Mobile Application Development-Components and Layouts
#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
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