@"mprezence      

Tim  Bishop      

Which  one  are  you?  

or  

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)  

The  mobile  user...  meet  him!  (or  her)  

@"mprezence  

   

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  

   

Your  Target  Audience?  

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  

Everyone!  

@"mprezence  

   

•   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!  

Remember context? I’m mobile!

@"mprezence  

   

6

THE U

SER

User  Mobile  Experience  Just  a  few  8ps    

(and  a  couple  of  rants)    

(Oh  no,  here  he  goes  again!)  

@"mprezence  

   

TOUCH  :  Us  posh  people  have  fingers  Fingers  are  not  matchs8cks  So  leave  room!  

@"mprezence  

   

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)  

No  obvious  change  Cursor  Nightmare!  

Top  menus  

Each  click  shows  a  clear  change  on  each  page  refresh  @"mprezence  

   

If  you  know  what  makes  me  8ck...  You  can  personalise  and  be  RELEVANT  

MSISDN + PROFILING

SMS

Hi  Subusiso  The  latest  XXX  newsleXer  is  Out!  Click  HERE  or  reply  and  you  could  win  a  R500  voucher  

USS

D

XXXXX  MOBi:  Hi  Subusiso  Select  Op"ons  1  –  Register  2  –  News  Alerts  3  –  Compe""ons  4  –  Refer  Friend  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐Reply  

@"mprezence  

   

Ease  of  Use?  Apps  should  be  good!  

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?    

Dear  customer,  here  is  an  iPhone  app  for  the  chosen  few,  the  other  10m  of  you  can  F&^%  off  and  buy  a  computer!  

@"mprezence  

   

Mobi  should  not  look  crap....  

Would  they  treat  print  ads  like  this?  Who  is  this  aimed  at?  

Dear  CocoPops,  If  you  don’t  care  about  your  brand,  why  should  I?  

@"mprezence  

   

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  

   

Great  brands...  Lazy  or  misinformed?  

VALIDATION?    IDs  are  tricky  to  type  

WHY?    (tell  me  1st)  

My  rules  not  yours  NOT  MORE...  Crappy  apps!  

@"mprezence  

   

14

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  

What  do  people  (you)  need?  It’s  not  rocket  science!  

 

ITS SIMPLE  

But  you  also  need  to  know  what  they  are  using!  @"mprezence  

   

REALITY:  Who  is  buying  what  in  SA  

47%  

17%  

14%  

Less  than  1%  

8%  OTHER  OTHER   OTHER  OTHER  OTHER  OTHER  OTHER  OTHER  

13%  

All  Device  Types  (June  11)  @"mprezence  

   

39,8%  

29,9%  

7,7%  5,9%  

4,6%  3,0%  

2,0%  0,9%   0,8%   0,4%  

0,0%  

5,0%  

10,0%  

15,0%  

20,0%  

25,0%  

30,0%  

35,0%  

40,0%  

45,0%  

Nokia   Samsung   SonyEricsson   LG   RIM   Motorola   Apple   HTC   Openwave   MAUI  

* Source Admob July 2010

Who  owns  what  in  SA?    

Samsung  29.9%  

Nokia  39.8%  

SMARTPHONE      12%  (5  million)                

 Blackberry  represents  half  of    all  SmartPhones    (+-­‐  2.5m)  

                                                     5m  E250s!!!!  5m  Nokia  M.E  

@"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…  

MO

BIFIR

ST

@"mprezence  

   

Mobi reaches the masses -14m now! (33m) Featurephones, SmartPhones and Tablets… Android, Symbian, iOs, BB, WM… we don’t care… Mobi services them all!

REA

SON

1 14m

+ (

33m

cap

able

)

300k 50k tablets 2.5m

5m (+23m similar)

@timprezence  

   

Spread the message easily, find it easily

ONE URL - One message! TV, radio, print, QR, SMS, NFC, Outdoor and… Google finds and indexes!

19

REA

SON

2

SMS

Visit our mobisite at http://sterkinekor.mobi

Promote your ‘Apps’ from your mobi site

@timprezence

Instant Gratification – get there in seconds REA

SON

3

Instantly available everywhere Engagement to action is seamless Mobi is always on… for all!

@timprezence

Seamless Customer Experience R

EASO

N 4

4 minutes ago 5 minutes ago

Instant upgrades and evolution

No pissing about with upgrades and downloads, it’s instant! @timprezence

Share-ability and Communities R

EASO

N 5

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

Time and Cost to Market – Much better! R

EASO

N 6

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

Longevity: Mobi is available 24/7 - Forever REA

SON

7

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

People prefer shopping on Mobi

25

REA

SON

8

Strong bias toward mobi for 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 = 67.25 Apps = 32.75

(KeyNote systems for Adobe) What Users want from Finance, Travel and Shopping

MOBI APPS

BROWSING PREFERENCE

@timprezence

And I can transact using any method I like on 97% of phones - Credit card - Debit card - Loyalty points - MiMoney - Vouchers - PRSMS

I get 100% of revenue from Mobi (not 70%) REA

SON

9

@timprezence

Mobi can look and perform just like Apps

27

Hardware GPS Accelerometer Camera (Android) Touch & Swipe Mapping Image upload Pinch and Zoom Dynamic content HD Video

REA

SON

10

Mobi  mini  >  Enhanced  Mobi  >  Smart  Mobi  >  HTML5  

.. and you don’t need HTML5 to do it!

@timprezence

Don’t  just  think  customer!  Think  Staff!  

Air"me  rewards  and  instant  giveaways  

Sales  submission  SMS  Confirma"ons  

@"mprezence  

   

do  it  for  the  right,  properly  researched  reasons!    (and  of  course  aoer  mobi,  and  in  the  right  OS  order)  

Apps  are  very  cool  and  we  love  them  too,  but....  

ILOVEA

PPS

@"mprezence  

   

SA  SmartPhone  OS  monthly  sales  

25%  

63%    

6%  

4%  June  2011  

@"mprezence  

   

Mass  Market  (penetra8on)  Nokia Ovi Blackberry Android iPhone  iPad  /  Tablet  Windows  Mobile  

@"mprezence  

   

Mobilising  the  Masses...  cover  all  the  bases:  USSD  

Finally....  

“Half  of  the  phones  we  sell  only  do  SMS  &  USSD”    (Source:  The  nice  bloke  sat  next  to  the  other  nice  bloke  from  PEP  yesterday)  

USSD

RO

CK

S

@"mprezence  

   

‘WE  COVER  YOU’  INSURANCE  In  case  you  do  something  silly!  

1  Motor  2  Business  3  Funeral  4  Specialist  5  Insurance  For  Women  6  Life    7  Guaranteed  Investments    Reply?  3  

USSD  Solu8on:  The  poor  man’s  mobi  

Browsable  menu  of  ALL  products,  CRM,  Call  Me  backs,  air8me  top-­‐up,  compe88ons,  informa8on  

Opportunity  to  engage  50m  people  

*120*807*2# - or dedicated USSD

@"mprezence  

   

FUNERAL  &  DEATH  INSURANCE  -­‐  Just  in  case  you  drop  dead!!!    1.  Funeral  Insurance  2.  Grocery  Assistance  Plan  3.  Other  Funeral  Benefits    4.  All  Other  Insurance    Reply?  1  

USSD  Solu8on:  Info  and  interac8on  

Browse  product  info,  transact  or  request  a  ‘call  me  back’  service  instantly  (from  anywhere  on  anything)  User  experience  is  just  as  important  here!  

FUNERAL  INSURANCE  -­‐   Let  someone  else  dig  your    hole  -­‐  not  your  family!    1.  CALL  ME  BACK    2.  More  About  This  Product  3.  Other  Funeral  Insurance  4.  All  Other  Insurance    Reply?  2  

*120*807*2*3# or dedicated USSD

*120*807*2*3*1# or dedicated USSD

@"mprezence  

   

SMS,  USSD,  Mobi  or  Apps...    Play  where  customers  play                                ...but  play  nicely  ;)  

This  is  a  Mobi  first  country...      Build  outwards  from  there!  

CO

NC

LUSIO

N

@"mprezence  

   

@"mprezence      

Don’t  be  a...  

Leave  that  to  me!