TURKCELL LAUNCHES COMMERCIAL VERSION OF TIKLAKAZAN POWERED BY MYSCREEN FOLLOWING SUCCESSFUL TRIAL

TORONTO and MIAMI, Sept. 29 /PRNewswire-FirstCall/ - MyScreen Mobile, Inc. (MyScreen) (Pink Sheets: MYSL) and Turkcell (NYSE:TKC, ISE:TCELL), the leading communications and technology company in Turkey, today announced that MyScreen's mobile advertising technology has been live in Turkey for the past 90 days, branded as TiklaKazan with Turkcell local area support being provided by MyScreen's local partner Trendlink.

TiklaKazan is a first-of-a-kind mobile advertising platform that was trialed by Turkcell in August of 2009 and demonstrated great consumer feedback and exceptionally high click-through rates. Turkcell, winners of the 2009 Global Mobile Advertising Service Award at GSMA has now launched a commercial version that is once again powered by MyScreen and locally supported by Trendlink.

"We have been working with Turkcell during our trial phase and our local partner Trendlink to identify the correct "go to market strategy", and in turn Trendlink has worked with Turkcell to develop a comprehensive roll out plan," stated MyScreen CEO, Michael O'Connor. "The plan includes Turkcell sending SMS and MMS invitations to targeted consumers' devices on their network and offers free airtime minutes as a reward for signing up, and additional airtime for every ad viewed. We are pleased with the level of support being shown to our platform and the subscriber acquisition efforts."

Turkcell's Chief Product and Services Management Officer Cenk Bayrakdar noted: "Turkcell mobile marketing offers targeted, cost-effective and measurable media integrated with various technologies which enable corporations to reach existing and new customers. Turkcell has one of the largest opt-in (customer permission) databases in Europe and in the world both in terms of number (11 million opt-in subscribers) and scope of data richness used for mobile marketing and advertising activities for other brands and advertisers. With this opt-in permission database, advertisers can segment their potential customers according to their target market and send a highly targeted campaign or advertisement.

Over the last year, Turkcell mobile marketing launched more than 1,200 mobile marketing projects with 500 brands in 37 different industries, becoming an unconventional, effective and interactive media platform popular among blue chip companies. As a founding member of the Global Mobile Marketing Association, Turkcell continues to assume an active role on the Association's Board and its committees, supporting the efforts to increase the marketing sector's awareness of mobile marketing."

Advertisers have clearly demonstrated that they see the value in MyScreen's advertising proposition and are prepared to support its model where each participant shares in the revenue, including the consumer through the rewards program. As a new approach technology with specific targeting capabilities and better branding capabilities than many of the other technologies available, MyScreen has demonstrated an ability to deliver exceptional user engagement results, typically measured as "click through" and advertiser's have voiced their confirmation in the value this represents to them.

MyScreen's technology differs from the other mobile advertising vehicles that are currently available, as MyScreen's ads are:

    -   Full-screen, visually engaging graphics that convey the advertisers'
        brand image.
    -   Delivered in a non-shared advertising environment that provides brand
        exclusivity. MyScreen ads are delivered at the end of every call and
        offer better visibility.
    -   Designed to enable consumers to respond directly to the ads with
        MyScreen's proprietary "ad value hot keys" functionality. MyScreen
        ads have generated click through rates (CTR's) that exceeded 20
        percent. MyScreen greatly outperforms Internet CTR's, which are
        widely known to average less than 1 percent. According to the latest
        industry data, the average CTR is only 1 percent.
    -   Individually targeted to match each subscriber's self-created
        demographic and psychographic profiles, making the ads highly
        relevant to their unique interests and lifestyles.
    -   Incentive-based, with subscribers accumulating reward points for
        every ad they view on their phones. Points are redeemed in the form
        of free and bonus telecom services provided by the operator.
        Exclusive "made-for-MyScreen" offers, such as free trial products or
        special promotional pricing, are provided by participating
        advertisers.

Moreover, MyScreen's mobile advertising solution is designed to integrate seamlessly without interrupting users' regular call behaviors. Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health. Advertisers can use MyScreen's unique "ad value hot keys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales. MyScreen has secured agreements with operators who currently have 219 million mobile subscribers under contract and expects that number to increase significantly during the next 12 months.

About MyScreen

MyScreen (Pink Sheets: MYSL) (Frankfurt: WICI) is a first-of-a-kind mobile advertising technology platform that provides advertisers with a new channel for reaching consumers. Its unique patent-pending technology delivers full-screen, incentive-based ads directly to the mobile phones of opt-in subscribers. The visually engaging ads target subscribers based on their demographic and psychographic profiles and provide them with rewards such as free services, special offers and discounts. As mobile innovators, MyScreen has forged extensive advertiser and operator relationships and functions as an industry advocate. Through its mobile marketing consultancy, the MyScreen Agency, the company collaborates with traditional ad agencies and brand advertisers to optimize their mobile advertising programs. For more information, visit www.myscreen.com.

About Turkcell

Turkcell is the leading communications and technology company in Turkey with 33.9 million postpaid and prepaid customers and a market share of approximately 55% as of June 30, 2010 (Source: Operators' announcements). Turkcell provides high quality data and voice services to approximately 80% of the Turkish population through its 3G technology supported network and to 99.05% of the Turkish population through its 2G technology supported network. Turkcell reported TRY 2.2 billion ($ 1.5 billion) net revenue for the period ended June 30, 2010 and its total assets reached TRY 14.0 billion ($ 8.9 billion) as of June 30, 2010. Turkcell has become one of the first operators among the global operators to have implemented HSDPA+ and to reach to 42.2 Mbps speed with HSPA multi carrier solution. Turkcell is a leading regional player and has interests in international mobile operations in Azerbaijan, Belarus, Georgia, Kazakhstan, Moldova, Northern Cyprus and Ukraine which, together with its Turkish operations, had approximately 62.0 million subscribers as of June 30, 2010. Turkcell has been listed on the NYSE and the ISE since July 2000 and is the only NYSE-listed company in Turkey and is among the top 15% of companies listed on NYSE by its size as of April 2010. 51.00% of Turkcell's share capital is held by Turkcell Holding, 0.05% by Cukurova Holding, 13.07% by Sonera Holding, 2.32% by M.V. Group and 0.01% by others while the remaining 33.55% is free float. Read more at http://www.turkcell.com.tr/en

SOURCE Myscreen Mobile Inc.