Thinking mobile first

I need you to start taking mobile seriously

Blackberry sales down 45% YOY

Today’s Journey

5

We’re a mobile first country

Total Unique

Browsers

+21%

24mTime

spent on sites

(Average)

- 21%

Long since overtaken desktop access

Vodacom 7m active

smartphonesHalf of them

BB500K tablets

Unique mobile internet

+41%

12.5m

Content should be …

Searchable

Shareable

Snackable

We love to talk soccer

10

Vodacom 7m active

smartphonesHalf of them

BB500K tablets

Total Unique

Browsers

+21%

24mTime

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 USSD5% via App

Source: Effective Measure, Feb’13-’14

67 million Subscribers (Pop 51 Million)

15.5 million (30% of

total population

) Smartpho

nes

Vodacom 46% market share

(

MTN market share of

37%

7.2 million

Vodacom smartphone users

16m active data

36.2 million (70% of

Total Populatio

n)Feature Phones

Cell C 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

Therefore central to everything we do

Source: Millward Brown 14

But how are they accessing?

Nokia Asha 520Samsung E250

Get paid R1 to own a phone

But how are they accessing?

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, Elec-

tricity, toi-

letries,

trans-port & edu-

cation75%

Airtime25%

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

18-24 Year old

56% spend airtime on voice calls

(10% drop) Data up 15%

c

Low Middle High

Opera Mini

BlackberryNokia 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

Talk

Socia

lA

cces

sEn

tert

ain

me

nt

Today’s Journey

Platform (CONTEN

T)

Search SocialMobile(USSD & SMS)

Display Video

The brutal truths

Search

Are you at ZMOT?

Search

•Talk to search and TV

•Add in keywords and content

Search

•Search is driven by ATL awareness

•Always on search / Search with ATL strategy

•Combined effect (Multiplier effect) - Increases effectiveness of TV

1818 clubhouse example

Most used search terms

1818

Social

The numbers

Face

book

Mxit

YouT

ube

Link

edIn

Twitt

er2G

o

Pint

eres

t

Instag

ram

Google+

11,600,000

7,400,000

4,700,000

2,700,000

1,100,0001,100,000930,000 680,000 460,000

Social is mobile

32

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; 23,843,18

9

Unique Browsers via mo-

bile; 12,856,90

4

Con-sumers with in-ternet access;

8,500,000

Con-sumers with in-ternet access via mo-

bile; 7,900,000

Active Sub-scribers:

Vodacom; 30,964,000


MTN; 25,421,000


CellC, 11,500,000

Mobile Stats to go on

Display

Which Ad Formats are the most noticeable?

TV/Radio34%

Online28%

Mobile21%

Print9%

OOH7%

South Africa

TV/Radio Online Mobile Print OOH

Source: Effective Measure Survey Q1 2014

Source: Effective Measure Survey Q1 2014

South Africans notice mobile ads

Display is alive and well on mobile

The mobile banner

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

USSD & SMS (Mobile)

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

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

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 ObjectiveGrow CBL Market share during the period and deepen brand

engagement

Household In-

come Less Than

R5000

Household In-

come R5000

-R7999

Household In-

come R8000

-R1099

9

Household In-

come R1100

0-R1999

9

Household In-

come R2000

0+

Com-mu-nity Size

Cities

Com-mu-nity Size

Towns

Com-mu-nity Size Vil-

lages / Rural

Age Group 15-24

Age Group 25-34

Age Group 35-49

Age Group 50+

Daily

0.425 1.2 1.7 1.5 2.6 2.1 1 0.9 2.1 1.8 0.8 0.1

Weekly

2.075 4.5 4.5 7.1 7.5 6.2 5.5 2.7 6.8 6 3.4 0.9

Monthly

2.05 4.4 5 7.5 7.8 5.6 7.4 3.4 6.2 6.8 3.7 1.2

Yearly

0.425 1.2 1 1.4 2 1.4 0.8 0.6 1.2 1.5 0.9 0.5

5

25

45

65

85

Watching Video’s on your cellphone • Watching video on cell is

NOT a popular activity• Higher LSM = longer video• CTR’s to video below 0.04%

in SA• Be vigilant around video

content• REALISTIC about

expectations

Source: AMPS 2013 Main Branded BA (Jul 2012-Jun 2013)

Video - Woolworths

http://www.youtube.com/watch?v=qkxKGAWmGb0

http://www.youtube.com/watch?v=qkxKGAWmGb0

Platform (CONTEN

T)

Search SocialMobile(USSD & SMS)

Display Video

The brutal truths

The platform to publish

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's April 13

N=354 smartphone users only

It displays clearly on my mobile device

It is easy to find via mobile search

It loads quickly

64

70

70

QUESTION: Which of the following best describes a good mobile website?

Top 3 things that consumers want from a mobisite

• Age, not income, has the highest direct correlation to whether apps are downloaded or not

BMIT 13 research

BMIT 13

MSG

SocialGame

s

Top free apps in SA:

AppleApp Store


WindowsPhoneStore


GooglePlayStore

The platform to publish

• Utility

• Content

• Game

• BB = dead

• Not flash• KISS• Dynamic

dependant

• Feature focus

• MXIT• Focus the

content

MXIT

58

Activity on Mxit

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%

Multi-platform

Top devices

Top apps

BUSINESS

ENTERTAINMENT

LIFESTYLE

SPORTS

PHOTOS

JunkMail Xchange

UUSI SA

Mxit Music

D-SIDERS

Swagga

The Love Doctor

Supersport

Mad4Socca

Mxpix

Imagik

Today’s Journey

Mobile first

Mobile first

Up to 56% of all ad revenue in 1 year

One voiceMultiple platforms

“70% of regular internet users own between 2-3 devices from which they access the internet.”-DMMA Digital Nation Research 2012

One voiceMultiple platforms

Dual screening

Mobile redemption

74

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

Starbucks – Mobile app

Cinema

OOH

OOH

Print

Print

Radio

Radio

Television

Television

These FB and Tw itter logos m ake sense!

These FB and Twitter logos make sense!

O nline in approachVague in

execution

Online in approachVague in execution

Website addressGo do som ething

com plicated! L ike our page

you have no idea w here to find!

Website addressGo do something

complicated! Like our page

you have no idea where to find!

That last half second

That last half second

# TagShazam

#TagShazam

LBS Technology

LBS Technology

Search / Addressable

USSD

Search / Addressable

USSD

SearchSM S# Tag

SearchSMS#Tag

# TagShazamSearch 4M obi S ite

#TagShazamSearch 4Mobi Site

Medium

Current way of thinking

Thinking Mobile First

Slap the URL on here, they w ould

love to access the w ebsite from

the theatre

Slap the URL on here, they would

love to access the website from

the theatre

Mobile first in every channel

Thinking mobile first

Mobile

Transcript of Thinking mobile first