Marketing and Mobile (incl. Apps)
Raymond Buckle
CEO SilverstoneCIS | Chair Emeritus, Mobile Marketing Association South Africa
Microsoft Marketing Academy, 2013/08/14
@HelloMobile
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 1

Awards:
2012: Assegai Leader Award : Relationship Marketing - CRM & Loyalty
2012: Assegai Leader Award : Alternative Media Activation
2010: Global Award: Best use of Mobile in Mixed Media : MMA Global
2010: EMEA Award: Best use of Mobile in Mixed Media : MMA Global
2010: Bronze Assegai - Innovation, DMA SA Assegai Awards
2009: International Echo Awards Top 5 Finalist - Business and Consumer.
2008: Nkosi Grand Prix and 2 x Gold Assegai Awards from the DMA SA
2005: Loerie for Interactive Online Software Development Project
Select clients, campaigns
and ventures…
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 2
Hybrid – hard to put a label on
us…
• Established 1996
• Internet since 1997
• Formal Internet SaaS
Platform approach since
2003
• Mobile since 2005
• Marketing on mobile at scale
since 2007
• Africa since 2010
Core infrastructure and
platform technologies are built
and run on Microsoft
including:
• Windows Server
• Internet Information Services
• SQL Server
• .NET Framework
• Visual Studio
• Office365 (dev/service/ops)
• Exploring cloud on
SMS QR NFC USSD Mobi
& apps
Email Responsive
Redirect
Social KioskPC & Internet MIS / CMS /
Analytics
Event driven
Integration,
Rules &
Flow
silverstone CIS
marketing…
advertising…
communications…
social…
digital…
mobile…
commerce…
CRM…
Delivering cross-platform content, community and audience
interaction services on our own proprietary platform – OpenWRX
capable of integrating multi-channel always on and campaign
based audience engagement applications at scale.
Core
business:

The business case for
mobile in Africa
Marketers and brands should care because…
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 3

Mobile
Marketing
You should care because:
1. Africa is a mobile first
society
2. Mobile is the fastest
growing mass media
channel around
3. Its’ not the phone that’s
mobile – it’s the audience
4. Mobile makes your media
budgets work harder
5. Its interactive and allows
response at point of
impulse
6. Mobile adds value at every
stage of the path to
purchase
Traditional ATL BTL
Direct / CRM
Digital
Social
“Nothing gets you closer to your consumers
than mobile. Nothing”
• Service
• Loyalty / Rewards
• Social /
Community
• Apps
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile Advertising
• Direct Response
• Permission
Marketing
• Mobile Internet
• Apps & Games
• Branded Utilities
• Community
Awareness Acquisition
RetentionGrowth
Mobile’s role in the path to purchase…
Mobile is at the heart of
the marketing mix…
DeliversMobile
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 4
Mobile

Sub-
Saharan
Africa
 Over the past decade, sub-Saharan Africa (SSA), a region
formed by 47 diverse countries with a combined population of
over 850 million, has experienced significant economic growth.
 While SSA has only 8% of worldwide mobile connections, it has
seen the highest rate of growth worldwide.
 Since 2000, the number of connections in SSA has grown by
44% (and in Africa as a whole by 43%), compared to an
average of 34% for developing regions and 10% for developed
regions.
 The region includes seven of the 10 fastest growing economies
in the world according to the IMF.
• 854 million people. 2nd
Largest region in the
world
• 44% YOY Growth and
largest potential for
mobile growth worldwide
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 5

Mobile
compared to
SA Mass
Media
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 6
• 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)
According to AMPS2012AB… based on ~35m adult population in South Africa
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
Inflection:
In 2009 Mobile became
the most pervasive mass
media in South Africa

Mobile
compared to
SA Mass
Media
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 7
• 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)
According to AMPS2012AB… based on ~35m adult population in South Africa
TV Radio Cinema Pay TV OOH
News
paper
Magazine Cellphone
SMS
/USSD
only
Mobi data Internet
Fixed
internet
Total
LSM 1-10
83 82 8 28 64 49 47 85 42 43 49 16
LSM 1 9 63 0 0 14 6 9 35 31 3 5 0
LSM 2 29 70 0 0 25 23 17 69 54 15 18 0
LSM 3 58 74 0 0 40 23 24 74 56 17 24 0
LSM 4 79 82 0 2 48 31 25 79 56 23 31 1
LSM 5 89 85 1 8 60 41 34 83 53 31 38 3
LSM 6 92 82 5 22 71 54 48 86 46 41 47 8
LSM 7 92 81 11 44 75 62 61 91 36 56 62 19
LSM 8 92 85 16 54 75 67 67 92 31 62 69 29
LSM 9 90 85 22 68 78 67 76 94 22 72 79 47
LSM 10 89 85 39 81 83 70 81 96 13 84 92 76
ice cold cold medium warm hot very hot

Defining
Characteristics
of mobile in
Africa…
Core demographic for key mobile use cases (according to AMPS2012AB)
Pervasive.
Multiple options to
engage.
Fragmentation in
devices, platforms
and
use-behaviour,
capabilities and
standards
Receive
please call me
SMS
Send
please call me
Photos
Mobi data
Radio
Games
Take video
Total
Soc
net
MMS
Music
Chat
Internet
Facebook
Competition/ Vote
Email
Download
content
Other
Social
network
Watch video
Apps
Twitter
Subscribe
Publication
R 5,000
R 10,000
R 15,000
R 20,000
25.0 27.5 30.0 32.5 35.0
AverageHouseholdIncome
Average Age
22,114
5,054
22,092
26,230
345
9,660
8,720
14,219
8,170
13,830
7,595
7,473
3,773
6,999
2,169
4,053
7,436
7,586
3,971
972
2,835
1,245
2,976
SMS
Competition/…
Tx Please call me
Rx Please call me
TV
Radio
Play Games
Take photos
Take video
Mobi activities
MMS
Chat
Social Net working
Facebook
Twitter
Email
Internet
Music
Download…
Read publication
Mobile apps
Subscribe/ content
Watch video
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 8

Defining
Characteristics
of mobile in
Africa…
Penetration by LSM. Note the capability/use gap
• Pervasive.
• Multiple options to
engage.
• Fragmentation in
devices, platforms
and use-
behaviour,
capabilities and
standards
85
35
69
74
79
83
86
91 92 94 96
27
22
39
46
61
76
40
3
15 16
22
29
38
53
58
67
77
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
%Penetration
Cellphone ownership Mobile internet Mobi data excludes inet
45% of the market has a
Data / Knowledge / Use /
Capability gap
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 9

Comparing
PC to
Mobile
Internet
 Core demographic for key internet activities (according to
AMPS2012AB). 4m users exclusive to mobile.
Audience base sizes:
 Either/Both platforms –
9.5m
 Via computer – 5.5m
 Via cellphone – 8.5m
 Exclusive to PC 1m
 Exclusive to mobile 4m
93
70
70
69
68
48
47
29
27
21
88
82
24
23
39
19
23
30
15
24
81
52
73
72
69
47
46
19
25
12
Search
E-mail
Instant Messaging
Chat
Social Networking
Music Downloads
Games
Banking
Apps
News
% of 9.5m Internet Users
19
19
18
11
10
10
9
4
3
2
23
5
19
21
8
11
3
7
4
3
2
21
19
15
10
9
6
10
7
2
2
2
18
Listen Radio
Directory
Read publication
Watch Videos
Shopping
Dating
Download a
podcast
Share Trading
Watch TV
Gambling
Other
Any platform
Via computer
Via cellphone
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 10

Not to
belabour
the point,
but…
Interactive profile of Muller Cluster Model V. Distribution of access channels
Lower income =
SMS, Voice, USSD
Mid – add mobile
internet, some apps ,
social and some
web.
High – add
smartphone &
mobile web apps,
internet & rich media
12
30 29
27
3
15
38
29
17
1
4
19
29
42
6
0
4
17
64
15
R 2,245
R 3,869
R 7,406
R 18,568
R 34,651
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
0
10
20
30
40
50
60
70
Traditional marketTransitional Middle ClassUpper Middle Class Elite
PercentagePenetration
Market SMS USSD Mobi data Fixed inet Income The graph reads:
12% of the market (SA population)
belongs to the Traditional market –
or 4.2m out of the market sized
34.9m people falls into the
traditional market
15% of people who use
SMS/USSD only fall into the
Traditional market or 2.2m out of
market sized 14.8m fall into the
Traditional market
Out of the SMS USSD Market
(14.8m people) – 15% fall into
Traditional market, 38% belong to
Transitional, 29% belong to Middle
Class etc – this is how the
SMS/USSD only market is
comprised
38% of SMS USSD market belong
to Transitional, the norm proportion
for Transitional market is 30%,
therefore the tendency for SMS
USSD to belong to Transitional is
above average (by 8%)
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 11

The premier global non-profit trade association for mobile
The Mobile Marketing Association
Leadership
• Code of Conduct
• Standards & Guidelines
• Training & Education
Promotion
• Awards
• Events
• Networking
Access
• Case Studies
• Best Practices
• Research and Insights
14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 12

MMA SA Members Q3 2013
14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 13
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.
Our members, active in South
Africa span global, regional,
African and South African players.
They represent all aspects of the
mobile value chain including:
 Operators
 Platform Service Providers
 Media/Creative and Digital
Agencies
 Media and Ad Networks
 Publishers and Broadcasters
 Research companies
 Brands and marketers in all
segments of the economy.

SA: 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
14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 14

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
14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 15
Real value!
For $1000 per year…
www.mmasa.org
SMS MMA to
34747

Case Study:
Mxit VIP Community
an amazing case study of the Rapid Activation and Engagement at Scale Offered
my Mobile
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 16

>1m opted-in 100% profiled
mobile contactable users in
30 days from launch
Mxit VIP
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 17
A loyalty and rewards app
delivered within the Mxit
application environment,
and developed through
integration with the Mxit api
stack.

Media Framework
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 18
RoMI =
Audience (Reached + Engaged + Profiled) + Action (Engagements + Enquiries + Forwards) + Sales (# Trans X Value)
Paid Media (Campaigns) Earned MediaOwned Media
Organic
Search
+
Social
PR
Word of Mouth
Traditional
Above the Line
• TV
• Radio
• Print
• Outdoor
• Other…
Digital Media
• Mobile
• Online
• Social
• Search
• Other…
Below the Line
• Promotion
• Events
• Direct
• Other…
Earned Traffic
Mobile
Online
Apps
Apps
Other (i.e. In-store, Statements, Etc…)
Sustain
Paid
Traffic
Seed with Campaigns Leverage with ALWAYS ON

User Journey Framework CRM Mind Set
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 19
BRAND
AUDIENCE
Awareness Engagement Conversion
Acquisition
Retention and Growth
Service
Cross /
Up-sell
Advocacy
o

User Journey Framework Community Engagement
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 20
Reply…
Conversation
Paid Owned Earned
Acquire
Retain
Grow
Service
Transact
Community
Seed
SustainMaintain & Manage
One
Message
Bulk Communication Segmented Communication
Message
Message
Message
Triggered Communication
Relevant
Message
Brand
Community
Triggered
Response…
Request /
Comment
2 3
Influence
e
4

Activation and Engagement Journey
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 21
Mxit Ecosystems
Trade posts
Engage & ConvertReply - Click
Splash
Screens

2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 22
Context – DMMA Effective Measure Top 10 Sites
Rank Name Publisher Name UBs Daily Avg UBs Visits Freq. PVs Mobile
1 news24.com 24.com 2,455,060 218,078 12,888,796 5.25 40,237,057 7%
2 howzit.msn.com Kagiso MSN 1,716,418 172,766 9,923,239 5.78 28,893,105 0%
3 iol.co.za Independent Online 1,461,164 102,982 4,895,250 3.35 17,300,703 15%
4 za.yahoo.com Yahoo! 1,423,602 129,355 6,867,681 4.82 17,072,503 0%
5 Vodafone live portal Vodacom (Pty) Ltd 1,346,419 48,580 16,285,284 12.1 23,814,605 100%
6 m.news24.com 24.com 1,116,375 93,032 5,717,337 5.12 25,476,931 98%
7 channel24.co.za 24.com 1,040,816 70,810 2,851,602 2.74 7,114,068 42%
8 dstv.com DStv Online 880,187 42,571 1,739,490 1.98 9,072,896 34%
9 sport24.co.za 24.com 779,852 62,451 3,060,608 3.92 9,306,456 53%
10 pnet.co.za PNet 758,281 49,041 3,094,624 4.08 23,591,090 24%
0%
20%
40%
60%
80%
100%
120%
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
news24.com howzit.msn.com iol.co.za za.yahoo.com Vodafone live portal m.news24.com channel24.co.za dstv.com sport24.co.za pnet.co.za
DMMA Effective Measure Top 10
UBs Daily Avg UBs Visits Freq. PVs Mobile

2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 23
Media and Activation
1,399
659550
16,067
101,395
88,137
94,474
60,315
66,158
63,202
76,902
51,876
148,303142,961
61,903
26,597
27,030
28,194
23,132
182
114,010
26,962
17,564
78,878
40,019
67,865
80,944
77,491
64,424
72,425
68,005
59,842
62,489
77,852
9,474
14,697
14,456
14,413
13,027
14,205
12,429
9,244
13,105
13,870
13,984
12,974
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000 2013/05/20
2013/05/21
2013/05/22
2013/05/23
2013/05/24
2013/05/25
2013/05/26
2013/05/27
2013/05/28
2013/05/29
2013/05/30
2013/05/31
2013/06/01
2013/06/02
2013/06/03
2013/06/04
2013/06/05
2013/06/06
2013/06/07
2013/06/08
2013/06/09
2013/06/10
2013/06/11
2013/06/12
2013/06/13
2013/06/14
2013/06/15
2013/06/16
2013/06/17
2013/06/18
2013/06/19
2013/06/20
2013/06/21
2013/06/22
2013/06/23
Mobile - Exposure Tradepost - Exposure Mobile - Click Tradepost - Click
Media Type
Mobile Tradepost Total Exposure Total Click
Date Exposure Click Exposure Click
2013/05/20 625,385 1,399 625,385 1,399
2013/05/21 205,032 659 205,032 659
2013/05/22 200,942 550 200,942 550
2013/05/23 767,320 16,067 767,320 16,067
2013/05/24 3,764,433 101,395 1,354,934 9,474 5,119,367 110,869
2013/05/25 3,076,835 88,137 3,076,835 88,137
2013/05/26 3,496,644 94,474 3,496,644 94,474
2013/05/27 2,070,958 60,315 2,070,958 60,315
2013/05/28 2,408,401 66,158 2,408,401 66,158
2013/05/29 2,178,712 63,202 2,178,712 63,202
2013/05/30 2,842,754 76,902 2,842,754 76,902
2013/05/31 1,759,392 51,876 2,050,315 14,697 3,809,707 66,573
2013/06/01 6,179,945 148,303 6,179,945 148,303
2013/06/02 6,213,930 142,961 6,213,930 142,961
2013/06/03 2,186,127 61,903 1,984,514 14,456 4,170,641 76,359
2013/06/04 1,114,110 26,597 1,114,110 26,597
2013/06/05 1,086,954 27,030 2,022,460 14,413 3,109,414 41,443
2013/06/06 1,152,565 28,194 1,152,565 28,194
2013/06/07 888,756 23,132 1,781,786 13,027 2,670,542 36,159
2013/06/08 - 182 - 182
2013/06/09 1,952,444 14,205 1,952,444 14,205
2013/06/10 3,885,582 114,010 3,885,582 114,010
2013/06/11 722,335 26,962 722,335 26,962
2013/06/12 539,492 17,564 539,492 17,564
2013/06/13 2,642,585 78,878 1,773,563 12,429 4,416,148 91,307
2013/06/14 756,325 40,019 756,325 40,019
2013/06/15 2,300,180 67,865 2,300,180 67,865
2013/06/16 2,491,334 80,944 1,300,846 9,244 3,792,180 90,188
2013/06/17 2,412,705 77,491 1,867,937 13,105 4,280,642 90,596
2013/06/18 2,156,579 64,424 2,156,579 64,424
2013/06/19 2,259,365 72,425 2,259,365 72,425
2013/06/20 2,153,953 68,005 2,008,880 13,870 4,162,833 81,875
2013/06/21 1,936,755 59,842 2,014,501 13,984 3,951,256 73,826
2013/06/22 1,844,965 62,489 1,844,965 62,489
2013/06/23 2,222,396 77,852 1,889,173 12,974 4,111,569 90,826
Grand Total 70,543,746 1,988,206 22,001,353 155,878 92,545,099 2,144,084
92m impressions
2.1m clicks
2% CTR

 92m impressions delivered
 2.1m clicks (>2% real CTR)
 2.9m unique daily visitors
 5.24 Page views per visitor
 1m opt-ins
 2m returning visits
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 24
Mxit VIP Performance DateTX
Exposure
Clicks
Uniques
Sessions
Views
Cumulative
Optins
Optins
Returning
2013/05/20 625,385 1,399 3,555 3,591 12,747 3,230 3,230 325
2013/05/21 205,032 659 2,758 2,792 9,992 5,320 2,090 668
2013/05/22 200,942 550 2,435 2,450 8,409 7,139 1,819 616
2013/05/23 767,320 16,067 20,036 20,236 45,495 23,253 16,114 3,922
2013/05/24 5,119,367 110,869 105,071 111,701 185,857 101,313 78,060 27,011
2013/05/25 3,076,835 88,137 99,423 100,405 170,107 153,326 52,013 47,410
2013/05/26 3,496,644 94,474 103,378 104,692 173,524 197,681 44,355 59,023
2013/05/27 2,070,958 60,315 71,461 72,138 120,867 222,208 24,527 46,934
2013/05/28 2,408,401 66,158 70,272 72,364 114,097 245,344 23,136 47,136
2013/05/29 2,178,712 63,202 71,874 72,569 115,485 267,018 21,674 50,200
2013/05/30 2,842,754 76,902 76,367 77,488 132,358 288,759 21,741 54,626
2013/05/31 3,809,707 66,573 92,389 95,162 196,045 335,809 47,050 45,339
2013/06/01 6,179,945 148,303 147,682 149,624 238,176 394,858 59,049 88,633
2013/06/02 6,213,930 142,961 151,741 155,671 241,672 441,206 46,348 105,393
2013/06/03 4,170,641 76,359 107,586 117,078 194,520 497,392 56,186 51,400
2013/06/04 1,114,110 26,597 48,799 49,577 90,240 507,890 10,498 38,301
2013/06/05 3,109,414 41,443 102,748 110,909 207,662 564,817 56,927 45,821
2013/06/06 1,152,565 28,194 43,415 44,125 80,995 573,960 9,143 34,272
2013/06/07 2,670,542 36,159 84,841 88,242 185,385 618,996 45,036 39,805
2013/06/08 - 182 13,423 13,999 39,405 620,129 1,133 12,290
2013/06/09 1,952,444 14,205 63,437 66,244 152,623 659,790 39,661 23,776
2013/06/10 3,885,582 114,010 116,154 121,107 209,264 691,082 31,292 84,862
2013/06/11 722,335 26,962 81,212 83,996 175,521 725,483 34,401 46,811
2013/06/12 539,492 17,564 32,208 32,979 71,411 730,882 5,399 26,809
2013/06/13 4,416,148 91,307 118,284 121,245 238,289 767,614 36,732 81,552
2013/06/14 756,325 40,019 75,729 79,526 140,113 778,190 10,576 65,153
2013/06/15 2,300,180 67,865 91,508 93,416 151,805 795,539 17,349 74,159
2013/06/16 3,792,180 90,188 111,749 114,951 208,637 825,414 29,875 81,874
2013/06/17 4,280,642 90,596 120,960 124,900 230,092 865,177 39,763 81,197
2013/06/18 2,156,579 64,424 65,768 67,592 113,672 877,642 12,465 53,303
2013/06/19 2,259,365 72,425 90,820 92,558 161,051 893,983 16,341 74,479
2013/06/20 4,162,833 81,875 85,368 95,340 152,153 916,706 22,723 62,645
2013/06/21 3,951,256 73,826 85,458 86,609 139,752 938,421 21,715 63,743
2013/06/22 1,844,965 62,489 75,952 76,338 110,582 952,212 13,791 62,161
2013/06/23 4,111,569 90,826 105,676 106,949 165,275 975,256 23,044 82,632
2013/06/24 - - 88,541 89,199 130,471 988,184 12,928 75,613
2013/06/25 - - 85,341 85,920 126,828 1,000,928 12,744 72,597
2013/06/26 - - 1,767 1,786 3,519 1,001,281 353 1,414
35 92,545,099 2,144,084 2,915,186 3,005,468 5,244,096 26,350 1,001,281 1,913,905
EngagementActivation Conversion
1m opt-ins <30 Days
No other medium or platform
can deliver this kind of audience
and engagement in a period of
30 days in South Africa.

Hourly v Daily Unique Users served (2.3m hourly uniques to date)
Peak 151k on the 2nd and 29k between 6-7pm on the 5th
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 25
Unique
Hour Of Day 2013/06/01 2013/06/02 2013/06/03 2013/06/04 2013/06/05 2013/06/06 2013/06/07 2013/06/08 2013/06/09 2013/06/10 2013/06/11 2013/06/12 2013/06/13 2013/06/14 2013/06/15 2013/06/16 2013/06/17 2013/06/18 2013/06/19 Grand Total
00 751 1,612 762 308 162 276 128 242 176 321 246 147 735 327 869 3,170 343 218 332 15,049
01 677 552 340 139 65 284 67 113 95 149 116 75 310 171 345 1,238 207 103 137 6,933
02 704 853 256 93 42 239 55 98 55 82 102 75 214 143 198 799 146 65 111 5,903
03 533 636 249 86 47 231 48 81 55 87 83 51 255 141 147 586 181 75 101 5,061
04 615 567 378 126 80 284 59 76 43 150 132 86 344 217 196 660 125 114 162 6,277
05 686 921 1,388 87 172 971 152 115 80 340 353 225 962 732 404 1,155 210 263 723 15,331
06 2,867 2,353 3,219 726 2,004 2,416 831 275 175 613 2,562 525 4,316 2,293 1,186 3,055 962 580 2,039 45,396
07 6,887 5,185 3,568 782 4,124 4,747 3,170 523 335 687 4,966 2,610 6,473 3,067 2,335 6,810 2,734 2,345 3,355 82,115
08 8,185 7,078 3,624 771 4,053 5,144 3,754 492 386 575 3,374 3,945 3,744 2,937 2,782 7,605 4,195 3,325 2,947 85,802
09 8,068 7,428 4,066 1,267 3,727 3,568 3,866 463 402 1,526 1,782 3,501 2,231 2,701 3,966 6,350 4,597 3,723 85,078
10 8,310 7,793 4,058 4,350 3,935 2,371 15,590 413 16,733 3,744 8,473 2,244 5,882 3,193 4,014 4,314 15,800 3,002 133,644
11 7,859 8,185 4,433 5,258 2,926 1,892 10,252 500 9,739 4,824 7,059 1,653 5,958 3,833 4,294 4,604 11,275 4,150 122,639
12 8,199 8,935 4,323 7,232 3,023 2,844 9,289 2,195 8,571 6,961 7,495 2,781 7,458 5,693 6,200 6,599 10,284 4,868 150,935
13 7,912 9,114 5,541 5,952 3,490 3,456 8,666 1,615 6,482 8,046 7,555 2,567 7,833 6,231 6,336 7,070 9,749 5,877 158,863
14 7,931 10,397 240 3,937 2,555 2,783 7,857 844 5,330 8,866 7,298 1,939 7,578 4,636 5,676 6,591 9,089 5,827 144,316
15 7,699 10,729 646 3,212 2,192 1,965 6,342 751 4,202 9,865 6,573 1,480 7,193 4,212 5,498 6,384 8,659 7,110 145,718
16 7,720 10,021 4,632 2,414 1,690 1,543 4,818 731 3,736 10,890 5,496 1,203 7,022 3,998 5,653 6,315 9,205 2,784 139,931
17 8,729 10,301 5,636 2,338 1,513 1,377 4,629 688 3,389 12,975 5,304 1,298 7,853 4,500 6,306 7,567 11,048 7,918 159,084
18 10,295 12,361 10,630 2,460 28,667 1,659 1,604 712 836 16,272 2,980 1,387 8,243 5,261 7,568 10,066 9,180 4,764 201,153
19 11,220 11,782 16,531 2,143 15,014 1,524 1,322 734 707 14,034 2,121 1,229 8,919 5,585 8,478 10,075 5,166 3,088 182,831
20 10,812 5,065 12,758 1,878 9,984 1,409 738 718 655 7,586 2,837 1,163 9,549 5,356 8,615 5,398 3,649 2,276 149,515
21 9,707 10,005 10,805 1,743 7,876 1,241 512 158 622 4,603 2,795 1,062 9,218 5,121 6,659 2,906 2,280 1,884 139,775
22 7,141 6,961 6,962 1,038 3,969 798 690 543 419 2,222 1,086 664 4,792 3,432 2,599 1,657 1,362 974 86,231
23 4,175 2,907 2,541 459 1,438 393 402 343 214 736 424 298 1,202 1,949 1,184 775 514 435 38,590
Grand Total 147,682 151,741 107,586 48,799 102,748 43,415 84,841 13,423 63,437 116,154 81,212 32,208 118,284 75,729 91,508 111,749 120,960 65,768 9,907 2,306,170
0
50000
100000
150000
200000
250000
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2.3m hourly uniques
2.3m hourly uniques to date
Peak 151k on the 2nd June and
29k between 6-7pm on the 5th
June

 For each user we know at minimum:
 MxIT UserID (can target directly)
 Age
 Gender
 Location (city)
 Device
 Frequency of visit
 Propensity to click
 Propensity to engage
2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 26
User Segments based on Frequency of Visit
Segment Frequency Sum of Users Sum of Sessions Sum of Views Views Per User Visit Freq Traffic Users
Bounced 01 367,077 367,077 367,077 1 1 7% 37%
Curious 02 173,144 278,531 346,288 2 2 7% 17%
Interested 03 101,189 219,485 303,567 3 2 6% 10%
Hooked 04-09 229,061 803,774 1,317,912 6 4 25% 23%
Committed 10-19 83,216 623,372 1,108,731 13 7 21% 8%
Vested 20-49 36,937 537,922 1,048,627 28 15 20% 4%
Advocates 50-99 4,981 97,468 327,356 66 20 6% 0%
Believers 99+ 2,283 79,903 473,544 207 35 9% 0%
Grand Total 997,888 3,007,532 5,293,102 5
367,077
173,144
101,189
229,061
83,216
36,937
4,981
2,283
367,077
278,531
219,485
803,774
623,372
537,922
97,468
79,903
367,077
346,288
303,567
1,317,912
1,108,731
1,048,627
327,356
473,544
1 2 3 6
13
28
66
207
-
50
100
150
200
250
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
01 02 03 04-09 10-19 20-49 50-99 99+
USERSV.SESSIONS
SESSION COUNT
Sum of Users Sum of Sessions Sum of Views Views Per User

2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 27
The bomb – “new” DMMA Effective Measure Top 10 Sites
Rank Name Publisher Name UBs Daily Avg UBs Visits Freq. PVs Mobile
1 news24.com 24.com 2,455,060 218,078 12,888,796 5.25 40,237,057 7%
2 howzit.msn.com Kagiso MSN 1,716,418 172,766 9,923,239 5.78 28,893,105 0%
3 iol.co.za Independent Online 1,461,164 102,982 4,895,250 3.35 17,300,703 15%
4 za.yahoo.com Yahoo! 1,423,602 129,355 6,867,681 4.82 17,072,503 0%
5 Vodafone live portal Vodacom (Pty) Ltd 1,346,419 48,580 16,285,284 12.1 23,814,605 100%
6 m.news24.com 24.com 1,116,375 93,032 5,717,337 5.12 25,476,931 98%
7 channel24.co.za 24.com 1,040,816 70,810 2,851,602 2.74 7,114,068 42%
8 Mxit VIP Mxit/Silverstone 1,001,000 85,750 3,005,468 3.00 5,244,000 100%
9 dstv.com DStv Online 880,187 42,571 1,739,490 1.98 9,072,896 34%
10 sport24.co.za 24.com 779,852 62,451 3,060,608 3.92 9,306,456 53%
0%
20%
40%
60%
80%
100%
120%
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
news24.com howzit.msn.com iol.co.za za.yahoo.com Vodafone live portal m.news24.com channel24.co.za Mxit VIP dstv.com sport24.co.za
DMMA Effective Measure Top 10
UBs Daily Avg UBs Visits Freq. PVs Mobile
1m opted in 100%
profiled mobile
contactable users

Nokia Mobile and CRM
Platform: South East Africa
Campaign seeds – Always On retains and grows value.
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 28

Nokia CRM
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 29
Any Device,
Any Channel,
Any Time!

Traditional Media Engagement relies on Call to Action
And intrinsic to C2A is the promise of a value exchange
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 30
Call to ActionTraditional
Media
Call to Action
More information
Subscribe
Lucky Draw Competitions
Discount Vouchers / Coupons
Exclusive Promotions
Promotional Giveaways
Free Content
Free Downloads & Games
Celebrity Engagement
Free SMS
Free MMS & Email Cards
Loyalty Points (Earn & Redeem)
Social Networking Interaction
Value Added Services
Content Contribution
Review & Rate
Like and Share
Instruction may include:
1.SMS
2.Dial USSD
3.Call
4.Tweet @ or #
5.Go to Mobi
6.Go to Web
7.Go to Facebook
8.Snap QR Code
9.Email

Seamless Social Integration Leveraging Facebook And Driving Likes
13,000 opt-ins, 5000 mobile likes on Facebook
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 31
SMS
Raymond, if u liked
Nokia SA on
Facebook click
http://lnq.in/NOKOLf
bl/aaa to complete
the KOL VIP entry.
Ur Password is
12345
Radio and Activation
SMS KOL to 41801
Paid/Owned Banners,
Social and Mailers…
Direct click to tracked URL
http://lnq.in/KOL_c1..n
Reply SMS:
You’re on your way to Rocking
out with Nokia and the Kings of
Leon. Complete your entry-
click on http://lnq.in/KOL or
dial *120*9473*565# Rules
apply.
Traditional
Media
SMS Engage & ConvertReply - Click

Same Campaign : SMS and USSD works on any phone
User Journey and content re-formatted for 140 character interactive text screens
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 32

Social on Mobile is huge
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 33
A real life scavenger hunt where clues related to physical prize locations were
gradually revealed on a time schedule on the mobi with participants racing to
claim prizes by arriving at locations first.
Resultshttp://lumia.nokia.co.za Idea
A complex array of functional and activation activities
and mechanics were coordinated and deployed in a
single day on 29 Feb 2012 in SA
Almost 5,000 concurrent users at one time checking
out clues and engaging with the mobile platform – more
than 8000 registrations and 160,000 content
engagements for the week.
On the ground traffic jammed up in multiple locations!
Call to
Action
User sends SMS
to Short code
Receives Reply
Message with
Link to Mobi
and secret code
Gets SMS to present to
Promoter at Mystery
location
Engage &
Convertemail
Click –
Detect -
Route
Rewards
SMS

Totally integrated 360 campaign –10 agencies and brand team in harmony
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 34
Evolve from Campaign Platform to Always-
On Context
The Nokia Lumia mobile and CRM platform
was initiated in the context of the 800 launch
campaign, but as additional Lumia family
members were added and promos change
fluidly, the content strategy required
restructuring.
The Lumia family product profiles now have a
standardised format. All Windows features
are housed in a standalone section enabling
easy inclusion of Windows 8 coming soon.
Accessories, Marketplace Apps, Windows Live
Demo and the Store-finder is now in its own
sections independent of product profiles.
Promotional engagement campaigns are
hosted in a standalone section, but cross
promoted across the entire portal.
A Lumia phone owners section has been
launched, where CRM rewards, product
education and peer-to-peer engagement will
be supported.
Idea
http://lumia.nokia.co.za
Engage &
Convert
email
Click –
Detect -
Route
SMS
Traditional
Media
m
Online
media

Join, Earn, Win>>>
Let’s QWERTY
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 35
Gamification and
Rewarding
engagement in
Campaign
Tiers Interests Moderator
#Sessions >300,000
#Views >1,200,000
#Registrations >20,000
7% Registration Rate
Average pages 4.3 visited
#Points earned >580,000
How To
My Dashboard
Winners
Share, Tweet, Like
Challenges

From Campaign
Participant to
Asha Owner
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 36
Rewarding Asha
Owners with
Content, Free
Games and Points
Earning
36
Campaign
Activation

14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 37

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 38
As the Mobile call to
action and response
was wired in from the
start…
To extend the
conversation through
mobile
Engage and convert
consumers in the path
to purchase
ATL
SMS
Social
Device
Detect &
Redirect
URL
QR
Codes

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 39
User identity is key
Hard sell and
brochure ware is not
as effective as real
audience
engagement
SMS
Social
Device
Detect &
Redirect
URL
QR
Codes

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 40
Post campaign
actions, and HQE
(High Quality
Engagements) can
drive purchase
SMS
Social
Device
Detect &
Redirect
URL
QR
Codes

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 41
Extended
conversation to
media partner mobi
sites
SMS
Social
Device
Detect &
Redirect
URL
QR
Codes

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 42
The app extends to
connected touch
screen kiosks

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 43
Social content is
streamed out as text
casts at events.

NOKIA
Man of
Steel
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 44
And of course web,
social, email…

Integrated marketing framework
concepts & OpenWRX Architecture
For the marketing technologists - if you’re interested.
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 45

It starts with an
integrated plan
and execution
framework
IntegratedMarketing
PlanningandDeliveryFramework
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 46
• Integrated thinking
• Cause and effect
• Real-time and Agile
• Optimisation
happens on the fly
• Mobile and social
means you need to
think of scaling at
the outset
Tracking & Redirection
Logging & Tracking
2. Interaction & Engagement
Strategy
1. Activation
Short
Code
USSD Mobi Web …
Traditional
• Print
• Radio
• TV
• Outdoor
• Promotion
• Point of
Presence
CRM
• SMS
• MMS
• Email
• Print/Post
Digital /Direct
• Display (CPM /
PPC)
• Messaging
• Social
• Search
Planning Execution Track + Measure
3. Retention
Social
Paid Media Owned
Online
• Web
• Mobi
• Apps
Social
• Facebook
• Twitter
• LinkedIn
• Flickr, Etc…
Earned
Viral
• SMS
• Email
• Social
Optimise
ObjectivesMessageMetrics
Touch
• Message
• Content
• Creative
Engage
• Info
• Interaction
• Consumption
Convert
• Opt-in
• Profile
• Intent
• Redeem
• Transact
• Refer
Measurement
Message
• Alerts
• Notification
• News
Service
• Care
• Support
• Self-Help
Reward
• Points
• Incentives e.g.. Airtime
• Vouchers

Every interaction
is facilitated by an
App!
And every
moment is
mobile!
Get your leadership,
marketing teams and
agencies exposed to the
power of mobile
Think mobile from the start,
but add incrementally
Experiment, Measure and
Learn – but go ALWAYS
ON
Build / mould a team who
gets it! Think marketing
technologists…
Awareness
Reach millions of
consumers through voice,
data or text and promote
your brand, message or
product
Response
Add a call to action,
track response and drive
sales
Engagement
Build a community
around your brand and
get deep insight into your
audience
Voice
• Triggered or
Outbound Calls
• Interactive IVR
• Click to Call
• Call Backs
Internet
enabled
• Display Ads
• Text Ads
• Video
• Rich Media Ads
• Lead Generation
• Community
• Apps
• Outbound
Messaging
•Bulk
•Segmented
•Personalised
•Triggered
• Messaging Types:
•SMS
•MMS
•Email
•App Push
•USSD Push
•SIM Smart
Messaging
Data
Text
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 47

For engaging, inclusive and integrated
multi-channel mobile campaigns and always-on
strategies in South Africa and across Africa…
Contact us at SilverstoneCIS.com
14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 48