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Mobile Marketing UK & Africa 2010 snapsot

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Client friendly snapshot - Mobile Marketing. UK & more advanced African mobile markets

Client friendly snapshot - Mobile Marketing. UK & more advanced African mobile markets

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  • Innovative – new handsetsImmediate – sms/mmsTrust- providersRelevance - Information Personal
  • The 02 and Placecast partnership is the first of its kind in the UK. It allows brands to automatically send targeted MMS and SMS messages to opted-in 02 customers, based on their exact location.For both Starbucks and L’Oreal, the partnership has enabled them to send SMS discounts to 02 customers entering fenced off geographic zones. SMS discounts will only be sent to those customers who have opted in to the O2 More program. They also have to of shared their interests with O2 and be over the age of 16. Customers will receive a maximum of 1 SMS discount a day.For this trial campaign, Starbucks are delivering an SMS voucher to customers interested in food and beverages. The SMS offers customers 50% off on it’s VIA Ready to Brew selections and is redeemable at nearby stores.L’Oreal is running a similar campaign, sending out a buy one get one free coupon via SMS to customers interested in beauty.This is a great way to deliver mobile marketing to potential customers who want them! Tell us your thoughts and what you think……
  • MOST IN sA
  • Mobitainment set up an entry mechanism over mobile that was the most affordable for the consumer to express interest in being a contestant on the TV Show. The participant could send a free Please Call Me, which triggered off an Automated Voice Message call-back to ask the participant questions to pre-qualify him or her as a customer and prospective contestant."The mobile phone was used as a tool to engage with customers in a fun, entertaining way, elicit a measurable response from them and motivate them to purchase the product. It is seen as an important channel for communicating with consumers and the database created from the respondents will be used to contact them in the future with relevant information and competitions or promotions. The mobile phone truly became the remote control to the customer through TV, increased the awareness of the new brand and encouraged consumers to try the new product," she concludes.The free entry mechanism for this competition created high entry volumes averaging at 8 300 per day and peaking at over 12 000 daily entries for the two-month duration of the campaign. The fact that the participant got a call back from none other than the South African celebrity and host of the TV Show, DingaanMokebe, created a lot of excitement around the campaign, the TV show and of course the brand. It made people feel important and special. Critical to the campaign was the ability to reach the participants and speak to them in their mother tongue vernacular language.
  • M-Pesa is available to all and the app lives on your sim card
  • Nigeria, Africa’s most populous country and its largest mobile market, willcontinue to record strong growth in net additions over the forecast period.However, the number of net additions in Nigeria will fall in successive yearsas the market matures, so, although the country recorded 22.2 million netadditions in 2009, it is forecast to record the substantially smaller number of5.5 million net additions in 2014.There will be a similar pattern in other major markets in Africa (see fig. 3).Egypt recorded 11.4 million net additions in 2009 and will record 2.2 millionin 2014; South Africa had 5.3 million net additions in 2009 and will have 1.2million in 2014; and Uganda had 4.4 million net additions in 2009 and willhave 1.9 million in 2014. The remaining countries of Africa recorded 58.1million net additions in 2009, which will more than halve to 21.3 million in2014.
  • Annual voice service revenues in Africa are forecast to rise each year until2012, but will fall in 2013 and again in 2014 as voice tariffs decline asa consequence of increasing competition.

Mobile Marketing UK & Africa 2010 snapsot Mobile Marketing UK & Africa 2010 snapsot Presentation Transcript

  • Mobile Market
    Snap shot
    UK & Africa
    2009 – 2014
    HELLO
    THIS IS
  • Agenda
    • INTRODUCTION
    • LANDSCAPEUKAfrica – Focus on South Africa
    • OPPORTUNITIES
    • TECHNOLOGY ADOPTION
    • HIGHLIGHTS TAKEN FROM GLOBAL FORECAST 2009 – 2014
  • Introduction
  • What is Mobile Marketing
    It covers a wide range of areas:
    Response
    Acquisition
    CRM
    Branding
    Experiential
    Commerce
    & technologies:
    SMS
    MMS
    Mobile Web
    Mobile Search & Advertising
    Apps: games & utilities
    QR, Bluetooth, Contactless &
    much more….
    & can help
    Generate high response rates
    Offer immediate CTA
    Uplift sales
    Better brand awareness
    Improve customer relationships
    Change consumer behaviour
  • Some things change
  • Some things don’t
    Brands are still developing products
    in the same silos year on year
  • Branches
    Call Centres
    Own-brand web sites
    TV Advertising
    Direct Mail
    Outbound calling
  • Customers are elsewhere
    Social Networks
    Mobile Web
    Widgets
    Games
    Mates
    Email
    Apps
    SMS
    Viral
    IM
  • The mobile user
    Innovative – new handsets
    Immediate – sms/mms
    Trust- providers
    Relevance - Information
    Personal
  • UK
    Landscape
    HELLO
    THIS IS
  • Mobile is becoming central in
    social media
    • 120 million mobile subscribers in the UK in 2010
    informa global mobile forecasts
    • Mobile users twice as activeas non-mobile
    • 50% of UK status updates on Facebook are made from mobile
    • Twitter saw 62% increase in mobile app use
  • SMS & MMS are still the heart of mobile
    marketing
    • Mobile messaging use is still rising
    • Response mechanism across media channels
    • Essential CRM tool
    • Read rate in excess of 90%
    • Accessible to everyone. No data needed
  • Mass Market
    Smart phone adopters
  • Mobile Advertising
  • Focus on smart phones
    Visual Search
    Google Googles
  • Mobile Commerce
  • Location Based Community
  • Results
    Dominos UK credited 29% pre-tax profit due social media & Foursquare particularly Marketing magazine 2010
    Facebook is developing a campaign with McDonalds to provide check in offers to the burger joint’s visitors. With 100 million of Facebook’s users accessing the social media site through their mobile, the potential of this kind of offer looks massive
  • Forward thinking
    Facebook is developing a campaign with McDonalds to provide check in offers to the burger joint’s visitors.
    With 100 million of Facebook’s users accessing the social media site through their mobile, the potential of this kind of offer looks massive.
    McDonalds are looking to develop a local page.
  • Focus on mass market
    SMS & MMS Couponing
    Starbucks and L’Oreal have teamed up with O2 and Placecast (a location services platform) to test location- based messaging in the UK. These two brands are the first to be signed by 02 media for a 6 month trial period.
    DMA Mobile Nov 2010
  • African
    Landscape
  • 3 years ago
    there were no smart phones
    but
    280.7 million mobile subscribers in Africa
  • 2010
    42.7 million smart phones
    &
    574 million mobile subscribers
    in Africa
  • By Market
    • Nigeria, Africa’s most populous country and its largest mobile market, with 105.8 million subs in 2010
    - 1.5 million are post-paid
    • South Africa had 57.1 million total subs in 2010
    - 10.1 million are post paid
    • Uganda had 17.5 million subs in 2010 - 0.6 million post paid
  • Economic Triggers for growth
    • Every year 20MM mobiles are upgraded in the UK alone
    • Mazuma mobile collects & reuses these phones in China, Pakistan & Africa
    • Mazuma mobile re-homes an average of 150k second hand phones a month
  • SMS Campaign / Brand Engagement
  • Brand Awareness / Direct Response
    Automated Voice
  • Distimo 2010
  • Opportunities
  • 50% of Africans have cell phones – more than double who have access to bank accounts.
    M- Pesa started allows money transfer p2p with no bank account
    Social networks & micro payment providers are merging
  • Connecting Globally
  • Technology
    Adoption
  • 2007
    Automated Voice
    SMS Brand engagement
  • 2010
    Mobile Web
    Mobile Social Networks
  • Forecast
    2009 - 2014
  • Africa, mobile voice and data revenues, 2009-2014
  • South Africa’s mobile data market, the biggest on the continent, will more
    than double in size US$1.45 billion in 2009 to US$3.41 billion in 2014.
  • However, the mobile data markets of both Nigeria and Egypt will triple – Nigeria’s mobile data market will grow from US $423 million in 2009 to US$1.28 billion in 2014, 2014.
  • Uganda’s mobile data market is much smaller but it is forecast to expand at a tremendous rate, growing more than fivefold from US $34 million in 2009 to US$195 million in 2014
  • Mobile technologies market shares, 2009 vs2014
  • Sources
    Rudy de Waele @ dotopen
    http://www.mazumamobile.com/index.php
    http://mashable.com/2010/07/19/mobile-africa/
    http://dmamobile.wordpress.com/
    Saatchi & Saatchi Play
    http://www.informatm.com/itmgcontent/icoms
    Thank You