Tim Bishop<br />@timprezence<br />@prezencedigital<br />
Tim Bishop<br />@timprezence<br />Prezence Digital - CTO<br />
Mobile’s the African channel    <br />You can’t argue with facts!<br />
More sim cards in SA than    <br />      the entire SA population!<br />45 million + handsets<br />Nearly 1.25 million han...
In Africa, more people have            access to cellphones...<br />than drinking water! <br />
South African household technology<br />* Source AMPS 20010<br />
June 2011 Total handset sales in SA<br />47%<br />17%<br />14%<br />13%<br />8%<br />OTHER<br />OTHER<br />OTHER<br />OTHE...
HANDSET MARKET – SOUTH AFRICA<br />SMART-PHONE<br />    11% (4.5 million)<br />Blackberry represents<br />Nearly half (+2m...
Mobile data usage... <br />are South Africans using it?<br />
South African Mobile (Data) Usage <br />               By the hour!   *Source - TNSGlobal<br />
13 million on mobile web<br />6 million on desktop web<br />*Admob / Nielsson<br />*DMMA<br />Only a 3 million cross-over<...
                   has spoken!<br />      ...the numbers say it all<br />
Mobile Search - rapid growth in SA <br />65% of all Google Searches are done from a mobile device during the weekend in So...
So who are these mobileweb (mobi)users in SA?<br />
South African Mobile Web users LSM<br />LSM 6  Black mid 20’s, Slight Male skew<br />* Source Admob July 2010<br />
Mobile is the most pervasivemedium - reach everyone!<br />
Touching the Masses – OPPORTUNITY!<br />Ussd AND sms<br />50 million people<br />STER KINEKOR<br />Select Options<br />1 –...
What exactly is a ‘Mobi’                   device actually defined as?<br />
6000+ of these....<br />A non-desktop device, that due to its size and context of use, needs to be treated differently<br />
The first considerations<br />(especially in Africa)   Speed and cost<br />
CONSIDERATIONSDATA COSTS<br />A Pay as You Go society in SAmeans your mobi site costs users VERY VISIBLE Rands and Cents<b...
Most men will tell you that...<br />Size, length and width isNOT important!<br />
When working with mobile <br />Size is very important!<br />
Unlike web: One size does not fit all!<br />If you build your mobi to cater for small phones...<br />Samsung E250  - 128 p...
One size does not fit all!<br />It is unusable on larger ones!<br />?<br />?<br />WTF!!!!I s that a car?<br />Blackberry 9...
One size does not fit all!<br />If you build for larger phones...<br />Blackberry 9000 - 480 pixels wide<br />
One size does not fit all!<br />It will be very difficult to use on the smaller ones!<br />Wow!I can see a cloud!<br />Sam...
One size does not fit all!<br />If you design for the average sized phone...<br />LG K360 - 240 pixels wide<br />
One size does not fit all!<br />It won’t be an ideal experience for anyone else!<br />
One very important thing<br />  that is always overlooked<br />
TOUCHThe rules change yet again...<br />Fingers are not matchsticks<br />So leave room!<br />
TOUCHWhat to give your users...<br />Menu space  clickable areas  large buttons  more links<br />SPACED OUT NAV<br />BIG I...
Mobi building is different<br />  It is not the same as web!<br />
Bliss! – Luxury of desktop PC design!<br />Lots of space, a few browsers and easy input controls<br />
S*%T - The problems of mobi design<br />No space, 6000 devices (more variants)crude input controls<br />
There are many challenges when building for mobile<br />
So many devices<br />So many screen sizes<br />So many browser types<br />So many file formats<br />So many device manufac...
Some real world examples<br />           Who is doing what?<br />
Real world examples<br />supersport.mobi<br />44kb<br />No images<br />8.6c<br />44kb<br />No images<br />8.6c<br />No dev...
Real world examples<br />mweb.mobi<br />101kb<br />20c<br />101kb<br />20c<br />No device resizing (HCA)<br />Only for lar...
Real world examples<br />24.mobi<br />25kb<br />4.9c<br />34kb<br />6.8c<br />Limited device resizing<br />No touch space<...
Real world examples<br />m.iol.co.za<br />19kb<br />3.7c<br />24kb<br />No images<br />4.7c<br />Device resizing<br />No t...
Real world examples<br />ewn.mobi<br />14kb<br />With images 2.7c<br />24kb<br />With images<br />4.7c<br />Device resizin...
Mobilising the masses...  We start with technology<br />
6000+ different devices =<br />HCAHandsetContent <br />Adaptation<br />6000 mobi sites<br />
Deliver perfect experiences      ...regardless of handset<br />
Multimedia VIDEO<br />The ideal experience<br />SK (2) We are encoding 20 variants per trailerfor perfect experience!<br /...
Streaming Video – Now on mobile!<br />Compelling, Emotive & straight to the point.A ‘moving’ picture paints 2000 words!<br />
So that’s some technology<br />           ...what else is there?<br />
Consideryour user...<br />everyone!<br />Always design for the lowest common denominator and enhance upwards for the most ...
CONTEXTis KING in mobilewhich determines content<br />
‘MOBILE’ also describes the user...<br />A MOBILE user’s circumstances and situation vary. Content becomes less relevant i...
21% males and 12% females     use their iPad on the loo!<br />
Mobile also describes the user: context<br /><ul><li> Browsing one handed (coffee)
 In a queue and wants to jump it
 On the loo with time to kill
 Lost and needing fast directions
 Needs traffic / weather info
 Product research and comparison
 Want to engage with your brand
 WANT TO SOCIALISE AND CHAT!</li></ul>  CONSIDER WHERE AND WHY!<br />
Mobi design = organising a tiny desk<br />Place the most important things close by and work outwards<br />
Hierarchy design  computicket.mobi<br />EVENT DETAIL<br />NEWS<br />MORE INFO<br />FAQS<br />CALL US<br />SSL CHECK<br />E...
UX: Make clicks meaningful              ...use Action Areas<br />
Where am I?I am sure I just clicked!<br />Build information  ‘above the fold’ to make sure the user knows where they are.....
User’s need FAST snacky info + Nav<br />Remember CONTEXT - Make it OBVIOUS AND EASY...<br />
Location locationlocation<br />Proximity brings relevance(Where I am and where my friends are is important)<br />
Location based brands – network + hardware<br />Mobile marketing can add more<br />relevance by using location as hooks. <...
Enhancing upwards...  unlock device capabilities<br />
SterKinekor.mobi - Seats for all phones!<br />Full seat select selection<br />With pinch and zoom<br />Directionalmapping<...
The importance of Profiling   Recognising your user!<br />(and doing something about it!)<br />
If you know what makes them tick...<br />You can personalise<br />and be RELEVANT<br />MSISDN + PROFILING<br />USSD<br />S...
Mobi is a brand touchpoint       It should look the part!<br />
Mobi should leave a great impression<br />When built properly, your mobi site will be a perfect brand ambassador<br />
So why are great brands            getting it so wrong?<br />
CocoPops did everything right....<br />except the mobisite!<br />Does this mobisite do a great brand   (targeting kids) ju...
Less is more on mobile? NO Deliver real functionality!<br />
Kulula does what? <br />Do they not sell flights and also help me manage the flights I have booked?<br />How much will I m...
Mobile for mobile sake Why bother?<br />Check-in process – That looks promising!<br />Paperless Ticket – to my mobile perh...
Facebook mobile... <br />Kulula style!!!<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />Call the call centre to<br />Upd...
(Social) power to the people!<br />   Giving the nation a voice<br />
Getting it right in Africa:That’s AYOBA<br />“Is the Tswana Derby better to watch than the Soweto derby these days?”<br />...
Power of social interaction: Stickiness<br />
The mobile web is not as       expensive as you think!<br />
Greater, richer interactive    experience for little cost<br />19kb with images =<br />3.7c per page<br />            V<br...
We need an Application??<br />In Africa – spend carefully!<br />
App v Mobi  - We are not the US!   <br />Don’t believe the hype... South Africa is very different!<br />Less important<br ...
Think of the SA market...only 200kmaxiPhones in SA!(40% active app users = 80,000 + 40,000 iPadsmax!)<br />
June 2011 Smartphone OS sales in SA<br />63% <br />25%<br />6%<br />4%<br />
Mass Market (penetration)<br />Nokia Ovi<br />Blackberry Android<br />iPhone<br />iPad<br />Windows Mobile<br />
Apps can help exposure...  Let the stores to the work!<br />
20 Million Nokia handsets in SA....<br />100+ Devices<br />
NOKIA Ovi – EntertainmentAfrica.com<br />355,000 downloads – July 2011<br />
20% apps used the next day<br />Only 5% are used by day 30!<br />Apps are like any product...Deliver value + engagement!<b...
Easy mobile management...   Use your cms platforms<br />
Computicket.com<br />Computicket.mobi<br />OVIstore<br />(in development)<br />Computicket.mobi R250k in 1 day BETA test!<...
Poor student to flush student..<br />     ...in 10 minutes!<br />Mystudentloan.standardbank.co.za<br />
Standard Bank – Student Achiever<br />
Seventeen.mobi<br /><ul><li>Mobile can be beautiful!
Fully integrated into Predator web publishing CMS system
Customised CMS modules to expand mobicapabilities
Phased approach to full deployment
User generated imagery
Competition management
UGC ENGINE</li></li></ul><li>EWN.mobi<br />Eye Witness News<br /><ul><li>Fully integrated into existing CMS system
Video management
Content feed aggregation
User generated feedback
Premium content integration
User comments engine
Multimedia downloads
SMS alert system</li></li></ul><li>EMI.co.za<br /><ul><li>Dual Web / Mobile deployment
Fully integrated into customised publishing CMS system
Multimedia management
Content feed aggregation
Buy-Now outbound links
Genre / label based search
Category sorting and listing
Competition management</li></li></ul><li>Sterkinekor.com<br />Sterkinekor.mobi<br />Single content upload..<br />Multiple ...
Do your customers have the   tools to engage with you?<br />
Mobilising the Masses...<br /> …cover all the bases USSD!<br />
USSD – Interactive Mobile enabler! 50m<br />You can provide useful interactive services to all 50m cellphones in SA <br />...
USSD can be bolted into existing web systems to provide a range of 2-way information services available to every phone type.
USSD can be used for anything  (but isn’t!):
2-way Content Delivery and Conversation
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MEA2011 - Mobilising Africa, what to use and when. Tim Bishop - Prezence Digital

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MOBILE - Taking your brand to the (African) masses
The growth of 'mobile' in SA and Africa is exploding and yet brands are struggling to find their way through the clutter of disinformation to properly take advantage of this 24/7 365 conversation enabler.

How to create perfect mobi and mobile coms platforms providing beautiful and rich brand experiences regardless of handset.

Context, relevance, cost and (limited) technology are critical factors – how to mobilise brands for the masses.

Choosing the right mobile technologies for 100% African penetration: Mobi, SMS, USSD and the 'Apps' debate.

Dispelling the myths - Mobile technology is here now and so are the customers, lets go!

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  • Click to call marketing is huge and accountable... Google are expanding it, and have recently added it to their content network. In South Africa, this translates into opportunities... ....MASSIVE ones! Currently mobile is cheap...
  • “Mobile first” – Eric Schmidt, Google CEOAfrica is engaged, 11 million in SAThe most personalised touchpointPrezence ‘Admob’ certification...
  • Click to call marketing is huge and accountable... Google are expanding it, and have recently added it to their content network. In South Africa, this translates into opportunities... ....MASSIVE ones! Currently mobile is cheap...
  • These are the different types of advertising formats in South Africa that are working – they each work for different targeted users – i.e. Interactive Video Units – only on smartfones – i.e. higher LSMs – but also higher conversion.
  • Mobile display is growing, but becoming more mainstream, the networks are less focussed on entertainment and ringtones / wallpapers etc, and more related to traditional sites that now have mobile properties. Finance, Travel and Retail categories now serve millions of mobile impressions.
  • For PULL MMS: Use different calls to action and keywords on different media to test media placement efficacy - i.e. Radio VS Print
  • MEA2011 - Mobilising Africa, what to use and when. Tim Bishop - Prezence Digital

    1. 1. Tim Bishop<br />@timprezence<br />@prezencedigital<br />
    2. 2. Tim Bishop<br />@timprezence<br />Prezence Digital - CTO<br />
    3. 3. Mobile’s the African channel <br />You can’t argue with facts!<br />
    4. 4. More sim cards in SA than <br /> the entire SA population!<br />45 million + handsets<br />Nearly 1.25 million handsets <br /> are sold every month in SA<br />
    5. 5. In Africa, more people have access to cellphones...<br />than drinking water! <br />
    6. 6. South African household technology<br />* Source AMPS 20010<br />
    7. 7. June 2011 Total handset sales in SA<br />47%<br />17%<br />14%<br />13%<br />8%<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />OTHER<br />Less than 1%<br />
    8. 8. HANDSET MARKET – SOUTH AFRICA<br />SMART-PHONE<br /> 11% (4.5 million)<br />Blackberry represents<br />Nearly half (+2m)<br />Samsung 29.9%<br />Nokia 39.8%<br />5m E250s!!!!<br />* Source Admob July 2010<br />
    9. 9. Mobile data usage... <br />are South Africans using it?<br />
    10. 10. South African Mobile (Data) Usage <br /> By the hour! *Source - TNSGlobal<br />
    11. 11. 13 million on mobile web<br />6 million on desktop web<br />*Admob / Nielsson<br />*DMMA<br />Only a 3 million cross-over<br />= 10 million new people!<br />
    12. 12. has spoken!<br /> ...the numbers say it all<br />
    13. 13. Mobile Search - rapid growth in SA <br />65% of all Google Searches are done from a mobile device during the weekend in South Africa!<br />mobile<br />25%<br />65%<br />mobile<br />desktop<br />desktop<br />
    14. 14. So who are these mobileweb (mobi)users in SA?<br />
    15. 15. South African Mobile Web users LSM<br />LSM 6 Black mid 20’s, Slight Male skew<br />* Source Admob July 2010<br />
    16. 16. Mobile is the most pervasivemedium - reach everyone!<br />
    17. 17. Touching the Masses – OPPORTUNITY!<br />Ussd AND sms<br />50 million people<br />STER KINEKOR<br />Select Options<br />1 – View Movies<br />2 – My Cinema<br />3 – Book Movie<br />4 – My profile<br />--------------------Reply<br />6 million people<br />13 million people<br />
    18. 18. What exactly is a ‘Mobi’ device actually defined as?<br />
    19. 19. 6000+ of these....<br />A non-desktop device, that due to its size and context of use, needs to be treated differently<br />
    20. 20. The first considerations<br />(especially in Africa) Speed and cost<br />
    21. 21. CONSIDERATIONSDATA COSTS<br />A Pay as You Go society in SAmeans your mobi site costs users VERY VISIBLE Rands and Cents<br />Only deliver the content they need or ask for!<br />R2.00 per Mb for most Pay as You Go customers<br />Lower rates are available for bundles or contract customers<br />
    22. 22. Most men will tell you that...<br />Size, length and width isNOT important!<br />
    23. 23. When working with mobile <br />Size is very important!<br />
    24. 24. Unlike web: One size does not fit all!<br />If you build your mobi to cater for small phones...<br />Samsung E250 - 128 pixels wide<br />
    25. 25. One size does not fit all!<br />It is unusable on larger ones!<br />?<br />?<br />WTF!!!!I s that a car?<br />Blackberry 9000 - 480 pixels wide<br />
    26. 26. One size does not fit all!<br />If you build for larger phones...<br />Blackberry 9000 - 480 pixels wide<br />
    27. 27. One size does not fit all!<br />It will be very difficult to use on the smaller ones!<br />Wow!I can see a cloud!<br />Samsung E250 - 128 pixels wide<br />
    28. 28. One size does not fit all!<br />If you design for the average sized phone...<br />LG K360 - 240 pixels wide<br />
    29. 29. One size does not fit all!<br />It won’t be an ideal experience for anyone else!<br />
    30. 30. One very important thing<br /> that is always overlooked<br />
    31. 31. TOUCHThe rules change yet again...<br />Fingers are not matchsticks<br />So leave room!<br />
    32. 32. TOUCHWhat to give your users...<br />Menu space clickable areas large buttons more links<br />SPACED OUT NAV<br />BIG INPUT AREA<br />FULL AREA CLICK<br />FULL AREA CLICK<br />ARTICLE SPACE<br />SPACED OUT NAV<br />FULL AREA CLICK<br />SECTION CLICK<br />LARGE <br />BUTTONS<br />CLICK<br />IMAGES<br />
    33. 33. Mobi building is different<br /> It is not the same as web!<br />
    34. 34. Bliss! – Luxury of desktop PC design!<br />Lots of space, a few browsers and easy input controls<br />
    35. 35. S*%T - The problems of mobi design<br />No space, 6000 devices (more variants)crude input controls<br />
    36. 36. There are many challenges when building for mobile<br />
    37. 37. So many devices<br />So many screen sizes<br />So many browser types<br />So many file formats<br />So many device manufacturers<br />So many connection speeds<br />So many platforms and op systemsTouch or cursor inputs...<br />So much to deal with before we even start considering the design!<br />
    38. 38. Some real world examples<br /> Who is doing what?<br />
    39. 39. Real world examples<br />supersport.mobi<br />44kb<br />No images<br />8.6c<br />44kb<br />No images<br />8.6c<br />No device resizing (HCA)<br />No touch provision<br />
    40. 40. Real world examples<br />mweb.mobi<br />101kb<br />20c<br />101kb<br />20c<br />No device resizing (HCA)<br />Only for larger phones<br />
    41. 41. Real world examples<br />24.mobi<br />25kb<br />4.9c<br />34kb<br />6.8c<br />Limited device resizing<br />No touch space<br />
    42. 42. Real world examples<br />m.iol.co.za<br />19kb<br />3.7c<br />24kb<br />No images<br />4.7c<br />Device resizing<br />No touch space<br />
    43. 43. Real world examples<br />ewn.mobi<br />14kb<br />With images 2.7c<br />24kb<br />With images<br />4.7c<br />Device resizing (Full HCA)<br />Touch provision<br />
    44. 44. Mobilising the masses... We start with technology<br />
    45. 45. 6000+ different devices =<br />HCAHandsetContent <br />Adaptation<br />6000 mobi sites<br />
    46. 46. Deliver perfect experiences ...regardless of handset<br />
    47. 47. Multimedia VIDEO<br />The ideal experience<br />SK (2) We are encoding 20 variants per trailerfor perfect experience!<br />Easy, small and low quality... NO!<br />
    48. 48. Streaming Video – Now on mobile!<br />Compelling, Emotive & straight to the point.A ‘moving’ picture paints 2000 words!<br />
    49. 49. So that’s some technology<br /> ...what else is there?<br />
    50. 50. Consideryour user...<br />everyone!<br />Always design for the lowest common denominator and enhance upwards for the most content hungry users<br />Consider those who have limited mobile experience - education<br />Consider those who have lower literacy capabilities - intuitive<br />Consider those who want the basic information – FAST - snack<br />Consider those who are experts and want everything - expand<br />
    51. 51. CONTEXTis KING in mobilewhich determines content<br />
    52. 52. ‘MOBILE’ also describes the user...<br />A MOBILE user’s circumstances and situation vary. Content becomes less relevant if we ignore the CONTEXT of the viewer!<br />
    53. 53. 21% males and 12% females use their iPad on the loo!<br />
    54. 54. Mobile also describes the user: context<br /><ul><li> Browsing one handed (coffee)
    55. 55. In a queue and wants to jump it
    56. 56. On the loo with time to kill
    57. 57. Lost and needing fast directions
    58. 58. Needs traffic / weather info
    59. 59. Product research and comparison
    60. 60. Want to engage with your brand
    61. 61. WANT TO SOCIALISE AND CHAT!</li></ul> CONSIDER WHERE AND WHY!<br />
    62. 62. Mobi design = organising a tiny desk<br />Place the most important things close by and work outwards<br />
    63. 63. Hierarchy design computicket.mobi<br />EVENT DETAIL<br />NEWS<br />MORE INFO<br />FAQS<br />CALL US<br />SSL CHECK<br />EVENT DETAIL<br />CONTACT US<br />STORE FINDER<br />TERMS+CONS<br />TRANSACTIONS<br />COMPETITIONS<br />BOOKING DETAIL<br />MULTIPLE PAGES<br />GEO MAPPING<br />MAIN CATEGORY<br />MULTIPLE FAQS<br />CLICK TO CALL<br />DISPLAY/ACCEPT<br />PHONE COMPAT?<br />FURTHER DETAIL<br />MULTIPLE ARTICLE<br />C/CARD LOOKUP<br />FORMS<br />MORE INFO<br />MAIN CATEGORY<br />70% OF <br />BOOKINGS<br />MAIN ACTIONAREA<br />LOGIN<br />ALL EVENTS<br />BUS/TRAVEL <br />ON STAGE<br />LIFESTYLE<br />MUSIC<br />SPORTS<br />TRAVEL OFFERS <br />BUS BOOKING <br />W/W/WHEN<br />OR REGISTER<br />W/WHERE/WHEN<br />HOME PAGE<br />W/WHERE/WHEN<br />W/WHERE/WHEN<br />W/WHERE/WHEN<br />W/WHERE/WHEN<br />FEAT. PACKAGES<br />AVAILABILITY<br />HIGHLIGHTED<br />MAIN ACTIONAREA<br />EVENTS<br />LESS IMPORTANT<br />LESS IMPORTANT<br />SEARCH ALL<br />EVENTS<br />
    64. 64. UX: Make clicks meaningful ...use Action Areas<br />
    65. 65. Where am I?I am sure I just clicked!<br />Build information ‘above the fold’ to make sure the user knows where they are... Show change to the user in ‘Action Areas’ (Visible Screen)<br />Top menus<br />No obvious change<br />Cursor Nightmare!<br />Each click shows a clear change on each page refresh<br />
    66. 66. User’s need FAST snacky info + Nav<br />Remember CONTEXT - Make it OBVIOUS AND EASY...<br />
    67. 67. Location locationlocation<br />Proximity brings relevance(Where I am and where my friends are is important)<br />
    68. 68. Location based brands – network + hardware<br />Mobile marketing can add more<br />relevance by using location as hooks. <br />Find and interact with friends while skiing!<br />Augmented reality<br />location SM apps<br />
    69. 69. Enhancing upwards... unlock device capabilities<br />
    70. 70. SterKinekor.mobi - Seats for all phones!<br />Full seat select selection<br />With pinch and zoom<br />Directionalmapping<br />Optimised Trailers<br />
    71. 71. The importance of Profiling Recognising your user!<br />(and doing something about it!)<br />
    72. 72. If you know what makes them tick...<br />You can personalise<br />and be RELEVANT<br />MSISDN + PROFILING<br />USSD<br />SMS<br />XXXXX MOBi:<br />Hi Subusiso<br />Select Options<br />1 – Register<br />2 – News Alerts<br />3 – Competitions<br />4 – Refer Friend--------------------Reply<br />Hi Subusiso<br />The latest XXXnewsletter is<br />Out! Click HERE or reply and you could win a R500 voucher<br />
    73. 73. Mobi is a brand touchpoint It should look the part!<br />
    74. 74. Mobi should leave a great impression<br />When built properly, your mobi site will be a perfect brand ambassador<br />
    75. 75. So why are great brands getting it so wrong?<br />
    76. 76. CocoPops did everything right....<br />except the mobisite!<br />Does this mobisite do a great brand (targeting kids) justice?WHY NOT?<br />Great engagement opportunity lost?<br />
    77. 77. Less is more on mobile? NO Deliver real functionality!<br />
    78. 78. Kulula does what? <br />Do they not sell flights and also help me manage the flights I have booked?<br />How much will I miss my flight by?<br />What flights could I be on if I could book?<br />WEATHER? I am mobile... LOOK UP!<br />
    79. 79. Mobile for mobile sake Why bother?<br />Check-in process – That looks promising!<br />Paperless Ticket – to my mobile perhaps?<br />Change my booking- I am late, that’s great!<br />I can’t do anything!<br />Click to call..<br />AT LEAST!<br />WHY?<br />
    80. 80. Facebook mobile... <br />Kulula style!!!<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />Call the call centre to<br />Update your status!!<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />CALL CALL CENTRE<br />Mobi is powerful... Give users what they need!<br />
    81. 81. (Social) power to the people!<br /> Giving the nation a voice<br />
    82. 82. Getting it right in Africa:That’s AYOBA<br />“Is the Tswana Derby better to watch than the Soweto derby these days?”<br />Context<br />Content<br />UGC<br />Voting polls<br />Commentary<br />Sticky Social<br />
    83. 83. Power of social interaction: Stickiness<br />
    84. 84. The mobile web is not as expensive as you think!<br />
    85. 85. Greater, richer interactive experience for little cost<br />19kb with images =<br />3.7c per page<br /> V<br />Sms your name to 33008 and win. Sms’s cost R1.50 <br />Equivalent cost experience on Mobi ?<br />40 mobi site pages!<br />
    86. 86. We need an Application??<br />In Africa – spend carefully!<br />
    87. 87. App v Mobi - We are not the US! <br />Don’t believe the hype... South Africa is very different!<br />Less important<br />US DATA – NOT SA DATA<br />
    88. 88. Think of the SA market...only 200kmaxiPhones in SA!(40% active app users = 80,000 + 40,000 iPadsmax!)<br />
    89. 89. June 2011 Smartphone OS sales in SA<br />63% <br />25%<br />6%<br />4%<br />
    90. 90. Mass Market (penetration)<br />Nokia Ovi<br />Blackberry Android<br />iPhone<br />iPad<br />Windows Mobile<br />
    91. 91. Apps can help exposure... Let the stores to the work!<br />
    92. 92. 20 Million Nokia handsets in SA....<br />100+ Devices<br />
    93. 93. NOKIA Ovi – EntertainmentAfrica.com<br />355,000 downloads – July 2011<br />
    94. 94. 20% apps used the next day<br />Only 5% are used by day 30!<br />Apps are like any product...Deliver value + engagement!<br />
    95. 95. Easy mobile management... Use your cms platforms<br />
    96. 96. Computicket.com<br />Computicket.mobi<br />OVIstore<br />(in development)<br />Computicket.mobi R250k in 1 day BETA test!<br />
    97. 97. Poor student to flush student..<br /> ...in 10 minutes!<br />Mystudentloan.standardbank.co.za<br />
    98. 98. Standard Bank – Student Achiever<br />
    99. 99. Seventeen.mobi<br /><ul><li>Mobile can be beautiful!
    100. 100. Fully integrated into Predator web publishing CMS system
    101. 101. Customised CMS modules to expand mobicapabilities
    102. 102. Phased approach to full deployment
    103. 103. User generated imagery
    104. 104. Competition management
    105. 105. UGC ENGINE</li></li></ul><li>EWN.mobi<br />Eye Witness News<br /><ul><li>Fully integrated into existing CMS system
    106. 106. Video management
    107. 107. Content feed aggregation
    108. 108. User generated feedback
    109. 109. Premium content integration
    110. 110. User comments engine
    111. 111. Multimedia downloads
    112. 112. SMS alert system</li></li></ul><li>EMI.co.za<br /><ul><li>Dual Web / Mobile deployment
    113. 113. Fully integrated into customised publishing CMS system
    114. 114. Multimedia management
    115. 115. Content feed aggregation
    116. 116. Buy-Now outbound links
    117. 117. Genre / label based search
    118. 118. Category sorting and listing
    119. 119. Competition management</li></li></ul><li>Sterkinekor.com<br />Sterkinekor.mobi<br />Single content upload..<br />Multiple automated deployments<br />
    120. 120. Do your customers have the tools to engage with you?<br />
    121. 121. Mobilising the Masses...<br /> …cover all the bases USSD!<br />
    122. 122. USSD – Interactive Mobile enabler! 50m<br />You can provide useful interactive services to all 50m cellphones in SA <br /><ul><li>South Africans are familiar with USSD as they use it extensively for cellphone banking and airtime voucher redemption and Please Call Me. *121#
    123. 123. USSD can be bolted into existing web systems to provide a range of 2-way information services available to every phone type.
    124. 124. USSD can be used for anything (but isn’t!):
    125. 125. 2-way Content Delivery and Conversation
    126. 126. CRM and profiling
    127. 127. Consumer Feedback
    128. 128. Transactions and Competitions
    129. 129. Product Information</li></ul>XXXXX MOBi:<br />Hi Subusiso<br />Select Options<br />1 – Register<br />2 – News Alerts<br />3 – Competitions<br />4 – Refer Friend--------------------Reply<br />USSD<br />
    130. 130. USSD Solution: Product Ranges...<br />The ideal approach<br />‘WE COVER YOU’ INSURANCE<br />In case you do something silly!<br />1 Motor<br />2 Business<br />3 Funeral<br />4 Specialist<br />5 Insurance For Women<br />6 Life <br />7 Guaranteed Investments<br />Reply? 3<br />*120*807*2# - <br />or dedicated USSD<br />Menu of ALL insurance products received via USSD through dedicated USSD string<br />
    131. 131. USSD Solution: Product Groupings<br />FUNERAL & DEATH INSURANCE<br />- Just in case you drop dead!!!<br />1. Funeral Insurance<br />2. Grocery Assistance Plan<br />3. Other Funeral Benefits<br />4. All Other Insurance<br />Reply? 1<br />FUNERAL INSURANCE<br /><ul><li> Let someone else dig your hole - not your family!</li></ul>1. CALL ME BACK<br />2. More About This Product<br />3. Other Funeral Insurance<br />4. All Other Insurance<br />Reply? 2<br />DIRECT USSD?<br />*120*807*2*3*1# or dedicated USSD<br />*120*807*2*3# <br /> or dedicated USSD<br />A hierarchy menu is displayed allowing the user to receive product information or ‘arrange a call me back’ service instantly with very little effort.<br />
    132. 132. If you have to be gimmicky<br /> …at least be cool with it!<br />X<br />
    133. 133. Who needs QR codes? –Photo recognition<br />Download the new ‘Huru’ (beta) app and hold close to screen...<br />
    134. 134. So you have great mobile...<br /> How to get it out there!<br />
    135. 135. Mobile Search =Big opportunities<br />Get found! <br />Mobi sites are prioritised in mobile search listings regardless of Google Adwords. Context is critical!<br />Mobile PPC Bids are currently half the cost of web based PPC!<br />Click to call <br />Google have woken up to mobile and offers a new form of accountable advertising to mobile publishers. <br />
    136. 136. Mobile Ad Networks– Ad Creation<br />Text Tagline Ads<br />Ad units displaying only text. Used by advertisers targeting older handsets . Effective but error prone. <br />Mobile Web Banner Ads <br />Colour graphics ad units that are intended for use in mass-market campaigns where the goal is a good user experience across all handsets. <br />Interactive Video – target handset <br />Highly targeted by handsets . These are highly engaging, but expensive and in South Africa your target audience is small. High conversion rate.<br />CREATIVE IS STILL AN ART!<br />
    137. 137. MOBILE targeted display advertising<br />Mobile marketing allows for highly targeted ads, by network provider, handset, handset operating system and preferred application store.<br />Creative ad formats such as the Shrek example above, click to calendar and transparent creative overlays achieve brand building on a highly personal device.<br />And let’s not forget that there isn’t one kind of mobile user. As mentioned earlier, there’s the busy executive checking for important messages in the taxi to a breakfast meeting or the tired dad relaxing with a glass of wine and an iPad late at night.<br />
    138. 138. Using enticing content...<br /> to keep them coming back!<br />
    139. 139. EntertainmentAfricawhite-label Mobi<br />Brands shown are for demonstration only<br />
    140. 140. The mobile armoury...<br />More tools and platforms!<br />
    141. 141. MOBILEMoney!<br />Digital Rand for Rand money enabling the unbanked to bank!<br />
    142. 142. SMS Communications – 50m<br />Engaging with your audience... BE RELEVANT and ADD VALUE<br />Push SMS(BULK) linking to Mobile<br />Alerts for customers with valuable hook <br />Reminders of offers and specialsTargeted (Profiled) adding value to the consumer<br />Initiate dialogue and interactions<br />Voucher and Coupon transmission<br />Promote Mobile and USSD mobile services<br />Pull SMS (iSMS) inbound sms functions<br />Get information and balances via smsCompetition entry and Loyalty Redeem / Request vouchers and coupons <br />Password and Transaction retrieval<br />Start interactive journey from traditional media<br />Hi Subusiso<br />The latest XXXnewsletter is<br />Out! Click HERE or reply and you could win a R500 voucher<br />SMS<br />
    143. 143. Interactive SMS - 2 way campaigns<br /><ul><li>Full 2-way interactive mobile coms system
    144. 144. Comprehensive campaign management
    145. 145. Dedicated and shared shortcodes available
    146. 146. Multi function keyword / rule based triggers
    147. 147. ‘Catch-all’ dynamic campaign functionality
    148. 148. Customisable and custom campaigns
    149. 149. Instant win and list management</li></li></ul><li>Airtime campaign – Albany Bread<br />SMS ALBANY and you unique on pack code to 33008 to stand a chance of winning Instant Airtime and entry into the main prize draw. <br />- Unique Code Validation functionality <br />- Random Instant Airtime win <br />- Mobi site to enter codes (to save smsing) - Winner picker for main prize draw.<br />CRM and DATA OPPORTUNITYBulk SMS - at the end of the campaign all entrants were sent an sms thanking them for their participation and asking them to OPT out from future communications if they wanted to. <br />250,000 Entries<br />150% Increase in bread sales<br />Setup and running cost = R25,000<br />
    150. 150. Tracking and rewarding...<br /> …all the way to the store!<br />
    151. 151. Coupons & Vouchers– REWARD!<br />Electronic tickets (or serials) requested by and delivered to a mobile phones that can be exchanged for a financial discount or reward instore.<br />Distributed via iSMS, iMMS, USSD and Bluetooth<br />Ideal for customer rewards and can be redeemed in-store (POS integration) or online<br />Coupons are used to: promote interaction and frequency, increase product awareness, trial new products , reward loyalty, event ticketing and providing Instant rewards for any brand activity.<br />Airtime + In-store redemption!<br />Hi Subisiso, thanks for your feedback. Have a Coke on us! Your unique voucher code is abc12xyz. You can redeem it at any of our stores.<br />
    152. 152. SMS to Screen – Event advertising<br /><ul><li>Combined Flash execution with the PrezenceI-SMS system creates an engaging platform for the big screen.
    153. 153. Enables direct user participation bringing large format campaigns to life!</li></li></ul><li>MMS Communications – impactful20m<br />MMS = audio, video and unlimited text characters<br />Push and Pull - out of and into the brand campaign<br />As well as campaign deployments allowing the viewing and uploading of pictures and video whilst browsing on the mobile...<br />MMS give the user the ability to send images and videos directly into the brand campaign sites from their phone. <br />It also allows brands to transmit more meaningful communication which can include video clips, product promotions and latest offers.<br />
    154. 154. Integration<br />THE Mobile social marketing platform<br />Over 25 million registered users with 20,000 new registrations per day. Wide targetable demographic.<br />Targeted, cost effective communication platform through broadcast messages or hosted portals, competitions and bots.<br />MXit campaigns <br />“MXit bots, brand and splash pages. Reaching your audience.”<br />
    155. 155. This scratches the surface... But in conclusion... for now!<br />
    156. 156. Mobile should be a great user and brand experience<br />and perform beautifullyregardless of the device<br />
    157. 157. You must focus on ‘context’ before considering content<br />Be relevant, the user is a normal human just like you<br />
    158. 158. This is a Mobi first country...<br /> Build out from there!<br />Mobi, Apps, SMS & USSD... <br />Play where customers play!<br />
    159. 159. MOBILISE don’t Miniaturise<br />Just making things smaller is not enough!<br />
    160. 160. Tim Bishop<br />@timprezence<br />Prezence Digital - CTO<br />Thank You!<br />
    161. 161. @timprezence<br />Tim Bishop<br />tim@prezence.co.za<br />@prezencedigital<br />

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