Mobile Web East Africav2 Ms07 Pdf
-
date post
20-Oct-2014 -
Category
Business
-
view
1.419 -
download
3
description
Transcript of Mobile Web East Africav2 Ms07 Pdf
Mobile Web East Africa3 February 2010,Nairobi, Kenya
Rick Joubertwww.rickjoubert.com
The mobile phone is the mostubiquitous consumer technology
on earth
#2 = FM Radio (3.9 Billion)
Business model / process impacts
1. Financial services2. Music / Gaming3. Photographic Industry4. Navigation industry5. Time piece industry6. Hardware7. Software8. Web
Coming soon
1. Health care2. Government3. Publishing
Access: PopulationPopulation in SA with entertainment / communication
technology in their household
AMPS
Growth of unique mobile phone access in SA
Source: AMPS
1999
11% of SA adults had access to(at least one) mobile phone.
200970% of SA adults use a mobile phone.
Growth of unique mobile phone access in SA among the economically active population
1999
20% of SA working adults had access to (at least one) mobile phone.
200982.5% of SA working adults use a mobile phone.
Source: AMPS
Penetration of mobile phone ownership in SABy expanded LSM
70% of the SA population has access to a mobile phone.
Source: AMPS 2009 A
In South Africa today..
There are more than four times as manyhouseholds with a mobile phone than computer.
44% of e-mails are sent andreceived from a mobile phone.
SMS text messaging is used by almostfour times more people than e-mail.
There are almost twice as manymobile phones as there are TV sets.
There are 5.3 times more homes withmobile phones than landline telephones.
There are almost six times more mobilephone subscribers than Internet users.
Source: AMPS 2009 A
5 Million unique11%
www Web users, RSA*
•Arthur Goldstuck, World Wide Worx
10.1 Millionunique mobile web users*
Mobile Web, RSA
•Strategy Analytics(less than 30% have access to the PC Web)
“Mobile Web” definition tiers*
Tier 1 The WAP Internet
Tier 2 The mobile application Internet
Tier 3 Web browsing on phone
* Goldstuck/Joubert
Access: PopulationPopulation in SA with entertainment / communication
technology in their household
AMPS
• $300 million p.a.
• 2000 films p.a.
• $30K budget per film
• Average film sells 50K disks at a price of $2
DVD player shipment by region
Source: “In-Stat”
AdMob Mobile Metrics: August 2009(ads called from the AdMob network)
- Apple iPhone = number 1 handset on every continent in the world…
- Except……
AdMob Mobile Metrics(ads called from the AdMob network)
- Apple iPhone = number 1 handset on every continent in the world…
- Except……
- Africa!
- Africa: no1 = Nokia 3110, no2 = Samsung E250
“Internet” access channels
PC Web
Smartphone access to PC Web
Mobile applications
Mobile Web (WAP)
SMSUSSDVoice
Driving forces
• Growth in data networks & coverage
• Mobile data access charges
• Content!
• + handsets - price
• Compliments – e.g. Mobile Wallets
Business model/monetisation
• Commerce
• Transactions / financial services
• Content
• Advertising
Positioning map of users of various mediaAge and Income
Source: AMPS 2009 A
7th Mass Medium
Print Recording Cinema Radio TV Internet Mobile
US Internet ad spend
30 September 2009, UK
At the end of its third year of full commercial adoption in the UK (2000),
online ad spend amounted to £153M
That was 0.9% of UK ad spend
UK ad spend
In developing markets mobile is the
FIRST screen(and often the only screen)
Mobile as a medium*
1. First personal mass media2. Permanently carried3. Always on4. Built-in payment mechanism5. Available at point of creative inspiration6. Accurate audience measurement7. Captures social context of media consumption
* Tomi Ahonen
“..available at the point of creative inspiration…”
The consumer will press 1 for more information and receive an SMS back with a link to the SA Unite portal.
Hero, lead or support?
• MediaDisplay advertising
• Direct MarketingPush messaging, lead generation
• Integrated MarketingInteractive response channel for other media
• Community Building and CRM
Now Playing
Messages RotateThe messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.
Ring
Ring
Suzan calls Mike
She expects to hear a ringing tone but hears an advertising message instead
Suzan listens to the superimposed advertising ring Tone 3-8 seconds
Mike Receives benefits for allowing ads to be played on his ring back tone
In South Africa advertising agencies are beginning to
GET IT
Agencies getting involved
37
It is an area of massive potential in this market and we have invested resources because I believe OMD needs to take a leading role as the largest media agency in SA.”
Josh DoveyCEO, OMD
Size of the prize?
Continental Africa:
$8 Billion p.a. advertising spend*
*estimate based on multiple sources including EIU, WARC and World Fact Book
What will be spent on rate carded Mobile Advertising in RSA in 2010?
$50 Million*
*personal estimate (not yet validated by MMA)
* Excludes push messaging and integrated mobile response
Thank Youwww.yonder.co.zawww.ringco.netwww.rickjoubert.com