Going Mobile in Africa - PROPERLY (Mobi, Apps and USSD) 2011


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MOBILE - Taking your brand to the masses
The growth of 'mobile' in SA and Africa is exploding and yet brands are struggling to find their way through the clutter of disinformation to properly take advantage of this 24/7 365 conversation enabler.

How to create perfect mobi platforms providing beautiful and rich brand experiences regardless of handset.

Context, relevance, cost and (limited) technology are critical factors – how to mobilise brands for the masses.

Choosing the right mobile technologies for 100% African penetration: Mobi, SMS, USSD and the 'Apps' debate.

Dispelling the myths - Mobile technology is here now and so are the customers, lets go!

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  • Click to call marketing is huge and accountable... Google are expanding it, and have recently added it to their content network. In South Africa, this translates into opportunities... ....MASSIVE ones! Currently mobile is cheap...
  • “Mobile first” – Eric Schmidt, Google CEOAfrica is engaged, 11 million in SAThe most personalised touchpointPrezence ‘Admob’ certification...
  • Going Mobile in Africa - PROPERLY (Mobi, Apps and USSD) 2011

    1. 1. @timprezence<br />Tim Bishop<br />tim@prezence.co.za<br />@prezencedigital<br />
    2. 2. Tim Bishop<br />@timprezence<br />Prezence Digital - CTO<br />
    3. 3. Not totally sold on mobile? <br />You can’t argue with facts!<br />
    4. 4. More cellphones in SA than <br /> the entire SA population!<br />Nearly 2 million cellphones<br /> are sold every month in SA<br />
    5. 5. March 2011 Total handset sales in SA<br />40%<br />22%<br />13%<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />24%<br />Less than 1%<br />
    6. 6. HANDSET MARKET – SOUTH AFRICA<br />SMART-PHONE<br /> 9% (4 million)<br />Blackberry accounts <br />for half of them (2m)<br />Samsung 29.9%<br />Nokia 39.8%<br />* Source Admob July 2010<br />
    7. 7. Apart from calls... how are <br />people using their phones?<br />
    8. 8. South African Cellphone Usage <br />* Source Nielsen AMPs data 2009<br />
    9. 9. South African Mobile (Data) Usage <br /> By the hour! *Source - TNSGlobal<br />Only drops when we are stuffing our faces and physically cannot hold a phone!<br />
    10. 10. 12 million on mobile web<br />6 million on desktop web<br />Only a 2 million cross-over<br />= 10 million new people!<br />
    11. 11. has spoken!<br /> ...the numbers say it all<br />
    12. 12. Mobile Search - rapid growth in SA <br />60% of all Google Searches are done from a mobile device during the weekend in South Africa!<br />mobile<br />25%<br />60%<br />mobile<br />desktop<br />desktop<br />
    13. 13. So who are these mobileweb (mobi)users in SA?<br />
    14. 14. South African Mobile Web users LSM<br />LSM 6 Black mid 20’s, Slight Male skew<br />* Source Admob July 2010<br />
    15. 15. Mobile is a Power-house <br />You can reach everyone!<br />
    16. 16. Touching the Masses – OPPORTUNITY!<br />Ussd AND sms<br />STER KINEKOR<br />Select Options<br />1 – View Movies<br />2 – My Cinema<br />3 – Book Movie<br />4 – My profile<br />--------------------Reply<br />50 million people<br />6 million people<br />12 million people<br />
    17. 17. What exactly is a ‘Mobi’ device actually defined as?<br />
    18. 18. 6000+ of these....<br />A non-desktop device, that due to its size and context of use, needs to be treated differently<br />
    19. 19. Mobi building is different<br /> It is not the same as web!<br />
    20. 20. Bliss! – Luxury of desktop PC design!<br />Lots of space, a few browsers and easy input controls<br />
    21. 21. S*%T - The problems of mobi design<br />No space, 6000 devices (more variants)crude input controls<br />
    22. 22. The first considerations<br />(especially in Africa) Speed and cost<br />
    23. 23. CONSIDERATIONSDATA COSTS<br />A Pay as You Go society in SAmeans your mobi site costs users VERY VISIBLE Rands and Cents<br />Only deliver the content they need or ask for!<br />R2.00 per Mb for most Pay as You Go customers<br />Lower rates are available for bundles or contract customers<br />
    24. 24. CONSIDERATIONSCONNECTION SPEED<br />A variety of connection speeds, handset capabilities and network coverage issues. 3G users could also be out of range! <br />OPTIMISE MOBI TO THE MAX!<br />+<br />Maximum<br />mobi page target size of 35 Kilobytes<br />15 secs<br />6 secs<br />3 secs<br />>2 secs<br />
    25. 25. Most men will tell you that...<br />Size, length and width isNOT important!<br />
    26. 26. When working with mobile <br />it IS extremely important!<br />
    27. 27. Unlike web: One size does not fit all!<br />If you build your mobi to cater for small phones...<br />Samsung E250 - 128 pixels wide<br />
    28. 28. One size does not fit all!<br />It is unusable on larger ones!<br />?<br />?<br />WTF!!!!I s that a car?<br />Blackberry 9000 - 480 pixels wide<br />
    29. 29. One size does not fit all!<br />If you build for larger phones...<br />Blackberry 9000 - 480 pixels wide<br />
    30. 30. One size does not fit all!<br />It will be very difficult to use on the smaller ones!<br />Wow!I can see a cloud!<br />Samsung E250 - 128 pixels wide<br />
    31. 31. One size does not fit all!<br />If you design for the average sized phone...<br />LG K360 - 240 pixels wide<br />
    32. 32. One size does not fit all!<br />It won’t be an ideal experience for anyone else!<br />
    33. 33. One very important thing<br /> that is always overlooked<br />
    34. 34. TOUCHThe rules change yet again...<br />Fingers are not matchsticks<br />So leave room!<br />
    35. 35. TOUCHWhat to give your users...<br />Menu space clickable areas large buttons more links<br />SPACED OUT NAV<br />BIG INPUT AREA<br />FULL AREA CLICK<br />FULL AREA CLICK<br />ARTICLE SPACE<br />SPACED OUT NAV<br />FULL AREA CLICK<br />SECTION CLICK<br />LARGE <br />BUTTONS<br />CLICK<br />IMAGES<br />
    36. 36. There are many challenges when building for mobile<br />
    37. 37. So many devices<br />So many screen sizes<br />So many browser types<br />So many file formats<br />So many device manufacturers<br />So many connection speeds<br />So many platforms and op systemsTouch or cursor inputs...<br />So much to deal with before we even start considering the design!<br />
    38. 38. Some real world examples<br /> Who is doing what?<br />
    39. 39. Real world examples<br />supersport.mobi<br />44kb<br />No images<br />8.6c<br />44kb<br />No images<br />8.6c<br />No device resizing (HCA)<br />No touch provision<br />
    40. 40. Real world examples<br />mweb.mobi<br />101kb<br />20c<br />101kb<br />20c<br />No device resizing (HCA)<br />Only for larger phones<br />
    41. 41. Real world examples<br />24.mobi<br />25kb<br />4.9c<br />34kb<br />6.8c<br />Limited device resizing<br />No touch space<br />
    42. 42. Real world examples<br />m.iol.co.za<br />19kb<br />3.7c<br />24kb<br />No images<br />4.7c<br />Device resizing<br />No touch space<br />
    43. 43. Real world examples<br />timeslive.mobi<br />27kb<br />With images 5.4c<br />52.2kb<br />With images<br />10.4c<br />Device resizing (HCA)<br />No touch space<br />
    44. 44. Real world examples<br />ewn.mobi<br />14kb<br />With images 2.7c<br />24kb<br />With images<br />4.7c<br />Device resizing (Full HCA)<br />Touch provision<br />
    45. 45. Real world examples<br />entertainmentafrica.mobi<br />19kb<br />With<br />images<br />3.7c<br />29kb<br />With images5.6c<br />Device resizing<br />Touch provision<br />
    46. 46. Mobilising the masses... We start with technology<br />
    47. 47. 6000+ different devices =<br />HCAHandsetContent <br />Adaptation<br />6000 mobi sites<br />
    48. 48. Deliver perfect experiences ...regardless of handset<br />
    49. 49. Multimedia VIDEO<br />The ideal experience<br />SK (2) We are encoding 20 variants per trailerfor perfect experience!<br />Easy, small and low quality... NO!<br />
    50. 50. Streaming Video – Now on mobile!<br />Compelling, Emotive and straight to the point...A ‘moving’ picture paints 2000 words!<br />
    51. 51. So that’s some technology<br /> ...what else is there?<br />
    52. 52. Consideryour user...<br />everyone!<br />Always design for the lowest common denominator and enhance upwards for the most content hungry users<br />Consider those who have limited mobile experience - education<br />Consider those who have lower literacy capabilities - intuitive<br />Consider those who want the basic information – FAST - snack<br />Consider those who are experts and want everything - expand<br />
    53. 53. CONTEXTis KING in mobilewhich determines content<br />
    54. 54. 21% males and 12% females use their iPad on the loo!<br />
    55. 55. Mobile also describes the user: context<br /><ul><li> Browsing one handed (coffee)
    56. 56. In a queue and wants to jump it
    57. 57. On the loo with time to kill
    58. 58. Lost and needing fast directions
    59. 59. Needs traffic / weather info
    60. 60. Product research and comparison
    61. 61. Want to engage with your brand
    63. 63. By understanding the delivery device and the guy driving it.... (CONTEXT)<br />...we can decide the most relevant content to deliver and where (and which order) to place it!<br />
    64. 64. Mobi design = organising a tiny desk<br />Place the most important things close by and work outwards<br />
    66. 66. UX: Make clicks meaningful ...use Action Areas<br />
    67. 67. Where am I?I am sure I just clicked!<br />Build information ‘above the fold’ to make sure the user knows where they are... Show change to the user in ‘Action Areas’ (Visible Screen)<br />Top menus<br />No obvious change<br />Cursor Nightmare!<br />Each click shows a clear change on each page refresh<br />
    68. 68. User’s need FAST snacky info + Nav<br />Remember CONTEXT - Make it OBVIOUS AND EASY...<br />
    69. 69. Location locationlocation<br />Proximity brings relevance(Where I am and where my friends are is important)<br />
    70. 70. Location based brands – network + hardware<br />Mobile marketing can add more<br />relevance by using location as hooks. <br />Find and interact with friends while skiing!<br />Augmented reality<br />location SM apps<br />
    71. 71. Enhancing upwards... unlock device capabilities<br />
    72. 72. Enriched functions & UX for handsets<br />Mobi can access advanced handset features such as geo-location for mapping and geo-targeted content.<br />Custom mobi interfaces can be aimed at handsets<br />Optimise video & rich content for enhanced handsets<br />GPS integration for<br />mapping and geo-location<br />Custommobi interfaces<br />
    73. 73. The very polite element... Recognising your user!<br />(and doing something about it!)<br />
    74. 74. If you know what makes them tick...<br />You can personalise<br />and be RELEVANT<br />MSISDN + PROFILING<br />USSD<br />SMS<br />XXXXX MOBi:<br />Hi Subusiso<br />Select Options<br />1 – Register<br />2 – News Alerts<br />3 – Competitions<br />4 – Refer Friend--------------------Reply<br />Hi Subusiso<br />The latest XXXnewsletter is<br />Out! Click HERE or reply and you could win a R500 voucher<br />
    75. 75. Mobi is a brand touchpoint It should look the part!<br />
    76. 76. Mobi should leave a great impression<br />When built properly, your mobi site will be a perfect brand ambassador<br />
    77. 77. So why are great brands getting it so wrong?<br />
    78. 78. CocoPops did everything right....<br />except the mobisite!<br />Does this mobisite do a great brand (targeting kids) justice?WHY NOT?<br />Great engagement opportunity lost?<br />
    79. 79. Less is more on mobile? NO Deliver real functionality!<br />
    80. 80. Kulula does what? <br />Do they not sell flights and also help me manage the flights I have booked?<br />How much will I miss my flight by?<br />What flights could I be on if I could book?<br />WEATHER? I am mobile... LOOK UP!<br />
    81. 81. Mobile for mobile sake Whats the point?<br />Check-in process – That looks promising!<br />Paperless Ticket – to my mobile perhaps?<br />Change my booking- I am late, that’s great!<br />I can’t do anythingI would like to do!<br />Click to call..<br />AT LEAST!<br />WHY?<br />
    82. 82. Facebook mobile - <br />Same approach!<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />Call the call centre to<br />Update your status!!<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />Mobi is powerful... Give users what they need!<br />
    83. 83. (Social) power to the people!<br /> Giving the nation a voice<br />
    84. 84. Getting it right in Africa:That’s AYOBA<br />“Is the Tswana Derby better to watch than the Soweto derby these days?”<br />Context<br />Content<br />UGC<br />Voting polls<br />Commentary<br />Sticky Social<br />
    85. 85. Power of social interaction: Stickiness<br />
    86. 86. Branded enticing content...<br /> to keep them coming back!<br />
    87. 87. EntertainmentAfricawhite-label Mobi<br />Brands shown are for demonstration only<br />
    88. 88. The mobile web is not as expensive as you think!<br />
    89. 89. Greater, richer interactive experience for little cost<br />19kb with images =<br />3.7c per page<br /> V<br />Sms your name to 33008 and win. Sms’s cost R1.50 <br />Equivalent cost experience on Mobi ?<br />40 mobi site pages!<br />
    90. 90. We need an Application??<br />In Africa – spend carefully!<br />
    91. 91. App v Mobi - We are not the US! <br />Don’t believe the hype... South Africa is very different!<br />Less important<br />US DATA – NOT SA DATA<br />
    92. 92. Think of the SA market...<br /> only 150k iPhones in SA!(40% active app users = 60,000 + 20,000 iPadsmax!)<br />
    93. 93. March 2011 OS Platform sales in SA<br />59% (Jumping to 67% in April 2011)<br />24.5%<br />12%<br />5%<br />
    94. 94. Mass Market (penetration)<br />Nokia Ovi<br />Blackberry Android<br />iPhone<br />iPad<br />Windows Mobile<br />
    95. 95. Apps can help exposure... Let the stores to the work!<br />
    96. 96. 20 Million Nokia handsets in SA....<br />100+ Devices<br />
    97. 97. NOKIA Ovi – EntertainmentAfrica.com<br />325,000 downloads – June 2011<br />
    98. 98. 20% apps used the next day<br />Only 5% are used by day 30!<br />Apps are like any product...Deliver value + engagement!<br />
    99. 99. Easy mobile management... Use a single cms platform<br />
    100. 100. Sterkinekor.com<br />mobile.Sterkinekor.com<br />Single content upload..<br />Multiple automated deployments<br />
    101. 101. Computicket.com<br />Computicket.mobi<br />OVIstore<br />(in development)<br />Computicket.mobi R250k in 1 day BETA test!<br />
    102. 102. Poor student to flush student..<br /> ...in 10 minutes!<br />Mystudentloan.standardbank.co.za<br />
    103. 103. Standard Bank – Student Achiever<br />
    104. 104. Seventeen.mobi<br /><ul><li>Mobile can be beautiful!
    105. 105. Fully integrated into Predator web publishing CMS system
    106. 106. Customised CMS modules to expand mobicapabilities
    107. 107. Phased approach to full deployment
    108. 108. User generated imagery
    109. 109. Competition management
    110. 110. UGC ENGINE</li></li></ul><li>EWN.mobi<br />Eye Witness News<br /><ul><li>Fully integrated into existing CMS system
    111. 111. Video management
    112. 112. Content feed aggregation
    113. 113. User generated feedback
    114. 114. Premium content integration
    115. 115. User comments engine
    116. 116. Multimedia downloads
    117. 117. SMS alert system</li></li></ul><li>EMI.co.za<br /><ul><li>Dual Web / Mobile deployment
    118. 118. Fully integrated into customised publishing CMS system
    119. 119. Multimedia management
    120. 120. Content feed aggregation
    121. 121. Buy-Now outbound links
    122. 122. Genre / label based search
    123. 123. Category sorting and listing
    124. 124. Competition management</li></li></ul><li>EntertainmentAfrica.com<br />EntertainmentAfrica.mobi<br />
    125. 125. Mobilising the Masses...<br /> …cover all the bases USSD!<br />
    126. 126. USSD – Interactive Mobile enabler! 50m<br />You can provide useful interactive services to all 50m cellphones in SA <br /><ul><li>South Africans are familiar with USSD as they use it extensively for cellphone banking and airtime voucher redemption and Please Call Me. *121#
    127. 127. USSD can be bolted into existing web systems to provide a range of 2-way information services available to every phone type.
    128. 128. USSD can be used for anything (but isn’t!):
    129. 129. 2-way Content Delivery and Conversation
    130. 130. CRM and profiling
    131. 131. Consumer Feedback
    132. 132. Transactions and Competitions
    133. 133. Product Information</li></ul>XXXXX MOBi:<br />Hi Subusiso<br />Select Options<br />1 – Register<br />2 – News Alerts<br />3 – Competitions<br />4 – Refer Friend--------------------Reply<br />USSD<br />
    134. 134. If you have to be gimmicky<br /> …at least be cool with it!<br />X<br />
    135. 135. Who needs QR codes? –Photo recognition<br />Download the Digimarc app <br />and hold close to screen...<br />
    136. 136. Tracking and rewarding...<br /> …all the way to the store!<br />
    137. 137. Coupons & Vouchers– REWARD!<br />Electronic tickets (or serials) requested by and delivered to a mobile phones that can be exchanged for a financial discount or reward instore.<br />Distributed via iSMS, iMMS, USSD and Bluetooth<br />Ideal for customer rewards and can be redeemed in-store (POS integration) or online<br />Coupons are used to: promote interaction and frequency, increase product awareness, trial new products , reward loyalty, event ticketing and providing Instant rewards for any brand activity.<br />Airtime + In-store redemption!<br />Hi Subisiso, thanks for your feedback. Have a Coke on us! Your unique voucher code is abc12xyz. You can redeem it at any of our stores.<br />
    138. 138. This scratches the surface... But in conclusion... for now!<br />
    139. 139. Mobile should be a great user and brand experience<br />and perform beautifullyregardless of the device<br />
    140. 140. You must focus on ‘context’ before considering content<br />Be relevant and give users a good reason to engage<br />
    141. 141. Dont cut back on usefulness<br /> give people functionality!<br />Mobi, Apps, SMS & USSD... <br />Play where customers play!<br />
    142. 142. MOBILISE don’t Miniaturise<br />Just making things smaller is not enough!<br />
    143. 143. Tim Bishop<br />@timprezence<br />Prezence Digital - CTO<br />Thank You!<br />
    144. 144. @timprezence<br />Tim Bishop<br />tim@prezence.co.za<br />@prezencedigital<br />