MOBILE - Taking your brand to the (African) 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 and mobile coms 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!

1. Tim Bishop @timprezence @prezencedigital

2. Tim Bishop @timprezence Prezence Digital - CTO

3. Mobile’s the African channel You can’t argue with facts!

4. More sim cards in SA than the entire SA population! 45 million + handsets Nearly 1.25 million handsets are sold every month in SA

5. In Africa, more people have access to cellphones... than drinking water!

6. South African household technology * Source AMPS 20010

7. June 2011 Total handset sales in SA 47% 17% 14% 13% 8% OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER Less than 1%

8. HANDSET MARKET – SOUTH AFRICA SMART-PHONE 11% (4.5 million) Blackberry represents Nearly half (+2m) Samsung 29.9% Nokia 39.8% 5m E250s!!!! * Source Admob July 2010

9. Mobile data usage... are South Africans using it?

10. South African Mobile (Data) Usage By the hour! *Source - TNSGlobal

11. 13 million on mobile web 6 million on desktop web *Admob / Nielsson *DMMA Only a 3 million cross-over = 10 million new people!

12. has spoken! ...the numbers say it all

13. Mobile Search - rapid growth in SA 65% of all Google Searches are done from a mobile device during the weekend in South Africa! mobile 25% 65% mobile desktop desktop

14. So who are these mobileweb (mobi)users in SA?

15. South African Mobile Web users LSM LSM 6 Black mid 20’s, Slight Male skew * Source Admob July 2010

16. Mobile is the most pervasivemedium - reach everyone!

17. Touching the Masses – OPPORTUNITY! Ussd AND sms 50 million people STER KINEKOR Select Options 1 – View Movies 2 – My Cinema 3 – Book Movie 4 – My profile --------------------Reply 6 million people 13 million people

18. What exactly is a ‘Mobi’ device actually defined as?

19. 6000+ of these.... A non-desktop device, that due to its size and context of use, needs to be treated differently

20. The first considerations (especially in Africa) Speed and cost

21. 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

22. Most men will tell you that... Size, length and width isNOT important!

23. When working with mobile Size is very important!

24. Unlike web: One size does not fit all! If you build your mobi to cater for small phones... Samsung E250 - 128 pixels wide

25. One size does not fit all! It is unusable on larger ones! ? ? WTF!!!!I s that a car? Blackberry 9000 - 480 pixels wide

26. One size does not fit all! If you build for larger phones... Blackberry 9000 - 480 pixels wide

27. One size does not fit all! It will be very difficult to use on the smaller ones! Wow!I can see a cloud! Samsung E250 - 128 pixels wide

28. One size does not fit all! If you design for the average sized phone... LG K360 - 240 pixels wide

29. One size does not fit all! It won’t be an ideal experience for anyone else!

30. One very important thing that is always overlooked

31. TOUCHThe rules change yet again... Fingers are not matchsticks So leave room!

32. 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

33. Mobi building is different It is not the same as web!

34. Bliss! – Luxury of desktop PC design! Lots of space, a few browsers and easy input controls

35. S*%T - The problems of mobi design No space, 6000 devices (more variants)crude input controls

36. There are many challenges when building for mobile

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!

38. Some real world examples Who is doing what?

39. Real world examples supersport.mobi 44kb No images 8.6c 44kb No images 8.6c No device resizing (HCA) No touch provision

40. Real world examples mweb.mobi 101kb 20c 101kb 20c No device resizing (HCA) Only for larger phones

41. Real world examples 24.mobi 25kb 4.9c 34kb 6.8c Limited device resizing No touch space

42. Real world examples m.iol.co.za 19kb 3.7c 24kb No images 4.7c Device resizing No touch space

43. Real world examples ewn.mobi 14kb With images 2.7c 24kb With images 4.7c Device resizing (Full HCA) Touch provision

44. Mobilising the masses... We start with technology

45. 6000+ different devices = HCAHandsetContent Adaptation 6000 mobi sites

46. Deliver perfect experiences ...regardless of handset

47. Multimedia VIDEO The ideal experience SK (2) We are encoding 20 variants per trailerfor perfect experience! Easy, small and low quality... NO!

48. Streaming Video – Now on mobile! Compelling, Emotive & straight to the point.A ‘moving’ picture paints 2000 words!

49. So that’s some technology ...what else is there?

50. 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

51. CONTEXTis KING in mobilewhich determines content

52. ‘MOBILE’ also describes the user... A MOBILE user’s circumstances and situation vary. Content becomes less relevant if we ignore the CONTEXT of the viewer!

53. 21% males and 12% females use their iPad on the loo!

55. In a queue and wants to jump it

56. On the loo with time to kill

57. Lost and needing fast directions

58. Needs traffic / weather info

59. Product research and comparison

60. Want to engage with your brand

61. WANT TO SOCIALISE AND CHAT! CONSIDER WHERE AND WHY!

62. Mobi design = organising a tiny desk Place the most important things close by and work outwards

63. 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

64. UX: Make clicks meaningful ...use Action Areas

65. 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

66. User’s need FAST snacky info + Nav Remember CONTEXT - Make it OBVIOUS AND EASY...

67. Location locationlocation Proximity brings relevance(Where I am and where my friends are is important)

68. 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

69. Enhancing upwards... unlock device capabilities

70. SterKinekor.mobi - Seats for all phones! Full seat select selection With pinch and zoom Directionalmapping Optimised Trailers

71. The importance of Profiling Recognising your user! (and doing something about it!)

72. 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

73. Mobi is a brand touchpoint It should look the part!

74. Mobi should leave a great impression When built properly, your mobi site will be a perfect brand ambassador

75. So why are great brands getting it so wrong?

76. CocoPops did everything right.... except the mobisite! Does this mobisite do a great brand (targeting kids) justice?WHY NOT? Great engagement opportunity lost?

77. Less is more on mobile? NO Deliver real functionality!

78. 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!

79. Mobile for mobile sake Why bother? 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 anything! Click to call.. AT LEAST! WHY?

80. Facebook mobile... Kulula style!!! 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!

81. (Social) power to the people! Giving the nation a voice

82. 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

83. Power of social interaction: Stickiness

84. The mobile web is not as expensive as you think!

85. 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!

86. We need an Application?? In Africa – spend carefully!

87. 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

88. Think of the SA market...only 200kmaxiPhones in SA!(40% active app users = 80,000 + 40,000 iPadsmax!)

89. June 2011 Smartphone OS sales in SA 63% 25% 6% 4%

90. Mass Market (penetration) Nokia Ovi Blackberry Android iPhone iPad Windows Mobile

91. Apps can help exposure... Let the stores to the work!

92. 20 Million Nokia handsets in SA.... 100+ Devices

93. NOKIA Ovi – EntertainmentAfrica.com 355,000 downloads – July 2011

94. 20% apps used the next day Only 5% are used by day 30! Apps are like any product...Deliver value + engagement!

95. Easy mobile management... Use your cms platforms

96. Computicket.com Computicket.mobi OVIstore (in development) Computicket.mobi R250k in 1 day BETA test!

97. Poor student to flush student.. ...in 10 minutes! Mystudentloan.standardbank.co.za

98. Standard Bank – Student Achiever

100. Fully integrated into Predator web publishing CMS system

101. Customised CMS modules to expand mobicapabilities

102. Phased approach to full deployment

103. User generated imagery

104. Competition management

106. Video management

107. Content feed aggregation

108. User generated feedback

109. Premium content integration

110. User comments engine

111. Multimedia downloads

113. Fully integrated into customised publishing CMS system

114. Multimedia management

115. Content feed aggregation

116. Buy-Now outbound links

117. Genre / label based search

118. Category sorting and listing

120. Do your customers have the tools to engage with you?

121. Mobilising the Masses... …cover all the bases USSD!

123. USSD can be bolted into existing web systems to provide a range of 2-way information services available to every phone type.

124. USSD can be used for anything (but isn’t!):

125. 2-way Content Delivery and Conversation

126. CRM and profiling

127. Consumer Feedback

128. Transactions and Competitions

129. Product InformationXXXXX MOBi: Hi Subusiso Select Options 1 – Register 2 – News Alerts 3 – Competitions 4 – Refer Friend--------------------Reply USSD

130. USSD Solution: Product Ranges... The ideal approach ‘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 *120*807*2# - or dedicated USSD Menu of ALL insurance products received via USSD through dedicated USSD string

132. If you have to be gimmicky …at least be cool with it! X

133. Who needs QR codes? –Photo recognition Download the new ‘Huru’ (beta) app and hold close to screen...

134. So you have great mobile... How to get it out there!

135. Mobile Search =Big opportunities Get found! Mobi sites are prioritised in mobile search listings regardless of Google Adwords. Context is critical! Mobile PPC Bids are currently half the cost of web based PPC! Click to call Google have woken up to mobile and offers a new form of accountable advertising to mobile publishers.

136. Mobile Ad Networks– Ad Creation Text Tagline Ads Ad units displaying only text. Used by advertisers targeting older handsets . Effective but error prone. Mobile Web Banner Ads Colour graphics ad units that are intended for use in mass-market campaigns where the goal is a good user experience across all handsets. Interactive Video – target handset Highly targeted by handsets . These are highly engaging, but expensive and in South Africa your target audience is small. High conversion rate. CREATIVE IS STILL AN ART!

137. MOBILE targeted display advertising Mobile marketing allows for highly targeted ads, by network provider, handset, handset operating system and preferred application store. Creative ad formats such as the Shrek example above, click to calendar and transparent creative overlays achieve brand building on a highly personal device. And let’s not forget that there isn’t one kind of mobile user. As mentioned earlier, there’s the busy executive checking for important messages in the taxi to a breakfast meeting or the tired dad relaxing with a glass of wine and an iPad late at night.

138. Using enticing content... to keep them coming back!

139. EntertainmentAfricawhite-label Mobi Brands shown are for demonstration only

140. The mobile armoury... More tools and platforms!

141. MOBILEMoney! Digital Rand for Rand money enabling the unbanked to bank!

142. SMS Communications – 50m Engaging with your audience... BE RELEVANT and ADD VALUE Push SMS(BULK) linking to Mobile Alerts for customers with valuable hook Reminders of offers and specialsTargeted (Profiled) adding value to the consumer Initiate dialogue and interactions Voucher and Coupon transmission Promote Mobile and USSD mobile services Pull SMS (iSMS) inbound sms functions Get information and balances via smsCompetition entry and Loyalty Redeem / Request vouchers and coupons Password and Transaction retrieval Start interactive journey from traditional media Hi Subusiso The latest XXXnewsletter is Out! Click HERE or reply and you could win a R500 voucher SMS

144. Comprehensive campaign management

145. Dedicated and shared shortcodes available

146. Multi function keyword / rule based triggers

147. ‘Catch-all’ dynamic campaign functionality

148. Customisable and custom campaigns

150. Tracking and rewarding... …all the way to the store!

151. 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.

154. Integration THE Mobile social marketing platform Over 25 million registered users with 20,000 new registrations per day. Wide targetable demographic. Targeted, cost effective communication platform through broadcast messages or hosted portals, competitions and bots. MXit campaigns “MXit bots, brand and splash pages. Reaching your audience.”

155. This scratches the surface... But in conclusion... for now!

156. Mobile should be a great user and brand experience and perform beautifullyregardless of the device

157. You must focus on ‘context’ before considering content Be relevant, the user is a normal human just like you

158. This is a Mobi first country... Build out from there! Mobi, Apps, SMS & USSD... Play where customers play!

159. MOBILISE don’t Miniaturise Just making things smaller is not enough!

160. Tim Bishop @timprezence Prezence Digital - CTO Thank You!

161. @timprezence Tim Bishop tim@prezence.co.za @prezencedigital