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Mobile network using screens to hike customer spend

Turkish mobile-phone operator Avea hopes that digital signage installed in its retail outlets by TVeez will both grow customer numbers and increase the amount that each spends.

The network, so far in 13 stores, will reach 100 by the middle of the year, TVeez Turkey’s marketing VP Ediz Burla told The majority of Avea stores are independent dealerships.

Burla said the objectives of the new network were “to boost the number of customers entering the store, increase the average revenue per customer entering the store, educate customers on products and services, and provide customers with an enhanced, upgraded experience while visiting the store”. TVeez is producing the content as well as managing the digital-signage network.

As in many developed economies, mobile-phone penetration in Turkey is close to saturation point, with about 62m phones in use by a population of some 72m. The telecom companies cannot grow their revenues simply by signing up new users, but need to increase average revenue per user and tempt customers away from other networks.

Founded in 2004 through the merger of two other networks, Avea is the newest of Turkey’s three GSM mobile-phone operators. It has 12m customers and coverage of an area representing 95 percent of Turkey’s population.

Other recent wins for the Turkish arm of TVeez include Teknosa, the country’s biggest consumer-electronics retailer, and department-store chain Boyner.

TVeez, headquartered in Israel, also operates in the U.S. under the name Odysii.

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