Sustainability Report - Vodafone Turkey 2011 2012
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Vodafone Turkey Sustainability Report 2011 - 2012
About This Report
As Vodafone Turkey, we are glad to share with our stakeholders our Contents
sustainability strategy, commitments, practices and performance
4 Vodafone Turkey
regarding the 2011/12 fiscal year through this Sustainability
5 Our Sustainability Approach
Report, which is the second one we have published so far.
10 Our Customers and Society
In this report, you can find examples of our Company's sustainable value creation
16 Environment
efforts for the society, environment, employees and business models. These efforts
are aligned to our mission to carry Turkey one step further by making mobile 21 Occupational Health and Safety
communication technologies accessible to more and more people and organizations. 25 Base Stations and Health
We have continued to apply our sustainability management systems and reporting 26 Responsible Supply Chain
process in line with AA1000 Assurance Standard, which has been developed in
27 Business Continuity and Information Security
accordance with transparency and accountability principles. In this context, we have
determined environmental, social, economic and ethical issues that are material for our 28 Innovation
Company and our stakeholders through sustainability-oriented stakeholder dialogue
31 Our Employees
mechanisms. The performance information and data that are available on material
issues in this report have been gathered according to GRI Sustainability Reporting 37 Vodafone Turkey in Numbers
Guidelines, which is a global reporting standard. An independent assurance statement 38 Our Sustainability Performance
is available regarding the information in this report, which has been identified and
reported in accordance with AA1000 standard. 41 Vodafone Turkey Foundation
48 Independent Assurance Statement
Unless otherwise stated, we have prepared this report to cover the information and
data between April 1, 2011 and March 31, 2012, which was our fiscal year. We have
added previous years’ data in order to compare the performance with the target. In We appreciate your opinions
this report, "Vodafone Turkey", "Our Company" and "Us" phrases have been used for We would like to deepen our dialogue with our
stakeholders by placing stakeholder dialogue at the center
"Vodafone Telekomünikasyon A.Ş.". of our sustainability management process, to receive
your opinions and suggestions regarding this report and
We have prepared our report on the basis of material issues that influence the to continue improving our sustainability management
value creation processes of our Company by considering the comments and processes and performance. Our e-mail for your feedback:
expectations of our stakeholders. surdurulebilirlik@vodafone.com
Vision, Mission, Values
Our Vision Our Mission Our Values
To become the most reliable and To carry our country to a better We provide fast, high-quality, plain
preferred communication brand future by making the most advanced and reliable services while helping our
by satisfying our customers communication technologies customers enjoy the opportunities in
unconditionally. accessible to more people and life and realize their potentials. We move
organizations. forward to make our customers see that
we are a customer-oriented, innovative
and competitive international company
with local roots.
1
Message from Vittorio Colao
CEO Vodafone Group Plc.
Vodafone’s mobile solutions offer significant opportunities to help transform societies
for over 1.5 billion people worldwide by contributing to both the social and economic
development of the countries we operate in.
Rising global population, rapidly exhausting natural resources and the effects of climate
change, are just some of the sustainability challenges facing us today. Using mobile
technology to combat these issues is one of our priorities and we have introduced
innovative solutions in fields such as finance, health and agriculture that are already making
a difference to people’s lives. For example, our mobile information service in Turkey has
enabled 700,000 Turkish farmers to improve their productivity by an estimated 100 million
Euros.
Machine to machine solutions and products to enable smart working, are some of the
most compelling ways we can tackle climate change. Using our services, people can live
and work more sustainably and businesses can work more efficiently cutting costs and
their carbon footprint at the same time.
This second Sustainability Report from Vodafone Turkey seeks to explain how we are
implementing our sustainability strategy in Turkey to address local needs. Our Turkish team
continues to focus on using our technology to create a positive difference in the lives of
individuals and businesses and so enhance Turkey’s social development and economic
transformation.
Vittorio Colao
CEO
Vodafone Group Plc.
Our Global Network
Operating Companies
Partner Markets
Partner Affiliates
Strategic Partner
2 Vodafone Turkey 2011/12 Sustainability Report
Message from Serpil Timuray
CEO Vodafone Turkey
We are glad to present the second Sustainability Report of Vodafone Turkey to our
stakeholders. We have accomplished successful results in sustainability area in this
period, when our Company has booked a strong business performance. Our report
has been entitled to receive "AA1000 Assurance Standard", which is considered as a
global reference for sustainability practices. Thus, reliability of our economic, social and
environmental operations has been certified according to international standards.
Vodafone Turkey, has performed a strong growth in the last three years by turning
advanced mobile communication technologies into innovative products and services
and by putting these into the service of our country. During April-September 2012
period, which is the first half of 2012-2013 fiscal year, our total income has increased
19.1% compared to the same period of the previous year, we have increased the
number of our customers to 18.7 million, which is the highest number ever. Our income
from mobile internet services has increased 101%.
The main reason behind our strong performance is our "customer-oriented" business
approach. As a result of our efforts to provide a perfect user experience through more Vodafone Turkey will
than 1,200 shops, more than 16,000 sales points and 5 call centers we have raised the continue to work in order to
bar in customer satisfaction and become the “most recommended operator” by the
customers. We have maintained the leadership in Net Promotion Score for the last 5
ease people’s lives through
quarters. most advanced mobile
Our business practices have also been recognized internationally. We have been
communication technologies
awarded with "The Best Customer Services Department" award by popular vote in while appreciating the
Stevie Awards, which is one of the most prestigious business award organizations. With natural resources of our
BS 25999 Business Continuity Management System Standard, we have guaranteed country.
that we maintain the continuity of our business operations in most challenging and
unexpected circumstances.
We attach great importance to sustainability in all our activities in order to create more
value for our country and to provide better service to our customers. We consider the
effects of our activities on natural resources and environment and try to minimize
these effects. For example, when we renew our infrastructure, we use energy efficient
"singleRAN" technology in order to minimize our environmental footprint.
Within the scope of the program that we conduct in collaboration with World Wildlife
Fund (WWF), we aim to create awareness among our employees regarding especially
carbon emission, energy saving, renewable resources, conscious use of natural
resources and changing lifestyles. Thus, we became the first company that received
"Green Office" certificate in Turkey.
People are in the center of our sustainability strategies and the achievements. Vodafone
Turkey has an ecosystem of 53,000 people along with its suppliers, distribution and
sales channels. Our priority is to provide a safe and healthy work environment for our
employees and business partners, where they can improve themselves. Our practices
in this area have been recognized by World Communication Awards, which announced
Vodafone Turkey as the first finalist Turkish company in "Best Place to Work" category.
The details of all our effort and activities are available in this second Sustainability
Report. As Vodafone Turkey, we will continue to work in order to ease people’s lives
through most advanced mobile communication technologies while we appreciate the
natural resources of our country.
Serpil Timuray
CEO
Vodafone Turkey
3
Vodafone Turkey
Rising Performance, Robust Network Infrastructure
Vodafone Turkey, which is focused on continuously increasing customer satisfaction by Vodafone Turkey in Numbers
providing products and services that meet the needs and expectations, maintains a robust
and consistent growth in service incomes within the last 12 quarters. Our company's total The second biggest operator in
income in April-September 2012 period, which is the first half of 2012-2013 fiscal year, has Turkey and the best operator in
increased 19.1% and has reached 2.7 billion TL, which is the all-time highest income level. mobile phone number portability
Number of our customers has increased substantially since November 2008, when the
mobile phone owners were enabled to transfer their numbers in Turkey. In the first half of
2012/13 fiscal year we had 18.7 million customers which is the highest number up to now.
More than 3,300 employees
While another performance indicator “voice traffic” has reached a record high level with
38.4 billion minutes by increasing 22.9% compared to the same period of the previous year, More than 1,200 shops
average (blended) ARPU performance has become 22.3 TL by increasing 4.1% compared to
More than 16,000 sales points
the previous year.
In the first half of 2012/2013 fiscal year, in line with our "Super Internet for Everyone" (including sub-dealers)
strategy to expand mobile internet usage, we have continued to offer our customers mobile
broadband tariff options for every budget and a large web-enabled device portfolio. In this
period, our customer-based smart device penetration figures have doubled compared to 53,000 stakeholders
those in the same period of the previous year and has reached to a record 17.7%. Our mobile
internet income has increased 101% compared to the previous year.
The number of our pre-paid customers has reached 6.5 million with 1.2 million new
18.7 million customers
customers compared to the same period of the previous year and 0.5 million net new pre-
paid customers in the first half of 2012/13 fiscal year. Vodafone Turkey has achieved 38.7%
growth in corporate service income in this half comparing to the previous year and continued Vodafone Turkey, which has made around
to provide communication services to 55% of top 500 companies in Turkey according to 12 billion TL investment from 2006
business and economy magazine, Capital. to the first half of 2012/13 fiscal year,
has contributed to the economy of our
In line with our target to provide uninterrupted communication service to our customers with
country by creating over 13.5 billion TL
"smart coverage technologies", our network has reached 99.025% population coverage with
the new base stations as from the first half of 2012/13 fiscal year. By putting our additional
tax income in the last 6 years.
base stations into use, we have increased the number of 2G and 3G base stations up to 25,400.
Total investment expenditures in the first half of 2012/13 fiscal year was 248 million TL.
"Firsts" of Vodafone Turkey in 2011/12 fiscal year "Mosts" of Vodafone Turkey in
2011/12 fiscal year
• Within the scope of smart technology, Vodafone has become the first operator
that guarantees to pay the call fee back in the case the call between two Vodafone • The most rapidly growing telecom
Group customers is disconnected in Turkey operator in Turkey.2
• Repeating its success in launching the first "operator branded smart phone", • The most rapidly growing operator
Vodafone has introduced Vodafone Smart Tab 10, which is the first "operator within Vodafone Group.3
branded tablet" in Turkey. • According to the results of a survey
• Implemented the first Voice Signature application in Turkey. conducted by an independent research
• First and only operator that has an electromagnetic field (EMF) policy and institution, Vodafone is the "Most
manages this issue under the coordination of an expert team within its organization Recommended Operator" in Turkey.4
in Turkey. • The most preferred operator in
• Vodafone Maslak Plaza has become the first Office to receive WWF’s “Green Office” Turkey, since November 2008, when the
certificate.1 mobile number portability was initiated.5
• The first company in Turkey to receive AA1000 Assurance for its sustainability
reporting process.
• The first company to have and certify business continuity management system
in telecommunication and technology sectors by means of BS 25999 Business
Continuity Management System Standard certificate.
• The first company to reach level 6 application score in International Safety
Rating System (ISRS) in Turkey.
1
http://www.wwf.org.tr/?1382
2
The growth rates of the operators have been calculated on the basis of our fiscal year (April 1st, 2011 – March 31st,
2012) and the statements of the other operators.
3
Start-ups are not included
4
TNS, Vodafone benchmark NPS study, 2011
5
Information and Communication Technologies Authority (ICTA) of Turkey (BTK)
4 Vodafone Turkey 2011/12 Sustainability Report
Our Sustainability Approach
We placed our sustainability vision at the center of our business processes.
Vodafone Group carries on its activities in a responsible and ethical way with its
mission to make life more sustainable for everyone and with its transforming and
change making products and services all around the world. As Vodafone Turkey, we
carry on our activities for contributing the sustainable future of Turkey with the vision
and knowledge of Vodafone Group.
Our sustainability approach is based on the accessibility and effective use of mobile
and Internet technologies with the prior aim of increasing quality of life in our society.
Providing continuity of products and services that create equal opportunities and
value for every segment of society is only possible with technologic developments
that provide accessibility, such as innovation and Super Internet. We attach priority Sustainability Management at
to develop social business models to meet the needs of society and to provide
Vodafone Turkey
innovative products and services that will facilitate peoples' lives. With the social
business model Vodafone Farmers' Club, we target farmers, who need to make their Our Chief Executive Officer is
business more effective. With Civil Servants Advantage Program, we target civil responsible for the adaption of
servants, who prefer to meet their communication and personal development needs sustainability approach and strategy,
at one stop. With mWomen program, we target women, in order to provide gender which are outlined by Vodafone Group.
equality in the area of technology. All related units in our Company take
active role in reaching the targets and
We are aware of the fact that we need to gain the confidence of our stakeholders while commitments specified within the
realizing our vision about making technology accessible for everyone. Thus, another scope of sustainability management.
dimension of our sustainability approach is to conduct our activities in a responsible Corporate Relations Department
and ethical way. In this context, environment and occupational health and safety are coordinates the sustainability
among the material issues in our agenda. We collaborate with WWF in order to increase management efforts among all units.
environmental awareness and reduce our effect on environment and greenhouse gas
emissions resulting from our activities. We take responsibility in leading initiatives such Our sustainability management
as Green Technology Movement. We create necessary systems to provide occupational and reporting approach is based
safety for our contractors and service providers in our Ecosystem. on "inclusiveness, materiality and
responsiveness" principles in the
light of AA1000 Assurance Standard.
Our Business Principles and supporting Business Ethics and related Within the scope of sustainability
policies, which underpin our sustainability management, are integral parts of our management, the material issues are
business processes. All members of our ecosystem are expected to comply with determined through dialogue with our
our Business Ethics Principles and Business Principles. "Zero tolerance" policy stakeholders and solutions and actions
is applied against all kinds of wilful misconduct, crime, non-compliance, unethical are determined regarding these issues.
behaviour and corruption that our employees, business partners and customers In order to follow these material issues,
may encounter. Within the scope of Fight Against Corruption Policy and Anti- commitments are made and targets are
Fraud Management Policy, the individuals in the Vodafone Ecosystem are obliged set. The results of our commitments
to report abuse incidents that they witness or doubt. Such notifications may be and targets are transparently
made through telephone, website and e-mail without the obligation to disclaim announced to our stakeholders through
identity through Red Line. our sustainability report.
Our Sustainability Approach and Current Strategic Issues
Providing solutions that create transformation and change Conducting our activities in a responsible and ethical way
Social Business Models:
Innovation and Access to Occupational Health and
Farmers' Club, Civil Servants Environment
Communication Safety
Advantage, mWomen
We develop transforming and change making innovative We conduct our activities in a responsible and ethical way being
business models and applications by considering the effects aware of the fact that we need to gain the confidence of our
of mobile technologies on the lifestyles of individuals. stakeholders in order to create transformation and change.
5
Our Sustainability Approach
Relations with Our Stakeholders SUPPLIERS
S EM
ER PL
In order to make stakeholder dialogue an integral part of our TOM
OY
EE
US S
sustainability strategy, we aim to attach more importance to
C
participatory communication models in the upcoming years.
RE
PRE
TS
SEC NTATIVES
Our Stakeholders
POIN
SE
TOR
Our stakeholders are persons and institutions, who may affect or who
SALES
may be affected by the activities of our Company. We attach importance VODAFONE
in dialogue with our stakeholders, take into account their opinions and
TURKEY
TIONS
suggestions and disclose our Company’s performance to our stakeholders.
STITURY
O
MED
The fact that we based our second Sustainability Report on AA1000
BLI ULAT
IA
C IN
Accountability and Stakeholder Dialogue Processes and Standards, is a
PU REG
significant indicator of the importance we attach to stakeholder dialogue.
LO D
A
AN
AD L CO E
C
ITI
S
MI MM RS
NI UN
ST NIVE
RA ITY U
Collaboration with Non-governmental Organizations TIO
N SOCIETY
and Sector Representatives
Non-governmental Platform-Project Objective-Purpose Actions in 2011/12 fiscal year
Organization
Regional Environment Climate Platform To support business community We support the practices regarding creation and
Center Turkey (REC) in fight against climate change application of innovative policies that support energy
Turkish Industrialists and and on the way to switching to saving, energy efficiency, renewable energy and low
Businessmen Association low carbon economy. To work for carbon technologies, as part of our targets.
(TÜSİAD) developing national and corporate
environmental practices.
WWF-Turkey Reducing To reduce carbon emissions We have organized training sessions and events to raise
(World Wildlife Fund) the footprint resulting from our business the awareness of our employees about the nature.
of Vodafone processes.
ecosystem Vodafone Maslak Plaza was entitled to receive the first
"Green Office" certificate in Turkey.
We determined our carbon footprint by measuring our
current carbon emission values; we have developed
our reduction strategies and a road-map, which include
energy efficiency and process changes.
Business Council for Membership To exchange ideas with other We took part in practices regarding the management of
Sustainable Development member companies about social and environmental issues.
Turkey sustainability.
AKÜDER Membership To recycle and regain waste We continue our efforts regarding recycling waste
ÇEVKO materials in line with our legal and materials and raising awareness in the society in line
TEMA (*) environmental responsibilities. with our legal and environmental responsibilities.
MOBİSAD, RVD, TBD, Membership Board To contribute to the development We supported practices performed to contribute the
TBV, TELKODER, TESİD, Memberships of our country through development of the sector and took part in the events.
TÜBİSAD and TÜTED (**) telecommunication and informatics.
DEİK, TOBB, TÜSİAD, Board Memberships To contribute to the improvement We supported the activities within the scope of regional
YASED, TÜRKONFED (***) of investment landscape and and sectoral development opportunities by increasing
national economy in our country. sustainable development and competitiveness and
took part in the events.
(*) Accumulator and Recycling Industrialists Association (AKÜDER), Environmental Protection and Packaging Wastes Recovery and Recycling Trust (ÇEVKO) The Turkish
Foundation for Combating Erosion Reforestation and the Protection of Natural Habitats (TEMA)
(**) Mobile Communication Systems and Instruments Businessmen Association (MOBİSAD), Association of Advertisers (RVD), Turkish Informatics Association (TBD),
Turkish Informatics Foundation (TBV), Independent Telecommunication Operators Association (TELKODER), Turkish Electronic Industrialists Association (TESİD),
Association of Informatics Industrialists (TÜBİSAD), and Association of All Communication Businessmen (TÜTED)
(***) Foreign Economic Relations Board (DEİK), Turkish Union of Chambers and Exchange Commodities (TOBB), International Investors' Association (YASED), Confederation
of Turkish Enterprise and Business World (TÜRKONFED)
6 Vodafone Turkey 2011/12 Sustainability Report
Our Sustainability Approach
Dialogue with Stakeholders
In 2011/12 fiscal year, we have communicated with different stakeholder groups about different subjects on different platforms. We
have also continued to develop collaborations with non-governmental organizations and sector representatives. In addition, in July
2012 we have organized a stakeholder dialogue workshop, where we discussed sustainability vision and performance of our Company
with different stakeholder groups.
Means of Examples of one-way communication Examples of two-way communication
Communication The platforms that we inform our stakeholders The platforms that we exchange ideas mutually
Our Stakeholders
Our Customers • In 2011/12 fiscal year, we have applied customer • Our contact points are: our call centers, sales
perception and satisfaction surveys to 140,000 channels, Vodafone Forum and Facebook where we
corporate and individual customers. By means of these communicate with our customers in person.
surveys, we learn our customer’s expectations and • We organize meetings to understand the opinions and
develop our products and services accordingly. expectations of our customers: of corporate customers
within the frame of our My Business Partner program and
of farmers within the frame of Vodafone Farmers' Club.
Our Employees • We have conducted "How Green Are You?" survey, • We conducted a survey to measure the awareness of
to measure the sustainable consumption habits of our our employees regarding our sustainability strategy and
employees and to raise awareness about their lifestyles. report.
• Next to employee satisfaction survey, we applied Global • We learn the ideas and expectations of our employees and
People Survey, which evaluates our occupational take the necessary actions by evaluating the performance
health and safety and environmental performance. of our Company and our employees via internal
communication channels and regular meetings.
Society • In corporate reputation survey, which involves • In July 2012, we organized a stakeholder dialogue
all stakeholders from every walk of life, we evaluate workshop, where we discussed sustainability vision and
Vodafone's sustainability reputation and performance. performance of our Company with different stakeholder
groups.
Regulatory Public • We provide sector specific information flow through • We participate in conferences with regulatory public
Institutions reports to regulatory public institutions (e.g. coverage institutions in order to develop continuous dialogue in
rate). issues that concern our sector and our company.
Local Community and • In line with our network deployment policy, we closely • We keep the mutual dialogue alive by receiving the
Administrations follow the developments regarding base stations and opinions of local people and administrators especially
health; we share the research done by leading institutions, about base stations.
such as World Health Organization and International
Cancer Research Agency, through our website.
Our Suppliers • We encourage our suppliers to show high environmental, • Within the frame of Supplier Performance
social and ethical performance by requiring them to Management Program, we support our suppliers to
follow Code of Ethical Purchasing. develop their capacities.
Sector • We share our performance transparently through our • We develop collaborations with sector Representatives
Representatives and website and our sustainability report regarding the and NGOs in line with our sustainability approach.
NGOs subjects that concern sector representatives and NGOs
Our Shops • We get feedback from our shops through periodical • We support our shop employees to develop capacities by
satisfaction surveys. organizing training programs about service quality and
customer relations etc.
Students • We announce our services and activities concerning • We conduct special "Communication Sponsorship"
young population online via our website and social project with successful student clubs of 10 colleges
media, via brochures and banners in campuses. in order to hear thoughts and expectations of college
students. The Youth Advisory Committee, which is
constituted by elected representatives of these clubs,
conducts studies such as case studies about marketing
and human resources.
Press • We inform press about our practices in line with our • We invite press members to our events regarding
transparent and ethical business principle. sustainability and we support them about informing the
society and answer their questions.
7
Our Sustainability Approach
Material Sustainability Issues
We have built our sustainability management and reporting approach on issues Stakeholder Dialogue
that are material for both our Company and our stakeholders in line with AA1000 Workshop
Assurance Standard. While determining the content of this report, we have We organized a "Stakeholder Dialogue
conducted materiality exercises with our internal and external stakeholders. Workshop" in July 2012 for the first
Representatives of our sustainability reporting team determined the issues that may time in Turkey in order to inform our
influence our corporate performance, along with the issues, which our stakeholders stakeholders about our sustainability
would like to be informed. Then, we have also discussed these issues with our vision that we have place at the center
stakeholders in the Stakeholder Dialogue Workshop. As a result, we have created the of our business processes and to
content of this report with the issues that influence our corporate success as well as exchange ideas about our practices.
that have high impact on our stakeholders.
In this Stakeholder Dialogue
The content of our Sustainability Report focuses on material issues for both Workshop, where 30 stakeholders
our Company and our stakeholders. have participated, we discussed the
value that our Company has added
High
Waste Management (e.g. Customer satisfaction to the society and to its customers
network related waste) Customer data privacy with its products and services, our
Access to communication environmental effects and our social
Enviromental products and Innovative products and services for our customers investments that we have actualized
Importance for the Stakeholders
services (e.g. recycling mobile Social business models supporting development
phones) Vodafone Turkey Foundation’s Projects
via Vodafone Turkey Foundation. The
invaluable feedback, opinions and
Energy and Carbon management suggestions of our stakeholders will
Paper usage ( e.g. E-bill) feed our sustainability strategy and
carry us one step further in the near
Employee satisfaction
Business continuity future. The outcomes of this workshop
Business ethics also supported us on determining the
Base stations and health, EMF applications material issues in our 2011/12 fiscal
Sustainability management in supply-chain year Sustainability Report.
One of the participants, Futurist Ufuk
Water usage Human resources practices (diversity and Tarhan, President of Advisory Board
inclusion, talent management, training and career
development)
of Futurists Association, stated the
following about the workshop: "We
Low
have been motivated and our hopes for
a "better future" have been lightened
Low Impact on Vodafone Turkey’s corporate performance High up by being a part of this well-prepared
workshop, which has been managed by
professional experts and where the top
management has actively participated.
I hope Vodafone's Stakeholder Dialogue
Workshop will set an example for all
institutions. I would like to congratulate
Vodafone sincerely, for handling social
issues systematically and strategically
with a serious and focused structure."
We aim for making this
valuable workshop a regular
activity, which serves our
common and sustainable
future as a platform of
dialogue.
8 Vodafone Turkey 2011/12 Sustainability ReportOur Sustainability Approach
Stakeholders’ Opinions
Zafer Ali Yavan, Faruk Eczacıbaşı,
Turkish Industry and Business Turkish Informatics Foundation
Association (TÜSİAD) Secretary (TBV) Chairman of the Board
General The fact that Vodafone, a global
We appreciate the achievements communication company,
of Vodafone Turkey, which offers services in our country is
became one of the most an advantage for Turkey, since
important mobile communication it is a modern company with
companies in Turkey in a short awareness of social responsibility,
period of time, by bringing the experience of Vodafone Group open for competitiveness and innovation. It requires a strong
that holds a significant position in global telecommunication infrastructure and brand reliability to progress in a competitive
sector to Turkey. Along with its strategy to increase its market environment, where telecommunication technology constantly
share, Vodafone Turkey has prioritized the expectations of the improves. We observe that Vodafone has these qualifications.
society and appreciated by the society by placing sustainability
We appreciate social responsibility promise of Vodafone Turkey.
at the center of its business model.
Especially Women's Movement in Technology (mWomen),
Telecommunication sector holds a strategic position in which is conducted in collaboration with Cherie Blair
terms of its innovation potential and being a mediator for Foundation that encourages women to use technology, is very
the advancement of innovation capacity in other sectors. meaningful in terms of encouraging housewives to work and
When we consider information society and information based entrepreneurship. If I may quote from the report of the World
economic processes as the most important components of Bank, "Women are the greatest untapped potential of Turkey."
sustainable growth, the role of telecommunication sector in Vodafone's approach regarding this issue is an invaluable
terms of national economy and development is very critical. contribution for the solution of a significant social problem
Vodafone is considered as a model in the sector being a foreign that affects our competitiveness in global platform. Vodafone
capital enterprise with its practices in technology transfer and supports our Foundation in an incentive system that the civil
sustainability fields. With its international experience and know- society has given to public sector in order to encourage public
how, Vodafone has brought both added value and significant administration mechanism to work more productively and
dynamism into the sector in terms of competitiveness. In effectively.
addition, global-scale telecommunication culture of Vodafone
The assumption that Information and Communication
Group has casted light upon Turkey.
Technologies contribute to economic growth is verified by
As a stakeholder, our expectation from Vodafone Turkey is to the studies globally and this is valid for developing countries.
integrate environmental and social sustainability into its growth For example, the report of World Bank, "Information and
strategy. While making technology accessible to everyone with Communication for Development 2009: Access Expansion
investments in R&D and innovation, we hope that Vodafone will and Increase in its Effect", has analysed the effects of mobile
make investments in technologies that minimize environmental phones and broadband Internet connection in 120 countries.
effects of these services and will contribute to the sustainable In developing countries, on average 0.8% increase in GDP has
environment awareness in the society. been detected though use of mobile phones. Therefore, we
believe that the added value in Turkish economy created by
When regional differences in development are taken
Vodafone Turkey’s services is substantial.
into consideration in investment decisions, employment
opportunities are created in underdeveloped regions in Eventually every company aims for creating value for its
Turkey and that contributes to the regional development. We own institutions, for society and for environment though its
appreciate Vodafone call centers in Anatolia and we wish that activities, because the private sector feeds on the welfare of the
Vodafone would continue similar investments. society. Vodafone has been maintaining this balance and I am
sure it will continue to maintain it in the future.
We believe it is important that Vodafone expands and bases its
sustainability commitments on measurable criteria in line with
international standards and that it shares the results with the
public every year. In this context, applying these principles in
interactions with its stakeholders and in supplier selection will
make a great contribution to gain stakeholders’ trust.
9Our Customers and Society
We consider "unconditional customer satisfaction" principle as our main target while offering products
and services. At the intersection of customer satisfaction and our corporate responsibility insight, we
offer innovative services and programs for social business models and value added services to our
customers.
By adapting global experience and knowledge of Vodafone Group, we offer the latest
services and technologies in mobile communication to everyone, every time and from
everywhere. We perceive our customers as our social stakeholders that we can add
value each other mutually. We develop products and services special to our customers
with our understanding of social business model.
In order to make Vodafone experience of our more than 18 million customers in 81
provinces unique in every way, we have listened our customers carefully last fiscal year
as well. We have continued to increase our service quality by evaluating their feedback
and to offer value added services and programs, such as Vodafone My Business
Partner, Vodafone Farmers' Club, Civil Servants Advantage and mWomen.
As the most rapidly growing operator in Turkey, we are constantly developing our
products and services that we offer to our corporate customer segment. Following
Vodafone Alternatif Telekom Hizmetleri A.Ş. (Borusan Telekom) in 2010,
we made a significant move in data field by including Vodafone Net İletişim
Hizmetleri A.Ş. (Koç.Net) in 2011, one of the major alternative telecommunication
operators in Turkey. Thus, the major and holistic telecommunication solutions that we
offer especially for our corporate customers have achieved a rapid growth by almost
doubling in terms of volume. Through Vodafone Net, our customers obtain "holistic It is possible to follow our contribution to
informatics solutions" at one stop. national economy and society through
Our Contribution to National Economy the value created by the latest mobile
We make major contribution to the national economy and to the employment communication technologies that we offer
and by our social business models. Vodafone
through our ecosystem with 53,000 members including our employees, suppliers
Farmers' Club, which is sets the example of a
and distribution channels. Our call center in Samsun, which has been completed with social business model in agriculture sector,
16 million TL of investment in November 2011, has joined others in Istanbul, Ankara, increases the productivity of farmers by
Elazığ and Uşak. We attach great importance to the cities in Anatolia which should facilitating their access to advanced mobile
receive what they deserve from the investments, to help overcome unemployment communication technologies. The mobile
problem among young population and to increase employment. We maintain our services offered by this platform, which has
corporate investments in projects that create employment in regions that have priority more than 700,000 members, are estimated
in economic and social development. We plan and realise our call center investments, to create approximately 100 million Euro
where 2,500 people are employed, in a way that they contribute to economic and worth of productivity increase in agriculture.
social development of the region.
Approach Commitments Objectives for 2012/13 Fiscal Year
Providing We will maintain the importance that we attach to To continue being the most recommended operator in Net Promoter's
solutions customer satisfaction. Score.
that create
We will enrich and expand Vodafone Farmers' To provide smart communication and automation solutions to facilitate
transformation Club. farmers' lives by analyzing their business processes.
and change
To develop special applications to increase the competence of farmers in
technology.
We will successfully maintain our mWomen To continue conducting Women's in Technology Movement through
campaign. Vodafone Turkey Foundation.
To offer products and services for women.
We will provide services and products for special To offer new tariff solutions to ease the lives of physically disabled
needs of physically disabled citizens. customers.
We will make mobile communication In order to facilitate our customers' access to our services, to continue
technologies available for more people and increasing the number of our sales and distribution points.
corporations each day.
10 Vodafone Turkey 2011/12 Sustainability ReportOur Customers and Society
My Business Partner
We offer comprehensive solutions to companies of all sizes to meet their corporate communication needs.
We are determined to support companies through “Vodafone My Business Partner
Program” as their "reliable business partner" by creating wise and innovative solutions Examples of Vodafone My
to develop their business sustainably. Our customer-oriented program Vodafone Business Partner Services
My Business Partner aims to contribute to enhancing the competitiveness of the
companies in Turkey. More and more companies prefer Vodafone My Business
m-Tracking
Partner, which offers a portfolio of 100 products and services. "Machine to Machine What is it?
Communication", M2M solutions are the leading innovative services that we offer to m-Tracking is a solution developed for
tracking mail deliveries. The barcode on the
our customers.
delivery is scanned by using the smart phone
Why Vodafone My Business Partner? camera and included into the system. The
delivery can be queried from the system and
• We transform our global knowledge into wise and appropriate solutions for our
tracked online on the map.
customers' needs.
• We offer all solutions centrally, regarding mobile, fixed telecommunication and What are the benefits?
information technologies. • Transfers delivery tracking transactions
• We create holistic solutions with our strong global and local business partners. into mobile platform and ensures
• We make continuous investments to provide innovative products and services. productivity in processes.
• Company operation points and
customers from all around the world can
use it.
Examples of Vodafone My Business Partner Services
Telemetry Who is the target?
m-Tracking is ideal for the companies
What is it? offering express delivery services.
Telemetry applications provide mobile product measurement and location data
collection, interpretation and management. In this system, the information, such as DHL Express customers can track their
location, speed, temperature and humidity, are sent to company headquarters from all deliveries globally via their mobile
units that require tracking and management on the field, and the headquarters may warn phones by means of m-Tracking.
related units in case of alarm and limit violations. Location and timing data of all deliveries of
DHL Express are entered into the system
What are the benefits? at each checkpoint. This system, which has
• Enable a more productive stock management. been integrated with m-Tracking application,
• Accelerates the transfer of purchased product information to the company can be used in all the regions where DHL
headquarters, facilitates accounting transactions, provides considerable amount of Express operates. By scanning the barcodes,
savings and speed. DHL customers can instantly display
Who is the target? the departure and arrival points of their
Ideal for businesses, where weighing is frequently used, such as raw material and deliveries, their latest location and route on
agricultural products. the map.
Doğuş Çay performs the measurement of the tealeaf remotely by using M2M
Telemetry System. It reduces production costs by collecting all the information
with a single touch.
Doğuş Çay performs tealeaf measurement and transportation with Vodafone My
Business Partner Telemetry System. The system ensures that tea purchases are made
in accordance with the quota. The system prevents overstocking, which may impair the
quality. The information of all tea purchasing centers is tracked electronically in real time
from a single center. In addition, the manufacturers, who sell their produce can perform
easier and more reliable sales and purchase transactions. Doğuş Çay plans to save 8
million TL in 3 years with Telemetry system.
11Social Business Models
Farmers’ Club
We enhance the quality of life of millions of Turkish farmers with mobile technologies.
The importance of productive use of depleting natural resources in agriculture
is increasing. Along with the rising world population, the need for food resources
increases rapidly and the productivity and effective distribution in food production
becomes critical. Thus, it is necessary to perform agricultural business processes more
effectively and with low cost for farmers, who are the milestones of agriculture, to
meet our food needs more effectively. While agriculture and related sectors employ
approximately 27% of the population in Turkey, 9% of share of agriculture in GDP
decreases gradually.
By considering these facts, we aim to contribute to agricultural and rural development
of Turkey through our products and services. We run Vodafone Farmers' Club
Program in collaboration with the Ministry of Food, Agriculture and Livestock and with
Agricultural Credit Corporations. The program has about 700,000 members and it aims
to increase productivity of farmers with mobile communication technologies.
Examples of advantageous services that ease the lives of
Vodafone Farmers' Club members
2434 Farmer News Package
Our Vodafone Farmers' Club member customers can become a member of 2434 Farmer
News Package service for free. Farmer News Package inform our members through SMS
about news such as district weather forecasts, product-specific plant disease and insect Mustafa Avcıoğlu,
warnings, agricultural supports, grants and investment supports, product market prices, latest Organic Olive Oil Producer,
developments in agriculture sector and free fair invitations. Since the end of 2009, when the Member of Vodafone Farmers'
service was established, 60 million messages in 325,000 different subjects have been sent. Club
Vodafone Farmers' Club Trailer Truck and Training Programs Farmers' Club Trailer Truck has
Vodafone Farmers' Club Trailer Truck has covered 128,000 km of distance and visited arrived. They have encouraged us about
around 141,000 farmers in 25 provinces and 139 districts and organized training programs organic farming and have given us a
on how to facilitate production and increase productivity by using technology. conference. Now we produce organic
After Van earthquake on October 23, 2011, Vodafone Farmers' Trailer Truck has been olive oil. Thanks to them, we are very
located in Erciş district of Van as 'free communication station' as part of the disaster pleased now. We placed advertisements
management program. The trailer provided services with 38 phones, 25 SIM cards, 14
by using Vodafone Advertisement
laptops, 45 charging units, 8 modems and free call service with internet connection,
Service. Now we are harvesting and
internet service, charging station and free SMS information service. 16,800 people
communicated with their relatives in Van with Vodafone Farmers' Trailer Truck, 3,625 we are receiving phone calls from the
people used Internet services, 13,900 people used charging units and 23,500 people used buyers. Vodafone supports us in selling
SMS service. our products.
Farmers' Advertisement Service
Vodafone Farmers' Club members can sell their products and crops without any mediators
through Farmers' Advertisement Service. The farmers, who advertised their products, get
the chance to offer their products in 81 provinces of Turkey and sell them at the right Vodafone
price. These advertisements are free and published in communication channels, such Farmers ’
as major agricultural e-trade website www.tarimsalpazarlama.com (available in Turkish)
Village TV and leading agriculture magazines. As of March 31, 2012, more than 6,000
Club
farmers have sold 6 million TL worth of products via Farmers' Advertisement Service.
12 Vodafone Turkey 2011/12 Sustainability ReportSocial Business Models
Civil Servants Advantage
??? meeting communication needs of civil servants, we also support their personal development.
While
In Turkey, around 3 million citizens serve as civil servants in areas of education,
security, health and national defence, and together with their families, this population
reaches 10 million. In line with our social business model approach, our aim with
Civil Servants Advantage Program, which we introduced in August 2010, is to make
civil servants’ choose Vodafone for both communication and personal development
needs.
With Vodafone Civil Servants Advantage Program, we offer special services
and opportunities to civil servants with a focus on their prior needs along with
advantageous tariffs and innovative product.
Examples of Vodafone Civil Servants Advantage Program
Government Employee Academy is a free online training platform, which we
have created to support career development of Vodafone Civil Servants Advantage
Program members. "KPDS English Preparation Program Package" that we offer in this
platform is meant for Foreign Language Proficiency Examination for Civil Servants
(KPDS). With English language education that contains 11 units, 27 subjects and 900
minutes of video prepared by Wall Street Institute experts, the program aims to enhance
competencies of civil servants.
For more information (available in Turkish):
http://www.kamuakademi.com
Kamupanya is an online shopping platform that we have created for civil servants
to spend their incomes effectively. Our customers can make shopping with advantages
of up to 50% discount among hundreds of products. As from January 2012, the total
savings made by platform users has been 2 million TL.
For more information (available in Turkish):
http://www.kamupanya.com.tr
13Social Business Models
mWomen Program
We increase participation of women in the social and economic life with the power of mobile communication.
mWomen Global Program is a public and private sector initiative, which has
been initiated in collaboration with World GSM Association (GSMA) and Cherie Blair
Foundation in 2010. The purpose of this program is to reduce men-women inequality
by half by year 2014 by providing access to mobile technology for 150 million
women living in developing countries.
The following are among the goals of the program:
To facilitate and generalize provision of value added mobile services in health,
finance, education and entrepreneurship for women, who cannot sufficiently
access the social services.
To support women, help them to be leaders and to make them participate in
social and economic life with the opportunities of mobile communication.
Our support to mWomen Program as Vodafone Turkey has begun, when Vodafone
Turkey Chief Executive Officer Serpil Timuray and our volunteers personally signed
"Freedom of Communication is the Right of Women" declaration with the occasion of
International Women's Day on March 8, 2011. Following this, we have realised various
projects in Turkey.
In August 2011, the research "Closing the Social Gap Between Genders in Use
of Mobile Technologies in Turkey: Difficulties and Opportunities" has started. The
purpose of this comprehensive field study was to detect substantial needs of women
in mobile communication and to take necessary actions to overcome the challenges.
The research has been conducted by face-to-face interviews with 1,607 women
between the age 15 and 65 in 16 provinces in collaboration with GfK and under the
leadership of Associate Professor İpek İlkkaracan from Istanbul Technical University.
At the end of this research, the level of mobile technology usage of women and the
incentives and barriers regarding this usage have been determined and a report has
been prepared.
Findings and Results of the Research
While approximately 1/3 of women use computers or Internet, this rate is higher
in men (TUIK 2011). The rate of not using mobile phones in women between age
15 and 65 is 30% (approximately 7.5 million women) and the rate of not using
mobile phones in men is 9% (GfK 2011). These rates show that the probability of
women having mobile phones in Turkey is 21% lower than men. With this research,
it is determined that there is social gender difference in Turkey in terms of mobile
technology usage. It has been observed that the differences between men and
women regarding communication and access and ownership of information
technologies were related to education, participation to labour force and
socioeconomic status of the household.
Abovementioned research has been the foundation of "Women's Movement in
Technology" Program conducted by Vodafone Turkey Foundation, KAGIDER and
Turkish Informatics Foundation.
In 2012, we shall develop applications to facilitate women’s access to mobile
communication as social business model.
14 Vodafone Turkey 2011/12 Sustainability ReportOur Customers and Society
Access to Communication
We carry Turkey to a better future by making mobile communication Customer Satisfaction and Net
technologies accessible to more people and organizations. Promoter's Score
Customer feedback is the one of our
Access to communication is one of the material issues for us and it has two
most important information sources.
meanings:
We conduct market research in order
• Access to telecommunication technology: We perform the access of to increase service quality in customer
individuals to telecommunication technology by enhancing our network and by services, sales points and online
providing customised services for different needs. channels, which are our main contact
• Communication with Vodafone: We ensure that our customers reach us points with our customers, and in order
through our sales and distribution points, our Call Center, Online Help Center on to improve the customer experience
our website and My Vodafone. points, such as network infrastructure,
tariffs and data services, which are
Access to Telecommunication Technology critical parts of Vodafone experience.
Our network investments still continue in order to provide nation-wide access to Our Net Promoter's Score Research
telecommunication services. Thanks to our 2G base stations, the coverage rate of this measures the rate of recommendation
technology has become 99.2% as from September 2012. of an operator by our customers and the
users of other mobile communication
Solutions for physically disabled citizens: We are developing solutions to service providers. In 2011/12 fiscal year,
facilitate physically disabled individuals' access to telecommunication services. we used the feedback that we received
Visually impaired Vodafone customers can hear the articles of subscription from Net Promoter's Score Research into
agreement with Subscription Contract in Audio Format. Another service that development projects and we continued
we provide for hearing impaired customers is Ring back Tone Service. With this to improve Vodafone experience in every
Service, the following text is announced to the person that calls our hearing impaired single point. As a result, we maintained
customer: "The person you have called in hearing impaired. You can use SMS or MMS our position as "the most recommended
to reach this person." In addition, with Barrier Breaking Tariff Plans, we try to offer operator in Turkey".
advantageous tariff solutions to our physically disabled customers.
Communication with Vodafone
Our sales and distribution channels: We continue to increase the number of
our sales and distribution points in 81 provinces in order to facilitate our customers'
access to our services. The number of our Vodafone Shops has reached 1,260 with
154 new shops. We maintained our first place in product availability with 17,000 sales
points.
Our Call Center: Our customers can contact us via e-mail, fax, mail or telephone.
Our customers can reach our Call Center for their requests and complaints by dialling
444 0 542 or 542 (for the calls from Vodafone network).
Vodafone Forum: Our social media platform Vodafone Forum is online since March Our Call Center Services
2012. Vodafone Forum, which is a new customer services channel for needs and In line with our unconditional customer
preferences of our customers in a changing and developing online platform, provides satisfaction principle and our vision to
a free and participatory communication platform for our current and potential become the most trusted and preferred
customers. Our customers, who would like to get to know Vodafone better and who communication brand in Turkey, we try to
prefer to make an online research for purchasing decision and technical assistance provide the best services that meet the
can benefit from Vodafone Forum for: expectations of our customers.
• Receiving information or help regarding products, services, campaigns and • In our call centers, we connect 87% of
mobile communication devices, our customers with one of our customer
representatives in maximum 85 seconds
• Sharing their experiences and asking questions to each other,
including the announcements in
• Receiving support of Vodafone employees when accurate solutions are needed. interactive voice response system.
• We resolve the complaints of 80% of
our customers within maximum 17
Donations from our customers to foundations and charities hours after recording time.
As a result of donation programs made with 47 different foundations and charities,
• We resolve the problems of 97% of our
13.8 million TL of donations have been collected via 2.7 million donation messages in customers within the time period that
2011/12 fiscal year from Vodafone customers. we promised.
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