We had the incredible opportunity to have Tim Bishop from Prezence Digital come talk to us about building great mobisites at last week's Heavy Chef event in Joburg.

1. timprezence
Tim Bishop
tim@prezence.co.za

2. This presentation is luckily
brought to you without
Tim’s inane and ‘cocky’
ramblings over the top.
Therefore things may make
a lot more sense ;) Apologies for
some slide deletions. We also apologise to any brands that Tim may
upset during the course of this presentation but this is a precious new medium (and
user) that we must treat with respect. All relevant trademarks are acknowledged.

3. DIGITAL: We want to truly
LIBERATE our brands... BUT

4. Does everyone have the
tools to engage with us?

5. NO they don’t... BUT
If you mobilise,YES THEY DO
In the palm of their hands!

6. Not sure about mobile?
You can’t argue with facts

7. More cellphones in SA than
the entire SA population

8. South African household technology
* Source AMPS 2009 B

9. Apart from calls, how are
people using their phones?

10. South African Mobile Data Usage
Send / Receive Emails
Mobile Internet
Download / Listen to Music
Short Code SMS
MMS
Play Games
Video Recording
Take Photos
Please Call Me
SMS
0 5 10 15 20 25 30 35 40 45 50
* Source Nielsen AMPs data 2009

11. South African Mobile Data Usage
By the hour! *Source - TNSGlobal
Mobile has changed us from an access at work nation

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

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

14. Mobile Search - rapid growth in SA
60% of all Google Searches are done from a mobile
device during the weekend in South Africa!
120
Mobile Search Web Search
100
80 mobile 25% 60%
60 mobile
40
20 desktop desktop
0
Weekdays Weekend

15. So who are these mobile
web users in SA?

16. South African Mobile Web users LSM
LSM 10
LSM 9
LSM 8
LSM 6 Black mid 20’s,
LSM 7
Slight Male skew
LSM 6
LSM 5
LSM 4
LSM 1 -3
0% 5% 10% 15% 20% 25% 30%
* Source Admob July 2010

17. Mobile is the Power-house
of SA digital touch points

18. Touching the Masses – OPPORTUNITY!
WEBSITE MOBISITE
STER KINEKOR
Select Options
1 – View Movies
Sorry, had to kill these 2 – My Cinema
3 – Book Movie
images as sites release 4 – My profile
in the next month or --------------------
Reply
two.
Was for Heavy Chef live
presentation only.

19. What exactly is a ‘Mobi’
device anyway?

20. 6000+ of these....
A non-desktop device, that due
to its size and context of use,
needs to be treated differently

21. Mobi building is complex
It is not the same as web!

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

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

24. The first considerations
(especially in SA) Speed and cost

25. CONSIDERATIONS DATA COSTS
A Pay as You Go society in SA means 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

26. CONSIDERATIONS CONNECTION 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

27. Size, length and width
IS important!
Isn’t that right ladies?

28. No really.... with mobile
it IS very important!

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

30. One size does not fit all!
It is unusable on larger ones!
?
?
Blackberry 9000 - 480 pixels wide

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

32. 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

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

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

35. One very important thing
that is always overlooked

36. TOUCH The rules change yet again...
Fingers are not matchsticks
So leave room!

37. TOUCH What to give your users...
Menu space clickable areas large buttons more links

38. There are many challenges
when building for mobile

39. 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 systems
So many shit Jozi drivers in Cape Town
Touch or cursor inputs...
So much to deal with before we
even start considering the design!

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

41. 6000+ different devices =
6000 mobi sites HCA
Handset Content
Adaptation

42. Some real world examples
Who could do better?

43. Real world examples supersport.mobi
44kb
No images
8.6c
44kb
No images
8.6c
No device resizing (HCA)
No touch provision

44. Real world examples mweb.mobi
101kb
20c
101kb
20c
No device resizing (HCA)
Only for larger phones

45. Real world examples 24.mobi
25kb
4.9c
34kb
6.8c
Limited device resizing
No touch space

46. Real world examples m.iol.co.za
19kb
3.7c
24kb
Device resizing No images
4.7c
No touch space

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

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

49. Real world examples entertainmentafrica.mobi
19kb
With
images
3.7c
29kb
Device resizing With images
5.6c
Touch provision

50. So, to mobilise properly...
Let the tech do some work

51. Handset downscale and upscaling
Perfect rendering to all handsets
Touch aware and layout adaption HCA
Dynamic image resizing/optimising
Handles compatible file delivery

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

53. 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!

54. Deliver perfect experiences
...regardless of handset

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

56. Streaming Video – Now on mobile!
Sorry, had to remove this
image as is confidential
client work. For Heavy
Chef live presentation
only.
Compelling, Emotive and straight to the point...
A ‘moving’ picture paints 2000 words!

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

58. Consider your 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

59. CONTEXT is KING
(Content)
Consider where and why!

60. 21% males – 12% females
use their iPad on the loo!

61. ‘MOBILE’ also describes the user...
A MOBILE user’s circumstances and situation vary. Content
becomes less relevant if we ignore the CONTEXT of the viewer!

62. CONTEXT first: then relevant content
• Browsing one handed (coffee)
• In a queue and wants to jump it
• On the loo with time to kill
• Lost and needing fast directions
• Needs traffic / weather info
• Product research and comparison
• Want to engage with your brand
• WANT TO SOCIALISE AND CHAT!
CONSIDER WHERE AND WHY!

63. Mobile design approach...
...its a little cramped!

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

65. Hierarchy design computicket.mobi
MORE INFO
MAIN CATEGORY
LOGIN
OR REGISTER
ALL EVENTS
MAIN
ACTION
AREA
70% OF
BOOKINGS
W/WHERE/WHEN
W/W/WHEN
STORE FINDER
GEO MAPPING
HIGHLIGHTED
TERMS+CONS
DISPLAY/ACCEPT
MAIN EVENTS
ACTION LESS IMPORTANT
LESS IMPORTANT SEARCH ALL
AREA
EVENTS
EVENT DETAIL
BOOKING DETAIL
BUS/TRAVEL
HOME PAGE
CALL US
CLICK TO CALL

66. MOBILISE...
Do not MINIATURISE

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

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

69. 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
Each click shows a clear change on each page refresh No obvious change
and re-affirms user’s previous selection criteria. Cursor Nightmare!

70. Enhancing upwards...
unlock device capabilities
For the minorities (but future majorities)

71. 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
GPS integration for for enhanced handsets Custom mobi interfaces
mapping and geo-location

72. Easy mobi management...
Use a single cms platform

73. Sterkinekor.com/mobi
(Web, Mobile, Touch, Mobile Apps)
Sorry, had to kill
these images as
apps release in
Sorry, had to the next month or
kill these
images as apps
two.
release in the
next month or Was for Heavy
two.
Chef live
Was for Heavy presentation only.
Chef live
presentation
only.
Single content upload...
Multiple automated deployments

74. Computicket.com
Computicket.mobi
Computicket.mobi
record SA mobi transactions
in 1st day BETA test!

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

76. Standard Bank – Student Achiever
Look & feel by our good
Friends at Aqua Online

77. Seventeen.mobi
• Mobile can be beautiful!
• Fully integrated into Predator web
publishing CMS system
• Customised CMS modules to
expand mobi capabilities
• Phased approach to full
deployment
• User generated imagery
• Competition management
• UGC ENGINE

78. EWN.mobi
Eye Witness News
• Fully integrated into existing
CMS system
• Video management
• Content feed aggregation
• User generated feedback
• Premium content integration
• User comments engine
• Multimedia downloads
• SMS alert system

79. EMI.co.za
• Dual Web / Mobile deployment
• Fully integrated into customised
publishing CMS system
• Multimedia management
• Content feed aggregation
• Buy-Now outbound links
• Genre / label based search
• Category sorting and listing
• Competition management

80. SHOUT - Prezence CSR
Digital donated by
• 'We are indebted to the amazing men and women at Prezence Digital who
developed our web and mobi properties for no cost at all. What an act of
dedication and commitment to making South Africa a safer place for us all!' - Danny K.

81. EntertainmentAfrica.com
EntertainmentAfrica.mobi

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

83. Mobi should leave a great impression
When built properly, your mobi site
will be a perfect brand ambassador
Context, Content and
Brand are spot on..
For all phone users!

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

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

86. Less is more on mobile!!!!
What a load of BULLS&!T

87. Kulula does what? Do they not sell flights and also help
me manage the flights I have booked?
I can see how much I’ll miss my flight by?
And what flights I could book if online!
WEATHER? I’m mobile!
I can LOOK UP!

88. Mobile for mobile sake Utterly useless!
Check-in process – That looks promising! NO
Paperless Ticket – to my mobile perhaps? NO
Change my booking – I’m late, that’s great! NO
‘Dear user, If you weren’t silly enough to be accessing
us via mobile, you could do all these useful things!
Get yourself a proper computer and then you can!
‘Click to call’
WHY? To find
PLEASE! out when you do
Great! So what’s I cant write it the mobisite well?
their number or down & then call..
URL? I am mobile!

89. Mobile is powerful – use it!
Give users the choice!

90. Facebook mobile... Kulula style!!!
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
CALL CALL CENTRE
CALL CALL CENTRE
Less is more on mobile...? NOT TRUE!

91. Make your life easier!
Great things are out there

92. Mobile Social Media in a box: Motribe
“When you can’t always speak to your brand fans...
Let them speak to each other!”

93. YOUTUBE Channel Integration
YouTube has useful mobile video integration tools...
Better still – They are Free!

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

95. Location based brands – network + hardware
Mobile experience can add more
relevance by using location as hooks.
Find and interact with
Augmented reality friends while skiing!
location SM apps

96. Spreading your message...
not just ‘LIKE’ing it!

97. Beyond the ‘Like‘ function on Mobile!
Facebook Connect can now be thoroughly
integrated onto all S40 and limited
capability type devices for SM in Africa.
‘Profile' use their social profile to greet, be
relevant and ‘tap up their friends’.
Sharing (post to wall with link / event / image
or pre-determined updates (such as purchase)
from a drop-down bar.
'Like' button is possible to implement on even
the most limited of devices if you know what you
are doing!

98. Using enticing content...
to keep them coming back!

99. EntertainmentAfrica white-label Mobi content
Brands shown are for demonstration only

100. Application or Mobi?
In Africa – spend carefully!

101. 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

102. App v Mobi - We are not the US!
Don’t believe the hype... South Africa is very different!
Less important

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

104. HANDSET PENETRATION - South Africa
45.0%
39.8%
40.0%
35.0%
29.9%
30.0%
25.0%
20.0%
Samsung 29.9%
15.0%
Nokia 39.8%
10.0%
7.7%
5.9%
4.6%
Smartfone = 8%
5.0% (will grow eventually)
3.0%
2.0%
0.9% 0.8% 0.4%
0.0%
Nokia Samsung SonyEricsson LG RIM Motorola Apple HTC Openwave MAUI
* Source Admob July 2010

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

106. 20 Million Nokia handsets in SA....
100+ Devices

107. NOKIA Ovi – EntertainmentAfrica.com
250,000 downloads – March 2011

108. APPs for all platforms Nokia Ovi
For max penetration: In this order.... Blackberry
(depending on target market)
Android
iPhone
Sorry, had to kill these
images as apps are in
iPad
development and Windows Mobile
(will become more important)
release in the next few
months.
Was for Heavy Chef
live presentation only.

109. The most vital element...
Knowing (profiling) your user!

110. If you know what makes them tick...
MSISDN + PROFILING
You can personalise
USSD and be RELEVANT
XXXXX MOBi:
Hi Subusiso
Select Options Hi Subusiso
SMS
1 – Register The latest XXX
2 – News Alerts newsletter is
3 – Competitions
Out! Click HERE
4 – Refer Friend
-------------------- or reply and
Reply you could win a
R500 voucher

111. Your mobi must be a great
user and brand experience
and perform beautifully
regardless of the device

112. You must focus on ‘context’
before considering content
Be relevant and give users
a reason to come back

113. Dont cut back on usefulness
(kulula ;) give people the choice
Mobile is THE channel for
24/7 engagement in SA

114. MOBILISE properly!
Making things smaller is
just not enough!

115. So don’t F*%k it up
for the rest of us ;)

116. timprezence
Tim Bishop
tim@prezence.co.za