1. Which
one
are
you?
or
Tim
Bishop
@"mprezence

2. The
mobile
user...
meet
him!
(or
her)
On
the
move,
demanding,
always
on,
mul8-­‐
tasker,
mul8-­‐persona,
he
is
the
same
as
you!
(assume
nothing...
he
may
also
have
a
crap
phone)
@"mprezence

3. He
booked
for
Coldplay
with
his
mobile
and
took
it
with
him
(along
with
50,000
others!)
...always
with
him,
always
on
and
does
everything
@"mprezence

4. Your
Target
Audience?
Everyone!
Consider
those
who
have
limited
mobile
experience
-­‐
educa"on
Consider
those
who
have
lower
literacy
capabili"es
-­‐
intui"ve
Consider
those
who
want
the
basic
informa"on
–
FAST
-­‐
snack
Consider
those
who
are
demanding
and
want
loads
-­‐
expand
@"mprezence

5. Remember context? I’m mobile!
•
Browsing
one
handed
(coffee)
•
In
a
queue
and
wants
to
jump
it
•
On
the
loo
with
"me
to
kill
•
Lost
and
needing
fast
direc"ons
•
Want
to
find
cool
stuff
near
me
•
Product
research
and
comparison
•
Want
to
engage
with
your
brand
•
WANT
TO
SHARE
AND
TALK!
CONSIDER
WHERE
AND
WHY!
@"mprezence

6. User
Mobile
Experience
Just
a
few
8ps
(and
a
couple
of
rants)
(Oh
no,
here
he
goes
again!)
6
@"mprezence

7. TOUCH
:
Us
posh
people
have
fingers
Fingers
are
not
matchs8cks
So
leave
room!
@"mprezence

8. Where
am
I?
I
am
sure
I
just
clicked!
Build
informa8on
‘above
the
fold’
to
make
sure
the
user
knows
where
they
are...
Show
change
to
the
user
in
‘Ac8on
Areas’
(Visible
Screen)
Top
menus
No
obvious
change
Each
click
shows
a
clear
change
on
each
page
refresh
Cursor
Nightmare!
@"mprezence

9. If
you
know
what
makes
me
8ck...
MSISDN + PROFILING
You
can
personalise
USSD and
be
RELEVANT
XXXXX
MOBi:
Hi
Subusiso
Select
Op"ons
Hi
Subusiso
SMS
1
–
Register
The
latest
XXX
2
–
News
Alerts
newsleXer
is
3
–
Compe""ons
Out!
Click
HERE
4
–
Refer
Friend
-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ or
reply
and
Reply
you
could
win
a
R500
voucher
@"mprezence

10. Ease
of
Use?
Apps
should
be
good!
Dear
customer,
here
is
an
iPhone
app
for
the
chosen
few,
the
other
10m
of
you
can
F&^%
off
and
buy
a
computer!
Illegible
text
for
cri8cal
info
that
I
really
need
to
know
even
on
one
of
the
easiest
pla[orms
to
develop
and
design
on!
No
common
usability
/
flow
(some
clickable
some
not)
Too
many
clicks
to
get
where
I
need
to
go
(up
to
5)
Core
func8onality
links
to
website
–
No
MOBi!..
WTF!!
Why
do
premium
SA
brands
think
this
is
acceptable?
SA
is
a
mobile
leader.
Really?
@"mprezence

11. Mobi
should
not
look
crap....
Who
is
this
aimed
at?
Would
they
treat
print
ads
like
this?
Dear
CocoPops,
If
you
don’t
care
about
your
brand,
why
should
I?
@"mprezence

12. Usefulness....?
Why bother?
Check-­‐in
process
–
That
looks
promising!
Paperless
Ticket
–
to
my
mobile?
NOPE!
Change
my
booking
-­‐
I
am
late
dammit!
WEATHER?
I’m
mobile...
I
can
LOOK
UP!
@"mprezence

13. Great
brands...
Lazy
or
misinformed?
VALIDATION?
WHY?
(tell
me
1st)
NOT
MORE...
IDs
are
tricky
to
type
My
rules
not
yours
Crappy
apps!
@"mprezence

14. What
do
people
(you)
need?
It’s
not
rocket
science!
RELEVANCE
To
my
life,
where
I
am,
who
I
am
and
what
I
might
want
to
do
EASE OF USE
I
am
a
normal
human,
don’t
be
a
smartarse
and
over-­‐complicate
things
USEFULNESS
Give
me
something
I
want
to
use
and
that
will
add
value
to
my
life
ACCESSIBILITY
I
want
to
use
it
when
it
suits
me
from
any
device
I
choose,
24/7
But
you
also
need
to
know
what
they
are
using!
14
@"mprezence

15. REALITY:
Who
is
buying
what
in
SA
47%
17%
14%
13%
OTHER
OTHER
OTHER
OTHER
OTHER
OTHER
OTHER
OTHER
8%
Less
than
1%
All
Device
Types
(June
11)
@"mprezence

16. Who
owns
what
in
SA?
45,0%
SMARTPHONE
40,0%
39,8%
12%
(5
million)
35,0%
29,9%
30,0%
25,0%
20,0%
Samsung
29.9%
Blackberry
represents
half
of
Nokia
3
9.8%
5m
E250s!!!!
15,0%
all
SmartPhones
5m
Nokia
M.E
(+-­‐
2.5m)
10,0%
7,7%
5,9%
4,6%
5,0%
3,0%
2,0%
0,9%
0,8%
0,4%
0,0%
Nokia
Samsung
SonyEricsson
LG
RIM
Motorola
Apple
HTC
Openwave
MAUI
* Source Admob July 2010
@"mprezence

17. So
why
are
brands
always
thinking
Smart-­‐Apps
first?
SA
is
a
Mobi
First
country
(unless
you
want
to
make
Angry
Birds)
Here
are
10
things
you
may
not
have
realised
about
Mobi…
17
@"mprezence

18. Mobi reaches the masses -14m now! (33m)
Featurephones, SmartPhones and
Tablets… Android, Symbian, iOs,
BB, WM… we don’t care…
Mobi services them all!
14m+ (33m capable)
5m
(+23m similar)
300k 2.5m 50k tablets
@timprezence

19. Spread the message easily, find it easily
ONE URL - One message!
TV, radio, print, QR, SMS,
NFC, Outdoor and…
Google finds and indexes!
Visit our SMS
mobisite
at http://
sterkineko
r.mobi
Promote your
‘Apps’ from your mobi site 19
@timprezence

20. Instant Gratification – get there in seconds
Instantly available everywhere
Engagement to action is seamless
Mobi is always on… for all!
@timprezence

21. Seamless Customer Experience
Instant upgrades and evolution
5 minutes ago
4 minutes ago
No pissing about with upgrades and downloads, it’s instant!
@timprezence

22. Share-ability and Communities
Sharing is about everyone being able to see it
True communities and ‘Word of Click’
should involve everyone.
Mobi is for everyone to share
@timprezence

23. Time and Cost to Market – Much better!
One central deployment and infrastructure (5 for SmartPhones)
Apps can be built on top of core mobi services later
Less cost, short time to market & infinitely scalable
@timprezence

24. Longevity: Mobi is available 24/7 - Forever
20% of apps used next day with average shelf life of 30 days.
Would you ever reinstall it? Mobi is there when you need it
from any device you need it from… 24 /7.
…and mobi can also have
a launch icon on the user’s
device just like an app!
@timprezence

25. People prefer shopping on Mobi
(KeyNote systems for Adobe)
What Users want from
Finance, Travel and Shopping
Strong bias toward mobi for
BROWSING PREFERENCE
every mobile shopping task
from researching and
comparing a product, to price
info, rating or sharing socially
and subsequently purchasing
that product, checking order
status and locating the store.
Mobile shoppers would rather
fire up a browser than an app.
73% of consumers have
researched big-ticket items
prior to purchase (Source: That
lovely lady from Mr Price yesterday;)
MOBI APPS
Mobi = 67.25 Apps = 32.75
25
@timprezence

26. I get 100% of revenue from Mobi (not 70%)
And I can transact using any method I like on 97% of phones
- Credit card
- Debit card
- Loyalty points
- MiMoney
- Vouchers
- PRSMS
@timprezence

27. Mobi can look and perform just like Apps
Hardware GPS .. and you don’t need HTML5 to do it!
REASON 10
Accelerometer
Camera (Android)
Touch & Swipe
Mapping
Image upload
Pinch and Zoom
Dynamic content
HD Video
Mobi
mini
>
Enhanced
Mobi
>
Smart
Mobi
>
HTML5
27
@timprezence

28. Don’t
just
think
customer!
Think
Staff!
Air"me
rewards
Sales
submission
SMS
Confirma"ons
and
instant
giveaways
@"mprezence

29. Apps
are
very
cool
and
we
ILOVEAPPS
love
them
too,
but....
do
it
for
the
right,
properly
researched
reasons!
(and
of
course
aoer
mobi,
and
in
the
right
OS
order)
@"mprezence

30. SA
SmartPhone
OS
monthly
sales
63%
25%
6%
June
2011
4%
@"mprezence

31. Mass
Market
(penetra8on)
Nokia Ovi
Blackberry
Android
iPhone
iPad
/
Tablet
Windows
Mobile
@"mprezence

32. Finally....
USSDROCKS
Mobilising
the
Masses...
cover
all
the
bases:
USSD
“Half
of
the
phones
we
sell
only
do
SMS
&
USSD”
(Source:
The
nice
bloke
sat
next
to
the
other
nice
bloke
from
PEP
yesterday)
@"mprezence

33. USSD
Solu8on:
The
poor
man’s
mobi
Opportunity
to
engage
50m
people
‘WE
COVER
YOU’
INSURANCE
In
case
you
do
something
silly!
1
Motor
2
Business
3
Funeral
*120*807*2# - 4
Specialist
or dedicated USSD
5
Insurance
For
Women
6
Life
7
Guaranteed
Investments
Reply?
3
Browsable
menu
of
ALL
products,
CRM,
Call
Me
backs,
air8me
top-­‐up,
compe88ons,
informa8on
@"mprezence

34. USSD
Solu8on:
Info
and
interac8on
FUNERAL
&
DEATH
INSURANCE
FUNERAL
INSURANCE
-­‐
Just
in
case
you
drop
dead!!!
-­‐
Let
someone
else
dig
your
hole
-­‐
not
your
family!
1.
Funeral
Insurance
2.
Grocery
Assistance
Plan
1.
CALL
ME
BACK
3.
Other
Funeral
Benefits
2.
More
About
This
Product
4.
All
Other
Insurance
3.
Other
Funeral
Insurance
4.
All
Other
Insurance
Reply?
1
Reply?
2
*120*807*2*3# *120*807*2*3*1#
or dedicated USSD or dedicated USSD
Browse
product
info,
transact
or
request
a
‘call
me
back’
service
instantly
(from
anywhere
on
anything)
User
experience
is
just
as
important
here!
@"mprezence

35. This
is
a
Mobi
first
country...
CONCLUSION
Build
outwards
from
there!
SMS,
USSD,
Mobi
or
Apps...
Play
where
customers
play
...but
play
nicely
;)
@"mprezence

36. Don’t
be
a...
Leave
that
to
me!
@"mprezence