the future is mobile and the future is happening right now
TRANSCRIPT
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The future is mobile, and the
future is happening right now.
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Information sources over
time
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Information sources over
time
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“The illiterates of the
21st century will not be
those who cannot read
and write, but those who
cannot learn, unlearn,
and relearn”
Alvin Toffler
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Exponential growth in content / data
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SA Browser habits
0
20
40
60
80
100
2000 2002 2004 2006 2008 2010 2012 2014
Desktop
Mobile
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Dance,
Have fun,
Live the experience
Check in
Tweet
Share
Capture the experience
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Mobile Africa
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Mobile Africa (Some general
stats)
• Internet users now just over 16 million
• 42 million mobile users in SA – There are
68m active sim cards (Africa has 700m
phones now, still rising fast)
• Approx 12 million smartphones in SA now -
(5m blackberry,
4.2m Symbian, 2m Android, 0.6m iphones, 0.2m
WinPhone)
• Top mobile sites in SA – Facebook, Google,
Mxit, zamob.com, gumtree, soccerladuma.mobi
• 67% of SA users only have mobile access to
the internet
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Mobile Africa (Some Social Stats)
• 9.9 million Facebook users (+90% use it on
their mobile – no mobile apps)
• 2.8million Twitter users in SA (+90%
Mobile)
• MXit users: 6.5 million active SA users
for the last 30 days (Over 60 million
total registered users – SA/Kenya/Nigeria)
• Over 1 Billion “Please call me” sent each
month
• 12.5 million SA people use apps on their
phone
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Mobile Tips
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Invest wisely
Mobile Web Presence
Device Agnostic Content Strategy
Mobile SEO/SEM
Mobile Optimised Direct Marketing
Mobile applications
Invest Now
Invest Strategically
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Ask Questions
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Make your site responsive www.etv.co.za
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Rule of Thumb
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Make your site thumbable
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Think Speed
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If your site doesn’t load fast,
people will be sad
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Expectations
71% expect the mobile site to load as
fast as on a desktop.
74% will only wait up to 5 seconds, now
more for the site to load.
Real world
77% of top brands mobile sites take
longer than 5 seconds to load.
79% of Google advertisers don’t have
mobile optimised sites.
Slow loading and poor navigation are main
complaints.
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Test everything
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Integrate with your other
platforms • Mapping
• SMS/MMS/USSD
• Calling
• Weather
• Games
• News
• Books
• Movies
• Barcodes
• etc etc
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The whole is
greater than the
sum of its parts.
Aristotle (a long time
ago)
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“Contextual marketing is
about delivering the right
message to the right
person, via the right
medium at the right time.”
Contextual Marketing is important in
mobile
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Context
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Data is the new oil
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Some Africa data
• 80% of all new phones sold are smart /
feature phones
• 29% of SA Vodacom users have
smartphones
• 850m Phones (127m Smart) by 2015
(Africa)
• 250m data connected devices by 2015
(Africa)
• Personal Computer sales down 14% in Q1
2013 (largest drop since entry – Africa
is mobile)
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10. Keep it Simple
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What people want (Google 2012 Q4 global study)
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The Mobile web
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Tech Trends
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The internet of things (Everything is
connected)
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Learn from the
past
TV was not just
radio with
pictures.
Websites were
not just
brochures
online.
Mobile Phones
are not just
small computers.