Turkcell unveils Lifecell its new sub-brand offering

Natalie Bannerman
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Turkcell introduces a brand new internet-only sub-brand called Lifecell, building on the launch of LTE-Advanced technology

Turkcell has launched its new digital brand, Lifecell, which offers its customers communication services entirely online.

The news comes following in the footsteps of Vodafone which recently unveiled its new sub-brand VOXI, click here for a full analysis of the sub-brand. The new Lifecell brand will no longer have plans centred on minutes and SMS. Instead, all communication needs, including calls, operate entirely on the internet. The news follows on from the launch of the LTE-Advanced technology in Turkey last year. 

Ismail Butun, Turkcell executive vice president of marketing, said: “With the Lifecell brand, we will provide our customers with only over-the-internet communications services. Our customers will also be able to call and send messages over the internet. With our new digital brand Lifecell, we will spread this innovation throughout the world with the help of our affiliates. One of the most important objectives of this journey is the shift from being a technology-focused network operator to being a service-oriented experience provider.”

Lifecell plans are offered under three packages Super, Extra and Pro. All have 50GB of mobile data for apps, unlimited calls and messages for users of the BiP messaging service, and 1,000 minutes for calls to landlines and mobile networks. In addition, users will get 2GB of mobile data for Facebook and Twitter.

“Our customers will be able to meet all their communication needs via mobile data. They will make regular and video calls and use instant messaging service via BiP. They will be able to call both landlines and mobile numbers via BiP with higher voice quality. Our customers will be able to listen to unlimited music with their fizy accounts included in their plans; they will be able to watch TV channels or movies via TV+ wherever they want. They will also be able to instantly read magazines and newspapers of their choosing. With LifeBox, they can store photos, videos and all other files in the cloud. Our Upcall application will also show who the calling number belongs to even if it is not saved on the phone,” added Butun.

Turkcell has also introduced digital customer services. The service centre has been specially designed for Lifecell customers can be accessed via BiP and will received 24/7 live support from the channel.  Butun also mentioned Turkcell’s interest in selling smart phones to its customers: “We have also produced a smart phone specific for Lifecell. GM6 Lifecell phones are shipped ready to use in Lifecell mode with all apps installed.”

Turkcell has recently been caught up in a scandal with MTN. The Turkish company accused MTN of ‘bribing officials in Iran’ when the company when it struck a deal with Iran Electronic Development Company (IEDC) in 2005. Turkcell claims that had this not happened it would have won the rights to Iran’s first private mobile phone license.