3rd Mobile Marketing Summit
August 2010




 Rick Joubert
 Executive Chairman Yonder Media
 Founding Chairman MMA SA

    ...
• SA Council born November 2008
• Founder members:   14
• Current active member companies:   45

                         ...
•   Standards / validating existing MMA standards and adapting for local
    conditions where necessary
•   Measurement
- ...
Regulatory Framework
• Useful Current guidelines (not exhaustive)
-   WASPA code of conduct
-   DMASA Code of ethics
-   D...
EDUCATION AND TRAINING

 •   Project 1: Launch local Tier 1 Certified Mobile Marketer Programme in South Africa
        ...
NETWORKING AND PUBLICATIONS
     WORKSHOPS 2010
 •    Mobile Marketing Summits – Aug 2010
 •    Brands Talk Mobile – 16th ...
GUIDELINES AND STANDARDS
 Advertising formats reviewed and agreed
    1.SMS
    2.Mobile Web
    3.MMS
 Engaged with the f...
MEASUREMENT & RESEARCH




                                                             Operators
                        ...
Access: Population
          Population in SA with entertainment / communication
          technology in their household

...
Growth of unique cellular phone access in SA

        1999                             2009
        11% of SA adults had a...
Growth of unique cellular phone access in SA
          among the economically active population

           1999          ...
Penetration of cellular phone ownership in SA
          By LSM

          71% of the SA population has access to a cell ph...
Positioning Map of users of various media:
              Age and Income


                 39                             ...
Cell phone users
       Activities on their phone




Source: AMPS 2009B                 15
16
17
18
19
The media assets

•   Local publishers have come a long way
•   Mobile operators largest local media owners
•   Off-shore ...
The advertisers

• Very broad based today
• Dominance of Mobile Entertainment/Content sector has
  been broken….
• Other s...
Mobile Marketing

•   Mobile marketing = Mobile business
•   CRM: SMS, MMS, AMS, WAP, USSD = customer dialogue
•   Direct ...
Mobile Commerce

• Vouchers and coupons
• Mobile Wallets & virtual currencies
• Debit card – card not present

• Looking f...
Thank You
rick@yonder.co.za




                    24
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3rd Annual Mobile Marketing Summit.
High Level Intro

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Mobile marketing summit3_v11a

  1. 1. 3rd Mobile Marketing Summit August 2010 Rick Joubert Executive Chairman Yonder Media Founding Chairman MMA SA 1
  2. 2. • SA Council born November 2008 • Founder members: 14 • Current active member companies: 45 3
  3. 3. • Standards / validating existing MMA standards and adapting for local conditions where necessary • Measurement - Publisher landscape - Mobile inventory category volume - Brand / verticals investment - Local adoption of MMA/GSMA measurement project (Nielsen/M:Metrics) • Networking - breakfasts, half-day workshops, full-day conferences etc • Evangelism / PR
  4. 4. Regulatory Framework • Useful Current guidelines (not exhaustive) - WASPA code of conduct - DMASA Code of ethics - DMASA “DNC” database - ASA Guidelines - Electronic Communications & Transactions Act - Lotteries Act (competitions) • Future - Consumer Protection Act (Oct 2010) - Protection of personal information Bill 5
  5. 5. EDUCATION AND TRAINING • Project 1: Launch local Tier 1 Certified Mobile Marketer Programme in South Africa   Done • Project 2: Online Training for Mobile Marketers   A number of options identified, work in progress • Project 3: Internship Programme for Mobile Marketers   Setting up Learnership Agreement, via four party agreement between the intern, lead employer, host employer and the Service Seta  applying for a grant towards monthly income for interns for 6 months  In association with the DMASA Group Leader: Candice Goodman
  6. 6. NETWORKING AND PUBLICATIONS WORKSHOPS 2010 • Mobile Marketing Summits – Aug 2010 • Brands Talk Mobile – 16th Nov 2010 • Mobile Marketing Summit Kenya - 1st March 2011 • Brands Talk Mobile - April 2011 • Mobile Marketing Summit Nigeria - June 2011 PUBLICATIONS 2010 • Mobile Government Briefing • Mobile Marketing Guide Group Leader: Terry Murphy
  7. 7. GUIDELINES AND STANDARDS Advertising formats reviewed and agreed 1.SMS 2.Mobile Web 3.MMS Engaged with the following 1.WASPA 2.OPA (DMMA) 3.DMASA 4.ASA Next formats for review 1.Mobile TV and Video 2.Applications 3.USSD Group Leader: Brett StClair
  8. 8. MEASUREMENT & RESEARCH Operators Party SP MMA SA Scope Third Short Term • 2 x Yearly AMPS data extraction X Done - Mobile insight out of AMPS updated for AMPS2009B and circulated to members • Mandate Mobile Media Survey X X Evaluation Complete Funding Approach to be agreed Appointment August 2010 • Workshop Framework & Standards X In Progress Leveraging Global MMA Work to date 1st Draft – Q4-2010 Medium to Long Term • Industry alignment – SAARF, DMMA X X Work in Progress etc... • Operator based WAP and SMS/MMS X X X Started Gateway Solution Henry Stevens from GSMA met operators in March – Progress Slow Group Leader: Raymond Buckle 9 August 2010 9
  9. 9. Access: Population Population in SA with entertainment / communication technology in their household Figures in 000s Source: AMPS 2009 B 10
  10. 10. Growth of unique cellular phone access in SA 1999 2009 11% of SA adults had access to 71% of SA adults use a cellphone. (at least one) cellphone. Source: AMPS 2009 B
  11. 11. Growth of unique cellular phone access in SA among the economically active population 1999 2009 20% of SA working adults had access 83.9% of SA working adults use a to (at least one) cellphone. cellphone. Source: AMPS 2009 B
  12. 12. Penetration of cellular phone ownership in SA By LSM 71% of the SA population has access to a cell phone Source: AMPS 2009 B
  13. 13. Positioning Map of users of various media: Age and Income 39 MNet 38 37 Radio TV DSTV 36 Outdoor Newspaper 35 Average Age Cellphone 34 Magazine 33 32 Internet 31 30 29 Cinema 28 27 Average Monthly Household Income R7 500 R9 000 R10 000 R12 000 R14 000 R16 000 R19 000 R21 000 Source: AMPS 2009 B 14
  14. 14. Cell phone users Activities on their phone Source: AMPS 2009B 15
  15. 15. 16
  16. 16. 17
  17. 17. 18
  18. 18. 19
  19. 19. The media assets • Local publishers have come a long way • Mobile operators largest local media owners • Off-shore publsihers dominate the mobile web space • Still a highly fragmented environment but opportunities for marketers abound 20
  20. 20. The advertisers • Very broad based today • Dominance of Mobile Entertainment/Content sector has been broken…. • Other significant verticals are banking, insurance, retail • FMCG community has recognised the power of mobile integration (ATL & on-pack) but so far slow to discover mobile media • Who’s missing a trick? - Government at all levels - High inventory / value sectors e.g. Real Estate and Automotive sales channel - Many others! 21
  21. 21. Mobile Marketing • Mobile marketing = Mobile business • CRM: SMS, MMS, AMS, WAP, USSD = customer dialogue • Direct Marketing (Owned + Bought databases) • Mobile search, search marketing, SEO and ORM • Making traditional advertising clickable 22
  22. 22. Mobile Commerce • Vouchers and coupons • Mobile Wallets & virtual currencies • Debit card – card not present • Looking forward - Augmented reality - Shopping comparison - Real world loyalty / LBS 23
  23. 23. Thank You rick@yonder.co.za 24

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