CASE STUDY Technology update: the next set of technology trends that will affect the mobile environment, using a Ster-Kinekor case study as an example Lynette Hundermark, head of product strategy, Prezence Digital With the diverse range of handsets in South Africa, how do you launch a mobile strategy to reach everyone? South Africa is a mobi-first country, but there is the right way to do it, and many other mobile opportunities to help reach your market. This talk will cover: -Considerations in taking your brand into the mobile space, and how to do it extremely well. -Mobi – it is a lot more powerful than you think, and the masses are using it – what you can do? -Ster-Kinekor case study: the M-Commerce pioneers. How we did it, why we did it and how well it is paying off. -The glitz, glamour and the sleeping giants: bolstering your roll-out with apps, AR, QR and USSD for the masses.

1. Mobile
Success
in
South
Africa
–
A
Ster-­‐Kinekor
Case
Study
Lyne;e
Hundermark
Prezence
Digital

2. How
did
we
get
to
this?

3. Key
considera3ons
to
building
successful
mobile
solu3ons
@lyne:eanthony

4. Feature
phone
Smartphone
Understanding
the
true
mobile
landscape
Feature
phone
Smartphone
S.A
(Nokia
5110,
BlackBerry
8520,
Samsung
E250
USA/UK
(iPhone,
Android)
@lyne:eanthony

5. SA’s
Mobile
Consumer
Access
to
9500+
of
these
@lyne:eanthony

6. Target
Audience:
• limited
mobile
experience
• different
literacy
capabili3es
• fast
access
to
basic
informa3on
• demanding
and
want
loads
Everyone!
@lyne:eanthony

7. CONTEXT
is
KING
in
mobile
which
determines
content
@lyne:eanthony

8. •
Browsing
one
handed
(coffee)
•
In
a
queue
wai3ng
to
pay
and
want
to
book
a
movie
3cket
•
Lost
and
needing
fast
direc3ons
•
Want
to
find
cool
stuff
near
me
in
a
shopping
mall
•
Product
research
and
comparison
•
Want
to
engage
with
your
brand
•
WANT
TO
SHARE
AND
TALK
(about
post
shopping
purchases)!
CONSIDER
WHERE
AND
WHY!
Consider
the
situa3on
&
circumstance
of
the
mobile
user
@lyne:eanthony

9. RECOGNISING
your
user
and
delivering
relevant
content
is
KEY
in
mobile
@lyne:eanthony

10. Profiling:
Understanding
your
user
You
can
personalise
and
be
RELEVANT
@lyne:eanthony

11. ALWAYS
delivering
core
func3onality
that
is
of
value
to
the
user
@lyne:eanthony

12. Four
Seasons:
$18
million
s3ll
could
not
buy
a
good
mobile
UX
@lyne:eanthony

13. Four
Seasons:
$18
million
s3ll
could
not
buy
a
good
mobile
UX
Lack
of
Key
Mobile
User
Journeys
–
pre:y
pictures
mean
nothing
Lack
of
core
func3onality
–
Why
is
search
missing
Too
many
clicks
to
get
where
I
need
to
go
Core
func3onality
links
to
non
website
that
is
not
op3mised
for
phones
Lack
of
simple
naviga3on?
Global
sites
paying
large
amounts
of
money
gejng
it
wrong
–
5
years
later
even
with
$18
million?
@lyne:eanthony

14. Mobile
for
mobile’s
sake
Why
bother?
Tech
Specs
–
Missing!
Model
Colours
–
can
I
at
least
see
that?
@lyne:eanthony

15. NAVIGATION
needs
to
be
made
easy
@lyne:eanthony

16. Power
of
the
web
in
a
simple
format
Mobilise
NOT
Minaturise
@lyne:eanthony

17. RESPONSIVE
DESIGN
:
delivering
the
perfect
experience
regardless
of
the
handset
@lyne:eanthony

18. One
size
does
not
fit
all!
It
won’t
be
an
ideal
experience
for
anyone
else!
@lyne:eanthony

19. 9500+
different
devices
=
HCA
Handset
Content
Adapta3on
9500
mobi
sites?
@lyne:eanthony

20. SPEED
&
DATA
costs
considera3on:
SA
is
a
PAYG
society
@lyne:eanthony

21. A
Pay
as
You
Go
society
in
SA
means
your
mobi
site
costs
users
VERY
VISIBLE
Rands
and
Cents
R2.00
per
Mb
for
most
Pay
as
You
Go
customers
Lower
rates
are
available
for
bundles
or
contract
customers
Only
deliver
the
content
they
need
or
ask
for!
@lyne:eanthony

22. Mobile
is
CONSTANTLY
EVOLVING:
Listen
to
your
users
and
adapt
to
their
needs
@lyne:eanthony

23. CASE
STUDY:
The
mobile
success
of
Ster-­‐Kinekor
@lyne:eanthony

24. An
M-­‐Commerce
Pioneer
@lyne:eanthony

25. 2007
99.99%
Feature/Dumb
phone
market
iPhone
just
born!
4
million
web
users
4
million
mobile
web
(approx)
mobi
@lyne:eanthony

26. 2011
15%
Smart
phone
market
14
million
mobile
web
users
(33m
poten3al)
6
million
web
users
mobi
@lyne:eanthony

27. Enhancing
upwards...
unlock
device
capabili3es
@lyne:eanthony

28. SterKinekor.mobi
–
SMART
PHONES
Full
seat
select
selec3on
With
pinch
and
zoom
Direc3onal
mapping
Op3mised
Trailers
@lyne:eanthony

29. So
what
next
for
SK?
@lyne:eanthony

30. The
avid
movie
fan
wanted
Apps
of
course!
@lyne:eanthony

31. Understanding
the
App
Target
Audience
@lyne:eanthony

32. Apps
in
the
SA
market?
only
400kmax
iPhones
in
SA!
40%
ac3ve
app
users
=
160
000
+
approx
310
000
iPads
(532
000
total
tablets
inc
Android)
SOUTH
AFRICA
One
in
7
phones
is
smart
ALL
OF
AFRICA
One
in
32
phones
is
smart
@lyne:eanthony

33. SA
Smart-­‐Phone
OS
monthly
sales
22%
(8.6%)
63%
(7%)
9%
(56%)
4%
(23%)
Worldwide
iOS+Android
=
89%
9.5m
smartphones
in
SA
-­‐
48%
BB,
40%
Nokia,
8%
Android,
4%
iPhone
Ownership
@lyne:eanthony

34. Crea3ng
the
Ster-­‐Kinekor
experience
across
ALL
App
platorms
@lyne:eanthony

35. STER-­‐KINEKOR
OVI
APP
FROM
CONCEPT
Wireframed
user-­‐flows
@lyne:eanthony

36. STER-­‐KINEKOR
OVI
APP
TO
FINAL
APP
Over
10,000
downloads
in
its
first
week!

37. @3mprezence
Phone
&
Tablet
App
planning
@lyne:eanthony

38. @lyne:eanthony

39. NaTve
Android
–
OUT
NOW
Now
in
GOOGLE
PLAY
@lyne:eanthony

40. Android
NaTve
Tablet
App
–
OUT
NOW
@lyne:eanthony

41. NaTve
Top
free
app
in
Apple
AppStore
Rave
reviews
from
the
‘Fanboys’
10k
downloads
in
first
weekend
Best
Quality
User
Experience
Best
Smart
App
@lyne:eanthony

42. iPad
NaTve
Tablet
App
–
Out
Now
15K
downloads
in
launch
weekend
@lyne:eanthony

43. .
Airplay
Trailers
Send
trailers
to
your
TV
@lyne:eanthony

44. Na3ve
Blackberry
–
OS5+
(JRE
5.0
SDK,
Eclipse
IDE)
400k
downloads
in
6
months
• Crea3ng
a
rich
UI
was
possible
but
challenging
• Emulator
did
not
always
replicate
the
device
behaviour
• 7
months
development

45. Currently
the
top
local
BB10
app
• Leverage
on
exis3ng
inhouse
dev
skills
(
QML,
C++)
• Rich
UI
easily
created
using
QML
• Powerful
emulator
•
7
weeks
development
Na3ve
Blackberry
–
OS10
(Cascades
Framework,
QNX
IDE)

46. AWARDS
AND
RECOGNITION
Best
Smart
Phone
App
Best
Payment
App
Best
Mobile
App
for
Entertainment
Best
Quality
User
Experience
2012
-­‐
Regional
Winner
–
Vodacom
AppStars
@lyne:eanthony
2013:
Award
of
DisRncRon
Mobile

47. Measuring
the
mobile
success
of
Ster-­‐Kinekor?
@lyne:eanthony

48. And
what
next?
Filling
in
the
Gaps
@lyne:eanthony

49. How
do
we
enhance
the
Ster-­‐Kinekor
App
Experience?
@lyne:eanthony

50. Ease
of
Use
&
Personalisa3on
@lyne:eanthony

51. Coming
soon
to
an
App
near
you
@lyne:eanthony

52. Centralised
Customer
Dashboard
-­‐ Easy
access
to
club
informa3on
-­‐ Recommenda3ons
based
on
profile
informa3on
-­‐ Incen3vise
Bookings
@lyne:eanthony
(Launched
May
2013)

53. Alerts
and
Push
No3fica3ons
-­‐ Customer
profiles
-­‐ Booking
History
-­‐ Keeping
customers
Informed
-­‐ Facilita3ng
Seamless
booking
-­‐ Geoloca3on
Marke3ng
@lyne:eanthony
(Launched
May
2013)

54. Enhancing
the
Cinema
Experience...
NFC
+
in-­‐app
poster
recogni3on
@lyne:eanthony

55. and
perform
beau3fully
regardless
of
the
device
Final
words:
Mobile
can
be
a
great
user
and
brand
experience
@lyne:eanthony
but
must
con3nuously
adapt
to
the
consumer’s
needs

56. QuesRons?
Thank
you