Mobile Web Africav1 Ms07 Pdf
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The document discusses the rapidly growing mobile media market in Africa, highlighting significant statistics such as $300 million annual spending and the dominance of mobile phones as a communication medium. It outlines various access channels, key mobile features, and emerging advertising techniques, emphasizing the potential of mobile marketing in developing markets. Additionally, it underscores the collaboration needed among stakeholders to enhance mobile media development and effectively leverage advertising opportunities.
Mobile Web Africav1 Ms07 Pdf
- 2. Mobile Web Africa 13 October 2009, Johannesburg, South Africa Africa and mobile as a medium
- 5. • $300 million p.a. • 2000 films p.a. • $30K budget per film • Average film sells 50K disks at a price of $2
- 6. DVD player shipment by region Source: “In-Stat”
- 7. AdMob Mobile Metrics: August 2009 (ads called from the AdMob network) - Apple iPhone = number 1 handset on every continent in the world… - Except…… - Africa! - Africa: no1 = Nokia 3110, no2 = Samsung E250
- 8. “Internet” access channels? • PC WEB • Smartphone access to PC WEB • Mobile applications • Mobile WEB (WAP) -------------------------------------------------- • SMS • USSD • Voice
- 9. “Mobile Web” Definition tiers* • Tier 1: The WAP internet • Tier 2: The mobile application Internet • Tier 3: Web browsing on phone * Goldstuck/Joubert
- 10. RSA, September 2009 10.6M unique users accessed the mobile web at least once* *personal estimate
- 11. Primary Access? Only 30% of mobile web users have access to the PC Web* *VC UVAL study
- 12. Primary Access? 70% of The GRID users claim primary internet access channel = MOBILE* *The GRID survey
- 13. 7th mass medium Print Recording Cinema Radio TV Internet Mobile
- 14. Mobile phone is the most ubiquitous consumer technology on earth no.2 = FM Radio (3.9 Billion)
- 15. MOBILE as a medium* 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
- 16. Q. Is mobile the hero, lead or support? • Media : display advertising • Direct Marketing: push messaging , lead generation • Integrated Marketing: interactive response channel for other media • Community Building and CRM
- 17. Four Screens 1. Cinema 2. TV 3. PC 4. Mobile
- 18. In developing markets mobile is the FIRST screen
- 19. In South Africa advertising agencies are beginning to GET IT
- 20. 2 Agencies getting involved 0 "It is an area of massive potential in this market and we have invested resources because I believe OMD needs to take a leading role as the largest media agency in SA.” Josh Dovey CEO, OMD
- 21. Penetration (%) Media Adoption Curve Time The Long Tail Spend (R) Large Advertisers
- 22. In South Africa the media owners are beginning to GET IT
- 23. MMA Global – over 800 members 23
- 24. MMA South 24.com members Africa AdMob Inc. 2 4 Be-Mobile Mobile Services Company (Blue Label) Brandsh Media cc BuzzCity Pte Ltd Multimedia Solutions Celerity Systems (Pty) Ltd Cellsmart Technologies Clickatell Coca-Cola Google, Inc. GroupM Habari Group Media Direct Media 24: Emerging Markets Microsoft (MSN and Windows Live) Mobiclicks MobiliTrix SA (Pty) Ltd Mr Price Group Financial Services OgilvyOne Worldwide One Digital Media Praekelt Consulting Ringco Yonder Media SilverstoneCIS TIM w.e. SA Vodacom
- 25. Developing the medium 1. Guidelines & Standards 2. Measurement & Reporting 3. Training & Education 4. Networking & Events
- 26. Current inventory types • Banners & Text links • Interstitials & “Splash Screens” • SMS & USSD tags • SMS & MMS Push (DM)
- 27. Promising Future Inventory • Ad-RBT (Advertising Ring Back Tones) • Interactive Location Based Alerts (CB /STK) • Mobile TV?
- 28. Suzan calls Mike Ring She expects to hear Suzan listens to the Ring a ringing tone superimposed but hears an advertising ring advertising Tone 3-8 message instead seconds Now Playing Mike Receives benefits for allowing ads to be played on his ring back tone Messages Rotate The messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.
- 29. Pricing models CPM for brand / awareness executions will always have a place BUT Performance based pricing is likely to dominate the mobile media landscape going forward particularly as the media buyer long tail emerges CPC, CPA, CPL etc
- 30. Driving forces • Growth in data networks & coverage • Mobile data access charges • Quantity & Quality content for the “Mobile Internet” • + handsets - price • Compliments – e.g. Mobile Wallets
- 31. MNO buy-in & focus! • Key role in market development/standards - This means MNO’s working together to develop the medium - NB universal short codes, SMS & WAP reverse billing • Create customer value - Subsidisation, rewards and relevance • 3rd party enablement - Make information assets available - Make the network available!
- 32. Size of the prize? Continental Africa: $8 Billion p.a. advertising spend* *personal estimate based on multiple sources including EIU, WARC and World Fact Book
- 33. Mobile Media South Africa: 1% of ad spend* Add CRM + DM: 4%* In rest of Africa we have not yet scratched the surface *personal opinion
- 34. US Internet ad spend
- 36. 30 September 2009, UK
- 37. Can you see it? Entrepreneurs Brand managers Ad Agencies Mobile Operators Media Owners