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

The Elephant, the Sophisticat, and the Secret of the Digital Native By Arthur Goldstuck Netprophet, Cape Town, 13 May 2010

World Wide Worx
Conducts primary research into IT and telecoms, Internet, mobile technologies, technology in business strategy, and SME success factors
Key projects
Internet Access in SA; ICT in NGOs
Online media, retail and banking in SA
Mobility – consumers, corporates, SMEs
SME Survey: largest annual survey of its kind
Webagility - benchmarking web sites
“ The Mobile Office” – easy guide to new tech

Days of yore, when mobile Internet was REALLY big
The Declaration of November 2008
The War of Netprophet 2009
The negotiations
The peace treaty
The definitions

The Mobile Internet defined
Tier 1: The WAP Internet
Tier 2: The Mobile Application Internet
Tier 3: Mobile Web Browsing
- Arthur Goldstuck and Rick Joubert, 2009

The Mobile Internet counted
The WAP Internet – 14m plus
The Mobile Application Internet – 10m plus
Mobile Web Browsing – 4m
But who counts most?

Hunting elephants
Mobility 2009/10 study set out to establish a usable and practical segmentation of the mobile market based on spend and usage.
The holy grail for mobile networks, marketers and content and application creators is identifying who spends more.
Consumer study was conducted among a random sample of urban cellular users, representing a user base of 16-m people.

Segmentation Overview
3 key dimensions in this market:
Age
Spend on cellphones
Sophistication
The interaction of these dimensions explains how the market works among different groups

Segmentation Overview

Sophisticats and Elephants
Together account for about 20% of users, but more than 40% of spend
Big hitters but divided by know-how
These groups are where most contracts lie
Sophisticats are after ease of use, stay with what they know, use Nokia – and want Nokia and Blackberry as their next phone

Sophisticats and Elephants
Elephants want max performance from their phone / network / life
Widest range of phones, big on Nokia
But use fewer features than any other group
BEWARE OF THE TARGET: Big on buying features, but second lowest non-voice spend (after Ostriches)

Sophisticats (9%)
Mobile Banking: 46% in this segment (20% in the total market)
Access internet on phone: 65% (21%)
Access to internet at home: 27% (14%)
Internet Banking: 39% (12%)
Personal Bank account; 100% (72%)
Debit card: 92% (61%)
Credit card: 41% (14%)
Network Handset brand

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%

Elephants (10%)
Mobile Banking: 19% (20% in total market)
Access Internet on phone: 12% (21%)
Access to Internet at home: 18% (14%)
Internet Banking: 27% (12%)
Personal Bank acc; 84% (72%)
Debit card: 76% (61%)
Credit card: 37% (14%)
Network Handset brand

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%

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
Self-funded study with assistance of 8 private schools and the Tomorrow Trust for learners from disadvantaged communities
1400 learners in private schools in Gauteng;
Online questionnaires filled in at school.
300 learners from township schools;
Printed questionnaires, filled in at holiday school.

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
Arthur Goldstuck (011) 7827003
[email_address]
www.worldwideworx.com
Twitter: art2gee

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

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