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LITTLE	
  	
  
T H E 	
   B I G	
  	
  


SCREEN	
  
Mobile’s	
  the	
  African	
  channel	
  	
  	
  	
  
You	
  can’t	
  argue	
  with	
  facts!	
  


                                           @+mprezence	
  
More	
  sim	
  cards	
  in	
  SA	
  than	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  the	
  enAre	
  SA	
  populaAon!	
  
                          45	
  million	
  +	
  handsets	
  

Nearly	
  1.25	
  million	
  handsets	
  	
  	
  	
  
	
  	
  	
  are	
  sold	
  every	
  month	
  in	
  SA	
  
                                                   @+mprezence	
  
In	
  Africa,	
  more	
  people	
  have	
  	
  
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  access	
  to	
  cellphones...	
  
  	
  
  	
  
  than	
  drinking	
  water!	
  	
  
…and	
  by	
  2020,	
  everyone	
  in	
  Africa	
  will	
  own	
  a	
  cellphone!	
  
                                                                           @+mprezence	
  
REALITY:	
  Who	
  is	
  buying	
  what	
  in	
  SA	
  


                                                                           47%	
  

                                                                           17%	
  
                                                                               14%	
  
                                                                             13%	
  

OTHER	
  OTHER	
  OTHER	
  OTHER	
  OTHER	
  OTHER	
  OTHER	
  OTHER	
     8%	
  
            Less	
  than	
  1%	
     	
  	
  	
  All	
  Device	
  Types	
  
                                                                           @+mprezence	
  
Who	
  owns	
  what	
  in	
  SA?	
  	
  
45,0%	
                                                                                                                        SMARTPHONE	
  	
  
40,0%	
  
               39,8%	
                                                                                                         	
  14%	
  (7	
  million)	
  
                                                                                                                               	
  
35,0%	
                                                                                                                        	
  
                                                                                                                               	
  
                            29,9%	
  
30,0%	
                                                                                                                        	
  
                                                                                                                               	
  
25,0%	
                                                                                                                        	
  
                                                                                                                               	
  
20,0%	
  
                                                                                   Samsung	
  29.9%	
                                     	
  
15,0%	
  
                                          Nokia	
  	
  3	
  9.8%	
  	
  	
  	
  	
  5m+	
  E250s!!!!	
   Blackberry	
  
                                          	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                          5m+	
  Nokia	
  M.E	
  	
  	
  	
  (SAll	
  selling!)	
                                         represents	
  half	
  of	
  	
  
10,0%	
  
                                                 7,7%	
  
                                                                                                                                          all	
  SmartPhones	
  	
  
                                                                                           5,9%	
  
                                                                                                                                 4,6%	
  
                                                                                                                                          (+-­‐	
  3.5m)	
  
 5,0%	
                                                                                        3,0%	
  
                                                                                                               2,0%	
  
                                                                                                                                  0,9%	
           0,8%	
        0,4%	
  
 0,0%	
  
               Nokia	
     Samsung	
     SonyEricsson	
        LG	
           RIM	
         Motorola	
         Apple	
                HTC	
     Openwave	
      MAUI	
  

            In	
  SA,	
  56%	
  want	
  a	
  Nokia	
  as	
  their	
  next	
  phone!	
  (Nielsen)	
  
                                                                                                                                                         @+mprezence	
  
Mobile	
  web	
  data	
  usage...	
  	
  
When	
  are	
  S.Africans	
  using	
  it?	
  


                                      @+mprezence	
  
South	
  African	
  Mobile	
  (Data)	
  Usage	
                                             	
  


24	
  hours	
  a	
  day!	
  –	
  Except	
  Dinner                             *Source	
  -­‐	
  TNSGlobal	
  




    SA	
  is	
  the	
  4th	
  largest	
  mobile	
  data	
  user	
  worldwide!	
  
                                                                                        @+mprezence	
  
14	
  million	
  on	
  mobile	
  web	
  	
  	
  	
  	
  	
  	
  	
  
                   *Admob	
  /	
  Nielsson	
  




	
  	
  	
  6	
  million	
  on	
  desktop	
  web	
  
       *DMMA	
  




Only	
  a	
  4	
  million	
  cross-­‐over	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  =	
  10	
  million	
  new	
  people!	
  

                                                       @+mprezence	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  has	
  spoken!	
  
	
  	
  	
  	
  	
  	
  ...the	
  numbers	
  say	
  it	
  all	
  


                                                                                  @+mprezence	
  
Mobile	
  Search	
  -­‐	
  rapid	
  growth	
  in	
  SA	
                                                         	
  

 65%	
  of	
  all	
  Google	
  Searches	
  are	
  done	
  from	
  a	
  mobile	
  	
  
 device	
  during	
  the	
  weekend	
  in	
  South	
  Africa!	
  
 120	
  
                             Mobile	
  Search	
            Web	
  Search	
  
 100	
  

   80	
               mobile        	
   25%
                                      	
            	
                                                 65%	
  
   60	
  
                                                                                 mobile  	
     	
  


   40	
  

   20	
               desktop	
                                                 desktop	
  
     0	
  
                   Weekdays	
                                                  Weekend	
  
                                                                                                            @+mprezence	
  
The	
  Featurephone	
  	
  
is	
  king	
  –	
  by	
  far!	
  
(What	
  the	
  hell	
  is	
  a	
  	
  
Feature-­‐phone?)	
  


One	
  of	
  these…	
  
With…	
  Mobi,	
  USSD,	
  Radio,	
  	
  
Torch,	
  SMS/MMS,	
  Video,	
  Audio	
  
                                            @+mprezence	
  
59%	
  of	
  SA	
  Mobile	
  users	
  
	
  …have	
  purchased	
  content	
  

Keep	
  1	
  screen	
  in	
  your	
  life?	
  	
  	
  	
  	
  
	
  	
  …67%	
  said	
  mobile	
  (TV	
  =	
  2%)	
  

                                                   @+mprezence	
  
So	
  who	
  are	
  these	
  mobile	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  web	
  (mobi)	
  users	
  in	
  SA?	
  


                                                            @+mprezence	
  
South	
  African	
  Mobile	
  Web	
  users	
  LSM                                                      	
  



 LSM 10


  LSM 9


  LSM 8
                                                             LSM	
  6	
  	
  Black	
  mid	
  20’s,	
  	
  
  LSM 7
                                                             Slight	
  Male	
  skew	
  
  LSM 6


  LSM 5


  LSM 4


LSM 1 -3


           0%                    5%              10%   15%       20%              25%              30%

      *	
  Source	
  Admob	
  July	
  2010	
  
                                                                                            @+mprezence	
  
Mobile	
  is	
  the	
  most	
  pervasive	
  
	
  	
  	
  	
  medium	
  -­‐	
  reach	
  everyone!	
  


                                               @+mprezence	
  
Touching	
  the	
  Masses	
  –	
  OPPORTUNITY!                                                      	
  




                                     STER	
  KINEKOR	
  
                                     Select	
  OpUons	
  
                                     1	
  –	
  View	
  Movies	
  
                                     2	
  –	
  My	
  Cinema	
  
                                     3	
  –	
  Book	
  Movie	
  
                                     4	
  –	
  My	
  profile	
  
                                     -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐
                                     Reply	
  




                                                                 @+mprezence	
  
What	
  exactly	
  is	
  a	
  ‘Mobi’	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
device	
  actually	
  defined	
  as?	
  


                                                             @+mprezence	
  
7500+	
  of	
  these....	
  




                       A	
  non-­‐desktop	
  device,	
  that	
  due	
  
                       to	
  its	
  size	
  and	
  context	
  of	
  use,	
  
                       needs	
  to	
  be	
  treated	
  differently	
  
                                                                @+mprezence	
  
The	
  first	
  consideraAons	
  
(especially	
  in	
  Africa)	
  	
  	
  Speed	
  and	
  cost	
  




                                                         @+mprezence	
  
CONSIDERATIONS	
  	
  DATA	
  COSTS	
  
A	
  Pay	
  as	
  You	
  Go	
  society	
  in	
  SA	
  means	
  your	
  mobi	
  
site	
  costs	
  users	
  VERY	
  VISIBLE	
  Rands	
  and	
  Cents	
  




Only	
  deliver	
  the	
  content	
  they	
  need	
  or	
  ask	
  for!	
  
 R2.00	
  per	
  Mb	
  for	
  most	
  Pay	
  as	
  You	
  Go	
  customers	
  
 Lower	
  rates	
  are	
  available	
  for	
  bundles	
  or	
  contract	
  	
  customers	
  

                                                                                 @lyneReanthony	
  
BUT…	
  Mobile	
  web	
  is	
  not	
  as	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  expensive	
  as	
  you	
  think!	
  


                                                   @+mprezence	
  
Greater,	
  richer	
  interacAve	
  	
  	
  	
  	
  
experience	
  for	
  lille	
  cost                               	
  


                        19kb	
  with	
  images	
  =	
  
                        3.7c	
  per	
  page	
  
                        	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  V	
  
                         Sms	
  your	
  name	
  to	
  33008	
  and	
  
                         win.	
  Sms’s	
  cost	
  R1.50	
  	
  
                         Equivalent	
  cost	
  experience	
  on	
  Mobi	
  ?	
  
                         40	
  mobi	
  site	
  pages!	
  
85%	
  prepaid	
  users	
  in	
  SA…	
  Africa	
  =	
  98%	
  
For	
  good	
  mobile	
  UX	
  in	
  Africa	
  
	
  	
  	
  	
  	
  	
  	
  	
  …Size	
  is	
  very	
  important!	
  
	
                                  Our	
  phones	
  are	
  all	
  so	
  different!	
  
 	
  



                                                                          @lyneReanthony	
  
Unlike	
  web:	
  One	
  size	
  does	
  not	
  fit	
  all!                                                	
  


  If	
  you	
  build	
  your	
  mobi	
  to	
  cater	
  for	
  small	
  phones...	
  




                                         Samsung	
  E250	
  	
  -­‐	
  128	
  pixels	
  wide	
  
                                                                                                   @+mprezence	
  
One	
  size	
  does	
  not	
  fit	
  all!         	
  


                           It	
  is	
  unusable	
  on	
  larger	
  ones!	
  




                ?	
  
                                                                    ?	
  
                                  WTF!!!!	
  
                                  I	
  s	
  that	
  a	
  car?	
  


                                  Blackberry	
  9000	
  -­‐	
  480	
  pixels	
  wide	
  
                                                                                  @+mprezence	
  
One	
  size	
  does	
  not	
  fit	
  all!          	
  


                        If	
  you	
  build	
  for	
  larger	
  phones...	
  




                                   Blackberry	
  9000	
  -­‐	
  480	
  pixels	
  wide	
  
                                                                                   @+mprezence	
  
One	
  size	
  does	
  not	
  fit	
  all!                       	
  


   It	
  will	
  be	
  very	
  difficult	
  to	
  use	
  on	
  the	
  smaller	
  ones!	
  




                                              Wow!	
  
                                              I	
  can	
  see	
  a	
  cloud!	
  


                                           Samsung	
  E250	
  	
  -­‐	
  128	
  pixels	
  wide	
  
                                                                                                     @+mprezence	
  
One	
  size	
  does	
  not	
  fit	
  all!               	
  


          If	
  you	
  design	
  for	
  the	
  average	
  sized	
  phone...	
  




                                         LG	
  K360	
  -­‐	
  240	
  pixels	
  wide	
  
                                                                                          @+mprezence	
  
One	
  size	
  does	
  not	
  fit	
  all!    	
  


                         It	
  won’t	
  be	
  an	
  ideal	
  experience	
  
                         for	
  anyone	
  else!	
  




                                                                 @+mprezence	
  
Mobi	
  building	
  is	
  different	
  
	
  	
  It	
  is	
  not	
  the	
  same	
  as	
  web!	
  


                                                 @+mprezence	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Web	
  UX	
  
                    	
   	
   	
  	
  
	
  
                    	
   	
  	
  `	
  
	
   As	
  opposed	
  to…	
  
	
  Mobile	
  UX	
  	
  
                                                                                                                     @lyneReanthony	
  
S*%T	
  -­‐	
  The	
  problems	
  of	
  mobi	
  design                           	
  




No	
  space,	
  7500	
  devices	
  (more	
  variants)	
  crude	
  input	
  controls	
  
                                                                            @+mprezence	
  
There	
  are	
  many	
  challenges	
  	
  
	
  	
  	
  when	
  building	
  for	
  mobile	
  


                                          @+mprezence	
  
So	
  many	
  devices	
  
So	
  many	
  screen	
  sizes	
  
So	
  many	
  browser	
  types	
  
So	
  many	
  file	
  formats	
  
So	
  many	
  device	
  manufacturers	
  
So	
  many	
  connecAon	
  speeds	
  
So	
  many	
  plaiorms	
  and	
  op	
  systems
      	
   	
      	
  	
  	
  	
  	
  	
  	
  	
  Touch	
  or	
  cursor	
  
inputs...	
                  So	
  much	
  to	
  deal	
  with	
  before	
  we	
  
                              even	
  start	
  considering	
  the	
  design!	
  
                                                                          @+mprezence	
  
Mobilising	
  the	
  masses...	
  
	
  	
  We	
  start	
  with	
  technology	
  


                                        @+mprezence	
  
7500+	
  different	
  devices	
  =
                                            HCA	
  
                                    	
  

                7500	
  mobi	
  sites?	
  
                                           Handset	
  Content	
  	
  
                                               Adapta+on	
  




                                                         @+mprezence	
  
Deliver	
  perfect	
  experiences	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  ...regardless	
  of	
  handset	
  


                                               @+mprezence	
  
Streaming	
  Video	
  to	
  all–	
  Now	
  on	
  mobile!	
  




                  Compelling,	
  EmoAve	
  &	
  straight	
  to	
  the	
  point.	
  
                  A	
  ‘moving’	
  picture	
  paints	
  2000	
  words!	
  

                                                                      @+mprezence	
  
So	
  that’s	
  some	
  technology	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...what	
  else	
  is	
  there?	
  


                                                                     @+mprezence	
  
Your	
  Target	
  Audience?	
  
                      Everyone!	
  



 Consider	
  those	
  who	
  have	
  limited	
  mobile	
  experience	
  -­‐	
  educa+on	
  
 Consider	
  those	
  who	
  have	
  lower	
  literacy	
  capabili+es	
  -­‐	
  intui+ve	
  
 Consider	
  those	
  who	
  want	
  the	
  basic	
  informa+on	
  –	
  FAST	
  -­‐	
  snack	
  
 Consider	
  those	
  who	
  are	
  demanding	
  and	
  want	
  loads	
  -­‐	
  expand	
  
                                                                                   @+mprezence	
  
The	
  mobile	
  user...	
  meet	
  him!	
  
                                     (or	
  her)	
  




On	
  the	
  move,	
  watching	
  TV,	
  always	
  on,	
  mulA-­‐
tasker,	
  mulA-­‐persona,	
  he	
  is	
  the	
  same	
  as	
  you!	
  
(assume	
  nothing...	
  he	
  may	
  also	
  have	
  a	
  crap	
  phone)	
  
                                                                    @+mprezence	
  
And	
  it	
  is	
  this	
  guy…!	
  




                                       @+mprezence	
  
And	
  don’t	
  	
  
forget	
  	
  
him!	
  




                       @+mprezence	
  
He	
  booked	
  for	
  Coldplay	
  on	
  his	
  mobile	
  and	
  did	
  the	
  
mobile	
  mexican	
  wave	
  (along	
  with	
  50,000	
  others!)	
  
...always	
  with	
  him,	
  always	
  on	
  and	
  does	
  everything	
  
                                                                    @+mprezence	
  
CONTEXT	
  is	
  KING	
  in	
  mobile	
  
	
  	
  	
  	
  which	
  determines	
  content	
  



                                           @+mprezence	
  
‘MOBILE’	
  also	
  describes	
  the	
  user...	
  




  A	
  MOBILE	
  user’s	
  circumstances	
  and	
  situa+on	
  vary.	
  Content	
  
becomes	
  less	
  relevant	
  if	
  we	
  ignore	
  the	
  CONTEXT	
  of	
  the	
  viewer!	
  




                                                                                   @+mprezence	
  
21%	
  males	
  and	
  12%	
  females	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  use	
  their	
  iPad	
  on	
  the	
  loo!	
  




                                                    @+mprezence	
  
Remember	
  context?	
  I’m	
  mobile!	
  
                   • 	
  Browsing	
  one	
  handed	
  (coffee)	
  
                   • 	
  In	
  a	
  queue	
  and	
  wants	
  to	
  jump	
  it	
  
                   • 	
  Watching	
  TV	
  and	
  wan+ng	
  to	
  engage	
  
                   • 	
  Lost	
  and	
  needing	
  fast	
  direc+ons	
  
                   • 	
  Want	
  to	
  find	
  cool	
  stuff	
  near	
  me	
  
                   • 	
  Product	
  research	
  and	
  comparison	
  
                   • 	
  Want	
  to	
  engage	
  with	
  your	
  brand	
  	
  
                   • 	
  WANT	
  TO	
  SHARE	
  AND	
  TALK!	
  
                   	
  	
  CONSIDER	
  WHERE	
  AND	
  WHY!	
  




                                                                    @+mprezence	
  
Mobi	
  design	
  =	
  organising	
  a	
  Any	
  desk              	
  




                     Place	
  the	
  most	
  important	
  things	
  
                         close	
  by	
  and	
  work	
  outwards	
  
                                                           @+mprezence	
  
Hierarchy	
  design	
  	
  compu+cket.mobi                                                                                                                                                  	
  


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                                                                                                                        GEO	
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 TERMS+CONS	
  
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                                                        MAIN	
  	
   EVENTS	
  
                                                       ACTION	
                                 LESS	
  IMPORTANT	
  
                                  LESS	
  IMPORTANT	
   AREA	
   SEARCH	
  ALL	
  
                                                                               EVENTS	
  

                                                                     EVENT	
  DETAIL	
  
                                                                     BOOKING	
  DETAIL	
  


                                                                    BUS/TRAVEL	
  	
  
                                                                       HOME	
  PAGE	
  
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                                                          VEL	
  
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                                                      T.	
  PA          ERS	
  
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                                                                     GES        	
  
                                                                        	
  



                                                                        CALL	
  US	
  
                                                                      CLICK	
  TO	
  CALL	
  


                                                                                                                                                                                     @+mprezence	
  
UX:	
  Make	
  clicks	
  meaningful	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...use	
  AcAon	
  Areas	
  


                                                                    @+mprezence	
  
Where	
  am	
  I?	
  I	
  am	
  sure	
  I	
  just	
  clicked!                                                     	
  

  Build	
  informaAon	
  	
  ‘above	
  the	
  fold’	
  to	
  make	
  sure	
  the	
  user	
  knows	
  where	
  
  they	
  are...	
  	
  Show	
  change	
  to	
  the	
  user	
  in	
  ‘AcAon	
  Areas’	
  (Visible	
  Screen)	
  




                                                                                               Top	
  menus	
  




                                                                                         No	
  obvious	
  change	
  
 Each	
  click	
  shows	
  a	
  clear	
  change	
  on	
  each	
  page	
  refresh	
  
                                                                                         Cursor	
  Nightmare!	
  
@+mprezence	
  
Top	
  Navs:	
  	
  Where	
  is	
  my	
  content?                           	
  




Ensure	
  I	
  can	
  see	
  whatever	
  I	
  just	
  clicked	
  FIRST!	
  
                                                                                     @+mprezence	
  
Power	
  of	
  the	
  web	
  in	
  a	
  simple	
  format	
  
Remember	
  CONTEXT	
  -­‐	
  Make	
  it	
  OBVIOUS	
  AND	
  
EASY...	
  




                                                                 @+mprezence	
  
One	
  very	
  important	
  thing	
  
	
  	
  that	
  is	
  always	
  overlooked	
  


                                        @+mprezence	
  
TOUCH	
  	
  The	
  rules	
  change	
  yet	
  again...	
  
Fingers	
  are	
  not	
  matchsAcks	
  
So	
  leave	
  room!	
  




                                                   @+mprezence	
  
TOUCH	
  	
  What	
  to	
  give	
  your	
  users...	
  
Menu	
  space	
  	
  clickable	
  areas	
  	
  large	
  bulons	
  	
  more	
  links	
  




                                                                            @+mprezence	
  
LocaAon	
  locaAon	
  locaAon	
  	
  
Proximity	
  brings	
  relevance	
  
    (Where	
  I	
  am	
  and	
  where	
  my	
  friends	
  are	
  is	
  important)	
  




                                                                          @+mprezence	
  
LocaAon	
  based	
  brands	
  –	
  network	
  +	
  hardware	
  	
  
                    Mobile	
  markeUng	
  can	
  add	
  more	
  
                    relevance	
  by	
  using	
  locaUon	
  as	
  hooks.	
  	
  
                    	
  




                                                                           Find	
  and	
  interact	
  with	
  
 Augmented	
  reality	
                                                    friends	
  while	
  skiing!	
  
 locaUon	
  SM	
  apps	
                                                   	
  

                                                                                            @+mprezence	
  
The	
  importance	
  of	
  Profiling	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  Recognising	
  your	
  user!	
  
       (and	
  doing	
  something	
  about	
  it!)	
  


                                                     @+mprezence	
  
If	
  you	
  know	
  what	
  makes	
  them	
  Ack...	
  
  MSISDN	
  +	
  PROFILING	
  
                               You	
  can	
  personalise	
  
            USSD	
                                                                    and	
  be	
  RELEVANT	
  


                       XXXXX	
  MOBi:	
  
                       Hi	
  Subusiso	
  
                       Select	
  Op+ons	
                                                       Hi	
  Subusiso	
  
                       1	
  –	
  Register	
                                                     The	
  latest	
  XXX	
  




                                                                                                                               SMS	
  
                       2	
  –	
  News	
  Alerts	
                                               newsleRer	
  is	
  
                       3	
  –	
  Compe++ons	
  
                                                                                                Out!	
  Click	
  HERE	
  
                       4	
  –	
  Refer	
  Friend	
  
                       -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐             or	
  reply	
  and	
  
                       Reply	
                                                                  you	
  could	
  win	
  a	
  
                                                                                                R500	
  voucher	
  




                                                                                                                                         @+mprezence	
  
Mobile	
  is	
  a	
  brand	
  touchpoint	
  
	
  	
  	
  	
  	
  	
  	
  It	
  should	
  look	
  the	
  part!	
  


                                                          @+mprezence	
  
Mobi	
  should	
  leave	
  a	
  great	
  impression                        	
  

                  When	
  built	
  properly,	
  your	
  mobi	
  site	
  
                  will	
  be	
  a	
  perfect	
  brand	
  ambassador	
  




                                                              @+mprezence	
  
Enhancing	
  upwards...	
  
	
  	
  unlock	
  device	
  capabiliAes	
  


                                      @+mprezence	
  
SterKinekor.mobi	
  –	
  For	
  ALL	
  phones!	
  
	
  




                                  Full	
  seat	
  select	
  selec+on	
     Direc+onal	
  mapping	
  
                                   With	
  pinch	
  and	
  zoom	
  
       Op+mised	
  Trailers	
  
                                                                                          @+mprezence	
  
SterKinekor.mobi	
  –	
  Enhanced	
  Features	
  
	
  

       Touch	
  Swipe	
  feature	
  




                                       Geo-­‐loca+on	
  of	
  other	
  	
     Movie	
  recommenda+ons	
  
                                       cinemas	
  near	
  to	
  you!	
  
        Landscape	
  resizing	
  
                                                                                             @+mprezence	
  
So	
  why	
  are	
  great	
  brands	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  gesng	
  it	
  so	
  wrong?	
  


                                                                     @+mprezence	
  
Mobi	
  should	
  not	
  look	
  terrible....                   	
  

                    Who	
  is	
  this	
  aimed	
  at?                       	
  

                    Would	
  they	
  treat	
  print	
  ads	
  like	
  this?	
  




                          Dear	
  CocoPops,	
  If	
  you	
  don’t	
  care	
  
                          about	
  your	
  brand,	
  why	
  should	
  I?	
  
@+mprezence	
  
Ease	
  of	
  Use?	
  Apps	
  should	
  be	
  good!                                                                                             	
  

Dear	
  customer,	
  here	
  is	
  an	
  iPhone	
  app	
  for	
  the	
  chosen	
  few,	
  the	
  
other	
  10m	
  of	
  you	
  can	
  F&^%	
  off	
  and	
  buy	
  a	
  computer!	
  
                                                                Illegible	
  text	
  for	
  criAcal	
  info	
  that	
  I	
  really	
  need	
  to	
  know	
  even	
  on	
  
                                                                one	
  	
  of	
  the	
  easiest	
  platorms	
  to	
  develop	
  and	
  design	
  on!	
  

                                                                	
  
                                                                No	
  common	
  usability	
  /	
  flow	
  
                                                                (some	
  clickable	
  some	
  not)	
  
                                                                	
  
                                                                Too	
  many	
  clicks	
  to	
  get	
  where	
  
                                                                I	
  need	
  to	
  go	
  (up	
  to	
  5)	
  
                                                                	
  
                                                                Core	
  funcAonality	
  links	
  to	
  
                                                                website	
  –	
  No	
  MOBi!..	
  WTF!!	
  
                                                                	
  
                                                                Why	
  do	
  premium	
  SA	
  brands	
  
                                                                think	
  this	
  is	
  acceptable?	
  
                                                                	
  
                                                                SA	
  is	
  a	
  mobile	
  leader.	
  Really?	
  
@+mprezence	
                                                   	
  
Mobile	
  is	
  not	
  brochure-­‐ware	
  
We	
  want	
  funcAonality	
  NOW!	
  


                                   @+mprezence	
  
Mobile	
  for	
  mobile	
  sake	
  Why	
  bother?	
                                         	
  

                     Tech	
  Specs	
  –	
  Missing!	
  
                     Model	
  Colours	
  –	
  can	
  I	
  at	
  least	
  see	
  that?	
  
                     	
  




                                                                               @lyneReanthony	
  
BUT	
  social’s	
  now	
  mobile-­‐	
  Dont	
  Assume!	
  




                               @+mprezence	
  
Social…	
  
Power	
  to	
  the	
  mobile	
  people!	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  …Engaging	
  the	
  NaAon	
  


@lyneReanthony	
                                               @+mprezence	
  
Mobile	
  is	
  Engaging:	
  Facebook,	
  Twiler,	
  
Foursquare,	
  Social…	
  they	
  want	
  it.	
  




(	
  BUT	
  Smartphone	
  focused	
  +	
  High	
  bandwidth/image	
  intensive	
  so	
  expensive	
  to	
  use)	
  
	
  
Gesng	
  it	
  right	
  in	
  Africa:	
  That’s	
  AYOBA	
  
                      “Is	
  the	
  Tswana	
  Derby	
  beKer	
  to	
  
                      watch	
  than	
  the	
  Soweto	
  derby	
  
                      these	
  days?”	
  
                              	
  	
  
                              	
  
                             	
                   Context	
  
                      	
  
                                                  Content	
  
                                                  UGC	
  
                                                  Vo+ng	
  polls	
  
                                                  Commentary	
  
                                                  S+cky	
  Social	
  
                                                  	
  
                                                               @+mprezence	
  
Power	
  of	
  social	
  interacAon:	
  SAckiness	
  
   30	
  

   25	
  

                     page	
  views	
  per	
  unique	
  browser	
  
    20	
  
                     page	
  views	
  per	
  session	
  
     15	
  

     10	
  

        5	
  

            0	
  




                                                                     @+mprezence	
  
So	
  what	
  is...	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Social	
  TV?	
  

@lyneReanthony	
                                        @+mprezence	
  
Social	
  TV	
  
Socialising	
  	
  
and	
  enhancing	
  
the	
  TV	
  	
  
experience…	
  
	
                     What	
  can	
  I	
  do	
  
                       tonight,	
  watch	
  TV	
  	
  
                       or	
  surf	
  facebook?	
  	
  
                       	
  	
  	
  	
  	
  BOTH!	
  
@lyneReanthony	
                                       @+mprezence	
  
Social	
  Media	
  Networks	
  



        Friends	
     BroadcasAng	
           Sharing	
  
           +	
         Commentary	
            visual	
  
        Family	
      (news	
  events)	
     interests	
  


@lyneReanthony	
                                      @+mprezence	
  
Millions	
  of	
  people	
  are	
  
 parAcipaAng	
  in	
  the	
  	
  
 “Dual-­‐screen”	
  experience	
  …	
  	
  
 	
  
 Watching	
  TV	
  while	
  using	
  a	
  
 mobile	
  phone	
  or	
  tablet	
  to	
  
 share	
  via	
  a	
  social	
  media	
  networks	
  
 	
  
@lyneReanthony	
                             @+mprezence	
  
Social	
  TV	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  was	
  one	
  of	
  six	
  top	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  tech	
  trends	
  in	
  2011	
  
	
  
	
  
	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  It’s	
  now	
  here	
  in	
  2012	
  
       @lyneReanthony	
                                       www.wired.co.uk	
                                        @+mprezence	
  
Royal	
  Wedding	
  
       Twiler	
  and	
  Facebook	
  Frenzy	
  
                                             TWITTER	
  2.1	
  milion	
  tweets	
  
                                             #rw2011	
  +	
  #royalwedding	
  
                                             FACEBOOK	
  1.77	
  million	
  
                                             comments	
  “royal	
  wedding”	
  
                                             800K+	
  views	
  of	
  royal	
  
                                             wedding	
  video	
  (T-­‐mobile)	
  
                                             YOUTUBE	
  5000	
  videos	
  
                                             uploaded	
  

@lyneReanthony	
     abcnews.co.com	
  	
  	
  	
  bbc.co.uk	
          @+mprezence	
  
The	
  2nd	
  screen…	
  
What	
  are	
  people	
  doing	
  with	
  it?	
  


                Simultaneous	
                                            Simultaneous	
  
                SMARTPHONE	
  use	
                                    TABLET	
  use	
  while	
  
                while	
  watching	
  TV	
                                  watching	
  TV	
  
                                    www.nielson.com	
  




    Email	
  	
  	
  	
  	
  	
  Engaging	
  with	
  TV	
  related	
  content	
  
   Looking	
  up	
  show	
  info	
  	
  	
  	
  	
  	
  Searching	
  for	
  deals	
  	
  
      Researching	
  TV	
  adverAsed	
  products	
  
@lyneReanthony	
                                                                  @+mprezence	
  
The	
  2nd	
  screen…	
  Stats	
  




@lyneReanthony	
                 @+mprezence	
  
GetGlue	
  
                                Social	
  Entertainment	
  	
  
                                check-­‐in	
  mobile	
  App	
  
>	
  2	
  million	
  acAve	
  users	
  
OSCARS	
  2012	
  	
  4.2	
  m	
  menAons	
  	
  
&	
  170K	
  check-­‐ins	
  (Mashable)	
  
 Recently	
  crashed	
  
 during	
  the	
  premier	
  
 of	
  ‘Game	
  of	
                                AMERICAN	
  IDOL	
  breaks	
  
 Thrones’	
  as	
  users	
                          Social	
  TV	
  records-­‐	
  519K	
  
 checked	
  in	
  to	
  
 discuss	
  the	
  show.	
  
                                                    checkins	
  (Forbes.com)	
  
 	
   @lyneReanthony	
                                                       @+mprezence	
  
Yahoo’s	
  “IntoNow”	
  
Shazaam	
  for	
  TV	
  app	
  (mobile/tablet)	
  
                            TV	
  check-­‐in	
  service	
  
                            Uses	
  audio	
  recogniAon	
  
                            technology	
  to	
  idenAfy	
  a	
  
                            TV	
  program	
  	
  
                            Produces	
  ‘highly	
  relevant	
  
                            interacAve	
  content’	
  
                            Moving	
  away	
  from	
  text	
  
                            and	
  text	
  input	
  –	
  minimal	
  
                            input	
  from	
  user	
  
@lyneReanthony	
                                         @+mprezence	
  
 	
  	
  	
  Social	
  	
  	
  	
  V	
  SporAng	
  Apps	
  ESPN	
  
                	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  T 	
  	
  	
  	
  
    Mobile	
  usage	
  spikes	
  
    during	
  live	
  events…	
  	
  
    NFL	
  Sundays:	
  mobile	
  
    visits	
  quadruple!	
  
    NBC	
  Univeral	
  $4.38	
  
    billion	
  to	
  broadcast	
  
    the	
  next	
  4	
  Olympics	
  	
  
    	
  Rumour	
  ESPN	
  will	
  go	
  a|er	
  this	
  via	
  their	
  app	
  featuring	
  
     twiler	
  integraAon	
  and	
  unique	
  camera	
  angles.	
  
     @lyneReanthony	
                                                            @+mprezence	
  
 	
  	
  	
  Social	
  	
  	
  	
  V	
  SporAng	
  Apps	
  SKY	
  
                	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  T 	
  	
  	
  	
  
                                             Enhanced	
  F1	
  Experience	
  
                                             MulAple	
  camera	
  angles	
  	
  
                                             Social	
  networking	
  feeds	
  	
  
                                             Live	
  race	
  data	
  

          InteracAve	
  Red	
  Bulon	
  switching	
  from	
  main	
  
          broadcast	
  feed	
  to	
  camera	
  views	
  inside	
  the	
  
          cockpit,	
  or	
  to	
  different	
  angles	
  of	
  the	
  track	
  
          	
  
     @lyneReanthony	
                                                             @+mprezence	
  
Social	
  TV	
  
Four	
  amazing	
  things	
  it	
  can	
  do…	
  
Increase	
  raAngs	
  by	
  9	
  -­‐14%	
  	
  Nielson	
  studies	
  
Make	
  TV	
  beler	
  with	
  deeper	
  engagement	
  	
  
Polls,	
  trivia,	
  mood-­‐o-­‐meters	
  
Engagement	
  with	
  shows	
  and	
  brands…	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  beyond	
  the	
  broadcast	
  window!	
  
Provides	
  new	
  hooks	
  and	
  opportuniAes	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  for	
  adverAsers	
  and	
  marketers	
  	
  
@lyneReanthony	
                                                                                              @+mprezence	
  
Social	
  TV	
  Success	
  
                     Simple	
  to	
  use:	
  Airplay	
  
                                      .	
  




@lyneReanthony	
                                    @+mprezence	
  
So	
  where	
  do	
  we	
  start...	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  in	
  Africa?	
  

@lyneReanthony	
                                            @+mprezence	
  
What	
  do	
  people	
  (you)	
  need?	
  
                  It’s	
  not	
  rocket	
  science!	
  
ITS SIMPLE

             	
              RELEVANCE	
  	
  
                To	
  my	
  life,	
  where	
  I	
  am,	
  who	
  I	
  am	
  and	
  what	
  I	
  might	
  want	
  to	
  do	
  

                                                  EASE	
  OF	
  USE	
  
               I	
  am	
  a	
  normal	
  human,	
  don’t	
  be	
  a	
  smartarse	
  and	
  over-­‐complicate	
  things	
  

                                                  USEFULNESS	
  
                  Give	
  me	
  something	
  I	
  want	
  to	
  use	
  and	
  that	
  will	
  add	
  value	
  to	
  my	
  life	
  

                                               ACCESSIBILITY	
  
                     I	
  want	
  to	
  use	
  it	
  when	
  it	
  suits	
  me	
  from	
  any	
  device	
  I	
  choose,	
  24/7   	
  
                                                    	
  
              But	
  you	
  also	
  need	
  to	
  know	
  what	
  they	
  are	
  using!	
  
                                                                                                                                         93	
  
                                                                                                                        @+mprezence	
  
So	
  why	
  are	
  brands	
  always	
  
MOBIFIRST

             thinking	
  Smart-­‐Apps	
  first?	
  
                                  	
  
             SA	
  is	
  a	
  Mobi	
  First	
  country	
  
                   (unless	
  you	
  want	
  to	
  make	
  Angry	
  Birds)	
  

                                   	
  
             Here	
  are	
  10	
  things	
  you	
  may	
  
            not	
  have	
  realised	
  about	
  Mobi…	
  
                                           94	
  
                                                                                 @+mprezence	
  
Mobi	
  reaches	
  the	
  masses	
  -­‐14m	
  now!	
  (33m)	
  
                                •  Featurephones,	
  SmartPhones	
  
REASON 1
                                and	
  Tablets…	
  Android,	
  Symbian,	
  
                                iOs,	
  BB,	
  WM…	
  we	
  don’t	
  care…	
  
                                Mobi	
  services	
  them	
  ALL!	
  
           14m+	
  	
  	
  (33m	
  capable)	
  




                                                  5m	
  
                                                  (+21m	
  similar)	
  
                                                                          400k	
     3.5m	
     500k	
  tablets	
  
                                                                                                       @timprezence	
  
Spread	
  the	
  message	
  easily,	
  find	
  it	
  easily	
  
               •  ONE	
  URL	
  -­‐	
  One	
  message!	
  
REASON 2
               TV,	
  radio,	
  print,	
  QR,	
  SMS,	
  
               NFC,	
  Outdoor	
  and…	
  	
  
               Google	
  finds	
  and	
  indexes!	
  




                                              Visit	
  our	
       SMS	
  
                                              mobisite	
  at	
  
                                              hRp://
                                              sterkinekor.
                                              mobi	
  




               Promote	
  your	
  
     96	
  
               ‘Apps’	
  from	
  your	
  mobi	
  site	
  
                                                                             @+mprezence	
  
Instant	
  GraUficaUon	
  –	
  get	
  there	
  in	
  seconds	
  
           Instantly	
  available	
  everywhere	
  
REASON 3
           Engagement	
  to	
  acUon	
  is	
  seamless	
  
           Mobi	
  is	
  always	
  on…	
  for	
  all!	
  




                                                                @+mprezence	
  
Seamless	
  Customer	
  Experience	
  	
  
           	
  
                  Instant	
  upgrades	
  and	
  evoluUon	
  
REASON 4




                            5	
  minutes	
  ago	
  
                                                                                 4	
  minutes	
  ago	
  
                  No	
  messing	
  about	
  with	
  upgrades	
  and	
  downloads,	
  it’s	
  instant!	
  
                                                                                                      @+mprezence	
  
Share-­‐ability	
  and	
  CommuniUes	
  
           	
  
                  Sharing	
  is	
  about	
  everyone	
  being	
  able	
  to	
  see	
  it	
  
REASON 5
                  True	
  communiUes	
  and	
  ‘Word	
  of	
  Click’	
  
                  should	
  involve	
  everyone.	
  
                   Mobi	
  is	
  for	
  everyone	
  to	
  share	
  




                                                                                               @+mprezence	
  
Time	
  and	
  Cost	
  to	
  Market	
  –	
  Much	
  beher!	
  
           	
  
           One	
  central	
  deployment	
  and	
  infrastructure	
  (5	
  for	
  SmartPhones)	
  
REASON 6
           Apps	
  can	
  be	
  built	
  on	
  top	
  of	
  core	
  mobi	
  services	
  later	
  
           Less	
  cost,	
  short	
  Ume	
  to	
  market	
  &	
  infinitely	
  scalable	
  




                                                                                           @+mprezence	
  
Longevity:	
  Mobi	
  is	
  available	
  24/7	
  -­‐	
  Forever	
  
            20%	
  of	
  apps	
  used	
  next	
  day	
  with	
  average	
  shelf	
  life	
  of	
  30	
  days.	
  
REASON 7
            Would	
  you	
  ever	
  reinstall	
  it?	
  Mobi	
  is	
  there	
  when	
  you	
  need	
  it	
  from	
  
            any	
  device	
  you	
  need	
  it	
  from…	
  24	
  /7.	
  




                          …and	
  mobi	
  can	
  also	
  have    	
  
                       a	
  launch	
  icon	
  on	
  the	
  user’s	
  
                              device	
  just	
  like	
  an	
  app!
                                                                 	
  
                                                                                                          @+mprezence	
  
People	
  prefer	
  shopping	
  on	
  Mobi	
  
                                                                                           (KeyNote	
  systems	
  for	
  Adobe)	
  
                                                                                           What	
  Users	
  want	
  from	
  Finance,	
  
                                                                                           Travel	
  and	
  Shopping	
  


                Strong	
  bias	
  toward	
  mobi	
  for	
  
                                                                      BROWSING	
  PREFERENCE	
  
REASON 8
                every	
  mobile	
  shopping	
  task	
  from	
  
                researching	
  and	
  comparing	
  a	
  
                product,	
  to	
  price	
  info,	
  ra+ng	
  or	
  
                sharing	
  socially	
  and	
  subsequently	
  
                purchasing	
  that	
  product,	
  
                checking	
  order	
  status	
  and	
  
                loca+ng	
  the	
  store.	
  
                	
  
                Mobile	
  shoppers	
  would	
  rather	
  
                fire	
  up	
  a	
  browser	
  than	
  an	
  app.	
  
                	
  
                73%	
  of	
  consumers	
  have	
  
                researched	
  big-­‐+cket	
  items	
  prior	
  
                to	
  purchase	
  (Source:	
  That	
  lovely	
  
                lady	
  from	
  Mr	
  Price	
  yesterday;)	
  
                	
  
                                                                            MOBI	
  	
                      APPS	
  
                Mobi	
  =	
  67.25	
  	
  Apps	
  =	
  32.75	
  
     102	
  
                	
                                                                                             @+mprezence	
  
I	
  get	
  100%	
  of	
  revenue	
  from	
  Mobi	
  (not	
  70%)	
  
            And	
  I	
  can	
  transact	
  using	
  any	
  method	
  I	
  like	
  on	
  97%	
  of	
  phones	
  
REASON 9
            	
  -­‐	
  Credit	
  card	
  
            	
  -­‐	
  Debit	
  card	
  
            	
  -­‐	
  Loyalty	
  points	
  
            	
  -­‐	
  MiMoney	
  
            	
  -­‐	
  Vouchers	
  
            	
  -­‐	
  PRSMS	
  
            	
  
            	
  
            	
  
            	
  
            	
  




                                                                                                             @+mprezence	
  
Mobi	
  can	
  look	
  and	
  perform	
  just	
  like	
  Apps	
  
               Hardware	
  GPS	
               ..	
  and	
  you	
  don’t	
  need	
  HTML5	
  to	
  do	
  it!	
  
                                                                                                           	
  
REASON 10
               Accelerometer	
  
               Camera	
  (Android)	
                                                                       	
  
               Touch	
  &	
  Swipe	
  
               Mapping	
  
               Image	
  upload	
  
               Pinch	
  and	
  Zoom	
  
               Dynamic	
  content	
  
               HD	
  Video	
  
               	
  
               	
  




               Mobi	
  mini	
  >	
  Enhanced	
  Mobi	
  >	
  Smart	
  Mobi	
  >	
  HTML5	
  
     104	
  
                                                                                                    @+mprezence	
  
But	
  I	
  want	
  an	
  ApplicaAon!	
  
In	
  Africa	
  –	
  spend	
  carefully!	
  


                                      @+mprezence	
  
App	
  v	
  Mobi	
  	
  -­‐	
  We	
  are	
  not	
  the	
  US!	
  	
  	
  	
  
Don’t	
  believe	
  the	
  hype...	
  South	
  Africa	
  is	
  very	
  different!	
  




                                      Less	
  important	
  




                              US	
  DATA	
  –	
  NOT	
  SA	
  DATA	
  
                                                                           @+mprezence	
  
Think	
  of	
  the	
  SA	
  market...	
  
only	
  400kmax	
  iPhones	
  in	
  SA!	
  
40%	
  acAve	
  app	
  users	
  =	
  160,000	
  +	
  approx	
  310,000	
  iPads	
  	
  
(525k	
  total	
  tablets)	
  



     S.	
  AFRICA	
                                        AFRICA	
  
     One	
  in	
  7	
  	
                                  One	
  in	
  32	
  	
  
     are	
  smart	
                                        are	
  smart	
  
                                                                                   @+mprezence	
  
SA	
  Smart-­‐Phone	
  OS	
  monthly	
  sales                     	
  




                              63%	
  (7%)	
  	
  


                                             25%	
  (8.6%)	
  
                           6%	
  (56%)	
             	
  	
  	
  Worldwide	
  
                                               iOS+Android	
  =	
  89%	
  
                      4%	
  (23%)	
  
                                                                 @+mprezence	
  
APPS	
  and	
  TABLETS                    	
  
              Nokia	
  Ovi	
  
              Blackberry	
  
              Android	
  
              iPhone	
  
              iPad	
  /	
  Tablet	
  
              Windows	
  Mobile	
  




                               @+mprezence	
  
Apps	
  can	
  help	
  exposure...	
  	
  	
  	
  	
  
	
  	
  Let	
  the	
  stores	
  to	
  the	
  work	
  
(…and	
  the	
  ‘smarAes’	
  &	
  higher	
  LSMs	
  want	
  them!)	
  
	
  


                                                            @+mprezence	
  
20	
  Million	
  Nokia	
  handsets	
  in	
  SA....	
  




100+	
  Devices	
  
NOKIA	
  Ovi	
  –	
  EntertainmentAfrica.com	
  	
  	
     	
  




450,000+	
  downloads	
  –	
  May	
  2012	
      @+mprezence	
  
NOKIA	
  Ovi	
  –	
  Ster	
  Kinekor	
  	
  (symbian/meego)	
  




Over	
  10,000	
  downloads	
  in	
  its	
  first	
  week!	
  
NOKIA	
  Ovi	
  –	
  CompuAcket	
  	
  (symbian/meego)	
  




Launching	
  in	
  June	
  2012	
  
Touch	
  and	
  Swipe	
  apps	
  (+smart	
  mobi)	
  –	
  SK	
  	
  




iOS,	
  Anrdroid,	
  Windows	
  and	
  BB	
  coming	
  soon	
  
20%	
  apps	
  used	
  the	
  next	
  day	
  
       Only	
  5%	
  are	
  used	
  by	
  day	
  30!	
  

Apps	
  are	
  like	
  any	
  product...	
  	
  	
  	
  
Deliver	
  value	
  +	
  engagement!	
  
	
  


                                                 @+mprezence	
  
The	
  mobile	
  armoury...	
  
Physical	
  publishing	
  crossover	
  


                                 @+mprezence	
  
Marine	
  species	
  AR	
  demo...	
  	
  Mobile	
  AR	
  




                                                   @+mprezence	
  
Making	
  print	
  come	
  alive...	
  	
  Mobile	
  AR	
  




 @+mprezence	
  
If	
  you	
  have	
  to	
  be	
  gimmicky	
  
	
  	
  	
  	
  	
  …at	
  least	
  be	
  cool	
  with	
  it!	
  




     X                                                  @+mprezence	
  
Who	
  needs	
  QR	
  codes?	
  –	
  Photo	
  recogniAon	
  
                             Download	
  the	
  new	
  ‘Huru’	
  (beta)	
  
                             app	
  and	
  point	
  at	
  the	
  screen...	
  
                             	
  




                                                                   @+mprezence	
  
.	
  
USSDROCKS


            Mobilising	
  the	
  Masses...	
  
            cover	
  all	
  the	
  bases:	
  USSD	
  
            And	
  the	
  powerhouse…	
  SMS	
  

            “Half	
  of	
  phones	
  we	
  sell	
  will	
  only	
  do	
  SMS	
  &	
  USSD”	
  	
  
            (Source:	
  PEP)	
  


                                                                                    @+mprezence	
  
USSD:	
   MOBILE	
   FOR	
   ALL!	
  
 Opportunity	
   to	
   engage	
   with	
   50m	
   people	
  

    STER	
  KINEKOR	
  
    Select	
  OpUons	
                                             ‘WE	
  COVER	
  YOU’	
  INSURANCE	
  
    1	
  –	
  View	
  Movies	
                                     In	
  case	
  you	
  do	
  something	
  silly!	
  
    2	
  –	
  My	
  Cinema	
  
    3	
  –	
  Book	
  Movie	
                                      1	
  Motor	
  
    4	
  –	
  My	
  profile	
                                       2	
  Business	
  
    -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐   3	
  Funeral	
  
    Reply	
                                                        4	
  Specialist	
  
                                                                   5	
  Insurance	
  For	
  Women	
  
                                                                   6	
  Life	
  	
  
                                                                   7	
  Guaranteed	
  Investments	
  
                                                                   	
  
                                                                   Reply?	
  3	
  



Browseable	
  menu	
  of	
  ALL	
  products,	
  CRM,	
  Call	
  Me	
  
backs,	
  airUme	
  top-­‐up,	
  compeUUons,	
  informaUon	
  
                                                                                                                        @+mprezence	
  
S M S 	
  your	
  /customer	
   base	
   using	
  	
  
MarkeUng	
   to	
  
                    	
   M M S
SMS	
   /	
   MMS	
   -­‐	
   which	
   has	
   been	
   proven	
   to	
   be	
  
more	
   responsive	
   than	
   other	
   medium s	
  
                                                        SMS
                                                        18yrs on - 5 billion users (85%)
                                                        3 x bigger than email
  Hi	
  Subusiso	
                                      5 x bigger than Facebook
  The	
  latest	
  XXX	
                                SMS = R2m per minute 24/7
                                     SMS	
  




  newsleRer	
  is	
                                     SMS is bigger than Hollywood,
  Out!	
  Click	
  HERE	
  or	
                         Global gaming & music
  reply	
  and	
  you	
  could	
                        industry. ($126Bn)
  win	
  a	
  R500	
  voucher	
                         Grew by 5% last year alone!
                                                        PEOPLE READ THEM!

                                                        MMS
                                                        2.5 billion users (43%)
                                                        2nd biggest data user globally
                                                        21% growth last year ($39Bn)




                                                                          @+mprezence	
  
Mobile	
  should	
  be	
  a	
  great	
  	
  	
  	
  	
  	
  
	
  user	
  and	
  brand	
  experience	
  

and	
  perform	
  beauAfully	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  regardless	
  of	
  the	
  device	
  

                                                   @+mprezence	
  
You	
  must	
  focus	
  on	
  ‘context’	
  	
  	
  	
  
	
  before	
  considering	
  content	
  

Be	
  relevant,	
  the	
  user	
  is	
  a	
  
normal	
  human	
  just	
  like	
  you	
  

                                            @+mprezence	
  
This	
  is	
  a	
  Mobi	
  first	
  country...	
  
CONCLUSION

             	
  	
  Build	
  outwards	
  from	
  there!	
  


              SMS,	
  USSD,	
  Mobi	
  or	
  Apps...	
  	
  
              Play	
  where	
  customers	
  play	
  
              …but	
  give	
  great	
  experiences	
  
                                                       @lyneReanthony	
  
Tim	
  Bishop	
                                  @+mprezence	
  
 Prezence	
  Digital	
  -­‐	
  CTO	
  
	
                                       	
                    	
  
	
  
                                         	
                    	
  
                                          Thank	
  You!	
  
                                          	
  
                                          	
  

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The Big Little Screen in (South) Africa

  • 1. LITTLE     T H E   B I G     SCREEN  
  • 2. Mobile’s  the  African  channel         You  can’t  argue  with  facts!   @+mprezence  
  • 3. More  sim  cards  in  SA  than                      the  enAre  SA  populaAon!   45  million  +  handsets   Nearly  1.25  million  handsets              are  sold  every  month  in  SA   @+mprezence  
  • 4. In  Africa,  more  people  have                          access  to  cellphones...       than  drinking  water!     …and  by  2020,  everyone  in  Africa  will  own  a  cellphone!   @+mprezence  
  • 5. REALITY:  Who  is  buying  what  in  SA   47%   17%   14%   13%   OTHER  OTHER  OTHER  OTHER  OTHER  OTHER  OTHER  OTHER   8%   Less  than  1%        All  Device  Types   @+mprezence  
  • 6. Who  owns  what  in  SA?     45,0%   SMARTPHONE     40,0%   39,8%    14%  (7  million)     35,0%       29,9%   30,0%       25,0%       20,0%   Samsung  29.9%     15,0%   Nokia    3  9.8%          5m+  E250s!!!!   Blackberry                                             5m+  Nokia  M.E        (SAll  selling!)   represents  half  of     10,0%   7,7%   all  SmartPhones     5,9%   4,6%   (+-­‐  3.5m)   5,0%   3,0%   2,0%   0,9%   0,8%   0,4%   0,0%   Nokia   Samsung   SonyEricsson   LG   RIM   Motorola   Apple   HTC   Openwave   MAUI   In  SA,  56%  want  a  Nokia  as  their  next  phone!  (Nielsen)   @+mprezence  
  • 7. Mobile  web  data  usage...     When  are  S.Africans  using  it?   @+mprezence  
  • 8. South  African  Mobile  (Data)  Usage     24  hours  a  day!  –  Except  Dinner *Source  -­‐  TNSGlobal   SA  is  the  4th  largest  mobile  data  user  worldwide!   @+mprezence  
  • 9. 14  million  on  mobile  web                 *Admob  /  Nielsson        6  million  on  desktop  web   *DMMA   Only  a  4  million  cross-­‐over                    =  10  million  new  people!   @+mprezence  
  • 10.                                      has  spoken!              ...the  numbers  say  it  all   @+mprezence  
  • 11. Mobile  Search  -­‐  rapid  growth  in  SA     65%  of  all  Google  Searches  are  done  from  a  mobile     device  during  the  weekend  in  South  Africa!   120   Mobile  Search   Web  Search   100   80   mobile   25%     65%   60   mobile     40   20   desktop   desktop   0   Weekdays   Weekend   @+mprezence  
  • 12. The  Featurephone     is  king  –  by  far!   (What  the  hell  is  a     Feature-­‐phone?)   One  of  these…   With…  Mobi,  USSD,  Radio,     Torch,  SMS/MMS,  Video,  Audio   @+mprezence  
  • 13. 59%  of  SA  Mobile  users    …have  purchased  content   Keep  1  screen  in  your  life?              …67%  said  mobile  (TV  =  2%)   @+mprezence  
  • 14. So  who  are  these  mobile                              web  (mobi)  users  in  SA?   @+mprezence  
  • 15. South  African  Mobile  Web  users  LSM   LSM 10 LSM 9 LSM 8 LSM  6    Black  mid  20’s,     LSM 7 Slight  Male  skew   LSM 6 LSM 5 LSM 4 LSM 1 -3 0% 5% 10% 15% 20% 25% 30% *  Source  Admob  July  2010   @+mprezence  
  • 16. Mobile  is  the  most  pervasive          medium  -­‐  reach  everyone!   @+mprezence  
  • 17. Touching  the  Masses  –  OPPORTUNITY!   STER  KINEKOR   Select  OpUons   1  –  View  Movies   2  –  My  Cinema   3  –  Book  Movie   4  –  My  profile   -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ Reply   @+mprezence  
  • 18. What  exactly  is  a  ‘Mobi’                     device  actually  defined  as?   @+mprezence  
  • 19. 7500+  of  these....   A  non-­‐desktop  device,  that  due   to  its  size  and  context  of  use,   needs  to  be  treated  differently   @+mprezence  
  • 20. The  first  consideraAons   (especially  in  Africa)      Speed  and  cost   @+mprezence  
  • 21. CONSIDERATIONS    DATA  COSTS   A  Pay  as  You  Go  society  in  SA  means  your  mobi   site  costs  users  VERY  VISIBLE  Rands  and  Cents   Only  deliver  the  content  they  need  or  ask  for!   R2.00  per  Mb  for  most  Pay  as  You  Go  customers   Lower  rates  are  available  for  bundles  or  contract    customers   @lyneReanthony  
  • 22. BUT…  Mobile  web  is  not  as                        expensive  as  you  think!   @+mprezence  
  • 23. Greater,  richer  interacAve           experience  for  lille  cost   19kb  with  images  =   3.7c  per  page                          V   Sms  your  name  to  33008  and   win.  Sms’s  cost  R1.50     Equivalent  cost  experience  on  Mobi  ?   40  mobi  site  pages!   85%  prepaid  users  in  SA…  Africa  =  98%  
  • 24. For  good  mobile  UX  in  Africa                  …Size  is  very  important!     Our  phones  are  all  so  different!     @lyneReanthony  
  • 25. Unlike  web:  One  size  does  not  fit  all!   If  you  build  your  mobi  to  cater  for  small  phones...   Samsung  E250    -­‐  128  pixels  wide   @+mprezence  
  • 26. One  size  does  not  fit  all!   It  is  unusable  on  larger  ones!   ?   ?   WTF!!!!   I  s  that  a  car?   Blackberry  9000  -­‐  480  pixels  wide   @+mprezence  
  • 27. One  size  does  not  fit  all!   If  you  build  for  larger  phones...   Blackberry  9000  -­‐  480  pixels  wide   @+mprezence  
  • 28. One  size  does  not  fit  all!   It  will  be  very  difficult  to  use  on  the  smaller  ones!   Wow!   I  can  see  a  cloud!   Samsung  E250    -­‐  128  pixels  wide   @+mprezence  
  • 29. One  size  does  not  fit  all!   If  you  design  for  the  average  sized  phone...   LG  K360  -­‐  240  pixels  wide   @+mprezence  
  • 30. One  size  does  not  fit  all!   It  won’t  be  an  ideal  experience   for  anyone  else!   @+mprezence  
  • 31. Mobi  building  is  different      It  is  not  the  same  as  web!   @+mprezence  
  • 32.                                                            Web  UX                  `     As  opposed  to…    Mobile  UX     @lyneReanthony  
  • 33. S*%T  -­‐  The  problems  of  mobi  design   No  space,  7500  devices  (more  variants)  crude  input  controls   @+mprezence  
  • 34. There  are  many  challenges          when  building  for  mobile   @+mprezence  
  • 35. So  many  devices   So  many  screen  sizes   So  many  browser  types   So  many  file  formats   So  many  device  manufacturers   So  many  connecAon  speeds   So  many  plaiorms  and  op  systems                    Touch  or  cursor   inputs...   So  much  to  deal  with  before  we   even  start  considering  the  design!   @+mprezence  
  • 36. Mobilising  the  masses...      We  start  with  technology   @+mprezence  
  • 37. 7500+  different  devices  = HCA     7500  mobi  sites?   Handset  Content     Adapta+on   @+mprezence  
  • 38. Deliver  perfect  experiences                      ...regardless  of  handset   @+mprezence  
  • 39. Streaming  Video  to  all–  Now  on  mobile!   Compelling,  EmoAve  &  straight  to  the  point.   A  ‘moving’  picture  paints  2000  words!   @+mprezence  
  • 40. So  that’s  some  technology                        ...what  else  is  there?   @+mprezence  
  • 41. Your  Target  Audience?   Everyone!   Consider  those  who  have  limited  mobile  experience  -­‐  educa+on   Consider  those  who  have  lower  literacy  capabili+es  -­‐  intui+ve   Consider  those  who  want  the  basic  informa+on  –  FAST  -­‐  snack   Consider  those  who  are  demanding  and  want  loads  -­‐  expand   @+mprezence  
  • 42. The  mobile  user...  meet  him!   (or  her)   On  the  move,  watching  TV,  always  on,  mulA-­‐ tasker,  mulA-­‐persona,  he  is  the  same  as  you!   (assume  nothing...  he  may  also  have  a  crap  phone)   @+mprezence  
  • 43. And  it  is  this  guy…!   @+mprezence  
  • 44. And  don’t     forget     him!   @+mprezence  
  • 45. He  booked  for  Coldplay  on  his  mobile  and  did  the   mobile  mexican  wave  (along  with  50,000  others!)   ...always  with  him,  always  on  and  does  everything   @+mprezence  
  • 46. CONTEXT  is  KING  in  mobile          which  determines  content   @+mprezence  
  • 47. ‘MOBILE’  also  describes  the  user...   A  MOBILE  user’s  circumstances  and  situa+on  vary.  Content   becomes  less  relevant  if  we  ignore  the  CONTEXT  of  the  viewer!   @+mprezence  
  • 48. 21%  males  and  12%  females                    use  their  iPad  on  the  loo!   @+mprezence  
  • 49. Remember  context?  I’m  mobile!   •   Browsing  one  handed  (coffee)   •   In  a  queue  and  wants  to  jump  it   •   Watching  TV  and  wan+ng  to  engage   •   Lost  and  needing  fast  direc+ons   •   Want  to  find  cool  stuff  near  me   •   Product  research  and  comparison   •   Want  to  engage  with  your  brand     •   WANT  TO  SHARE  AND  TALK!      CONSIDER  WHERE  AND  WHY!   @+mprezence  
  • 50. Mobi  design  =  organising  a  Any  desk   Place  the  most  important  things   close  by  and  work  outwards   @+mprezence  
  • 51. Hierarchy  design    compu+cket.mobi   MORE  INFO   MAIN  CATEGORY   LOGIN   70%  OF     OR  REGISTER   MAIN     ACTION   ALL  EVENTS   AREA   BOOKINGS   W/WHERE/WHEN   W/W/WHEN   STORE  FINDER   HIGHLIGHTED   GEO  MAPPING   TERMS+CONS   DISPLAY/ACCEPT   MAIN     EVENTS   ACTION   LESS  IMPORTANT   LESS  IMPORTANT   AREA   SEARCH  ALL   EVENTS   EVENT  DETAIL   BOOKING  DETAIL   BUS/TRAVEL     HOME  PAGE   TRA VEL   FEA OFF T.  PA ERS   CKA GES     CALL  US   CLICK  TO  CALL   @+mprezence  
  • 52. UX:  Make  clicks  meaningful                                        ...use  AcAon  Areas   @+mprezence  
  • 53. Where  am  I?  I  am  sure  I  just  clicked!   Build  informaAon    ‘above  the  fold’  to  make  sure  the  user  knows  where   they  are...    Show  change  to  the  user  in  ‘AcAon  Areas’  (Visible  Screen)   Top  menus   No  obvious  change   Each  click  shows  a  clear  change  on  each  page  refresh   Cursor  Nightmare!   @+mprezence  
  • 54. Top  Navs:    Where  is  my  content?   Ensure  I  can  see  whatever  I  just  clicked  FIRST!   @+mprezence  
  • 55. Power  of  the  web  in  a  simple  format   Remember  CONTEXT  -­‐  Make  it  OBVIOUS  AND   EASY...   @+mprezence  
  • 56. One  very  important  thing      that  is  always  overlooked   @+mprezence  
  • 57. TOUCH    The  rules  change  yet  again...   Fingers  are  not  matchsAcks   So  leave  room!   @+mprezence  
  • 58. TOUCH    What  to  give  your  users...   Menu  space    clickable  areas    large  bulons    more  links   @+mprezence  
  • 59. LocaAon  locaAon  locaAon     Proximity  brings  relevance   (Where  I  am  and  where  my  friends  are  is  important)   @+mprezence  
  • 60. LocaAon  based  brands  –  network  +  hardware     Mobile  markeUng  can  add  more   relevance  by  using  locaUon  as  hooks.       Find  and  interact  with   Augmented  reality   friends  while  skiing!   locaUon  SM  apps     @+mprezence  
  • 61. The  importance  of  Profiling                        Recognising  your  user!   (and  doing  something  about  it!)   @+mprezence  
  • 62. If  you  know  what  makes  them  Ack...   MSISDN  +  PROFILING   You  can  personalise   USSD   and  be  RELEVANT   XXXXX  MOBi:   Hi  Subusiso   Select  Op+ons   Hi  Subusiso   1  –  Register   The  latest  XXX   SMS   2  –  News  Alerts   newsleRer  is   3  –  Compe++ons   Out!  Click  HERE   4  –  Refer  Friend   -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ or  reply  and   Reply   you  could  win  a   R500  voucher   @+mprezence  
  • 63. Mobile  is  a  brand  touchpoint                It  should  look  the  part!   @+mprezence  
  • 64. Mobi  should  leave  a  great  impression   When  built  properly,  your  mobi  site   will  be  a  perfect  brand  ambassador   @+mprezence  
  • 65. Enhancing  upwards...      unlock  device  capabiliAes   @+mprezence  
  • 66. SterKinekor.mobi  –  For  ALL  phones!     Full  seat  select  selec+on   Direc+onal  mapping   With  pinch  and  zoom   Op+mised  Trailers   @+mprezence  
  • 67. SterKinekor.mobi  –  Enhanced  Features     Touch  Swipe  feature   Geo-­‐loca+on  of  other     Movie  recommenda+ons   cinemas  near  to  you!   Landscape  resizing   @+mprezence  
  • 68. So  why  are  great  brands                          gesng  it  so  wrong?   @+mprezence  
  • 69. Mobi  should  not  look  terrible....   Who  is  this  aimed  at?   Would  they  treat  print  ads  like  this?   Dear  CocoPops,  If  you  don’t  care   about  your  brand,  why  should  I?   @+mprezence  
  • 70. Ease  of  Use?  Apps  should  be  good!   Dear  customer,  here  is  an  iPhone  app  for  the  chosen  few,  the   other  10m  of  you  can  F&^%  off  and  buy  a  computer!   Illegible  text  for  criAcal  info  that  I  really  need  to  know  even  on   one    of  the  easiest  platorms  to  develop  and  design  on!     No  common  usability  /  flow   (some  clickable  some  not)     Too  many  clicks  to  get  where   I  need  to  go  (up  to  5)     Core  funcAonality  links  to   website  –  No  MOBi!..  WTF!!     Why  do  premium  SA  brands   think  this  is  acceptable?     SA  is  a  mobile  leader.  Really?   @+mprezence    
  • 71. Mobile  is  not  brochure-­‐ware   We  want  funcAonality  NOW!   @+mprezence  
  • 72. Mobile  for  mobile  sake  Why  bother?     Tech  Specs  –  Missing!   Model  Colours  –  can  I  at  least  see  that?     @lyneReanthony  
  • 73. BUT  social’s  now  mobile-­‐  Dont  Assume!   @+mprezence  
  • 74. Social…   Power  to  the  mobile  people!                        …Engaging  the  NaAon   @lyneReanthony   @+mprezence  
  • 75. Mobile  is  Engaging:  Facebook,  Twiler,   Foursquare,  Social…  they  want  it.   (  BUT  Smartphone  focused  +  High  bandwidth/image  intensive  so  expensive  to  use)    
  • 76. Gesng  it  right  in  Africa:  That’s  AYOBA   “Is  the  Tswana  Derby  beKer  to   watch  than  the  Soweto  derby   these  days?”           Context     Content   UGC   Vo+ng  polls   Commentary   S+cky  Social     @+mprezence  
  • 77. Power  of  social  interacAon:  SAckiness   30   25   page  views  per  unique  browser   20   page  views  per  session   15   10   5   0   @+mprezence  
  • 78. So  what  is...                        Social  TV?   @lyneReanthony   @+mprezence  
  • 79. Social  TV   Socialising     and  enhancing   the  TV     experience…     What  can  I  do   tonight,  watch  TV     or  surf  facebook?              BOTH!   @lyneReanthony   @+mprezence  
  • 80. Social  Media  Networks   Friends   BroadcasAng   Sharing   +   Commentary   visual   Family   (news  events)   interests   @lyneReanthony   @+mprezence  
  • 81. Millions  of  people  are   parAcipaAng  in  the     “Dual-­‐screen”  experience  …       Watching  TV  while  using  a   mobile  phone  or  tablet  to   share  via  a  social  media  networks     @lyneReanthony   @+mprezence  
  • 82. Social  TV                                                    was  one  of  six  top                                                    tech  trends  in  2011                                                            It’s  now  here  in  2012   @lyneReanthony   www.wired.co.uk   @+mprezence  
  • 83. Royal  Wedding   Twiler  and  Facebook  Frenzy   TWITTER  2.1  milion  tweets   #rw2011  +  #royalwedding   FACEBOOK  1.77  million   comments  “royal  wedding”   800K+  views  of  royal   wedding  video  (T-­‐mobile)   YOUTUBE  5000  videos   uploaded   @lyneReanthony   abcnews.co.com        bbc.co.uk   @+mprezence  
  • 84. The  2nd  screen…   What  are  people  doing  with  it?   Simultaneous   Simultaneous   SMARTPHONE  use   TABLET  use  while   while  watching  TV   watching  TV   www.nielson.com   Email            Engaging  with  TV  related  content   Looking  up  show  info            Searching  for  deals     Researching  TV  adverAsed  products   @lyneReanthony   @+mprezence  
  • 85. The  2nd  screen…  Stats   @lyneReanthony   @+mprezence  
  • 86. GetGlue   Social  Entertainment     check-­‐in  mobile  App   >  2  million  acAve  users   OSCARS  2012    4.2  m  menAons     &  170K  check-­‐ins  (Mashable)   Recently  crashed   during  the  premier   of  ‘Game  of   AMERICAN  IDOL  breaks   Thrones’  as  users   Social  TV  records-­‐  519K   checked  in  to   discuss  the  show.   checkins  (Forbes.com)     @lyneReanthony   @+mprezence  
  • 87. Yahoo’s  “IntoNow”   Shazaam  for  TV  app  (mobile/tablet)   TV  check-­‐in  service   Uses  audio  recogniAon   technology  to  idenAfy  a   TV  program     Produces  ‘highly  relevant   interacAve  content’   Moving  away  from  text   and  text  input  –  minimal   input  from  user   @lyneReanthony   @+mprezence  
  • 88.        Social        V  SporAng  Apps  ESPN                              T         Mobile  usage  spikes   during  live  events…     NFL  Sundays:  mobile   visits  quadruple!   NBC  Univeral  $4.38   billion  to  broadcast   the  next  4  Olympics      Rumour  ESPN  will  go  a|er  this  via  their  app  featuring   twiler  integraAon  and  unique  camera  angles.   @lyneReanthony   @+mprezence  
  • 89.        Social        V  SporAng  Apps  SKY                              T         Enhanced  F1  Experience   MulAple  camera  angles     Social  networking  feeds     Live  race  data   InteracAve  Red  Bulon  switching  from  main   broadcast  feed  to  camera  views  inside  the   cockpit,  or  to  different  angles  of  the  track     @lyneReanthony   @+mprezence  
  • 90. Social  TV   Four  amazing  things  it  can  do…   Increase  raAngs  by  9  -­‐14%    Nielson  studies   Make  TV  beler  with  deeper  engagement     Polls,  trivia,  mood-­‐o-­‐meters   Engagement  with  shows  and  brands…                                                  beyond  the  broadcast  window!   Provides  new  hooks  and  opportuniAes                                            for  adverAsers  and  marketers     @lyneReanthony   @+mprezence  
  • 91. Social  TV  Success   Simple  to  use:  Airplay   .   @lyneReanthony   @+mprezence  
  • 92. So  where  do  we  start...                        in  Africa?   @lyneReanthony   @+mprezence  
  • 93. What  do  people  (you)  need?   It’s  not  rocket  science!   ITS SIMPLE   RELEVANCE     To  my  life,  where  I  am,  who  I  am  and  what  I  might  want  to  do   EASE  OF  USE   I  am  a  normal  human,  don’t  be  a  smartarse  and  over-­‐complicate  things   USEFULNESS   Give  me  something  I  want  to  use  and  that  will  add  value  to  my  life   ACCESSIBILITY   I  want  to  use  it  when  it  suits  me  from  any  device  I  choose,  24/7     But  you  also  need  to  know  what  they  are  using!   93   @+mprezence  
  • 94. So  why  are  brands  always   MOBIFIRST thinking  Smart-­‐Apps  first?     SA  is  a  Mobi  First  country   (unless  you  want  to  make  Angry  Birds)     Here  are  10  things  you  may   not  have  realised  about  Mobi…   94   @+mprezence  
  • 95. Mobi  reaches  the  masses  -­‐14m  now!  (33m)   •  Featurephones,  SmartPhones   REASON 1 and  Tablets…  Android,  Symbian,   iOs,  BB,  WM…  we  don’t  care…   Mobi  services  them  ALL!   14m+      (33m  capable)   5m   (+21m  similar)   400k   3.5m   500k  tablets   @timprezence  
  • 96. Spread  the  message  easily,  find  it  easily   •  ONE  URL  -­‐  One  message!   REASON 2 TV,  radio,  print,  QR,  SMS,   NFC,  Outdoor  and…     Google  finds  and  indexes!   Visit  our   SMS   mobisite  at   hRp:// sterkinekor. mobi   Promote  your   96   ‘Apps’  from  your  mobi  site   @+mprezence  
  • 97. Instant  GraUficaUon  –  get  there  in  seconds   Instantly  available  everywhere   REASON 3 Engagement  to  acUon  is  seamless   Mobi  is  always  on…  for  all!   @+mprezence  
  • 98. Seamless  Customer  Experience       Instant  upgrades  and  evoluUon   REASON 4 5  minutes  ago   4  minutes  ago   No  messing  about  with  upgrades  and  downloads,  it’s  instant!   @+mprezence  
  • 99. Share-­‐ability  and  CommuniUes     Sharing  is  about  everyone  being  able  to  see  it   REASON 5 True  communiUes  and  ‘Word  of  Click’   should  involve  everyone.   Mobi  is  for  everyone  to  share   @+mprezence  
  • 100. Time  and  Cost  to  Market  –  Much  beher!     One  central  deployment  and  infrastructure  (5  for  SmartPhones)   REASON 6 Apps  can  be  built  on  top  of  core  mobi  services  later   Less  cost,  short  Ume  to  market  &  infinitely  scalable   @+mprezence  
  • 101. Longevity:  Mobi  is  available  24/7  -­‐  Forever   20%  of  apps  used  next  day  with  average  shelf  life  of  30  days.   REASON 7 Would  you  ever  reinstall  it?  Mobi  is  there  when  you  need  it  from   any  device  you  need  it  from…  24  /7.   …and  mobi  can  also  have   a  launch  icon  on  the  user’s   device  just  like  an  app!   @+mprezence  
  • 102. People  prefer  shopping  on  Mobi   (KeyNote  systems  for  Adobe)   What  Users  want  from  Finance,   Travel  and  Shopping   Strong  bias  toward  mobi  for   BROWSING  PREFERENCE   REASON 8 every  mobile  shopping  task  from   researching  and  comparing  a   product,  to  price  info,  ra+ng  or   sharing  socially  and  subsequently   purchasing  that  product,   checking  order  status  and   loca+ng  the  store.     Mobile  shoppers  would  rather   fire  up  a  browser  than  an  app.     73%  of  consumers  have   researched  big-­‐+cket  items  prior   to  purchase  (Source:  That  lovely   lady  from  Mr  Price  yesterday;)     MOBI     APPS   Mobi  =  67.25    Apps  =  32.75   102     @+mprezence  
  • 103. I  get  100%  of  revenue  from  Mobi  (not  70%)   And  I  can  transact  using  any  method  I  like  on  97%  of  phones   REASON 9  -­‐  Credit  card    -­‐  Debit  card    -­‐  Loyalty  points    -­‐  MiMoney    -­‐  Vouchers    -­‐  PRSMS             @+mprezence  
  • 104. Mobi  can  look  and  perform  just  like  Apps   Hardware  GPS   ..  and  you  don’t  need  HTML5  to  do  it!     REASON 10 Accelerometer   Camera  (Android)     Touch  &  Swipe   Mapping   Image  upload   Pinch  and  Zoom   Dynamic  content   HD  Video       Mobi  mini  >  Enhanced  Mobi  >  Smart  Mobi  >  HTML5   104   @+mprezence  
  • 105. But  I  want  an  ApplicaAon!   In  Africa  –  spend  carefully!   @+mprezence  
  • 106. App  v  Mobi    -­‐  We  are  not  the  US!         Don’t  believe  the  hype...  South  Africa  is  very  different!   Less  important   US  DATA  –  NOT  SA  DATA   @+mprezence  
  • 107. Think  of  the  SA  market...   only  400kmax  iPhones  in  SA!   40%  acAve  app  users  =  160,000  +  approx  310,000  iPads     (525k  total  tablets)   S.  AFRICA   AFRICA   One  in  7     One  in  32     are  smart   are  smart   @+mprezence  
  • 108. SA  Smart-­‐Phone  OS  monthly  sales   63%  (7%)     25%  (8.6%)   6%  (56%)        Worldwide   iOS+Android  =  89%   4%  (23%)   @+mprezence  
  • 109. APPS  and  TABLETS   Nokia  Ovi   Blackberry   Android   iPhone   iPad  /  Tablet   Windows  Mobile   @+mprezence  
  • 110. Apps  can  help  exposure...              Let  the  stores  to  the  work   (…and  the  ‘smarAes’  &  higher  LSMs  want  them!)     @+mprezence  
  • 111. 20  Million  Nokia  handsets  in  SA....   100+  Devices  
  • 112. NOKIA  Ovi  –  EntertainmentAfrica.com         450,000+  downloads  –  May  2012   @+mprezence  
  • 113. NOKIA  Ovi  –  Ster  Kinekor    (symbian/meego)   Over  10,000  downloads  in  its  first  week!  
  • 114. NOKIA  Ovi  –  CompuAcket    (symbian/meego)   Launching  in  June  2012  
  • 115. Touch  and  Swipe  apps  (+smart  mobi)  –  SK     iOS,  Anrdroid,  Windows  and  BB  coming  soon  
  • 116. 20%  apps  used  the  next  day   Only  5%  are  used  by  day  30!   Apps  are  like  any  product...         Deliver  value  +  engagement!     @+mprezence  
  • 117. The  mobile  armoury...   Physical  publishing  crossover   @+mprezence  
  • 118. Marine  species  AR  demo...    Mobile  AR   @+mprezence  
  • 119. Making  print  come  alive...    Mobile  AR   @+mprezence  
  • 120. If  you  have  to  be  gimmicky            …at  least  be  cool  with  it!   X @+mprezence  
  • 121. Who  needs  QR  codes?  –  Photo  recogniAon   Download  the  new  ‘Huru’  (beta)   app  and  point  at  the  screen...     @+mprezence  
  • 122. .   USSDROCKS Mobilising  the  Masses...   cover  all  the  bases:  USSD   And  the  powerhouse…  SMS   “Half  of  phones  we  sell  will  only  do  SMS  &  USSD”     (Source:  PEP)   @+mprezence  
  • 123. USSD:   MOBILE   FOR   ALL!   Opportunity   to   engage   with   50m   people   STER  KINEKOR   Select  OpUons   ‘WE  COVER  YOU’  INSURANCE   1  –  View  Movies   In  case  you  do  something  silly!   2  –  My  Cinema   3  –  Book  Movie   1  Motor   4  –  My  profile   2  Business   -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ 3  Funeral   Reply   4  Specialist   5  Insurance  For  Women   6  Life     7  Guaranteed  Investments     Reply?  3   Browseable  menu  of  ALL  products,  CRM,  Call  Me   backs,  airUme  top-­‐up,  compeUUons,  informaUon   @+mprezence  
  • 124. S M S  your  /customer   base   using     MarkeUng   to     M M S SMS   /   MMS   -­‐   which   has   been   proven   to   be   more   responsive   than   other   medium s   SMS 18yrs on - 5 billion users (85%) 3 x bigger than email Hi  Subusiso   5 x bigger than Facebook The  latest  XXX   SMS = R2m per minute 24/7 SMS   newsleRer  is   SMS is bigger than Hollywood, Out!  Click  HERE  or   Global gaming & music reply  and  you  could   industry. ($126Bn) win  a  R500  voucher   Grew by 5% last year alone! PEOPLE READ THEM! MMS 2.5 billion users (43%) 2nd biggest data user globally 21% growth last year ($39Bn) @+mprezence  
  • 125. Mobile  should  be  a  great              user  and  brand  experience   and  perform  beauAfully                    regardless  of  the  device   @+mprezence  
  • 126. You  must  focus  on  ‘context’          before  considering  content   Be  relevant,  the  user  is  a   normal  human  just  like  you   @+mprezence  
  • 127. This  is  a  Mobi  first  country...   CONCLUSION    Build  outwards  from  there!   SMS,  USSD,  Mobi  or  Apps...     Play  where  customers  play   …but  give  great  experiences   @lyneReanthony  
  • 128. Tim  Bishop   @+mprezence   Prezence  Digital  -­‐  CTO               Thank  You!