mobile marketing association south africa intro

Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1

Nothing Gets Marketers Closer to their Consumers than Mobile

Mobile has sparked a new world of media in which every object is a medium and every place is an opportunity for a message.

There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time.

It is time to reimagine marketing with mobile leading the charge.

Every Moment is Mobile.

Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2

About the MMA SAWith 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.

Q3 2013

Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3Q3 2013

The Role of Mobile in the Marketing Mix

Traditional ATL BTL

Direct / CRM

Digital

Social

Mobile Marketing • Service

• Loyalty• Rewards• Social

• mCommerce• mCRM• Up-sell• Cross Sell

• Mobile Advertising

• Direct Response• Permission

Marketing

• Mobile Internet• Games• Branded Utilities• Community

Brand Building Acquisition

RetentionGrowth


The Mobile Marketing Association

The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain.

Leadershi

p

• Code of Conduct• Standards & Guidelines• Training & Education

Promotion

• Awards• Events• Networking

Access

• Case Studies• Best Practices• Research and Insights

Q3 2013


MMA SA Members Q3 2013

Q3 2013

http://www.velti.com/

http://www.openmarket.com/index.html


South Africa: Leading the Mobile Revolution Globally

2009, 2010 & 2011 Global and EMEA Winners

3 Gold's, 2 Silvers5 EMEA Regional Awards

• Lead Generation / Direct Response / Conversion• Use of Mobile Social Media• Messaging• Social Impact / Not For Profit• Relationship Building / CRM

Q3 2013

7

AMPS

2012

AB

SOUTH

AFR

ICA

The Mobile

Medium2013

Size

Use

Audience

Growth

Trends

Opportunity

Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 (AMPS Review sponsored by SilverstoneCIS.com)

In 2010 MMA members work shopped the structure of the AMPS

Questionnaire with SAARF – 2011AB and 2012AB is the result.

We’ve over-coded AMPS data, and got a completely new

perspective of the mobile medium in South Africa

We’re beyond the point where the question is if mobile should form

part of your marketing mix…

In this update we can start to see some

trends.

8

Based on AMPS 2012AB, in South Africa’s adult population today…

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)


4.6 x2 x

7.2 x

68% 3 x

5.2 x

9

Mobile Penetration

29.561m Cellphone owners 14.843m use Voice/SMS/USSD only 14,871m use Mobile Internet and Data based

services 153,000 people use mobi data but do not own their

own cellphone 99% of mobile data users also use SMS/USSD

functions 14,642m mobile data users, also use SMS/USSD

functions 86% of internet users in SA access the internet via

mobile technology Only 33% of SA access the internet via a computer 5.1m use both

Over coding used to ascertain these figures- see Appendix


29.6m Individual Cellphone Owners

35m SA Adult Population (15 years and older)

14.8mUse Voice, SMS & USSD only

95% Mobile Phone Penetration in Households

85%

95%

14.8mMobile Data Penetration

85% or 29.6m adults directly targetable through

mobile marketing and advertising

95% of adults can respond to marketing and

advertising through mobile

50%

50%


Mobile compared to SA Mass Media

1993

1994

1995

1996

1998

1999

2000

2001

2002

2003

2004

/5

2005

/6

2006

/720

0720

0820

0920

1020

1120

120

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

33803Radio

TV

DVD

DSTV/ MNET/ Top TV

Landline telephone

Cellphone

Computer

Internet

Internet - mobile

Mill

ion

s

2009 Inflection:Mobile became the most pervasive mass media in South Africa


Leadership of committees, councils and boards to keep your

company at the forefront of industry

Efficiencyand operational excellence

through the development of guidelines and best practice to reduce the

friction and help make it easier for buyers and

sellers alike.

Accessto MMA products, data, initiatives, & networking to help you make better decisions.

Promotionof member products, services and solutions to raise awareness, generate more leads and business for your company

Influenceto shape the future of the industry

Advanced Insightvia MMA products, data, initiatives

and research; helping members build your understanding of the marketplace and make better

business decisions

Networkingvia MMA initiatives and

events help support members to find business

partners and customers.

MMAMembershi

p

The benefits of membership

Q3 2013


Local Contact DetailsCandice GoodmanChairperson MMA SA+27 83 326 [email protected]

Raymond BuckleChair Emeritus MMA SA+27 11 326 [email protected]

Visit www.mmasa.org

Email [email protected]

Mpho MothapoMarketing Manager+27 82 556 [email protected]

Kim RisiMember Support Manager+27 83 468 9360 [email protected]

mailto:[email protected]




mobile marketing association south africa intro

Business

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mobile penetration

mobile technology

mobile revolution

role of mobile

mobile data users

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