This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
This document is offered compliments of BSP Media Group. www.bspmediagroup.com
All rights reserved.
African Mobile Platform
Presented by: Pierre van der Hoven,
@PierrevdHoven
www.tuluntulu.com
Tuluntulu Vision
Distribu.on
Leading App in Africa
(app installs )
Content
Leading Content Offering
Tuluntulu
Adver.sing / Data / Engagement / PlaBorm
Customers / Target Market
• African Content App: Streaming TV, Radio, Downloads • Mobile: – Africa: 350 -‐ 400 million Smartphone's (iOS & Android)
• Demographics – All: Each channel has different content aimed at different audience – Global: IP so can accessed anywhere
Tuluntulu video streaming service & Model
Problem & Solu.on
• Global truth: – People want to access African video content on mobile (smart) devices
• Problem: – Most services are SVoD (Subscrip.on / paid for services) – Most streaming only operate online, few on mobile then only on 3G / 4G or Wi-‐Fi – Billions of mobile connec.ons are NOT on Wifi or 3G (“last mile” in Africa) – Currently excluded from video services
• Solu0on: – Tuluntulu is free to download, free to use, data costs on mobile connec.ons – Tuluntulu streaming works on low bandwidth (EDGE) or congested networks
• Opportunity: – Add massive scale to mobile content distribu.on in Africa (developing world) – Pan-‐African Adver.sing plaBorm-‐ connected device
How TV Streaming Works
Streaming Interface
Viewing Analy.cs since launch ( to 20 May 2015)
• Total downloads 135,000 • Ac.ve Users 135,000 • Sessions 750,000 • Screen views (total) 3,650,000 • Returning users 81%
• Regional Split: – RSA: 30% – West Africa: 33% – East Africa: 15%
How TV Streaming works video
Consumer Need
§ I want “TV” on my smart phone or tablet (Android, iOS)
§ I want it to work anywhere (no breaking, no buffering, not just 3G) § I want content I can relate to (emo.onal connec.on, local)
§ I want it to be easy to access (single app, many channels, simple play & UI)
§ I want it to be free (free app download, no subs) § I want it to be cheap to use (low data, accessible via Wi-‐Fi)
§ I want to use Wi-‐Fi (free, at work, in restaurants, Samsung, Isizwe etc.)
§ I want to share and interact (social media, twiher)
§ I do not want to pay to “test” it § I do not want to be excluded because I do not have a credit card § I do not want to be prevented from using Wi-‐Fi
Distribu.on (Consumer)
• Mission: To be the leading distributor of African content • Big idea: – Africa mobile first con.nent, explosive growth, video content set to grow 20 fold
– App UI is crucial: personalized, shareable, linked to social media – Push marke.ng: Integrated data base (App, SM, Online)
• Progress: – Growing app installs (RSA 33%, West Africa 30%, East Africa 25%) – 80% returning users
• Drivers: App marke.ng, UI, Content, Social Media interac.on
Broadcaster / Content owner Need
• I want a plaBorm that delivers audiences (downloads, usage)
• I want detailed analy.cs (in total & per channel, linear & app) • I want a a reliable plaBorm with tech that works in Africa
• I want a Social Media / IM front end (interac.on)
• I want to be able to deliver messaging & adver.sing
• I want assistance with revenue genera.on • I want assistance with distribu.on & packaging • In future I want a digital dividend: mobile, subscrip.on, Freemium, product sales, research, social media, transac.ons
Content
• Mission: To be the leading distributor of African content • Big idea: – Quality, relevant African content – Reach & Mone.za.on is crucial for content owners
• Progress to date: – 14 x 24/7 streaming channels – Developing radio streaming and downloads capabili.es
• Drivers: – Reach, – Analy.cs – Mone.za.on
Adver.sing / Media industry
• Adver.sing industry needs: – I want large audience number (scale)
– I want analy.cs (downloads, viewers, plaBorm & channel)
– I want to be able to segment audiences (demographics, habits etc.)
– I want a simple buying process (one stop shop)
– I want to reach across Africa (Pan African plaBorm)
– I want certainty that my content has been flighted
– I want to understand the channel brand & content – I want to play in the mobile space (content marke.ng)
– I want to interact (social media)
– I want to connect (transact, engage, sell, survey, promote etc.)
PlaBorm
• Mission: To be the leading credible adver.sing plaBorm in Africa • Big idea: – Eyes = Revenue – Audience usage and engagement analy.cs are crucial to selling – Connected devices provide excellent analy.cs – Data is key: Quan.ta.ve and qualita.ve – Sales partners / opera.ons must be effec.ve & efficient – Pan African plaBorm
• Progress to date: – Analy.cs: Google Analy.cs, Data within App. – Data gathering: App, Website, Social Media – Sales House appointed
• Drivers: Systems, App development, Sales capabili.es
Tuluntulu Channels (Launch)
Tuluntulu Channels (Launch)
Mobile Outdoor
Afridocs
Fleur TV
New Channels (Since launch)
Deutsche Welle represents Germany in the interna.onal media landscape with a full range of television, radio and online services.
Nolly4U is a 24 hours Nigerian Movie channel. The films are free and easy to access on our Nolly4U channel. Films made in Africa, by Africans, for Africans.
Mafrik is a 24 hour West-‐African music video channel.
The Voice of America (VOA), a dynamic mul.media broadcaster funded by the U.S. Government, broadcasts accurate, balanced, and comprehensive news and informa.on to an interna.onal audience
Elev8tv is a religious channel which features sermons, conferences and prayers from various Chris.an church denomina.ons.
Growth Market
• Video streaming globally is exploding: (Ooyala research) • Mobile, Video, Africa: Growth market (research available) • Africa: First device, single app strategy (Home for African content) • Smartphone penetra.on & data cost decreasing • Wifi penetra.on increasing • Tuluntulu’s “Free” model is unique in industry, Pay as you go or FREE • Usage Costs: mobile data cost / hour – 100 mb / hour or less (data package?),
• 100% free on Wi-‐Fi, availability, penetra.on & usage growing
Business Models / Mone.sa.on
• Distribu.on (Reach): – Adver.sing: Digital, linear TV, sponsorship – Content slots – Data / surveys / ques.onairre – Transac.ons – Share of data / revenue – Trade exchange: free distribu.on for other benefit – Other: Affiliate fees, transac.ons (sale of content)
• Content: – Carriage Fees – Trade exchange: • Add value to the content offering • Provide marke.ng, drive reach, drive app installs
New TV channels in planning
• Nollywood Premium: Premium movies • AfrikTales: West African Series • Holidays Africa: Travel and Tourism • ANC: Poli.cs • SABC: Educa.on • GodTV: Religion • Hollywood Bets: Online gambling • Influence Africa: Social Development • Government Communica.on • Afrikaans • Nigeria Regional TV Channels • Numerous other: Music, News, poli.cs, religion, educa.on, funeral
Radio sta.ons in planning
• Primedia • Times Media • Nigeria sta.ons • Kagiso Media • Student / Varsity sta.ons • Independent sta.ons • Community sta.ons
Other factors
• Connected device • Data base philosophy – registra.on, demographics • Push marke.ng – drive engagement • Share of data revenue models • Survey / Market intelligence – partner, revenue • Intelligence / scale built into the app itself • Carriage fee model – annuity income • Niche TV channels possible (viable?) • Start “TV” channel for fixed fee per month (barrier low) • No TV “broadcas.ng” licenses required • Global (internet protocol, diaspora) • New products: Radio streaming, Downloads/Podcasts • Freemium -‐ transac.ons • Digital / Big Data dividend: Sales, surveys, promo.ons, trans etc
Marke.ng
• Objec.ve: drive app installs, increase engagement, build brand • Above the line: – Mindset & ANN7 – SABC Educa.on – Exposure on radio sta.ons
• Social Media: – Facebook paid – Social media content
• Trade exchanges: MNO’s, TV, radio, other • PR – press ar.cles, conferences • Channel owners market to their target markets • MediaMark: Industry sales • MNO: MTN, Airtel, E.salat • App stores & plaBorms: BB, Tecno, Windows • Awards: NSTF, TT100, Frost & Sullivan
Conclusion
• New medium with great growth poten.al – Africa, Mobile & Video – Smartphones: connected medium, push marke.ng
• Opportunity for content owners – Long form content – Overcome barriers of literacy, access to TV’s, languages etc.
• Full channel opportunity at low entry cost, with revenue upside • Opportunity for brands / adver.sers / Gov. / NGO’s