster (a specific implementation of the Mobile Advertising Server) and Content Catalog, may be integrated, extending Turkcell's mobile marketing reach. For a major operator like Turkcell, the ability to fluidly create, distribute, manage, track, and sell mobile marketing campaigns fills in a key piece of the mobile service puzzle as well as plays into their customers' larger branding and marketing efforts. With HP's services, support, and infrastructure, and Add2Phone's Mobile Advertising Server in place, Turkcell stands to increase their mobile data services and create new revenue streams as well as strengthen the customer dialogue.   About Turkcell With approximately 20.9 million subscribers, as of June 30, 2004, Turkcell is the leading provider of mobile communications services in Turkey. Turkcell has developed a premier mobile brand in Turkey by providing high quality mobile voice and data services and differentiating itself from the competition based on the quality of service. As part of its focus on providing existing customers with superior quality service and attracting new customers to the network, Turkcell has introduced a wide range of mobile services tailored to the needs of various target groups. Through a state-of-the-art GSM network, Turkcell provides comprehensive coverage of an area that, as of December 31, 2003, includes 100% of the population living in cities of 10,000 or more people and 99.87% of the population living in cities of 5,000 or more people, as well as the 81 largest cities and the majority of the country's tourist areas and principal intercity highways. Additionally, as of May 31, 2004; Turkcell provides service to its customers in 167 countries through roaming agreements with 403 operators. About HP HP is a technology solutions provider to consumers, businesses and institutions globally. The company's offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing. For the four fiscal quarters ended July 31, 2004, HP revenue totaled $78.4 billion. More information about HP (NYSE, Nasdaq: HPQ) is available at http://www.hp.com. About Add2Phone Add2Phone is Europe's market-leading technology provider for the mobile marketing and CRM applications market. Add2Phone's SMS, MMS, WAP and Java-enabled products include Mobile Advertising Server, Mobile Competition Server, Content Catalog and PresenceGate. Add2Phone technology provides a proven and reliable growth path into advanced mobile services and m-Commerce. Add2Phone headquarters and R&D centre are located in Helsinki, Finland. For further details, please contact: Aki Snellman, Chief Development Officer, Add2Phone Tel. +358 50 5631397 E-mail: aki.snellman@add2phone.com

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