Brainstormv3 Pdf


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Presentation at Tony Koenderman's Brainstorm Conference 2009 - Theme: "Catch a wake up"

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Brainstormv3 Pdf

  1. 1. Catch a wake up Tony Koenderman’s Brainstorm JHB, 11 November 2009 Get Mobile! Rick Joubert
  2. 2. Mobile is going to be the next big internet phenomenon. It holds the key to greater access for everyone – with all the benefits that entails.” Eric Schmidt, CEO, Google
  3. 3. 30 September 2009, UK
  4. 4. US Internet ad spend
  5. 5. UK ad spend At the end of its third year of full commercial adoption in the UK (2000), online ad spend amounted to £153M That was 0.9% of UK ad spend
  6. 6. In developing markets mobile is the FIRST screen (and often the only screen)
  7. 7. Mobile Media Adoption Curve Penetration (%) Time
  8. 8. The Long Tail Spend (R) Large Advertisers
  9. 9. Snap shot of Grid logged-in users
  10. 10. The mobile phone is the most ubiquitous consumer technology on earth #2 = FM Radio (3.9 Billion)
  11. 11. Business model / process impacts 1. Financial services 2. Music / Gaming 3. Photographic Industry 4. Navigation industry 5. Time piece industry 6. Hardware vendors 7. Software vendors 8. Pure play internet brands Coming soon 1. Government 2. Publishing
  12. 12. “reach is a problem” {say what??!!}
  13. 13. Access: Population Population in SA with entertainment / communication technology in their household AMPS
  14. 14. Growth of unique mobile phone access in SA 1999 2009 11% of SA adults had access to 70% of SA adults use a mobile phone. (at least one) mobile phone. Source: AMPS
  15. 15. Growth of unique mobile phone access in SA among the economically active population 1999 2009 20% of SA working adults had access 82.5% of SA working adults use a mobile to (at least one) mobile phone. phone. Source: AMPS
  16. 16. Penetration of mobile phone ownership in SA By expanded LSM 70% of the SA population has access to a mobile phone. Source: AMPS 2009 A
  17. 17. Positioning map of users of various media Age and Income Source: AMPS 2009 A
  18. 18. Positioning map of users of various media Reach and LSM (LSMs 1 – 14) Source: AMPS 2009 A
  19. 19. In South Africa today.. There are almost twice as many There are more than four times as many mobile phones as there are TV sets. households with a mobile phone than computer. 44% of e-mails are sent and SMS text messaging is used by almost received from a mobile phone. four times more people than e-mail. There are 5.3 times more homes with There are almost six times more mobile mobile phones than landline telephones. phone subscribers than Internet users. Source: AMPS 2009 A
  20. 20. PC Web users, RSA 4.5M – 7.7M unique PC Web users* •Internet World Statistics, June 2009 •AMPS •OPA/Nielsen
  21. 21. Mobile Web, RSA 10.1M – 10.6M unique mobile web users* •Strategy Analytics •Rick Joubert
  22. 22. “Mobile Web” definition tiers* Tier 1 The WAP Internet Tier 2 The mobile application Internet Tier 3 Web browsing on phone * Goldstuck/Joubert
  23. 23. “Internet” access channels PC Web SMS Smartphone access to PC Web USSD Mobile applications Voice Mobile Web (WAP)
  24. 24. Which South Africa?
  25. 25. “Internet” access channels PC Web SMS Smartphone access to PC Web USSD Mobile applications Voice Mobile Web (WAP)
  26. 26. Which South Africa?
  27. 27. Mass market mobile integration
  28. 28. The consumer will press 1 for more information and receive an SMS back with a link to the SA Unite portal.
  29. 29. Income Tiers
  30. 30. Income Tiers
  31. 31. Income Tiers
  32. 32. Income Tiers
  33. 33. Income Tiers
  34. 34. 7th Mass Medium Print Recording Cinema Radio TV Internet Mobile
  35. 35. Mobile as a medium* 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
  36. 36. Hero, lead or support? • Media Display advertising • Direct Marketing Push messaging, lead generation • Integrated Marketing Interactive response channel for other media • Community Building and CRM
  37. 37. “the new media revenue model is a problem for agencies” {i.e. “we don’t make enough money..”}
  38. 38. (Ad)R500 000 Life (Advert) For (Advert)For low Cover for around insurance that saves low car insurance R127 p.m.SMS Life you up to 25% on premiums SMS to 31829 & your payments.sms Budget to 1Lifedirect will call you!Profile YES to 34879.Dial 38940.We will call you dependent. SMS R1 Direct will call u back. back.Standard SMS rates apply
  39. 39. • Campaign results • Client Expectations • • 15 000 downloads • • 4 000 survey responses • Actual results • • 84 000 downloads • • 9 200 survey responses
  40. 40. Suzan calls Mike She expects to hear Suzan listens to the a ringing tone superimposed but hears an advertising ring advertising Tone 3-8 message instead seconds 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.
  41. 41. Client Side - Is Mobile a hero, lead or support medium for my brand? - Have you done the easy stuff? 1. Basic mobile presence 2. Distribution of information and basic self service 3. Build a community around your brand - Competitive advantage, cost reduction, customer empowerment - Your business model - Your legacy business processes
  42. 42. Agency Side Do you believe that Mobile is the only digital mass medium in RSA? - Build mobile thinking into the front end of the strategic, creative and media planning process - Invest in new media resources and partner with specialists - Think big - Re-invent the agency compensation model if you have to - Do the right thing
  43. 43. Get Mobile!
  44. 44. Thank You