SMS Gaming in Africa (Mobile Entertainment Africa Conference)

SMS GAMING IN AFRICA 
#SMSROCKS 
SMS GAMING IN AFRICA  @JONHOEHLER

FOOT PRINT & QUICK FACTS 

#SMSROCKS 

HANDS IN THE AIR….. 

#SMSROCKS 

LETS START 
GLOBALLY 
BEFORE WE 
LOOK LOCALLY 
Image: wallpapers-zone.info

#SMSROCKS 

FACTS AND FIGURES  Source: PorEo Research Ltd 

Annual worldwide mobile messaging revenue will reach nearly 
$210 BILLION  USD 210 billion by the end of 2011, and smash USD 300 billion 
in 2014. 

SMS and MMS alone will contribute a massive 55.7 percent to 
55.7 PERCENT  global data revenues in 2011. 

13x  SMS brings in 13 Emes more revenue than Apps 

SMS alone generated USD 114.6 billion in 2010, and will reach 
USD 126.8 billion in 2011. Compare that to forecasted mobile 
$114.6 BILLION  broadband revenues (USD 58.1 billion in 2011) and mobile 
applica[on revenues (USD 9.5 billion in 2011) 

MMS outperforms mobile apps and mobile music added 
together... In 2010, worldwide MMS traﬃc hit 248.7 billion 
$32.5 BILLION  MMS messages and generated massive revenues of USD 32.5 
billion 
#SMSROCKS 

THE PROJECTIONS 
According to Informa Telecoms and Media, global SMS 
8.7 TRILLION  traﬃc is expected to increase to 8.7 trillion messages 
in 2015 from 6.1 trillion messages in 2010. 

According to ABI Research there were 4.2 billion 
4.2 BILLION  users of SMS around the world in 2010. 

GLOBAL, MOBILE MESSAGING TRAFFIC BY  GLOBAL, MOBILE MESSAGING REVENUE SHARE 
TYPE, 2009‐2015  BY TYPE, 2009‐2015 

Source: Informa Telecoms and Media  Source: Informa Telecoms and Media 

#SMSROCKS 

#SMSROCKS 

THE PHILIPPINES 
“THE SMS CAPITAL OF THE WORLD” 

SOURCE: INFORMA TELECOMS AND MEDIA 

GREAT EXAMPLE OF SMS DRIVING DATA REVENUE 
#SMSROCKS 

THE TRULY UBIQUTOUS  
COMMUNICATION MEDIUM 
#SMSROCKS 

NOW LETS 
LOOK 
LOCALLY 

COME UP NEXT….  
MOBILE INTERNET IN AFRICA 
#SMSROCKS 

WHAT IS HAPPENING IN AFRICA… 
• The world's 2nd largest and 2nd most 
populated con[nent, aber Asia.  
• 2,000 languages spoken 
• Covering 20% of the earths land 
• 1 billion people, and growing 
• Made up of 54 countries 
• 175 Mobile Network Operators 
• Mobile subscribers growing y/y at 25% 
• Currently more 500m subscribers, > the 
US popula[on…  
• 2 billion people will live in urban SSA by 
2050 
• They will spend $1.4 T on consumer 
goods / services by 2020 
• Middle‐class segment of 500M is already 
bigger than India’s…. 
AFRICA’S TRUE SIZE 
#SMSROCKS 

WHAT IS HAPPENING IN MOBILE ON THE CONTINENT… 

OVER 550 MILLION 
CONNECTIONS 
97% PREPAID SUBSCRIBERS 
ALMOST ALL HANDSETS CAN 
USE TEXT MESSAGING 
NOKIA HAS 65% MARKET 
SHARE IN AFRICA 
AIRTEL AFRICA  
ARPU PER MONTH: $7.2 
15% MOBILE INTERNET 
PENETRATION 

#SMSROCKS 

WHAT IS HAPPENING IN MOBILE ON THE CONTINENT… 

MOST POPULAR   MOST POPULAR  
ENTRY LEVEL HANDSETS:   WAP HANDSET:  
NOKIA 1100 SERIES  NOKIA 5130 XPRESS MUSIC 

#SMSROCKS 

MOST POPULAR WAP HANDSET IN SOUTH AFRICA 

#SMSROCKS 

BLACKBERRY vs IPHONE vs ANDROID 
ON THE VODACOM SA NETWORK 

Source: Mybroadband | Website: hmp://[nyurl.com/vodacomsa‐mybroadband | Date: April 2011 

#SMSROCKS 

SOCCER CITY 
WORLD CUP OPENING GAME 

#SMSROCKS 

HOW BIG IS THE IPHONE AUDIENCE IN SA? 
SOUTH AFRICA’S MOBILE MARKET = 52 MILLION 
NOW, SOCCER CITY HOLDS 95,000 PEOPLE 

+  = 200,000  Es?mate from industry experts 

TOTAL IPHONE UNIVERSE  
IN SOUTH AFRICA ACROSS 
VODACOM AND MTN 
#SMSROCKS 

HOW BIG IS THE BLACKBERRY AUDIENCE IN SA? 

= 1,5 MIL  Es?mate from industry experts 

TOTAL BLACKBERRY  
UNIVERSE IN  
SOUTH AFRICA 
#SMSROCKS 

HOW BIG IS THE FEATURE DEVICE AUDIENCE IN SA? 

= 15 MIL  Es?mate from industry experts 

TOTAL ACTIVE WAP ENABLED  
FEATURE PHONE UNIVERSE  
IN SOUTH AFRICA 
#SMSROCKS 

IN THE NUMBERS GAME WHICH WAP 
HANDSETS WILL WIN IN AFRICA? 

✗  ✔ 
#SMSROCKS 

THE FUTURE COST OF HANDSETS 

#SMSROCKS 

HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA 

HUAWEI SMARTPHONE 

ANDROID 2.2 (FROYO) OS 

FULL TOUCH SCREEN 

200,000 HANDSETS SHIPPED 

2,000 ACTIVATIONS PER DAY 

“ANDROID OS IS THE FASTING GROWING OS PLATFORM ON THE 
INMOBI MOBILE ADVERTISING NETWORK IN KENYA (MARCH 2011)” 

SUBSIDIZED COST: KS 8,499 or $95.00 
#SMSROCKS 

HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA 

#SMSROCKS 

TIGO GHANA – FACEBOOK PHONE BY MI‐FONE 

PHONE FEATURES INCLUDE: 

Camera        Qwerty keypad  
Email access      Fm radio 
Memory Card slot     Java  
Big 2inch screen    64 Midi Ringtone / MP3  

PACKAGE INCLUDE:  
2Ghc air[me and 1GB of data for 30 days. 

RETAIL PRIZE: Ghc49.99 (± US$ 32) 
#SMSROCKS 

THE GROWTH OF MOBILE DATA USAGE  
BY AFRICAN MOBILE YOUTH 
According the Mobile Youth 2010 Report 
South Africa has 27 Million mobile youth owners 
$1.3 Billion will be spent on data usage by 2012 

#SMSROCKS 

AFRICA TODAY 

MORE AFRICANS HAVE ACCESS TO 
MOBILE PHONES THAN CLEAN 
DRINKING WATER! 

#SMSROCKS 

THE BUSINESS MODEL OF SMS GAMING 

EVERYONE WANTS  
THEIR PIECE OF THE 
ACTION 

#SMSROCKS 

THE BUSINESS MODEL OF SMS GAMING 

REVENUE FROM TRANSACTIONS 

REVENUE SHARE SPLITS 

MEDIA AND PRIZES 

ITS NOT ALWAYS ABOUT REVENUE…. 

#SMSROCKS 

WHO FORMS PART OF THE ECOSYSTEM 

CLIENT, BRAND, 
AGENCY, CONCEPT 
OWNER 

SMS APPLICATION 
THE SUBSCRIBER 
THE FIVE KEY  PROVIDER 
PARTIES IN THE 
SMS GAMING 
ECOSYSTEM 

MEDIA   MOBILE NETWORK 
OWNERS  OPERATOR (MNO) 

#SMSROCKS 

THE ECOSYSTEM BREAKDOWN 
CLIENT, BRAND, AGENCY,  SMS APPLICATION  MOBILE NETWORK 
MEDIA OWNERS  THE SUBSCRIBER 
CONCEPT OWNER  PROVIDER  OPERATOR (MNO) 
• THE GUYS WITH THE  • THE GUYS WITH THE  • THE GUYS WITH  • THE GUYS WITH TOOLS  • THE MAIN GUY! 
IDEA  TOOLS TO MAKE THE  ACCESS TO THE  TO PROMOTE THE SMS 
SMS SERVICE WORK  SUBSCRIBERS  SERVICE  • THE MOST IMPORTANT 
• A CLIENT CAN TAKE  PART IN THE 
MANY FORMS BE IT AN  • THE PROVIDER WILL  • THE MNO PROVIDES  • MEDIA PARTNERS  ECOSYSTEM 
AD AGENCY, AN FMCG  EXECUTE THE SMS  ACCESS TO THEIR  PROVIDE THE 
COMPANY, MEDIA  APPLICATION FOR THE  SUBSCRIBERS VIA  PLATFORMS TO  • IT’S THE SUBSCRIBER 
OWNER, PRODUCT AND  CLIENT  PREMIUM‐RATED SMS  PROMOTE SMS  WHO IS GOING TO 
SERVICES COMPANY OR  SHORT CODES  APPLICATIONS AND  CHOOSE TO 
EVEN A MOBILE  • THE PROVIDER HAS  SERVICES  PARTICIPATE IN YOUR 
OPERATOR  ACCESS TO A MOBILE  • TRANSATIONAL  SERVICE BASED ON 
OPERATORS  PAYMENTS HARE  • IN SOME CASES THE  SOME KEY FACTORS: 
SUBSCRIBERS VIA  HANDLED BY THE MNO  MEDIA OWNER WILL 
• GOALS VARY BASED ON  PREMIUM‐RATED SMS  DEPLOY SMS SERVICES  COST OF 
CLIENT  SHORT CODES AND  AND USE DEAD  PARTICIPATION 
• REVENUE IS PAID 
CONNECTIONS  FROM THE MNO TO  ADVERTISING SLOTS TO 
• OBJECTIVES:  THE SERVICE PROVIDER  PROMOTE THEIR OWN  EASE OF 
• PROVIDER HANDLES  SERVICES  PARTICIPATION 
BRAND AWARENESS  PAYMENTS AND  • IN SOME CASES THE 
REVENUE COLLECTION  • SMS APPLICATIONS  PRODUCT/SERVICE 
MNO IS THE CLIENT,  RECEIVED BY 
REVENUE GENERATION  FROM THE MOBILE  SERVICE PROVIDER AND  ALLOW MEDIA OWNERS 
OPERATORS  TO SELL MORE MEDIA  PARTICIPTION 
MEDIA PARTNER ALL 
ROLLED INTO ONE  SPACE 
INCENTIVES TO 
• OBJECTIVES:  PARTICIPATE 
• OBJECTIVES:  • OBJECTIVES: 
SERVICE DELIVERY  TRUST IN THE SMS 
REVENUE GENERATION  SELL MEDIA SLOTS  SERVICE  
REVENUE GENERATION  
SUBSCRIBER  PROMOTE OWN 
RETENTION    SERVICES  

#SMSROCKS 

WHAT MAKES A SUCCESS SMS CAMPAIGN? 

AWESOME 
LOW COST 
PRIZES AND 
ENTRIES 
INCENTIVES 

CORRECT  SUCCESS 
MEDIA  LOCALISATION 
PLACEMENT 
FACTORS 

SIMPLE 
MULTIPLE USER 
APPLICATION 
ENGAGEMENTS 
MECHANICS 

#SMSROCKS 

REGISTERED USERS 

VS. 

ACTIVE USERS 
#SMSROCKS 

REGISTERED VS. ACTIVE USERS 
“THERE IS A BIG DIFFERENCE” 

#SMSROCKS 

REGISTERED VS. ACTIVE USERS 
“THERE IS A BIG DIFFERENCE” 

THE SMS  
LONG TAIL  
EFFORT 

INCREASE THE 80%  OF 
PARTICIPANTS WHO ARE ONLY 
SENDING 1 OR 2 TRANSACTIONS 

#SMSROCKS 

WHY IS USING SMS  
MAKING SENSE IN AFRICA? 

#SMSROCKS 

A MATRIX OF OPTIONS… 

  SMS  MMS  WAP  MOBILE APPS 

HANDSET SUPPORT  99%  ±15%  ±15%  ± 10% 

Text messaging is available in  Only available in GPRS, Edge,  Only available in GPRS, Edge,  Only available in GPRS, Edge, 
COVERAGE  all network coverage areas  3G coverage areas  3G coverage areas  3G coverage areas 

Appstore needs to be 
available with the user being 
User types in wap site address  able to download apps. 
Subscriber sends keywords to  Subscriber sends keywords to  URL into browser to  Payment apps might be 
SIMPLE  assigned premium‐rated SMS  assigned MMS short codes (If  engagement. SMSes can we  required. Download requests 
ENGAGEMENT  short codes  available from MNO)  used to send the URL to a  via SMS request for Java 
subscriber  Apps can be used but 
mechanics can be 
complicated 

MMS messaging is only used  WAP engagement is greater  JAVA apps amongst feature 
by a small frac[on of the  than MMS usage on a per user  phone users are popular but 
SMS is a basic service that 
African mobile market due  basis however the issues of  version and handset 
most subscribers have used be 
SERVICE USABILITY  it peer to peer SMSing or 
lack of handsets, lack of MMS  handsets, coverage and  availability is a challenge. 
equipment at MNO and lack of  understanding of how to use  iOS, Android and Blackberry 
engaging in SMS applica[ons 
understanding how to use the  WAP are s[ll present amongst  are used by a small amount 
service  a large por[on of the market  of the market. 

#SMSROCKS 

THERE ARE DRAWBACKS….. 

COST TO CONSUMER (BARRIER TO ENTRY) 

160 TEXT BASED CHARACTERS 

RICHNESS OF THE CONTENT 

GAME SCENARIOS BECOME COMPLICATED 

#SMSROCKS 

SO WHAT TYPES OF SMS  
GAMES ARE AVAILABLE?  

#SMSROCKS 

WHAT TYPES OF GAMES ARE AVAILABLE? 

SIMPLE SMS AND WIN 
APPLICATIONS 
SKILL BASED GAMES 

AMAZING RACE VIA SMS 

HIGHEST TEXTER GAMES 

REVERSE AUCTIONS 

SMS MEGA PROMOTIONS 
#SMSROCKS 

WHAT MAKES UP A MEGA PROMO! 
THEMED GENERAL KNOWLEDGE 
MULTIPLE CHOICE QUESTIONS 
GAME OF 
SKILL 
PROMOTIONS 
CASH IS 
CAPACITY 
KING 
HIGH  HUGE PRIZE 
VOLUMES  INCENTIVES 

MNO 
PLAY RATES 
BRANDED 
MEGA 
HIGH 
INTENSITY 
PROMOTIONS  MOBILE 
OPERATOR 
GAME PLAY  DRIVEN 

MOBILE 
HUGE MEDIA 
BROADCASTS,  PLEASE  OPERATOR  AWARENESS AND 
INITIATIVES 
CALL ME AND BANNERS  MEDIA  CREDIBILITY 

#SMSROCKS 

MEGA PROMOTION EXAMPLES 
VODAFONE ITALY 

POWERED BY ZED 
Win an SLK every day 
for 100 days and a  
Mercedes McLaren as 
the Grand prize. 

#SMSROCKS 

VODAFONE ITALY – 100 SLK’s IN 100 DAYS 

#SMSROCKS 


#SMSROCKS 

GLO NIGERIA MEGA PROMOTION 

#SMSROCKS 

MTC NAMIBIA 
Promoions: 3 

Total revenue generated: N$96 000 000 

ARPU boost %:  5.31% 

Users: 758 647 

POWERED BY PBEL 
Average purchases per user: 10.23 
#SMSROCKS 

TIPS AND CONSIDERATIONS 

LOCAL LOTTERY BOARDS 

LOCAL LEGISLATION (CPA) 

MOBILE REGULATORY GROUPS (WASPA) 

NEW AND INNOVATIVE SERVICES 

#SMSROCKS 

CONCLUSIONS 
SMS IS NOT GOING ANYWHERE AND 
CONTINUES TO BE MOBILE DATA’S KILLER APP 

STILL THE MOST AVAILABLE FORM OF MOBILE 
DATA BILLING IN AFRICA 

BEST DATA MEDIUM FOR  
MASS MARKET ADOPTION 

BUILD SERVICES FOR AFRICA 
#SMSROCKS 

STARFISH MOBILE 
CASE STUDIES 

#SMSROCKS 

STARFISH MOBILE CASE STUDIES 
SMS FOOTBALL TRIVIA  INTERACTIVE TV 

TANZANIA CASE STUDY  3BEE on SABC 3 
An interac[ve SMS Trivia applica[on built around the  An interac[ve SMS compe[[on promoted and 
football World Cup. Par[cipants were prompted to  developed for the South African Broadcas[ng 
SMS a single keyword to a short code.  Corpora[ons third channel, SABC3. 

Par[cipants were provided with mul[ple choice  Purpose of the campaign was to create viewer 
ques[ons and points were allocated based on correct  s[ckiness by par[cipa[ng in an SMS compe[[on 
answers provided.  during their favourite SABC 3 TV show. 

The subscriber with the most points won a trip to  An animated character (“3BEE”) would appear in the 
watch a World Cup game in South Africa, in this case it  corner of the TV screen promp[ng the viewer to SMS 
was the quarter ﬁnal between Ghana and Uruguay  the word 3BEE to 34811. The viewer received a 
ALL EXPENSES PAID  ques[on about the current show. If answered 
correctly the viewer would be entered into the draw 
STATISTICS:   to win awesome daily prizes   
• Ac[ve Subscriber Base: 5mil 
• End User Price per request: $0.11  STATISTICS:  
• Promo[onal Period: 35 days  • Dura[on: Two, 3 month promo[ons 
• Tag Message alloca[on: 800,000 per day  • Total par[cipants: Over 650,000 
• Broadcast Messaging: 1mil every week  • Transac[ons Per month: Over 1,000,000 SMSes   
• Total Transac[ons: 1,085,339   • Peak transac[ons: 121,000 SMSes in 1 hour 
• Average Transac[ons Per Day: 31,010  
#SMSROCKS 

STARFISH MOBILE CASE STUDIES 
SMS AMAZING RACE  SMS FOOTBALL TRIVIA 

NIGERIA CASE STUDY  NIGERIA CASE STUDY 
An interac[ve SMS Trivia applica[on built around the  An interac[ve SMS Trivia applica[on built around the 
content of the popular TV show, the Amazing Race. In  EPL. Par[cipants were prompted to SMS a single 
a virtual game, par[cipants traveled to 17 des[na[ons  keyword to a short code. 
where 5 SMS mul[ple choice ques[ons were posed.  
Par[cipants were provided with mul[ple choice 
The subscriber to complete all the ques[ons in the  ques[ons and points were allocated based on correct 
quickest possible [me was declared the winner.   answers provided. 

Prizes included:   The subscriber with the most points won a trip to 
• Apple IPods Nano 4GIG  watch a live EPL game in the UK, in this case it was the 
• Nokia 63000’s  top 4 clash between Arsenal and Chelsea at the 
• Samsung Flat Screen TV  Emirates Stadium ALL EXPENSES PAID 

STATISTICS:   STATISTICS:  

• Campaign Dura[on: 1 Month  • Dura[on: 8 Months 
• Total hits: 570 279  • Total Transac[ons: 1,213,506   
• Total unique par[cipants: 44,525  • Total Par[cipants: 214,798  
• Total race ﬁnishers: 1526  • Total Community Members: 430,450 
• Winning Time: 120h:35m:53s  • Play Rate: 5,64 

#SMSROCKS 

SMS FOOTBALL TRIVIA: NIGERIA CASE STUDY 
GRAND PRIZE PHOTOS 

#SMSROCKS 

THANK YOU 
JONATHAN HOEHLER 
Chief Technical Officer / Business Analyst 
Starfish Mobile Interna[onal Inc 

EMAIL:     jonathan@starfishmobile.com 

TWITTER:   @JonHoehler 

SKYPE:     jonhoehler 

MOBILE:    +27 83 712 2534 

BLOG:    www.jonhoehler.co.za 

#SMSROCKS 

OUT OF INTEREST 

ADDITIONAL DATA  
ON MOBILE IN AFRICA 

#SMSROCKS 

OVER 50 MILLION SUBSCRIPTIONS 
38 MILLION ACTIVE SUBSCRIBRS 

15% 

POSTPAID 
SOUTH AFRICAN LANDSCAPE 

3G 

SMS 
WAP 

VOICE AND 

75% USE ONLY BASIC SERVICES  25% DATA 
(HANDSETS)  SERVICES 

2G HANDSETS  WAP  3G 
#SMSROCKS 
@JONHOEHLER

OVER 500 MILLION SUBSCRIBERS 

3

% 
3G 

WAP 
THE PAN AFRICAN LANDSCAPE 

VOICE AND SMS 

15% 
85% USE ONLY BASIC SERVICES  
DATA 

DATA 
2G HANDSETS  HANDSET 
#SMSROCKS 
@JONHOEHLER

OPERA MINI AFRICA SNAPSHOT 

RANK  SITE VISITED  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK 
ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA 

1  facebook.com  ✔  1  ✔  1  ✔  2  ✔  1 
2  google.com  ✔  2  ✔  2  ✔  1  ✔  2 
3  youtube.com  ✔  4  ✔  3  ✔  4 
TOP VIEWED SITES  

4  yahoo.com  ✔  3  ✔  10  ✔  4  ✔  5 
5  wikipedia.org  ✔  6  ✔  3  ✔  3 
6  bbc.co.uk  ✔  4  ✔  5  ✔  8 
7  my.opera.com  ✔  9  ✔  6  ✔  7 
8  dic[onary.com  ✔  7  ✔  9 
9  goal.com  ✔  7  ✔  10 
10  vanguardngr.com  ✔  5 
11  zamob.com  ✔  5 
12  ketomob.com  ✔  6 
13  waptrick.com  ✔  6 
14  na[on.co.ke  ✔  7 
15  2go.co.za  ✔  8 
16  mobile2day.com  ✔  8 
17  news24.com  ✔  8 
18  as7apcool.com      ✔  9 
19  twimer.com  ✔  9 
20  cnnmobile.com  ✔  10 
SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: hXp://www.opera.com/smw/20/04/ | DATE: APRIL 2011 
#SMSROCKS 


RANK  HANDSETS  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK  TOP 10  RANK 
ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA 

1  Nokia 5130 XpressMusic  ✔
2  ✔
1  ✔
1  ✔
2 
2  Nokia 2700c  ✔
1  ✔
2  ✔
2  ✔
3 
TOP WAP HANDSETS 

3  Nokia 2330c  ✔
5  ✔
3  ✔
8  ✔
1 
4  Nokia 2690  ✔
3  ✔
6  ✔
4  ✔
6 
5  Nokia 2730c 

✔
6  ✔
5 
6  Nokia C3  ✔
8  ✔
7 

✔
9 
7  Nokia N70 

✔
3 

8  Nokia 1680c        ✔  4 
9  Nokia 30c  ✔
4 

10  Samsung GT‐S5233a    ✔  4     
11  Nokia N73 

✔
5 

12  Samsung SGH‐E250i    ✔  5     
13  Nokia N72  ✔
6 

14  Nokia 2680s        ✔  7 
15  Nokia 6120c 

✔
7 

16  Nokia C1  ✔
7 

17  Alcatel OT‐606 

✔
8 
18  Samsung SGH‐E250    ✔  8     
19  Nokia 2710c 

✔
9 

20  Nokia 6300      ✔  9   
SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: hXp://www.opera.com/smw/20/04/ | DATE: APRIL 2011 
#SMSROCKS 

KEY OBSERVATIONS 
THE MOBILE WEB SITES THAT MOBILE 
THE MOST POPULAR HANDSETS 
OPERATORS SHOULD ALIGN WITH TO 
ACCORDING TO OPERA MINI 
DRIVE MOBILE DATA USAGE 

NEWS AND 
SEARCH  SOCIAL MEDIA 
UTILITY 

#SMSROCKS 

GENERAL TIPS TO KEEP  
IN MIND WHEN CONSIDERING  
AN SMS CAMPAIGN 

#SMSROCKS 

MOBILE STRATEGY 
• Not all products / services are created equally 
– Iden[ty  each  of  the  brands  and  product  lines  and  align  the  deployment  of 
mobile applica[ons to that par[cular market segment 

– Example: If the product line is for mass market consump[on, SMS applica[ons 
are the bearer of choice due to its availability to all subscribers. IF the product 
line  has  a  more  aﬄuent  /  high  end  clientele,  Mobile  Applica[ons  and  Mobi 
sites are the bearers of choice. 

• Simple entry mechanics are the key to success 
– Promote  very  simple  subscriber  engagement  in  all  mobile  marke[ng 
ini[a[ves.  The  simpler  the  user  engagement,  the  higher  the  service  up  take 
rate 

#SMSROCKS 

• Mobile is not a sprint but rather a marathon 
– Any mobile applica[on strategy is a long term engagement 

– Each applica[on engagement regardless of bearer type (SMS or WAP or MMS) 
needs to work together. 

– Building MOMENTUM is key to driving customer par[cipa[on 

• Who is your customer? 
– Part  of  all  mobile  applica[on  deployments  is  engagement  with  the  customer 
to gain insights into: WHO IS YOUR CUSTOMER! 

– Customer  Proﬁling  ac[vi[es  are  a  key  component  to  mobile  marke[ng 
because as we start to know WHO are subscribers are, we can target speciﬁc 
marke[ng ac[vi[es to those subscribers  
#SMSROCKS 

• Incenives and Promoions 
– A  key  driver  to  all  mobile  engagements  is  providing  incen[ves  to  the 
subscribers and customers for: 

• PURCHASING THE PRODUCT and 

• PARTICIPATING IN THE MOBILE APPLICATIONS   

– Instant  redemp[on  ac[vi[es  such  as  air[me  vouchers  or  discount  mobile 
coupons at the point of purchase are key to customer par[cipa[on. 

• Building your Community of Customers 
– Mobile community building ac[vi[es drive the mobile strategy forward.   

#SMSROCKS 

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