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                              Government Briefing
                              Sun C...
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    The mobile phone is the most
    ubiquitous consumer technology
    on earth
    ...
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    With every 10%
    increase in mobile
    penetration, GDP growth
    increases b...
Click toimpact of mobile phones in
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   developing markets




   •   Personal and business p...
South Africa mobile connections versus users
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Growth of unique cellular phone access in SA
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           1999                      ...
Growth of unique cellular phone access in SA
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        among the economically active p...
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        Penetration of cellular style
        By LSM

           70% of t...
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        Penetration of cellular style
        By expanded LSM

          ...
Click South Africa today…
        In to edit Master title style




                      There are almost twice as many  ...
Which South Africa?
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Which South Africa?
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Which South Africa?
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Click to edit Master title style
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PC Internet in Africa
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Click to edit Master2009 style
   RSA, September title




    10.6M
    unique users accessed the mobile web
    at least...
Click to edit Master title style *
   “Mobile web” definition tiers




    Tier 1 The WAP internet
    Tier 2 The mobile ...
“Internet” access channels
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                           PC Web     SMS
      Smartphone...
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Sample of SMS to President Obama during his speech in Ghana..   21


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                              7th mass medium

      Print   Recording   Cinema   Radi...
Access: Population style
     Click to edit SA with entertainment / communication
                      Master title
     ...
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        Age and Income




Source: AMP...
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        Positioning Map title style
        Reach and LSM (LSMs 1 – 10)


...
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        Positioning Map title style
        Reach and LSM (LSMs 1 – 14)


...
Mobile as a medium
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1.     First personal mass media
2.     Permanently carried
3.    ...
Hero, lead or support?
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   • Media
      Display advertising


   • Direct Marketing
 ...
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                                Case Study: Nike
 •   Campaign results

 •   Client Ex...
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   AMS edit Master title
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                                                                                       ...
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                                   35
MMA Members
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                   24.com                      Habari Group Media Direct
...
Developing the medium
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   1.   Guidelines & Standards
   2.   Measurement & Reporting
 ...
Click toopportunity for Government?
   The edit Master title style




   • Efficient distribution of information to citiz...
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   Thank You

                             www.rickjoubert.com




                  ...
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M M A Government Briefing 031109

  1. 1. Click to edit Master title style Government Briefing Sun City 4 November 2009 Rick Joubert www.rickjoubert.com 1
  2. 2. Click to edit Master title style The mobile phone is the most ubiquitous consumer technology on earth No.2 = FM Radio (3.9 Billion)
  3. 3. Click to edit Master title style With every 10% increase in mobile penetration, GDP growth increases by 1.2% Deloitte in its report „Global Mobile Tax Review 2006-2007‟ 3
  4. 4. Click toimpact of mobile phones in The edit Master title style developing markets • Personal and business productivity increases • Banking, financial services and remittances • Empowerment of the poor and of women • Foreign Direct Investment 4
  5. 5. South Africa mobile connections versus users Click to edit Master title style
  6. 6. Growth of unique cellular phone access in SA Click to edit Master title style 1999 2009 11% of SA adults had access to 70% of SA adults use a cellphone. (at least one) cellphone. Source: AMPS 6
  7. 7. Growth of unique cellular phone access in SA Click to edit Master title style among the economically active population 1999 2009 20% of SA working adults had access 82.5% of SA working adults use a to (at least one) cellphone. cellphone. Source: AMPS 7
  8. 8. Click to edit Master title phone ownership in SA Penetration of cellular style By LSM 70% of the SA population has access to a cell phone Source: AMPS 2009 A 8
  9. 9. Click to edit Master title phone ownership in SA Penetration of cellular style By expanded LSM 70% of the SA population has access to a cell phone Source: AMPS 2009 A 9
  10. 10. Click South Africa today… In to edit Master title style There are almost twice as many There are more than four times as many cellphones as there are TV sets households with a cellphone than computer 44% of e-mails are sent and SMS text messaging is used by almost received from a cellphone four times more people than email There are 5.3 times more homes with There are almost six times more cellphones than landline telephones cellphone subscribers than Internet users Source: AMPS 2009 A 10
  11. 11. Which South Africa? Click to edit Master title style
  12. 12. Which South Africa? Click to edit Master title style
  13. 13. Which South Africa? Click to edit Master title style
  14. 14. Click to edit Master title style
  15. 15. Click to edit Master title style
  16. 16. PC Internet in Africa Click to edit Master title style
  17. 17. Click to edit Master2009 style RSA, September title 10.6M unique users accessed the mobile web at least once * *Rick Joubert
  18. 18. Click to edit Master title style * “Mobile web” definition tiers Tier 1 The WAP internet Tier 2 The mobile application Internet Tier 3 Web browsing on phone * Goldstuck/Joubert
  19. 19. “Internet” access channels Click to edit Master title style PC Web SMS Smartphone access to PC Web USSD Mobile applications Voice Mobile Web (WAP)
  20. 20. Click to edit Master title style
  21. 21. Sample of SMS to President Obama during his speech in Ghana.. 21 Click to edit Master title style
  22. 22. Click to edit Master title style 7th mass medium Print Recording Cinema Radio TV Internet Mobile
  23. 23. Access: Population style Click to edit SA with entertainment / communication Master title Population in technology in their household Figures in 000s Radio 25 000 TV DVD 20 000 DSTV/MNET 15 000 Landline telephone 10 000 Cellphone Computer 5 000 Internet 0 5 6 7 93 94 95 96 98 99 00 01 02 03 07 08 09 00 00 00 19 19 19 19 19 19 20 20 20 20 20 20 20 /2 /2 /2 04 05 06 20 20 Source: AMPS 20 23
  24. 24. Click to edit Master of users of various media: Positioning Map title style Age and Income Source: AMPS 2009 A 24
  25. 25. Click to edit Master of users of various media: Positioning Map title style Reach and LSM (LSMs 1 – 10) Source: AMPS 2009 A 25
  26. 26. Click to edit Master of users of various media: Positioning Map title style Reach and LSM (LSMs 1 – 14) Source: AMPS 2009 A 26
  27. 27. Mobile as a medium Click to edit Master title style 1. First personal mass media 2. Permanently carried 3. Always on 4. Built-in payment mechanism 5. Available at point of creative inspiration 6. Accurate audience measurement 7. Captures social context of media consumption * Tomi Ahonen
  28. 28. Hero, lead or support? Click to edit Master title style • Media Display advertising • Direct Marketing Push messaging, lead generation • Integrated Marketing Interactive response channel for other media • Community Building and CRM
  29. 29. Click to edit Master title style
  30. 30. Click to edit Master title style
  31. 31. Click to edit Master title style
  32. 32. Click to edit Master title style Case Study: Nike • Campaign results • Client Expectations • • 15 000 downloads • • 4 000 survey responses • Actual results • • 84 000 downloads • • 9 200 survey responses
  33. 33. Click to – Orlando Piratesstyle AMS edit Master title
  34. 34. Click to edit Master title style Ring Suzan calls Mike She expects to hear Suzan listens to the a ringing tone superimposed Ring but hears an advertising ring advertising Tone 3-8 message instead seconds Now Playing Mike Receives benefits for allowing ads to be played on his ring back tone Messages Rotate The messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.
  35. 35. Click to edit Master title style 35
  36. 36. MMA Members Click to edit Master title style 24.com Habari Group Media Direct AdMob Inc. Media 24: Emerging Markets Be-Mobile Microsoft (MSN and Windows Live) Mobile Services Company (Blue Label) Mobiclicks Brandsh Media cc MobiliTrix SA (Pty) Ltd BuzzCity Pte Ltd Mr Price Group Financial Services Multimedia Solutions OgilvyOne Worldwide Celerity Systems (Pty) Ltd One Digital Media Cellsmart Technologies Praekelt Consulting Clickatell Ringco Coca-Cola Yonder Media Google, Inc. SilverstoneCIS GroupM TIM w.e. SA Vodacom
  37. 37. Developing the medium Click to edit Master title style 1. Guidelines & Standards 2. Measurement & Reporting 3. Training & Education 4. Networking & Events
  38. 38. Click toopportunity for Government? The edit Master title style • Efficient distribution of information to citizens • The ONLY mass market “new media” advertising channel • Citizen to government engagement • Bring the internet and government services to all 38
  39. 39. Click to edit Master title style Thank You www.rickjoubert.com 39
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