Why we need to start thinking mobile first in everything we do in South Africa. Every approach in marketing, advertising and the way we engage our consumers need to have mobile at the centre, and this presentation breaks down why
13. Vodacom
7m active
smartphones
Half of them BB
500K tablets
Total Unique
Browsers
+21%
24m
Time spent
on sites
(Average)
Unique
mobile
internet
+41%
12.5m
- 21%
July 13 IAB (DMMA)
30% 90%
76%
Long since overtaken desktop access
95% FNB
banking
done via
USSD
5% via
App
Source: Effective Measure, Feb’13-’14
14. 67 million
Subscribers
(Pop 51
Million)
15.5 million
(30% of total
population)
Smartphones
Vodacom
46%
market
share
(
MTN market
share of 37%
7.2 million
Vodacom
smartphone
users
16m active
data
36.2 million
(70% ofTotal
Population)
Feature
Phones
CellC market
share of 17%
Mobile usage:
• R80 ARPU Prepaid
• R257 ARPU on
smartphone
• 70% prepaid sales
are R5 airtime
voucher
• Data traffic growing
70% year on year
Mobile landscape – MTN, CellC &Vodacom Results 2013/14
With growing penetration of smartphones
20. Case Study:Grace earns
R800 per month working
part time and supports a
daughter and
granddaughter. She spends
¼ of her monthly income on
airtime.
Food,
Electricity
,
toiletries,
transport
&
education
75%
Airtime
25%
70% of South Africans fall into the income bracket of earning R5000 a month
or less.Those with less than R3500 a month spend twice as much on
cellphones and airtime as on education.
What are they spending their money on?
Source: Unilever Majority Study 2013
18-24Year old
56% spend airtime on voice calls
(10% drop)
Data up 15%
c
21. Low Middle High
Opera Mini
Blackberry
Nokia Asher
Mid range Samsung
Safari/Chrome
Call & SMS
Please Call Me
Mxit
eLearn/USSD
USSD
Music via Radio
Mobile landscape – AAMPS,WWWorx 12
High level mobile segmentation
WhatsApp/WeChat
Mxit
Facebook
Search (Google)
Music via Bluetooth
WhatsApp/iMessage
Email
Twitter & Instagram
Search
Music via Downloads
TalkSocialAccessEntertainment
34. Source: AMPS Jun’12-Jul’13
Source: Mobile Operators 2013 Source: IAB (Effective Measure) Jan 2014
Source:WWW Mobility Study 2012
Accessed
Internet
Yest,
6,921,804
Accessed
Internet
Yest via
mobile,
5,879,812
Unique
Browsers,
23,843,189
Unique
Browsers
via mobile,
12,856,904
Consumers
with
internet
access,
8,500,000
Consumers
with
internet
access via
mobile,
7,900,000
Active
Subscribers:
Vodacom,
30,964,000
Active
Subscribers:
MTN,
25,421,000
Active
Subscribers:
CellC,
11,500,000
Mobile Stats to go on
36. Which Ad Formats are the most
noticeable?
TV/Radio
34%
Online
28%
Mobile
21%
Print
10%
OOH
7%
South Africa
TV/Radio Online Mobile Print OOH
Source: Effective Measure SurveyQ1 2014
40. Taking the next step
New ways of doing it…
•Retargeting
•Location based / time based / weather based / handset based /
motion based
•Programmatic buying
•In-Gaming advertising & In-App largest increase in mobile
advertising comes from these categories
42. SMS / USSD
Reasons to use USSD
• Cost effective for consumer (20sec = 20 cents)
• Faster (one session)
• Widest spectrum of phones (Except … BB)
• Once registered user is recognized for future
• 95% FNB’s banking traffic through USSD
Disadvantages
• Hard to use on ATL transient media
• Not as memorable as other short codes
• Can’t be forwarded
Grapevine 14
43. SMS / USSD - Findings
1. Don’t ask consumer for free form answers. USSD has time-outs
and if consumers have to think they take too long to answer.
2. Avoid asking consumer’s to type in lengthy numbers like full ID
(best practice is to ask for first 6 digits)
3. Consumers become frustrated if they have bought your product
and gotten a unique code, but are then expected to answer a
multitude of questions before they get a valid entry.
4. Consumers should be told after they give a valid unique code that
this is a valid entry and the rest of the info is just additional.
5. Some consumers struggle with USSD on their particular handset.
Eg: Blackberry.
Grapevine 14
44. Using USSD
Carling Black Label: Be the Coach (2011)
• Selecting the relevant vehicle and mechanism
for the campaign helped the brand to reach
it’s consumers by using SA’s Love for Soccer
through simple mobile mechanics (USSD)
• Integrated Media mix to amplify the idea
• Achieved 10.5 million votes for team selection
(consumers voted 18 times on average) with
40 000 SMS votes for in game substitutions.
• The campaign is in it’s third year since
inception proving to be a highly successful
campaign
Campaign Objective
Grow CBL Market share during the period and deepen brand engagement
50. The platform
38%
Of consumers say their opinion of a
brand will be lower if they do not have
an optimised mobi site
13%
Say their opinion of a brand will be
lower if the website content doesn't
display properly on their phone
Nielsen'sApril 13
51. N=354 smartphone users only
64
70
70
It displays clearly on my mobile
device
It is easy to find via mobile search
It loads quickly
QUESTION:Which of the following best describes a good mobile website?
Top 3 things that consumers want
from a mobisite
52. • Age, not income, has the highest
direct correlation to whether
apps are downloaded or not
BMIT 13 research
60. Who uses Mxit in South Africa?
Core audience: 18 – 24 years old
LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population
Ethnicity:
Black: 67%
Coloured: 21%
White: 8%
Malay/Indian: 4%
69. One voice
Multiple platforms
“70% of regular internet users own
between 2-3 devices from which
they access the internet.”
-DMMA Digital Nation Research 2012
75. Range Rover Sport
• Using
websocket
technology
• Users synced
phone with ad
unit
• Allowed them
to race the
vehicle through
various terrain
using their
smartphone /
tablet
77. Cinema OOH Print Radio Television
These FB andTwitter
logos make sense!
Online in approach
Vague in execution
Website address
Go do something
complicated!
Like our page you
have no idea where
to find!
That last half second
#Tag
Shazam
LBSTechnology
Search / Addressable
USSD
Search
SMS
#Tag
#Tag
Shazam
Search 4
Mobi Site
Medium
Current way
of thinking
Thinking
Mobile First
Slap the URL on
here, they would
love to access the
website from the
theatre
Notas del editor
15m online users – using recalibration – duplication and only adults 16+
150K on G+
400K Instagram
2Go – 10.5m
MXIT – 6.2m
Twitter – 1.1m
35% of online population
85% of online population
74% of access social networks from phone
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Apps getting bite size info
Take out adsl bit
15m online users – using recalibration – duplication and only adults 16+
150K on G+
400K Instagram
2Go – 10.5m
MXIT – 6.2m
Twitter – 1.1m
35% of online population
85% of online population
74% of access social networks from phone
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Apps getting bite size info
Take out adsl bit
15m online users – using recalibration – duplication and only adults 16+
150K on G+
400K Instagram
2Go – 10.5m
MXIT – 6.2m
Twitter – 1.1m
35% of online population
85% of online population
74% of access social networks from phone
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Apps getting bite size info
Take out adsl bit
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Multisimming
Call rates not data
BOLD WHAT IS IMPORTANT
Major brands are making use of a USSD string that contains a unique code in their entry mechanic, E.g. *120*2462*unique code# instead of *120*2462# then unique code.
Customers are being notified immediately if they are a winner or not.
Customers are being asked one piece of information per USSD session (e.g. Region).
Recent competitions are making use of instant prizes (e.g. Airtime, music download) or a combination of instant prizes and a GRAND prize.
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1:30m
Should not be optimising for web, should be optimising for mobile – frictionless – designing and thinking of content as mobile first
Most immersive and least immersive
Platform IE tech – platform IE – social, game, owned site, app,
Mobile users share twice as often as online users
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middle - responsive
Should not be optimising for web, should be optimising for mobile – frictionless – designing and thinking of content as mobile first
Most immersive and least immersive
Platform IE tech – platform IE – social, game, owned site, app,
Mobile users share twice as often as online users
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middle - responsive
2010
2012
ONE VOICE – MULTIPLE CHANNELS – TALK TO MULTISCREENING _ TALKING SAME MESSAGE
ONE VOICE – MULTIPLE CHANNELS – TALK TO MULTISCREENING _ TALKING SAME MESSAGE
ONE VOICE – MULTIPLE CHANNELS – TALK TO MULTISCREENING _ TALKING SAME MESSAGE
n 2011, UEFA Champion’s League sponsor Heineken introduced an innovative ‘dual screen’ app that let fans interact via their mobiles as games were taking place.
Using the StarPlayer app, viewers were able to react to what was happening in the game by pressing buttons to predict the outcome of set pieces such as corner kicks, penalties and free kicks. Options included a goal, a miss, a save or a clear and if you guessed right, you won points. Bonus questions about the teams were also posted throughout the game and the faster you answered, the more points you scored.
The Heineken marketing team were onto a winner with this one. It tapped into the surging popularity of dual-screening, where you use mobile devices to play along with live sporting events and shows, but also the competitive nature of the app meant that people were sharing across social media and forming leagues to see who got the best score, guaranteeing huge exposure for the beer brand.
Mobile (last) but yet first
You have already indicated that you like a particularly store or brand and have given them your contact information. There is no need for expensive and intrusive targeting.
It’s likely that you have made previous purchases, decreasing the friction in future purchases, particularly if your payment information is stored on the company’s servers1
In the case of email, you are likely reading the marketing message in a context that also enables immediate action; simply click a link and the item is in your shopping cart
All of these positive factors apply to messaging. Here is one way it works (all of the examples I’m going to use are from LINE, but they almost all apply to WeChat as well):
This is a sticker set from Häagen-Dazs; they have paid LINE tens of thousands of dollars (varies by market) to make this set available for free
To get the stickers, users must follow the official Häagen-Dazs account
Voilà, Häagen-Dazs now has a direct communications channel to millions of users
Perhaps this summer, when it’s particularly hot, Häagen-Dazs will send out a coupon to all those users for a discounted cup of ice cream. Many of those users will be out-and-about, likely in the vicinity of a Häagen-Dazs retail shop (they’re all over the place in Asia). And just like that customers have been moved to action.
Race The Sun was built using NodeJS and web sockets to enable the phone syncing experience. We implemented a video playback system that incorporated multiple streaming HTML5 players to allow users to proceed through the experience quickly and with virtually no buffering. The games incorporated mobile specific technologies such as accelerometer and swipe gestures. Thanks to HTML5 video and other modern web technologies, we were able to support a wide array of desktops and tablets, broadening our reach
Giant coffee chain Starbucks recently used mobiles to make a coffee on the go even quicker for its US customers. By downloading the Starbucks Card mobile app, customers were able to charge it up with credit and then pay for their drink by simply having their mobile screen scanned at the checkout.
It proved to be a resounding success, with customers excited to have access to a new, faster way to pay and, after launching the app on iPhone, iPod touch and BlackBerry, Starbucks quickly extended the scheme to Android users
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One by one
SMS outcome
Change the grey