Going Mobile in Africa - PROPERLY (Mobi, Apps and USSD) 2011
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The document discusses the significant growth of mobile usage in South Africa, highlighting that there are more cellphones in the country than its population and emphasizing the rapid rise of mobile internet and search. It addresses the unique challenges of mobile web design, such as diverse device sizes and connections, while stressing the importance of delivering relevant, concise content tailored for mobile users. Additionally, it showcases the potential of interactive services like USSD and the importance of understanding user context to create effective mobile experiences.
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Going Mobile in Africa - PROPERLY (Mobi, Apps and USSD) 2011
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- 3. Not totally soldon mobile? You can’t argue with facts!
- 4. More cellphones inSA than the entire SA population!Nearly 2 million cellphones are sold every month in SA
- 5. March 2011 Totalhandset sales in SA40%22%13%OTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHEROTHER24%Less than 1%
- 6. HANDSET MARKET –SOUTH AFRICASMART-PHONE 9% (4 million)Blackberry accounts for half of them (2m)Samsung 29.9%Nokia 39.8%* Source Admob July 2010
- 7. Apart from calls...how are people using their phones?
- 8. South African CellphoneUsage * Source Nielsen AMPs data 2009
- 9. South African Mobile(Data) Usage By the hour! *Source - TNSGlobalOnly drops when we are stuffing our faces and physically cannot hold a phone!
- 10. 12 million onmobile web6 million on desktop webOnly a 2 million cross-over= 10 million new people!
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- 12. Mobile Search -rapid growth in SA 60% of all Google Searches are done from a mobile device during the weekend in South Africa!mobile25%60%mobiledesktopdesktop
- 13. So who arethese mobileweb (mobi)users in SA?
- 14. South African MobileWeb users LSMLSM 6 Black mid 20’s, Slight Male skew* Source Admob July 2010
- 15. Mobile is aPower-house You can reach everyone!
- 16. Touching the Masses– OPPORTUNITY!Ussd AND smsSTER KINEKORSelect Options1 – View Movies2 – My Cinema3 – Book Movie4 – My profile--------------------Reply50 million people6 million people12 million people
- 17. What exactly isa ‘Mobi’ device actually defined as?
- 18. 6000+ of these....Anon-desktop device, that due to its size and context of use, needs to be treated differently
- 19. Mobi building isdifferent It is not the same as web!
- 20. Bliss! – Luxuryof desktop PC design!Lots of space, a few browsers and easy input controls
- 21. S*%T - Theproblems of mobi designNo space, 6000 devices (more variants)crude input controls
- 22. The first considerations(especiallyin Africa) Speed and cost
- 23. CONSIDERATIONSDATA COSTSA Payas You Go society in SAmeans your mobi site costs users VERY VISIBLE Rands and CentsOnly deliver the content they need or ask for!R2.00 per Mb for most Pay as You Go customersLower rates are available for bundles or contract customers
- 24. CONSIDERATIONSCONNECTION SPEEDA varietyof connection speeds, handset capabilities and network coverage issues. 3G users could also be out of range! OPTIMISE MOBI TO THE MAX!+Maximummobi page target size of 35 Kilobytes15 secs6 secs3 secs>2 secs
- 25. Most men willtell you that...Size, length and width isNOT important!
- 26. When working withmobile it IS extremely important!
- 27. Unlike web: Onesize does not fit all!If you build your mobi to cater for small phones...Samsung E250 - 128 pixels wide
- 28. One size doesnot fit all!It is unusable on larger ones!??WTF!!!!I s that a car?Blackberry 9000 - 480 pixels wide
- 29. One size doesnot fit all!If you build for larger phones...Blackberry 9000 - 480 pixels wide
- 30. One size doesnot fit all!It will be very difficult to use on the smaller ones!Wow!I can see a cloud!Samsung E250 - 128 pixels wide
- 31. One size doesnot fit all!If you design for the average sized phone...LG K360 - 240 pixels wide
- 32. One size doesnot fit all!It won’t be an ideal experience for anyone else!
- 33. One very importantthing that is always overlooked
- 34. TOUCHThe rules changeyet again...Fingers are not matchsticksSo leave room!
- 35. TOUCHWhat to giveyour users...Menu space clickable areas large buttons more linksSPACED OUT NAVBIG INPUT AREAFULL AREA CLICKFULL AREA CLICKARTICLE SPACESPACED OUT NAVFULL AREA CLICKSECTION CLICKLARGE BUTTONSCLICKIMAGES
- 36. There are manychallenges when building for mobile
- 37. So many devicesSomany screen sizesSo many browser typesSo many file formatsSo many device manufacturersSo many connection speedsSo many platforms and op systemsTouch or cursor inputs...So much to deal with before we even start considering the design!
- 38. Some real worldexamples Who is doing what?
- 39. Real world examplessupersport.mobi44kbNoimages8.6c44kbNo images8.6cNo device resizing (HCA)No touch provision
- 40. Real world examplesmweb.mobi101kb20c101kb20cNodevice resizing (HCA)Only for larger phones
- 41. Real world examples24.mobi25kb4.9c34kb6.8cLimiteddevice resizingNo touch space
- 42. Real world examplesm.iol.co.za19kb3.7c24kbNoimages4.7cDevice resizingNo touch space
- 43. Real world examplestimeslive.mobi27kbWithimages 5.4c52.2kbWith images10.4cDevice resizing (HCA)No touch space
- 44. Real world examplesewn.mobi14kbWithimages 2.7c24kbWith images4.7cDevice resizing (Full HCA)Touch provision
- 45. Real world examplesentertainmentafrica.mobi19kbWithimages3.7c29kbWithimages5.6cDevice resizingTouch provision
- 46. Mobilising the masses... We start with technology
- 47. 6000+ different devices=HCAHandsetContent Adaptation6000 mobi sites
- 48. Deliver perfect experiences ...regardless of handset
- 49. Multimedia VIDEOThe idealexperienceSK (2) We are encoding 20 variants per trailerfor perfect experience!Easy, small and low quality... NO!
- 50. Streaming Video –Now on mobile!Compelling, Emotive and straight to the point...A ‘moving’ picture paints 2000 words!
- 51. So that’s sometechnology ...what else is there?
- 52. Consideryour user...everyone!Always designfor the lowest common denominator and enhance upwards for the most content hungry usersConsider those who have limited mobile experience - educationConsider those who have lower literacy capabilities - intuitiveConsider those who want the basic information – FAST - snackConsider those who are experts and want everything - expand
- 53. CONTEXTis KING inmobilewhich determines content
- 54. 21% males and12% females use their iPad on the loo!
- 55. Mobile also describesthe user: context Browsing one handed (coffee)
- 56. In aqueue and wants to jump it
- 57. On theloo with time to kill
- 58. Lost andneeding fast directions
- 59. Needs traffic/ weather info
- 60. Product researchand comparison
- 61. Want toengage with your brand
- 62. WANT TOSOCIALISE AND CHAT! CONSIDER WHERE AND WHY!
- 63. By understanding thedelivery device and the guy driving it.... (CONTEXT)...we can decide the most relevant content to deliver and where (and which order) to place it!
- 64. Mobi design =organising a tiny deskPlace the most important things close by and work outwards
- 65. Hierarchy design computicket.mobiEVENT DETAILNEWSMORE INFOFAQSCALL USSSL CHECKEVENT DETAILCONTACT USSTORE FINDERTERMS+CONSTRANSACTIONSCOMPETITIONSBOOKING DETAILMULTIPLE PAGESGEO MAPPINGMAIN CATEGORYMULTIPLE FAQSCLICK TO CALLDISPLAY/ACCEPTPHONE COMPAT?FURTHER DETAILMULTIPLE ARTICLEC/CARD LOOKUPFORMSMORE INFOMAIN CATEGORY70% OF BOOKINGSMAIN ACTIONAREALOGINALL EVENTSBUS/TRAVEL ON STAGELIFESTYLEMUSICSPORTSTRAVEL OFFERS BUS BOOKING W/W/WHENOR REGISTERW/WHERE/WHENHOME PAGEW/WHERE/WHENW/WHERE/WHENW/WHERE/WHENW/WHERE/WHENFEAT. PACKAGESAVAILABILITYHIGHLIGHTEDMAIN ACTIONAREAEVENTSLESS IMPORTANTLESS IMPORTANTSEARCH ALLEVENTS
- 66. UX: Make clicksmeaningful ...use Action Areas
- 67. Where am I?Iam 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 menusNo obvious changeCursor Nightmare!Each click shows a clear change on each page refresh
- 68. User’s need FASTsnacky info + NavRemember CONTEXT - Make it OBVIOUS AND EASY...
- 69. Location locationlocationProximity bringsrelevance(Where I am and where my friends are is important)
- 70. Location based brands– network + hardwareMobile marketing can add morerelevance by using location as hooks. Find and interact with friends while skiing!Augmented realitylocation SM apps
- 71. Enhancing upwards... unlock device capabilities
- 72. Enriched functions &UX for handsetsMobi can access advanced handset features such as geo-location for mapping and geo-targeted content.Custom mobi interfaces can be aimed at handsetsOptimise video & rich content for enhanced handsetsGPS integration formapping and geo-locationCustommobi interfaces
- 73. The very politeelement... Recognising your user!(and doing something about it!)
- 74. If you knowwhat makes them tick...You can personaliseand be RELEVANTMSISDN + PROFILINGUSSDSMSXXXXX MOBi:Hi SubusisoSelect Options1 – Register2 – News Alerts3 – Competitions4 – Refer Friend--------------------ReplyHi SubusisoThe latest XXXnewsletter isOut! Click HERE or reply and you could win a R500 voucher
- 75. Mobi is abrand touchpoint It should look the part!
- 76. Mobi should leavea great impressionWhen built properly, your mobi site will be a perfect brand ambassador
- 77. So why aregreat brands getting it so wrong?
- 78. CocoPops did everythingright....except the mobisite!Does this mobisite do a great brand (targeting kids) justice?WHY NOT?Great engagement opportunity lost?
- 79. Less is moreon mobile? NO Deliver real functionality!
- 80. Kulula does what?Do they not sell flights and also help me manage the flights I have booked?How much will I miss my flight by?What flights could I be on if I could book?WEATHER? I am mobile... LOOK UP!
- 81. Mobile for mobilesake Whats the point?Check-in process – That looks promising!Paperless Ticket – to my mobile perhaps?Change my booking- I am late, that’s great!I can’t do anythingI would like to do!Click to call..AT LEAST!WHY?
- 82. Facebook mobile -Same approach!CALL CALL CENTRECALL CALL CENTRECall the call centre toUpdate your status!!CALL CALL CENTRECALL CALL CENTRECALL CALL CENTRECALL CALL CENTRECALL CALL CENTRECALL CALL CENTRECALL CALL CENTRECALL CALL CENTRECALL CALL CENTREMobi is powerful... Give users what they need!
- 83. (Social) power tothe people! Giving the nation a voice
- 84. Getting it rightin Africa:That’s AYOBA“Is the Tswana Derby better to watch than the Soweto derby these days?”ContextContentUGCVoting pollsCommentarySticky Social
- 85. Power of socialinteraction: Stickiness
- 86. Branded enticing content...to keep them coming back!
- 87. EntertainmentAfricawhite-label MobiBrands shownare for demonstration only
- 88. The mobile webis not as expensive as you think!
- 89. Greater, richer interactive experience for little cost19kb with images =3.7c per page VSms your name to 33008 and win. Sms’s cost R1.50 Equivalent cost experience on Mobi ?40 mobi site pages!
- 90. We need anApplication??In Africa – spend carefully!
- 91. App v Mobi - We are not the US! Don’t believe the hype... South Africa is very different!Less importantUS DATA – NOT SA DATA
- 92. Think of theSA market... only 150k iPhones in SA!(40% active app users = 60,000 + 20,000 iPadsmax!)
- 93. March 2011 OSPlatform sales in SA59% (Jumping to 67% in April 2011)24.5%12%5%
- 94. Mass Market (penetration)NokiaOviBlackberry AndroidiPhoneiPadWindows Mobile
- 95. Apps can helpexposure... Let the stores to the work!
- 96. 20 Million Nokiahandsets in SA....100+ Devices
- 97. NOKIA Ovi –EntertainmentAfrica.com325,000 downloads – June 2011
- 98. 20% apps usedthe next dayOnly 5% are used by day 30!Apps are like any product...Deliver value + engagement!
- 99. Easy mobile management... Use a single cms platform
- 100. Sterkinekor.commobile.Sterkinekor.comSingle content upload..Multipleautomated deployments
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- 102. Poor student toflush student.. ...in 10 minutes!Mystudentloan.standardbank.co.za
- 103. Standard Bank –Student Achiever
- 104. Seventeen.mobiMobile can bebeautiful!
- 105. Fully integrated intoPredator web publishing CMS system
- 106. Customised CMS modulesto expand mobicapabilities
- 107. Phased approach tofull deployment
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- 110. UGC ENGINEEWN.mobiEye WitnessNewsFully integrated into existing CMS system
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- 117. SMS alert systemEMI.co.zaDualWeb / Mobile deployment
- 118. Fully integrated intocustomised publishing CMS system
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- 122. Genre / labelbased search
- 123. Category sorting andlisting
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- 125. Mobilising the Masses...…cover all the bases USSD!
- 126. USSD – InteractiveMobile enabler! 50mYou can provide useful interactive services to all 50m cellphones in SA South Africans are familiar with USSD as they use it extensively for cellphone banking and airtime voucher redemption and Please Call Me. *121#
- 127. USSD can bebolted into existing web systems to provide a range of 2-way information services available to every phone type.
- 128. USSD can beused for anything (but isn’t!):
- 129. 2-way Content Deliveryand Conversation
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- 133. Product InformationXXXXX MOBi:HiSubusisoSelect Options1 – Register2 – News Alerts3 – Competitions4 – Refer Friend--------------------ReplyUSSD
- 134. If you haveto be gimmicky …at least be cool with it!X
- 135. Who needs QRcodes? –Photo recognitionDownload the Digimarc app and hold close to screen...
- 136. Tracking and rewarding... …all the way to the store!
- 137. Coupons & Vouchers–REWARD!Electronic tickets (or serials) requested by and delivered to a mobile phones that can be exchanged for a financial discount or reward instore.Distributed via iSMS, iMMS, USSD and BluetoothIdeal for customer rewards and can be redeemed in-store (POS integration) or onlineCoupons are used to: promote interaction and frequency, increase product awareness, trial new products , reward loyalty, event ticketing and providing Instant rewards for any brand activity.Airtime + In-store redemption!Hi Subisiso, thanks for your feedback. Have a Coke on us! Your unique voucher code is abc12xyz. You can redeem it at any of our stores.
- 138. This scratches thesurface... But in conclusion... for now!
- 139. Mobile should bea great user and brand experienceand perform beautifullyregardless of the device
- 140. You must focuson ‘context’ before considering contentBe relevant and give users a good reason to engage
- 141. Dont cut backon usefulness give people functionality!Mobi, Apps, SMS & USSD... Play where customers play!
- 142. MOBILISE don’t MiniaturiseJust making things smaller is not enough!
- 143. Tim Bishop@timprezencePrezence Digital- CTOThank You!
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Editor's Notes
- #13 Click to call marketing is huge and accountable... Google are expanding it, and have recently added it to their content network. In South Africa, this translates into opportunities... ....MASSIVE ones! Currently mobile is cheap...
- #92 “Mobile first” – Eric Schmidt, Google CEOAfrica is engaged, 11 million in SAThe most personalised touchpointPrezence ‘Admob’ certification...