Case Study Patrick Kuwana Live Mobile


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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club, Johannesburg, South Africa

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Case Study Patrick Kuwana Live Mobile

  1. 1. Publishing compelling video content to maximize advertising & sponsorship opportunities Patrick Kuwana Livemobile (Pty) Ltd [email_address] 082 333 7989
  2. 2. Quick look at the SA mobile market <ul><li>South Africa has experienced massive mobile growth! </li></ul><ul><li>Excellent Penetration rate in South Africa </li></ul><ul><ul><li>Connections estimated at 50 million (World Wide Worx) </li></ul></ul><ul><ul><li>About 68% of those are users  Estimated 34 - 37 million mobile users </li></ul></ul><ul><ul><li>77% of South Africans use a cellphone! </li></ul></ul><ul><li>4.6 million Internet subscribers vs. 37 million mobile subscribers  over 1:8 </li></ul><ul><ul><li>Arthur Goldstuck, Mar 2009 - </li></ul></ul><ul><li>75% of cell phone users in SA do not have a PC </li></ul><ul><ul><li>(Google SA – Mar 2008) </li></ul></ul><ul><li>SA hovers between AdMob's 5th – 6th largest country market (by number of mobile advertising page impressions) after the US, India, Indonesia and the UK </li></ul><ul><ul><li>Brett St Claire, Country Manager, AdMob July 2009 </li></ul></ul>
  3. 3. The Mobile Internet numbers <ul><li>As for the mobile web uptake: </li></ul><ul><ul><li>10M mobile WAP users </li></ul></ul><ul><ul><li>Twice as many mobile web users as the PC web </li></ul></ul><ul><ul><li>Of the current WAP audience in South Africa approximately 70% do not have access to the fixed internet . </li></ul></ul><ul><ul><li>Almost 7 million South Africans who are browsing the mobile web regularly but without access to the PC internet. </li></ul></ul><ul><ul><li>Rick Joubert – Vodacom Mobile Advertising – Jan 2009 </li></ul></ul>
  4. 4. Why advertising on Mobile? <ul><li>The SA media power is increasingly in mobile: </li></ul><ul><ul><li>6 million Internet browsers (*2008 OPA) </li></ul></ul><ul><ul><li>27.1 million TC viewers </li></ul></ul><ul><ul><li>(*AMPS 2008) </li></ul></ul><ul><ul><li>30 million Radio listeners (*AMPS 2008) </li></ul></ul><ul><ul><li>34 million Mobile users </li></ul></ul><ul><ul><li>(*End 2008, Mobility 2009, World Wide Worx) </li></ul></ul>
  5. 6. Biggest interest target group Soccer is the one sport which over 14 million adults claim to be most interested in, making it by far the most popular sport in the country. Adults interested in: AMPS 2007
  6. 7. The Livemobile Football experience <ul><li>FIFA Confederations Cup campaign selected as finalist for the Global Mobile Marketing Association Awards </li></ul>
  7. 8. “ SHOW ME THE MONEY” Monetizing the video content
  8. 9. MMS avatar video sponsorship Video
  9. 10. Rights based Match Action Branding Video
  10. 11. Non-rights video sponsorship Video
  11. 12. Advertiser Value? <ul><li>Innovative and guaranteed way for advertisers to reach the target market through a rich media experience. </li></ul><ul><li>Guaranteed brand affinity with the target market because the advertising is brought to the consumer within the context of their passion. </li></ul><ul><li>Measurable return on investment. </li></ul><ul><li>The football fan represents the biggest consumer market in South Africa and throughout the African continent. </li></ul>
  12. 13. Thank You for your time Questions? Patrick Kuwana Livemobile (Pty) Ltd [email_address] 082 333 7989