(Last updated: 5 Oct 2011)

Trends and opportunities

ICT business opportunities

• Communications technologies
• E-health
• Digital learning/online learning software
• Green ICT

Why is this market attractive for Australian companies?

• GSM companies will be procuring new network equipment and software to expand their services and provide better quality service to their clients.
• Turk Telekom’s (main landline operator) potential investment of over $2-3 billion for its Next Generation Network (NGN) project and other technologies and services will be a major opportunity.
• Turk Telekom’s plans to change its rural area switches with small telephone switches in 10,200 switch centres. Australian companies should consider this large telecom market as a hub for the region and consider establishing joint venture companies to supply to the EU markets as Turkey is already in the European Customs Union and a candidate to join the EU.
• Wimax will open an era of opportunity once BTK (ICT Authority of Turkey) grants licenses in 2011.
• The young population and new home buyers will continue to invest considerably in consumer electronics, pc/notebook and audio/visual sales.
• One in four of the largest companies in Middle East and North Africa are Turkish.
• Sixty-five per cent of industrial exports from the MENA region originate from Turkey.

Marketing your products and services

Top tips to be successful in Turkey

• Have something truly different and be prepared to work hard conveying that message
• Having a local partner - relationships and building trust are critical and take time.
• Careful planning and patience are the keys to success in Turkey.

How does doing business in Turkey differ from Australia and what do Australian companies need to do in approaching this market?

• European business ethics and modern management practices.
• Highly (often foreign) educated managers, growing skills base.
• Increasing use of English for business, but fluency varies.
• Hierarchical business structure - identify key decision-makers.
• People are very internationally-minded.
• Australian exporters may face many of the same challenges that exist in other emerging markets, such as contradictory policies, regulations and documentation requirements, lack of transparency in tenders and other procurement decisions, and a time-consuming, unpredictable judiciary and legal and regulatory framework.

Key ICT Events in Turkey

CEBIT Eurasia – 06-09 October 2011

Links and industry contacts

Telecommunications Authority’s web site – www.tk.gov.tr
Turkish Competitive Telco Operators Association (TELKODER) – www.telkoder.org.tr
Turkish Electronics and IT Industries Association (TESID) – www.tesid.org.tr
Turkish Informatics Industry Association (TÜBISAD) – www.tubisad.org.tr
Turk Telekom – www.turktelekom.com.tr
Turkcell – www.turkcell.com.tr
Vodafone – www.vodafone.com.tr
Avea – www.avea.com.tr

Contact details

The Australian Trade Commission – Austrade – is the Australian Government’s trade and investment development agency.

Through Austrade’s network of offices in over 50 countries, we assist Australian companies to succeed in international business, attract productive foreign direct investment into Australia and promote Australia's education sector internationally.

For more information on how Austrade can assist you, contact us on:

Australia ph: 13 28 78 | Email: info@austrade.gov.au

A list of Austrade offices (in alphabetical order of country) is also available.