Introduction to members and benefits of the Mobile Marketing Association South African Council.

1. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1
Nothing Gets
Marketers Closer
to their
Consumers than
Mobile
Mobile has sparked a new world
of media in which every object is
a medium and every place is an
opportunity for a message.
There is no other platform that is
as personal, as pervasive, and
provides the opportunity for
proximity to connect with
consumers in the right place and
time.
It is time to reimagine marketing
with mobile leading the charge.
Every Moment is Mobile.

2. About the MMA SA
With over 70 members active in South Africa, the South African
Local Council of the Mobile Marketing Association was founded in
2008, and has been actively participating in the
promotion, establishment and growth of the mobile marketing and
advertising industry in this country.
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2

3. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3
The Role of Mobile
in the Marketing Mix
Traditional ATL
BTL
Direct / CRM
Digital
Social
Mobile
Marketing • Service
• Loyalty
• Rewards
• Social
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile
Advertising
• Direct Response
• Permission
Marketing
• Mobile Internet
• Games
• Branded Utilities
• Community
Brand
Building
Acquisition
RetentionGrowth

4. The Mobile Marketing Association
The MMA is the premier global
non-profit trade association
representing all players in the
mobile marketing value chain. Leadership
• Code of Conduct
• Standards & Guidelines
• Training & Education
Promotion
• Awards
• Events
• Networking
Access
• Case Studies
• Best Practices
• Research and Insights
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 4

5. MMA SA Members Q3 2013
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 5

6. South Africa:
Leading the Mobile Revolution Globally
2009, 2010 & 2011 Global and EMEA Winners
3 Gold's, 2 Silvers
5 EMEA Regional Awards
• Lead Generation / Direct Response / Conversion
• Use of Mobile Social Media
• Messaging
• Social Impact / Not For Profit
• Relationship Building / CRM
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 6

7. The
Mobile
Medium
2013
Size
Use
Audience
Growth
Trends
Opportunity
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747
(AMPS Review sponsored by SilverstoneCIS.com) 7
In 2010 MMA members work
shopped the structure of the AMPS
Questionnaire with SAARF –
2011AB and 2012AB is the result.
We’ve over-coded AMPS
data, and got a completely new
perspective of the mobile medium
in South Africa
We’re beyond the point where the
question is if mobile should form
part of your marketing mix…
In this update we can
start to see some
trends.

8. Based on AMPS 2012AB,
in South Africa’s adult population today…
There are more than twice
as many cellphones as
there are TV sets (31.8m
vs 15.9m)
There are 4.6 times more
households with a
cellphone than a computer
68% of e-mails are sent
and received from a
cellphone
(was 53% in 2011)
SMS text messaging is
used by 3 times more
people than email
There are 7.2 times more
homes with cellphones
than landline telephones
(was 6.7x in 2011)
5.2x more cell subscribers
than fixed Internet users –
86% of internet accessed is
via mobile
(was 4.9x in 2011)
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747
(AMPS Review sponsored by SilverstoneCIS.com) 8
4.6 x2 x
7.2 x
68% 3 x
5.2 x

9. Mobile Penetration
 29.561m Cellphone owners
 14.843m use Voice/SMS/USSD only
 14,871m use Mobile Internet and Data based
services
 153,000 people use mobi data but do not own their
own cellphone
 99% of mobile data users also use SMS/USSD
functions
 14,642m mobile data users, also use SMS/USSD
functions
 86% of internet users in SA access the internet via
mobile technology
 Only 33% of SA access the internet via a computer
 5.1m use both
Over coding used to ascertain these figures- see
Appendix
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747
(AMPS Review sponsored by SilverstoneCIS.com) 9
29.6m
Individual Cellphone
Owners
35m
SA Adult Population (15 years and older)
14.8m
Use Voice, SMS & USSD
only
95% Mobile Phone Penetration in
Households
85%
95%
14.8m
Mobile Data Penetration
85% or 29.6m adults
directly targetable through
mobile marketing and
advertising
95% of adults can respond
to marketing and advertising
through mobile
50%
50%

10. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 10
Mobile compared to SA Mass Media
33803
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Millions
Radio
TV
DVD
DSTV/ MNET/ Top
TV
Landline telephone
Cellphone
Computer
Internet
Internet - mobile
2009 Inflection:
Mobile became the most pervasive mass media in South Africa

11. Leadership
of committees, councils and
boards to keep your company
at the forefront of industry
Efficiency
and operational excellence
through the development of
guidelines and best practice
to reduce the friction and
help make it easier for buyers
and sellers alike.
Access
to MMA
products, data, initiatives, &
networking to help you make
better decisions.
Promotion
of member products, services
and solutions to raise
awareness, generate more
leads and business for your
company
Influence
to shape the future of the
industry
Advanced Insight
via MMA products, data, initiatives and
research; helping members build your
understanding of the marketplace and
make better business decisions
Networking
via MMA initiatives and events
help support members to find
business partners and
customers.
MMA
Membership
The benefits of membership
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 11

12. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 12
Local Contact Details
Candice Goodman
Chairperson MMA SA
+27 83 326 2461
Candy@mo-b.co.za
Raymond Buckle
Chair Emeritus MMA SA
+27 11 326 1000
Raymond@silverstonecis.com
Visit www.mmasa.org
Email info@mmasa.org
Mpho Mothapo
Marketing Manager
+27 82 556 5556
Mpho.Mothapo@MMAGlobal.com
Kim Risi
Member Support Manager
+27 83 468 9360
Kim.Risi@MMAGlobal.com