1. An Overview of the Retail Sector

Telecommunication sector is an advanced industry that approximately generates 2 trillion dollars income. Although the USA is currently the biggest market, developing countries have larger growth rates. In this constantly changing sector, innovations are crucial to adapt to the competition.

2. Telecommunication in Turkey and Foresights

During the last 8 years, fixed line penetration has been steadily diminishing while mobile penetration has multiplied by three. While there has been a similar increase in fixed broadband penetration to fixed line penetration, there has been a critical increase in mobile broadband penetration since 2007. Both internet penetration and houses connected the internet have increased 2,5 times. Turkey’s telecommunication industry follows this same growth trend as well. At the end of 2015, telecommunication industry had a %17 percent growth compared to the previous year, reaching a total of 40 billion TL. Likewise, with the investments of new generation mobile network services, the total investment had increased %200 from 2014 to 2015, reaching to a total over 17 billion TL.

Just like it did in all other industries, global economic integration has increased global competition in telecommunication industry as well and brought the following trends with it:

  • Mobile Marketing: Mobile marketing compromises of all applications that allow companies to have a relationship that is interactive or is determined by the customer. These applications contain all aspects like companies, processes, competitors, advertisement and promotion, customer services management, customer loyalty programs and marketing (social marketing, digital marketing, and traditional marketing).
  • By mobile marketing, interactions with the customer are now made through mobile phones or similar devices. In today’s world, as the most effective of all known interactive marketing tools, mobile marketing has become an important channel for having healthy communication with customers and deliver a message as effectively as possible.
  • 5G Technology: After 4G technology, some researchers have determined that a new system is required due to rapidly increasing data traffic and size and decided to call this new generation technology 5G. Also known as 5th wireless communication system, 5G service is expected to come to life by 2020. The fast growth in technology, as well as customer demands, have made it necessary for the companies to constantly improve their technological infrastructure if they want to stay competitive in the market.
  • Big Data and Internet of Things: Big data and the internet of things are in our lives and can transfer data has been revolutionizing corporate and social life. Data connected from multimedia like geographic applications and web, mobile and social media have been folding in numbers every year. We expect numerical data to take 40 terabytes of space by 2020. Firms aim to increase demand by better analyzing their customers or find proactive solutions to problems. For this reason, firms have been investing in technology that would create meaningful relationships between data they acquire from their customers. For example, providers in telecommunication sector have been creating density maps from the signals they get from users and provide customer based solutions according to factors like age, gender, the type of device used, income level and life standards, location and etc.
  • The Rise of App Economy: It is estimated that around 180 million applications were downloaded by users in 2015. An Application like mobile POS systems, mobile shopping, mobile banking, messaging over the internet, face timing and etc. which are telecommunication based, have reduced the number of time people spend on tasks and eased the communication between them. It is established that apps with similar functions increase employee performance by around %70 in companies. This indicates the potential impact of application world.