The Elephant, the Sophisticat, and the Secret of the Digital Native By Arthur Goldstuck Netprophet, Cape Town, 13 May 2010
<ul><li>World Wide Worx </li></ul><ul><li>Conducts primary research into IT and telecoms, Internet, mobile technologies, t...
<ul><li>Days of yore, when mobile Internet was REALLY big </li></ul><ul><li>The Declaration of November 2008 </li></ul><ul...
<ul><li>The Mobile Internet defined </li></ul><ul><li>Tier 1: The WAP Internet </li></ul><ul><li>Tier 2: The Mobile Applic...
<ul><li>The Mobile Internet counted </li></ul><ul><li>The WAP Internet – 14m plus </li></ul><ul><li>The Mobile Application...
<ul><li>Hunting elephants </li></ul><ul><li>Mobility 2009/10 study set out to establish a usable and practical segmentatio...
Segmentation Overview <ul><li>3 key dimensions in this market: </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Spend ...
Segmentation Overview
Sophisticats and Elephants <ul><li>Together account for about 20% of users, but more than 40% of spend </li></ul><ul><li>B...
Sophisticats and Elephants <ul><li>Elephants want max performance from their phone / network / life </li></ul><ul><li>Wide...
Sophisticats (9%) <ul><li>Mobile Banking: 46% in this segment (20% in the total market) </li></ul><ul><li>Access internet ...
Sophisticats (9%) Phone features: Which features does your phone have? Which features do you use? Market Segment Avg featu...
Elephants (10%) <ul><li>Mobile Banking: 19% (20% in total market) </li></ul><ul><li>Access Internet on phone: 12% (21%) </...
Elephants (10%) Phone features: Which features does your phone have? Which features do you use? Market Segment Avg feature...
Argue as much as you like about the size and definition of the Mobile Internet
The Sophisticat is your real market for digital content and data-intensive apps
What does this have to do with the Digital Native?
‘ 21 st  century children are different.’
‘ They are digital born.’ (cue New Age music)
‘ They arrive digital ready.’ (cue Radiohead)
Are they Sophisticats before they’ve earned a buck?
The elephant hunters set out to cross the digital chasm…
…  and discovered   the digital gap
The research <ul><li>Self-funded study with assistance of 8 private schools and the Tomorrow Trust for learners from disad...
Are 21 st  century children different?  ‘ Digital Natives’?
We asked them to rate their skills levels. 1 can be a lie, 100 is a trend
20% of township kids advanced in general PC use. Private schools: 85%
42% of township kids advanced in general Windows. Private schools: 85%
It’s about  the support structure
Not ready for world of work Private schools 85% advanced in Windows
And no support structure
Private school teachers who think kids are advanced: 53%
The canary in the coalmine Private schools (township schools: 13%)
30% of township kids advanced in general Internet. Private schools: 82%
51% of private school teachers advanced in general Internet (and think kids are at same level)
Oh c’mon, these are digital divide clichés, man
The Internet is the doorway Private schools 93% advanced in Google
Not yet such private lives Private schools 70% advanced in Hotmail
The new doorway Private schools 84% advanced
Playing with the future (Private schools twice as advanced)
Enter the cellphone
Beware of the app Private schools 90% and 87% advanced
Mxit: the great leveller
Look again
The big secret: Digital Peer Group Learning
 
Research reveals youth buy into digital when their peers buy into it
Kids are  digital bought, not born
Facebook  reveals same about adults
 
It’s not about your age, it’s about your Digital Peer Group
What are you going to do  about it?
All communities of interest can learn from the kids
Remember what Steve Jobs said to John Sculley, then CEO of Pepsi?
‘ Do you want to sell sugar water all of your life or do you want to change the world?’
Well, do you want to sell apps all your life or do you want to change the world?
Build Digital Peer Group Learning into your business model
Build it into  your development model
Build it into your marketing model
You, too,  can change  the world
Thank you <ul><li>Arthur Goldstuck (011) 7827003 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.worldwideworx.com...
Upcoming SlideShare
Loading in …5
×

The Sophisticat, the Elephant, and the Secret of the Digital Native - By Arthur Goldstuck

722 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
722
On SlideShare
0
From Embeds
0
Number of Embeds
87
Actions
Shares
0
Downloads
33
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Sophisticat, the Elephant, and the Secret of the Digital Native - By Arthur Goldstuck

  1. 1. The Elephant, the Sophisticat, and the Secret of the Digital Native By Arthur Goldstuck Netprophet, Cape Town, 13 May 2010
  2. 2. <ul><li>World Wide Worx </li></ul><ul><li>Conducts primary research into IT and telecoms, Internet, mobile technologies, technology in business strategy, and SME success factors </li></ul><ul><li>Key projects </li></ul><ul><ul><li>Internet Access in SA; ICT in NGOs </li></ul></ul><ul><ul><li>Online media, retail and banking in SA </li></ul></ul><ul><ul><li>Mobility – consumers, corporates, SMEs </li></ul></ul><ul><ul><li>SME Survey: largest annual survey of its kind </li></ul></ul><ul><ul><li>Webagility - benchmarking web sites </li></ul></ul><ul><ul><li>“ The Mobile Office” – easy guide to new tech </li></ul></ul>
  3. 3. <ul><li>Days of yore, when mobile Internet was REALLY big </li></ul><ul><li>The Declaration of November 2008 </li></ul><ul><li>The War of Netprophet 2009 </li></ul><ul><li>The negotiations </li></ul><ul><li>The peace treaty </li></ul><ul><li>The definitions </li></ul>
  4. 4. <ul><li>The Mobile Internet defined </li></ul><ul><li>Tier 1: The WAP Internet </li></ul><ul><li>Tier 2: The Mobile Application Internet </li></ul><ul><li>Tier 3: Mobile Web Browsing </li></ul><ul><li>- Arthur Goldstuck and Rick Joubert, 2009 </li></ul>
  5. 5. <ul><li>The Mobile Internet counted </li></ul><ul><li>The WAP Internet – 14m plus </li></ul><ul><li>The Mobile Application Internet – 10m plus </li></ul><ul><li>Mobile Web Browsing – 4m </li></ul><ul><li>But who counts most? </li></ul>
  6. 6. <ul><li>Hunting elephants </li></ul><ul><li>Mobility 2009/10 study set out to establish a usable and practical segmentation of the mobile market based on spend and usage. </li></ul><ul><li>The holy grail for mobile networks, marketers and content and application creators is identifying who spends more. </li></ul><ul><li>Consumer study was conducted among a random sample of urban cellular users, representing a user base of 16-m people. </li></ul>
  7. 7. Segmentation Overview <ul><li>3 key dimensions in this market: </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Spend on cellphones </li></ul></ul><ul><ul><li>Sophistication </li></ul></ul><ul><li>The interaction of these dimensions explains how the market works among different groups </li></ul>
  8. 8. Segmentation Overview
  9. 9. Sophisticats and Elephants <ul><li>Together account for about 20% of users, but more than 40% of spend </li></ul><ul><li>Big hitters but divided by know-how </li></ul><ul><li>These groups are where most contracts lie </li></ul><ul><li>Sophisticats are after ease of use, stay with what they know, use Nokia – and want Nokia and Blackberry as their next phone </li></ul>
  10. 10. Sophisticats and Elephants <ul><li>Elephants want max performance from their phone / network / life </li></ul><ul><li>Widest range of phones, big on Nokia </li></ul><ul><li>But use fewer features than any other group </li></ul><ul><li>BEWARE OF THE TARGET: Big on buying features, but second lowest non-voice spend (after Ostriches) </li></ul>
  11. 11. Sophisticats (9%) <ul><li>Mobile Banking: 46% in this segment (20% in the total market) </li></ul><ul><li>Access internet on phone: 65% (21%) </li></ul><ul><li>Access to internet at home: 27% (14%) </li></ul><ul><li>Internet Banking: 39% (12%) </li></ul><ul><li>Personal Bank account; 100% (72%) </li></ul><ul><li>Debit card: 92% (61%) </li></ul><ul><li>Credit card: 41% (14%) </li></ul>Network Handset brand
  12. 12. Sophisticats (9%) Phone features: Which features does your phone have? Which features do you use? Market Segment Avg features have: 10.1 Avg features used: 7.0 Have to use %: 70%
  13. 13. Elephants (10%) <ul><li>Mobile Banking: 19% (20% in total market) </li></ul><ul><li>Access Internet on phone: 12% (21%) </li></ul><ul><li>Access to Internet at home: 18% (14%) </li></ul><ul><li>Internet Banking: 27% (12%) </li></ul><ul><li>Personal Bank acc; 84% (72%) </li></ul><ul><li>Debit card: 76% (61%) </li></ul><ul><li>Credit card: 37% (14%) </li></ul>Network Handset brand
  14. 14. Elephants (10%) Phone features: Which features does your phone have? Which features do you use? Market Segment Avg features have: 7.4 Avg features used: 1.9 Have to use %: 25%
  15. 15. Argue as much as you like about the size and definition of the Mobile Internet
  16. 16. The Sophisticat is your real market for digital content and data-intensive apps
  17. 17. What does this have to do with the Digital Native?
  18. 18. ‘ 21 st century children are different.’
  19. 19. ‘ They are digital born.’ (cue New Age music)
  20. 20. ‘ They arrive digital ready.’ (cue Radiohead)
  21. 21. Are they Sophisticats before they’ve earned a buck?
  22. 22. The elephant hunters set out to cross the digital chasm…
  23. 23. … and discovered the digital gap
  24. 24. The research <ul><li>Self-funded study with assistance of 8 private schools and the Tomorrow Trust for learners from disadvantaged communities </li></ul><ul><ul><li>1400 learners in private schools in Gauteng; </li></ul></ul><ul><ul><ul><li>Online questionnaires filled in at school. </li></ul></ul></ul><ul><ul><li>300 learners from township schools; </li></ul></ul><ul><ul><ul><li>Printed questionnaires, filled in at holiday school. </li></ul></ul></ul>
  25. 25. Are 21 st century children different? ‘ Digital Natives’?
  26. 26. We asked them to rate their skills levels. 1 can be a lie, 100 is a trend
  27. 27. 20% of township kids advanced in general PC use. Private schools: 85%
  28. 28. 42% of township kids advanced in general Windows. Private schools: 85%
  29. 29. It’s about the support structure
  30. 30. Not ready for world of work Private schools 85% advanced in Windows
  31. 31. And no support structure
  32. 32. Private school teachers who think kids are advanced: 53%
  33. 33. The canary in the coalmine Private schools (township schools: 13%)
  34. 34. 30% of township kids advanced in general Internet. Private schools: 82%
  35. 35. 51% of private school teachers advanced in general Internet (and think kids are at same level)
  36. 36. Oh c’mon, these are digital divide clichés, man
  37. 37. The Internet is the doorway Private schools 93% advanced in Google
  38. 38. Not yet such private lives Private schools 70% advanced in Hotmail
  39. 39. The new doorway Private schools 84% advanced
  40. 40. Playing with the future (Private schools twice as advanced)
  41. 41. Enter the cellphone
  42. 42. Beware of the app Private schools 90% and 87% advanced
  43. 43. Mxit: the great leveller
  44. 44. Look again
  45. 45. The big secret: Digital Peer Group Learning
  46. 47. Research reveals youth buy into digital when their peers buy into it
  47. 48. Kids are digital bought, not born
  48. 49. Facebook reveals same about adults
  49. 51. It’s not about your age, it’s about your Digital Peer Group
  50. 52. What are you going to do about it?
  51. 53. All communities of interest can learn from the kids
  52. 54. Remember what Steve Jobs said to John Sculley, then CEO of Pepsi?
  53. 55. ‘ Do you want to sell sugar water all of your life or do you want to change the world?’
  54. 56. Well, do you want to sell apps all your life or do you want to change the world?
  55. 57. Build Digital Peer Group Learning into your business model
  56. 58. Build it into your development model
  57. 59. Build it into your marketing model
  58. 60. You, too, can change the world
  59. 61. Thank you <ul><li>Arthur Goldstuck (011) 7827003 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.worldwideworx.com </li></ul><ul><li>Twitter: art2gee </li></ul>

×