Mobilising The Web

Slide 2: I am here to talk about...

Slide 3: Mobile Marketing: The Next ‘Big Thing’

Slide 4: We expect WAP-based advertising to be the largest category for mobile advertising spend in the short-term. - Pyramid Research, 2006 Global mobile penetration will reach 75% by 2011. - Portio Research, 2007 We project that marketers will spend $14.4 billion in 2011 to serve ads into various forms of mobile media, up from $1.4 billion this year. - Strategy Analytics, 2007 Total mobile phone retail revenues will reach $180.9 billion by 2012. - Informa Telecoms & Media, 2008

Slide 5: Yawn, heard it all before... You smell like berries!!!

Slide 6: 2D Barcodes explained • Invented in Japan for inventory tracking (‘94) • 2D codes store data in 2 dimensions • Shapes differ from traditional 1D codes (square) • Allows for more data eg. URLs to be stored • Error-correction built-in to assist accuracy • Various ‘symbologies’ on the market QR Code mCode Datamatrix ColorCode ShotCode Colorized QR

Slide 7: Pre-Requisites 1. Camera Phone 2. 2D Barcode reader software 3. WAP/3G Connection 4. At least 1 steady hand

Slide 8: More than just random dots: QR Codes in the wild

Slide 9: Inventory

Slide 10: Stationary

Slide 11: Packaging

Slide 12: Food

Slide 13: Billboards

Slide 14: Billing or “Big Brother”

Slide 15: GPS Bus Schedule

Slide 16: Clothing

Slide 17: Chopsticks?

Slide 18: Virtual Meets Real: The Semapedia Project

Slide 21: Introducing TimesCode: Cross-platform advertising

Slide 23: Words to ‘Sesihlangene’ Phuzekhemisi Shouting: "Niyabasaba Na? (Are you afraid of them?) The crowd or impi Responds: "Hhayi Asibasabi Siyabafuna" (No, we aren't bring them on) Kennedy Tsimba first verse: Stand Up And Fight Now Stand Up And Stomp Your Feet Stand Up And Fight Now Stand Up, Stand Up I Got Everything That I need The Sky Above My Head The Soil By My Feet And It's Our Country It's My Home And I Know You'll Try And Intimidate Me You'll Try And Scare Me Show Me The Reason Why I Should Be But I Don't See I got My People's Pride Inside Of Me My Father's Legacy   Phuzekhemisi and the crowd chorus: We Sizwe Sakithi (calling to our nation) Akekho Umuntu ongathatha thina Sesahlangana (none can touch us we are now united) Akekho Umuntu Ongathinta Thina Singama-Africa (none can touch us we are Africans)

Slide 25: Yes, yes but has it worked? Well...

Slide 26: Past 3 TimesCode Campaigns 5,500 4,125 2,750 Reader Requests Competition Entries 1,375 0 1 2 3 ign ign ign pa pa pa am am am C C C

Slide 27: Advantages 1. Convenience 2. Instant-gratification 3. Highly recognisable 4. Innovative & fun 5. Bridges print-mobile divide 6. Triggers different events 7. Works well with SMS 8. Helps to Build powerful databases 9. Measurable

Slide 28: Barriers to Entry 1. Education 2. Technology hasn’t hit mainstream in SA 3. Software doesn’t support all handsets 4. Mobile data costs still prohibitive 5. Business models tricky to define

Slide 29: And finally: For those PSB fans...

Slide 30: Pet Shop Boys - Integral

Slide 31: The End: Questions?