2nd Annual Mobile Marketing Summit

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2nd Annual Mobile Marketing Summit

  1. 1. 2nd Annual Mobile Marketing Summit20 July 2009Johannesburg<br />www.rickjoubert.com<br />Twitter: @rickjoubert<br />LinkedIn: www.linkedin.com/in/rickjoubert<br />
  2. 2. Mobile – developing as a powerful medium<br />Mobile is driving new innovation, efficiency and radically enhanced user experience....<br />Publishing / Media<br />Customer Service<br />Commerce / Banking<br />Advertising / Marketing<br />
  3. 3. US Q1 2009 print ad revenues DOWN 29.7% on same period year ago...<br />Attributed mainly to radically changing media consumption habits and the move to new media<br />The notion that information on the web “wants to be free” is being challenged by publishers out of sheer desperation<br />Traditional media under pressure<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />3<br />
  4. 4. Amazon KINDLE: the iPhone of E-readers?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />4<br />
  5. 5. The newspaper is dead. Long live the newspaper!<br /><ul><li> Subscriptions are auto-delivered wirelessly to </li></ul> your Kindle, every morning.<br /><ul><li> The New York Times
  6. 6. Los Angeles Times
  7. 7. Chicago Tribune
  8. 8. The Boston Globe
  9. 9. The Wall Street Journal
  10. 10. The Washington Post
  11. 11. USA Today
  12. 12. Financial Times</li></li></ul><li>Is there any other marketing medium more...<br /><ul><li>Available
  13. 13. Interactive
  14. 14. Responsive
  15. 15. Functional</li></ul>May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />6<br />The Mobile Phone<br />
  16. 16. Reported mobile operator stats<br />Yes, but includes multiple SIM’s and machines<br />Over 50 million cellphone connections in South Africa?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />7<br />
  17. 17. South Africa – Mobile connections vs users<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />8<br />
  18. 18. Reported mobile operator stats<br />Yes, but includes duplication and machines<br />Goldstuck (June 2009) reporting 37M consumer users<br />That’s 77% population penetration!<br />Over 50 million cellphone connections in South Africa?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />9<br />
  19. 19. Continental picture...<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />10<br />
  20. 20. Continental picture.....<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />11<br />
  21. 21. Africa - real time mobile engagement with US president....<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />12<br />
  22. 22. Sample of SMS to President Obama during his speech in Ghana..<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />13<br />
  23. 23. Vibrant RSA mobile media market....some numbers<br /><ul><li>At least 35 unique brands in Vodacom inventory every month</li></ul>Vodacom sponsors first MOBILE award at Loeries (2009)<br />
  24. 24. The Loeries, 2009<br />Vodacom is sponsoring the Digital Category of the 2009 Loerie Awards<br />Special Mobile Advertising Award: In partnership with Vodacom, The Loerie Awards is introducing a new category in the Digital Advertising section catering especially to the recent growth in the use of mobile devices in the advertising mix. In order to promote the growth of this category, Vodacom Mobile Media is offering a special prize including two iPod touch devices and R50,000 advertising spend with Vodacom Mobile Media.<br />
  25. 25. Brand vs. Agency<br />
  26. 26. Agencies getting involved<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />17<br />&quot;It is an area of massive potential in this market and we have invested resources because I believe OMD needs to take a leading role as the largest media agency in SA.”<br />Josh Dovey<br />CEO, OMD <br />
  27. 27. Financial Services<br />Mobile Entertainment<br />Mobile handset brands<br />Retail<br />Packaged goods (FMCG)<br />Beverage brands<br />Government<br />Luxury brands<br />Automotive<br />Dominant verticals...but changing<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />18<br />
  28. 28. Vibrant RSA market....more numbers <br />Vodacom PCM ads reach on average 23M unique consumers p/m – all networks<br />Over 10M mobile web users in RSA – all networks<br />Only 30% of those have regular/easy access to PC web<br />Vodafone live! hits 3M unique users in December 2008<br />RSA features in top 6 markets for Admob, Buzz City, Mkhoj, Opera MINI<br /><ul><li>Buzz City, Admob invest in local presence
  29. 29. MXit still serving teen market and 24 Group finally clearly visible
  30. 30. Avusa launches “The Times” mobi and indications are that mobile publishing is a 2009 priority for most large incumbent media companies</li></ul>Local MMA council established<br />
  31. 31. MMA South Africa members<br />20<br />
  32. 32. Mobile in the marketing mix<br />Is mobile the hero, lead or support?<br />Media : display advertising<br />Direct Marketing: push messaging , lead generation<br />Integrated Marketing: interactive response channel for other media<br />Community Building and CRM<br />- Standard SMS/MMS/dot mobi tools<br /><ul><li>Branded application / utility (content delivery)</li></ul>Mobile Commerce<br />
  33. 33. What if you could LISTEN to a poster?<br />Integrated execution – MMA Global award winning case study<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />22<br />
  34. 34. UNICEF – Please Call Me<br />Want engagement with very deep reach?<br />08/11/25 3:30 am<br />08/11/25 3:30 am<br />+27823103104<br />+27823103104<br />*140*0821234567#<br />Please Call Me<br />082 3103104<br />(AD).Africa wants 2 know what U think! Finish the sentence - What I like about my country is? SMS 33012.R1.50/SMS<br />Please Call Me<br />082 3103104<br />(AD).Africa wants 2 know what U think! Apart from school/home where do U spend most of UR time? SMS 32979.R1.00/SMS<br />
  35. 35. Three important trends<br />Emergence of the mobile application “net”<br />Location as a “killer” contextual variable<br />The mobile wallet<br />
  36. 36. Three important trends<br />Emergence of the mobile application “net”<br /><ul><li>Driven by the fierce competition in the “Smartphone” market
  37. 37. Catalysed by the launch of iPhone
  38. 38. Realised by the “Application store”</li></li></ul><li>2 iPhone use cases from traditional publishers<br />FREE / ad-funded<br />
  39. 39. BBC – Mobile iPlayer<br />
  40. 40. Some branded Smartphone applications<br />http://www.carling.com/ipint_details.html<br />http://www.kraftfoods.com/kf/iFood.aspx<br />
  41. 41. Three important trends<br />Emergence of the mobile application “net”<br /><ul><li>Driven by the fierce competition in the “Smartphone” market
  42. 42. Catalysed by the launch of iPhone
  43. 43. Realised by the “Application store”</li></ul>Location as a “killer” contextual variable<br /><ul><li>Integrated GPS and navigation
  44. 44. Real-time operator LBS
  45. 45. Aged cell id data for location profiling</li></li></ul><li>Location Based Advertising: The Grid WEB<br />
  46. 46. Mobile Advertising Targeting Toolkit<br />
  47. 47. Three important trends<br />Emergence of the mobile application “net”<br /><ul><li>Driven by the fierce competition in the “Smartphone” market
  48. 48. Catalysed by the launch of iPhone
  49. 49. Realised by the “Application store”</li></ul>Location as a “killer” contextual variable<br /><ul><li>Integrated GPS and navigation
  50. 50. Real-time operator LBS
  51. 51. Aged cell id data for location profiling</li></ul>The mobile wallet<br /><ul><li>Innovation around existing MNO mobile payment solutions
  52. 52. Integrated mobile wallets within existing banking license regimes (Mpesa poster child)</li></li></ul><li>The M-Pesa story<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />33<br />
  53. 53. M-pesa – solutions for the unbanked<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />34<br />
  54. 54. M-pesa – exponential growth<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />35<br />
  55. 55. M-pesa – massive and deep distribution<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />36<br />
  56. 56. M-pesa : full substitution of debit / credit card<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />37<br />
  57. 57. From ad... to order... to pay.. – Buy your favourite pizza<br />American Hot 13.5”<br />Onions, pepperoni, jalapeno peppers<br />Buy Now £15.99 <br />Change size 11.5”9.5”7”<br />Welcome back Rory<br />+441234567890<br />Newbury, Berkshire RG14 2FN<br />(estimated location) <br />Your nearest Domino’s Pizza is<br />5 The Broadway, Newbury, RG14 1AS<br />Buy Now or Change Pick-up Store<br />Order your favourite pizza?<br />Order a new pizza?<br />
  58. 58. From ad... to order...... to pay– Buy your favourite pizza<br />SMS:<br />Your American Hot pizza is ready<br />for collection from <br />5 The Broadway<br />Newbury<br />RG14 1AS<br />(phone 01635 529529)<br />Click ‘Pay Now’ to get your American Hot Domino’s Pizza for £15.99.<br />  Pay Now<br /> XCancel<br />What is Payforit?<br />Terms and Conditions<br />Operator Data charges may apply<br />Thank you for buying Domino’s Pizza.<br />Please collect from:<br />5 The Broadway<br />Newbury<br />RG14 1AS<br />(phone 01635 529529)<br />I would like to receive great offers and news from Domino&apos;s Pizza<br />By emailBy postBy TXT<br />
  59. 59. Thank You<br />www.rickjoubert.com<br />Twitter: @rickjoubert<br />LinkedIn: www.linkedin.com/in/rickjoubert<br />

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