vodacom's mobile media landscape

Confidentiality level 3

5. The Vodacom Mobile Media Landscape


The mobile phone has become central to ‘YOU’

An extension of personality


Our challenge is to reach out & speak to consumers as individuals


Create a dialogue

Allow consumers to respond

Always be relevant


So how can Vodacom Mobile Media help?


We know the rules!

• Consumer Protection Act

• Direct Marketing

• WASPA Code of Conduct

• ASA

• Protection of Information Act


We’re the biggest local player


We have a strategic approach to mobile


We deliver the 5 R’s

• Reach• Relevance• Response• Rewards• Reporting


Our products acknowledge

privacypermissionpreference


Our product

Right to refuse direct marketing


Please Call Me


What is it ?

Sender sends a free Please Call Me sms to recipient

Your text ad with optional call to action is tagged to this message


Who can you target through Please Call Me?

Receivers Senders

Nearly all employed Most are employed

Earn between R7,000 and R11,999 pm

Earn between R2,500 and R6,999 pm

Grade 12, a few have further education / college and/or associated degree / diploma

Grade 12, a few have some further education / college

Majority aged 25–29 years Majority aged 25–29 years

Home languages spoken are diverse

Home languages spoken are diverse

Reside across the country, slightly more in Gauteng

Reside across the country, slightly more in Gauteng

Married, single / never married,living together/ partnership

Single / never married, some are married

One child on average One child on average

Black and some white Predominantly black

> Male / < Female > Female / < Male

Receivers Senders

17% no internet access 43% no internet access

63% do internet banking 10% do internet banking

53% have a credit card 8% have a credit card

44% own property 17% own property

67.6% 25.8%

19-29 30-44

2.6% 4%

45-59 Other

Age

Home Language


What’s possible with Please Call Me?

Reach Relevance Response Rewards Creative

• 12m senders / receivers per day

• 60% receivers• 35 million ads

delivered daily• 1 billion ads

delivered monthly

• Target via location and handset

• SMS• WAP• Promo Caller• USSD• Survey

• Airtime• Content

voucher

• Text only


PromoCaller


Who can you target with Promo caller ?

PromoCaller

Your Database

OurOpt-inusers

By filters:demographics,

location, handset, language,

Mobile Operating system, employment status, marital status,

children


What is it ?

Click to play

• an automated voice service that makes pre-recorded outbound calls

• use voice artist/celeb

• English/Afrikaans/ vernacular

• to any mobile user on any mobile network in SA


What’s possible with Promo Caller?


• As per client database

• VMM opt-in database

• System can handle up to 100 000 calls per day

• Promotions• Informational

messages• Lead generation• Surveys• Financial services

(new customers, defaulters)

• Interactive response via IVR

• Detailed reporting 24 hours later

• Airtime• Retail

voucher• Content

voucher

• Standard voice• Celebrity voice


AdMePermission–based marketing


And you can enter into dialogue if you target our Vodacom Adme opt-in database • it allows you to only send messages

only to users who have opted in to receive them

• it enables intelligent profiling, so your database is not just a list of names and numbers

• you can personalize the messages you send, whether through text or images

• recipients can respond directly to you

• ongoing dialogue with them will help you build their preference profile

• if you get this right, over time you can build a community


Age

Gender

Home Language

Marital Status

LSM

Location

Handsetoperating system

Handsetmanufacturer

Select from the following filters to reach your target market


SMS/MMS dialogue options


Campaign types

Text Push

Create awareness with160 characters and a call-to-action


Campaign types

Text Dialogue

Engage your customers with interactive messaging at no cost to them*

*Terms and Conditions apply


Campaign types

Rich Push

Make an impact with a full screen image and up to 500 characters (MMS)


Campaign types

Rich Dialogue

Send a follow up MMS that engages the user beyond text


Value for the marketer

• Engagement levels

• Leads generated

• Conversion rates

These are the key attributes that make mobile unique & different to traditional media


Vodafone live!Mobile internet


Who can you target with Vlive?

Post-paid Pre-paid

Afrikaans (37%), English (26%), and Sesotho (14%)

Afrikaans (25%), Zulu (23%), English (15%), Setswana (13%)

Average age: 32 Average age: 29

Married (58%) or Single (34%) Single (58%) or Married (40%)

Completed school (44%), Associate degree (31%), few Further education college (17%)

Completed school (50%), Associate degree (16%)

White (58%)Black (36%)

Black (60%)White (33%)

Average monthly income: R7 000 – R11 999

Average monthly income: R7 000 – R11 999

Fulltime employed (79%) Students/scholar (8%) Housewives (8%)

Fulltime employed (70%) and some Student/scholar (21%)

Annual Household income: R50 000 - R100 000

Annual Household income: R50 000 - R100 000

Own home (56%) Do not own Home (36%)Live with parents (32%)

Live in Detached / Free standing home

Live in Detached / Free standing home

Phychographic Profile

Post-paid Pre-paid

77% look up information i.e. News, sports results – mostly Once a week

81% access to Purchase and download Full tracks – mostly Once a month

68% purchase and download Full tracks – mostly once a month

58% look up information i.e. News, sports results – mostly Once or 2-3 times a week

45% access just to browse/ have a look around – mostly Once a week or Daily

55% access just to browse/ have a look around – mostly Once a week or Daily

Postpaid users access more frequently than the prepaid users

50% look for Entertainment News – mostly 2-3 times a week


What is it ?

• A content portal • Exclusive to Vodacom

customers• Mobile fun• News & Weather• Home & Search

Mobile

• Entertainment• Travel & Location• My Services• Sport


What’s possible with Vlive?


• 55 million Page Impressions per month

• 3.9 million Unique Users per month

• Target via location, handset manufacturer, handset model, contract, prepaid

• Click to: mobisite, call, SMS, Facebook, location look-up

• Airtime• Content

voucher

• Animated banner

• Splash screen• Interactive

banner


Zoopy


Who can you target through Zoopy?

Jan 2011 Apr 2011

Uniques 229,839 302,771

Pageviews 554,004 784,640


What is it and what’s possible?

The new Zoopy is

a mobile video tabloid

Features international and

local entertainment,

news & sport


Zoopy - Demographics


What’s possible with Zoopy?

Your text ad with optional call to action is tagged to this message


• 300,000 unique users per month

• Target via location, handset behaviour, ARPU, contract/prepaid app

• Click to: mobisite, call, SMS, Facebook, location, video

• Airtime• Retail

voucher• Content

voucher• Points

• Animated banner• Rich media

banner• Interactive

banner• Video pre-roll• Video channel


What can we do for you?


EmailMobi WebPhone

Thank you

Name Surname

mobileadvertising@vodacom.co.zawww.vomocom.mewww.vodacommobilemedia.co.zaxxxxx

vodacom's mobile media landscape

Technology