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Mobile Marketing UK & Africa 2010 snapsot

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Client friendly snapshot - Mobile Marketing. UK & more advanced African mobile markets

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Mobile Marketing UK & Africa 2010 snapsot

  1. 1. Mobile Market<br />Snap shot<br />UK & Africa<br />2009 – 2014 <br />HELLO<br />THIS IS<br />
  2. 2. Agenda<br /><ul><li>INTRODUCTION
  3. 3. LANDSCAPEUKAfrica – Focus on South Africa
  4. 4. OPPORTUNITIES
  5. 5. TECHNOLOGY ADOPTION
  6. 6. HIGHLIGHTS TAKEN FROM GLOBAL FORECAST 2009 – 2014</li></li></ul><li>Introduction<br />
  7. 7. What is Mobile Marketing<br />It covers a wide range of areas:<br />Response<br />Acquisition<br />CRM<br />Branding<br />Experiential<br />Commerce<br />& technologies:<br />SMS<br />MMS<br />Mobile Web<br />Mobile Search & Advertising<br />Apps: games & utilities<br />QR, Bluetooth, Contactless & <br />much more….<br />& can help <br />Generate high response rates<br />Offer immediate CTA<br />Uplift sales<br />Better brand awareness<br />Improve customer relationships<br />Change consumer behaviour<br />
  8. 8. Some things change<br />
  9. 9. Some things don’t<br />Brands are still developing products <br />in the same silos year on year<br />
  10. 10. Branches<br />Call Centres<br />Own-brand web sites<br />TV Advertising<br />Direct Mail<br />Outbound calling <br />
  11. 11. Customers are elsewhere<br />Social Networks<br />Mobile Web<br />Widgets<br />Games<br />Mates<br />Email<br />Apps<br />SMS<br />Viral<br />IM<br />
  12. 12. The mobile user<br />Innovative – new handsets<br /> Immediate – sms/mms<br />Trust- providers<br />Relevance - Information <br />Personal<br />
  13. 13. UK <br />Landscape<br />HELLO<br />THIS IS<br />
  14. 14. Mobile is becoming central in <br />social media<br /><ul><li>120 million mobile subscribers in the UK in 2010</li></ul>informa global mobile forecasts<br /><ul><li>Mobile users twice as activeas non-mobile
  15. 15. 50% of UK status updates on Facebook are made from mobile
  16. 16. Twitter saw 62% increase in mobile app use </li></li></ul><li>SMS & MMS are still the heart of mobile <br />marketing <br /><ul><li>Mobile messaging use is still rising
  17. 17. Response mechanism across media channels
  18. 18. Essential CRM tool
  19. 19. Read rate in excess of 90%
  20. 20. Accessible to everyone. No data needed</li></li></ul><li>Mass Market <br />Smart phone adopters<br />
  21. 21. Mobile Advertising<br />
  22. 22. Focus on smart phones<br />Visual Search <br />Google Googles<br />
  23. 23. Mobile Commerce<br />
  24. 24. Location Based Community<br />
  25. 25. Results<br />Dominos UK credited 29% pre-tax profit due social media & Foursquare particularly Marketing magazine 2010<br />Facebook is developing a campaign with McDonalds to provide check in offers to the burger joint’s visitors. With 100 million of Facebook’s users accessing the social media site through their mobile, the potential of this kind of offer looks massive<br />
  26. 26. Forward thinking<br />Facebook is developing a campaign with McDonalds to provide check in offers to the burger joint’s visitors. <br />With 100 million of Facebook’s users accessing the social media site through their mobile, the potential of this kind of offer looks massive.<br />McDonalds are looking to develop a local page.<br />
  27. 27. Focus on mass market<br />SMS & MMS Couponing <br />Starbucks and L’Oreal have teamed up with O2 and Placecast (a location services platform) to test location- based messaging in the UK. These two brands are the first to be signed by 02 media for a 6 month trial period.<br />DMA Mobile Nov 2010<br />
  28. 28. African<br />Landscape<br />
  29. 29. 3 years ago<br />there were no smart phones<br />but <br />280.7 million mobile subscribers in Africa<br />
  30. 30. 2010<br />42.7 million smart phones<br />&<br />574 million mobile subscribers<br />in Africa<br />
  31. 31.
  32. 32. By Market<br /><ul><li>Nigeria, Africa’s most populous country and its largest mobile market, with 105.8 million subs in 2010</li></ul> - 1.5 million are post-paid<br /><ul><li>South Africa had 57.1 million total subs in 2010</li></ul> - 10.1 million are post paid<br /><ul><li>Uganda had 17.5 million subs in 2010 - 0.6 million post paid</li></li></ul><li>Economic Triggers for growth<br /><ul><li>Every year 20MM mobiles are upgraded in the UK alone
  33. 33. Mazuma mobile collects & reuses these phones in China, Pakistan & Africa
  34. 34. Mazuma mobile re-homes an average of 150k second hand phones a month</li></li></ul><li>SMS Campaign / Brand Engagement<br />
  35. 35. Brand Awareness / Direct Response<br />Automated Voice<br />
  36. 36.
  37. 37. Distimo 2010<br />
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42. Opportunities<br />
  43. 43. 50% of Africans have cell phones – more than double who have access to bank accounts.<br />M- Pesa started allows money transfer p2p with no bank account<br />Social networks & micro payment providers are merging<br />
  44. 44. Connecting Globally<br />
  45. 45. Technology<br />Adoption<br />
  46. 46. 2007<br />Automated Voice<br />SMS Brand engagement<br />
  47. 47. 2010<br />Mobile Web<br />Mobile Social Networks<br />
  48. 48. Forecast<br />2009 - 2014<br />
  49. 49. Africa, mobile voice and data revenues, 2009-2014<br />
  50. 50. South Africa’s mobile data market, the biggest on the continent, will more<br />than double in size US$1.45 billion in 2009 to US$3.41 billion in 2014. <br />
  51. 51. However, the mobile data markets of both Nigeria and Egypt will triple – Nigeria’s mobile data market will grow from US $423 million in 2009 to US$1.28 billion in 2014, 2014. <br />
  52. 52. Uganda’s mobile data market is much smaller but it is forecast to expand at a tremendous rate, growing more than fivefold from US $34 million in 2009 to US$195 million in 2014<br />
  53. 53. Mobile technologies market shares, 2009 vs2014<br />
  54. 54. Sources<br />Rudy de Waele @ dotopen<br />http://www.mazumamobile.com/index.php<br />http://mashable.com/2010/07/19/mobile-africa/<br />http://dmamobile.wordpress.com/<br />Saatchi & Saatchi Play<br />http://www.informatm.com/itmgcontent/icoms<br />Thank You<br />

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