SMS Gaming in Africa (Mobile Entertainment Africa Conference)

SMS GAMING IN AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

FOOT PRINT & QUICK FACTS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

HANDS IN THE AIR…..  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

LETS START  GLOBALLY  BEFORE WE  LOOK LOCALLY Image: wallpapers-zone.info #SMSROCKS  SMS GAMING IN AFRICA  @JONHOEHLER 

FACTS AND FIGURES  Source: PorEo Research Ltd  Annual worldwide mobile messaging revenue will reach nearly  $210 BILLION  USD 210 billion by the end of 2011, and smash USD 300 billion  in 2014.  SMS and MMS alone will contribute a massive 55.7 percent to  55.7 PERCENT  global data revenues in 2011.  13x  SMS brings in 13 Emes more revenue than Apps  SMS alone generated USD 114.6 billion in 2010, and will reach  USD 126.8 billion in 2011. Compare that to forecasted mobile  $114.6 BILLION  broadband revenues (USD 58.1 billion in 2011) and mobile  applica[on revenues (USD 9.5 billion in 2011)  MMS outperforms mobile apps and mobile music added  together... In 2010, worldwide MMS traﬃc hit 248.7 billion  $32.5 BILLION  MMS messages and generated massive revenues of USD 32.5  billion  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE PROJECTIONS  According to Informa Telecoms and Media, global SMS  8.7 TRILLION  traﬃc is expected to increase to 8.7 trillion messages  in 2015 from 6.1 trillion messages in 2010.  According to ABI Research there were 4.2 billion  4.2 BILLION  users of SMS around the world in 2010.  GLOBAL, MOBILE MESSAGING TRAFFIC BY  GLOBAL, MOBILE MESSAGING REVENUE SHARE  TYPE, 2009‐2015  BY TYPE, 2009‐2015  Source: Informa Telecoms and Media  Source: Informa Telecoms and Media  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

#SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE PHILIPPINES “THE SMS CAPITAL OF THE WORLD”  SOURCE: INFORMA TELECOMS AND MEDIA  GREAT EXAMPLE OF SMS DRIVING DATA REVENUE  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE TRULY UBIQUTOUS   COMMUNICATION MEDIUM  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

NOW LETS  LOOK  LOCALLY  COME UP NEXT….   MOBILE INTERNET IN AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHAT IS HAPPENING IN AFRICA…  • The worlds 2nd largest and 2nd most  populated con[nent, aber Asia.   • 2,000 languages spoken  • Covering 20% of the earths land  • 1 billion people, and growing  • Made up of 54 countries  • 175 Mobile Network Operators  • Mobile subscribers growing y/y at 25%  • Currently more 500m subscribers, > the  US popula[on…   • 2 billion people will live in urban SSA by  2050  • They will spend $1.4 T on consumer  goods / services by 2020  • Middle‐class segment of 500M is already  bigger than India’s….  AFRICA’S TRUE SIZE  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHAT IS HAPPENING IN MOBILE ON THE CONTINENT…  OVER 550 MILLION  CONNECTIONS  97% PREPAID SUBSCRIBERS  ALMOST ALL HANDSETS CAN  USE TEXT MESSAGING  NOKIA HAS 65% MARKET  SHARE IN AFRICA  AIRTEL AFRICA   ARPU PER MONTH: $7.2  15% MOBILE INTERNET  PENETRATION  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHAT IS HAPPENING IN MOBILE ON THE CONTINENT…  MOST POPULAR   MOST POPULAR   ENTRY LEVEL HANDSETS:   WAP HANDSET:   NOKIA 1100 SERIES  NOKIA 5130 XPRESS MUSIC  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MOST POPULAR WAP HANDSET IN SOUTH AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

BLACKBERRY vs IPHONE vs ANDROID  ON THE VODACOM SA NETWORK  Source: Mybroadband | Website: hmp://[nyurl.com/vodacomsa‐mybroadband | Date: April 2011  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

SOCCER CITY  WORLD CUP OPENING GAME  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

HOW BIG IS THE IPHONE AUDIENCE IN SA? SOUTH AFRICA’S MOBILE MARKET = 52 MILLION NOW, SOCCER CITY HOLDS 95,000 PEOPLE  +  = 200,000  Es?mate from industry experts  TOTAL IPHONE UNIVERSE   IN SOUTH AFRICA ACROSS  VODACOM AND MTN  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

HOW BIG IS THE BLACKBERRY AUDIENCE IN SA? SOUTH AFRICA’S MOBILE MARKET = 52 MILLION NOW, SOCCER CITY HOLDS 95,000 PEOPLE  = 1,5 MIL  Es?mate from industry experts  TOTAL BLACKBERRY   UNIVERSE IN   SOUTH AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

HOW BIG IS THE FEATURE DEVICE AUDIENCE IN SA? SOUTH AFRICA’S MOBILE MARKET = 52 MILLION NOW, SOCCER CITY HOLDS 95,000 PEOPLE  = 15 MIL  Es?mate from industry experts  TOTAL ACTIVE WAP ENABLED   FEATURE PHONE UNIVERSE   IN SOUTH AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

IN THE NUMBERS GAME WHICH WAP  HANDSETS WILL WIN IN AFRICA?  ✗  ✔  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE FUTURE COST OF HANDSETS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA  HUAWEI SMARTPHONE  ANDROID 2.2 (FROYO) OS  FULL TOUCH SCREEN  200,000 HANDSETS SHIPPED  2,000 ACTIVATIONS PER DAY  “ANDROID OS IS THE FASTING GROWING OS PLATFORM ON THE  INMOBI MOBILE ADVERTISING NETWORK IN KENYA (MARCH 2011)”  SUBSIDIZED COST: KS 8,499 or $95.00  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

TIGO GHANA – FACEBOOK PHONE BY MI‐FONE  PHONE FEATURES INCLUDE:  Camera        Qwerty keypad   Email access      Fm radio  Memory Card slot     Java   Big 2inch screen    64 Midi Ringtone / MP3   PACKAGE INCLUDE:   2Ghc air[me and 1GB of data for 30 days.  RETAIL PRIZE: Ghc49.99 (± US$ 32)  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE GROWTH OF MOBILE DATA USAGE   BY AFRICAN MOBILE YOUTH  According the Mobile Youth 2010 Report  South Africa has 27 Million mobile youth owners  $1.3 Billion will be spent on data usage by 2012  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

AFRICA TODAY  MORE AFRICANS HAVE ACCESS TO  MOBILE PHONES THAN CLEAN  DRINKING WATER!  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE BUSINESS MODEL OF SMS GAMING  EVERYONE WANTS   THEIR PIECE OF THE  ACTION  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE BUSINESS MODEL OF SMS GAMING  REVENUE FROM TRANSACTIONS  REVENUE SHARE SPLITS  MEDIA AND PRIZES  ITS NOT ALWAYS ABOUT REVENUE….  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHO FORMS PART OF THE ECOSYSTEM  CLIENT, BRAND,  AGENCY, CONCEPT  OWNER  SMS APPLICATION  THE SUBSCRIBER  THE FIVE KEY  PROVIDER  PARTIES IN THE  SMS GAMING  ECOSYSTEM  MEDIA   MOBILE NETWORK  OWNERS  OPERATOR (MNO)  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THE ECOSYSTEM BREAKDOWN  CLIENT, BRAND, AGENCY,  SMS APPLICATION  MOBILE NETWORK  MEDIA OWNERS  THE SUBSCRIBER  CONCEPT OWNER  PROVIDER  OPERATOR (MNO)  • THE GUYS WITH THE  • THE GUYS WITH THE  • THE GUYS WITH  • THE GUYS WITH TOOLS  • THE MAIN GUY!  IDEA  TOOLS TO MAKE THE  ACCESS TO THE  TO PROMOTE THE SMS  SMS SERVICE WORK  SUBSCRIBERS  SERVICE  • THE MOST IMPORTANT  • A CLIENT CAN TAKE  PART IN THE  MANY FORMS BE IT AN  • THE PROVIDER WILL  • THE MNO PROVIDES  • MEDIA PARTNERS  ECOSYSTEM  AD AGENCY, AN FMCG  EXECUTE THE SMS  ACCESS TO THEIR  PROVIDE THE  COMPANY, MEDIA  APPLICATION FOR THE  SUBSCRIBERS VIA  PLATFORMS TO  • IT’S THE SUBSCRIBER  OWNER, PRODUCT AND  CLIENT  PREMIUM‐RATED SMS  PROMOTE SMS  WHO IS GOING TO  SERVICES COMPANY OR  SHORT CODES  APPLICATIONS AND  CHOOSE TO  EVEN A MOBILE  • THE PROVIDER HAS  SERVICES  PARTICIPATE IN YOUR  OPERATOR  ACCESS TO A MOBILE  • TRANSATIONAL  SERVICE BASED ON  OPERATORS  PAYMENTS HARE  • IN SOME CASES THE  SOME KEY FACTORS:  SUBSCRIBERS VIA  HANDLED BY THE MNO  MEDIA OWNER WILL  • GOALS VARY BASED ON  PREMIUM‐RATED SMS  DEPLOY SMS SERVICES  COST OF  CLIENT  SHORT CODES AND  AND USE DEAD  PARTICIPATION  • REVENUE IS PAID  CONNECTIONS  FROM THE MNO TO  ADVERTISING SLOTS TO  • OBJECTIVES:  THE SERVICE PROVIDER  PROMOTE THEIR OWN  EASE OF  • PROVIDER HANDLES  SERVICES  PARTICIPATION  BRAND AWARENESS  PAYMENTS AND  • IN SOME CASES THE  REVENUE COLLECTION  • SMS APPLICATIONS  PRODUCT/SERVICE  MNO IS THE CLIENT,  RECEIVED BY  REVENUE GENERATION  FROM THE MOBILE  SERVICE PROVIDER AND  ALLOW MEDIA OWNERS  OPERATORS  TO SELL MORE MEDIA  PARTICIPTION  MEDIA PARTNER ALL  ROLLED INTO ONE  SPACE  INCENTIVES TO  • OBJECTIVES:  PARTICIPATE  • OBJECTIVES:  • OBJECTIVES:  SERVICE DELIVERY  TRUST IN THE SMS  REVENUE GENERATION  SELL MEDIA SLOTS  SERVICE   REVENUE GENERATION   SUBSCRIBER  PROMOTE OWN  RETENTION    SERVICES   #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHAT MAKES A SUCCESS SMS CAMPAIGN?  AWESOME  LOW COST  PRIZES AND  ENTRIES  INCENTIVES  CORRECT  SUCCESS  MEDIA  LOCALISATION  PLACEMENT  FACTORS  SIMPLE  MULTIPLE USER  APPLICATION  ENGAGEMENTS  MECHANICS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

REGISTERED USERS  VS.  ACTIVE USERS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

REGISTERED VS. ACTIVE USERS “THERE IS A BIG DIFFERENCE”  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

REGISTERED VS. ACTIVE USERS “THERE IS A BIG DIFFERENCE”  THE SMS   LONG TAIL   EFFORT  INCREASE THE 80%  OF  PARTICIPANTS WHO ARE ONLY  SENDING 1 OR 2 TRANSACTIONS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHY IS USING SMS   MAKING SENSE IN AFRICA?  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

A MATRIX OF OPTIONS…    SMS  MMS  WAP  MOBILE APPS  HANDSET SUPPORT  99%  ±15%  ±15%  ± 10%  Text messaging is available in  Only available in GPRS, Edge,  Only available in GPRS, Edge,  Only available in GPRS, Edge,  COVERAGE  all network coverage areas  3G coverage areas  3G coverage areas  3G coverage areas  Appstore needs to be  available with the user being  User types in wap site address  able to download apps.  Subscriber sends keywords to  Subscriber sends keywords to  URL into browser to  Payment apps might be  SIMPLE  assigned premium‐rated SMS  assigned MMS short codes (If  engagement. SMSes can we  required. Download requests  ENGAGEMENT  short codes  available from MNO)  used to send the URL to a  via SMS request for Java  subscriber  Apps can be used but  mechanics can be  complicated  MMS messaging is only used  WAP engagement is greater  JAVA apps amongst feature  by a small frac[on of the  than MMS usage on a per user  phone users are popular but  SMS is a basic service that  African mobile market due  basis however the issues of  version and handset  most subscribers have used be  SERVICE USABILITY  it peer to peer SMSing or  lack of handsets, lack of MMS  handsets, coverage and  availability is a challenge.  equipment at MNO and lack of  understanding of how to use  iOS, Android and Blackberry  engaging in SMS applica[ons  understanding how to use the  WAP are s[ll present amongst  are used by a small amount  service  a large por[on of the market  of the market.  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THERE ARE DRAWBACKS…..  COST TO CONSUMER (BARRIER TO ENTRY)  160 TEXT BASED CHARACTERS  RICHNESS OF THE CONTENT  GAME SCENARIOS BECOME COMPLICATED  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

SO WHAT TYPES OF SMS   GAMES ARE AVAILABLE?   #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHAT TYPES OF GAMES ARE AVAILABLE?  SIMPLE SMS AND WIN  APPLICATIONS  SKILL BASED GAMES  AMAZING RACE VIA SMS  HIGHEST TEXTER GAMES  REVERSE AUCTIONS  SMS MEGA PROMOTIONS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

WHAT MAKES UP A MEGA PROMO!  THEMED GENERAL KNOWLEDGE  MULTIPLE CHOICE QUESTIONS  GAME OF  SKILL  PROMOTIONS  CASH IS  CAPACITY  KING  HIGH  HUGE PRIZE  VOLUMES  INCENTIVES  MNO  PLAY RATES  BRANDED  MEGA  HIGH  INTENSITY  PROMOTIONS  MOBILE  OPERATOR  GAME PLAY  DRIVEN  MOBILE  HUGE MEDIA  BROADCASTS,  PLEASE  OPERATOR  AWARENESS AND  INITIATIVES  CALL ME AND BANNERS  MEDIA  CREDIBILITY  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MEGA PROMOTION EXAMPLES  VODAFONE ITALY  POWERED BY ZED  Win an SLK every day  for 100 days and a   Mercedes McLaren as  the Grand prize.  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

VODAFONE ITALY – 100 SLK’s IN 100 DAYS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MEGA PROMOTION EXAMPLES  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

GLO NIGERIA MEGA PROMOTION  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MEGA PROMOTION EXAMPLES  MTC NAMIBIA  Promoions: 3  Total revenue generated: N$96 000 000  ARPU boost %:  5.31%  Users: 758 647  POWERED BY PBEL  Average purchases per user: 10.23  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

TIPS AND CONSIDERATIONS  LOCAL LOTTERY BOARDS  LOCAL LEGISLATION (CPA)  MOBILE REGULATORY GROUPS (WASPA)  NEW AND INNOVATIVE SERVICES  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

CONCLUSIONS  SMS IS NOT GOING ANYWHERE AND  CONTINUES TO BE MOBILE DATA’S KILLER APP  STILL THE MOST AVAILABLE FORM OF MOBILE  DATA BILLING IN AFRICA  BEST DATA MEDIUM FOR   MASS MARKET ADOPTION  BUILD SERVICES FOR AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

STARFISH MOBILE  CASE STUDIES  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

STARFISH MOBILE CASE STUDIES  SMS FOOTBALL TRIVIA  INTERACTIVE TV  TANZANIA CASE STUDY  3BEE on SABC 3  An interac[ve SMS Trivia applica[on built around the  An interac[ve SMS compe[[on promoted and  football World Cup. Par[cipants were prompted to  developed for the South African Broadcas[ng  SMS a single keyword to a short code.  Corpora[ons third channel, SABC3.  Par[cipants were provided with mul[ple choice  Purpose of the campaign was to create viewer  ques[ons and points were allocated based on correct  s[ckiness by par[cipa[ng in an SMS compe[[on  answers provided.  during their favourite SABC 3 TV show.  The subscriber with the most points won a trip to  An animated character (“3BEE”) would appear in the  watch a World Cup game in South Africa, in this case it  corner of the TV screen promp[ng the viewer to SMS  was the quarter ﬁnal between Ghana and Uruguay  the word 3BEE to 34811. The viewer received a  ALL EXPENSES PAID  ques[on about the current show. If answered  correctly the viewer would be entered into the draw  STATISTICS:   to win awesome daily prizes    • Ac[ve Subscriber Base: 5mil  • End User Price per request: $0.11  STATISTICS:   • Promo[onal Period: 35 days  • Dura[on: Two, 3 month promo[ons  • Tag Message alloca[on: 800,000 per day  • Total par[cipants: Over 650,000  • Broadcast Messaging: 1mil every week  • Transac[ons Per month: Over 1,000,000 SMSes    • Total Transac[ons: 1,085,339   • Peak transac[ons: 121,000 SMSes in 1 hour  • Average Transac[ons Per Day: 31,010   #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

STARFISH MOBILE CASE STUDIES  SMS AMAZING RACE  SMS FOOTBALL TRIVIA  NIGERIA CASE STUDY  NIGERIA CASE STUDY  An interac[ve SMS Trivia applica[on built around the  An interac[ve SMS Trivia applica[on built around the  content of the popular TV show, the Amazing Race. In  EPL. Par[cipants were prompted to SMS a single  a virtual game, par[cipants traveled to 17 des[na[ons  keyword to a short code.  where 5 SMS mul[ple choice ques[ons were posed.   Par[cipants were provided with mul[ple choice  The subscriber to complete all the ques[ons in the  ques[ons and points were allocated based on correct  quickest possible [me was declared the winner.   answers provided.  Prizes included:   The subscriber with the most points won a trip to  • Apple IPods Nano 4GIG  watch a live EPL game in the UK, in this case it was the  • Nokia 63000’s  top 4 clash between Arsenal and Chelsea at the  • Samsung Flat Screen TV  Emirates Stadium ALL EXPENSES PAID  STATISTICS:   STATISTICS:   • Campaign Dura[on: 1 Month  • Dura[on: 8 Months  • Total hits: 570 279  • Total Transac[ons: 1,213,506    • Total unique par[cipants: 44,525  • Total Par[cipants: 214,798   • Total race ﬁnishers: 1526  • Total Community Members: 430,450  • Winning Time: 120h:35m:53s  • Play Rate: 5,64  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

SMS FOOTBALL TRIVIA: NIGERIA CASE STUDY  GRAND PRIZE PHOTOS  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

THANK YOU  JONATHAN HOEHLER  Chief Technical Officer / Business Analyst  Starfish Mobile Interna[onal Inc  EMAIL:     jonathan@starfishmobile.com  TWITTER:   @JonHoehler  SKYPE:     jonhoehler  MOBILE:    +27 83 712 2534  BLOG:    www.jonhoehler.co.za  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

OUT OF INTEREST  ADDITIONAL DATA   ON MOBILE IN AFRICA  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

OVER 50 MILLION SUBSCRIPTIONS  38 MILLION ACTIVE SUBSCRIBRS  15%  SMS GAMING IN AFRICA  85% PREPAID SUBSCRIBERS  POSTPAID  SOUTH AFRICAN LANDSCAPE  3G  SMS  WAP  VOICE AND  75% USE ONLY BASIC SERVICES  25% DATA  (HANDSETS)  SERVICES  2G HANDSETS  WAP  3G  #SMSROCKS @JONHOEHLER 

OVER 500 MILLION SUBSCRIBERS  3 SMS GAMING IN AFRICA  97% PREPAID SUBSCRIBERS  %  3G  WAP  THE PAN AFRICAN LANDSCAPE  VOICE AND SMS  15%  85% USE ONLY BASIC SERVICES   DATA  DATA  2G HANDSETS  HANDSET  #SMSROCKS @JONHOEHLER 

OPERA MINI AFRICA SNAPSHOT  RANK  SITE VISITED  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK  ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA  1  facebook.com  ✔  1  ✔  1  ✔  2  ✔  1  2  google.com  ✔  2  ✔  2  ✔  1  ✔  2  3  youtube.com  ✔  4  ✔  3  ✔  4  TOP VIEWED SITES   4  yahoo.com  ✔  3  ✔  10  ✔  4  ✔  5  5  wikipedia.org  ✔  6  ✔  3  ✔  3  6  bbc.co.uk  ✔  4  ✔  5  ✔  8  7  my.opera.com  ✔  9  ✔  6  ✔  7  8  dic[onary.com  ✔  7  ✔  9  9  goal.com  ✔  7  ✔  10  10  vanguardngr.com  ✔  5  11  zamob.com  ✔  5  12  ketomob.com  ✔  6  13  waptrick.com  ✔  6  14  na[on.co.ke  ✔  7  15  2go.co.za  ✔  8  16  mobile2day.com  ✔  8  17  news24.com  ✔  8  18  as7apcool.com      ✔  9  19  twimer.com  ✔  9  20  cnnmobile.com  ✔  10  SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: hXp://www.opera.com/smw/20/04/ | DATE: APRIL 2011  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

OPERA MINI AFRICA SNAPSHOT  RANK  HANDSETS  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK  ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA  1  Nokia 5130 XpressMusic  ✔ 2  ✔ 1  ✔ 1  ✔ 2  2  Nokia 2700c  ✔ 1  ✔ 2  ✔ 2  ✔ 3  TOP WAP HANDSETS  3  Nokia 2330c  ✔ 5  ✔ 3  ✔ 8  ✔ 1  4  Nokia 2690  ✔ 3  ✔ 6  ✔ 4  ✔ 6  5  Nokia 2730c  ✔ 6  ✔ 5  6  Nokia C3  ✔ 8  ✔ 7  ✔ 9  7  Nokia N70  ✔ 3  8  Nokia 1680c        ✔  4  9  Nokia 30c  ✔ 4  10  Samsung GT‐S5233a    ✔  4      11  Nokia N73  ✔ 5  12  Samsung SGH‐E250i    ✔  5      13  Nokia N72  ✔ 6  14  Nokia 2680s        ✔  7  15  Nokia 6120c  ✔ 7  16  Nokia C1  ✔ 7  17  Alcatel OT‐606  ✔ 8  18  Samsung SGH‐E250    ✔  8      19  Nokia 2710c  ✔ 9  20  Nokia 6300      ✔  9    SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: hXp://www.opera.com/smw/20/04/ | DATE: APRIL 2011  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

OPERA MINI AFRICA SNAPSHOT  KEY OBSERVATIONS  THE MOBILE WEB SITES THAT MOBILE  THE MOST POPULAR HANDSETS  OPERATORS SHOULD ALIGN WITH TO  ACCORDING TO OPERA MINI  DRIVE MOBILE DATA USAGE  NEWS AND  SEARCH  SOCIAL MEDIA  UTILITY  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

GENERAL TIPS TO KEEP   IN MIND WHEN CONSIDERING   AN SMS CAMPAIGN  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MOBILE STRATEGY  • Not all products / services are created equally  – Iden[ty  each  of  the  brands  and  product  lines  and  align  the  deployment  of  mobile applica[ons to that par[cular market segment  – Example: If the product line is for mass market consump[on, SMS applica[ons  are the bearer of choice due to its availability to all subscribers. IF the product  line  has  a  more  aﬄuent  /  high  end  clientele,  Mobile  Applica[ons  and  Mobi  sites are the bearers of choice.  • Simple entry mechanics are the key to success  – Promote  very  simple  subscriber  engagement  in  all  mobile  marke[ng  ini[a[ves.  The  simpler  the  user  engagement,  the  higher  the  service  up  take  rate  #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MOBILE STRATEGY  • Mobile is not a sprint but rather a marathon  – Any mobile applica[on strategy is a long term engagement  – Each applica[on engagement regardless of bearer type (SMS or WAP or MMS)  needs to work together.  – Building MOMENTUM is key to driving customer par[cipa[on  • Who is your customer?  – Part  of  all  mobile  applica[on  deployments  is  engagement  with  the  customer  to gain insights into: WHO IS YOUR CUSTOMER!  – Customer  Proﬁling  ac[vi[es  are  a  key  component  to  mobile  marke[ng  because as we start to know WHO are subscribers are, we can target speciﬁc  marke[ng ac[vi[es to those subscribers   #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

MOBILE STRATEGY  • Incenives and Promoions  – A  key  driver  to  all  mobile  engagements  is  providing  incen[ves  to  the  subscribers and customers for:  • PURCHASING THE PRODUCT and  • PARTICIPATING IN THE MOBILE APPLICATIONS    – Instant  redemp[on  ac[vi[es  such  as  air[me  vouchers  or  discount  mobile  coupons at the point of purchase are key to customer par[cipa[on.  • Building your Community of Customers  – Mobile community building ac[vi[es drive the mobile strategy forward.    #SMSROCKS SMS GAMING IN AFRICA  @JONHOEHLER 

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SMS Gaming in Africa (Mobile Entertainment Africa Conference)

by Jon Hoehler

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SMS Gaming in Africa (Mobile Entertainment Africa Conference) Presentation Transcript