Post on 20-Aug-2015
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9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 1
@HelloMobile on #MobileRocks at
“Mobile
stands 1st
in Africa”
“Mobile is the
7th Mass
Media”
#MobileRocks South Africa
Raymond Buckle, Group CEO Silverstone / MMA SA Founding member and MMA EMEA Board Member
@HelloMobile
According to AMPS2013AB:
“Mobile is… as close as you can get to your
consumers in South Africa!” #MobileRocks
• Service
• Loyalty
• Rewards
• Social
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile Advertising
• Direct Response
• Permission Marketing
• Mobile Internet
• Games
• Branded Utilities
• CommunityBrand
BuildingAcquisition
RetentionGrowth
Traditional A/BTL
Direct / CRM
Digital
Social
Mobile Marketing& Advertising
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 3
We believe #MobileRocks and belongs at
the heart of the Marketing Mix
Mobile
Medium Audience Activities
Devices & Operators
5: Brand / Product Category Profiles
6: Mobile Marketing and Advertising Opportunities
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 4
6 Part Report Series
based on AMPS 2013 AB
Tweet
#MobileRocks at
@HelloMobile to
get a copy of this
MWA deck now.
Mobile
Perspective of
SAARF’s AMPS
(All Media and
Products Survey)
Since 2009
Bi-Annual rolling survey of 25,000 to 30,000 respondents, interviewed and weighted to the SA Adult population.
It’s SA’s media planning and buying bible.
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 5
14.6m / 39%
Basic Cellphone use
SMS, Voice & USSD
#
36m / 97%
Mobile Household
Penetration
2.4
32.2m / 87%
Individual Mobile
Phone Ownership
37.2m
adults
1.8m / 5%
Tablet Owners13.2m / 36%
Smartphone Owners
17.7m / 48%
Use SMS, Voice, USSD
and Mobile Data
11.7m / 32%
Mobile Internet 6.5m / 17% Fixed Internet
19.2m / 52%
Total Data/Internet
Penetration
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 6
Tomi Ahonen: “Mobile is the 7th
Mass Media”
AMPS SA: Mobile stands 1st
as interactive and mass media…
97%
88%83% 83%
50%47% 47% 46%
30%
18%
8%
Cellphone OOH Radio TV Internet Any Print:Newspaper
Print:Magazines
Mobile Internet Pay TV Fixed internet Cinema
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 7
Explosive growth of Mobile
compared to other Mass Media Channels
0
5 000
10 000
15 000
20 000
25 000
30 000
35 000
40 000
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
MIL
LIO
NS
Radio TV DVD DSTV/ MNET/ Top TV Landline telephone
Cellphone Computer Internet Any Internet - mobile OOH
Newspaper Magazine Cinema
Inflection
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 8
94% of SA working adults use a cell
phone, up from 29% in 2000.
5%
20%
46%
70%
80%
91%94%
1996 1997 1998 1999 2000 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008A 2008B 2009A 2009B 2010 2011 2012 2013
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 9
5% or 1.8m
Tablet Owners
127
616
962
1 840
48
246
392
736
0
500
1 000
1 500
2 000
2 500
2011 2012 2013 Jan-Jun 2013 Jul-Dec
00
0s
Population Households
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 10
Penetration of cellular phone
ownership and use by LSM
39%
36%
58%
58%
55%
50%
42%
31%
27%
18%
10%
32% 2
% 4%
8%
16%
28%
42%
54%
65%
76%
16%
5%
14% 15%
16%
20%
18% 18% 13%
12%
11
%87%
42%
74%77%
79%
85%88%
91%94% 95% 97%
0%
20%
40%
60%
80%
100%
120%
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Voice, SMS & USSD 14,4m Mobile internet 11,7m Mobile data other than internet 6.1m
#1
Mobile as the
1st
Screen
In a recent global study released by
MillwardBrown, an MMA Member –
AdReaction 2014 – South Africa
was featured as part of the survey
and the results are surprising…For more information contact…
Monique .Leech@MillwardBrown.com
Director Digital Solutions, MillwardBrownSA
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 11
Daily Screen Usage –
South Africa (source: Millward Brown)
TOTAL MINS: 431
115minutes
(27%)
127minutes
(29%)
126minutes
(29%)
63minutes
(15%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
Quirky Tweetable
AMPS Stats…
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 13
2 x TVThere are more than twice as many cellphones
as there are TV sets in SA (34.6m vs 17m)
76% of
76% of e-mails are sent
and received from a cellphone
8.4x
landlines
There are 8.4 times more homes with
cellphones than landline telephones
4.3x
Computer
There are 4.3 times more households with a
cellphone than a computer
2.9x
email users
SMS text messaging is used by 2.9 times more
people than email
5x
PC internet
There are 5 times more cellphone subscribers
than fixed Internet users
AMPS Stats…
Mobile dominates our
lives as a media channel.
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 14
84%84% of internet users in SA access the internet
via mobile technology
99%99% or 17,570m mobile data users, also use
SMS and USSD functions
130k130,000 people use mobile data but do not own
their own cellphone – go figure…
17.6m17,653m cellphone owners use Mobile Internet
and Data services
14.6m14.593m cellphone owners use Voice, SMS and
USSD services only
32.2mThere are 32.246m adult Cellphone owners in
South Africa
2.4 per
household
In 2013, there was an average of 2.4 cellphones
per household in South Africa
AMPS Stats…
#MobileIs…
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 15
94%93.5% of SA working adults use a cellphone
compared to 29% in the year 2000
4.9%1.8m or 4.9% of Adult Population own a Tablet
Device (up from 1.8% in 2012)
36%36% of SA Adult Population owns a smartphone
(that’s 41% or 13.2m of cellphone owners)
R4,129,
000,000,000
Only mobile allows you to reach 87% of
R4,746Trillion Annual Household Spend
R565Tablet Owners spend an average of R529 on
cellular per month
• Personal
• Always On
• Always Close
• Versatile
• Effective
• Central to the
Path to Purchase
• Infinitely
Measurable
AMPS Mobile Review 2014
A Mobile Marketing Association South Africa Report proudly developed and sponsored by
#MobileRocks SA…
Part 2: The Audience
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 16
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 17
Penetration of cellular phone ownership
By LSM (Living Standards Measure)
87%
42%
74%77%
79%
85%88%
91%94% 95% 97%
R 10 609
R 1 480 R 2 218 R 2 585 R 3 205R 4 344
R 6 822
R 11 882
R 16 754
R 23 539
R 36 883
R 0
R 10 000
R 20 000
R 30 000
R 40 000
R 50 000
R 60 000
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Mo
nth
ly H
ouse
ho
ld I
ncom
e
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 18
Penetration of Adult Population by
Audience Segment
44% 50% 6
2% 69%
43% 3
0%
25%
25%
87%
80%
86%
93%
Bla
ck
Co
lou
red
India
n
White
Race63%
61%
47%
20%
24%
33%
43%
57%
86%
93%90%
77%
15
-24
25
-34
35
-49
50
+
Age
61%
57%
43%
39%
41%
40%
31%
29%
43%
39% 4
5%
48%
92%
85% 85%
77%
86%88%
Gau
teng
W C
ap
e
KZ
N
E C
ap
e
F S
tate
Oth
er
Province
48%
46%
37% 4
1%
86%
87%
Ma
le
Fem
ale
Gender
48%
39%
87%
Popu
lati
on
Norm
Voice, SMS & USSD Use Mobile Data Use Cellphone Ownership
37.2m
32.2m
17.7m
14.6m
19.1m
11.7m
6.4m
Audience
Profiles
SA Adult
Population
Cellphone
Owners
Mobile Data
Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
1.8mTablet
Owners
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 19
Cellphone Owner Core Profile
FM
Ed
uc
ati
on
Em
plo
ym
en
t
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 20
Snapshot: Cellphone Owners
32.2m | 87% of Adult Audience
15 50Age 37
1 10LSM 7
Income R11.4k
R154
53% Below 35
78% Black
26% English / Afrikaans
74% African Language
48% Some High school
39% Working
15% Students
55% Urban / 27% GP
53% LSM 5 to 7
Gender 52% F
Gender Location
45%
55%
Rural Urban
Age
26% 27%25%
22%
15-24 25-34 35-49 50+
Lan
gu
ag
eR
ace
78% 8% 11%
Black Coloured Indian White
74% 14% 12%
African languages Afrikaans English Other Language
48%
36%
15%
Up to Some High Matric Tertiary education
Pro
vin
ce
Inco
me
LS
M
27%
19%
12%
11%
10%
8%
7%
5%
Cell Exp
1%3%
5%
11%
16%
24%
13%10% 11%
7%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM10
3%
8%10%
19%17%
12%15%
17%
39%
30%
15%9% 8%
Working Unemployed Student Retired Housewife
48%
52%
Male Female
Ed
uc
ati
on
Em
plo
ym
en
t
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 21
Snapshot: Basic Cellphone Users
14.6m | 39% of Adult Audience
Basic Cellphone User Core Profile
15 50Age 43
1 10LSM 5.4
Income R7k
R94
64% 35 and older
85% Black
18% English / Afrikaans
83% African Language
67% Some High school
33% Working
35% Unemployed
62% Rural
62% LSM 4 to 6
Gender
Gender LocationAge
Lan
gu
ag
eR
ace
Pro
vin
ce
Inco
me
LS
M
Cell Exp
21%
20%
13%
12%
9%
9%
8%
6%
2%
1%
5%8%
16%
21%
25%
10%
6% 5%2%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM10
4%
12%15%
25%
18%
10% 10%7%
35% 33%
16%
9% 7%
67%
27%
6%
Up to Some High Matric Tertiary education
83% 11% 7%
African languages Afrikaans English Other Language
85% 7% 2% 6%
Black Coloured Indian White
62%
38%
Rural Urban
16%
21%
27%
37%
15-24 25-34 35-49 50+
46%
55%
Male Female
FM 55% F
Ed
uc
ati
on
Em
plo
ym
en
t
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 22
Snapshot: Mobile Data Users
17.7m | 48% of Adult Audience
Mobile Data User Core Profile
15 50Age 32
1 10LSM 7
Income R15k
R208
66% under 35
72% Black
32% English / Afrikaans
67% African Language
67% Matric +Tertiary(23%)
43% Working
22% Students
68% Urban
79% LSM 6 to 10
Gender
Gender LocationAge
Lan
gu
ag
eR
ace
Pro
vin
ce
Inco
me
LS
M
Cell Exp
FM 50% F
33%
17%
14%
10%
8% 7% 5% 5% 1%
0% 1% 2%
6%
12%
23%
16%
12%
16%
12%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
2%5% 6%
15% 16%13%
19%
25%
43%
26%22%
6% 3%
44%
23%
33%
Matric Tertiary education Up to Some High
67% 16% 16%
African languages Afrikaans English Other Language
72% 10%3% 15%
Black Coloured Indian White
32%
68%
Rural Urban
50%50%
Male Female
34%32%
24%
10%
15-24 25-34 35-49 50+
Ed
uc
ati
on
Em
plo
ym
en
t
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 23
Snapshot: Tablet Users
1.8m | 5% of Adult Audience
Tablet User Core Profile
15 50Age 32
1 10LSM 8.7
Income R29k
R565
66% under 35
52% Black
56% English / Afrikaans
43% African Language
47% Tertiary Education
57% Working
25% Students
93% Urban
67% LSM 9 and 10
Gender
Gender LocationAge
Ra
ce
Pro
vin
ce
Inco
me
LS
M
Cell Exp
FM 54%
Lan
gu
ag
e
35%31%
24%
11%
15-24 25-34 35-49 50+
54%
46%
Male Female
7%
93%
Rural Urban
52% 10% 8% 30%
Black Coloured Indian White
43% 20% 36%
African languages Afrikaans English Other Language
15%
37%47%
Up to Some High Matric Tertiary education
57%
25%
10% 6% 2%
1% 1% 1% 4% 8% 8%17%
62%
0% 0% 0% 0% 1%
9% 10%13%
29%
38%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
52%
18%
13%
7%
4%
3%
2%
1% 1%
Ed
uc
ati
on
Em
plo
ym
en
t
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 24
Snapshot: Fixed Internet
6.4m | 17% of Adult Audience
Fixed Internet User Core Profile
15 50Age 35
1 10LSM 8.3
Income R24k
R248
66% under 35
56% Black
51% English / Afrikaans
48% African Language
44% Tertiary Education
57% Working
22% Students
81% Urban
71% LSM 8 to 10
Gender
Gender LocationAge
Ra
ce
Pro
vin
ce
Inco
me
LS
M
Cell Exp
FM 57%
Lan
gu
ag
e
27%29% 29%
16%
15-24 25-34 35-49 50+
57%
43%
Male Female
19%
81%
Rural Urban
56% 9% 6% 29%
Black Coloured Indian White
48% 21% 30%
African languages Afrikaans English Other Language
13%
43% 44%
Up to Some High Matric Tertiary education
57%
22%12%
5% 4%
0% 2% 2% 5% 9% 10%
24%
48%
0% 0% 0% 1%4%
13% 13%15%
28% 28%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
41%
17%
15%
7%
6%
5%
4%
3%
1%
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 25
Core Audience Profile ComparisonA
vg
Po
pu
lati
on
Av
g
Ag
e
Av
g
LS
M
Av
g
Ho
useh
old
Inco
me
Av
era
ge
Cellu
lar
Exp
en
se
37 214 000 32 246 000
17 783 000 14 593 000 19 187 000
11 728 000 6 448 000
1 840 000
-
20 000 000
40 000 000
SA Adult
Population
Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners
38 37 32
43 32 31 35 32
-
50
6,1 6,3 7,0 5,4
7,0 7,5 8,3 8,7
-
10,0
R 10 609 R 11 356 R 14 925
R 7 008 R 14 731
R 17 927 R 23 776
R 29 259
R -
R 20 000
R 40 000
R 154 R 154 R 208 R 94
R 210 R 253 R 248
R 565
R -
R 500
R 1 000
83%
52%
30%
34%
3%
31%
71%
55%
16%
18%
0%
16%
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 26
Interactive Penetration by cluster
based on Muller Cluster Model
LSM 1-3
Rural
LSM 4-5
Rural / Peri -Urban
LSM 6-7
Peri-Urban / Urban
LSM7-10 Low
Metros
LSM10 High
Metros
Traditional11% | 4.1m
R2,317 HHI/m
Transitional28% | 10.4m
R3,870 HHI/m
Middle Class30% | 11.2m
R7,614 HHI/m Upper Middle28% | 10.4m
R20,639 HHI/m
Elite3% | 1.1m
R41,015 HHI/m
R9.5bn
R40.3bn
R85bnR215bn
R45.8bn
Cell
Basic Cell Use
Mobile Data
Any Internet
Fixed Internet (Desktop)
Internet at Home
87%
39%
47%
52%
17%
49%
94%
23%
71%
76%
39%
75%
98%
8%
89%
95%
81%
95%
88%
40%
48%
52%
11%
49%
Penetration in adult
population
37.2m
Only mobile
allows you to
reach 87% of
R4,746Tn Annual
Household
Spend
AMPS Mobile Review 2014
A Mobile Marketing Association South Africa Report proudly developed and sponsored by
#MobileRocks SA…
Part 3: Activities on Mobile
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 27
8 746
28 734
24 387 24 473
17 724
12 137
6 758
11 251
483
0%
10%10% 11%
25%26%
34%
38%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
-
4 000
8 000
12 000
16 000
20 000
24 000
28 000
32 000
36 000
Play games Receive Please callme message
Send and Receive anSMS
Send Please call memessage
Take photos Listen Radio Competition/ Vote/Donate
Take video Watch TV
Gro
wth
YO
Y
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 28
Size & Growth for Cellphone activities
that require NO DATA connectivity…
17 504
9 679 9 086
10 113
5 089
10 582
5 841
10 829
4 143
11 092
1 872
6 498
1 649
6 426 5 800
27% 27%30% 30%
35%39%
44% 45% 46%49% 50%
64%
70%
116%
167%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
-
2 000
4 000
6 000
8 000
10 000
12 000
14 000
16 000
18 000
20 000
Mobiactivities
MMS Social:Facebook
SocialNetworking
Social: Other DownloadMusic
Email IM / Chat Mobile apps Internet Subscribe tocontent
Downloadringtone or
logo
Readpublication
Watch video Social:Twitter
Gro
wth
YO
Y
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 29
Size & Growth for Cellphone activities that
REQUIRE DATA connectivity…
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 30
Size & Growth for Internet Activities
on Cellphone
1 298 1 534 1 770
236 236
1 062
4 838
354
1 652
4 851
5 179
6 107
10 169
680
9 967 8 633
2 715
1 333
3 659
0% 0% 0% 0% 0% 0% 0% 0% 0%
25%
29%
38%
43% 44% 44%47%
66%68%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
2 000
4 000
6 000
8 000
10 000
12 000
14 000
16 000
Gro
wth
YO
Y
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 31
#MobileRocks Part 3
Recap… Mobile Activities
Receive Please call me message
28.7m
Send Please call me message
24.5m
Send and Receive an SMS
24.4m
Take photos
17.7m
Mobile Data Activities
17.5m
Listen Radio
12.1m
Take video
11.3m
Internet
11.1m
IM / Chat
10.8m
DL Music
10.6m
Take photos
grew by 3.5m
Watch video
grew by 3.5m
IM / Chat
grew by 3.4m
Take video
grew by 3.1m
Search
grew by 3.1m
Download Music
grew by 3.0m
Social Networking
grew by 2.7m
Mobile data activities
grew by 3.7m
Internet
grew by 3.7m
Receive PCM message
grew by 2.5m
Social: Twitter
grew by 47%
Watch video
grew by 116%
Download Apps
grew by 71%
Read publication
grew by 70%
Watch Online Video
grew by 68%
Internet Banking
grew by 66%
Download ringtone or logo
grew by 64%
Subscribe to content
grew by 50%
Internet
grew by 49%
Social Networking
grew by 47%
2013 Top 10
most popular
activities
2013 Top 10
biggest growth
activities
2013 Top 10
fastest growing
activities
The Internet in
South Africa
The only activity that has not
achieved a mobile moment is
Online TV.
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 32
25
2
37
8
63
01 1
34
1 3
86
1 3
86
1 8
90
2 0
16
2 5
20
2 7
72
3 6
54
4 1
585
54
4
5 6
70
8 1
909 1
981
0 4
5811
71
8
13
0
26
0
32
5
65
0
19
571
5
91
0
325
1 4
95
1 6
25
1 7
55
1 3
65
1 6
25
1 3
00
4 9
40
2 7
30
1 4
95
5 3
95
23
6
23
6
35
4
70
81 2
98
1 0
62
1 2
98
1 7
70
1 5
34
1 6
522 7
143 6
584
83
8
5 1
926 1
36
8 6
14
10
14
8
9 9
12
0
2 000
4 000
6 000
8 000
10 000
12 000
14 000
00
0s
Any platform Via computer Via cellphone
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 33
Internet Activities by Platform
Audience base sizes:
– Any platform – 12.6m
– Via computer – 6.5m
– Via cellphone – 11.8m
20
5
47
6
656
1 0
34
1 4
58
1 3
10
1 3
56
2 5
17
3 4
65
3 5
90
9 0
49
10
41
2
11
92
5
13
79
5
14
99
3
15
94
1
17
21
0
19
18
7
22
73
3 26
98
5 3
2 0
83
38
19
4
6 3
97
7 5
19
9 3
27
10
77
9
11
48
7
13
23
8
14
87
1
17
82
9
21
37
5 25
62
7 3
0 7
25
36
83
6
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
1996 1997 1998 1999 2000 2001 2002 2003 2004/52005/62006/7 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
00
0s
Total data access (any type) Mobile data access
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 34
Data and internet Access Trend
19% 2X
Internet at Home
Internet at home has grown from 5% in 2006 to 31% in 2013.
Dial-up and ISDN is officially dead.
Mobile Data and Mobile Internet rules.
Long live the internet… at home!
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 35
1 6
22
1 9
99
2 5
63
3 6
58
5 0
16
6 8
54
8 5
37
11
48
3
29
28
1
29
11
0
28
74
2
28
84
0
29
00
4
28
08
0
26
39
9
25
73
1
-
5 000
10 000
15 000
20 000
25 000
30 000
35 000
40 000
2006 2007 2008 2009 2010 2011 2012 2013A6
Internet at home No internet at home
31%5%
0%
20%
40%
60%
80%
100%
2006A 2007 2008 2009 2010 2011 2012 2013A6
Dial-Up ADSL
ISDN Wireless network (iburst, WiFi)
Mobile Network (3G, Edge, GPRS) Mobile Internet (Wap)
Mobile Internet device (iPad, Sony PSP) WebBox/ Internet OnTV
Inte
rnet access a
t hom
eT
yp
e o
f A
ccess
AMPS Mobile Review 2014
A Mobile Marketing Association South Africa Report proudly developed and sponsored by
#MobileRocks SA…
Part 4: Devices / Operators
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 36
Mobile Network Operators
and Device Manufacturers
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 37
Mobile Network
Operator Market
Share
(Adults 15+ AMPS 2013AB)
According to AMPS2013, Vodacom is still leading the market at 45.7%, closely followed by MTN at 43.1% and Cell C is at 10.4%
Telkom Mobile, Virgin and other MVNO’s make up less than 1% of total market share.
The smaller the network, the greater the tendency to use mobile data.
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 38
45,7%
43,1%
10,4%
0,5%
0,2%
0,1%
Vodacom
MTN
Cell C
Telkom Mobile
Virgin Mobile
Other Networks
Mobile Network Operator Market Share (SA Adults 15+)
54 53 5266 66 73
56
45 46 4734 32 26
44
All CellphoneOwners
Vodacom MTN Cell C Telkom Mobile Virgin Mobile Other Networks
% o
f B
ase
Mobile Data Voice, SMS & USSD only
Cellphone Use by Mobile Network Operator (SA Adults 15+)
Expenditure by
Users on
Cellphones
According to AMPS, the mobile networks are earning R5bn per month off South African consumers.
The average cellphone owner is spending R154 per month on cell and airtime related expenses.
If you dig deeper…Mobile Data users spend R208/month while basic cellphone users only spend R94/month.
Vodacom at 46% market share, gets 27% or almost R50/month more out of the average user than MTN. His equates to R800m /month more revenue.
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 39
Operator
Number
of users
000s
Average monthly cell expenses
Rm per
month
Total usersMobile data
users
Voice / USSD
SMS only
users
Cellphone users 32,461 R 154 R 208 R 94 R 4,999
Vodacom 14,938 R 177 R 207 R 99 R 2,644
MTN 14,146 R 128 R 208 R 92 R 1,811
Cell C 3,150 R 158 R 207 R 82 R 498
Telkom Mobile 167 R 185 R 207 R 97 R 31
Virgin Mobile 50 R 250 R 207 R 177 R 13
Other Network 9 R 57 R 207 R 52 R 1
Device
Manufacturers
Market Share
According to AMPS2013 Nokia is still leading at 56% market share with 17.94m Nokia owners.
Followed by Samsung with 5.67m owners 17.6% and then Blackberry with 4.48m owners at 13.9%.
Blackberry, iPhone and HTC users always use data, with Nokia and Samsung and LG reflecting a more even split between basic use and data.
Interestingly there are only 230k
Apple iPhone owners based on the AMPS 2013 audience.
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 40
55,7%
17,6%
13,9%
5,1%
2,7%
2,0%
1,1%
0,7%
0,6%
0,4%
0,2%
0,1%
0,1%
Nokia
Samsung
BlackBerry
Other
Vodafone
LG
Motorola
Apple iPhone
Sony Ericsson
HTC
Ericsson
Siemens
SAGEM0.03m
0.03m
0.06m
0.13m
0.19m
0.23m
0.35m
0.64m
0.87m
1.64m
4.48m
5.67m
17.94m
MobileData
Voice,SMS &USSD
Cellphone
Owners
32.2m /
87% of Adults
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 42
Traditional A/BTL
Direct / CRM
Digital
Social / PR
Mobile
Whether you’re a big brand, corporate, start-up or Spaza –
Mobile belongs at the heart of the marketing mix!
It should form a layer in every campaign or strategy.
Reach Engagement Conversion Transaction
Use
Location
Me
dia
Ta
cti
cs
Opportunity Guide
for Basic Cellphone
Users
14.6m /
39% of Adults
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014
#
Reach Engagement Conversion Transactions
Voice
SMS
USSD
Smart
Message
Internet
Brower
Apps
Social
Payments
MMS
Mobile Email
Camera
C2A:
SMS keyword
to Short Code
C2A:
Dial USSD
C2A:
Please Call
Me
C2A:
Missed Call /
Flash Msg
Text Tags
Referral
Messaging
Outbound
Calls (AVM)
Leverage
A/BTL / POS
/ On Pack
Opt-in SMS
Opt-in Smart
Message
Opt-ins
Competitions
Mobile
Payments
Airtime
Rewards
Interactive
IVR & USSD
Interactive
SMS Apps
Profiling
Location
Targeting
Surveys &
Quizzes
Text
Vouchers
Product
Purchase
Confirmation
Audio
Messaging
Direct & Lead
Generation
CRM
Messaging
Click to
Call & Call
Backs
Text Alerts &
Notifications
43
Opportunity Guide
for Mobile
Data/Internet Users
17.7m /
48% of Adults
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014
Use
Location (IP
/ GPS / Cell
ID / Beacons)
Voice
SMS
USSD
Smart
Message
Internet
Brower
Native Apps
Social
Payments
MMS
Mobile Email
Camera
Me
dia
Ta
cti
cs
Reach Engagement Conversion Transactions
All the media
and activation
opportunities
listed for
basic phones
plus…
QR Codes /
Image/Audio
Recognition
Mobile
Search and
SEO
RTB / DSP /
Programmatic
Media
Deep
Targeting and
Retargeting
Organic &
Bought Social
Media
Mobile Email
+ App Push
Browser +
InApp Display
Advertising
Rich Media,
Mobile Video
ads, et al
All of the
media
opportunities,
mechanics
and tactics
applicable to
basic phones
plus …
Photo
uploads
Location
based Check-
ins
Interest
based Info-
tainment
Forums,
chat and msg
boards
OTP Cell
number
validation
Voting /
Rating /
Polling
Deep Social
Integration
Local based
store finders
One click-to-
call
Augmented
Reality
Points &
Leaderboards
(Gamification)
Product
Comparison +
Vouchers &
Coupons
44
Opportunity Guide
for
Tablet Users
1.8m /
5% of Adults
9/2014 Raymond Buckle, Silverstone: #MobileRocks SA @MobileWebAfrica2014 45
127
616
962
1 840
48246
392
736
0
500
1 000
1 500
2 000
2 500
2011 2012 2013 Jan-Jun 2013 Jul-Dec
00
0s
Population Households
Tablets are bigger than
smartphone
Size-up and HD your
creative – it’s ok on
Wi-Fi
Tablets don’t have a
mouse or keyboard
Use touch and swipe
techniques
Remember the “C”
Word
They’re leaning back -
inform and entertain.
Video.
They earn 3X avg.,
urban, youthful &
educated
Be clever. Innovate!
They can afford to buy!They’re social
Make it easy to
connect and share –
integrate social
Personalise msg &
content – use App
Push with caution
Its really personal –
Profile and Segment
audience