1. The Elephant, the Sophisticat, and the Secret of the Digital Native By Arthur Goldstuck Netprophet, Cape Town, 13 May 2010

8. Segmentation Overview

12. Sophisticats (9%) Phone features: Which features does your phone have? Which features do you use? Market Segment Avg features have: 10.1 Avg features used: 7.0 Have to use %: 70%

14. Elephants (10%) Phone features: Which features does your phone have? Which features do you use? Market Segment Avg features have: 7.4 Avg features used: 1.9 Have to use %: 25%

15. Argue as much as you like about the size and definition of the Mobile Internet

16. The Sophisticat is your real market for digital content and data-intensive apps

17. What does this have to do with the Digital Native?

18. ‘ 21 st century children are different.’

19. ‘ They are digital born.’ (cue New Age music)

20. ‘ They arrive digital ready.’ (cue Radiohead)

21. Are they Sophisticats before they’ve earned a buck?

22. The elephant hunters set out to cross the digital chasm…

23. … and discovered the digital gap

25. Are 21 st century children different? ‘ Digital Natives’?

26. We asked them to rate their skills levels. 1 can be a lie, 100 is a trend

27. 20% of township kids advanced in general PC use. Private schools: 85%

28. 42% of township kids advanced in general Windows. Private schools: 85%

29. It’s about the support structure

30. Not ready for world of work Private schools 85% advanced in Windows

31. And no support structure

32. Private school teachers who think kids are advanced: 53%

33. The canary in the coalmine Private schools (township schools: 13%)

34. 30% of township kids advanced in general Internet. Private schools: 82%

35. 51% of private school teachers advanced in general Internet (and think kids are at same level)

36. Oh c’mon, these are digital divide clichés, man

37. The Internet is the doorway Private schools 93% advanced in Google

38. Not yet such private lives Private schools 70% advanced in Hotmail

39. The new doorway Private schools 84% advanced

40. Playing with the future (Private schools twice as advanced)

41. Enter the cellphone

42. Beware of the app Private schools 90% and 87% advanced

43. Mxit: the great leveller

44. Look again

45. The big secret: Digital Peer Group Learning

47. Research reveals youth buy into digital when their peers buy into it

48. Kids are digital bought, not born

49. Facebook reveals same about adults

51. It’s not about your age, it’s about your Digital Peer Group

52. What are you going to do about it?

53. All communities of interest can learn from the kids

54. Remember what Steve Jobs said to John Sculley, then CEO of Pepsi?

55. ‘ Do you want to sell sugar water all of your life or do you want to change the world?’

56. Well, do you want to sell apps all your life or do you want to change the world?

57. Build Digital Peer Group Learning into your business model

58. Build it into your development model

59. Build it into your marketing model

60. You, too, can change the world