MOBILE - Taking your brand to the 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 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. @timprezence Tim Bishop tim@prezence.co.za @prezencedigital

2. Tim Bishop @timprezence Prezence Digital - CTO

3. Not totally sold on mobile? You can’t argue with facts!

4. More cellphones in SA than the entire SA population! Nearly 2 million cellphones are sold every month in SA

5. March 2011 Total handset sales in SA 40% 22% 13% OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER OTHER 24% Less than 1%

6. HANDSET MARKET – SOUTH AFRICA SMART-PHONE 9% (4 million) Blackberry accounts for half of them (2m) Samsung 29.9% Nokia 39.8% * Source Admob July 2010

7. Apart from calls... how are people using their phones?

8. South African Cellphone Usage * Source Nielsen AMPs data 2009

9. South African Mobile (Data) Usage By the hour! *Source - TNSGlobal Only drops when we are stuffing our faces and physically cannot hold a phone!

10. 12 million on mobile web 6 million on desktop web Only a 2 million cross-over = 10 million new people!

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

12. Mobile Search - rapid growth in SA 60% of all Google Searches are done from a mobile device during the weekend in South Africa! mobile 25% 60% mobile desktop desktop

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

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

15. Mobile is a Power-house You can reach everyone!

16. Touching the Masses – OPPORTUNITY! Ussd AND sms STER KINEKOR Select Options 1 – View Movies 2 – My Cinema 3 – Book Movie 4 – My profile --------------------Reply 50 million people 6 million people 12 million people

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

18. 6000+ of these.... A non-desktop device, that due to its size and context of use, needs to be treated differently

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

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

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

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

23. 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

24. CONSIDERATIONSCONNECTION SPEED A variety of connection speeds, handset capabilities and network coverage issues. 3G users could also be out of range! OPTIMISE MOBI TO THE MAX! + Maximum mobi page target size of 35 Kilobytes 15 secs 6 secs 3 secs >2 secs

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

26. When working with mobile it IS extremely important!

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

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

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

30. 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

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

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

33. One very important thing that is always overlooked

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

35. 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

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 timeslive.mobi 27kb With images 5.4c 52.2kb With images 10.4c Device resizing (HCA) No touch space

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

45. Real world examples entertainmentafrica.mobi 19kb With images 3.7c 29kb With images5.6c Device resizing Touch provision

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

47. 6000+ different devices = HCAHandsetContent Adaptation 6000 mobi sites

48. Deliver perfect experiences ...regardless of handset

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

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

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

52. 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

53. CONTEXTis KING in mobilewhich determines content

54. 21% males and 12% females use their iPad on the loo!

56. In a queue and wants to jump it

57. On the loo with time to kill

58. Lost and needing fast directions

59. Needs traffic / weather info

60. Product research and comparison

61. Want to engage with your brand

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

63. By understanding the delivery device and the guy driving it.... (CONTEXT) ...we can decide the most relevant content to deliver and where (and which order) to place it!

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

65. 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

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

67. 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

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

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

70. 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

71. Enhancing upwards... unlock device capabilities

72. Enriched functions & UX for handsets Mobi can access advanced handset features such as geo-location for mapping and geo-targeted content. Custom mobi interfaces can be aimed at handsets Optimise video & rich content for enhanced handsets GPS integration for mapping and geo-location Custommobi interfaces

73. The very polite element... Recognising your user! (and doing something about it!)

74. 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

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

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

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

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

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

80. 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!

81. Mobile for mobile sake Whats the point? 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 anythingI would like to do! Click to call.. AT LEAST! WHY?

82. Facebook mobile - Same approach! 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!

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

84. 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

85. Power of social interaction: Stickiness

86. Branded enticing content... to keep them coming back!

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

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

89. 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!

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

91. 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

92. Think of the SA market... only 150k iPhones in SA!(40% active app users = 60,000 + 20,000 iPadsmax!)

93. March 2011 OS Platform sales in SA 59% (Jumping to 67% in April 2011) 24.5% 12% 5%

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

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

96. 20 Million Nokia handsets in SA.... 100+ Devices

97. NOKIA Ovi – EntertainmentAfrica.com 325,000 downloads – June 2011

98. 20% apps used the next day Only 5% are used by day 30! Apps are like any product...Deliver value + engagement!

99. Easy mobile management... Use a single cms platform

100. Sterkinekor.com mobile.Sterkinekor.com Single content upload.. Multiple automated deployments

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

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

103. Standard Bank – Student Achiever

105. Fully integrated into Predator web publishing CMS system

106. Customised CMS modules to expand mobicapabilities

107. Phased approach to full deployment

108. User generated imagery

109. Competition management

111. Video management

112. Content feed aggregation

113. User generated feedback

114. Premium content integration

115. User comments engine

116. Multimedia downloads

118. Fully integrated into customised publishing CMS system

119. Multimedia management

120. Content feed aggregation

121. Buy-Now outbound links

122. Genre / label based search

123. Category sorting and listing

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

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

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

129. 2-way Content Delivery and Conversation

130. CRM and profiling

131. Consumer Feedback

132. Transactions and Competitions

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

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

135. Who needs QR codes? –Photo recognition Download the Digimarc app and hold close to screen...

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

137. 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.

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

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

140. You must focus on ‘context’ before considering content Be relevant and give users a good reason to engage

141. Dont cut back on usefulness give people functionality! Mobi, Apps, SMS & USSD... Play where customers play!

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

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

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