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5. The Vodacom Mobile Media Landscape
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The mobile phone has become central to ‘YOU’
An extension of personality
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Our challenge is to reach out & speak to consumers as individuals
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Create a dialogue
Allow consumers to respond
Always be relevant
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So how can Vodacom Mobile Media help?
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We know the rules!
• Consumer Protection Act
• Direct Marketing
• WASPA Code of Conduct
• ASA
• Protection of Information Act
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We’re the biggest local player
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We have a strategic approach to mobile
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We deliver the 5 R’s
• Reach• Relevance• Response• Rewards• Reporting
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Our products acknowledge
privacypermissionpreference
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Our product
Right to refuse direct marketing
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Please Call Me
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What is it ?
Sender sends a free Please Call Me sms to recipient
Your text ad with optional call to action is tagged to this message
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Who can you target through Please Call Me?
Receivers Senders
Nearly all employed Most are employed
Earn between R7,000 and R11,999 pm
Earn between R2,500 and R6,999 pm
Grade 12, a few have further education / college and/or associated degree / diploma
Grade 12, a few have some further education / college
Majority aged 25–29 years Majority aged 25–29 years
Home languages spoken are diverse
Home languages spoken are diverse
Reside across the country, slightly more in Gauteng
Reside across the country, slightly more in Gauteng
Married, single / never married,living together/ partnership
Single / never married, some are married
One child on average One child on average
Black and some white Predominantly black
> Male / < Female > Female / < Male
Receivers Senders
17% no internet access 43% no internet access
63% do internet banking 10% do internet banking
53% have a credit card 8% have a credit card
44% own property 17% own property
67.6% 25.8%
19-29 30-44
2.6% 4%
45-59 Other
Age
Home Language
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What’s possible with Please Call Me?
Reach Relevance Response Rewards Creative
• 12m senders / receivers per day
• 60% receivers• 35 million ads
delivered daily• 1 billion ads
delivered monthly
• Target via location and handset
• SMS• WAP• Promo Caller• USSD• Survey
• Airtime• Content
voucher
• Text only
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PromoCaller
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Who can you target with Promo caller ?
PromoCaller
Your Database
OurOpt-inusers
By filters:demographics,
location, handset, language,
Mobile Operating system, employment status, marital status,
children
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What is it ?
Click to play
• an automated voice service that makes pre-recorded outbound calls
• use voice artist/celeb
• English/Afrikaans/ vernacular
• to any mobile user on any mobile network in SA
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What’s possible with Promo Caller?
Reach Relevance Response Rewards Creative
• As per client database
• VMM opt-in database
• System can handle up to 100 000 calls per day
• Promotions• Informational
messages• Lead generation• Surveys• Financial services
(new customers, defaulters)
• Interactive response via IVR
• Detailed reporting 24 hours later
• Airtime• Retail
voucher• Content
voucher
• Standard voice• Celebrity voice
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AdMePermission–based marketing
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And you can enter into dialogue if you target our Vodacom Adme opt-in database • it allows you to only send messages
only to users who have opted in to receive them
• it enables intelligent profiling, so your database is not just a list of names and numbers
• you can personalize the messages you send, whether through text or images
• recipients can respond directly to you
• ongoing dialogue with them will help you build their preference profile
• if you get this right, over time you can build a community
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Age
Gender
Home Language
Marital Status
LSM
Location
Handsetoperating system
Handsetmanufacturer
Select from the following filters to reach your target market
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SMS/MMS dialogue options
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Campaign types
Text Push
Create awareness with160 characters and a call-to-action
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Campaign types
Text Dialogue
Engage your customers with interactive messaging at no cost to them*
*Terms and Conditions apply
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Campaign types
Rich Push
Make an impact with a full screen image and up to 500 characters (MMS)
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Campaign types
Rich Dialogue
Send a follow up MMS that engages the user beyond text
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Value for the marketer
• Engagement levels
• Leads generated
• Conversion rates
These are the key attributes that make mobile unique & different to traditional media
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Vodafone live!Mobile internet
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Who can you target with Vlive?
Post-paid Pre-paid
Afrikaans (37%), English (26%), and Sesotho (14%)
Afrikaans (25%), Zulu (23%), English (15%), Setswana (13%)
Average age: 32 Average age: 29
Married (58%) or Single (34%) Single (58%) or Married (40%)
Completed school (44%), Associate degree (31%), few Further education college (17%)
Completed school (50%), Associate degree (16%)
White (58%)Black (36%)
Black (60%)White (33%)
Average monthly income: R7 000 – R11 999
Average monthly income: R7 000 – R11 999
Fulltime employed (79%) Students/scholar (8%) Housewives (8%)
Fulltime employed (70%) and some Student/scholar (21%)
Annual Household income: R50 000 - R100 000
Annual Household income: R50 000 - R100 000
Own home (56%) Do not own Home (36%)Live with parents (32%)
Live in Detached / Free standing home
Live in Detached / Free standing home
Phychographic Profile
Post-paid Pre-paid
77% look up information i.e. News, sports results – mostly Once a week
81% access to Purchase and download Full tracks – mostly Once a month
68% purchase and download Full tracks – mostly once a month
58% look up information i.e. News, sports results – mostly Once or 2-3 times a week
45% access just to browse/ have a look around – mostly Once a week or Daily
55% access just to browse/ have a look around – mostly Once a week or Daily
Postpaid users access more frequently than the prepaid users
50% look for Entertainment News – mostly 2-3 times a week
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What is it ?
• A content portal • Exclusive to Vodacom
customers• Mobile fun• News & Weather• Home & Search
Mobile
• Entertainment• Travel & Location• My Services• Sport
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What’s possible with Vlive?
Reach Relevance Response Rewards Creative
• 55 million Page Impressions per month
• 3.9 million Unique Users per month
• Target via location, handset manufacturer, handset model, contract, prepaid
• Click to: mobisite, call, SMS, Facebook, location look-up
• Airtime• Content
voucher
• Animated banner
• Splash screen• Interactive
banner
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Zoopy
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Who can you target through Zoopy?
Jan 2011 Apr 2011
Uniques 229,839 302,771
Pageviews 554,004 784,640
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What is it and what’s possible?
The new Zoopy is
a mobile video tabloid
Features international and
local entertainment,
news & sport
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Zoopy - Demographics
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What’s possible with Zoopy?
Your text ad with optional call to action is tagged to this message
Reach Relevance Response Rewards Creative
• 300,000 unique users per month
• Target via location, handset behaviour, ARPU, contract/prepaid app
• Click to: mobisite, call, SMS, Facebook, location, video
• Airtime• Retail
voucher• Content
voucher• Points
• Animated banner• Rich media
banner• Interactive
banner• Video pre-roll• Video channel
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What can we do for you?
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EmailMobi WebPhone
Thank you
Name Surname
mobileadvertising@vodacom.co.zawww.vomocom.mewww.vodacommobilemedia.co.zaxxxxx