M M A Government Briefing 031109
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This document provides information about mobile phone penetration and usage in South Africa. Some key points: - Mobile phone ownership has grown dramatically in South Africa, with 70% of adults now using a cellphone compared to only 11% in 1999. There are almost twice as many cellphones as TVs. - Mobile internet usage has also increased significantly, with over 10 million South Africans accessing the mobile web in 2009. - The mobile phone has become the dominant communication and entertainment device in South Africa, surpassing other technologies like PCs, landlines, and televisions in terms of access. - The document argues that the mobile phone presents opportunities for businesses to engage with customers as well as for the
M M A Government Briefing 031109
- 1. Click to edit Master title style Government Briefing Sun City 4 November 2009 Rick Joubert www.rickjoubert.com 1
- 2. Click to edit Master title style The mobile phone is the most ubiquitous consumer technology on earth No.2 = FM Radio (3.9 Billion)
- 3. Click to edit Master title style With every 10% increase in mobile penetration, GDP growth increases by 1.2% Deloitte in its report „Global Mobile Tax Review 2006-2007‟ 3
- 4. Click toimpact of mobile phones in The edit Master title style developing markets • Personal and business productivity increases • Banking, financial services and remittances • Empowerment of the poor and of women • Foreign Direct Investment 4
- 5. South Africa mobile connections versus users Click to edit Master title style
- 6. Growth of unique cellular phone access in SA Click to edit Master title style 1999 2009 11% of SA adults had access to 70% of SA adults use a cellphone. (at least one) cellphone. Source: AMPS 6
- 7. Growth of unique cellular phone access in SA Click to edit Master title style among the economically active population 1999 2009 20% of SA working adults had access 82.5% of SA working adults use a to (at least one) cellphone. cellphone. Source: AMPS 7
- 8. Click to edit Master title phone ownership in SA Penetration of cellular style By LSM 70% of the SA population has access to a cell phone Source: AMPS 2009 A 8
- 9. Click to edit Master title phone ownership in SA Penetration of cellular style By expanded LSM 70% of the SA population has access to a cell phone Source: AMPS 2009 A 9
- 10. Click South Africa today… In to edit Master title style There are almost twice as many There are more than four times as many cellphones as there are TV sets households with a cellphone than computer 44% of e-mails are sent and SMS text messaging is used by almost received from a cellphone four times more people than email There are 5.3 times more homes with There are almost six times more cellphones than landline telephones cellphone subscribers than Internet users Source: AMPS 2009 A 10
- 11. Which South Africa? Click to edit Master title style
- 12. Which South Africa? Click to edit Master title style
- 13. Which South Africa? Click to edit Master title style
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- 15. Click to edit Master title style
- 16. PC Internet in Africa Click to edit Master title style
- 17. Click to edit Master2009 style RSA, September title 10.6M unique users accessed the mobile web at least once * *Rick Joubert
- 18. Click to edit Master title style * “Mobile web” definition tiers Tier 1 The WAP internet Tier 2 The mobile application Internet Tier 3 Web browsing on phone * Goldstuck/Joubert
- 19. “Internet” access channels Click to edit Master title style PC Web SMS Smartphone access to PC Web USSD Mobile applications Voice Mobile Web (WAP)
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- 21. Sample of SMS to President Obama during his speech in Ghana.. 21 Click to edit Master title style
- 22. Click to edit Master title style 7th mass medium Print Recording Cinema Radio TV Internet Mobile
- 23. Access: Population style Click to edit SA with entertainment / communication Master title Population in technology in their household Figures in 000s Radio 25 000 TV DVD 20 000 DSTV/MNET 15 000 Landline telephone 10 000 Cellphone Computer 5 000 Internet 0 5 6 7 93 94 95 96 98 99 00 01 02 03 07 08 09 00 00 00 19 19 19 19 19 19 20 20 20 20 20 20 20 /2 /2 /2 04 05 06 20 20 Source: AMPS 20 23
- 24. Click to edit Master of users of various media: Positioning Map title style Age and Income Source: AMPS 2009 A 24
- 25. Click to edit Master of users of various media: Positioning Map title style Reach and LSM (LSMs 1 – 10) Source: AMPS 2009 A 25
- 26. Click to edit Master of users of various media: Positioning Map title style Reach and LSM (LSMs 1 – 14) Source: AMPS 2009 A 26
- 27. Mobile as a medium Click to edit Master title style 1. First personal mass media 2. Permanently carried 3. Always on 4. Built-in payment mechanism 5. Available at point of creative inspiration 6. Accurate audience measurement 7. Captures social context of media consumption * Tomi Ahonen
- 28. Hero, lead or support? Click to edit Master title style • Media Display advertising • Direct Marketing Push messaging, lead generation • Integrated Marketing Interactive response channel for other media • Community Building and CRM
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- 31. Click to edit Master title style
- 32. Click to edit Master title style Case Study: Nike • Campaign results • Client Expectations • • 15 000 downloads • • 4 000 survey responses • Actual results • • 84 000 downloads • • 9 200 survey responses
- 33. Click to – Orlando Piratesstyle AMS edit Master title
- 34. Click to edit Master title style Ring Suzan calls Mike She expects to hear Suzan listens to the a ringing tone superimposed Ring but hears an advertising ring advertising Tone 3-8 message instead seconds Now Playing Mike Receives benefits for allowing ads to be played on his ring back tone Messages Rotate The messages are rotated so each time the caller makes a phone call he/she hears a different A-Tone.
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- 36. MMA Members Click to edit Master title style 24.com Habari Group Media Direct AdMob Inc. Media 24: Emerging Markets Be-Mobile Microsoft (MSN and Windows Live) Mobile Services Company (Blue Label) Mobiclicks Brandsh Media cc MobiliTrix SA (Pty) Ltd BuzzCity Pte Ltd Mr Price Group Financial Services Multimedia Solutions OgilvyOne Worldwide Celerity Systems (Pty) Ltd One Digital Media Cellsmart Technologies Praekelt Consulting Clickatell Ringco Coca-Cola Yonder Media Google, Inc. SilverstoneCIS GroupM TIM w.e. SA Vodacom
- 37. Developing the medium Click to edit Master title style 1. Guidelines & Standards 2. Measurement & Reporting 3. Training & Education 4. Networking & Events
- 38. Click toopportunity for Government? The edit Master title style • Efficient distribution of information to citizens • The ONLY mass market “new media” advertising channel • Citizen to government engagement • Bring the internet and government services to all 38
- 39. Click to edit Master title style Thank You www.rickjoubert.com 39