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Thinking mobile first

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Why we need to start thinking mobile first in everything we do in South Africa. Every approach in marketing, advertising and the way we engage our consumers need to have mobile at the centre, and this …

Why we need to start thinking mobile first in everything we do in South Africa. Every approach in marketing, advertising and the way we engage our consumers need to have mobile at the centre, and this presentation breaks down why

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  • 15m online users – using recalibration – duplication and only adults 16+

    150K on G+
    400K Instagram
    2Go – 10.5m
    MXIT – 6.2m
    Twitter – 1.1m

    35% of online population
    85% of online population
    74% of access social networks from phone


    ----- Meeting Notes (3/4/14 18:43) -----
    Apps getting bite size info
    Take out adsl bit
  • 15m online users – using recalibration – duplication and only adults 16+

    150K on G+
    400K Instagram
    2Go – 10.5m
    MXIT – 6.2m
    Twitter – 1.1m

    35% of online population
    85% of online population
    74% of access social networks from phone


    ----- Meeting Notes (3/4/14 18:43) -----
    Apps getting bite size info
    Take out adsl bit
  • 15m online users – using recalibration – duplication and only adults 16+

    150K on G+
    400K Instagram
    2Go – 10.5m
    MXIT – 6.2m
    Twitter – 1.1m

    35% of online population
    85% of online population
    74% of access social networks from phone


    ----- Meeting Notes (3/4/14 18:43) -----
    Apps getting bite size info
    Take out adsl bit

  • ----- Meeting Notes (3/4/14 18:43) -----
    Multisimming
    Call rates not data
  • http://www.millwardbrown.com/adreaction/2014/#/main-content
  • http://www.millwardbrown.com/adreaction/2014/#/main-content
  • 60 sec average duration
  • BOLD WHAT IS IMPORTANT

    Major brands are making use of a USSD string that contains a unique code in their entry mechanic, E.g. *120*2462*unique code# instead of *120*2462# then unique code.
    Customers are being notified immediately if they are a winner or not.
    Customers are being asked one piece of information per USSD session (e.g. Region).
    Recent competitions are making use of instant prizes (e.g. Airtime, music download) or a combination of instant prizes and a GRAND prize.

  • ----- Meeting Notes (3/4/14 18:43) -----
    1:30m
  • Should not be optimising for web, should be optimising for mobile – frictionless – designing and thinking of content as mobile first
    Most immersive and least immersive
    Platform IE tech – platform IE – social, game, owned site, app,
    Mobile users share twice as often as online users
    ----- Meeting Notes (3/4/14 18:43) -----
    middle - responsive
  • Should not be optimising for web, should be optimising for mobile – frictionless – designing and thinking of content as mobile first
    Most immersive and least immersive
    Platform IE tech – platform IE – social, game, owned site, app,
    Mobile users share twice as often as online users
    ----- Meeting Notes (3/4/14 18:43) -----
    middle - responsive
  • 2010
  • 2012
  • ONE VOICE – MULTIPLE CHANNELS – TALK TO MULTISCREENING _ TALKING SAME MESSAGE
  • ONE VOICE – MULTIPLE CHANNELS – TALK TO MULTISCREENING _ TALKING SAME MESSAGE
  • ONE VOICE – MULTIPLE CHANNELS – TALK TO MULTISCREENING _ TALKING SAME MESSAGE
  • n 2011, UEFA Champion’s League sponsor Heineken introduced an innovative ‘dual screen’ app that let fans interact via their mobiles as games were taking place.
    Using the StarPlayer app, viewers were able to react to what was happening in the game by pressing buttons to predict the outcome of set pieces such as corner kicks, penalties and free kicks. Options included a goal, a miss, a save or a clear and if you guessed right, you won points. Bonus questions about the teams were also posted throughout the game and the faster you answered, the more points you scored.
    The Heineken marketing team were onto a winner with this one. It tapped into the surging popularity of dual-screening, where you use mobile devices to play along with live sporting events and shows, but also the competitive nature of the app meant that people were sharing across social media and forming leagues to see who got the best score, guaranteeing huge exposure for the beer brand.
  • Mobile (last) but yet first
  • You have already indicated that you like a particularly store or brand and have given them your contact information. There is no need for expensive and intrusive targeting.
    It’s likely that you have made previous purchases, decreasing the friction in future purchases, particularly if your payment information is stored on the company’s servers1
    In the case of email, you are likely reading the marketing message in a context that also enables immediate action; simply click a link and the item is in your shopping cart
    All of these positive factors apply to messaging. Here is one way it works (all of the examples I’m going to use are from LINE, but they almost all apply to WeChat as well):
    This is a sticker set from Häagen-Dazs; they have paid LINE tens of thousands of dollars (varies by market) to make this set available for free
    To get the stickers, users must follow the official Häagen-Dazs account
    Voilà, Häagen-Dazs now has a direct communications channel to millions of users
    Perhaps this summer, when it’s particularly hot, Häagen-Dazs will send out a coupon to all those users for a discounted cup of ice cream. Many of those users will be out-and-about, likely in the vicinity of a Häagen-Dazs retail shop (they’re all over the place in Asia). And just like that customers have been moved to action.
  • Race The Sun was built using NodeJS and web sockets to enable the phone syncing experience. We implemented a video playback system that incorporated multiple streaming HTML5 players to allow users to proceed through the experience quickly and with virtually no buffering. The games incorporated mobile specific technologies such as accelerometer and swipe gestures. Thanks to HTML5 video and other modern web technologies, we were able to support a wide array of desktops and tablets, broadening our reach
  • Giant coffee chain Starbucks recently used mobiles to make a coffee on the go even quicker for its US customers. By downloading the Starbucks Card mobile app, customers were able to charge it up with credit and then pay for their drink by simply having their mobile screen scanned at the checkout.
    It proved to be a resounding success, with customers excited to have access to a new, faster way to pay and, after launching the app on iPhone, iPod touch and BlackBerry, Starbucks quickly extended the scheme to Android users

  • ----- Meeting Notes (3/4/14 18:43) -----
    One by one
    SMS outcome
    Change the grey
  • Transcript

    • 1. I need you to start taking mobile seriously
    • 2. Blackberry sales down 45%YOY
    • 3. Today’s Journey
    • 4. 5 We’re a mobile first country
    • 5. Total Unique Browsers +21% 24m Time spent on sites (Average) - 21% Long since overtaken desktop access
    • 6. Vodacom 7m active smartphones Half of them BB 500K tablets Unique mobile internet +41% 12.5m
    • 7. Content should be … Searchable ShareableSnackable
    • 8. 9
    • 9. We love to talk soccer 10
    • 10. 12
    • 11. Vodacom 7m active smartphones Half of them BB 500K tablets Total Unique Browsers +21% 24m Time spent on sites (Average) Unique mobile internet +41% 12.5m - 21% July 13 IAB (DMMA) 30% 90% 76% Long since overtaken desktop access 95% FNB banking done via USSD 5% via App Source: Effective Measure, Feb’13-’14
    • 12. 67 million Subscribers (Pop 51 Million) 15.5 million (30% of total population) Smartphones Vodacom 46% market share ( MTN market share of 37% 7.2 million Vodacom smartphone users 16m active data 36.2 million (70% ofTotal Population) Feature Phones CellC market share of 17% Mobile usage: • R80 ARPU Prepaid • R257 ARPU on smartphone • 70% prepaid sales are R5 airtime voucher • Data traffic growing 70% year on year Mobile landscape – MTN, CellC &Vodacom Results 2013/14 With growing penetration of smartphones
    • 13. Therefore central to everything we do Source: Millward Brown 14
    • 14. Therefore central to everything we do Source: Millward Brown 14
    • 15. But how are they accessing? NokiaAsha 520Samsung E250
    • 16. Get paid R1 to own a phone
    • 17. But how are they accessing?
    • 18. Case Study:Grace earns R800 per month working part time and supports a daughter and granddaughter. She spends ¼ of her monthly income on airtime. Food, Electricity , toiletries, transport & education 75% Airtime 25% 70% of South Africans fall into the income bracket of earning R5000 a month or less.Those with less than R3500 a month spend twice as much on cellphones and airtime as on education. What are they spending their money on? Source: Unilever Majority Study 2013 18-24Year old 56% spend airtime on voice calls (10% drop) Data up 15% c
    • 19. Low Middle High Opera Mini Blackberry Nokia Asher Mid range Samsung Safari/Chrome Call & SMS Please Call Me Mxit eLearn/USSD USSD Music via Radio Mobile landscape – AAMPS,WWWorx 12 High level mobile segmentation WhatsApp/WeChat Mxit Facebook Search (Google) Music via Bluetooth WhatsApp/iMessage Email Twitter & Instagram Search Music via Downloads TalkSocialAccessEntertainment
    • 20. Today’s Journey
    • 21. Platform (CONTENT) Search Social Mobile (USSD & SMS) Display Video The brutal truths
    • 22. Search
    • 23. Are you at ZMOT?
    • 24. 26
    • 25. Search •Talk to search andTV •Add in keywords and content
    • 26. Search •Search is driven by ATL awareness •Always on search / Search with ATL strategy •Combined effect (Multiplier effect) - Increases effectiveness ofTV
    • 27. 1818 clubhouse example Most used search terms 1818
    • 28. Social
    • 29. The numbers 11,600,000 7,400,000 4,700,000 2,700,000 1,100,000 1,100,000 930,000 680,000 460,000 Facebook Mxit YouTube LinkedIn Twitter 2Go Pinterest Instagram Google+
    • 30. Social is mobile 32
    • 31. Source: AMPS Jun’12-Jul’13 Source: Mobile Operators 2013 Source: IAB (Effective Measure) Jan 2014 Source:WWW Mobility Study 2012 Accessed Internet Yest, 6,921,804 Accessed Internet Yest via mobile, 5,879,812 Unique Browsers, 23,843,189 Unique Browsers via mobile, 12,856,904 Consumers with internet access, 8,500,000 Consumers with internet access via mobile, 7,900,000 Active Subscribers: Vodacom, 30,964,000 Active Subscribers: MTN, 25,421,000 Active Subscribers: CellC, 11,500,000 Mobile Stats to go on
    • 32. Display
    • 33. Which Ad Formats are the most noticeable? TV/Radio 34% Online 28% Mobile 21% Print 10% OOH 7% South Africa TV/Radio Online Mobile Print OOH Source: Effective Measure SurveyQ1 2014
    • 34. Source: Effective Measure SurveyQ1 2014 South Africans notice mobile ads
    • 35. Display is alive and well on mobile
    • 36. The mobile banner
    • 37. Taking the next step New ways of doing it… •Retargeting •Location based / time based / weather based / handset based / motion based •Programmatic buying •In-Gaming advertising & In-App largest increase in mobile advertising comes from these categories
    • 38. USSD & SMS (Mobile)
    • 39. SMS / USSD Reasons to use USSD • Cost effective for consumer (20sec = 20 cents) • Faster (one session) • Widest spectrum of phones (Except … BB) • Once registered user is recognized for future • 95% FNB’s banking traffic through USSD Disadvantages • Hard to use on ATL transient media • Not as memorable as other short codes • Can’t be forwarded Grapevine 14
    • 40. SMS / USSD - Findings 1. Don’t ask consumer for free form answers. USSD has time-outs and if consumers have to think they take too long to answer. 2. Avoid asking consumer’s to type in lengthy numbers like full ID (best practice is to ask for first 6 digits) 3. Consumers become frustrated if they have bought your product and gotten a unique code, but are then expected to answer a multitude of questions before they get a valid entry. 4. Consumers should be told after they give a valid unique code that this is a valid entry and the rest of the info is just additional. 5. Some consumers struggle with USSD on their particular handset. Eg: Blackberry. Grapevine 14
    • 41. Using USSD Carling Black Label: Be the Coach (2011) • Selecting the relevant vehicle and mechanism for the campaign helped the brand to reach it’s consumers by using SA’s Love for Soccer through simple mobile mechanics (USSD) • Integrated Media mix to amplify the idea • Achieved 10.5 million votes for team selection (consumers voted 18 times on average) with 40 000 SMS votes for in game substitutions. • The campaign is in it’s third year since inception proving to be a highly successful campaign Campaign Objective Grow CBL Market share during the period and deepen brand engagement
    • 42. Video
    • 43. Less Than R5000 R5000- R7999 R8000- R10999 R11000- R19999 R20000 + Cities Towns Villages / Rural 15-24 25-34 35-49 50+ Household Income Community Size Age Group Yearly 0 1 1 1 2 1 1 1 1 2 1 1 Monthly 2 4 5 8 8 6 7 3 6 7 4 1 Weekly 2 5 5 7 8 6 6 3 7 6 3 1 Daily 0 1 2 2 3 2 1 1 2 2 1 0 0 10 20 30 40 50 60 70 80 90 100 WatchingVideo’s on your cellphone • Watching video on cell is NOT a popular activity • Higher LSM = longer video • CTR’s to video below 0.04% in SA • Be vigilant around video content • REALISTIC about expectations Source:AMPS 2013 Main Branded BA (Jul 2012-Jun 2013)
    • 44. Video -Woolworths http://www.youtube.com/watch?v=qkxKGAWmGb0
    • 45. Platform (CONTENT) Search Social Mobile (USSD & SMS) Display Video The brutal truths
    • 46. The platform to publish
    • 47. The platform 38% Of consumers say their opinion of a brand will be lower if they do not have an optimised mobi site 13% Say their opinion of a brand will be lower if the website content doesn't display properly on their phone Nielsen'sApril 13
    • 48. N=354 smartphone users only 64 70 70 It displays clearly on my mobile device It is easy to find via mobile search It loads quickly QUESTION:Which of the following best describes a good mobile website? Top 3 things that consumers want from a mobisite
    • 49. • Age, not income, has the highest direct correlation to whether apps are downloaded or not BMIT 13 research
    • 50. BMIT 13 MSG Social Games
    • 51. Top free apps in SA: Apple App Store
    • 52. Top free apps in SA: Windows Phone Store
    • 53. Top free apps in SA: Google Play Store
    • 54. The platform to publish • Utility • Content • Game • BB = dead • Not flash • KISS • Dynamic dependant • Feature focus • MXIT • Focus the content
    • 55. MXIT 58
    • 56. Activity on Mxit
    • 57. Who uses Mxit in South Africa? Core audience: 18 – 24 years old LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population Ethnicity: Black: 67% Coloured: 21% White: 8% Malay/Indian: 4%
    • 58. Multi-platform
    • 59. Top devices
    • 60. Top apps BUSINESS ENTERTAINMENT LIFESTYLE SPORTS PHOTOS JunkMail Xchange UUSI SA Mxit Music D-SIDERS Swagga The Love Doctor Supersport Mad4Socca Mxpix Imagik
    • 61. Today’s Journey
    • 62. Mobile first Mobile first
    • 63. 66
    • 64. Up to 56% of all ad revenue in 1 year
    • 65. One voice Multiple platforms “70% of regular internet users own between 2-3 devices from which they access the internet.” -DMMA Digital Nation Research 2012
    • 66. One voice Multiple platforms
    • 67. One voice Multiple platforms
    • 68. Dual screening
    • 69. Mobile redemption 74
    • 70. Range Rover Sport • Using websocket technology • Users synced phone with ad unit • Allowed them to race the vehicle through various terrain using their smartphone / tablet
    • 71. Starbucks – Mobile app
    • 72. Cinema OOH Print Radio Television These FB andTwitter logos make sense! Online in approach Vague in execution Website address Go do something complicated! Like our page you have no idea where to find! That last half second #Tag Shazam LBSTechnology Search / Addressable USSD Search SMS #Tag #Tag Shazam Search 4 Mobi Site Medium Current way of thinking Thinking Mobile First Slap the URL on here, they would love to access the website from the theatre