The Power of Digital Platforms

1. The Transformative Power of! Digital Platforms in the Media Industry

2. Mobile Weapons of mass distraction

3. @kaapin www.willembreytenbach.com wbreyten@media24.com

4. Change Digital! Platforms! Media Models! Consumer Behaviour!

5. •  The world as we know it is changing •  Digital platforms are evolving to meet our needs and wants in new ways •  Everything is shifting to mobile

6. Mobile has become the #1 ! mass media in SA in 2013

7. Mobile has become the #1 ! mass media in SA in 2013 35 30 25 Radio TV 20 Read Magazines/Newspapers Landline at home 15 Mobile phone 10 Desktop/Laptop 5 0 2005 2006 Source: AMPS Adults in million 2007 2008 2009 2010 2011 2012 2013

8. Mobile device use is eclipsing ! that of PC’s worldwide 3 000 000 000 2 500 000 000 Tablets 2 000 000 000 We are here 1 500 000 000 Smartphones 1 000 000 000 500 000 000 Personal computers 2000 2004 2008 2012 2016

9. The future is mobile 3000 2500 2000 Consumer broadband connections (millions) Mobile 1500 Fixed 1000 500 0 2005 2010 2015

10. Mobile is booming in SA: ! Mobile internet users 25 23.1 20.1 20 Millions 16.8 15 13.2 9.5 10 5.8 5 3.1 0.6 1.3 0 2008 2009 2010 2011 2012 2013 2014 2015 2016

11. Explosion of Mobile M24 Magazines Mobile vs. PC growth trends December 2012 December 2013 Unique Browsers: 34% 66% PC Mobile 39% 61%

12. MyEdit •  The MyEdit app has seen an interesting split of digital platform usage phone 70% vs. tablet 30% •  This shows that smartphones and mobility are all important to the modern day consumer

13. Changing Consumer Behaviour

14. Mobile: More than just calling ! and texting device } “Cell users now treat their gadget as a body appendage” -Lee Rainie, Director of Pew Research Centre’s Internet & Life Project

15. Consumer Behaviour is changing •  Always ‘plugged in’ – never leave home without smartphone •  Access to all content •  Instant gratiﬁcation – I want it now •  Mobility – I can get anything I need from my smartphone •  Companionship

16. Smartphones are used everywhere 97% at home 88% on the go 81% in a store 87% at work access the Internet every day on their smartphone 63% Source: IPSOS-Markinor 37% 37% would rather give up TV than their smartphone

17. App usage is ubiquitous with:! ! 17 apps installed on average 7 apps used in the last month 3 paid apps installed on average Smartphone users are avid video watchers" 71% of which 11% use video at least once a day Source: IPSOS-Markinor Source: IPSOS-Markinor

18. Misbeliefs •  There is a myth that mobile advertising does not work. But, •  We have seen conclusive results and impressive ROI’s:

19. Content Marketing •  Content marketing is changing the approach of advertisers •  The growth of digital, mobile platforms means that advertising has shifted to targeted, personalised engagement that are focussed on building brand loyalty instead of selling products

20. •  We no longer rely on traditional media to ! help us make decisions •  Our beliefs and decisions are now ! reafﬁrmed by our social graph ! and digital ecosystem •  Our entire outlook is adapting ! to our connected ! environment

21. Smartphones are critical ! for local business 72% connected with the business 31% 78% 39% told others about it visited the business made a purchase 90% of smartphone users look for local information on their phone 93% take action, such as making a purchase or contacting the business Source: IPSOS-Markinor

22. Shopping Smartphones are critical shopping tools with 85% having researched a product or service on their device ! 39% 41% 24% then purchased ! via computer then purchased it ofﬂine then purchased on smartphone

23. The future market Retail Media & Entertainment $ 17 Trillion! Travel $ 2 Trillion! Advertising $ 0.9 ! Trillion! $ 0.6 ! Trillion!

24. Surprises •  The belief is that mobile platforms are used only for quick-hit ! stories and tweets instead of ! longform reads But •  Long reads and mass consumption of content is also extremely prevalent •  80% of people said they would watch TV on their phones and 88% said they’d watch movies

25. The future of media Personalisation ‘Articilisation’ Technological algorithms Engagement TV formats – NetFlix ! Not print, not PDF [Not Africa now]

26. Social Media! Growth of mobile consumers is eclipsing desktop users. Many opportunities and challenges Ecosystem of ! ‘experiences’ ! Advertisers’ changing spending patterns – as they move between advertising media and platforms We present relevant content which delivers ‘experiences’ to the consumer

27. Content creates experiences •  The content that we choose to consume is shaping our ecosystem of experiences •  This ecosystem means that all the content we want is easily accessible and relevant •  We know and trust our sources on a personal level •  Content stays king

28. Monetise these content ‘experiences’ Subscriptions Advertising Commercial Activity e-commerce

29. Take Away: •  Whether you are in Business, Marketing, Medicine, Media, Education, Retail, Advertising, Logistics, Development, Sciences, Engineering, Humanities and everything else: •  If you are not playing mobile, it is too late, ! you are dead

30. Thank you! For the presentation go to ! www.willembreytenbach.com

The Power of Digital Platforms

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The Power of Digital Platforms

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