Last year saw the launch of Turkcell’s commercial NFC payments platform in Turkey, in collaboration with Yapi Kredi Bank. By March this year they had attracted over 50,000 active users of their mobile wallet service and over 300,000 mobile subscribers using NFC capable phones.
Earlier this year they expanded their mobile payment services to include new features such as location based offers – allowing subscribers to enjoy special offers on their NFC phone when they are near a participating merchant- and NFC home shopping was another great initiative. The home shopping NFC works through a fridge magnet that is shipped with the phone and allows you to order from participating merchants when you tap the phone against it. The first vendors to join the partnership were Burger King, Migros Supermarkets, fuel and energy supplier Aygaz and bottled water supplier Pürsu.
The most promising advancements so far came last month, with various improvements such as the ability to make online payments, which the Turkish mobile network operator says make it “the most advanced mobile wallet solution in the world”. The mobile wallet can now be used on any phone and 14 banks have partnered with Turkcell- a strategic player being MasterCard, as the partnership means that we will see the mobile wallet expanded into other countries.
The next few months are looking great where Turkcell is concerned, as they offer a great product in an emerging market full of opportunities and I imagine that their customer base will continue to flourish in the future.
Do you have any experience of using the mobile wallet in Turkey? Let me know what you think by leaving a comment below.
And don’t miss Near Field Communication World Turkey where you can learn how to tap into new markets with NFC. Learn more about our NFC conference track at Cards and Payments Turkey 2013.