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
9
We love to talk soccer
10
12
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
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
Search (Google)
Music via Bluetooth
WhatsApp/iMessage
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?
26
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
Active Sub-scribers:
MTN; 25,421,000
Active Sub-scribers:
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
Video
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
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
Top free apps in SA:
WindowsPhoneStore
Top free apps in SA:
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
66
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
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
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