Key Components Of Mobile Campaigns


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Key Components Of Mobile Campaigns

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  • 2.6 Billion have one phone and of that 700 million have more than one. Mobile outnumbers Fixed lines 2.5 to 1. Europe, 25% of homes have abandoned fixed for mobile. Finland is more than 50% and the US, 10%. Service revenues in 2007 - $720 B Handset Sales – $100 B
  • Mobile encompasses all interactions on your mobile device, Messaging Connecting to and using Mobile Internet Downloading Applications Using Social Networking tools such as Chat User Generated Content Location Based Services and GPS Oh – and making phone calls is also commonly known as mobile too…
  • Almost 60% of the people in SA who access the internet do it from their mobile phones – Market Intelligence Brand Report 2008.
  • SA Internet user base increased by 12.5% in 2008, to 4.5 million users and expected around 6.5 million for 2009. Further 13.3% growth expected in 2009. Strong Growth forecasts expect market to grow to 8.4 million users in 2013.
  • growing at double the global rate. so Mobile Web growth is 180% since Jan 60% penetration by 2012
  • IVR was the first content service for mobile started in the late 90’s. Pretty much information services where users would phone and listen to the prompts and listen to content. IVR dating also very popular. Quite advanced today due to technologies such as VoiceXML, good Text2Speech and Voice recognition software – still a long way away. Premium and standard rate IVR available. iTouch launched FunkyFone – Top content download service with millions of minutes spent per month on the line
  • Explain the payout from the network and also explain the different price bands Can get voice data or command prompt data
  • Explain the payout from the network and also explain the different price bands
  • There is BulkMMS and Two-Way MMS but two-way is very clunky and networks do not support it properly. MMS Shortcodes are similar to SMS shortcodes but the networks have had and still have difficulties in making these work properly.
  • USSD is a very simple text exchange service displaying a menu structure on the phone and allowing users to interact with the menu. Billing is time based – around 20c per 20 seconds
  • Initially WML in the beginning for very old handsets – very strict, very difficult to get right, limited by data and handsets. Now we use XHTML which is similar to web technologies and getting more and more similar in functionality, the next generation of handsets will allow Flash and scripting to make the sites a lot more dynamic and creative. What this all basically means is that we can create a simple internet site which is available on a mobile device – Generally you need to optimise the images and flow of the site for mobile because of a lot of handset restrictions –To give you an example, the three main handset resolutions we design mobile sites for are 240, 176 and 128 pixel width screens – this caters for probably 90% of the South African market. Why this is so effective is that you can now offer your online content to at least ten times the mobile audience, as long as you do it right.
  • In addition to these communication channels/bearers which create these vast technology opportunities, what about the handsets that are popular in the market, what can they do? There are built in technologies that provide additional mobile media opportunities and these rest on deck on the actual handsets and devices that we use. These technologies are called “Applications” and are written specifically for the devices on which they run to perform various functions. MXit was one such application that has had phenomenal results with over 11 million users. The two applications we show there are Tetra Lift, a tetris game to promote the new Puma Lift Shoe and the Ukhozi FM mobile social networking radio station site
  • The new rage handsets and devices have features like touch screens, proprietary download application formats, mobile application stores and constantly evolving operating systems that can be updated over the net which makes for much more robust devices. There are not many of these high-end phones in circulation in SA but they are on the increase.
  • The applications market has really taken off in the social networking and mobile media worlds due to web containers/platforms such as facebook and opensocial revolutionising the way they create their services – They created open standards that developers could use to create and market their own applications to the platform’s userbase, thus utilising the platforms users to push out their own applications. This has also been done by the likes of apple and google who have created their handsets with open standards so developers can create applications that interact with the phone on deck and thus allow users to do virtually anything an application developer can create. Developers get to market quicker and easier iPhone – September launch 1million 1 st weekend The iPhone Apple App store hit 1 BILLION downloads with 65,000 applications last month.
  • Creating and “mobilising” content that users want is the key to a successful mobile campaign, once the content is established one must identify the communication channels that will best convey and allow users to consume the content. Understanding your market is critical in that you can’t market services to 1% of the mobile market and expect millions of responses – based on your objectives, set realistic goals within that market to be achieved. Keep it Simple Stupid - If you want to simply test the water, run simple text campaigns within the target market segment to gather how much interest there is in your content.
  • So with all of these technologies being available through all these different communication channels and applications, what can we do with it all? Info at fingertips – Users can access any information virtually anywhere, anytime – they can subscribe for alerts, access their share portfolios, read the news, get their results, etc, pay for airtime and travel and electricity. Running cross bearer campaigns to build a database across the different channels and tie together the profile of a user in a database. This can be done by running a sequence of mobile campaigns requesting specific information across different brands and interaction points such as magazine readership and, over time, build up a profile of the user that defines their brand loyalty.
  • IM has over 500 million users worldwide “ We need to belong to tribes, whether through shared interests, family bonds, religious beliefs, or supporting the same team. It feeds our sense of who we are – it makes us human. Stories are what grow up around the tribes. Technology just opens up wider groups of people who share our interests – the tribes become bigger, and better informed.” Users are joining various social networks depending on their interests – niche, relevant, local social networks are going to become the most powerful and useful tools.
  • During the course of 2008, Fontera and Soccer Laduma teamed up to create the soccer laduma mobile site which would offer additional content supporting their paper which will allow readers to access daily updates and information while waiting for the next paper to be published.
  • Court Ruling on SMS Competitions 22 Channels 31,000 subscribers
  • Twitter allows the dissemination of information faster than any other news channel. Users can create and distribute through networked conversation without relying on a broadcaster 30% of teenagers regularly upload content Ringtones and other content 2006 $25B internet, $31B mobile 2007 will be $45B mobile Music – 8.8B (5B Tones) and Social Networking - 5B Essentials Porn and Gambling
  • Google Internet Silicon Valley The reason free is now a viable business model is because of the advertising opportunities that lie in these mobile sites.
  • Key Components Of Mobile Campaigns

    1. 1. Key Components of Mobile Campaigns Grant Fleming COO Fontera International
    2. 2. Index <ul><li>Mobile Media Market </li></ul><ul><ul><li>Global </li></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><li>Africa </li></ul></ul><ul><li>Mobile Technology </li></ul><ul><ul><li>Technology Components </li></ul></ul><ul><ul><li>Handsets and Devices </li></ul></ul><ul><li>Applications, Products and Services </li></ul><ul><ul><li>Bringing it all together </li></ul></ul><ul><ul><li>Case Example – Soccer Laduma </li></ul></ul>
    3. 3. Half the World has a Phone? <ul><li>3.3+ Billion mobile users around the world at the beginning of 2008. </li></ul><ul><li>80% GSM </li></ul><ul><li>59 countries already have over 100% penetration </li></ul><ul><li>1.3 billion fixed lines </li></ul><ul><li>$1 Trillion industry by 2008 </li></ul>
    4. 4. What is Mobile?
    5. 5. Mobile vs. Internet
    6. 6. Mobile Stats - Fontera <ul><li>50 million subs, VC 58%, MTN 33%, Cell C 9% (68% Actual Users) </li></ul><ul><li>81% Penetration rising to 98% in 2012 </li></ul><ul><ul><li>56% People penetration rising to 70% in 2012 </li></ul></ul><ul><li>Multiple Devices – Data cards, payphones, telemetry, illegal immigrants. </li></ul>
    7. 7. Mobile Stats - Fontera
    8. 8. Africa – The next big growth market for Mobile Mobile phone industry is playing catch up PC penetration is low and initial costs high
    9. 9. Technology Components- IVR <ul><li>Interactive Voice Response - IVR </li></ul><ul><ul><li>Late 90’s, 1 st content service for mobile </li></ul></ul><ul><ul><li>Press 1 to do A, Press 2 to do B, etc </li></ul></ul><ul><ul><li>iTouch launched FunkyFone – Top content download service </li></ul></ul><ul><ul><li>Dateline, Idols, CellC </li></ul></ul><ul><ul><li>VoiceXML and Voice recognition, Text 2 Speech </li></ul></ul><ul><li>Outbound IVR </li></ul><ul><ul><li>Dial out to user or to voicemail </li></ul></ul>
    10. 10. Technology Components - IVR <ul><li>Business Models </li></ul><ul><ul><li>Standard rate </li></ul></ul><ul><ul><li>Premium rate </li></ul></ul><ul><li>User Information </li></ul><ul><ul><li>Mobile Number and Network </li></ul></ul><ul><ul><li>Date and time </li></ul></ul><ul><ul><li>Voice data – admin nightmare </li></ul></ul><ul><ul><li>Basic Q&A command prompt data </li></ul></ul>
    11. 11. Technology Components - IVR <ul><li>Pros </li></ul><ul><ul><li>Instant connection to system/brand </li></ul></ul><ul><ul><li>Voice prompts and voice content </li></ul></ul><ul><ul><li>Revenue payout for standard & premium services </li></ul></ul><ul><ul><li>Wide adoption of IVR </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Slow and difficult to navigate </li></ul></ul><ul><ul><li>Costly for the user </li></ul></ul>
    12. 12. Technology Components - SMS <ul><li>Short Message Service - SMS </li></ul><ul><ul><li>most used data app on planet, as addictive as cigarettes. </li></ul></ul><ul><ul><li>2.6 messages per day by each user worldwide. </li></ul></ul><ul><li>BulkSMS and Two-Way SMS </li></ul><ul><li>SMS Shortcodes (35050) </li></ul><ul><li>Premium SMS & Online Billing Systems </li></ul><ul><li>, </li></ul>
    13. 13. Technology Components - SMS <ul><li>Business Models </li></ul><ul><ul><li>Revenue payout </li></ul></ul><ul><ul><li>Premium rate incoming – Mobile Originate (MO) </li></ul></ul><ul><ul><li>Premium rate outgoing – Mobile Terminate (MT) </li></ul></ul><ul><ul><li>Subscription </li></ul></ul><ul><li>User Information </li></ul><ul><ul><li>Mobile Number and Network </li></ul></ul><ul><ul><li>Date and time </li></ul></ul><ul><ul><li>Message data </li></ul></ul>
    14. 14. Technology Components - SMS <ul><li>Pros </li></ul><ul><ul><li>Instant response </li></ul></ul><ul><ul><li>Cost effective </li></ul></ul><ul><ul><li>Easy to market with shortcode </li></ul></ul><ul><ul><li>Revenue payout for premium services </li></ul></ul><ul><ul><li>Wide adoption of SMS </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>160 character limit </li></ul></ul><ul><ul><li>Text only </li></ul></ul>
    15. 15. Technology Components - MMS <ul><li>Multi-Media Message – MMS </li></ul><ul><ul><li>Send text, images, audio and video </li></ul></ul><ul><li>BulkMMS and Two-Way MMS </li></ul><ul><li>MMS Shortcodes </li></ul><ul><li>MMS Lite </li></ul><ul><li>Premium MMS - Online Billing System </li></ul>
    16. 16. Technology Components - MMS <ul><li>Business Models </li></ul><ul><ul><li>Revenue payout </li></ul></ul><ul><ul><li>Premium rate incoming </li></ul></ul><ul><ul><li>Premium rate outgoing through MT billing </li></ul></ul><ul><ul><li>Subscription </li></ul></ul><ul><li>User Information </li></ul><ul><ul><li>Mobile Number and Network </li></ul></ul><ul><ul><li>Date and time </li></ul></ul><ul><ul><li>Message data including image, audio, video and text </li></ul></ul>
    17. 17. Technology Components - MMS <ul><li>Pros </li></ul><ul><ul><li>Instant response </li></ul></ul><ul><ul><li>Video, audio, image and text </li></ul></ul><ul><ul><li>Revenue payout for premium services </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Handset limitation – 50% </li></ul></ul><ul><ul><li>Costly – 4x more than standard SMS </li></ul></ul><ul><ul><li>Data limitation </li></ul></ul>
    18. 18. Technology Components - USSD <ul><li>Unstructured Supplementary Service Data - USSD </li></ul><ul><ul><li>Please Call Me – millions sent every day </li></ul></ul><ul><ul><li>Menu structure driven </li></ul></ul><ul><ul><li>Time based billing </li></ul></ul>
    19. 19. Technology Components - USSD <ul><li>Business Models </li></ul><ul><ul><li>Driver for premium charges on OBS </li></ul></ul><ul><ul><li>Premium USSD, although not fully operational </li></ul></ul><ul><li>User Information </li></ul><ul><ul><li>Mobile Number and Network </li></ul></ul><ul><ul><li>Date and time </li></ul></ul><ul><ul><li>Menu interaction data </li></ul></ul>
    20. 20. Technology Components - USSD <ul><li>Pros </li></ul><ul><ul><li>Instant response </li></ul></ul><ul><ul><li>Cheap – 20c per 20 seconds </li></ul></ul><ul><ul><li>Driver for premium services </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Navigation confusing to users </li></ul></ul><ul><ul><li>Network dependant </li></ul></ul>
    21. 21. Technology Components - WAP <ul><li>Mobile Websites </li></ul><ul><ul><li>Wireless Application Protocol – WAP </li></ul></ul><ul><ul><li>GPRS, 3G, XHTML and other acronyms </li></ul></ul><ul><ul><li>This is where everyone is going </li></ul></ul><ul><ul><li>Brands, News, Mobile Content, Marketing </li></ul></ul><ul><ul><li>Most bearers will push users to mobile sites </li></ul></ul><ul><ul><li>Device Detection </li></ul></ul>
    22. 22. Technology Components - WAP
    23. 23. Technology Components - WAP <ul><li>Business Models </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Premium MT billing for content </li></ul></ul><ul><ul><li>Subscription services </li></ul></ul><ul><ul><li>Credit Card, Debit Card, Direct Banking </li></ul></ul><ul><ul><li>Cell Number Harvesting </li></ul></ul><ul><li>User Information </li></ul><ul><ul><li>Mobile number from WAP </li></ul></ul><ul><ul><li>Mobile device detection </li></ul></ul><ul><ul><li>Anything you ask the user for </li></ul></ul>
    24. 24. Technology Components - WAP <ul><li>Pros </li></ul><ul><ul><li>Accessible mostly anywhere on even slowest bearer (WAP) </li></ul></ul><ul><ul><li>Relatively media rich </li></ul></ul><ul><ul><li>Relatively Inexpensive </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>WAP enabled </li></ul></ul>
    25. 25. Technology Components - Other <ul><li>Location Based Service – LBS </li></ul><ul><ul><li>Base station triangulation </li></ul></ul><ul><ul><li>The Grid </li></ul></ul><ul><ul><li>Talk4U </li></ul></ul><ul><li>Streaming Audio and Video </li></ul><ul><li>Mobile TV </li></ul>
    26. 26. Handsets and Devices <ul><li>Nokia, Samsung, etc </li></ul><ul><ul><li>Applications – J2ME </li></ul></ul><ul><li>Blackberry </li></ul><ul><ul><li>Applications – J2ME </li></ul></ul>
    27. 27. Handsets and Devices <ul><li>iPhone </li></ul><ul><ul><li>App Store </li></ul></ul><ul><li>gPhone </li></ul><ul><ul><li>Google Android </li></ul></ul>
    28. 28. Applications <ul><li>New Buzzword for Web and Mobile </li></ul><ul><li>Web Containers/Platforms </li></ul><ul><ul><li>Facebook Platform and OpenSocial </li></ul></ul><ul><li>Mobile Platforms and Operating Systems </li></ul><ul><li>Apple Application Store </li></ul>
    29. 29. Creating the Ideal Campaign? <ul><li>Content is key </li></ul><ul><li>Understand your objectives </li></ul><ul><li>Understand your market, set goals accordingly </li></ul><ul><li>Apply the relevant technology components for cost </li></ul><ul><li>Create an appropriate business model </li></ul><ul><li>Market across all media, funnel to Mobile Web </li></ul><ul><ul><li>Radio, Print, TV, Outdoor, etc </li></ul></ul><ul><li>Worried? KISS! Test the water with Text&Voice </li></ul>
    30. 30. What can we do? <ul><li>Information at your fingertips </li></ul><ul><li>Payments for daily charges and accounts </li></ul><ul><li>Sales Leads </li></ul><ul><li>Pay for travel, purchase airtime, elec, etc </li></ul><ul><li>Immediate dissemination of mass directed info </li></ul><ul><li>Database building through CRM campaigns </li></ul>
    31. 31. What can we do? <ul><li>Chat </li></ul><ul><ul><li>P2P </li></ul></ul><ul><ul><li>Group Chat </li></ul></ul><ul><ul><li>IM </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Mobimii </li></ul></ul><ul><ul><li> </li></ul></ul>
    32. 32. Case Example – Soccer Laduma <ul><li>Largest sports publication in SA </li></ul><ul><li>Weekly publication ~ 2 million readership </li></ul><ul><li>No mobile or internet presence before May 2008 </li></ul><ul><li>June 2008 launched mobile site </li></ul><ul><li>July 2009 – Largest mobile site in SA </li></ul>
    33. 33. Case Example – Soccer Laduma <ul><li>Content & Market– 2 million hungry readers </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Go Mobile Web </li></ul></ul><ul><ul><li>Mobile Content </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Paper </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Mobile Web </li></ul></ul>
    34. 34. Case Example – Soccer Laduma <ul><li>Mobile Technology Components </li></ul><ul><ul><li>Mobile Site, WAP, XHTML </li></ul></ul><ul><ul><li>Premium SMS for WAP link </li></ul></ul><ul><ul><li>Premium SMS for Ringtones and Graphics </li></ul></ul><ul><ul><li>Mobile Alerts (Live Scores, Breaking News) </li></ul></ul><ul><ul><li>Mobile Social Networking – Ayoba </li></ul></ul><ul><ul><li>Mobile Advertising – Ad Mob, Stamrood Connect and Fontera Ad Server </li></ul></ul><ul><li>Business Models </li></ul><ul><ul><li>Mobile Advertising </li></ul></ul><ul><ul><li>Premium SMS Content Sales </li></ul></ul><ul><ul><li>Database CRM </li></ul></ul>
    35. 35. What’s Next? <ul><li>Growth of a killer app or market is always driven by cost first. </li></ul><ul><li>SA SMS Competitions </li></ul><ul><li>3G Video Streaming, Live video as per YouTube. </li></ul><ul><li>Contract - Unlimited packages </li></ul><ul><li>Prepaid – Data packages </li></ul><ul><li>Mobile Email </li></ul><ul><ul><li>Touch Screen phones from all manufacturers </li></ul></ul><ul><ul><li>Mobile TV </li></ul></ul>
    36. 36. UGC - We are what we share <ul><li>The audience have BECOME the media channel </li></ul><ul><li>Brands will have to become part of the conversation </li></ul><ul><li>Does Premium Content still have a place? </li></ul>
    37. 37. Everything’s Free <ul><li>Content is just information, and today almost all information is free. </li></ul><ul><li>Media is no longer scarce, its now attention that is valuable. </li></ul><ul><li>Free is now a viable business model. </li></ul>
    38. 38. Thank you Fontera International London, Cape Town, Atlanta Mail: [email_address] Twitter: @sirgrantfleming