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M M A Government Briefing 031109
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Government Briefing
Sun City
4 November 2009
Rick Joubert
www.rickjoubert.com
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The mobile phone is the most
ubiquitous consumer technology
on earth
No.2 = FM Radio (3.9 Billion)
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With every 10%
increase in mobile
penetration, GDP growth
increases by 1.2%
Deloitte in its report „Global Mobile Tax
Review 2006-2007‟
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4. Click toimpact of mobile phones in
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developing markets
• Personal and business productivity increases
• Banking, financial services and remittances
• Empowerment of the poor and of women
• Foreign Direct Investment
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5. South Africa mobile connections versus users
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6. Growth of unique cellular phone access in SA
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1999 2009
11% of SA adults had access to 70% of SA adults use a cellphone.
(at least one) cellphone.
Source: AMPS 6
7. Growth of unique cellular phone access in SA
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among the economically active population
1999 2009
20% of SA working adults had access 82.5% of SA working adults use a
to (at least one) cellphone. cellphone.
Source: AMPS 7
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Penetration of cellular style
By LSM
70% of the SA population has access to a cell phone
Source: AMPS 2009 A 8
9. Click to edit Master title phone ownership in SA
Penetration of cellular style
By expanded LSM
70% of the SA population has access to a cell phone
Source: AMPS 2009 A 9
10. Click South Africa today…
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There are almost twice as many There are more than four times as many
cellphones as there are TV sets households with a cellphone than computer
44% of e-mails are sent and SMS text messaging is used by almost
received from a cellphone four times more people than email
There are 5.3 times more homes with There are almost six times more
cellphones than landline telephones cellphone subscribers than Internet users
Source: AMPS 2009 A 10
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RSA, September title
10.6M
unique users accessed the mobile web
at least once *
*Rick Joubert
18. Click to edit Master title style *
“Mobile web” definition tiers
Tier 1 The WAP internet
Tier 2 The mobile application Internet
Tier 3 Web browsing on phone
* Goldstuck/Joubert
19. “Internet” access channels
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PC Web SMS
Smartphone access to PC Web USSD
Mobile applications Voice
Mobile Web (WAP)
21. Sample of SMS to President Obama during his speech in Ghana.. 21
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7th mass medium
Print Recording Cinema Radio TV Internet Mobile
23. Access: Population style
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Population in
technology in their household
Figures in 000s
Radio
25 000
TV
DVD 20 000
DSTV/MNET
15 000
Landline
telephone
10 000
Cellphone
Computer 5 000
Internet
0
5
6
7
93
94
95
96
98
99
00
01
02
03
07
08
09
00
00
00
19
19
19
19
19
19
20
20
20
20
20
20
20
/2
/2
/2
04
05
06
20
20
Source: AMPS 20 23
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Age and Income
Source: AMPS 2009 A 24
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Reach and LSM (LSMs 1 – 10)
Source: AMPS 2009 A 25
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Reach and LSM (LSMs 1 – 14)
Source: AMPS 2009 A 26
27. Mobile as a medium
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1. First personal mass media
2. Permanently carried
3. Always on
4. Built-in payment mechanism
5. Available at point of creative inspiration
6. Accurate audience measurement
7. Captures social context of media consumption
* Tomi Ahonen
28. Hero, lead or support?
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• Media
Display advertising
• Direct Marketing
Push messaging, lead generation
• Integrated Marketing
Interactive response channel for other media
• Community Building and CRM
33. Click to – Orlando Piratesstyle
AMS edit Master title
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Ring
Suzan calls Mike
She expects to hear Suzan listens to the
a ringing tone superimposed Ring
but hears an advertising ring
advertising Tone 3-8
message instead seconds
Now Playing
Mike Receives benefits for allowing ads
to be played on his ring back tone
Messages Rotate
The messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.
36. MMA Members
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24.com Habari Group Media Direct
AdMob Inc. Media 24: Emerging Markets
Be-Mobile Microsoft (MSN and Windows Live)
Mobile Services Company (Blue Label) Mobiclicks
Brandsh Media cc MobiliTrix SA (Pty) Ltd
BuzzCity Pte Ltd Mr Price Group Financial Services
Multimedia Solutions OgilvyOne Worldwide
Celerity Systems (Pty) Ltd One Digital Media
Cellsmart Technologies Praekelt Consulting
Clickatell Ringco
Coca-Cola Yonder Media
Google, Inc. SilverstoneCIS
GroupM TIM w.e. SA
Vodacom
37. Developing the medium
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1. Guidelines & Standards
2. Measurement & Reporting
3. Training & Education
4. Networking & Events
38. Click toopportunity for Government?
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• Efficient distribution of information to citizens
• The ONLY mass market “new media” advertising channel
• Citizen to government engagement
• Bring the internet and government services to all
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Thank You
www.rickjoubert.com
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