MOBILE - Taking your brand to the masses
The growth of 'mobile' in SA and Africa is exploding and yet brands are struggling to find their way through the clutter of disinformation to properly take advantage of this 24/7 365 conversation enabler.
How to create perfect mobi platforms providing beautiful and rich brand experiences regardless of handset.
Context, relevance, cost and (limited) technology are critical factors – how to mobilise brands for the masses.
Choosing the right mobile technologies for 100% African penetration: Mobi, SMS, USSD and the 'Apps' debate.
Dispelling the myths - Mobile technology is here now and so are the customers, lets go!
4. More cellphones in SA than the entire SA population! Nearly 2 million cellphones are sold every month in SA
5. March 2011 Total handset sales in SA 40% 22% 13% OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER 24% Less than 1%
6. HANDSET MARKET – SOUTH AFRICA SMART-PHONE 9% (4 million) Blackberry accounts for half of them (2m) Samsung 29.9% Nokia 39.8% * Source Admob July 2010
9. South African Mobile (Data) Usage By the hour! *Source - TNSGlobal Only drops when we are stuffing our faces and physically cannot hold a phone!
10. 12 million on mobile web 6 million on desktop web Only a 2 million cross-over = 10 million new people!
11. has spoken! ...the numbers say it all
12. Mobile Search - rapid growth in SA 60% of all Google Searches are done from a mobile device during the weekend in South Africa! mobile 25% 60% mobile desktop desktop
14. South African Mobile Web users LSM LSM 6 Black mid 20’s, Slight Male skew * Source Admob July 2010
15. Mobile is a Power-house You can reach everyone!
16. Touching the Masses – OPPORTUNITY! Ussd AND sms STER KINEKOR Select Options 1 – View Movies 2 – My Cinema 3 – Book Movie 4 – My profile --------------------Reply 50 million people 6 million people 12 million people
23. CONSIDERATIONSDATA COSTS A Pay as You Go society in SAmeans your mobi site costs users VERY VISIBLE Rands and Cents Only deliver the content they need or ask for! R2.00 per Mb for most Pay as You Go customers Lower rates are available for bundles or contract customers
24. CONSIDERATIONSCONNECTION SPEED A variety of connection speeds, handset capabilities and network coverage issues. 3G users could also be out of range! OPTIMISE MOBI TO THE MAX! + Maximum mobi page target size of 35 Kilobytes 15 secs 6 secs 3 secs >2 secs
25. Most men will tell you that... Size, length and width isNOT important!
35. TOUCHWhat to give your users... Menu space clickable areas large buttons more links SPACED OUT NAV BIG INPUT AREA FULL AREA CLICK FULL AREA CLICK ARTICLE SPACE SPACED OUT NAV FULL AREA CLICK SECTION CLICK LARGE BUTTONS CLICK IMAGES
37. So many devices So many screen sizes So many browser types So many file formats So many device manufacturers So many connection speeds So many platforms and op systemsTouch or cursor inputs... So much to deal with before we even start considering the design!
52. Consideryour user... everyone! Always design for the lowest common denominator and enhance upwards for the most content hungry users Consider those who have limited mobile experience - education Consider those who have lower literacy capabilities - intuitive Consider those who want the basic information – FAST - snack Consider those who are experts and want everything - expand
62. WANT TO SOCIALISE AND CHAT! CONSIDER WHERE AND WHY!
63. By understanding the delivery device and the guy driving it.... (CONTEXT) ...we can decide the most relevant content to deliver and where (and which order) to place it!
64. Mobi design = organising a tiny desk Place the most important things close by and work outwards
65. Hierarchy design computicket.mobi EVENT DETAIL NEWS MORE INFO FAQS CALL US SSL CHECK EVENT DETAIL CONTACT US STORE FINDER TERMS+CONS TRANSACTIONS COMPETITIONS BOOKING DETAIL MULTIPLE PAGES GEO MAPPING MAIN CATEGORY MULTIPLE FAQS CLICK TO CALL DISPLAY/ACCEPT PHONE COMPAT? FURTHER DETAIL MULTIPLE ARTICLE C/CARD LOOKUP FORMS MORE INFO MAIN CATEGORY 70% OF BOOKINGS MAIN ACTIONAREA LOGIN ALL EVENTS BUS/TRAVEL ON STAGE LIFESTYLE MUSIC SPORTS TRAVEL OFFERS BUS BOOKING W/W/WHEN OR REGISTER W/WHERE/WHEN HOME PAGE W/WHERE/WHEN W/WHERE/WHEN W/WHERE/WHEN W/WHERE/WHEN FEAT. PACKAGES AVAILABILITY HIGHLIGHTED MAIN ACTIONAREA EVENTS LESS IMPORTANT LESS IMPORTANT SEARCH ALL EVENTS
67. Where am I?I am sure I just clicked! Build information ‘above the fold’ to make sure the user knows where they are... Show change to the user in ‘Action Areas’ (Visible Screen) Top menus No obvious change Cursor Nightmare! Each click shows a clear change on each page refresh
68. User’s need FAST snacky info + Nav Remember CONTEXT - Make it OBVIOUS AND EASY...
70. Location based brands – network + hardware Mobile marketing can add more relevance by using location as hooks. Find and interact with friends while skiing! Augmented reality location SM apps
72. Enriched functions & UX for handsets Mobi can access advanced handset features such as geo-location for mapping and geo-targeted content. Custom mobi interfaces can be aimed at handsets Optimise video & rich content for enhanced handsets GPS integration for mapping and geo-location Custommobi interfaces
73. The very polite element... Recognising your user! (and doing something about it!)
74. If you know what makes them tick... You can personalise and be RELEVANT MSISDN + PROFILING USSD SMS XXXXX MOBi: Hi Subusiso Select Options 1 – Register 2 – News Alerts 3 – Competitions 4 – Refer Friend--------------------Reply Hi Subusiso The latest XXXnewsletter is Out! Click HERE or reply and you could win a R500 voucher
75. Mobi is a brand touchpoint It should look the part!
76. Mobi should leave a great impression When built properly, your mobi site will be a perfect brand ambassador
78. CocoPops did everything right.... except the mobisite! Does this mobisite do a great brand (targeting kids) justice?WHY NOT? Great engagement opportunity lost?
79. Less is more on mobile? NO Deliver real functionality!
80. Kulula does what? Do they not sell flights and also help me manage the flights I have booked? How much will I miss my flight by? What flights could I be on if I could book? WEATHER? I am mobile... LOOK UP!
81. Mobile for mobile sake Whats the point? Check-in process – That looks promising! Paperless Ticket – to my mobile perhaps? Change my booking- I am late, that’s great! I can’t do anythingI would like to do! Click to call.. AT LEAST! WHY?
82. Facebook mobile - Same approach! CALL CALL CENTRE CALL CALL CENTRE Call the call centre to Update your status!! CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE CALL CALL CENTRE Mobi is powerful... Give users what they need!
84. Getting it right in Africa:That’s AYOBA “Is the Tswana Derby better to watch than the Soweto derby these days?” Context Content UGC Voting polls Commentary Sticky Social
89. Greater, richer interactive experience for little cost 19kb with images = 3.7c per page V Sms your name to 33008 and win. Sms’s cost R1.50 Equivalent cost experience on Mobi ? 40 mobi site pages!
90. We need an Application?? In Africa – spend carefully!
91. App v Mobi - We are not the US! Don’t believe the hype... South Africa is very different! Less important US DATA – NOT SA DATA
92. Think of the SA market... only 150k iPhones in SA!(40% active app users = 60,000 + 20,000 iPadsmax!)
93. March 2011 OS Platform sales in SA 59% (Jumping to 67% in April 2011) 24.5% 12% 5%
137. Coupons & Vouchers– REWARD! Electronic tickets (or serials) requested by and delivered to a mobile phones that can be exchanged for a financial discount or reward instore. Distributed via iSMS, iMMS, USSD and Bluetooth Ideal for customer rewards and can be redeemed in-store (POS integration) or online Coupons are used to: promote interaction and frequency, increase product awareness, trial new products , reward loyalty, event ticketing and providing Instant rewards for any brand activity. Airtime + In-store redemption! Hi Subisiso, thanks for your feedback. Have a Coke on us! Your unique voucher code is abc12xyz. You can redeem it at any of our stores.
Click to call marketing is huge and accountable... Google are expanding it, and have recently added it to their content network. In South Africa, this translates into opportunities... ....MASSIVE ones! Currently mobile is cheap...
“Mobile first” – Eric Schmidt, Google CEOAfrica is engaged, 11 million in SAThe most personalised touchpointPrezence ‘Admob’ certification...