SMS Gaming in Africa (Mobile Entertainment Africa Conference)

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SMS Gaming in Africa is growing at a huge rate across the continent. This is a presentation which I presented at the Mobile Entertainment Africa conference in Cape Town on 24 Aug 2011.

Its a collection of ideas, thoughts, insights and guidelines to SMS gaming in Africa along with some other interesting data about mobile in Africa (including mobile internet)

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SMS Gaming in Africa (Mobile Entertainment Africa Conference)

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

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

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

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

  5. 5. 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

  6. 6. 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

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

  8. 8. 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

  9. 9. THE
TRULY
UBIQUTOUS

 COMMUNICATION
MEDIUM
 #SMSROCKS
SMS
GAMING
IN
AFRICA
 @JONHOEHLER

  10. 10. NOW
LETS
 LOOK
 LOCALLY
 COME
UP
NEXT….

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

  11. 11. 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

  12. 12. 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

  13. 13. 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

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

  15. 15. 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

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

  17. 17. 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

  18. 18. 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

  19. 19. 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

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

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

  22. 22. 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

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

  24. 24. 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

  25. 25. 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

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

  27. 27. THE
BUSINESS
MODEL
OF
SMS
GAMING
 EVERYONE
WANTS

 THEIR
PIECE
OF
THE
 ACTION
 #SMSROCKS
SMS
GAMING
IN
AFRICA
 @JONHOEHLER

  28. 28. 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

  29. 29. 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

  30. 30. 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

  31. 31. 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

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

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

  34. 34. 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

  35. 35. WHY
IS
USING
SMS

 MAKING
SENSE
IN
AFRICA?
 #SMSROCKS
SMS
GAMING
IN
AFRICA
 @JONHOEHLER

  36. 36. 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

  37. 37. 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

  38. 38. SO
WHAT
TYPES
OF
SMS

 GAMES
ARE
AVAILABLE?

 #SMSROCKS
SMS
GAMING
IN
AFRICA
 @JONHOEHLER

  39. 39. 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

  40. 40. 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

  41. 41. 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

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

  43. 43. MEGA
PROMOTION
EXAMPLES
 #SMSROCKS
SMS
GAMING
IN
AFRICA
 @JONHOEHLER

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

  45. 45. 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

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

  47. 47. 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

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

  49. 49. 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

  50. 50. 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

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

  52. 52. 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

  53. 53. OUT
OF
INTEREST
 ADDITIONAL
DATA

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

  54. 54. 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

  55. 55. 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

  56. 56. 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

  57. 57. 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

  58. 58. 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

  59. 59. GENERAL
TIPS
TO
KEEP

 IN
MIND
WHEN
CONSIDERING

 AN
SMS
CAMPAIGN
 #SMSROCKS
SMS
GAMING
IN
AFRICA
 @JONHOEHLER

  60. 60. 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

  61. 61. 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

  62. 62. 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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