A presentation covering Mobile Marketing in South Africa, the rise of smartphones and common tactics available to business.

1. Let’s Get Mobile
a itslekkerbru.co.za production

2. When technology becomes invisible it becomes relevant

3. My mobile experience is exactly that... mine.

4. What is Mobile?

5. 7th mass medium, first personal mass
medium
Mobile is the most ubiquitous technology
on earth, Radio next.
Always on, carried, available at point at
creativity

6. It’s changing your behaviour..

7. !"#$%&'()*+&"!,-./&-on Companion
Where Smartphone Is Used
93%
Home
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013)
Q. Where do you use your smartphone? Google Confidential and Proprietary 7

8. Smartphones Are Used While Consuming
Other Media
Listen to music
44%
Read a book Watch TV
72 %
16% 33%
Use smartphone
!"#$%&'
Read news-
paper/magazine Use internet
22% 29%
Play video games
27%
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013).
Q. In general, which of the following media-related activities do you do while also using the
Internet on your smartphone? Google Confidential and Proprietary 9

9. What We’re Willing to Give Up to Keep
Our Smartphones
Willing To Exchange For Internet Usage On Smartphone
43% 36% 34% 26% 20%
BEER CHOCOLATE SUPERBOWL HIGH HEELS CABLE TV
TICKETS
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013).
Q. Which of the following things would you be willing to give up for an entire month, in exchange
for continuing to use the Internet on your smartphone?
Google Confidential and Proprietary 12

10. 95%
Smartphone users have
looked for local information
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013).
Q. How often do you look for information about business or services close to your location? Think about any information you
Google Confidential and Proprietary
Google Confidential and Proprietary 20
may access while you are in your home area, while traveling, etc.

11. Local Information Seekers Are Ready To Buy
Actions Taken As a Result of a Looking for Local Information
77%
Contacted a business
44% Purchased
61% Call 59% Visit 22% Online 36% Store
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users Who Access Local Content (4757).
Q. Which of the following actions have you taken after having looked up this type of information
(business or services close to your location) on your smartphone?
Google Confidential and Proprietary 21

12. Don’t take my word for it..

13. Hold on just a minute...

14. Multi screen engagement
Opt-in from the heart
People buy as a result

15. 2020

16. Home, James

17. More Africans have access to mobile
phones than clean drinking water...

18. More than 500mm mobile subscribers
(2x2008)
Carried by Nigeria, South Africa, Kenya,
Ghana
39% of urban South Africans access the
Internet from a mobile device.

19. 6-million South Africans now have
Internet access on their phones.
Mxit, Facebook and Twittter
Email on the Farm

20. Angry People Julius?
!"#$%#&'()*%+', -.$)&".#'/)0%1'213%+&"0"#4

21. Happy Days
!"#$%#&'()*%+', -.$)&".#'/)0%1'213%+&"0"#4

22. 6-million South Africans now have Internet
access on their phones.
Mxit, Facebook and Twittter
Email on the Farm

23. A perfect storm...

24. Strategy
Before you journey, observe the wind carefully,
detect its direction, and then follow it. You will get
to your destination twice as fast with half the effort
Sun Tzu.

25. Strategy
touch as many people in their (mobile)
medium of choice, providing rich
interaction that allows them to opt-in from
the heart

26. Think about this...

27. Tactics
trial, test, learn,start again, improve, trial,
test, improve, start again.
and...
Listen to the youth. Involve them. the rest will
follow.

28. 8 paths to a person..

29. You want to reach EVERYONE you use
SMS.

34. Reality. Just Better.

35. Location, Location.

37. This year over 100 million NFC capable
phones will be produced
and some are already here...

38. "Google wants a system where, when you
enter a shop or supermarket, you receive a
special offer on your telephone. At the
checkout, you can take advantage of this
offer" by touching your phone to the
Ingenico POS terminal, which will be
capable of reading the coupon and will
automatically apply the discount to the
shopping bill, he explained.
Philippe Lazare, CEO of Ingenico, May 2nd 2011

39. 2011 2012?

42. Go Mutant..

43. 1) Retailers Need to Provide Shoppers With Total
Access
2) Retailers Need to Think Broadly About Product
Categories
3) Not All Mobile Shoppers Are Created Equal
4) Light Mobile Shoppers Are the Future
5) Mobile Shopping Is Not One Activity

44. 6) Mobile Shopping Behavior Changes Depending on the
Product Category
7) Satisfaction Levels Vary Depending on Mobile User
Experience
8) Retailers Need to Provide a Fluid Experience Across
Mobile Websites and Apps
9) Retailers and Manufacturers Need To Work Together
10) The Retail Industry Needs to Harness the Power of
Mobile