This is a highly optimised version of the SXSW trends presentation, also on SlideShare. Due to popular demand, I've included a large section on First World vs Third World divide, and mobile as a medium. This presentation now covers the following trends: SA internet stats, mobile, location based services, real time Internet, social media & engagement and culture vs strategy.

1. Keeping 2.0 eyes on
the Internet
What’s next for business…
2010

2. http://www.twitter.com/andyhadfield

3. The law of business on the
Internet…

4. Unless you really hit the right
time / right place...

8. Unless you really hit the right time /
right place...
There are only 3 ways to make
seriousmoneyon the Internet.

9. Gambling.

10. Porn.

11. Financial Services.

12. Exploring the WWWorld...
The State of Digital in SA
It all starts at home…
Location Based Services / Marketing
Real Time Everything
Engagement – cutting through the BS
Culture vs Strategy

13. The State Digital in SA
Most stats from Arthur Goldstuck’s World Wide Worx Research. Precious few are made up.

14. South Africa has about
50 million people.

15. Of those, only 5.3 million have
access to the “PC” Internet.

16. There are around
+- 2.8 million FaceBook users.

17. But only about
80,000 Twitter users.

18. Yet we have about 49 million
active SIM Cards.

19. And South Africans send over
900 million
Please Call Me’s per month.

21. But only 3.3 million people “Browse
the Web” on their phones

22. But! 9 million people access the
Internet using a mobile application.

23. Has the fragmentation of our digital
channels and the digital divide ever
been more clear?

24. Technology trends always have two
stories to them.
The Third World
The First World

25. It all starts at home…

26. Understanding the Third World
story is usally about two things:

29. And that means understanding
screen size…

30. Because after all, we’re accessing
the Internet… Just from different
devices.

31. Let’s start in the mobile space…
Hello acronyms!
USSD, SMS, MMS, WAP, GPRS, 3G

32. There are 3 mobile internet
segments:
Access the Internet using WAP

33. There are 3 mobile internet
segments:
Access the Internet using a mobile
Application

34. There are 3 mobile internet
segments:
Access the Internet using a mobile
Browser

35. And an overlapping segment who
behave very differently:
SmartPhone Users

36. In Africa, early usage signs are
good…

38. A little quiz…
What do you think are the top 3
mobile sites in South Africa?

40. Understanding the Third World is
about understanding the nuances…

41. The Mass Market’s
use of digital channels is
FUNCTIONAL, not sexy.

42. That’s why Marlon Parker from
Cape Town is doing drug counselling
over MXIT
http://marlonparker.co.za/?p=839

43. That’s why ABSA and FNB recently
announced their 2 millionth
Cellphone Banking registration…

44. Yet can’t seem to encourage a large
majority to do much more than buy
prepaid airtime.

45. That’s why Nokia will be bringing
Life Tools to our country very
shortly…

47. Function is important.
But mobile is opening up other
digital doors, previously only
available to “Internet” citizens…

48. Like direct response sales campaigns
(Now THAT’S exciting anyone
interested in sales!)

49. We’re talking about:
Please Call Me Campaigns

51. We’re talking about:
SMS Campaigns

52. We’re talking about:
Short Code Campaigns

53. We’re talking about:
Premium Short Code Campaigns

54. We’re talking about:
Mobi Sites and Landing Pages

55. We’re talking about:
Mobi Banner Ads

56. Integration becomes possible…

58. 23,000 submissions to MXIT in the
first 10 days.
580,000 added the Nike “Bot” to
their profile since May 2010

59. We’re also seeing mass market
digital adoption in transactional
areas as well.

60. This means:
Financial Services

61. This means:
Payment Reminders

62. This means:
Acccess to fees, calculators and
information

63. This means:
Lead generation and sales

64. And the elephant in the room…

67. So ignoring adoption and
penetration for the moment…
The most exciting thing about the
Third World space?

68. When our country achieves 100%
household cellphone penetration.

69. You’ll have 50 million potential
customers.

71. And now let’s tie it all together…
The device that is going to
change it all…

72. Location Based
Services / Marketing

73. So. We want to target those
Internet & Mobile people do we?
Location based services might just
be the next big thing.

74. http://www.thegrid.co.za/

76. Location services in the real
world...

81. Breakfast.
Courtesy...

83. Now.
How about
dropping virtual
product into the
real world?

85. Success!

86. But.
Location Services raise fulfilment to
critical status.

88. Why so much oversharing?

91. A story of how easy it is to share music, and how Brittanica bet against
humans freely giving their time to edit an encyclopedia…

92. Oversharingis creating and
killing entire industries...

93. But what could it mean for
business…

94. Locate a shop near me…

95. Locate a shop with the same
item at a cheaper price…

96. Communications and experiences
that activate on location – even if
that location isn’t your
establishment.
(Wine at a restaurant,
buying wine at Macro,
tasting Wine on a wine farm)

97. Rovingsalesman!

98. Oversharingdoes raise issues...

99. http://pleaserobme.com/

100. Etc.

101. Real Time Everything

102. Everything is going “real time”.

103. This is changing the way we
present...

105. It’s changing journalism...

107. It’s changing public figures...

108. And if we’re notcareful...

109. We’ll experience some Julius...

113. And someMr Visagie...

117. But more importantly. The Real
Time nature of the web is changing
the way we interact with data...

118. http://twitterfall.com/

119. Did you know? Google is now indexing Tweets.

120. http://twitter.com/

121. Now. With real time data, we’re also
starting to see different methods of
datavisualisation

122. http://pepsicozeitgeist.com/

123. http://pepsicozeitgeist.com/

124. http://www.wefeelfine.org

125. http://now.sprint.com/nownetwork/

126. Now imagine real time data in a
business context...

127. We sell x products per minute!

128. People in your neighbourhood
pay an average fee of...

129. Currently servicing x people in the
queue, or xcalls per minute...

130. Conversations going on about
your brand right now: x...

131. Real time information also
causes its own set of problems.

132. Customer: If data is real time,
why isn’t service?

133. Social Media & Engagement.
(Cutting through the BS)

137. Social Media. It’s easy isn’t it?

139. That’s a romantic story.
But never forget the number one
rule of the social Internet?

141. OK. So it’s not easy.
Then why is social media so hard?

142. Because real relationships
require that you give up control.

143. They’re also not a one way
conversation...

144. The first problem of engagement is
understanding what the hell
engagement means?

145. Wikipedia: Meaningful brand
experience at a contact point.

146. We’ll look at some global trends
for the answers...

147. Trend #1
The Democratisation of Influence

148. Circle of Influence
Circles of Influence

152. Not a
Trellidoor –
but thought
it was!

154. Trend #2
Attention has become the major
currency in attracting customers to
content / products

155. Trend #3
Social Media is driving the wrong
kind of behaviour.

156. Trend #4
Social Media doesn’t scale.

157. And so the big question
becomes...

158. What is the difference between
engagement and service?

159. Where do you want to play?
Where should you play?

160. Because, believe it or not, we’re
all in the “social” game...

164. Oh. And...

165. More importantly...
What do customers want?

166. Culture vs Strategy

167. Cultureeatsstrategy for
breakfast.
http://www.trendhunter.com/

168. Why?

169. Social trends give context to
messaging and products.

173. But don’t take it from me...

174. Take it from a bunch of elderly Jews
who helped Obamawin an
election...

176. It’s a new world.

177. What one thing can you change to
move your business into the digital
tomorrow?
Mobile, Location Based Services, Oversharing, Real
Time Data, Engagement, Leveraging Culture

178. http://www.andyhadfield.com
http://www.twitter.com/andyhadfield