Leading Mobile App Development Companies in India (2).pdf
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
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…
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
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.
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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?
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42. Cellphone Owners
32.2m / 87% of Adults
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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
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#
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
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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!!!
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