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News Item

Mobile Advertising Technology in Turkey

MyScreen Mobile announced it has secured $5 million from Global Financial Enterprises LLC

MyScreen Mobile Inc. announced it has secured $5 million from Global Financial Enterprises LLC (GFE) to launch its products in Turkey, the Middle East and other markets beginning in the first quarter of 2010. MyScreen's patent-pending technology platform delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

The investment follows MyScreen's successful August 2009 product trial in Turkey with Turkcell, the country's largest mobile network operator.

"MyScreen's successful trial with Turkcell confirms it provides the best platform for consumers to interact with their favorite brands and for advertisers to deliver highly targeted ads to subscribers," said Yilmaz Kalkavan, a GFE member/owner.

Added Sam Halim, a GFE managing member/owner: "We are delighted to establish financial and business partnerships with MyScreen and support its roll-out in Turkey, the Middle East and other geographies."

Seraf Akin, another GFE member/owner, said that GFE is confident in its investment. "MyScreen has great potential in these markets and offers a unique advertising platform," Akin said.

Maurizio Angelone, CEO of MyScreen, said the company shares GFE's enthusiasm with the partnership. "Global Financial Enterprises is an ideal investment partner for MyScreen based on its financial and intellectual capital," Angelone said. "Its intimate knowledge of the Turkish market will be invaluable for our success there. We look forward to expanding our partnership in other regions."

Angelone said MyScreen differs from the other mobile advertising vehicles currently available, as MyScreen's ads are:

- Full-screen, visually engaging graphics that convey the advertisers' brand image

- Delivered in a non-shared advertising environment that provides brand exclusivity. MyScreen ads are delivered at the end of every call, creating much better visibility than SMS texts and banner ads. Banner ads are only visible to consumers while they browse the Internet.

- Designed to enable consumers to respond directly to the ads with MyScreen's proprietary "ad value hot keys" functionality. MyScreen ads have generated click thru rates (CTR's) that exceeded 20 percent. MyScreen greatly outperforms Internet CTR's, which are widely known to average less than 1 percent. According to the latest industry data, the average CTR is only .1 percent.

- Individually targeted to match each subscriber's self-created demographic and psychographic profiles, making the ads highly relevant to their unique interests and lifestyles

- Incentive-based, with subscribers accumulating reward points for every ad they view on their phones. Points are redeemed in the form of free and bonus telecom services. Exclusive "made-for-MyScreen" offers, such as free trial products or special promotional pricing, are provided by participating advertisers

Moreover, MyScreen's mobile advertising solution is designed to integrate seamlessly without interrupting users' regular call behaviors. Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health. Advertisers can use MyScreen's unique "ad value hot keys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales. MyScreen currently has a potential 182 million mobile subscribers under contract worldwide and expects that number to jump to almost 500 million during the next 12 months.

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Engin Sezici is a travelling blogger-at-large, who held corporate positions at SYS-CON Media from 1995 through 2004. Engin, who retired in 2004, likes to travel through Europe and Greek Islands, reports on technology subjects from around the world and lives on a private island in the Bahamas wih his twin brother when he is not on the road. You can reach him at engin(at)sys-con.com.