Cell BroadCast

Has any investigation been made about availability of 808 in all networks? Some operators might have the number
implemented for other purposes, or a similar tourist service with another number.

The decimal range 000 to 999 is specified in GSM 03.41/3GPP TS 23.041 for the allocation by PLMN operator
associations. This PRD specifies how service types shall be allocated to Message Identifiers in this range. All
Message Identifiers from decimal range 100 to 999 are allocated to individual PLMNs to use as they choose.
(Please see SE.15)

In this respect, mobile operators are kindly requested to come up with a feedback whether they can allocate 808
as Tourist Channel or not.

The service should be Opt in (otherwise it is spam)

SPAMS can be controlled by mobile operators. For instance, this service is Turkcell operator based service,
SPAMs are controlled where the messages are distributed on a 9-18 hourly basis to eliminate spamming and
disturbing visitor roamers.

Handset issues: newer handsets seem to have only yes/no options, how do you chose the channel? What happens if you
have two channels/services selected (possible?), how is it presented on your display, can the info be saved for later use,
can you select specific info yourself, is OTA configuration possible? It seems to be difficult to set up the cell broadcast
channel, it would need to be easy for customers to activate, could it be pushed through something else (e.g SMS)

Channel settings are made manually. The setting details can be learned from 8088 TouristInfo Line Call Center or
from any Turkcell Tourist information desk specially located to every touristic destination airport in Aegean and
Mediterranean regions.

The settings can not be sent by SMS or OTA; as we have not considered so.

A lot of maintenance work required to keep the tourist info updated (e.g. weather, prices etc.)

This service content is outsourced to our 3rd party firms where we have strict contracts and agreements.

Even though it is proposed as a worldwide service, the information will be presented in different ways by the different
networks, which would not be user-friendly.

The benefit of this service is to have unique TOURISM INFORMATION CHANNEL setting. Having many GSM
companies inside this system will prevent users to set every information channel to the phone while visiting
other countries. It also decreases the SMS SPAMMING, WAP PUSH messages or information distribution via IVR
or other channels will not disturb customer. The roamer has the channel set even if he changes the operator.
Other operator can set location based or customized offers while roaming inside the country.

In general the proposal was considered too much effort for too little revenue, as the service not necessarily resulting in
any call revenues, how it would be profitable, and due to the world-wide expansion there will not be any competitive
advantage.

The service can create revenue to some extent;

1. 3rd parties or café, restaurant, bar, rent-a car or Hotels while entering these firms’s location based offers to
this system and selling this as yearly, seasonal or monthly basis.

2. Location of museums, monuments and etc can be distributed from this system as well as GSM operators can
get money from governments on basis of COUNTRY PRESENTATION and TOURISM budgets.

3. Mobile Marketing can be made by sending WAP PUSH messages in touristic locations.