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

1. Catch a wake up
Tony Koenderman’s Brainstorm
JHB, 11 November 2009
Get Mobile!
Rick Joubert www.rickjoubert.com

2. Mobile is going to be the next big
internet phenomenon.
It holds the key to greater access for
everyone – with all the benefits that
entails.”
Eric Schmidt, CEO, Google

4. 30 September 2009, UK

5. US Internet ad spend

6. 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

7. In developing markets mobile is the
FIRST screen
(and often the only screen)

8. Mobile Media Adoption Curve
Penetration (%)
Time

9. The Long Tail
Spend (R)
Large Advertisers

10. Snap shot of Grid logged-in users

11. The mobile phone is the most
ubiquitous consumer technology
on earth
#2 = FM Radio (3.9 Billion)

12. Business model / process impacts
1. Financial services
2. Music / Gaming
3. Photographic Industry
4. Navigation industry
5. Time piece industry
6. Hardware vendors
7. Software vendors
8. Pure play internet brands
Coming soon
1. Government
2. Publishing

13. “reach is a problem”
{say what??!!}

14. Access: Population
Population in SA with entertainment / communication
technology in their household
AMPS

16. 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

17. 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

18. 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

19. Positioning map of users of various media
Age and Income
Source: AMPS 2009 A

20. Positioning map of users of various media
Reach and LSM (LSMs 1 – 14)
Source: AMPS 2009 A

21. 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

22. PC Web users, RSA
4.5M – 7.7M
unique PC Web users*
•Internet World Statistics, June 2009
•AMPS
•OPA/Nielsen

23. Mobile Web, RSA
10.1M – 10.6M
unique mobile web users*
•Strategy Analytics
•Rick Joubert

24. “Mobile Web” definition tiers*
Tier 1 The WAP Internet
Tier 2 The mobile application Internet
Tier 3 Web browsing on phone
* Goldstuck/Joubert

25. “Internet” access channels
PC Web SMS
Smartphone access to PC Web USSD
Mobile applications Voice
Mobile Web (WAP)

26. Which South Africa?

27. “Internet” access channels
PC Web SMS
Smartphone access to PC Web USSD
Mobile applications Voice
Mobile Web (WAP)

28. Which South Africa?

29. Mass market mobile integration

33. The consumer will press 1 for
more information and receive
an SMS back with a link to the
SA Unite portal.

34. Income Tiers

35. Income Tiers

36. Income Tiers

37. Income Tiers

38. Income Tiers

39. 7th Mass Medium
Print Recording Cinema Radio TV Internet Mobile

40. 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

41. 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

42. “the new media revenue model is
a problem for agencies”
{i.e. “we don’t make enough money..”}

44. (Ad)R500 000 Life (Advert) For
(Advert)For low Cover for around insurance that saves
low car insurance R127 p.m.SMS Life you up to 25% on
premiums SMS to 31829 &
your payments.sms
Budget to 1Lifedirect will call
you!Profile YES to 34879.Dial
38940.We will call
you dependent. SMS R1 Direct will call u back.
back.Standard
SMS rates apply

47. • Campaign results
• Client Expectations
• • 15 000 downloads
• • 4 000 survey responses
• Actual results
• • 84 000 downloads
• • 9 200 survey responses

49. Suzan calls Mike
She expects to hear Suzan listens to the
a ringing tone superimposed
but hears an advertising ring
advertising Tone 3-8
message instead seconds
Mike Receives benefits for allowing ads
to be played on his ring back tone
Messages Rotate
The messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.

50. Client Side
- Is Mobile a hero, lead or support medium for my brand?
- Have you done the easy stuff?
1. Basic mobile presence
2. Distribution of information and basic self service
3. Build a community around your brand
- Competitive advantage, cost reduction, customer
empowerment
- Your business model
- Your legacy business processes

51. Agency Side
Do you believe that Mobile is the only digital mass medium in RSA?
- Build mobile thinking into the front end of the strategic,
creative and media planning process
- Invest in new media resources and partner with specialists
- Think big
- Re-invent the agency compensation model if you have to
- Do the right thing

52. Get Mobile!

53. Thank You
www.rickjoubert.com