This document provides an overview of the South African mobile phone market and mobile internet usage statistics from November 2009. It summarizes that most mobile internet users in SA at that time were black males aged 25-34 using Vodacom and owning Samsung or Nokia phones. Their socio-economic status was likely to be LSM 6. The document also outlines the channels of distribution for mobile phones in South Africa.

1. Mobile
Marketing
Research and
Measurement
Raymond Buckle, SilverstoneCIS
Mobile Research and Measurement
Committee, MMA SA
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

2. The most measurable medium around…
Reach
• Exposure/Impressions
• Audience Types
Message • Creative/Campaign MSISDN
Delivery • Unique to each user
• Sent • Location
• Received/Read • RICA mitigates churn
• Response • Opt-in and PPI/CPA compliance important
• Location
Interaction
User Profiling
• Source
• Clickstream • Ask
• Actions • Internal Data
• Location • External Data
YMD HH:SS + Time (of)
• Day Device
• Week • Make & Model
• Month
• Browser & OS
• Year • Capabilities
• Life
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

3. MMA Measurement and Effectiveness
Mandate/Terms of Reference
• Measuring and tracking the publisher landscape
Publishers & Media Audience Measurement
Collaborate / Support
Owners & Tracking
• Measuring and tracking mobile media investment trends
Objective
Collaborate, Track, Measure Media
Market Sizing to
Leverage & Align & Trend Investment
benefit industry
• Develop Campaign Performance metrics/standards
MMA Endorsed / Approved Measurement Framework
Cost Performance
Metrics Methodology ROMI
Structures Measurement
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

4. The Mma Value Chain…
Media /
Mobile
Brand / Creative / Media Sales
Specialist
Advertiser Interactive Houses
Agencies
Agencies
Ad,
Location/GIS Marketing, Publishers /
Ad Networks
Platforms Tracking Media Owners
Platforms
Mobile Mobile
Subscriber /
Technology WASPs and Network
Audience
and Specialist Aggregators Operators /
Member
SPs MVNOs
…it can get a little complicated, but once
you get it you’ve got i!.
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

5. Mobile Ad Currencies & Units
Brand / Advertiser
Mobile Internet Display Advertising Mobile Messaging
• Banner Ads • SMS
• Text Ads • MMS
• Sponsorships • Tagged Text (Please Call Me)
• Tenancies • Vouchers/Coupons
• White Label Channels • Etc…
• Etc… Types of Mobile Media Inventory
Other i.e.
Application Based Mobile Advertising • Games / Video
• Operator Platforms • AMS / OBD
• Social Media Platforms • RBT or Welcome Tones
• Manufacturer Platforms • Mobile Search and SEO
• More Emerging all the time • Social and Viral
• Etc...
Subscriber / Audience Member
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

6. The Challenge: Sizing,
Benchmarking & Measurement
Publishers & Sites Advertisers
•# by Types of Publishers, Sites & Content Type •# and Value by Types of Advertisers
•Traffic Size/Volume •Annual MMa Budget/Spend
•MMa Service Types offered •MMa Channels and Service Types Utilised
•#/Value by Type of Service •# and Value by Types of Campaigns
SA Mobile Marketing & Advertising Market Size
MMa Intermediaries & Service Browsers/Users/Subscribers
Providers •# by Phone Make and Model & Capabilities
•# by Type •# by Profiling Segments, i.e. Demo, Geo,
•Size by MMa Value + Volume of Ads Served Behavioural
•MMa Services Offered/Intermediated
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

7. In order to develop…
MMa Metrics and Measurement and Effectiveness Framework
Activation - Interaction / Return on
Action
Reach Engagement Investment
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

8. Approach
Scope Progress
Short Term
• Formalise Committee Work Working Groups and Responsibilities
established
• Mandate Mobile Media Survey Evaluation Complete
Funding Approach to be agreed
Appointment August 2010
• Workshop Framework & Standards In Progress
Leveraging Global MMA Work to 1st Draft – Q4-2010
date
Medium to Long Term
• Industry alignment – SAARF, Work in Progress
DMMA etc...
• Operator based WAP and Started
SMS/MMS Gateway Solution GSMA driving process with operators
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

9. Currently, Nielsen collects information through AMPS to
provide a high-level view of the mobile industry
Mobile Data Usage by Mobile Phone Owners
Nielsen South Africa AMPS Data, 2009
SMS 50%
Please Call Me 50%
Take Photos 45%
Video Recording 29%
Play Games 29%
MMS 27%
Short Code SMS 25%
Download / Listen to
Music
25%
Mobile Internet Usage 16%
Send / Receive
Emails
10%
9
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

10. In order to set benchmarks for South Africa, Nielsen and the
MMA are collaborating to capture full mobile data, marketing
and advertising metrics
Phase Methodology
Questionnaire to MMA
1 MEASURE AND TRACK THE MOBILE Members along with
MARKETING SPEND online and internal
research
MOBILE MEDIA MARKETPLACE – A
2 Telephone and Online
SUBSET OF NIELSEN MOBILE
Panel
INSIGHTS
PERSPECTIVES FROM INDUSTRY In-person or telephone
3
STAKEHOLDERS Interviews
10
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

11. Nielsen will deliver a high level white-paper that will be the
standard for all mobile data and advertising metrics
Nielsen’s initial deliverable to the MMA will be a white paper covering…
Topics covered in white paper
• Total mobile advertising spend in
South Africa
• Market penetration of data
components
• Innovative advertising identified
in research process
• Any surprising or newsworthy
information
11
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

12. As an add-on, Nielsen will be providing Mobile Internet usage
through an online dashboard
12
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

13. Demographic information on Mobile Internet usage will be
available
13
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

14. As part of the add-on, a deck containing information about
data usage and mobile advertising spend will be provided
Mobile Data Use by Carrier
All United States Subscribers (n=72,483)
Total Carrier A Carrier B Carrier C Carrier D
Text messaging/SMS 62% 62% 65% 65% 64%
Picture messaging/MMS 33% 31% 35% 38% 39%
Mobile internet 25% 31% 35% 25% 20%
Email 23% 29% 31% 25% 19%
Pre-installed games 20% 24% 23% 29% 14%
Text alerts 17% 18% 21% 19% 15%
Ringtone downloads 16% 16% 17% 20% 15%
Picture downloads 15% 17% 19% 18% 13%
Instant messaging 15% 16% 17% 22% 13%
Software downloads 14% 19% 17% 15% 11%
Location-based Services 13% 17% 20% 12% 9%
Content uploads 12% 15% 16% 14% 10%
Wallpaper/Screensaver downloads 11% 13% 12% 15% 9%
Game downloads 11% 16% 10% 13% 8%
Video messaging 9% 8% 8% 11% 11%
Streaming audio 8% 11% 11% 10% 5%
Mobile video 8% 11% 13% 8% 5%
Full-track music downloads 7% 10% 7% 10% 5%
Mobile commerce 7% 9% 8% 8% 5%
Online games 5% 6% 5% 6% 4%
VoIP 2% 3% 2% 2% 1%
No mobile activities 29% 27% 26% 24% 28%
14
Question used: Q407 Source: Nielsen Mobile Insights, US,
Q4 2009
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

15. Future usage and interest in the mobile data space will also
be tracked
Interest in Having Mobile Data Functions on Cell Phone
Voice-Only Users (n=24,279)*
4%
Very interested
4%
15%
Somewhat interested
14%
21%
Neither interested nor
disinterested
21%
16%
Somewhat
disinterested
17%
43%
Very disinterested Q4 2009
44%
Q3 2009
15
*Question is not asked of Teen Question used: B4062 Source: Nielsen Mobile Insights, US,
respondents. Q4 2009
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

16. Nielsen will work with interested MMA members on a
developing a comprehensive package of deliveries
• Deep-Dive Presentation
– Created for marketing or research team
– Highly actionable findings tailored towards member needs
– Presentation will be ready for key stakeholders and C-level executives
– Nielsen will work with members throughout the creation process
• Full Dataset of findings in SPSS
16
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

17. Interesting
Facts and Stats
about the mobile
medium in SA
Issues:
• Who?
• How many?
• Doing what / how?
• How effective?
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

18. Mobile Internet Users: Nov 2009
Source: Nielsen c/o Admob
SA's Favourite Manufacturers
Samsung 38%
Nokia 37%
Sony Ericsson 9%
LG 8%
Motorola 5%
Blackberry 2%
Apple 2%
HTC 1%
0% 5% 10% 15% 20% 25% 30% 35% 40%
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

19. AdMob – South Africa - July 2010
Source: Admob
Of 235m ads served through 10,000 publishers…
4.5%
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

20. Mobile Internet Users: Nov 2009
Source: Nielsen c/o Admob
SA Mobile Internet
Operator Preference
Cell C Other
6% 3%
MTN South
Africa
19%
Vodacom
South Africa
72%
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

21. Mobile Internet users: Nov 2009
Source: Nielsen c/o Admob
SA User by Age Group
35%
30%
25%
20%
15% 30%
25% 23%
10% 22%
5%
0%
16 - 24 Yrs 25 - 34 Yrs 35 - 49 Yrs 50 +
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

22. Mobile Internet Users: Nov 2009
Source: Nielsen c/o Admob
SA's Users by Race and Gender
Indian, 4%
Coloured,
8%
White,
22% Female
49% Male
51%
Black, 67%
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

23. Mobile Internet Users: Nov 2009
Source: Nielsen c/o Admob
SA's Mobile Internet Users by LSM
30%
27%
25%
20% 19%
15%
15%
11% 11%
10%
7% 7%
5% 3%
0%
LSM 1 -3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

24. SA’s mobile internet users are
mostly black,
! Male and Female,
most likely LSM 6,
and a Vodacom Subscriber
using a Samsung or Nokia phone…
Is that a black Don’t discount the other 73%
diamond? not above and below LSM 6…
Or the 33% from different
backgrounds
Insight: As at November 2009…
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

25. GfK Group Retail and Technology
GfK Trendcharts
Smart + Mobile Phones
South Africa
January 2010
August 2010 Copyright Reserved (c) 2010.
SilverstoneCIS
© by GfK MS, www.gfkms.com 10/2006

26. GfK Group Retail and Technology
TRACKING OF THE SOUTH AFRICAN MARKET
REPUBLIC OF SOUTH AFRICA:
KEY EXAMPLES BY CHANNELS OF DISTRIBUTION
* Channels in bold can be shown separately depending on product group
Hypermarkets/ Apparel &
Telecom Furniture Cash & Carry Sport
DIY Specialists Drugstores Department
Specialists Chains Mass Discounter Specialists
Stores
Nashua Mobile Edcon
Builders Warehouse Dion
Cell-shack Foschini Moresport
Builders Express Ellerines Makro Game
Glo Cell Pep Stores FSGroup
Cashbuild JD Trading Clicks Trade Centre
Vodacom Hifi Corp Truworth Edcon
Spar Build iT Lewis Discom Metro
MTN House & Home The Hub Runner Group
Mica Shoprite Pick’n Pay Hypers
Cell C Woolworths Sweat Shop
Virgin Mobile Stuttafords
Shown as Mass Merchants
ELRET-electronics retailers
Electrical Electrical Technical Photo Computer- Music Stationery Toy Sphops
Specialists Chains Superstores Specialists Shops (CS) Spec. (MS) Shops (STAT) (TOY)
CES-consumer electronics specialists
Audio Vision
Cities Etkinds Incredible
Artic Electric
Stax Universal Image Connection
P&G Musica
Electrical Express Dionwired Fotolens Inter Computer
Kara Bazaars Look & Listen C.N.A Toys’ R Us
Best Electric Masons’s Photo & Beyond IT Junction
Parsons Top CD Reggies
Power Express Vision 2000 Cameraland Digital Planet
Euro Appliances Loot
Highveld Photo World SA Notebook
Bedilia Furnishers
Discounters Capi Int. Wireless Toys
Wakefords
August 2010
Shown asCopyright Reserved (c) 2010.
CES/CS/STAT/MS/TOY
© Copyright by GfK SilverstoneCIS
This graphic makes no claim to be exhaustive
© by GfK MS, www.gfkms.com 10/2006

27. GfK Group ta il a n d T e c h n o loand Technology
G fK R e Retail g y 2 /2 0 1 0
M O B I L E P H O N E S ,S M A R T P H O N E S
S a le s T h s. U n its,M io . S a le s V a lu e Z A R S o u t h A fric a
Z A R
JA N 08 - JA N 10
V a lu e
JA N 08 FEB 08 M A R 08 A P R 08 M A Y 08 JU N 08 JU L 0 8 A UG08 SEP 08 O C T08 N O V 08 D EC 08 JA N 09 FEB 09 M A R 09 A P R 09 M A Y 09 JU N 09 JU L 0 9 A UG09 SEP 09 O C T09 N O V 09 D EC 09 JA N 10
1 .4 0 0
1 .2 9 1 1 .2 8 3
S a le s
1 .2 0 0
1 .0 0 0 956 1 .0 3 6
U n its / M io .
935
917
890
939
895
791 791
800 838
735 727
763 71 777 760
743 6 751 753 753
706 713 708 702 625
607 681 679 668 593
571 585
600 560
514 600
T h s .
479 554
508
473 475
400 452 442 452 455 452 436
430 413
S a le s
S ale s T h s . U n its
200
M io . S a le s V a lu e Z A R
0
T E L M o b ile p h o n e s Z A 721 694 670 715 669 658 702 774 724 739 915 1 .2 6 7 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932
August 2010
T E L S m a rtph on e s Z A 14 12 11 12 10 9 Copyright Reserved (c) 2010.
11 17 19 24 24 24 18 20 30 32 27 42 65 47 62 84 70 95 104
SilverstoneCIS
© b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 2 0 7 - ID 2 2 8 7 3 6 4 1 4
© by GfK MS, www.gfkms.com 10/2006

28. GfK Group ta il a n d T e c h n o loand Technology
G fK R e Retail g y 2 /2 0 1 0
M O B I L E P H O N E S ,S M A R T P H O N E S
S a le s U n its % S o u t h A fric a
JA N 09 - JA N 10
JAN 09 F EB 0 9 M A R 0 9 A P R 0 9 M A Y 0 9 J U N 0 9 JUL0 9 A U G0 9 S EP 0 9 O C T09 N O V0 9 D EC 09 JAN 10
93 94 92 91 92 93 90
T E L M o b ile p h o n e s Z A
98 97 97 96 96 94
T E L S m a r tp h o n e s Z A
7 6 8 9 8 7 10
2 3 3 4 4 6
T E L M o b ile p h o n e s Z A S a le s T h s. U n its 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932
T E August 2010 Z A S a le s T h s . U n its
L S m a r tp h o n e s 18 20 3 0 Reserved (c)
Copyright 32 27 42
2010. 65 47 62 84 70 95 104
SilverstoneCIS
© b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 2 0 8 - ID 2 2 8 7 3 6 4 1 5
© by GfK MS, www.gfkms.com 10/2006

29. GfK Group ta il a n d T e c h n o loand Technology
G fK R e Retail g y 2 /2 0 1 0
M O B I L E P H O N E S ,S M A R T P H O N E S
S a le s U n its % S o u t h A fric a
JA N 09 - JA N 10
JAN 09 F EB 0 9 M A R 0 9 A P R 0 9 M A Y 0 9 J U N 0 9 JUL0 9 A U G0 9 S EP 0 9 O C T09 N O V0 9 D EC 09 JAN 10
88 85 86 87 89 88 88 89 87 86 87 88 85
2 .x G
3 .x G
12 15 14 13 11 12 12 11 13 14 13 12 15
T E L M o b ile p h o n e s Z A S a le s T h s. U n its 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932
T E August 2010 Z A S a le s T h s . U n its
L S m a r tp h o n e s 18 20 3 0 Reserved (c)
Copyright 32 27 42
2010. 65 47 62 84 70 95 104
SilverstoneCIS
© b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 3 3 0 - ID 2 2 8 7 3 6 5 3 7
© by GfK MS, www.gfkms.com 10/2006

30. GfK Group ta il a n d T e c h n o loand Technology
G fK R e Retail g y 2 /2 0 1 0
M O B I L E P H O N E S ,S M A R T P H O N E S
S a le s U n its % S o u t h A fric a
JA N 09 - JA N 10
JAN 09 FEB09 M AR09 AP R 09 M AY09 JU N 09 JU L0 9 AU G 09 SE P 09 O CT 09 N O V09 D EC 09 JAN 10
41 44
46 50
54 53 54 54 51
57 61 60 61
EDGE
N O ED G E
59 56
54 50
46 47 46 46 49
43 39 40 39
S a le s T h s . U n its2010 9 5
August 8 708 917 777
Copyright Reserved (c) 62010. 5 3
702 751 95 7 753 935 838 1 .2 8 3 1 .0 3 6
SilverstoneCIS
© b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 3 6 4 - ID 2 2 8 7 3 6 5 7 1
© by GfK MS, www.gfkms.com 10/2006

31. GfK Group ta il a n d T e c h n o loand Technology
G fK R e Retail g y 2 /2 0 1 0
M O B I L E P H O N E S ,S M A R T P H O N E S
S a le s U n its % S o u t h A fric a
JA N 09 - JA N 10
JAN 09 F EB 0 9 M A R 0 9 A P R 0 9 M A Y 0 9 J U N 0 9 JUL0 9 A U G0 9 S EP 0 9 O C T09 N O V0 9 D EC 09 JAN 10
5 5 5
2
6 6
3 4
2
2 2
7 8 8 8 9
5
4
4
6 8
9 9 8
T O U CH + Q W ER T Y
Q W ER T Z /Q W ER T Y
T O U C H + 3 x4
TO UCH O NLY
96 95 94
3 x 4 + Q w e r ty 92 92 90 89 88
3 x4 K EY 86 82 82 83 81
n .a .
T E L M o b ile p h o n e s Z A S a le s T h s. U n its 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932
T E August 2010 Z A S a le s T h s . U n its
L S m a r tp h o n e s 18 20 3 0 Reserved (c)
Copyright 32 27 42
2010. 65 47 62 84 70 95 104
SilverstoneCIS
© b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 3 4 5 - ID 2 2 8 7 3 6 5 5 2
© by GfK MS, www.gfkms.com 10/2006

32. GfK Group ta il a n d T e c h n o loand Technology
G fK R e Retail g y 2 /2 0 1 0
M O B I L E P H O N E S ,S M A R T P H O N E S
S a le s U n its % S o u t h A fric a
JA N 09 - JA N 10
JAN 09 FEB09 M AR09 AP R 09 M AY09 JU N 09 JU L0 9 AU G 09 SE P 09 O CT 09 N O V09 D EC 09 JAN 10
C LO S E D P RO P RIE T
S YM B IA N
RIM
W IN D O W S M O B ILE
92 91 91 91 92 89 88 89 91 88
IP H O N E O S 93 92 93
A N D R O ID
LIN U X
SM ART PHO NE2002
W IN C E/P O C K ET PC
PALM O S
8 7 7 7
6 6 6 5 6 6 6 6
5 1 1 1 1 2
3 3 3
4
1 1 1 1 1 1 1 1 1
S August s2010its
a le s T h . U n 895 708 917 Copyright Reserved (c) 2010. 7 5 3
777 702 751 956 753 935 838 1 .2 8 3 1 .0 3 6
SilverstoneCIS
© b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 4 3 7 - ID 2 2 8 7 3 6 6 3 9
© by GfK MS, www.gfkms.com 10/2006

33. Implications in
the Real World
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

34. Interactive Reach and the Muller Cluster
Model...
35% R 30 000
30%
30% R 25 519 R 25 000
25% 22% 23% 23%
R 20 000
20%
R 14 781 R 15 000
15%
R 10 000
10%
R 5 904 R 5 000
5% 3%
R 2 838
R 1 523
0% R0
LSM10 High
Peri-Urban / Urban
Traditional Market
LSM7 High – 10 Low
Transitional Market
Upper Middle Class
Rural / Peri-Urban
Metros
LSM6 – 7 Low
Middle Class
Elite
LSM 1-3
LSM 4-5
Metros
Rural
90% Mobile Phone
60-70% MMS / Mobile Internet
10-20% Email & Internet
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

35. Go with Multi-Channel Mobile
Centric Strategies
ACTIVATION
EXPOSURE
Banner & Permission
Viral and CRM Above-the-
Text Ads Based Promotional PR
Social Messaging Line
Messaging
INTERACTION
RESPONSE
Points of
Short Code Mobisite USSD Website Call Centre Events
Presence
PERFORMANCE
Contribute Revenue
ACTIONS
Consume Social and Develop User Generating
Opt-In / Campaign
Message & Viral insight and Generated Leads, Sales
Register Actions
Content Activation profile Content / and
Surveys Transactions
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

36. Campaign
Objective Measurement
Brand Awareness Exposure / Impressions
Performance Generate Traffic to Touch-points Click Thru’s
Short Code Responses
Measurement Build Customer Insight % By Demographic Segment
% Location / Region / Territory
Approach % By Interests / Needs
% By Channel/Touchpoint
% By Device/OS
Develop Sales Leads # Competition Entries
 Measuring the # Qualified Leads
# Qualified Calls
effectiveness and cost # Qualified Applications
efficiency of your Acquire Customers # New Accounts
campaign is possible # Products Sold
R Value of Sales
against:
Cross Sell Products # Cross Selling Leads Generated
 Creative R Value of Sales
 Channel
Reward brand engagement # Referrals (Viral Effect)
 Time # Page Views / Downloads
 Market Segment # Brand Engagements
 Influencers (Messages/Responses)
Reduced cost of acquisition / ROI R Cost Per Impression
R Cost Per Click Thru
 The opt-in / registration R Cost Per Lead
mechanic allows insight R Cost Per Sale/Acquisition
% ROI Cost/Turnover
against those you sold
and didn’t sell
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

37. Recent Real
World Case
Studies (RSA)
1. Media 24 : JIP
Beeld, Burger and
Volksblad
2. Government :
2010 SWC
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

38. http://Jip.wiseguylive.com
http://lnq.in/bcdance
http://bcdance.wiseguy.mobi
SMS BCDANCE / EUROSUIT to 37932
SMS JIP[CODE] to 41849
The competition was completed successfully with 155 total entries and 11,978 total
user registrations. Between the 5th of April and the 2nd of June we had over
68,379 visits to the JIP matric dance competition on Mobi and Web, generating
419,999 page views, with 109,468 total votes.
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

39. Background: JIP Touch Points originally envisaged
http://jip.wiseguy.mobi
M24 http://www.jip.co.za
Kompetisielyn Koerant Bylaag
37932 (R2)
JIP USSD
Shortcut
JIP
Kommentaarlyn
41748 (R1.50)
MxIT
http://m.jip.co.za
http://twitter.com/jipcoza
http://www.facebook.com/
pages/wwwjipcoza
http://www.blueworld.co.za/groups/
groups.aspx?id=2019
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

40. Jip.wiseguylive.com | lnq.in/bcdance | lnq.in/eurosuit
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

41. Web / Mobi Voting Mechanics
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

42. bcdance.wiseguy.mobi
Available in English and Afrikaans
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

43. Eurosuit.wiseguy.mobi
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

44. COMPETITION
PERFORMANCE
5 April to 2 June
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

45. Interaction and Actions
25000 6000
Campaign Days 48
Comp Entries 155
Registrations 11 965
Unique Session interactions 64 940 5000
20000 Page Views 405 565
Views per Session 6.25
Viral Factor 77.19
SMS Votes 7 807 4000
Total incl WEB/Mobi Votes 109 468
15000
Avg Votes Per Entry 706
3000
10000
2000
5000
1000
0 0
Sum of Sessions Sum of SMSVotesR2 Sum of WEBVotes Sum of Opt Ins Sum of Entries Sum of Pages
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

46. Recent Real
World Case
Studies (RSA)
1. Media 24 : JIP
Beeld, Burger and
Volksblad
2. Government :
2010 SWC
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

47. SA2010 MOBILE
INTERACTION &
EXPOSURE
Exposure measured in Ad Impressions
Interaction measured in visits and
content engagement
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

48. SA2010 : a Multi-Channel Media and Communications platform
Content and advertising can be exchanged with the consumer through any of the following interactive channels…
Mobisite
Website
Short-Code
USSD
SMS
SMS To: 34747 SMS From: SA2010 USSD Active: *120*12010#
Welcome to the Welcome to SA 2010!
2010 SA2010 Community.
Select Option:
Dial *120*12010# or
click 1> Register
2> News & Alerts
http://lnq.in/SA2010 3> Enter Competition
to connect. 4> 2010 Info
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August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

49. SA2010: http://m.sa2010.gov.za or http://viva2010.net
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

50. Ad Exposure
9 000 000 90 000 000 Day Ad Impressions Cumulative Exposure
2010/06/21 3 605 953 3 605 953
8 000 000 80 000 000 2010/06/30 5 144 672 8 750 625
2010/07/01 5 456 632 14 207 257
2010/07/02 5 614 342 19 821 599
7 000 000 70 000 000 2010/07/03 6 850 473 26 672 072
2010/07/04 6 498 101 33 170 173
2010/07/05 5 937 125 39 107 298
6 000 000 60 000 000 2010/07/06 8 005 734 47 113 032
2010/07/07 4 426 240 51 539 272
2010/07/08 5 483 084 57 022 356
5 000 000 50 000 000 2010/07/09 7 390 775 64 413 131
2010/07/10 6 199 364 70 612 495
2010/07/11 4 560 677 75 173 172
4 000 000 40 000 000 2010/07/12 4 604 940 79 778 112
Grand Total 79 778 112
3 000 000 30 000 000
2 000 000 20 000 000
1 000 000 10 000 000
- -
Cumulative Exposure Banner Impressions
• To date we have had 79.8 million banner advertising
impressions on the mobile internet.
• At peak, we served achieved between 4m and 8m banner
advertising impressions for the site per day.
• Alongside is a typical example set of banners in the different
sizes served to different phones using the mobile internet
depending on their screen sizes.
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

51. Site Interaction
800 000 1 600 000
700 000 1 400 000
600 000 1 200 000
500 000 1 000 000
400 000 800 000
300 000 600 000
200 000 400 000
100 000 200 000
- -
2010/06/01
2010/06/02
2010/06/03
2010/06/04
2010/06/05
2010/06/06
2010/06/07
2010/06/08
2010/06/09
2010/06/10
2010/06/11
2010/06/12
2010/06/13
2010/06/14
2010/06/15
2010/06/16
2010/06/17
2010/06/18
2010/06/19
2010/06/20
2010/06/21
2010/06/22
2010/06/23
2010/06/24
2010/06/25
2010/06/26
2010/06/27
2010/06/28
2010/06/29
2010/06/30
2010/07/01
2010/07/02
2010/07/03
2010/07/04
2010/07/05
2010/07/06
2010/07/07
2010/07/08
2010/07/09
2010/07/10
2010/07/11
2010/07/12
2010/07/13
Cumulative Page Views Cumulative Visits
Stats to Date 79.8 million banner advertising impressions
Approximate Visits by Region
714 664 Unique Visits
2010/07/13 1 386 067 Total Page Views Asia
North America
All Traffic Africa
3.4 Minutes Avg duration of visit Europe
4.1 Pages Avg Pages Per Visit Middle East
Unknown Region
Interested Traffic
South America
6.9 Minutes Avg duration of visit
Central America
7.1 Pages Avg Pages Per Visit
Oceania
205 Originating Countries reached - 100 000 200 000 300 000 400 000 500 000
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

52. Don’t wait too long… Things are moving
fast in the mobile medium – and
‘traditional’ models ‘age’ quickly!
More users on Facebook
through mobile internet
than fixed internet in SA.
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

53. When contemplating
your next marketing or
advertising campaign,
ask yourself…
Integrate +
Target +
What would Jack Use Mobile +
Bauer do? Measure!
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

54. We deliver integrated, interactive, multi-channel business, marketing and
communications solutions to drive exposure, campaign objectives, sales and
service.

55. Introduction
SilverstoneCIS is an award-winning Creative Interactive Solutions group with
international credentials in the development of online and mobile communications,
marketing, media and business solutions.
digital solution menu
strategy presence activation acquisition
What can we do with you?
• Brand • Web • Mobile Media • Promotions
• Go-to-Market • Desktop • Online Media • Competitions
• Digital • Mobi • Social Media • Vouchering
• Mobile • USSD • Viral Execution • Viral
• Media • Short-Code • Search Marketing • Outbound Calls
• Promotion • Kiosk • Traditional Media • Pull Campaigns
• Brand Community • IPTV • CRM Database • Push Campaigns
• Audience Monetization • Call Centre • Opt-In Lists
• CRM & ERM • IVR
• Business Process
retention interaction insight revenue
• Brand Communities • Streaming • Audience Profiling • Display Advertising
• Loyalty / Rewards • Games • Campaign Analysis • Opt-In Messaging
• Incentives • Competitions • Traffic Analysis • Sponsorship
• Personalization • Forums / Chat • Click Tracking • Subscriptions
• Promotions • User Generated • Location Tracking • Premium Rated
• CRM Campaigns • Galleries / Downloads • Target & Segment • Lead Generation
• Customer Service • Stores / Catalogues • Propensity Models • Research
• Cross & Up-Selling • Surveys / Ratings • Data Acquisition • eCommerce
• Vouchering • Personalization • Data Enrichment
• Input Forms • Surveys
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

56. Introduction
Since 1996 SilverstoneCIS has delivered thousands of projects to near 1000 clients in a wide variety of industry
verticals, geographically spread over 5 continents, a few islands, almost all the time zones, various languages and
cultures.
Who have we worked with?
~ Founding MemberofSouthAfricanCouncil ~ ~ Memberof ~
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

57. Introduction
In our constant drive to deliver above and beyond the expectations of our clients and partners, we have been credited
with significant accolades including…
The Loerie Advertising Awards - 2005
Gold – Digital Interactive
Client – Brown Forman - USA
Brand – Jack Daniel’s – USA
This was the first Loerie awarded for creative excellence in developing a
Software Product – go figure. The Studio No7 Flash music mixer is a
Significant accolades…
bespoke platform allowing consumers to mix up their own music online,
share it with friends, vote for it and talk about it.
The DMA Assegai Awards - 2008
Nkosi – Direct Marketing Grand Prix
Gold – Mobile Digital Media
Gold – Technology Solutions & Innovations
Client – Vodacom
Brand – AdMe
AdMe is the premium permission based mobile marketing platform and
social community built around advertising in SA. 99% of the community
engaged AdMe through their cellphone, registered, profiled themselves and
engaged with the advertising brands thru USSD, SMS, MMS and the mobile
Internet. The platform driving AdMe won the Technology Solutions and
Innovation award for database management, profiling and segmentation
capability.
International DMA ECHO Awards - 2009
5th Place Finalist – Business and Consumer Services
Client – Vodacom
Brand – AdMe
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

58. Turnkey Mobile Marketing and Advertising Proposition
• Consulting and support to develop • Advanced Tracking Services across online
integrated mobile media interaction and mobile Banners, SMS, MMS and Email
strategies
• Platform for development of multi-channel
• Mobile Media Sourcing, Placement, Brand Communities
Trafficking, Management and Execution
Passion, Partnership, Performance...
• Rules based, managed messaging across
• Packaged Mobile Marketing and SMS, MMS and Email
Advertising Services
– Campaign Short-Code Keywords • Audience Management, Profiling and
– Brand Short-Code Keywords Segmentation Services
– Campaign Micro-Sites
– Competition Micro-Sites
– Lead Generation Micro-Sites • Marketing Platform Development,
Management and Analytics and
– Integrated Mobile Multi-Channel Presence in
Short-Code, USSD, Web Integration and online/mobile/social Media Performance
Mobile Management Services
– Packaged Modules • Creative Design, Rich Media and bespoke
• Competitions application development services
• Surveys
• Customer Service Requests
• Lead Generation and Qualification
• Location Mapping and Way-finding
• Event Management
• Product and Promotion Catalogue
• Voucher Distribution and Redemption
Management
• Competition Prize Fulfilment
• News and Alerts
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS

59. SMS ‘explore’ to 34747
Visit
www.SilverstoneCIS.com
August 2010 Copyright Reserved (c) 2010. SilverstoneCIS