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9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 1 
@HelloMobile on #MobileRocks at 
“Mobile stand...
#MobileRocks South Africa 
Raymond Buckle, Group CEO Silverstone / MMA SA Founding member and MMA EMEA Board Member 
@Hell...
•Service 
•Loyalty 
•Rewards 
•Social 
•mCommerce 
•mCRM 
•Up-sell 
•Cross Sell 
•Mobile Advertising 
•Direct Response 
•P...
Medium 
Audience 
Activities 
Devices & Operators 
5: Brand / Product Category Profiles 
6: Mobile Marketing and Advertisi...
Mobile Perspective of SAARF’s AMPS (All Media and Products Survey) Since 2009 
Bi-Annual rolling survey of 25,000 to 30,00...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 6 
Tomi Ahonen: “Mobile is the 7thMass Media” AMP...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 7 
Explosive growth of Mobile compared to other M...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 8 
94% of SA working adults use a cell phone, up ...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 9 
5% or 1.8mTablet Owners 
127 
616 
962 
1 840 ...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 10 
Penetration of cellular phone ownership and u...
#1 
Mobile as the 1stScreen 
In a recent global study released by MillwardBrown, an MMA Member – AdReaction 2014 –South Af...
Daily Screen Usage – South Africa (source: Millward Brown) 
TOTAL MINS: 431 
115 
minutes 
(27%) 
127 
minutes 
(29%) 
126...
Quirky Tweetable AMPS Stats… 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 13 
2 x TV 
There a...
AMPS Stats… 
Mobile dominates our lives as a media channel. 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWe...
2.4 per household 
In 2013, there was an average of 2.4 cellphones per household in South Africa 
AMPS Stats… 
#MobileIs… ...
AMPS Mobile Review 2014 
A Mobile Marketing Association South Africa Report proudly developed and sponsored by 
#MobileRoc...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 17 
Penetration of cellular phone ownership By LS...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 18 
Penetration of Adult Population by Audience S...
37.2m 
32.2m 
17.7m 
14.6m 
19.1m 
11.7m 
6.4m 
Audience Profiles 
SA Adult Population 
Cellphone Owners 
Mobile Data 
Bas...
Cellphone Owner Core Profile 
F 
M 
Education 
Employment 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebA...
Education 
Employment 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 21 
Snapshot: Basic Cellph...
Education 
Employment 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 22 
Snapshot: Mobile Data ...
Education 
Employment 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 23 
Snapshot: Tablet Users...
Education 
Employment 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 24 
Snapshot: Fixed Intern...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 25 
Core Audience Profile Comparison 
AvgPopulati...
83% 
52% 
30% 
34% 
3% 
31% 
71% 
55% 
16% 
18% 
0% 
16% 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAf...
AMPS Mobile Review 2014 
A Mobile Marketing Association South Africa Report proudly developed and sponsored by 
#MobileRoc...
8 746 
28 734 
24 387 
24 473 
17 724 
12 137 
6 758 
11 251 
483 
0% 
10% 
10% 
11% 
25% 
26% 
34% 
38% 
40% 
0% 
5% 
10%...
17 504 
9 679 
9 086 
10 113 
5 089 
10 582 
5 841 
10 829 
4 143 
11 092 
1 872 
6 498 
1 649 
6 426 
5 800 
27% 
27% 
30...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 30 
Size & Growth for Internet Activities on Cell...
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 31 
#MobileRocksPart 3Recap… Mobile Activities 
R...
The Internet in South Africa 
The only activity that has not achieved a mobile moment is Online TV. 
9/2014 Raymond Buckle...
252 
378 
630 
1 134 
1 386 
1 386 
1 890 
2 016 
2 520 
2 772 
3 654 
4 158 
5 544 
5 670 
8 190 
9 198 
10 458 
11 718 
...
205 
476 
656 
1 034 
1 458 
1 310 
1 356 
2 517 
3 465 
3 590 
9 049 
10 412 
11 925 
13 795 
14 993 
15 941 
17 210 
19 ...
Internet at Home 
Internet at home has grown from 5% in 2006 to 31% in 2013. 
Dial-up and ISDN is officially dead. 
Mobile...
AMPS Mobile Review 2014 
A Mobile Marketing Association South Africa Report proudly developed and sponsored by 
#MobileRoc...
Mobile Network Operators and Device Manufacturers 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica201...
Mobile Network Operator Market Share (Adults 15+ AMPS 2013AB) 
According to AMPS2013, Vodacom is still leading the market ...
Expenditure by Users on Cellphones 
According to AMPS, the mobile networks are earning R5bn per month off South African co...
Device Manufacturers Market Share 
According to AMPS2013 Nokia is still leading at 56% market share with 17.94m Nokia owne...
How to summarise this? 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 41
Cellphone Owners 
32.2m / 87% of Adults 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 42 
Trad...
Use 
Location 
Media 
Tactics 
Opportunity Guide for Basic Cellphone Users14.6m / 39% of Adults 
9/2014 Raymond Buckle, Si...
Opportunity Guide for Mobile Data/Internet Users17.7m / 48% of Adults 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA...
Opportunity Guide forTablet Users1.8m / 5% of Adults 
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica...
#MobileRocks 
@HelloMobile to get the report today. 
Enjoy the show!!! 
9/2014 Raymond Buckle, Silverstone: #MobileRocks S...
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Silverstone Mobile Rocks MWA2014

Keynote opening presentation at MobileWebAfrica 2014 in Johannesburg, South Africa. Tomi Ahonen said you MUST download this deck!!

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Silverstone Mobile Rocks MWA2014

  1. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 1 @HelloMobile on #MobileRocks at “Mobile stands 1stin Africa” “Mobile is the 7thMass Media”
  2. #MobileRocks South Africa Raymond Buckle, Group CEO Silverstone / MMA SA Founding member and MMA EMEA Board Member @HelloMobile According to AMPS2013AB: “Mobile is… as close as you can get to your consumers in South Africa!” #MobileRocks
  3. •Service •Loyalty •Rewards •Social •mCommerce •mCRM •Up-sell •Cross Sell •Mobile Advertising •Direct Response •Permission Marketing •Mobile Internet •Games •Branded Utilities •Community Brand Building Acquisition Retention Growth Traditional A/BTL Direct / CRM Digital Social Mobile Marketing& Advertising 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 3 We believe #MobileRocks and belongs at the heart of the Marketing Mix Mobile
  4. Medium Audience Activities Devices & Operators 5: Brand / Product Category Profiles 6: Mobile Marketing and Advertising Opportunities 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 4 6 Part Report Series based on AMPS 2013 AB Tweet #MobileRocks at @HelloMobile to get a copy of this MWA deck now.
  5. Mobile Perspective of SAARF’s AMPS (All Media and Products Survey) Since 2009 Bi-Annual rolling survey of 25,000 to 30,000 respondents, interviewed and weighted to the SA Adult population. It’s SA’s media planning and buying bible. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 5 14.6m / 39% Basic Cellphone use SMS, Voice & USSD # 36m / 97% Mobile Household Penetration 2.4 32.2m / 87% Individual Mobile Phone Ownership37.2m adults 1.8m / 5% Tablet Owners 13.2m / 36% Smartphone Owners 17.7m / 48% Use SMS, Voice, USSD and Mobile Data 11.7m / 32% Mobile Internet 6.5m / 17% Fixed Internet 19.2m / 52% Total Data/Internet Penetration
  6. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 6 Tomi Ahonen: “Mobile is the 7thMass Media” AMPS SA: Mobile stands 1stas interactive and mass media… 97% 88% 83% 83% 50% 47% 47% 46% 30% 18% 8% Cellphone OOH Radio TV Internet Any Print: Newspaper Print: Magazines Mobile Internet Pay TV Fixed internet Cinema
  7. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 7 Explosive growth of Mobile compared to other Mass Media Channels 0 5 000 10 000 15 000 20 000 25 000 30 000 35 000 40 000 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 MILLIONS Radio TV DVD DSTV/ MNET/ Top TV Landline telephone Cellphone Computer Internet Any Internet - mobile OOH Newspaper Magazine Cinema Inflection
  8. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 8 94% of SA working adults use a cell phone, up from 29% in 2000. 5% 20% 46% 70% 80% 91% 94% 1996 1997 1998 1999 2000 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008A 2008B 2009A 2009B 2010 2011 2012 2013
  9. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 9 5% or 1.8mTablet Owners 127 616 962 1 840 48 246 392 736 0 500 1 000 1 500 2 000 2 500 2011 2012 2013 Jan-Jun 2013 Jul-Dec 000s Population Households
  10. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 10 Penetration of cellular phone ownership and use by LSM 39% 36% 58% 58% 55% 50% 42% 31% 27% 18% 10% 32% 2% 4% 8% 16% 28% 42% 54% 65% 76% 16% 5% 14% 15% 16% 20% 18% 18% 13% 12% 11% 87% 42% 74% 77% 79% 85% 88% 91% 94% 95% 97% 0% 20% 40% 60% 80% 100% 120% LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Voice, SMS & USSD 14,4m Mobile internet 11,7m Mobile data other than internet 6.1m
  11. #1 Mobile as the 1stScreen In a recent global study released by MillwardBrown, an MMA Member – AdReaction 2014 –South Africa was featured as part of the survey and the results are surprising… For more information contact… Monique .Leech@MillwardBrown.com Director Digital Solutions, MillwardBrownSA 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 11
  12. Daily Screen Usage – South Africa (source: Millward Brown) TOTAL MINS: 431 115 minutes (27%) 127 minutes (29%) 126 minutes (29%) 63 minutes (15%) Global Average: 113 (27%) Global Average: 108 (26%) Global Average: 50 (12%) Global Average: 147 (35%)
  13. Quirky Tweetable AMPS Stats… 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 13 2 x TV There are more than twice as many cellphones as there are TV sets in SA (34.6m vs 17m) 76% ofemail 76% of e-mails are sent and received from a cellphone 8.4xlandlines There are 8.4 times more homes with cellphones than landline telephones 4.3xComputer There are 4.3 times more households with a cellphonethan a computer 2.9xemail users SMS text messaging is used by 2.9 times more people than email 5xPC internet There are 5 times more cellphonesubscribers than fixed Internet users
  14. AMPS Stats… Mobile dominates our lives as a media channel. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 14 84% 84% of internet users in SA access the internet via mobile technology 99% 99% or 17,570m mobile data users, also use SMS and USSD functions 130k 130,000 people use mobile data but do not own their own cellphone–go figure… 17.6m 17,653m cellphoneowners use Mobile Internet and Data services 14.6m 14.593m cellphoneowners use Voice, SMS and USSD services only 32.2m There are 32.246m adult Cellphone owners in South Africa
  15. 2.4 per household In 2013, there was an average of 2.4 cellphones per household in South Africa AMPS Stats… #MobileIs… 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 15 94% 93.5% of SA working adults use a cellphonecompared to 29% in the year 2000 4.9% 1.8m or 4.9% of Adult Population own a Tablet Device (up from 1.8% in 2012) 36% 36% of SA Adult Population owns a smartphone (that’s 41% or 13.2m of cellphoneowners) R4,129,000,000,000 Only mobile allows you to reach 87% of R4,746Trillion Annual Household Spend R565 Tablet Owners spend an average of R529 on cellular per month •Personal •Always On •Always Close •Versatile •Effective •Central to the Path to Purchase •Infinitely Measurable
  16. AMPS Mobile Review 2014 A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks SA… Part 2: The Audience 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 16
  17. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 17 Penetration of cellular phone ownership By LSM (Living Standards Measure) 87% 42% 74% 77% 79% 85% 88% 91% 94% 95% 97% R 10 609 R 1 480 R 2 218 R 2 585 R 3 205 R 4 344 R 6 822 R 11 882 R 16 754 R 23 539 R 36 883 R 0 R 10 000 R 20 000 R 30 000 R 40 000 R 50 000 R 60 000 LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Monthly Household Income
  18. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 18 Penetration of Adult Population by Audience Segment 44% 50% 62% 69% 43% 30% 25% 25% 87% 80% 86% 93% Black Coloured Indian White Race 63% 61% 47% 20% 24% 33% 43% 57% 86% 93% 90% 77% 15-24 25-34 35-49 50+ Age 61% 57% 43% 39% 41% 40% 31% 29% 43% 39% 45% 48% 92% 85% 85% 77% 86% 88% Gauteng W Cape KZN E Cape F State Other Province 48% 46% 37% 41% 86% 87% Male Female Gender 48% 39% 87% Population Norm Voice, SMS & USSD Use Mobile Data Use Cellphone Ownership
  19. 37.2m 32.2m 17.7m 14.6m 19.1m 11.7m 6.4m Audience Profiles SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet 1.8m Tablet Owners 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 19
  20. Cellphone Owner Core Profile F M Education Employment 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 20 Snapshot: Cellphone Owners32.2m | 87% of Adult Audience 15 50 Age 37 1 10 LSM 7 Income R11.4k R154 53% Below 35 78% Black 26% English / Afrikaans 74% African Language 48% Some High school 39% Working 15% Students 55% Urban / 27% GP 53% LSM 5 to 7 Gender 52% F Gender Location 45% 55% Rural Urban Age 26% 27% 25% 22% 15-24 25-34 35-49 50+ Language Race 78% 8% 11% Black Coloured Indian White 74% 14% 12% African languages Afrikaans English Other Language 48% 36% 15% Up to Some High Matric Tertiary education Province Income LSM 27% 19% 12% 11% 10% 8% 7% 5% Cell Exp 1% 3% 5% 11% 16% 24% 13% 10% 11% 7% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM10 3% 8% 10% 19% 17% 12% 15% 17% 39% 30% 15% 9% 8% Working Unemployed Student Retired Housewife 48% 52% Male Female
  21. Education Employment 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 21 Snapshot: Basic Cellphone Users14.6m | 39% of Adult Audience Basic Cellphone User Core Profile 15 50 Age 43 1 10 LSM 5.4 Income R7k R94 64% 35 and older 85% Black 18% English / Afrikaans 83% African Language 67% Some High school 33% Working 35% Unemployed 62% Rural 62% LSM 4 to 6 Gender Gender Location Age Language Race Province Income LSM Cell Exp 21% 20% 13% 12% 9% 9% 8% 6% 2% 1% 5% 8% 16% 21% 25% 10% 6% 5% 2% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM10 4% 12% 15% 25% 18% 10% 10% 7% 35% 33% 16% 9% 7% 67% 27% 6% Up to Some High Matric Tertiary education 83% 11% 7% African languages Afrikaans English Other Language 85% 7% 2% 6% Black Coloured Indian White 62% 38% Rural Urban 16% 21% 27% 37% 15-24 25-34 35-49 50+ 46% 55% Male Female F M 55% F
  22. Education Employment 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 22 Snapshot: Mobile Data Users17.7m | 48% of Adult Audience Mobile Data User Core Profile 15 50 Age 32 1 10 LSM 7 Income R15k R208 66% under 35 72% Black 32% English / Afrikaans 67% African Language 67% Matric +Tertiary(23%) 43% Working 22% Students 68% Urban 79% LSM 6 to 10 Gender Gender Location Age Language Race Province Income LSM Cell Exp F M 50% F 33% 17% 14% 10% 8% 7% 5% 5% 1% 0% 1% 2% 6% 12% 23% 16% 12% 16% 12% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 2% 5% 6% 15% 16% 13% 19% 25% 43% 26% 22% 6% 3% 44% 23% 33% Matric Tertiary education Up to Some High 67% 16% 16% African languages Afrikaans English Other Language 72% 10% 3% 15% Black Coloured Indian White 32% 68% Rural Urban 50% 50% Male Female 34% 32% 24% 10% 15-24 25-34 35-49 50+
  23. Education Employment 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 23 Snapshot: Tablet Users1.8m | 5% of Adult Audience Tablet User Core Profile 15 50 Age 32 1 10 LSM 8.7 Income R29k R565 66% under 35 52% Black 56% English / Afrikaans 43% African Language 47% Tertiary Education 57% Working 25% Students 93% Urban 67% LSM 9 and 10 Gender Gender Location Age Race Province Income LSM Cell Exp F M 54% Language 35% 31% 24% 11% 15-24 25-34 35-49 50+ 54% 46% Male Female 7% 93% Rural Urban 52% 10% 8% 30% Black Coloured Indian White 43% 20% 36% African languages Afrikaans English Other Language 15% 37% 47% Up to Some High Matric Tertiary education 57% 25% 10% 6% 2% 1% 1% 1% 4% 8% 8% 17% 62% 0% 0% 0% 0% 1% 9% 10% 13% 29% 38% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 52% 18% 13% 7% 4% 3% 2% 1% 1%
  24. Education Employment 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 24 Snapshot: Fixed Internet6.4m | 17% of Adult Audience Fixed Internet User Core Profile 15 50 Age 35 1 10 LSM 8.3 Income R24k R248 66% under 35 56% Black 51% English / Afrikaans 48% African Language 44% Tertiary Education 57% Working 22% Students 81% Urban 71% LSM 8 to 10 Gender Gender Location Age Race Province Income LSM Cell Exp F M 57% Language 27% 29% 29% 16% 15-24 25-34 35-49 50+ 57% 43% Male Female 19% 81% Rural Urban 56% 9% 6% 29% Black Coloured Indian White 48% 21% 30% African languages Afrikaans English Other Language 13% 43% 44% Up to Some High Matric Tertiary education 57% 22% 12% 5% 4% 0% 2% 2% 5% 9% 10% 24% 48% 0% 0% 0% 1% 4% 13% 13% 15% 28% 28% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 41% 17% 15% 7% 6% 5% 4% 3% 1%
  25. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 25 Core Audience Profile Comparison AvgPopulation AvgAge AvgLSM AvgHousehold Income Average Cellular Expense 37 214 000 32 246 000 17 783 000 14 593 000 19 187 000 11 728 000 6 448 000 1 840 000 - 20 000 000 40 000 000 SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners 38 37 32 43 32 31 35 32 - 50 6,1 6,3 7,0 5,4 7,0 7,5 8,3 8,7 - 10,0 R 10 609 R 11 356 R 14 925 R 7 008 R 14 731 R 17 927 R 23 776 R 29 259 R - R 20 000 R 40 000 R 154 R 154 R 208 R 94 R 210 R 253 R 248 R 565 R - R 500 R 1 000
  26. 83% 52% 30% 34% 3% 31% 71% 55% 16% 18% 0% 16% 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 26 Interactive Penetration by clusterbased on Muller Cluster Model LSM 1-3 Rural LSM 4-5 Rural / Peri -Urban LSM 6-7 Peri-Urban / Urban LSM7-10 Low Metros LSM10 High Metros Traditional11% | 4.1m R2,317 HHI/m Transitional28% | 10.4m R3,870 HHI/m Middle Class30% | 11.2m R7,614 HHI/m Upper Middle28% | 10.4m R20,639 HHI/m Elite 3% | 1.1m R41,015 HHI/m R9.5bn R40.3bn R85bn R215bn R45.8bn Cell Basic Cell Use Mobile Data Any Internet Fixed Internet (Desktop) Internet at Home 87% 39% 47% 52% 17% 49% 94% 23% 71% 76% 39% 75% 98% 8% 89% 95% 81% 95% 88% 40% 48% 52% 11% 49% Penetration in adult population37.2m Only mobile allows you to reach 87% of R4,746Tn Annual Household Spend
  27. AMPS Mobile Review 2014 A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks SA… Part 3: Activities on Mobile 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 27
  28. 8 746 28 734 24 387 24 473 17 724 12 137 6 758 11 251 483 0% 10% 10% 11% 25% 26% 34% 38% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% - 4 000 8 000 12 000 16 000 20 000 24 000 28 000 32 000 36 000 Play games Receive Please callme message Send and Receive anSMS Send Please call memessage Take photos Listen Radio Competition/ Vote/ Donate Take video Watch TV Growth YOY 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 28 Size & Growth for Cellphone activities that require NO DATA connectivity…
  29. 17 504 9 679 9 086 10 113 5 089 10 582 5 841 10 829 4 143 11 092 1 872 6 498 1 649 6 426 5 800 27% 27% 30% 30% 35% 39% 44% 45% 46% 49% 50% 64% 70% 116% 167% 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% - 2 000 4 000 6 000 8 000 10 000 12 000 14 000 16 000 18 000 20 000 Mobiactivities MMS Social: Facebook SocialNetworking Social: Other DownloadMusic Email IM / Chat Mobile apps Internet Subscribe tocontent Downloadringtone orlogo Readpublication Watch video Social: Twitter Growth YOY 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 29 Size & Growth for Cellphone activities that REQUIRE DATA connectivity…
  30. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 30 Size & Growth for Internet Activities on Cellphone 1 298 1 534 1 770 236 236 1 062 4 838 354 1 652 4 851 5 179 6 107 10 169 680 9 967 8 633 2 715 1 333 3 659 0% 0% 0% 0% 0% 0% 0% 0% 0% 25% 29% 38% 43% 44% 44% 47% 66% 68% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% - 2 000 4 000 6 000 8 000 10 000 12 000 14 000 16 000 Growth YOY
  31. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 31 #MobileRocksPart 3Recap… Mobile Activities Receive Please call me message 28.7m Send Please call me message 24.5m Send and Receive an SMS 24.4m Take photos 17.7m Mobile Data Activities 17.5m Listen Radio 12.1m Take video 11.3m Internet 11.1m IM / Chat 10.8m DL Music 10.6m Take photos grew by 3.5m Watch video grew by 3.5m IM / Chat grew by 3.4m Take video grew by 3.1m Search grew by 3.1m Download Music grew by 3.0m Social Networking grew by 2.7m Mobile data activities grew by 3.7m Internet grew by 3.7m Receive PCM message grew by 2.5m Social: Twitter grew by 47% Watch video grew by 116% Download Apps grew by 71% Read publication grew by 70% Watch Online Video grew by 68% Internet Banking grew by 66% Download ringtone or logo grew by 64% Subscribe to content grew by 50% Internet grew by 49% Social Networking grew by 47% 2013 Top 10 most popular activities 2013 Top 10 biggest growth activities 2013 Top 10 fastest growing activities
  32. The Internet in South Africa The only activity that has not achieved a mobile moment is Online TV. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 32
  33. 252 378 630 1 134 1 386 1 386 1 890 2 016 2 520 2 772 3 654 4 158 5 544 5 670 8 190 9 198 10 458 11 718 130 260 325 650 195 715 910 325 1 495 1 625 1 755 1 365 1 625 1 300 4 940 2 730 1 495 5 395 236 236 354 708 1 298 1 062 1 298 1 770 1 534 1 652 2 714 3 658 4 838 5 192 6 136 8 614 10 148 9 912 0 2 000 4 000 6 000 8 000 10 000 12 000 14 000 000s Any platform Via computer Via cellphone 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 33 Internet Activities by Platform Audience base sizes: –Any platform –12.6m –Via computer –6.5m –Via cellphone–11.8m
  34. 205 476 656 1 034 1 458 1 310 1 356 2 517 3 465 3 590 9 049 10 412 11 925 13 795 14 993 15 941 17 210 19 187 22 733 26 985 32 083 38 194 6 397 7 519 9 327 10 779 11 487 13 238 14 871 17 829 21 375 25 627 30 725 36 836 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 1996 1997 1998 1999 2000 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 000s Total data access (any type) Mobile data access 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 34 Data and internet Access Trend 19% 2X
  35. Internet at Home Internet at home has grown from 5% in 2006 to 31% in 2013. Dial-up and ISDN is officially dead. Mobile Data and Mobile Internet rules. Long live the internet… at home! 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 35 1 622 1 999 2 563 3 658 5 016 6 854 8 537 11 483 29 281 29 110 28 742 28 840 29 004 28 080 26 399 25 731 - 5 000 10 000 15 000 20 000 25 000 30 000 35 000 40 000 2006 2007 2008 2009 2010 2011 2012 2013A6 Internet at home No internet at home 31% 5% 0% 20% 40% 60% 80% 100% 2006A 2007 2008 2009 2010 2011 2012 2013A6 Dial-Up ADSL ISDN Wireless network (iburst, WiFi) Mobile Network (3G, Edge, GPRS) Mobile Internet (Wap) Mobile Internet device (iPad, Sony PSP) WebBox/ Internet OnTV Internet access at home Type of Access
  36. AMPS Mobile Review 2014 A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks SA… Part 4: Devices / Operators 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 36
  37. Mobile Network Operators and Device Manufacturers 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 37
  38. Mobile Network Operator Market Share (Adults 15+ AMPS 2013AB) According to AMPS2013, Vodacom is still leading the market at 45.7%, closely followed by MTN at 43.1% and Cell C is at 10.4% Telkom Mobile, Virgin and other MVNO’s make up less than 1% of total market share. The smaller the network, the greater the tendency to use mobile data. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 38 45,7% 43,1% 10,4% 0,5% 0,2% 0,1% Vodacom MTN Cell C Telkom Mobile Virgin Mobile Other Networks Mobile Network Operator Market Share (SA Adults 15+) 54 53 52 66 66 73 56 45 46 47 34 32 26 44 All CellphoneOwners Vodacom MTN Cell C Telkom Mobile Virgin Mobile Other Networks % of Base Mobile Data Voice, SMS & USSD only Cellphone Use by Mobile Network Operator (SA Adults 15+)
  39. Expenditure by Users on Cellphones According to AMPS, the mobile networks are earning R5bn per month off South African consumers. The average cellphoneowner is spending R154 per month on cell and airtime related expenses. If you dig deeper…Mobile Data users spend R208/month while basic cellphoneusers only spend R94/month. Vodacom at 46% market share, gets 27% or almost R50/month more out of the average user than MTN. His equates to R800m /month more revenue. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 39 Operator Number of users 000s Average monthly cell expenses Rm per month Total users Mobile data users Voice / USSD SMS only users Cellphone users 32,461 R 154 R 208 R 94 R 4,999 Vodacom 14,938 R 177 R 207 R 99 R 2,644 MTN 14,146 R 128 R 208 R 92 R 1,811 Cell C 3,150 R 158 R 207 R 82 R 498 Telkom Mobile 167 R 185 R 207 R 97 R 31 Virgin Mobile 50 R 250 R 207 R 177 R 13 Other Network 9 R 57 R 207 R 52 R 1
  40. Device Manufacturers Market Share According to AMPS2013 Nokia is still leading at 56% market share with 17.94m Nokia owners. Followed by Samsung with 5.67m owners 17.6% and then Blackberry with 4.48m owners at 13.9%. Blackberry, iPhone and HTC users always use data, with Nokia and Samsung and LG reflecting a more even split between basic use and data. Interestingly there are only 230k Apple iPhone owners based on the AMPS 2013 audience. 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 40 55,7% 17,6% 13,9% 5,1% 2,7% 2,0% 1,1% 0,7% 0,6% 0,4% 0,2% 0,1% 0,1% Nokia Samsung BlackBerry Other Vodafone LG Motorola Apple iPhone Sony Ericsson HTC Ericsson Siemens SAGEM 0.03m 0.03m 0.06m 0.13m 0.19m 0.23m 0.35m 0.64m 0.87m 1.64m 4.48m 5.67m 17.94m MobileData Voice, SMS & USSD
  41. How to summarise this? 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 41
  42. Cellphone Owners 32.2m / 87% of Adults 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 42 Traditional A/BTL Direct / CRM Digital Social / PR Mobile Whether you’re a big brand, corporate, start-up or Spaza – Mobile belongs at the heart of the marketing mix! It should form a layer in every campaign or strategy. Reach Engagement Conversion Transaction
  43. Use Location Media Tactics Opportunity Guide for Basic Cellphone Users14.6m / 39% of Adults 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 # Reach Engagement Conversion Transactions Voice SMS USSD Smart Message Internet Brower Apps Social Payments MMS Mobile Email Camera C2A: SMS keyword to Short Code C2A: Dial USSD C2A: Please Call Me C2A: Missed Call / Flash Msg Text Tags Referral Messaging Outbound Calls (AVM) Leverage A/BTL / POS / On Pack Opt-in SMS Opt-in Smart Message Opt-ins Competitions Mobile Payments Airtime Rewards Interactive IVR & USSD Interactive SMS Apps Profiling Location Targeting Surveys & Quizzes Text Vouchers Product Purchase Confirmation Audio Messaging Direct & Lead Generation CRM Messaging Click to Call & Call Backs Text Alerts & Notifications 43
  44. Opportunity Guide for Mobile Data/Internet Users17.7m / 48% of Adults 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 Use Location (IP/ GPS / Cell ID / Beacons) Voice SMS USSD Smart Message Internet Brower Native Apps Social Payments MMS Mobile Email Camera Media Tactics Reach Engagement Conversion Transactions All the media and activation opportunities listed for basic phones plus… QR Codes / Image/Audio Recognition Mobile Search and SEO RTB / DSP / Programmatic Media Deep Targeting and Retargeting Organic & Bought Social Media Mobile Email + App Push Browser + InAppDisplay Advertising Rich Media, Mobile Video ads, et al All of the media opportunities, mechanics and tactics applicable to basic phones plus … Photo uploads Location based Check- ins Interest based Info- tainment Forums, chat and msgboards OTP Cell number validation Voting / Rating / Polling Deep Social Integration Local based store finders One click-to- call Augmented Reality Points & Leaderboards (Gamification) Product Comparison + Vouchers & Coupons 44
  45. Opportunity Guide forTablet Users1.8m / 5% of Adults 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 45 127 616 962 1 840 48 246 392 736 0 500 1 000 1 500 2 000 2 500 2011 2012 2013 Jan-Jun 2013 Jul-Dec 000s Population Households Tablets are bigger than smartphone Size-up and HD your creative –it’s ok on Wi-Fi Tablets don’t have a mouse or keyboard Use touch and swipe techniques Remember the “C” Word They’re leaning back - inform and entertain. Video. They earn 3X avg., urban, youthful & educated Be clever. Innovate! They can afford to buy! They’re social Make it easy to connect and share – integrate social Personalise msg& content –use App Push with caution Its really personal – Profile and Segmentaudience
  46. #MobileRocks @HelloMobile to get the report today. Enjoy the show!!! 9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 46

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