About Paycell

Paycell is a new generation financial service platform from Turkish telco company Turkcell, designed to simplify every aspect of personal finance. The Paycell card wallet allows customers to pay online, transfer money, pay bills and make other financial transactions safely and securely all through a single mobile application.

Paycell eliminates the need to ever share bank or credit card details, and is accepted by many participating retailers for payments in-store. Consumers can immediately activate their Paycell Card with their mobile phone number and start using it right away by loading money.

Paying bills with Paycell is easy at any time of day and from anywhere: customers can pay utility bills through the Paycell app and view receipts instantly, plus they can transfer money between Paycell Cards 24/7 simply by using their mobile number.

By using their Paycell card, consumers can collect points which can be converted into internet packages, gift certificates or donations. Paycell also enables users to send money to Mastercard holders abroad quickly, securely and with low commission.

What’s more, the Paycell app also makes it easy for customers to invest in commodities or foreign shares.

The Challenge

Paycell wanted to increase downloads of their financial management platform by targeting individuals who would benefit most from their services. They also wanted to increase the volume of transactions by app users.

These goals needed to be achieved while keeping the Customer Acquisition Cost, or CAC, low.

The Solution

Paycell partnered with Appnext, using Appnext’s advanced mobile advertising platform which connects apps with highly engaged users, thus reducing CAC.

Specifically, Appnext:

Leveraged its partnerships with leading mobile device manufacturers and carriers to get the Paycell app recommended to users on their devices from the moment they set up and personalized a new device for the first time, and throughout their daily mobile journey. App recommendations were made at more than 20 access points during the daily mobile journeys of Android users.

Provided an advanced recommendation engine, powered by its patented “Timeline” technology, that enabled Paycell to showcase its app to users who were actively searching for financial apps. Appnext's algorithms analyzed users' behavior, enabling personalized suggestions to high-intent users, thereby maximizing the chances of converting them into active users.

Recommended the Paycell app to users of Android devices. With Android devices dominating the market in Turkey, this meant that Paycell reached a far wider audience of high-quality potential users, thereby optimizing the campaign and in turn decreasing Cost Per Acquisition, or CPA.

The Results

Within 6 months of the preload campaign:

179% ↑
Financial transactions

101% ↓
Decrease in CPA

125% ↑
Monthly Active Users, or MAU

200% ↑
Logins

Within 8 months of the ongoing campaign:

58% ↓
Decrease in CPA

90% ↑
Monthly Active Users, or MAU

57% ↑
Logins

510% ↑
Financial transactions

Testimonials

“Appnext has taken its place among our always-on partners as a result of its highly effective advanced mobile advertising platform.

In order to achieve our goals, we are a brand that engages in intense new customer acquisition communications, and Appnext has been the perfect partner in helping us reach out to the most relevant users.

With the close support of the Appnext team, improvements to our conversion rates continue, as do reductions in our CAC, and we look forward to building on that still further.”

Deniz Ulusan Karataş
Performance Marketing Manager
Mindshare

“Device level discovery solutions are a game-changer for the entire app ecosystem: what could be more effective to get your app discovered by relevant users than through on-device app recommendations?

Appnext offers a fully comprehensive and highly effective app discovery solution, with its innovative tech capable of suggesting relevant apps to the right audience based on their intent, preferences, behaviors, and past interactions.

At Turkcell we’re so pleased we decided to partner with Appnext — it’s certainly been a game-changer for us when it comes to growing Paycell.”

Buket Kaplan
Expert Digital Marketing Manager
Turkcel