SlideShare a Scribd company logo
1 of 40
Download to read offline
Mobile Web East Africa
3 February 2010,
Nairobi, Kenya

Rick Joubert
www.rickjoubert.com
The mobile phone is the most
ubiquitous consumer technology

                on earth

         #2 = FM Radio (3.9 Billion)
Business model / process impacts
1.   Financial services
2.   Music / Gaming
3.   Photographic Industry
4.   Navigation industry
5.   Time piece industry
6.   Hardware
7.   Software
8.   Web

Coming soon
1.   Health care
2.   Government
3.   Publishing
Access: Population
       Population in SA with entertainment / communication
                               technology in their household




AMPS
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
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
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
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
www Web users, RSA*



5 Million unique
             11%

              •Arthur Goldstuck, World Wide Worx
Mobile Web, RSA



                                10.1 Million
              unique mobile web users*

(less than 30% have access to the PC Web)           •Strategy Analytics
“Mobile Web” definition tiers*


Tier 1 The WAP Internet
Tier 2 The mobile application Internet
Tier 3 Web browsing on phone


                                  * Goldstuck/Joubert
Access: Population
       Population in SA with entertainment / communication
                               technology in their household




AMPS
• $300 million p.a.
• 2000 films p.a.
• $30K budget per film
• Average film sells 50K disks at a price of $2
DVD player shipment by region




Source: “In-Stat”
AdMob Mobile Metrics: August 2009
(ads called from the AdMob network)


- Apple iPhone = number 1 handset on every continent in the
  world…
- Except……
AdMob Mobile Metrics
(ads called from the AdMob network)


- Apple iPhone = number 1 handset on every continent in the
  world…
- Except……
- Africa!
- Africa: no1 = Nokia 3110, no2 = Samsung E250
“Internet” access channels


                     PC Web    SMS
Smartphone access to PC Web    USSD
         Mobile applications   Voice
         Mobile Web (WAP)
Driving forces

•   Growth in data networks & coverage
•   Mobile data access charges
•   Content!
•   + handsets - price
•   Compliments – e.g. Mobile Wallets
Business model/monetisation

•   Commerce
•   Transactions / financial services
•   Content
•   Advertising
Positioning map of users of various media
                                               Age and Income




Source: AMPS 2009 A
7th Mass Medium



Print   Recording   Cinema   Radio   TV     Internet   Mobile
US Internet ad spend
30 September 2009, UK
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
In developing markets mobile is the

        FIRST screen
              (and often the only screen)
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
“..available at the point of creative inspiration…”
The consumer will press 1 for
more information and receive
an SMS back with a link to the
SA Unite portal.
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
Suzan calls Mike                                                                         Ring
She expects to hear        Suzan listens to the                                          Ring
a ringing tone             superimposed
but hears an               advertising ring
advertising                Tone 3-8
message instead            seconds




                            Now Playing




                                                                    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.
In South Africa advertising agencies are
                            beginning to

                         GET IT
37

                                  Agencies getting involved



It is an area of massive
potential in this market and we
have invested resources
because I believe OMD needs
to take a leading role as the
largest media agency in SA.”

Josh Dovey
CEO, OMD
Size of the prize?

Continental Africa:




$8 Billion p.a. advertising spend*

*estimate based on multiple sources including EIU, WARC and World Fact Book
What will be spent on rate carded
            Mobile Advertising in RSA in 2010?


$50 Million*

*personal estimate (not yet validated by MMA)
* Excludes push messaging and integrated mobile response
Thank You
www.yonder.co.za
www.ringco.net
www.rickjoubert.com

More Related Content

What's hot

Camerjam mobile travel masterclass adfonic
Camerjam mobile travel masterclass adfonicCamerjam mobile travel masterclass adfonic
Camerjam mobile travel masterclass adfonicJames Cameron
 
Wellington, May 2008 Final Version
Wellington, May 2008   Final VersionWellington, May 2008   Final Version
Wellington, May 2008 Final VersionMegan Elliott
 
Eterno product suite
Eterno product suiteEterno product suite
Eterno product suiteshreyad
 
Vietnam mobile day 2012 platform mo va ung dung de phat trien mang xa hoi m...
Vietnam mobile day 2012   platform mo va ung dung de phat trien mang xa hoi m...Vietnam mobile day 2012   platform mo va ung dung de phat trien mang xa hoi m...
Vietnam mobile day 2012 platform mo va ung dung de phat trien mang xa hoi m...Quang Anh Le
 
Presentation at Milagrow SME Conference
Presentation at Milagrow SME ConferencePresentation at Milagrow SME Conference
Presentation at Milagrow SME Conferencerajeshjain
 
Rajesh's Web 2.0 Summit Presentation
Rajesh's Web 2.0 Summit PresentationRajesh's Web 2.0 Summit Presentation
Rajesh's Web 2.0 Summit Presentationrajeshjain
 
Mobile marketing summit3_v11a
Mobile marketing summit3_v11aMobile marketing summit3_v11a
Mobile marketing summit3_v11aRick Joubert
 
Presentation on mobile phones
Presentation on mobile phonesPresentation on mobile phones
Presentation on mobile phonessirtwinkles
 
2010 7 6 mindshare mobile landscape v4.0
2010 7 6 mindshare mobile landscape v4.02010 7 6 mindshare mobile landscape v4.0
2010 7 6 mindshare mobile landscape v4.0lucia.hortelano
 
Evolution of Cell Phone and Tedrad Model
Evolution of Cell Phone and Tedrad ModelEvolution of Cell Phone and Tedrad Model
Evolution of Cell Phone and Tedrad ModelSadettin Demirel
 
(When) Will mobile be adopted as the platform of choice for marketers in East...
(When) Will mobile be adopted as the platform of choice for marketers in East...(When) Will mobile be adopted as the platform of choice for marketers in East...
(When) Will mobile be adopted as the platform of choice for marketers in East...Moses Kemibaro
 
The Evolution of the Cell Phone
The Evolution of the Cell PhoneThe Evolution of the Cell Phone
The Evolution of the Cell PhoneTANMOY GHOSH
 
The Year Of Mobile
The Year Of MobileThe Year Of Mobile
The Year Of MobileadconionSM
 
Mobile phone: Evolution to Revolution
Mobile phone: Evolution to RevolutionMobile phone: Evolution to Revolution
Mobile phone: Evolution to RevolutionAmanShaikh45
 
Is the local content and service opportunity being seized in Francophone Af...
Is the local content and service  opportunity being seized in  Francophone Af...Is the local content and service  opportunity being seized in  Francophone Af...
Is the local content and service opportunity being seized in Francophone Af...jean-patrick EHOUMAN
 
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...Christopher Billich
 
Mobilni Internet - Milan Markov - biZbuZZ 2011
Mobilni Internet - Milan Markov - biZbuZZ 2011Mobilni Internet - Milan Markov - biZbuZZ 2011
Mobilni Internet - Milan Markov - biZbuZZ 2011biZbuZZ
 
Making mobile click in Africa, Hallman
Making mobile click in Africa, HallmanMaking mobile click in Africa, Hallman
Making mobile click in Africa, HallmanWAN-IFRA
 

What's hot (20)

Camerjam mobile travel masterclass adfonic
Camerjam mobile travel masterclass adfonicCamerjam mobile travel masterclass adfonic
Camerjam mobile travel masterclass adfonic
 
Wellington, May 2008 Final Version
Wellington, May 2008   Final VersionWellington, May 2008   Final Version
Wellington, May 2008 Final Version
 
Eterno product suite
Eterno product suiteEterno product suite
Eterno product suite
 
Vietnam mobile day 2012 platform mo va ung dung de phat trien mang xa hoi m...
Vietnam mobile day 2012   platform mo va ung dung de phat trien mang xa hoi m...Vietnam mobile day 2012   platform mo va ung dung de phat trien mang xa hoi m...
Vietnam mobile day 2012 platform mo va ung dung de phat trien mang xa hoi m...
 
Mobile Marketing Slides
Mobile Marketing SlidesMobile Marketing Slides
Mobile Marketing Slides
 
Presentation at Milagrow SME Conference
Presentation at Milagrow SME ConferencePresentation at Milagrow SME Conference
Presentation at Milagrow SME Conference
 
Rajesh's Web 2.0 Summit Presentation
Rajesh's Web 2.0 Summit PresentationRajesh's Web 2.0 Summit Presentation
Rajesh's Web 2.0 Summit Presentation
 
Mobile marketing summit3_v11a
Mobile marketing summit3_v11aMobile marketing summit3_v11a
Mobile marketing summit3_v11a
 
Presentation on mobile phones
Presentation on mobile phonesPresentation on mobile phones
Presentation on mobile phones
 
Cellphones
CellphonesCellphones
Cellphones
 
2010 7 6 mindshare mobile landscape v4.0
2010 7 6 mindshare mobile landscape v4.02010 7 6 mindshare mobile landscape v4.0
2010 7 6 mindshare mobile landscape v4.0
 
Evolution of Cell Phone and Tedrad Model
Evolution of Cell Phone and Tedrad ModelEvolution of Cell Phone and Tedrad Model
Evolution of Cell Phone and Tedrad Model
 
(When) Will mobile be adopted as the platform of choice for marketers in East...
(When) Will mobile be adopted as the platform of choice for marketers in East...(When) Will mobile be adopted as the platform of choice for marketers in East...
(When) Will mobile be adopted as the platform of choice for marketers in East...
 
The Evolution of the Cell Phone
The Evolution of the Cell PhoneThe Evolution of the Cell Phone
The Evolution of the Cell Phone
 
The Year Of Mobile
The Year Of MobileThe Year Of Mobile
The Year Of Mobile
 
Mobile phone: Evolution to Revolution
Mobile phone: Evolution to RevolutionMobile phone: Evolution to Revolution
Mobile phone: Evolution to Revolution
 
Is the local content and service opportunity being seized in Francophone Af...
Is the local content and service  opportunity being seized in  Francophone Af...Is the local content and service  opportunity being seized in  Francophone Af...
Is the local content and service opportunity being seized in Francophone Af...
 
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands ...
 
Mobilni Internet - Milan Markov - biZbuZZ 2011
Mobilni Internet - Milan Markov - biZbuZZ 2011Mobilni Internet - Milan Markov - biZbuZZ 2011
Mobilni Internet - Milan Markov - biZbuZZ 2011
 
Making mobile click in Africa, Hallman
Making mobile click in Africa, HallmanMaking mobile click in Africa, Hallman
Making mobile click in Africa, Hallman
 

Similar to Mobile Web East Africav2 Ms07 Pdf

Mobile Commerce Summit Asia 2010
Mobile Commerce Summit Asia 2010Mobile Commerce Summit Asia 2010
Mobile Commerce Summit Asia 2010John Owens
 
Mobile Marketing UK & Africa 2010 snapsot
Mobile Marketing UK & Africa 2010 snapsotMobile Marketing UK & Africa 2010 snapsot
Mobile Marketing UK & Africa 2010 snapsotMo Lishomwa
 
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertisingSomo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertisingInfluence People
 
Wireless Devices, Africa, And Public Policy - Kenneth Brown
Wireless Devices, Africa, And Public Policy - Kenneth BrownWireless Devices, Africa, And Public Policy - Kenneth Brown
Wireless Devices, Africa, And Public Policy - Kenneth BrownCrisisCommons
 
Monetizing indonesia internet & Mobile
Monetizing indonesia internet & MobileMonetizing indonesia internet & Mobile
Monetizing indonesia internet & MobileAndi Boediman
 
Mobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMoses Kemibaro
 
Mobiles and International Development PDG 5 Nov 09
Mobiles and International Development PDG 5 Nov 09Mobiles and International Development PDG 5 Nov 09
Mobiles and International Development PDG 5 Nov 09Paul Goodman
 
Taking Your Website Mobile
Taking Your Website MobileTaking Your Website Mobile
Taking Your Website Mobilenijsitecore
 
Mobile Samir
Mobile SamirMobile Samir
Mobile Samirvikasisms
 
R. gonye devices as enablers of access - techzim
R. gonye   devices as enablers of access - techzimR. gonye   devices as enablers of access - techzim
R. gonye devices as enablers of access - techzimtechzimslides
 
Ericsson ConsumerLab: Bridging the Digital Divide
Ericsson ConsumerLab: Bridging the Digital DivideEricsson ConsumerLab: Bridging the Digital Divide
Ericsson ConsumerLab: Bridging the Digital DivideEricsson
 
New Technology Lecture L17 The Mobile Revolution
New Technology Lecture L17 The Mobile RevolutionNew Technology Lecture L17 The Mobile Revolution
New Technology Lecture L17 The Mobile RevolutionÓlafur Andri Ragnarsson
 
Mobile Marketing for Local Businesses
Mobile Marketing for Local BusinessesMobile Marketing for Local Businesses
Mobile Marketing for Local BusinessesSpears Marketing
 
Mobile culture in 21st century
Mobile culture in 21st centuryMobile culture in 21st century
Mobile culture in 21st centuryTarana Tarana
 
Recommendation for mobile companies to win in mea region
Recommendation for mobile companies to win in mea regionRecommendation for mobile companies to win in mea region
Recommendation for mobile companies to win in mea regionSarfaraz Syed
 
Media And Mode Of Communications
Media And Mode Of CommunicationsMedia And Mode Of Communications
Media And Mode Of CommunicationsNishit Mehta
 

Similar to Mobile Web East Africav2 Ms07 Pdf (20)

Mobile Commerce Summit Asia 2010
Mobile Commerce Summit Asia 2010Mobile Commerce Summit Asia 2010
Mobile Commerce Summit Asia 2010
 
Mobile Marketing UK & Africa 2010 snapsot
Mobile Marketing UK & Africa 2010 snapsotMobile Marketing UK & Africa 2010 snapsot
Mobile Marketing UK & Africa 2010 snapsot
 
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertisingSomo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
 
Mobile input lukew
Mobile input lukewMobile input lukew
Mobile input lukew
 
Wireless Devices, Africa, And Public Policy - Kenneth Brown
Wireless Devices, Africa, And Public Policy - Kenneth BrownWireless Devices, Africa, And Public Policy - Kenneth Brown
Wireless Devices, Africa, And Public Policy - Kenneth Brown
 
Monetizing indonesia internet & Mobile
Monetizing indonesia internet & MobileMonetizing indonesia internet & Mobile
Monetizing indonesia internet & Mobile
 
Mobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key IngredientsMobile Web Marketing Campaigns - Evaluating The Key Ingredients
Mobile Web Marketing Campaigns - Evaluating The Key Ingredients
 
Mobiles and International Development PDG 5 Nov 09
Mobiles and International Development PDG 5 Nov 09Mobiles and International Development PDG 5 Nov 09
Mobiles and International Development PDG 5 Nov 09
 
Taking Your Website Mobile
Taking Your Website MobileTaking Your Website Mobile
Taking Your Website Mobile
 
Monetising Mobile 2: Buzz City
Monetising Mobile 2: Buzz CityMonetising Mobile 2: Buzz City
Monetising Mobile 2: Buzz City
 
Roadshow asia buzz city
Roadshow asia buzz cityRoadshow asia buzz city
Roadshow asia buzz city
 
Mobile Samir
Mobile SamirMobile Samir
Mobile Samir
 
R. gonye devices as enablers of access - techzim
R. gonye   devices as enablers of access - techzimR. gonye   devices as enablers of access - techzim
R. gonye devices as enablers of access - techzim
 
Keydev james hilton
Keydev james hiltonKeydev james hilton
Keydev james hilton
 
Ericsson ConsumerLab: Bridging the Digital Divide
Ericsson ConsumerLab: Bridging the Digital DivideEricsson ConsumerLab: Bridging the Digital Divide
Ericsson ConsumerLab: Bridging the Digital Divide
 
New Technology Lecture L17 The Mobile Revolution
New Technology Lecture L17 The Mobile RevolutionNew Technology Lecture L17 The Mobile Revolution
New Technology Lecture L17 The Mobile Revolution
 
Mobile Marketing for Local Businesses
Mobile Marketing for Local BusinessesMobile Marketing for Local Businesses
Mobile Marketing for Local Businesses
 
Mobile culture in 21st century
Mobile culture in 21st centuryMobile culture in 21st century
Mobile culture in 21st century
 
Recommendation for mobile companies to win in mea region
Recommendation for mobile companies to win in mea regionRecommendation for mobile companies to win in mea region
Recommendation for mobile companies to win in mea region
 
Media And Mode Of Communications
Media And Mode Of CommunicationsMedia And Mode Of Communications
Media And Mode Of Communications
 

More from Rick Joubert

Social Exchange in a connected world
Social Exchange in a connected worldSocial Exchange in a connected world
Social Exchange in a connected worldRick Joubert
 
AMPS Mobile Phone Usage Overview - MMA, South Africa
AMPS Mobile Phone Usage Overview - MMA, South AfricaAMPS Mobile Phone Usage Overview - MMA, South Africa
AMPS Mobile Phone Usage Overview - MMA, South AfricaRick Joubert
 
M M A Government Briefing 031109
M M A  Government Briefing 031109M M A  Government Briefing 031109
M M A Government Briefing 031109Rick Joubert
 
RSA Digital Marketing Overview
RSA Digital Marketing OverviewRSA Digital Marketing Overview
RSA Digital Marketing OverviewRick Joubert
 
MMA South Africa Workplan
MMA South Africa WorkplanMMA South Africa Workplan
MMA South Africa WorkplanRick Joubert
 
2nd Annual Mobile Marketing Summit
2nd Annual Mobile Marketing Summit2nd Annual Mobile Marketing Summit
2nd Annual Mobile Marketing SummitRick Joubert
 

More from Rick Joubert (7)

Social Exchange in a connected world
Social Exchange in a connected worldSocial Exchange in a connected world
Social Exchange in a connected world
 
AMPS Mobile Phone Usage Overview - MMA, South Africa
AMPS Mobile Phone Usage Overview - MMA, South AfricaAMPS Mobile Phone Usage Overview - MMA, South Africa
AMPS Mobile Phone Usage Overview - MMA, South Africa
 
M M A Government Briefing 031109
M M A  Government Briefing 031109M M A  Government Briefing 031109
M M A Government Briefing 031109
 
RSA Digital Marketing Overview
RSA Digital Marketing OverviewRSA Digital Marketing Overview
RSA Digital Marketing Overview
 
MMA South Africa Workplan
MMA South Africa WorkplanMMA South Africa Workplan
MMA South Africa Workplan
 
2nd Annual Mobile Marketing Summit
2nd Annual Mobile Marketing Summit2nd Annual Mobile Marketing Summit
2nd Annual Mobile Marketing Summit
 
5principles
5principles5principles
5principles
 

Recently uploaded

GD Birla and his contribution in management
GD Birla and his contribution in managementGD Birla and his contribution in management
GD Birla and his contribution in managementchhavia330
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableDipal Arora
 
Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...
Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...
Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...lizamodels9
 
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999Tina Ji
 
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service DewasVip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewasmakika9823
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis:  Simple Linear Regression Multiple Linear RegressionRegression analysis:  Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRavindra Nath Shukla
 
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130  Available With RoomVIP Kolkata Call Girl Howrah 👉 8250192130  Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Roomdivyansh0kumar0
 
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurVIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurSuhani Kapoor
 
7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...Paul Menig
 
M.C Lodges -- Guest House in Jhang.
M.C Lodges --  Guest House in Jhang.M.C Lodges --  Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.Aaiza Hassan
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Dipal Arora
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageMatteo Carbone
 
Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Tech Startup Growth Hacking 101  - Basics on Growth MarketingTech Startup Growth Hacking 101  - Basics on Growth Marketing
Tech Startup Growth Hacking 101 - Basics on Growth MarketingShawn Pang
 
Progress Report - Oracle Database Analyst Summit
Progress  Report - Oracle Database Analyst SummitProgress  Report - Oracle Database Analyst Summit
Progress Report - Oracle Database Analyst SummitHolger Mueller
 
BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,
BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,
BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,noida100girls
 
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Keppel Ltd. 1Q 2024 Business Update  Presentation SlidesKeppel Ltd. 1Q 2024 Business Update  Presentation Slides
Keppel Ltd. 1Q 2024 Business Update Presentation SlidesKeppelCorporation
 
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsCash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsApsara Of India
 
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...lizamodels9
 

Recently uploaded (20)

GD Birla and his contribution in management
GD Birla and his contribution in managementGD Birla and his contribution in management
GD Birla and his contribution in management
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
 
Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...
Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...
Lowrate Call Girls In Sector 18 Noida ❤️8860477959 Escorts 100% Genuine Servi...
 
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
 
Best Practices for Implementing an External Recruiting Partnership
Best Practices for Implementing an External Recruiting PartnershipBest Practices for Implementing an External Recruiting Partnership
Best Practices for Implementing an External Recruiting Partnership
 
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service DewasVip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis:  Simple Linear Regression Multiple Linear RegressionRegression analysis:  Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
 
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130  Available With RoomVIP Kolkata Call Girl Howrah 👉 8250192130  Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
 
KestrelPro Flyer Japan IT Week 2024 (English)
KestrelPro Flyer Japan IT Week 2024 (English)KestrelPro Flyer Japan IT Week 2024 (English)
KestrelPro Flyer Japan IT Week 2024 (English)
 
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurVIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
 
7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...
 
M.C Lodges -- Guest House in Jhang.
M.C Lodges --  Guest House in Jhang.M.C Lodges --  Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
 
Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Tech Startup Growth Hacking 101  - Basics on Growth MarketingTech Startup Growth Hacking 101  - Basics on Growth Marketing
Tech Startup Growth Hacking 101 - Basics on Growth Marketing
 
Progress Report - Oracle Database Analyst Summit
Progress  Report - Oracle Database Analyst SummitProgress  Report - Oracle Database Analyst Summit
Progress Report - Oracle Database Analyst Summit
 
BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,
BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,
BEST Call Girls In Old Faridabad ✨ 9773824855 ✨ Escorts Service In Delhi Ncr,
 
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Keppel Ltd. 1Q 2024 Business Update  Presentation SlidesKeppel Ltd. 1Q 2024 Business Update  Presentation Slides
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
 
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsCash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
 
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
 

Mobile Web East Africav2 Ms07 Pdf

  • 1. Mobile Web East Africa 3 February 2010, Nairobi, Kenya Rick Joubert www.rickjoubert.com
  • 2. The mobile phone is the most ubiquitous consumer technology on earth #2 = FM Radio (3.9 Billion)
  • 3. Business model / process impacts 1. Financial services 2. Music / Gaming 3. Photographic Industry 4. Navigation industry 5. Time piece industry 6. Hardware 7. Software 8. Web Coming soon 1. Health care 2. Government 3. Publishing
  • 4. Access: Population Population in SA with entertainment / communication technology in their household AMPS
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. www Web users, RSA* 5 Million unique 11% •Arthur Goldstuck, World Wide Worx
  • 10. Mobile Web, RSA 10.1 Million unique mobile web users* (less than 30% have access to the PC Web) •Strategy Analytics
  • 11.
  • 12. “Mobile Web” definition tiers* Tier 1 The WAP Internet Tier 2 The mobile application Internet Tier 3 Web browsing on phone * Goldstuck/Joubert
  • 13. Access: Population Population in SA with entertainment / communication technology in their household AMPS
  • 14.
  • 15. • $300 million p.a. • 2000 films p.a. • $30K budget per film • Average film sells 50K disks at a price of $2
  • 16. DVD player shipment by region Source: “In-Stat”
  • 17. AdMob Mobile Metrics: August 2009 (ads called from the AdMob network) - Apple iPhone = number 1 handset on every continent in the world… - Except……
  • 18. AdMob Mobile Metrics (ads called from the AdMob network) - Apple iPhone = number 1 handset on every continent in the world… - Except…… - Africa! - Africa: no1 = Nokia 3110, no2 = Samsung E250
  • 19. “Internet” access channels PC Web SMS Smartphone access to PC Web USSD Mobile applications Voice Mobile Web (WAP)
  • 20. Driving forces • Growth in data networks & coverage • Mobile data access charges • Content! • + handsets - price • Compliments – e.g. Mobile Wallets
  • 21. Business model/monetisation • Commerce • Transactions / financial services • Content • Advertising
  • 22. Positioning map of users of various media Age and Income Source: AMPS 2009 A
  • 23. 7th Mass Medium Print Recording Cinema Radio TV Internet Mobile
  • 24. US Internet ad spend
  • 26. 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
  • 27. In developing markets mobile is the FIRST screen (and often the only screen)
  • 28. 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
  • 29. “..available at the point of creative inspiration…”
  • 30.
  • 31.
  • 32. The consumer will press 1 for more information and receive an SMS back with a link to the SA Unite portal.
  • 33. 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
  • 34.
  • 35. Suzan calls Mike Ring She expects to hear Suzan listens to the Ring a ringing tone superimposed but hears an advertising ring advertising Tone 3-8 message instead seconds Now Playing 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.
  • 36. In South Africa advertising agencies are beginning to GET IT
  • 37. 37 Agencies getting involved It is an area of massive potential in this market and we have invested resources because I believe OMD needs to take a leading role as the largest media agency in SA.” Josh Dovey CEO, OMD
  • 38. Size of the prize? Continental Africa: $8 Billion p.a. advertising spend* *estimate based on multiple sources including EIU, WARC and World Fact Book
  • 39. What will be spent on rate carded Mobile Advertising in RSA in 2010? $50 Million* *personal estimate (not yet validated by MMA) * Excludes push messaging and integrated mobile response