SlideShare a Scribd company logo
1 of 65
Download to read offline
#MobileRocks the Consumer
Snapshot view of the how to make the most of the mobile consumer with
INTEGRATED MOBILE MARKETING.
Raymond Buckle, Silverstone @HelloMobile
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 1
In 20 minutes…
1. Run through some stats
2. Share some mobile consumer insights
3. Step through our mobile marketing strategy playbook
4. Share some case studies and make some waves
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 2
…or take a short cut:
1. Almost everyone has access to a cellphone in their household
2. Mobile IS as close as you can get to the West African Consumer
3. Marketers not integrating mobile as an always on platform to engage
consumers are missing out
4. Audience, Attention, Engagement, Data and Airtime is THE
CURRENCY
5. There is still an opportunity for Operators to play in mobile advertising -
engagement
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 3
GSMA Millward Brown GfK
Pew Research StatCounter flashpanel
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 4
We pooled some West African research
Ryan Smit
Analytics Director
SilverstoneCIS
Raymond Buckle
Group CEO
SilverstoneCIS
GSMA Mobile Economy Report
Sub-Saharan Africa 2014
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 5
PEW Research
CELL PHONES IN AFRICA: COMMUNICATION LIFELINE
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 6
StatCounter Internet Traffic
Statistics
Stats are based on aggregate data collected by StatCounter on a sample
exceeding 15 billion pageviews per month collected from across the
StatCounter network of more than 3 million websites.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 7
GfK - Nigeria Handset Sales
NIGERIA SALES DATA
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 8
Marketing to a multi-screen world
From Millward Brown’s AdReaction 2014 Study
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 9
West Africa Mobile Survey
Preliminary results of a survey on mobile usage of Facebook users in
Ghana and Nigeria.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 10
Unique
Subscriber
Penetration
West Africa still trails other
African countries in terms of
unique subscriber
penetration, with Nigeria
coming in just under 50%.
Almost every economically
active African can be
reached with a Cellphone in
their household.
April 2015 11Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions
For the west Africa
region, the forecast is
that by 2020 unique
subscribers will
amount to 215m, 54%
of the population at
that time.
That’s an additional
50m subscribers in 5
years for the region.
April 2015 12
Unique Subscribers across
West Africa
Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions
Add 50 million uniques
Cell phone ownership
has surged across
Africa, with 89% of
Nigerians, and 83% of
Ghanaians, owning a
cellphone.
Nigeria has a
smartphone
penetration of about
27%, while Ghana’s is
at about 14%.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 13
Cell Phone Ownership Surges in Africa
Source: Pew Research Center
Smartphone
connections are
set to more than
triple in the next 5
years from
around 45m in
2015 to around
230m by 2020.
April 2015 14
Smartphone Connections Across West
Africa
Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions
185m smartphones
to be sold
Smartphone
Sales Increase
Strongly in
Nigeria
Smartphone sales
increased from 17%
during 2013 to 25% in
2014, while phablets
accounted for only 1% of
sales.
83%
17%
0%
74%
25%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
MOBILEPHONE SMARTPHONE PHABLET
HANDSET SALES BY TYPE
Jan 13-Dec 13 Jan 14-Dec 14
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 15
Source: GfK Handset Data 2013 - 2014
Nigerians
are spending
slightly more
on handsets
The percentage of
devices sold for less than
$100 dollars has
decreased in Nigeria
from 85% in 2013 to 80%
in 2014.
43% 42%
5%
6%
4%
42%
38%
8% 9%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
15 - 30 USD 30 - 100 USD 100 - 200 USD 200 - 500 USD 500 USD
NIGERIAN HANDSET SALES BY PRICE BRACKET
Jan 13-Dec 13 Jan 14-Dec 14
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 16
Source: GfK Handset Data 2013 - 2014
Android
Handset
Market Share
Almost
Doubles
Android handset market
share has almost
doubled from 9% to 17%,
and now accounts for
around 68% of all
smartphones sold in
Nigeria.
9%
17%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Jan 13-Dec 13 Jan 14-Dec 14
NIGERIA - ANDROID HANDSET MARKET SHARE
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 17
Source: GfK Handset Data 2013 - 2014
OS - Nigeria
Symbian has obviously
declined, with the
significant rise of Android
devices
June 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 18
0 0 0 0 0 1 1 2 3 4
6
10 10
11
19
22
28
32
38
41
0
10
20
30
40
50
60
70
80
90
Symbian Android BlackBerry OS Samsung Nokia Unknown
Windows Phone iOS Unknown Other
The technology mix
in West Africa is still
primarily 2G, but by
2020 3G should
account for more
than 50% of the
active subscribers in
West Africa.
Heavy web and app
experiences simply
won’t work in Africa.
April 2015 19
Technology Mix Across West Africa
Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 20
Mobile internet has taken over from
desktop internet in West Africa
0
10
20
30
40
50
60
70
80
90
100
Share of internet traffic - Ghana
Desktop Mobile
0
10
20
30
40
50
60
70
80
90
100
Share of internet traffic - Côte d’Ivoire
Desktop Mobile
0
10
20
30
40
50
60
70
80
90
100
Share of internet traffic - Nigeria
Mobile Desktop
Inflection
Q4 2011
Inflection
Q3 2013
Inflection
Q4 2013
According to the latest
research by Pew
among a few African
countries, those that
own a smartphone
more likely to be
younger, educate and
English speaking.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 21
Younger, Educated and English-Speaking
Africans More Likely to Own Smartphone
Source: Pew Research Center
In terms of cell phone
activities, Nigerians are
most active on social
networks, and also use
their devices frequently
to get political news.
East Africans are still
far more likely to make
and receive payments
on their cell phones.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 22
Cellphone Activities
Source: Pew Research Center
#MobileRocks @ Mobile West Africa Conference, Lagos 2015
South Africa
Nigeria
Kenya
193
minutes
43% of
media
time
@HelloMobile All Rights Reserved Silverstone.Solutions
Time spent across
devices each day
According to Millward Brown, the global
average time spent per day per device
is 417 minutes, with the most time spent
on a device being on a smartphone
(147 minutes).
Nigerian spend the most time globally
on their smartphones, averaging 193
minutes!
April 2015 25Source: Millward Brown AdReaction 2014
@HelloMobile All Rights Reserved Silverstone.Solutions
Marketing Receptivity
In terms of marketing receptivity
(favourability and attention) Nigerians
are most receptive globally across all
devices except only for on tablets,
where Kenya are slightly more
receptive.
April 2015 26Source: Millward Brown AdReaction 2014
@HelloMobile All Rights Reserved Silverstone.Solutions
Advertising Opportunity
By combining marketing receptivity and
the amount of time spent per device, it
is clear that Nigeria (and Kenya) are
very good opportunities for marketers to
target consumers, and through
smartphones specifically.
April 2015 27Source: Millward Brown AdReaction 2014
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 28
Mobile Consumer – West Africa
Age Education LocationGender Lifestage
Demographic
Indicators
Interests HobbiesAttitudes Aspirations Campaign Behaviour
Behavioural
Indicators
Overall Spend Voice Usage Data UsagePrepaid vs Contract Device Type
Usage
Indicators
Who are they?
How many –
how big is
the market?
How do you reach them?
What’s the
opportunity for
marketers?
Age and
Gender
Through a new mobile insights
platform called Flashpanel –
we ran a survey among
Ghanaian and Nigeria mobile
web users.
The sample is predominantly
young and male.
Operators and publishers who
want to participate can get
involved.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 29
4%
13%
17%
27%
16%
2%
2%
2%
8%
7%
0%
2%
0% 5% 10% 15% 20% 25% 30%
1: Under 18
2: 18 - 21
3: 22 - 24
4: 25 - 34
5: 35 - 44
6: 45 - 54
AGE & GENDER
Male Female
Cellphone
Ownership
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 30
17%
11%
10%
20%
17%
10%
6%
3% 3% 3%
0%
5%
10%
15%
20%
25%
01 02 03 04 05 06 07 08 09 10
# OF CELLPHONES
IN THE
HOUSEHOLD
The vast majority of our
respondents are on
prepaid, and the median
number of cell phones
per household is 4.
15%
85%
CELL OWNERSHIP
Postpaid (Contract) PrePaid
Education &
Occupation
While 20% of the sample
reported having no
formal education yet,
40% had a university
education.
Most are either employed
or currently studying.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 31
20%
5%
28%
7%
35%
5%
0%
10%
20%
30%
40%
No formal
education
Primary Secondary (High
School)
Trade School /
Technical College
Undergraduate
Degree
Postgraduate
Degree
LEVEL OF EDUCATION
9%
28%
14%
4%
46%
0%
20%
40%
60%
Business Owner Employed Full Time Employed Part Time Freelancer Not employed
EMPLOYMENT STATUS
42%
12%
23%
14% 9%
0%
20%
40%
60%
A full time tertiary
student
A Homemaker A scholar (primary or
high school)
Retired Unemployed
NOT EMPLOYED REASON
Income Levels
Income levels across the
sample are low, with 68%
of respondents earning
less than $200, while
household income is
generally less than
$1000 per month.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 32
68%
13%
18%
11%
3% 3% 2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
< $200 pm. $201 to $500
pm.
$501 to $750
pm.
$751 to
$1,000 pm.
$1,001 to
$1,500 pm.
$1,501 to
$2,500 pm.
$2,501 to
$5,000 pm.
> $5,000 pm.
PERSONAL INCOME
35%
24%
17%
11%
2% 3% 3%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
< $200 pm. $201 to $500
pm.
$501 to $750
pm.
$751 to
$1,000 pm.
$1,001 to
$1,500 pm.
$1,501 to
$2,500 pm.
$2,501 to
$5,000 pm.
> $5,000 pm.
HOUSEHOLD INCOME
Appliances &
Electronics in
the Household
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 33
0% 50% 100% 150%
Satellite Navigator
Gaming Console
Hi-fi Music Centre
Digital Video Camera
Tablet
Home Theatre System
iPod / MP3 Player
Satellite TV / Dish
Digital Camera
DVD / Blue Ray Player
Desktop / Laptop
Television
ELECTRONICS IN
THE HOUSEHOLD
Almost everyone
interviewed had TV and a
Fridge, while 78% also
reported having a PC in
their household.
Washing machine, dryer
and tablet PCs are less
common.
0% 20% 40% 60% 80%
Trash Compactor
Solar Geyser
Clothes Dryer
Washing Machine
Induction Cookers
Vacuum Cleaner
Home Security System
Deep Freezer
Air Conditioner
Microwave Oven
Water Heater / Geyser
Refrigerator
Kitchen Stove
Fridge
APPLIANCES IN
THE HOUSEHOLD
Cellphone
Activities
Almost everyone
reported browsing the
internet on their cell
phones, while only 68%
said that they do “Social
networking” at least once
a month.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CELLPHONE ACTIVITIES (AT LEAST
MONTHLY)
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 34
Cellphone App
Usage
In terms of applications,
Social networking apps
are the most popular,
followed by chat / IM
applications and games.
0%
10%
20%
30%
40%
50%
60%
70%
80%
APPLICATION TYPE USAGE
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 35
Application
Usage
98% of users reported
using Facebook, and
76% using Whatsapp,
which shows that many
consumers do not
understand terms like
“Social Networking” and
“Instant Messaging”
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Xender
Konga
Jumia
Candy Crush
WeChat
BBM
2GO
Instagram
Viber
OLX
Skype
Twitter
YouTube
Facebook Messenger
Gmail
WhatsApp
Facebook
APPLICATION USAGE
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 36
Other Media
Usage
Almost everyone
interviewed watches TV,
and most listen to the
radio for under an hour a
day.
Over half said they read
magazines for at least an
hour a day.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 37
0%
10%
20%
30%
40%
0. None 1. Under 1 Hour 2. 1-2 Hours 3. 2-3 Hours 4. 3-4 Hours 5. More than 4
Hours
TIME SPENT WATCHING TV
0%
10%
20%
30%
40%
0. None 1. Under 1 Hour 2. 1-2 Hours 3. 2-3 Hours 4. 3-4 Hours 5. More than 4
Hours
TIME SPENT LISTENING TO THE RADIO
0%
10%
20%
30%
40%
0. None 1. Under 1 Hour 2. 1-2 Hours 3. 2-3 Hours 4. 3-4 Hours 5. More than 4
Hours
TIME SPENT READING MAGAZINES
Computer
Ownership &
Home Internet
Most of the people we
have interviewed so far
have a computer (83%)
and of those, 86% say
they access the internet
on that computer.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 38
17%
83%
DO YOU HAVE A
COMPUTER AT
HOME?
No Yes
14%
86%
DO YOU HAVE
ACCESS TO THE
INTERNET ON THAT
COMPUTER?
No Yes
Internet
Access &
Technology
The primary means of
internet access is
through 3G wireless
connectivity.
Two thirds of people also
say they access the
internet at an internet
café.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 39
0%
10%
20%
30%
40%
50%
60%
70%
3G Wireless (HSDPA) 4G Wireless (Wimax /
LTE)
ADSL Dial-Up
HOME INTERNET CONNECTION TYPE
0%
10%
20%
30%
40%
50%
60%
70%
Friends house Internet Café Place of study Work
WHERE ELSE DO YOU ACCESS THE
INTERNET?
Internet
Activities
The most popular
internet activity is to
download music, while
browsing the internet and
sending email are the
next most popular.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Read Magazine Articles
Stream Music
Blogging
Online Shopping
Banking
Games
IM/Chat
Stream Video
Educational Content
Search
Read News Articles
Social Networking
Email
Browse Internet
Download Music
INTERNET ACTIVITIES – AT LEAST
MONTHLY
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 40
Consumer
Attitudes (1)
Almost all consumers
agreed that they like to
dress well, while three-
quarters said that they
prefer brands that care
about the environment.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 41
53%
64%
70%
74%
77%
96%
0% 20% 40% 60% 80% 100% 120%
I am more likely to buy brands I have seen advertised
I keep up with what is going on in the world
I like to keep up with technology
I feel optimistic about my future
I prefer brands that care about the environment
I like to dress well
CONSUMER ATTITUDES
Consumer
Attitudes (2)
Most West African
consumers say that
being part of a
community is important to
them, while 25% said
that they felt their were
too many foreigners in
the country.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 42
15%
25%
46%
54%
56%
60%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
A woman’s place is in the home, not at work
There are too many foreigners in my country
You need to be well educated to be successful
Things were better in my country 10 years ago
Crime is getting worse in my country
My culture is being lost because of globalization
Being part of a community is important to me
CONSUMER ATTITUDES
African Consumerism – the next billion!!
Increasing spending power takes brands from the high street to the back street.
A new kind of consumer is emerging: valuing presentation, branding and consistency
 More Educated
 More Confident and Secure
 Live in Smaller Family Units
 More than 50% of households with
discretionary spending power by 2020
 it’s a cash based economy – cars are
bought cash – imagine what growth
credit will allow
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 44
New Class
of Consumer
Brand
Head-to-Heads
Coke is the most popular
cola, Nike is the top sport
brand, Google is
preferred to Microsoft’s
brand, and there is not
much between Apple,
Microsoft and Samsung.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 45
COLA DRINKS
Coke Pepsi
SPORTSWEAR
Adidas Nike Puma Reebok
TECHNOLOGY
Apple Microsoft Samsung
INTERNET GIANTS
Google Microsoft
Brand
Head-to-Heads
West African appear to
prefer McDonalds over
KFC, Mercedes and
BMWs over Audis,
Toyotas are the top
eastern car brand, and
Canon is much more
preferred to Nikon.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 46
FAST FOOD GIANTS
KFC McDonalds
GERMAN CARS
Audi BMW Mercedes
EASTERN CARS
Honda Hyundai Kia Toyota
CAMERA BRANDS
Canon Nikon
Brand
Head-to-Heads
West Africans prefer
PlayStation over Xbox,
Ferrari over Lamborghini,
MasterCard over VISA
and Total over Shell and
BP.
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 47
GAMING CONSOLES
Playstation Xbox
SUPERCARS
Ferrari Lamborghini
CREDIT CARDS
Mastercard Visa
OIL COMPANIES
BP Shell Total
So how do you integrate mobile
into the mix?
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 48
In the Challenge lies the
Opportunity…
1. How do you efficiently acquire new customers in South Africa and Africa?
2. How do you develop a relationship and engage customers outside of
traditional media – leveraging activation, service, mobile and social channels
seamlessly?
3. How do you retain customers, deliver value and build loyalty to combat churn
– cost effectively?
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 49
MaxAxion (a Silverstone group company),
offers brand and marketing stakeholders the
opportunity to reach their target audience
with the best return on investment through
programmatic, RTB and performance driven
mobile media.
Together we specialise in building and
monetizing integrated ‘mobile first’ brand
communities to develop meaningful
relationships with your prospective, new and
existing customers, employees or
stakeholders.
About Us
Established in 1996, Silverstone is an
award-winning Creative Interactive
Solutions group with international
credentials in the development of online and
mobile communications, marketing and
business solutions.
Silverstone helps brands
and organisations to
connect and engage
with their audiences
across mobile, social
and digital channels.
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 50
We believe in a
Strategic Approach
1. The Audience is Mobile, not just the device
2. Africa is Mobile First but all devices are not equal
3. Consumers are social
4. Campaigns drive engagement, and engagement builds relationships
5. “Always on” Relationships lead to conversions
6. Loyalty deserves Rewards and
Rewards can come in different forms and funded in many ways
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 51
Integrated multi-channel mixed media
activation, engagement and response
Mobile Call to Action
Mobile and Digital Touch Points
Mobile Messaging
Mobile Media
Mobile Rewards
Lets go
Multi-Channel
Social Mobile…
Localised campaign driven by
mobile, social and web to drive
consumer awareness,
engagement and amplification.
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 52
Brand
Mobile, Social
& Digital
Opportunity
Provide a turnkey plug-in framework to support
traditional and promotional marketing roll-out
including:
• Digital Touch Points
• Traditional Media Amplification
• Mobile and Social Media
• Community Management with content and
engagement marketing
Support and amplify achievement of core
objectives:
1. Improve & Strengthen Equity
2. Increased Awareness
3. Drive Brand Engagement
4. Drive Product Trial and Use
5. Create Demand and Educate
Consumers about Services and Brand
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 53
Digital Touch Points
• SMS Short Code
• USSD
• Mobile Web
• Desktop Web
• Social (FB + Twitter)
• Promoter App
Mobile & Social Media
• Text & Voice Ads
• Mobile Ads
• Social Ads
Traditional Media
Amplification
• SMS Call to Action
• Flash Messaging
• Promotion Tools
Content and Engagement Marketing
• Competitions & Promotions
• Recipes & Interest Based Content
• Community & CRM Communication
• Trial and Buy Vouchers
• User Generated Content Moderation
• Audience and Content Management
Brand
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 54
Build Relationships & Conversation …
Go from Campaigns to Always On
ProfileAcquire
• ATL Media
• Promotion
• Digital
• Pack/POS/ POP
• Community
• Social
• Direct Comms
Push and Pull
Segment
Engage
• Special Content
• Products
• User Generated
• Social
• Comps
• Utility
Opt-in
• Communication
• Promotions
• Special Interest
• Using Cell/Email
• Social Connect thru
Twitter, Facebook and
LinkedIn
Promote
(pull)
SellRewardInfluence
Inform &
Entertain
Conversation
Campaign
Always On
• Campaigns / Themes
• Products & Sales
• Social, Activation & Events
• Interest Content - Stories
Strategic Media Execution
& Mobile Integration
Framework
Word Of Mouth
Allow them to
tell someone
and get
rewarded
•Gift
•Refer / Invite
•Rate / Review
•Share / Tweet
•Like / Follow
Recruit
ambassadors
•Of Passions
•Of Programmes
•Of Brands
•Of Channels
Tell / Reward
Mobile
Coupons
•Personalised
Codes
•Real-time
Redemption
Tracking
•Discounts
•Bundled
Products
•Triggered Rules
Gift
•Send a coupon
to a Friend
•Free Trial
•Affinity Products
Reward
•Points
•Airtime
•Vouchers
Trial / Buy
Owned Media
Properties
Communities
of Interest
•Girls
•Students
•Professionals
•Singles
•Fashion &
Beauty Fanatics
•Newly Weds
•Moms
Virtual Brand
Community
•Opt-in
Permission
•Profiling
•Re-targeting
•Cross Selling
Social CRM
Engage
Use Mobile
media
•Text Tags
•Mxit (ZA)
•Display with
Device Targeting
•Direct messaging
•Social CRM
•Voice
In Stream
•Media Partners
•Tenancies
•Sponsored
Content
Value Adding
Content
•Aligned to
Passions,
Aspirations,
Interests &
Needs
Reach
Add mobile
call to action
to traditional
media
•TV
•Radio
•OOH
•On Pack
•POS
Build an
Audience and
Customer
Database
Integrate
Touch Points
Amplify
TrialConsiderationAwareness Use
Track &
Measure
1> Add Mobile Touch Points:
• SMS Short Code
• USSD String
• Mobile Site with
Campaign Micro
Sections (F/SD)
• Mobilised
Facebook App
• Mxit Bot
• Localised Web
Micro Site
• Rich Media
Extensions
2> Add a Mobile Call to Action:
Mobile Touch Points:
• SMS Keyword to
Short Code
• Dial a USSD
String
• Go to Mobile Site
• Go to Facebook
• Follow Mxit Bot
• Tweet @ or #tag
• QR Code
• Download App
3> Add Mobile Messaging:
• SMS
• MMS
• USSD Push
• Smart Message
• App Push
• Mobile Email
• Direct Social
Message
• Social Post
• Mobile Coupon
4> Add Mobile Media:
• Text Tags
• Mxit (ZA)
• Display Ads with
Device Targeting
• Direct messaging
• Social CRM Views Clicks Uniques Opt-ins Actions Vouchers Sales Share/Posts
By &DSTV
on
Brand
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 55
Delivers
Integrated
User
Journeys
Add …
• Call 2 Action to traditional media
• Mobile touch points for all types of
mobile users
• Brand Community mind set
• Mobile media
• Direct marketing to opted in DB
• Vouchers to drive trial/buy in online
and real world retail environments
• Unique codes to product to verify
purchase
• Sales/Service Call Centre Integration
to close the loop
• Brand funded Smart Messaging as a
ubiquitous companion and an
alternative to channels like SMS,
IVR and USSD
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 56
Facebook App
Mxit Bot/App
Welcome to the
Community.
1> Register
2> Log a purchase
3> Get Vouchers
4> Gift Vouchers
5> Competitions
6> Contact us
7> T&Cs
8> Exit
USSD *120*34747#
USSD App
Brand
SMS 34747
Short Code
Welcome to the
Community. To
continue please
click here:
http://lnq.in/bran
d/12345 or dial
*120*34747#
SMS:
Reply/Triggered
Mobi Site
Register
Product Range
Log a Purchase
Get and Gift a Voucher
Sponsorship Campaign
Competitions
Find an event near you
Scan
Mags
QR Code
Olay micro web (geo detection prevents e.g. vouchers to display in
territories where not applicable)
Register
Product Range
Log a Purchase
Get and Gift a Voucher
Tips and Tricks
Competitions
Find an event near you
Follow Nedbank
Sponsorship Campaign Interest Segment
Soft Cost
Call to
Action on:
• TV
• Radio
• Print
• OOH
• POS
• Pack
Paid Mobile
Media:
• Display with targeting
• Apps Display
• Apps Push
• Text Tags
• SMS/MMS/
Email Direct
Marketing to Opted In
DBs
• CRM Messaging
• Social Ads
• In Stream
Partner Media
Triggered/CRM SMS
Paid Digital Media:
• Display
• Rich Media
• In Stream Partner
Media
• Social Ads
Triggered/
CRMEmail
Earned Media:
Track & Measure
Views Touch/Clicks Uniques Opt-ins
Actions Vouchers Lead/ Sales Share/Posts
By &
Welcome to the
Campaign.
1> Register
2> Log a purchase
3> Get Vouchers
4> Gift Vouchers
5> Competitions
6> Contact us
7> T&Cs
8> Exit
IVR *120*34747#
Voice (IVR) App
Audio clip
sent to
user…
Press 1
to
engage
AVM 34747
Audio Clip
DB
Call
Centre
Brand
Brand
OpenWRX…
Integrated Brand
and Publisher
Community
Engagement
Platform
Delivers…
• Multi-Channel
• Multi-purpose
• Integrated
Single point of management for:
• Messaging
• Content
• Audience
• Engagement
• Social
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 57
Value Chain / Partner Brands
Partners Channel …
Core Brands
…Brand
Consumer Touch Points BrandSwitch
Services
• Engage
• Discover
• Contribute
• Share
• Request
• Register
• Manage
• Subscribe
• Redeem
• Service
• Earn/Burn
• Learn
Bearers
• SMS
• MMS
• Email
• RSS
• USSD
• Push
• Post
• @direct
• #tags
• …
• ..
Integrated Brand Community Management Platform
BCEP Campaigns Audience Content Services
Always On
Interaction
x
Brand
Engagement
Switch
Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 58
2014 MMA Smarties Awards
LumiaLiving.com
A fresh mobile interest and lifestyle digital content network
established in partnership with Microsoft Mobile Devices aka Nokia.
It consists of a gateway app and extends into a network of
associated mini-apps featuring collaborative multi-brand content,
engagement mechanics and advertising messages.
Community members register and opt-in once anywhere in the
network and are organically profiled continuously to enable targeted
content delivery and messaging.
The scope of the LumiaLiving audience footprint extends across
multiple digital channels such as mobile, social and email - it reaches
countries in the Sub-Saharan Africa region.
Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 59
secure
local
social
always-on
mobile first
trusted
aspirational
fully
managed
Opportunities
this Summer
Adaptive – not
responsive.
Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 60
Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 61
Example Micro Communities
Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 62
Example Xbox Segment
on LumiaLiving
Lets go
Multi-Channel
Social Mobile…
on DigicelMORE
Localised campaigns driven by
integrated mobile, social and web
to an always on platform designed
to drive consumer and value chain
engagement and awareness.
Apr-15 Commercial in Confidence. Silverstone // Digicel Confidential 63
advocacy
So-Mo
media
unified
audience
Contextual
content
Contextual
content
Rich
Engagement
Behavioural
profiling
Surveys
Loyalty and
Rewards
Triggered
Messaging
Integrated
Campaigns
Requires a unified identity layer with
multi-channel communication
& Multi-dimensional profiling and
segmentation
Apr-15 Commercial in Confidence. Silverstone // Digicel Confidential 64
Integrated Audience
Profiling and Segmentation
Geographic
•Provinces
•Regions / Cities
•Suburbs /
Postal Codes
•Urban / Rural
•Climate
•Proximity
Demographic
•Gender
•Age
•Education
•Occupation
•Income
•Marital status
•Household size
•Ethnicity
•Phone Type
Psychographic
•Personality traits
•Attitudes
•Beliefs
•Values
•Lifestyles
•Life Stage
•Phone Type
Behavioral
•Usage situations
•Usage frequency
•Benefits sought
•Loyalty level
•Buying responses
•Propensity
Models
Segmentation /
Community
Interest Groups
Passions Interests
Aspirations
Needs
Location Social Context
Preferences
Tweet
#MobileRocks @HelloMobile
to get the presentation…
Operators and Publishers get involved to profile the West African mobile
Consumer…
April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 65

More Related Content

What's hot

The South Africa eCommerce Report April 2016 is brought to you by Visa.
The South Africa eCommerce Report April 2016 is brought to you by Visa.The South Africa eCommerce Report April 2016 is brought to you by Visa.
The South Africa eCommerce Report April 2016 is brought to you by Visa.Digital Strategist
 
Insights into the Mobile Internet in Africa
Insights into the Mobile Internet in AfricaInsights into the Mobile Internet in Africa
Insights into the Mobile Internet in AfricaJon Hoehler
 
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleAMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleRaymond Buckle
 
Media Facts 2016 | South Africa & Southern African Development Community
Media Facts 2016 | South Africa & Southern African Development CommunityMedia Facts 2016 | South Africa & Southern African Development Community
Media Facts 2016 | South Africa & Southern African Development CommunityDigital Strategist
 
Digital Trends in the Philippines
Digital Trends in the PhilippinesDigital Trends in the Philippines
Digital Trends in the PhilippinesEmerge
 
Mobile media consumption presentation philippines
Mobile media consumption presentation  philippinesMobile media consumption presentation  philippines
Mobile media consumption presentation philippinesjoeychee
 
Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa Vserv
 
Mobile Internet Consumer Report 2013 - Latin America
Mobile Internet Consumer Report 2013 - Latin AmericaMobile Internet Consumer Report 2013 - Latin America
Mobile Internet Consumer Report 2013 - Latin AmericaVserv
 
Mobile Internet Consumer Viet Nam 2013
Mobile Internet Consumer Viet Nam 2013Mobile Internet Consumer Viet Nam 2013
Mobile Internet Consumer Viet Nam 2013Dung Tri
 
Mobile Internet Consumer Report 2013 - Southeast Asia
Mobile Internet Consumer Report 2013 - Southeast AsiaMobile Internet Consumer Report 2013 - Southeast Asia
Mobile Internet Consumer Report 2013 - Southeast AsiaVserv
 
Mobile Internet Consumer Report 2013 - Middleeast
Mobile Internet Consumer Report 2013 - MiddleeastMobile Internet Consumer Report 2013 - Middleeast
Mobile Internet Consumer Report 2013 - MiddleeastVserv
 
Telkomsel Digital Ecosystem
Telkomsel Digital EcosystemTelkomsel Digital Ecosystem
Telkomsel Digital EcosystemKhomeini Mujahid
 
Mobile Internet Consumer Report 2013 - India
Mobile Internet Consumer Report 2013 - IndiaMobile Internet Consumer Report 2013 - India
Mobile Internet Consumer Report 2013 - IndiaVserv
 
Looking into Vietnam Mobile Market
Looking into Vietnam Mobile MarketLooking into Vietnam Mobile Market
Looking into Vietnam Mobile MarketAli Saghaeian
 
Mobile internet-consumer-southeast-asia
Mobile internet-consumer-southeast-asiaMobile internet-consumer-southeast-asia
Mobile internet-consumer-southeast-asiaHafizhuddin Amin
 
Moving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile worldMoving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile worldOn Device Research
 
Telkomsel presentation marketing insight
Telkomsel presentation marketing insightTelkomsel presentation marketing insight
Telkomsel presentation marketing insightArif Ghozali
 
Mobile Malaysia - ahead of the south-east Asia pack
Mobile Malaysia - ahead of the south-east Asia packMobile Malaysia - ahead of the south-east Asia pack
Mobile Malaysia - ahead of the south-east Asia packOn Device Research
 
Mobile internet-consumer-india
Mobile internet-consumer-indiaMobile internet-consumer-india
Mobile internet-consumer-indiaBhuvan Asthana
 

What's hot (20)

The South Africa eCommerce Report April 2016 is brought to you by Visa.
The South Africa eCommerce Report April 2016 is brought to you by Visa.The South Africa eCommerce Report April 2016 is brought to you by Visa.
The South Africa eCommerce Report April 2016 is brought to you by Visa.
 
Insights into the Mobile Internet in Africa
Insights into the Mobile Internet in AfricaInsights into the Mobile Internet in Africa
Insights into the Mobile Internet in Africa
 
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleAMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
 
Media Facts 2016 | South Africa & Southern African Development Community
Media Facts 2016 | South Africa & Southern African Development CommunityMedia Facts 2016 | South Africa & Southern African Development Community
Media Facts 2016 | South Africa & Southern African Development Community
 
Digital Trends in the Philippines
Digital Trends in the PhilippinesDigital Trends in the Philippines
Digital Trends in the Philippines
 
Mobile media consumption presentation philippines
Mobile media consumption presentation  philippinesMobile media consumption presentation  philippines
Mobile media consumption presentation philippines
 
Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa
 
Mobile Internet Consumer Report 2013 - Latin America
Mobile Internet Consumer Report 2013 - Latin AmericaMobile Internet Consumer Report 2013 - Latin America
Mobile Internet Consumer Report 2013 - Latin America
 
Mobile Internet Consumer Viet Nam 2013
Mobile Internet Consumer Viet Nam 2013Mobile Internet Consumer Viet Nam 2013
Mobile Internet Consumer Viet Nam 2013
 
Mobile Internet Consumer Report 2013 - Southeast Asia
Mobile Internet Consumer Report 2013 - Southeast AsiaMobile Internet Consumer Report 2013 - Southeast Asia
Mobile Internet Consumer Report 2013 - Southeast Asia
 
Mobile Internet Consumer Report 2013 - Middleeast
Mobile Internet Consumer Report 2013 - MiddleeastMobile Internet Consumer Report 2013 - Middleeast
Mobile Internet Consumer Report 2013 - Middleeast
 
Telkomsel Digital Ecosystem
Telkomsel Digital EcosystemTelkomsel Digital Ecosystem
Telkomsel Digital Ecosystem
 
Mobile Internet Consumer Report 2013 - India
Mobile Internet Consumer Report 2013 - IndiaMobile Internet Consumer Report 2013 - India
Mobile Internet Consumer Report 2013 - India
 
Looking into Vietnam Mobile Market
Looking into Vietnam Mobile MarketLooking into Vietnam Mobile Market
Looking into Vietnam Mobile Market
 
Mobile internet-consumer-southeast-asia
Mobile internet-consumer-southeast-asiaMobile internet-consumer-southeast-asia
Mobile internet-consumer-southeast-asia
 
Moving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile worldMoving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile world
 
Telkomsel presentation marketing insight
Telkomsel presentation marketing insightTelkomsel presentation marketing insight
Telkomsel presentation marketing insight
 
La France est-elle le cancre du marketing mobile ?
La France est-elle le cancre du marketing mobile ?La France est-elle le cancre du marketing mobile ?
La France est-elle le cancre du marketing mobile ?
 
Mobile Malaysia - ahead of the south-east Asia pack
Mobile Malaysia - ahead of the south-east Asia packMobile Malaysia - ahead of the south-east Asia pack
Mobile Malaysia - ahead of the south-east Asia pack
 
Mobile internet-consumer-india
Mobile internet-consumer-indiaMobile internet-consumer-india
Mobile internet-consumer-india
 

Similar to #MobileRocks @ Mobile West Africa Conference, Lagos 2015

Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...Merlien Institute
 
Mobile trends africa the kuyu project
Mobile trends africa   the kuyu project Mobile trends africa   the kuyu project
Mobile trends africa the kuyu project ✅ Jo Webber
 
2017 Nigerian Mobile Trend Report
2017 Nigerian Mobile Trend Report2017 Nigerian Mobile Trend Report
2017 Nigerian Mobile Trend ReportTerragon Group
 
iGaming-2015 ver2 032515
iGaming-2015 ver2 032515iGaming-2015 ver2 032515
iGaming-2015 ver2 032515Karl Cryer
 
Indonesia and global digital news collection Sept 2014
Indonesia and global digital news collection Sept 2014Indonesia and global digital news collection Sept 2014
Indonesia and global digital news collection Sept 2014Wishnu Rahardjo
 
Philippine Mobile Trends 2014
Philippine Mobile Trends 2014Philippine Mobile Trends 2014
Philippine Mobile Trends 2014Techglimpse
 
Philippines Mobile Internet Trends - On Device Research
Philippines Mobile Internet Trends - On Device ResearchPhilippines Mobile Internet Trends - On Device Research
Philippines Mobile Internet Trends - On Device ResearchRobin Ng
 
Philippines mobile internet trends
Philippines mobile internet trendsPhilippines mobile internet trends
Philippines mobile internet trendsOn Device Research
 
Digital Insurance Outlook in Africa 2015
Digital Insurance Outlook in Africa 2015Digital Insurance Outlook in Africa 2015
Digital Insurance Outlook in Africa 2015The Digital Insurer
 
Where Are We in the Mobile Internet Transition? Stifel Internet Equity Research
Where Are We in the Mobile Internet Transition? Stifel Internet Equity ResearchWhere Are We in the Mobile Internet Transition? Stifel Internet Equity Research
Where Are We in the Mobile Internet Transition? Stifel Internet Equity ResearchScott Devitt
 
Millward Brown AME AdReaction Study 2013
Millward Brown AME AdReaction Study 2013Millward Brown AME AdReaction Study 2013
Millward Brown AME AdReaction Study 2013Kantar
 
GfK - The Mobile Consumer
GfK - The Mobile Consumer GfK - The Mobile Consumer
GfK - The Mobile Consumer GfK
 
M Commerce &amp; A Case For M Marketing
M Commerce &amp; A Case For M MarketingM Commerce &amp; A Case For M Marketing
M Commerce &amp; A Case For M MarketingOnyeka Akumah
 
Mobile Gaming (GaminginHolland 2015)
Mobile Gaming (GaminginHolland 2015)Mobile Gaming (GaminginHolland 2015)
Mobile Gaming (GaminginHolland 2015)Rogier van den Heuvel
 
Big Data and Enterprise Mobility by Richard Hurst, OVUM
Big Data and Enterprise Mobility by Richard Hurst, OVUMBig Data and Enterprise Mobility by Richard Hurst, OVUM
Big Data and Enterprise Mobility by Richard Hurst, OVUMitnewsafrica
 
Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...
Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...
Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...Tim Bishop
 
Tablet Marketing Whitepaper - August 2014
Tablet Marketing Whitepaper - August 2014Tablet Marketing Whitepaper - August 2014
Tablet Marketing Whitepaper - August 2014Damus Chu
 
Q4 2015: Mobile Commerce Trends
Q4 2015: Mobile Commerce TrendsQ4 2015: Mobile Commerce Trends
Q4 2015: Mobile Commerce TrendsBranding Brand
 
Producing and Monetising Mobile Applications for the West African mobile cons...
Producing and Monetising Mobile Applications for the West African mobile cons...Producing and Monetising Mobile Applications for the West African mobile cons...
Producing and Monetising Mobile Applications for the West African mobile cons...takinbo
 

Similar to #MobileRocks @ Mobile West Africa Conference, Lagos 2015 (20)

Mobile Apps in Africa
Mobile Apps in Africa Mobile Apps in Africa
Mobile Apps in Africa
 
Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...
 
Mobile trends africa the kuyu project
Mobile trends africa   the kuyu project Mobile trends africa   the kuyu project
Mobile trends africa the kuyu project
 
2017 Nigerian Mobile Trend Report
2017 Nigerian Mobile Trend Report2017 Nigerian Mobile Trend Report
2017 Nigerian Mobile Trend Report
 
iGaming-2015 ver2 032515
iGaming-2015 ver2 032515iGaming-2015 ver2 032515
iGaming-2015 ver2 032515
 
Indonesia and global digital news collection Sept 2014
Indonesia and global digital news collection Sept 2014Indonesia and global digital news collection Sept 2014
Indonesia and global digital news collection Sept 2014
 
Philippine Mobile Trends 2014
Philippine Mobile Trends 2014Philippine Mobile Trends 2014
Philippine Mobile Trends 2014
 
Philippines Mobile Internet Trends - On Device Research
Philippines Mobile Internet Trends - On Device ResearchPhilippines Mobile Internet Trends - On Device Research
Philippines Mobile Internet Trends - On Device Research
 
Philippines mobile internet trends
Philippines mobile internet trendsPhilippines mobile internet trends
Philippines mobile internet trends
 
Digital Insurance Outlook in Africa 2015
Digital Insurance Outlook in Africa 2015Digital Insurance Outlook in Africa 2015
Digital Insurance Outlook in Africa 2015
 
Where Are We in the Mobile Internet Transition? Stifel Internet Equity Research
Where Are We in the Mobile Internet Transition? Stifel Internet Equity ResearchWhere Are We in the Mobile Internet Transition? Stifel Internet Equity Research
Where Are We in the Mobile Internet Transition? Stifel Internet Equity Research
 
Millward Brown AME AdReaction Study 2013
Millward Brown AME AdReaction Study 2013Millward Brown AME AdReaction Study 2013
Millward Brown AME AdReaction Study 2013
 
GfK - The Mobile Consumer
GfK - The Mobile Consumer GfK - The Mobile Consumer
GfK - The Mobile Consumer
 
M Commerce &amp; A Case For M Marketing
M Commerce &amp; A Case For M MarketingM Commerce &amp; A Case For M Marketing
M Commerce &amp; A Case For M Marketing
 
Mobile Gaming (GaminginHolland 2015)
Mobile Gaming (GaminginHolland 2015)Mobile Gaming (GaminginHolland 2015)
Mobile Gaming (GaminginHolland 2015)
 
Big Data and Enterprise Mobility by Richard Hurst, OVUM
Big Data and Enterprise Mobility by Richard Hurst, OVUMBig Data and Enterprise Mobility by Richard Hurst, OVUM
Big Data and Enterprise Mobility by Richard Hurst, OVUM
 
Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...
Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...
Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013...
 
Tablet Marketing Whitepaper - August 2014
Tablet Marketing Whitepaper - August 2014Tablet Marketing Whitepaper - August 2014
Tablet Marketing Whitepaper - August 2014
 
Q4 2015: Mobile Commerce Trends
Q4 2015: Mobile Commerce TrendsQ4 2015: Mobile Commerce Trends
Q4 2015: Mobile Commerce Trends
 
Producing and Monetising Mobile Applications for the West African mobile cons...
Producing and Monetising Mobile Applications for the West African mobile cons...Producing and Monetising Mobile Applications for the West African mobile cons...
Producing and Monetising Mobile Applications for the West African mobile cons...
 

#MobileRocks @ Mobile West Africa Conference, Lagos 2015

  • 1. #MobileRocks the Consumer Snapshot view of the how to make the most of the mobile consumer with INTEGRATED MOBILE MARKETING. Raymond Buckle, Silverstone @HelloMobile April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 1
  • 2. In 20 minutes… 1. Run through some stats 2. Share some mobile consumer insights 3. Step through our mobile marketing strategy playbook 4. Share some case studies and make some waves April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 2
  • 3. …or take a short cut: 1. Almost everyone has access to a cellphone in their household 2. Mobile IS as close as you can get to the West African Consumer 3. Marketers not integrating mobile as an always on platform to engage consumers are missing out 4. Audience, Attention, Engagement, Data and Airtime is THE CURRENCY 5. There is still an opportunity for Operators to play in mobile advertising - engagement April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 3
  • 4. GSMA Millward Brown GfK Pew Research StatCounter flashpanel April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 4 We pooled some West African research Ryan Smit Analytics Director SilverstoneCIS Raymond Buckle Group CEO SilverstoneCIS
  • 5. GSMA Mobile Economy Report Sub-Saharan Africa 2014 April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 5
  • 6. PEW Research CELL PHONES IN AFRICA: COMMUNICATION LIFELINE April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 6
  • 7. StatCounter Internet Traffic Statistics Stats are based on aggregate data collected by StatCounter on a sample exceeding 15 billion pageviews per month collected from across the StatCounter network of more than 3 million websites. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 7
  • 8. GfK - Nigeria Handset Sales NIGERIA SALES DATA April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 8
  • 9. Marketing to a multi-screen world From Millward Brown’s AdReaction 2014 Study April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 9
  • 10. West Africa Mobile Survey Preliminary results of a survey on mobile usage of Facebook users in Ghana and Nigeria. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 10
  • 11. Unique Subscriber Penetration West Africa still trails other African countries in terms of unique subscriber penetration, with Nigeria coming in just under 50%. Almost every economically active African can be reached with a Cellphone in their household. April 2015 11Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions
  • 12. For the west Africa region, the forecast is that by 2020 unique subscribers will amount to 215m, 54% of the population at that time. That’s an additional 50m subscribers in 5 years for the region. April 2015 12 Unique Subscribers across West Africa Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions Add 50 million uniques
  • 13. Cell phone ownership has surged across Africa, with 89% of Nigerians, and 83% of Ghanaians, owning a cellphone. Nigeria has a smartphone penetration of about 27%, while Ghana’s is at about 14%. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 13 Cell Phone Ownership Surges in Africa Source: Pew Research Center
  • 14. Smartphone connections are set to more than triple in the next 5 years from around 45m in 2015 to around 230m by 2020. April 2015 14 Smartphone Connections Across West Africa Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions 185m smartphones to be sold
  • 15. Smartphone Sales Increase Strongly in Nigeria Smartphone sales increased from 17% during 2013 to 25% in 2014, while phablets accounted for only 1% of sales. 83% 17% 0% 74% 25% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% MOBILEPHONE SMARTPHONE PHABLET HANDSET SALES BY TYPE Jan 13-Dec 13 Jan 14-Dec 14 April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 15 Source: GfK Handset Data 2013 - 2014
  • 16. Nigerians are spending slightly more on handsets The percentage of devices sold for less than $100 dollars has decreased in Nigeria from 85% in 2013 to 80% in 2014. 43% 42% 5% 6% 4% 42% 38% 8% 9% 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 15 - 30 USD 30 - 100 USD 100 - 200 USD 200 - 500 USD 500 USD NIGERIAN HANDSET SALES BY PRICE BRACKET Jan 13-Dec 13 Jan 14-Dec 14 April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 16 Source: GfK Handset Data 2013 - 2014
  • 17. Android Handset Market Share Almost Doubles Android handset market share has almost doubled from 9% to 17%, and now accounts for around 68% of all smartphones sold in Nigeria. 9% 17% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Jan 13-Dec 13 Jan 14-Dec 14 NIGERIA - ANDROID HANDSET MARKET SHARE April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 17 Source: GfK Handset Data 2013 - 2014
  • 18. OS - Nigeria Symbian has obviously declined, with the significant rise of Android devices June 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 18 0 0 0 0 0 1 1 2 3 4 6 10 10 11 19 22 28 32 38 41 0 10 20 30 40 50 60 70 80 90 Symbian Android BlackBerry OS Samsung Nokia Unknown Windows Phone iOS Unknown Other
  • 19. The technology mix in West Africa is still primarily 2G, but by 2020 3G should account for more than 50% of the active subscribers in West Africa. Heavy web and app experiences simply won’t work in Africa. April 2015 19 Technology Mix Across West Africa Source: GSMA Mobile Economy Sub-Saharan Africa 2014@HelloMobile All Rights Reserved Silverstone.Solutions
  • 20. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 20 Mobile internet has taken over from desktop internet in West Africa 0 10 20 30 40 50 60 70 80 90 100 Share of internet traffic - Ghana Desktop Mobile 0 10 20 30 40 50 60 70 80 90 100 Share of internet traffic - Côte d’Ivoire Desktop Mobile 0 10 20 30 40 50 60 70 80 90 100 Share of internet traffic - Nigeria Mobile Desktop Inflection Q4 2011 Inflection Q3 2013 Inflection Q4 2013
  • 21. According to the latest research by Pew among a few African countries, those that own a smartphone more likely to be younger, educate and English speaking. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 21 Younger, Educated and English-Speaking Africans More Likely to Own Smartphone Source: Pew Research Center
  • 22. In terms of cell phone activities, Nigerians are most active on social networks, and also use their devices frequently to get political news. East Africans are still far more likely to make and receive payments on their cell phones. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 22 Cellphone Activities Source: Pew Research Center
  • 25. @HelloMobile All Rights Reserved Silverstone.Solutions Time spent across devices each day According to Millward Brown, the global average time spent per day per device is 417 minutes, with the most time spent on a device being on a smartphone (147 minutes). Nigerian spend the most time globally on their smartphones, averaging 193 minutes! April 2015 25Source: Millward Brown AdReaction 2014
  • 26. @HelloMobile All Rights Reserved Silverstone.Solutions Marketing Receptivity In terms of marketing receptivity (favourability and attention) Nigerians are most receptive globally across all devices except only for on tablets, where Kenya are slightly more receptive. April 2015 26Source: Millward Brown AdReaction 2014
  • 27. @HelloMobile All Rights Reserved Silverstone.Solutions Advertising Opportunity By combining marketing receptivity and the amount of time spent per device, it is clear that Nigeria (and Kenya) are very good opportunities for marketers to target consumers, and through smartphones specifically. April 2015 27Source: Millward Brown AdReaction 2014
  • 28. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 28 Mobile Consumer – West Africa Age Education LocationGender Lifestage Demographic Indicators Interests HobbiesAttitudes Aspirations Campaign Behaviour Behavioural Indicators Overall Spend Voice Usage Data UsagePrepaid vs Contract Device Type Usage Indicators Who are they? How many – how big is the market? How do you reach them? What’s the opportunity for marketers?
  • 29. Age and Gender Through a new mobile insights platform called Flashpanel – we ran a survey among Ghanaian and Nigeria mobile web users. The sample is predominantly young and male. Operators and publishers who want to participate can get involved. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 29 4% 13% 17% 27% 16% 2% 2% 2% 8% 7% 0% 2% 0% 5% 10% 15% 20% 25% 30% 1: Under 18 2: 18 - 21 3: 22 - 24 4: 25 - 34 5: 35 - 44 6: 45 - 54 AGE & GENDER Male Female
  • 30. Cellphone Ownership April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 30 17% 11% 10% 20% 17% 10% 6% 3% 3% 3% 0% 5% 10% 15% 20% 25% 01 02 03 04 05 06 07 08 09 10 # OF CELLPHONES IN THE HOUSEHOLD The vast majority of our respondents are on prepaid, and the median number of cell phones per household is 4. 15% 85% CELL OWNERSHIP Postpaid (Contract) PrePaid
  • 31. Education & Occupation While 20% of the sample reported having no formal education yet, 40% had a university education. Most are either employed or currently studying. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 31 20% 5% 28% 7% 35% 5% 0% 10% 20% 30% 40% No formal education Primary Secondary (High School) Trade School / Technical College Undergraduate Degree Postgraduate Degree LEVEL OF EDUCATION 9% 28% 14% 4% 46% 0% 20% 40% 60% Business Owner Employed Full Time Employed Part Time Freelancer Not employed EMPLOYMENT STATUS 42% 12% 23% 14% 9% 0% 20% 40% 60% A full time tertiary student A Homemaker A scholar (primary or high school) Retired Unemployed NOT EMPLOYED REASON
  • 32. Income Levels Income levels across the sample are low, with 68% of respondents earning less than $200, while household income is generally less than $1000 per month. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 32 68% 13% 18% 11% 3% 3% 2% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% < $200 pm. $201 to $500 pm. $501 to $750 pm. $751 to $1,000 pm. $1,001 to $1,500 pm. $1,501 to $2,500 pm. $2,501 to $5,000 pm. > $5,000 pm. PERSONAL INCOME 35% 24% 17% 11% 2% 3% 3% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% < $200 pm. $201 to $500 pm. $501 to $750 pm. $751 to $1,000 pm. $1,001 to $1,500 pm. $1,501 to $2,500 pm. $2,501 to $5,000 pm. > $5,000 pm. HOUSEHOLD INCOME
  • 33. Appliances & Electronics in the Household April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 33 0% 50% 100% 150% Satellite Navigator Gaming Console Hi-fi Music Centre Digital Video Camera Tablet Home Theatre System iPod / MP3 Player Satellite TV / Dish Digital Camera DVD / Blue Ray Player Desktop / Laptop Television ELECTRONICS IN THE HOUSEHOLD Almost everyone interviewed had TV and a Fridge, while 78% also reported having a PC in their household. Washing machine, dryer and tablet PCs are less common. 0% 20% 40% 60% 80% Trash Compactor Solar Geyser Clothes Dryer Washing Machine Induction Cookers Vacuum Cleaner Home Security System Deep Freezer Air Conditioner Microwave Oven Water Heater / Geyser Refrigerator Kitchen Stove Fridge APPLIANCES IN THE HOUSEHOLD
  • 34. Cellphone Activities Almost everyone reported browsing the internet on their cell phones, while only 68% said that they do “Social networking” at least once a month. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CELLPHONE ACTIVITIES (AT LEAST MONTHLY) April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 34
  • 35. Cellphone App Usage In terms of applications, Social networking apps are the most popular, followed by chat / IM applications and games. 0% 10% 20% 30% 40% 50% 60% 70% 80% APPLICATION TYPE USAGE April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 35
  • 36. Application Usage 98% of users reported using Facebook, and 76% using Whatsapp, which shows that many consumers do not understand terms like “Social Networking” and “Instant Messaging” 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Xender Konga Jumia Candy Crush WeChat BBM 2GO Instagram Viber OLX Skype Twitter YouTube Facebook Messenger Gmail WhatsApp Facebook APPLICATION USAGE April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 36
  • 37. Other Media Usage Almost everyone interviewed watches TV, and most listen to the radio for under an hour a day. Over half said they read magazines for at least an hour a day. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 37 0% 10% 20% 30% 40% 0. None 1. Under 1 Hour 2. 1-2 Hours 3. 2-3 Hours 4. 3-4 Hours 5. More than 4 Hours TIME SPENT WATCHING TV 0% 10% 20% 30% 40% 0. None 1. Under 1 Hour 2. 1-2 Hours 3. 2-3 Hours 4. 3-4 Hours 5. More than 4 Hours TIME SPENT LISTENING TO THE RADIO 0% 10% 20% 30% 40% 0. None 1. Under 1 Hour 2. 1-2 Hours 3. 2-3 Hours 4. 3-4 Hours 5. More than 4 Hours TIME SPENT READING MAGAZINES
  • 38. Computer Ownership & Home Internet Most of the people we have interviewed so far have a computer (83%) and of those, 86% say they access the internet on that computer. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 38 17% 83% DO YOU HAVE A COMPUTER AT HOME? No Yes 14% 86% DO YOU HAVE ACCESS TO THE INTERNET ON THAT COMPUTER? No Yes
  • 39. Internet Access & Technology The primary means of internet access is through 3G wireless connectivity. Two thirds of people also say they access the internet at an internet café. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 39 0% 10% 20% 30% 40% 50% 60% 70% 3G Wireless (HSDPA) 4G Wireless (Wimax / LTE) ADSL Dial-Up HOME INTERNET CONNECTION TYPE 0% 10% 20% 30% 40% 50% 60% 70% Friends house Internet Café Place of study Work WHERE ELSE DO YOU ACCESS THE INTERNET?
  • 40. Internet Activities The most popular internet activity is to download music, while browsing the internet and sending email are the next most popular. 0% 10% 20% 30% 40% 50% 60% 70% 80% Read Magazine Articles Stream Music Blogging Online Shopping Banking Games IM/Chat Stream Video Educational Content Search Read News Articles Social Networking Email Browse Internet Download Music INTERNET ACTIVITIES – AT LEAST MONTHLY April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 40
  • 41. Consumer Attitudes (1) Almost all consumers agreed that they like to dress well, while three- quarters said that they prefer brands that care about the environment. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 41 53% 64% 70% 74% 77% 96% 0% 20% 40% 60% 80% 100% 120% I am more likely to buy brands I have seen advertised I keep up with what is going on in the world I like to keep up with technology I feel optimistic about my future I prefer brands that care about the environment I like to dress well CONSUMER ATTITUDES
  • 42. Consumer Attitudes (2) Most West African consumers say that being part of a community is important to them, while 25% said that they felt their were too many foreigners in the country. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 42 15% 25% 46% 54% 56% 60% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% A woman’s place is in the home, not at work There are too many foreigners in my country You need to be well educated to be successful Things were better in my country 10 years ago Crime is getting worse in my country My culture is being lost because of globalization Being part of a community is important to me CONSUMER ATTITUDES
  • 43. African Consumerism – the next billion!! Increasing spending power takes brands from the high street to the back street. A new kind of consumer is emerging: valuing presentation, branding and consistency
  • 44.  More Educated  More Confident and Secure  Live in Smaller Family Units  More than 50% of households with discretionary spending power by 2020  it’s a cash based economy – cars are bought cash – imagine what growth credit will allow April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 44 New Class of Consumer
  • 45. Brand Head-to-Heads Coke is the most popular cola, Nike is the top sport brand, Google is preferred to Microsoft’s brand, and there is not much between Apple, Microsoft and Samsung. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 45 COLA DRINKS Coke Pepsi SPORTSWEAR Adidas Nike Puma Reebok TECHNOLOGY Apple Microsoft Samsung INTERNET GIANTS Google Microsoft
  • 46. Brand Head-to-Heads West African appear to prefer McDonalds over KFC, Mercedes and BMWs over Audis, Toyotas are the top eastern car brand, and Canon is much more preferred to Nikon. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 46 FAST FOOD GIANTS KFC McDonalds GERMAN CARS Audi BMW Mercedes EASTERN CARS Honda Hyundai Kia Toyota CAMERA BRANDS Canon Nikon
  • 47. Brand Head-to-Heads West Africans prefer PlayStation over Xbox, Ferrari over Lamborghini, MasterCard over VISA and Total over Shell and BP. April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 47 GAMING CONSOLES Playstation Xbox SUPERCARS Ferrari Lamborghini CREDIT CARDS Mastercard Visa OIL COMPANIES BP Shell Total
  • 48. So how do you integrate mobile into the mix? April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 48
  • 49. In the Challenge lies the Opportunity… 1. How do you efficiently acquire new customers in South Africa and Africa? 2. How do you develop a relationship and engage customers outside of traditional media – leveraging activation, service, mobile and social channels seamlessly? 3. How do you retain customers, deliver value and build loyalty to combat churn – cost effectively? Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 49
  • 50. MaxAxion (a Silverstone group company), offers brand and marketing stakeholders the opportunity to reach their target audience with the best return on investment through programmatic, RTB and performance driven mobile media. Together we specialise in building and monetizing integrated ‘mobile first’ brand communities to develop meaningful relationships with your prospective, new and existing customers, employees or stakeholders. About Us Established in 1996, Silverstone is an award-winning Creative Interactive Solutions group with international credentials in the development of online and mobile communications, marketing and business solutions. Silverstone helps brands and organisations to connect and engage with their audiences across mobile, social and digital channels. Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 50
  • 51. We believe in a Strategic Approach 1. The Audience is Mobile, not just the device 2. Africa is Mobile First but all devices are not equal 3. Consumers are social 4. Campaigns drive engagement, and engagement builds relationships 5. “Always on” Relationships lead to conversions 6. Loyalty deserves Rewards and Rewards can come in different forms and funded in many ways Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 51
  • 52. Integrated multi-channel mixed media activation, engagement and response Mobile Call to Action Mobile and Digital Touch Points Mobile Messaging Mobile Media Mobile Rewards Lets go Multi-Channel Social Mobile… Localised campaign driven by mobile, social and web to drive consumer awareness, engagement and amplification. Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 52 Brand
  • 53. Mobile, Social & Digital Opportunity Provide a turnkey plug-in framework to support traditional and promotional marketing roll-out including: • Digital Touch Points • Traditional Media Amplification • Mobile and Social Media • Community Management with content and engagement marketing Support and amplify achievement of core objectives: 1. Improve & Strengthen Equity 2. Increased Awareness 3. Drive Brand Engagement 4. Drive Product Trial and Use 5. Create Demand and Educate Consumers about Services and Brand Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 53 Digital Touch Points • SMS Short Code • USSD • Mobile Web • Desktop Web • Social (FB + Twitter) • Promoter App Mobile & Social Media • Text & Voice Ads • Mobile Ads • Social Ads Traditional Media Amplification • SMS Call to Action • Flash Messaging • Promotion Tools Content and Engagement Marketing • Competitions & Promotions • Recipes & Interest Based Content • Community & CRM Communication • Trial and Buy Vouchers • User Generated Content Moderation • Audience and Content Management Brand
  • 54. Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 54 Build Relationships & Conversation … Go from Campaigns to Always On ProfileAcquire • ATL Media • Promotion • Digital • Pack/POS/ POP • Community • Social • Direct Comms Push and Pull Segment Engage • Special Content • Products • User Generated • Social • Comps • Utility Opt-in • Communication • Promotions • Special Interest • Using Cell/Email • Social Connect thru Twitter, Facebook and LinkedIn Promote (pull) SellRewardInfluence Inform & Entertain Conversation Campaign Always On • Campaigns / Themes • Products & Sales • Social, Activation & Events • Interest Content - Stories
  • 55. Strategic Media Execution & Mobile Integration Framework Word Of Mouth Allow them to tell someone and get rewarded •Gift •Refer / Invite •Rate / Review •Share / Tweet •Like / Follow Recruit ambassadors •Of Passions •Of Programmes •Of Brands •Of Channels Tell / Reward Mobile Coupons •Personalised Codes •Real-time Redemption Tracking •Discounts •Bundled Products •Triggered Rules Gift •Send a coupon to a Friend •Free Trial •Affinity Products Reward •Points •Airtime •Vouchers Trial / Buy Owned Media Properties Communities of Interest •Girls •Students •Professionals •Singles •Fashion & Beauty Fanatics •Newly Weds •Moms Virtual Brand Community •Opt-in Permission •Profiling •Re-targeting •Cross Selling Social CRM Engage Use Mobile media •Text Tags •Mxit (ZA) •Display with Device Targeting •Direct messaging •Social CRM •Voice In Stream •Media Partners •Tenancies •Sponsored Content Value Adding Content •Aligned to Passions, Aspirations, Interests & Needs Reach Add mobile call to action to traditional media •TV •Radio •OOH •On Pack •POS Build an Audience and Customer Database Integrate Touch Points Amplify TrialConsiderationAwareness Use Track & Measure 1> Add Mobile Touch Points: • SMS Short Code • USSD String • Mobile Site with Campaign Micro Sections (F/SD) • Mobilised Facebook App • Mxit Bot • Localised Web Micro Site • Rich Media Extensions 2> Add a Mobile Call to Action: Mobile Touch Points: • SMS Keyword to Short Code • Dial a USSD String • Go to Mobile Site • Go to Facebook • Follow Mxit Bot • Tweet @ or #tag • QR Code • Download App 3> Add Mobile Messaging: • SMS • MMS • USSD Push • Smart Message • App Push • Mobile Email • Direct Social Message • Social Post • Mobile Coupon 4> Add Mobile Media: • Text Tags • Mxit (ZA) • Display Ads with Device Targeting • Direct messaging • Social CRM Views Clicks Uniques Opt-ins Actions Vouchers Sales Share/Posts By &DSTV on Brand Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 55
  • 56. Delivers Integrated User Journeys Add … • Call 2 Action to traditional media • Mobile touch points for all types of mobile users • Brand Community mind set • Mobile media • Direct marketing to opted in DB • Vouchers to drive trial/buy in online and real world retail environments • Unique codes to product to verify purchase • Sales/Service Call Centre Integration to close the loop • Brand funded Smart Messaging as a ubiquitous companion and an alternative to channels like SMS, IVR and USSD Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 56 Facebook App Mxit Bot/App Welcome to the Community. 1> Register 2> Log a purchase 3> Get Vouchers 4> Gift Vouchers 5> Competitions 6> Contact us 7> T&Cs 8> Exit USSD *120*34747# USSD App Brand SMS 34747 Short Code Welcome to the Community. To continue please click here: http://lnq.in/bran d/12345 or dial *120*34747# SMS: Reply/Triggered Mobi Site Register Product Range Log a Purchase Get and Gift a Voucher Sponsorship Campaign Competitions Find an event near you Scan Mags QR Code Olay micro web (geo detection prevents e.g. vouchers to display in territories where not applicable) Register Product Range Log a Purchase Get and Gift a Voucher Tips and Tricks Competitions Find an event near you Follow Nedbank Sponsorship Campaign Interest Segment Soft Cost Call to Action on: • TV • Radio • Print • OOH • POS • Pack Paid Mobile Media: • Display with targeting • Apps Display • Apps Push • Text Tags • SMS/MMS/ Email Direct Marketing to Opted In DBs • CRM Messaging • Social Ads • In Stream Partner Media Triggered/CRM SMS Paid Digital Media: • Display • Rich Media • In Stream Partner Media • Social Ads Triggered/ CRMEmail Earned Media: Track & Measure Views Touch/Clicks Uniques Opt-ins Actions Vouchers Lead/ Sales Share/Posts By & Welcome to the Campaign. 1> Register 2> Log a purchase 3> Get Vouchers 4> Gift Vouchers 5> Competitions 6> Contact us 7> T&Cs 8> Exit IVR *120*34747# Voice (IVR) App Audio clip sent to user… Press 1 to engage AVM 34747 Audio Clip DB Call Centre Brand Brand
  • 57. OpenWRX… Integrated Brand and Publisher Community Engagement Platform Delivers… • Multi-Channel • Multi-purpose • Integrated Single point of management for: • Messaging • Content • Audience • Engagement • Social Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 57 Value Chain / Partner Brands Partners Channel … Core Brands …Brand Consumer Touch Points BrandSwitch Services • Engage • Discover • Contribute • Share • Request • Register • Manage • Subscribe • Redeem • Service • Earn/Burn • Learn Bearers • SMS • MMS • Email • RSS • USSD • Push • Post • @direct • #tags • … • .. Integrated Brand Community Management Platform BCEP Campaigns Audience Content Services Always On Interaction x Brand Engagement Switch
  • 58. Dec 2014 Commercial in Confidence. All Rights Reserved Silverstone.Solutions 58 2014 MMA Smarties Awards
  • 59. LumiaLiving.com A fresh mobile interest and lifestyle digital content network established in partnership with Microsoft Mobile Devices aka Nokia. It consists of a gateway app and extends into a network of associated mini-apps featuring collaborative multi-brand content, engagement mechanics and advertising messages. Community members register and opt-in once anywhere in the network and are organically profiled continuously to enable targeted content delivery and messaging. The scope of the LumiaLiving audience footprint extends across multiple digital channels such as mobile, social and email - it reaches countries in the Sub-Saharan Africa region. Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 59 secure local social always-on mobile first trusted aspirational fully managed
  • 60. Opportunities this Summer Adaptive – not responsive. Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 60
  • 61. Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 61 Example Micro Communities
  • 62. Oct 2014 Commercial in Confidence. Silverstone // Microsoft Mobile Confidential 62 Example Xbox Segment on LumiaLiving
  • 63. Lets go Multi-Channel Social Mobile… on DigicelMORE Localised campaigns driven by integrated mobile, social and web to an always on platform designed to drive consumer and value chain engagement and awareness. Apr-15 Commercial in Confidence. Silverstone // Digicel Confidential 63 advocacy So-Mo media unified audience Contextual content Contextual content Rich Engagement Behavioural profiling Surveys Loyalty and Rewards Triggered Messaging Integrated Campaigns
  • 64. Requires a unified identity layer with multi-channel communication & Multi-dimensional profiling and segmentation Apr-15 Commercial in Confidence. Silverstone // Digicel Confidential 64 Integrated Audience Profiling and Segmentation Geographic •Provinces •Regions / Cities •Suburbs / Postal Codes •Urban / Rural •Climate •Proximity Demographic •Gender •Age •Education •Occupation •Income •Marital status •Household size •Ethnicity •Phone Type Psychographic •Personality traits •Attitudes •Beliefs •Values •Lifestyles •Life Stage •Phone Type Behavioral •Usage situations •Usage frequency •Benefits sought •Loyalty level •Buying responses •Propensity Models Segmentation / Community Interest Groups Passions Interests Aspirations Needs Location Social Context Preferences
  • 65. Tweet #MobileRocks @HelloMobile to get the presentation… Operators and Publishers get involved to profile the West African mobile Consumer… April 2015 @HelloMobile All Rights Reserved Silverstone.Solutions 65