M M A Government Briefing 031109

PowerPoint Presentation

Click to edit Master title style

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Government Briefing

Sun City

4 November 2009

Rick Joubert

www.rickjoubert.com


The mobile phone is the most ubiquitous consumer technology

on earth

No.2 = FM Radio (3.9 Billion)


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With every 10%increase in mobile penetration, GDP growth

increases by 1.2%Deloitte in its report Global Mobile Tax Review 2006-2007


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Personal and business productivity increases Banking, financial services and remittances Empowerment of the poor and of women Foreign Direct Investment

The impact of mobile phones in

developing markets

Click to edit Master title styleSouth Africa mobile connections versus users


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Growth of unique cellular phone access in SA

1999

11% of SA adults had access to

(at least one) cellphone.

200970% of SA adults use a cellphone.

Source: AMPS


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Growth of unique cellular phone access in SA

among the economically active population

1999

20% of SA working adults had access to (at least one) cellphone.

200982.5% of SA working adults use a cellphone.

Source: AMPS


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Penetration of cellular phone ownership in SA

By LSM

Source: AMPS 2009 A

70% of the SA population has access to a cell phone


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Penetration of cellular phone ownership in SA

By expanded LSM

Source: AMPS 2009 A

70% of the SA population has access to a cell phone


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In South Africa today

Source: AMPS 2009 A

There are more than four times as many households with a cellphone than computer

44% of e-mails are sent andreceived from a cellphone

SMS text messaging is used by almostfour times more people than email

There are almost twice as manycellphones as there are TV sets

There are 5.3 times more homes withcellphones than landline telephones

There are almost six times morecellphone subscribers than Internet users

Click to edit Master title styleWhich South Africa?





Click to edit Master title stylePC Internet in Africa


10.6M

unique users accessed the mobile web

at least once *

*Rick Joubert

RSA, September 2009


Tier 1 The WAP internet

Tier 2 The mobile application Internet

Tier 3 Web browsing on phone

* Goldstuck/Joubert

Mobile web definition tiers *

Click to edit Master title styleInternet access channels

PC Web

Smartphone access to PC Web

Mobile applications

Mobile Web (WAP)

SMSUSSDVoice



Sample of SMS to President Obama during his speech in Ghana.. 21


Print Recording Cinema Radio TV Internet Mobile

7th mass medium


23Source: AMPS

Access: PopulationPopulation in SA with entertainment / communication

technology in their household

0

5 000

10 000

15 000

20 000

25 000

1993

1994

1995

1996

1998

1999

2000

2001

2002

2003

2004

/200

5

2005

/200

6

2006

/200

7

2007

2008

2009

Radio

TV

DVD

DSTV/MNET

Landline

telephone

Cellphone

Computer

Internet

Figures in 000s


24Source: AMPS 2009 A

Positioning Map of users of various media:Age and Income



Positioning Map of users of various media:Reach and LSM (LSMs 1 10)



Positioning Map of users of various media:Reach and LSM (LSMs 1 14)


1. First personal mass media

2. Permanently carried

3. Always on

4. Built-in payment mechanism

5. Available at point of creative inspiration

6. Accurate audience measurement

7. Captures social context of media consumption

* Tomi Ahonen

Mobile as a medium


MediaDisplay advertising

Direct MarketingPush messaging, lead generation

Integrated MarketingInteractive response channel for other media

Community Building and CRM

Hero, lead or support?





Campaign results

Client Expectations

15 000 downloads

4 000 survey responses

Actual results

84 000 downloads

9 200 survey responses

Case Study: Nike

Click to edit Master title styleAMS Orlando Pirates


Now Playing

Messages RotateThe messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.

RingRing

Suzan calls Mike

She expects to hear a ringing tone but hears an advertising message instead

Suzan listens to the superimposed advertising ring Tone 3-8 seconds

Mike Receives benefits for allowing ads to be played on his ring back tone


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Click to edit Master title styleMMA Members

24.comAdMob Inc.Be-Mobile

Mobile Services Company (Blue Label)Brandsh Media ccBuzzCity Pte Ltd

Multimedia SolutionsCelerity Systems (Pty) Ltd

Cellsmart Technologies

ClickatellCoca-Cola

Google, Inc.GroupM

Habari Group Media DirectMedia 24: Emerging Markets

Microsoft (MSN and Windows Live)Mobiclicks

MobiliTrix SA (Pty) LtdMr Price Group Financial Services

OgilvyOne WorldwideOne Digital Media

Praekelt ConsultingRingco

Yonder MediaSilverstoneCIS

TIM w.e. SAVodacom


1. Guidelines & Standards

2. Measurement & Reporting

3. Training & Education

4. Networking & Events

Developing the medium


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Efficient distribution of information to citizens

The ONLY mass market new media advertising channel

Citizen to government engagement

Bring the internet and government services to all

The opportunity for Government?


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www.rickjoubert.com

Thank You

M M A Government Briefing 031109

Business

cellular phone

sa working

sa adults

sa population

cell phone

mobile web

pc web

positioning