Random facts about Mobile

InMobi_Network_Research_Infographic_Africa_AprilThey say that mobile will revolutionize the way we gather and interact with information by 2015.That mobile is big is no longer in question. Its no longer the next best thing, its actually THE THING. As we continue our info graphics lessons, here are some interesting facts about mobile, to get you thinking about the possibilities.

1. We don’t share phones even with our Spouses!

2. Information is always available 24/7 even when idle

3. By 2013 Mobile phones will overtake PCs as the most common web access device WORLDWIDE!

4. 7 out of 10 people sleep with their phones within reach

5. Twice as many people have phones than they do credit cards

6. Smart phone sales will surpass computer sales by 2013

7. Mobile phones will become the dominant platform for listening to music by 2020.

two years ago social media,the power of mobility and connectedness was used to overthrow some very powerful dictators,i.e Tunisia, Egypt. Mobile payments have now entered their disruptive phase- consumers have already adopted the new thinking, that you can pay for services via your phone.

If mobile isn’t already a part of your marketing or customer acquisition strategy then it should be.

Considering mobile (web) marketing in Kenya and/or Africa? 6 things you need to know.

Its great to see industry heavyweights catching up to the potential of this market.

Stumbled upon a nice post, by Moses who recently joined Inmobi. His recent post could essentially have been taken from my old notes!… We are talking the same things.

The opportunities for mobile in this market are big enough that two of the largest mobile advertising companies have set up shop here, Google(Admob) and Inmobi.

So read on and enjoy..

Considering mobile (web) marketing in Kenya and/or Africa? 6 things you need to know..

Mobile revolution: Fundraising

Mobile marketers predicted that 2011 would be the year mobile payments enter their disruptive phase in our region. I wasn’t clear then how true that would be, and in the most unlikely of places. Using mobile and social media the Kenyans for Kenya Initiative reached their target 1BN Kenya Shillings. Kenyans for Kenya, chaired by Safaricom chief executive Bob Collymore, was billed as the most successful humanitarian initiative in this country, raising Sh500 million in the first two weeks.

In Haiti, the Red Cross identified a need to use mobile and social technology to give the public a more involved role in disaster response, empowering people to report specific needs and helping aid agencies gather real-time data for response decision-making.

The personal and immediate nature of mobile establishes it as one of the most effective channels for engaging new donors who trend younger, raising money and providing transparency to donors on how their donations are being used. Whereas TEXT2DONATE campaigns are more effective in other regions, for Kenya, fundraising was through the mobile payments service MPESA. Funds were remitted directly to the Kenya Red Cross Paybill number at no extra costs charged to the end –user.

Mobile is not only effective as a transactions platform itself, but as a traffic driver.

So far in this year alone, we have seen dictators overthrown using mobile and social media, following the Tunisian Revolt, and the Egyptian Uprising. Recent riots in the UK were attributed to BBM( Black Berry Messenger )for ease of communicating by the riot organizers.

By 2013 Mobile phones will overtake PCs as the most common web access device worldwide. If that does not startle you then this will, the growth rate of the smart phone market is set to be more than 4 times the rate of the overall mobile phone market. Smartphone sales are estimated to surpass computer sales in 2012.

What’s your Mobile Strategy for 2011?

2010 can un-disputedly be defined as the year of  the mobile. Now its come and gone and you still haven’t figured out this mobile thing. You can’t understand the hype,  but you attempted to win a Range Rover, win 50 million , win a Vitz,  talked to radio presenters about your marital woes, and waited for the  elusive million bob call from your mobile network, all via your mobile phone.

Now it’s not too late to make sense of it all. If anything,  this year has taught us  that the market is still young, still underutilized and you still have the potential to win at the mobile game. But, you  must have a mobile strategy. You can’t blindly copy what others are doing, unless you know why they are doing it.

If you did not  get any lessons or tips  from watching Kencell- Celtel-Zain,-Airtel  morph, then learn this,  that you have to have a plan. And a good plan. Not a reaction to what the others are doing, but a plan to achieve your fundamental goals. Have these goals clearly defined. Are they profit, customer acquisition, or service delivery?

Your mobile strategy will help you determine the customer journey. The customer journey is the most important of all your goals, because if you get it right, then you can achieve all your other goals.  Mobile is  the opportunity for brands to communicate directly with customers. It’s a very addressable channel, and the always on nature of it means customers are always reachable.

What should your strategy look like?

First determine what your ideal channels are going to be.  Take SMS for example;

SMS is really the simplest and the best medium for reaching customers.  It is said that 90% of text messages are read within 3 minutes of delivery and the recipients eventually read more than 99% of all text messages. Messaging is still a legitimate medium to communicate with a mass audience.   The immediacy of SMS makes it an ideal channel for brands to communicate with their customers. Take Radio for example, it is the perfect medium for text because it allows users to be than much more connected to their favourite stations.

For other brands, SMS capitalizes on the opted-in database ,like  information service subscriptions( 6667 nation mobile, 411 on Safaricom) to establish an ongoing relationship with the customer. Subscription services like these rely on the information being highly relevant to the person and at that very moment. These are context aware. Contextualizing the service to suit the audience, helps to create multiple channels that will deliver instant value to the end user.

A large part of your mobile strategy will really be about defining your customer’s experiences. User experiences for mobile are like science you can’t afford to get it wrong.  It is about getting into the daily lives of your targets and how they unfold and determining the best point of interaction.

The second part of your strategy is in profiling your customer.

What do they like? When do they like to receive it? What are their consumption habits? You can’t do this randomly or assume that you know your audience. Take for example a simple information subscription service like Horoscope. If I subscribe to the idea that the stars determine the outcome of my day, then it makes no sense to send me a horoscope alert in the afternoon. Say Breaking News, it implies I want to receive the news when it breaks, before every one else. It beats logic, for you to send a news item after I have watched it on the news.

Your next step is to determine what your brand perception is going to be. How you will raise awareness and associations. You have to do your research, and think of ways to use mobile to influence the target at the moment of the purchase decision.  You want the end user to associate your brand with a mobile experience, not just a promo code that can be copied by the competition. The reason for the proliferation of promotional SMS campaigns is research on the market that says, the Kenyan audience will respond to the idea of a better life by simply SMS’ing their name to a short code!

While this may work in the short-term for quick money gains, you don’t want your brand to be associated with a scheme just to fleece customers. Take mobile banking for example. You don’t think of Barclays Hello Money by their interactive code, or KCB connect by the code *522#, but for a customer they know what the brand value communicates you simply access the service via your mobile phone. The brand is perceived as convenient, and has established an anytime, anywhere transaction culture.

I end this with a quote, whose author I cant remember, but simply put, “If you are not winning, you need to change your strategy. If you didn’t have a strategy, you should get one.”

Why Mobile is the Final Frontier

Research suggest that mobile usage has become even more pervasive with the  number of worldwide subscriptions to wireless services expected to reach 5Bn in September. That makes up to about approximately 74.45 of the world’s population.  The mobile phone is not just an extension of our persona, but  95 %  of people are said to be within 3 feet of their phone  24 hours a day, it only makes sense for brands to utilize this frontier in marketing.

Mobile marketing and advertising can be used to effectively reach any audience  with  a targeted message at the right time and place. SMS alerts with offers and and discount coupons are becoming an increasingly new way to drive brand consideration and raise the intent to purchase by consumers for your products

With mobile you can target your audience based on a variety of criterion:

  • Demographically
  • Gender
  • Age
  • Income
  • Geographically
  • Handset type
  • Time period, that is day, week, month

Is mobile the final frontier of mediums to use for reaching target audiences ? Why don’t you let your next  mobile marketing campaign answer that!

Lipuka revolution for Mpesa Dstv payments

Mobile analysts the world over predicted that 2010 would be the year that mobile banking and payments would grow exponentially. Berg insight, market research predicted that mobile would account for 11.7% of the total digital spend by 2014.

Mobile banking and payments would continue to give global access to  under banked and un banked customers.  Mobile banking is a useful tool that people take advantage of in their daily lives, and has proved to local banks to be a sticky service that increases customer satisfaction.  In Kenya, mobile payments have already impacted the banking industry with M-Pesa’s runaway success on electronic funds transfer area of payments.

This week will see the launch of M-pesa Dstv payments facilitated by leading PRS firm Cellulant Kenya Ltd under their payments brand Lipuka. Cellulant known for its revolutionary ideas and innovations created a multifaceted solution for Multichoice and M-pesa using their commerce 360 solution. Commerce 360 brings under one ecosystem, banks, utilities, merchants, mobile networks and on the other hand the consumer.

Commerce 360 allows  end users to create a  mobile wallet. A  360 mobile wallet, for mobile banking, utility payments, content billing and mobile money transfers. So what is so revolutionary about Dstv taking up M-Pesa payments through Lipuka ?

The proposition that Lipuka provides the customer is not only payments across multiple wallets, but real time settlements and reconciliations for all parties. Cellulant has integrated with  Multichoice Africa to allow customers who pay via banks or M-Pesa, real time reconnection. What that means is that every time you pay for Dstv via M-Pesa or your bank account, you don’t have to call  Multichoice to be reconnected! For Multichoice Kenya, every time an M-pesa or bank payment happens, they do not have to take up all the received payments and then manually start to update their records. Commerce 360 does both, real time reconnection and reconciliation.

What i like about this, is that it all started with a mobile proposition. The brief to product design teams at Cellulant was a user experience designed for convenience . The back end of Lipuka is to ensure that the payment reaches the business and the user does not need to follow up to ensure that services are active. This not only happens for the Mpesa payments but for all bank payments that will come on board for improved user access.

This not only improves Multichoice collections, but it eases queues at their offices, for customers who like to make last minute payments. The services goes the extra mile that Mpesa could not, it facilitates service provision to the customer.

Mobile commerce is already taking root in this market, and it will be exciting to see what these players bring to the market in the coming months as the product evolves to suit consumer needs and behavior.

Has makmende died a sudden and irrevocable death ?

Indulge me for a minute as a I carry this thought forward.

Props to the creators. Brilliant concept, innovative content, poor execution. The hype was surreal, just writing about it gives me goose bumps on the myriad of possibilities that Makmende could have had on various consumer channels. Makmende’s sudden death from the blogosphere and media attention proves one thing, that the customer is mobile.

His creators did not understand the consumers’ mobile lifestyle. If they had, they would have quickly piggybacked on the blogs and media attention to give the consumers a compelling local content offering. The mobile consumer is characterized by short attention spans, so communication must be high impact with a call to action if it is to be remembered. 40,000 fans on Facebook is not a small feat to achieve. The community was not only willing to consume the Makmende brand, but created the most interesting user generated content on the Makmende quotes.

There is a huge demand for local mobile content, with the large number of internet users accessing the internet from their mobile phones. The question is no longer whether you should have a website and a mobile site?  It becomes, what content will users find valuable to interact with on their phone rather than on their PC?

The difference on creating content for web vs. for the mobile is defined by the user’s expectations. On the mobile web, the content is more linear, simple, quick and by definition transactional. Developing for mobile gives content owners a monetization platform that is unparalleled on any other channel.

Mobile bridges the gap between branding and response. It outlines who your audience is, and how they will interact with your content. It elicits the direct response that all brand campaigns need.

JAB failed to capitalize on a market that was already switched on to their content offering. Given the right campaign metrics, their digital campaign should have incorporated mobile with the content offerings such as:

  • A Makmende wap site that offers their music for downloads
  • Makmende videos for download
  • Makmende wallpapers
  • Ringtones
  • Ring back tones
  • True tones
  • Makmende mobisodes( which would have been a first in this market)
  • Makmende updates or SMS alerts based on UGC content provided by the community

I think Makmende failed  in getting the mobile revolution. The poor turn out on their latest efforts at creating a Makmende episode proves it. The mobile market understands the consumer mind set and the battle for the consumer’s mindshare will not be won only on having content, but on how you position that content, with compelling and seamless user experiences.

My take home: Ignore Mobile and Perish…

creating a mobile marketing strategy

Why mobile marketing?

Mobile allows you to develop highly targeted campaigns with minimum wastage. As a medium it delivers performance on interaction and conversion, which impacts the brand. It  basically allows you to engage with your target audience wherever they go

The mobile channel offers a reach never seen before by any other medium. More people have mobile phones than landlines, mobile penetration is greater than TV, home internet access and personal computers. The mobile is ideally suited to bridging the gap between creating brand awareness and getting a response. It will not only help to  raise awareness, it also elicits a direct response.

How do you create a mobile marketing strategy ?

This involves  integrating  mobile into the your marketing mix to not only increase brand awareness, but also generate sales leads. Key mobile channels would be:

  • mobile search
  • mobile advertising
  • mobile promotions or polls
  • alert notifications
  • mobile web(wap)

Using mobile in the mix, advertisers go beyond exposure and ad recall and add a new dimension;  they create above-the-line advertising, provide instant and creative responses to sales promotions and can virtually deliver direct marketing messages to consumers  that are actually read.

Mobile advertising refers to display advertising, inserted usually in the stream of various mobile media. It could be wap sites, videos, games or music that are consumed by customers using their handsets. There is a unique depth to the interaction between a customer and their mobile phones,which provides advertisers an opportunity to build more meaningful brand interactions and relationships.

If you don’t have a mobile marketing strategy, get one. Integrate a single or multiple channel in all your marketing or advertising campaigns.  Identify key channels for strategic consideration, depending on your target audience, and consider other factors such as handset capability.

there is gold in them thar hills

The mobile opportunity is bigger than this blog can even begin to dissect.  The aim of this blog is not just to point you in the direction to prospect for gold, but its actually me trying to work out what mobile service to strike the mother load with.

Why do i say that ?

Think internet in the  80’s. When it became a reality, and everyone was scrambling for a piece of it, but no one could have imagined the scope, or the fact that no one owns the internet. Think TV in the 70’s. VOK, to KBC to Royal Media now on to digital broadcasting. Think about the evolution of media.

The internet proved to be beyond our wildest imagination. Its only becoming more clear in our market as we get connectivity to the villagers, that we cannot follow the global trends.  Mobile is not the internet re-packaged. Thats where most of us go wrong. we think, i can do this on internet, so why not translate to the mobile the same. Eink… wrong. The mobile phone is currently the secondary source of all internet connections outside of the office. The demand is going to be for more mobile based browsing.

The ubiquitous nature of the mobile phone makes context awareness, user experiences and credibility the key factors of mobile success.  These are the back bone of mobile commerce; convenience and trust. Users must be able to access your services right now, when they need it. There must be integrity of process, in that they can trust their transactions will be safe. 88% of Kenyans would like to buy goods online and pay using mobile money transfer service.

What are the top mobile predictions for 2010:

1. Mobile Network Operators(MNOS) will prioritize content downloads to mitigate losses from declining ARPU( Average  Revenue Per User)

2.Mobile Advertising to set foot on the market, mainly predicted to be World Cup 2010 driven

3.Mobile commerce:  mobile payments and money transfers to be key growth drivers

4. Local content will carry the day

5. Smartphones will become cheaper, thus the need to develop local apps to service the growing market.

retail to mobile II

The mobile medium is  retails best tool for customer acquisition, profiling and retention.How does a retail business practically engage the mobile consumer ? Are their examples of such businesses that have a marketing strategy that is mobile ? Should they have a mobile marketing strategy ?

No, its not a rhetorical question! The mobile phone is not only personal, but is being personalized even more thereby creating an opportunity for unique, individual and personal marketing campaigns. Smart retail marketing campaigns must include a mobile strategy by adding SMS short codes, creating mobile sites to complement existing online stores, and perhaps in the future of our market creating applications that offer a unique shopping experience.

When developing a mobile campaign, key to its success is providing multiple entry points into the campaign and allow products to access a larger audience. For a market like ours opportunities lie in using, Voice, SMS , USSD and WAP.

SMS marketing and Mobile Web.

Mobile marketing has to evolve from the use bulk sms to a random list, to using targeted listings,  banner ads and click to buy options that enable direct retail. Shortcode campaigns are high on context awareness and relevancy, as they tap into the mobiles unique features of convenience and ability to deliver timely messages.

Sending a keyword to a short code is the main method used in SMS campaigns. You can SMS to opt-in or subscribe to a message delivery service, or you can SMS and Opt-in to a competition. its the best opt-in mechanism as all phones can accept and send SMS. This medium makes sense due to its immediacy and ability to target to the individual. SMS is also an easy service to use.

Benefits of an SMS campaign would be:

  • acquire customers
  • improve customer loyalty
  • build your brand
  • drive sales

You can use multiple keywords to segment customers . A text to opt-in method allows you to collect data on your customer that you would otherwise have not had. Segmenting your customers into user profiles, allows you to create products that are relevant to them.  Use of a text campaign should focus on building a database for future re-marketing. Case in point KTN’s text to win a car campaign. Employs the various strategies of using separate keywords for different TV shows, thus acquiring a customer profile for each of the shows running the campaign.

Mobile web offers the consumer the opportunity to view timely offers on the go. The goal for a retail mobile strategy is to allow users to engage & interact with content how they want, and when they want. The mobile web can and will act as a mini portable store, this brings the concept of going to your customer to life.

The goal for any mobile strategy is to ensure that the customer is at the center of all communications. The mobile retail market will move from primarily a digital content sales channel such as ringtones, games etc to a rich ecosystem of mobile commerce platforms selling goods and services outside of the mobile environment

Glossary of terms:

USSD-USSD (Unstructured Supplementary Service Data) is a technology used by the network to send information (usually text menus) between a mobile phone and an application on the network. USSD will allow you to request information in short codes (starting with * and ending with #), or via your phone i.e *144# for  checking your airtime