Mobilising The Web

I am here to talk about...

Mobile Marketing:The Next ‘Big Thing’

We expect WAP-based advertising to be the largest category for mobile

advertising spend in the short-term.

- Pyramid Research, 2006

We project that marketers will spend $14.4 billion in 2011 to serve ads into

various forms of mobile media, up from $1.4 billion this year.

- Strategy Analytics, 2007

Total mobile phone retail revenues will reach $180.9 billion by 2012.

- Informa Telecoms & Media, 2008

Global mobile penetration will reach 75% by 2011.

- Portio Research, 2007

Yawn, heard it all before...You smell like berries!!!

2D Barcodes explained• Invented in Japan for inventory tracking (‘94)• 2D codes store data in 2 dimensions• Shapes differ from traditional 1D codes (square)• Allows for more data eg. URLs to be stored • Error-correction built-in to assist accuracy• Various ‘symbologies’ on the market

Colorized QRShotCodeColorCodeDatamatrixmCodeQR Code

1. Camera Phone2. 2D Barcode reader software3. WAP/3G Connection4. At least 1 steady hand

Pre-Requisites

More than just random dots:QR Codes in the wild

Inve

ntor

y

Stat

iona

ry

Packaging

Food

Billboards

Billi

ng o

r “Bi

g Br

othe

r”

GPS Bus Schedule

Clothing

Chopsticks?

Virtual Meets Real:The Semapedia Project

Introducing TimesCode:Cross-platform advertising

Phuzekhemisi Shouting:

"Niyabasaba Na? (Are you afraid of them?)

The crowd or impi Responds:

"Hhayi Asibasabi Siyabafuna" (No, we aren't bring them on)

Kennedy Tsimba first verse:

Stand Up And Fight Now

Stand Up And Stomp Your Feet

Stand Up And Fight Now

Stand Up, Stand Up

I Got Everything That I need

The Sky Above My Head

The Soil By My Feet

And It's Our Country

It's My Home

And I Know You'll Try And Intimidate Me

You'll Try And Scare Me

Show Me The Reason Why I Should Be

But I Don't See I got My People's Pride

Inside Of Me My Father's Legacy

Phuzekhemisi and the crowd chorus:

We Sizwe Sakithi (calling to our nation)

Akekho Umuntu ongathatha thina Sesahlangana (none can touch us we are now united)

Akekho Umuntu Ongathinta Thina Singama-Africa (none can touch us we are Africans)

Words to ‘Sesihlangene’

Yes, yes but has it worked?Well...

0

1,375

2,750

4,125

5,500

Campa

ign 1

Campa

ign 2

Campa

ign 3

Reader RequestsCompetition Entries

Past 3 TimesCode Campaigns

1. Convenience2. Instant-gratification3. Highly recognisable4. Innovative & fun5. Bridges print-mobile divide6. Triggers different events7. Works well with SMS8. Helps to Build powerful databases 9. Measurable

Advantages

Barriers to Entry1. Education2. Technology hasn’t hit mainstream in SA3. Software doesn’t support all handsets 4. Mobile data costs still prohibitive5. Business models tricky to define

And finally:For those PSB fans...

Pet Shop Boys - Integral

The End:Questions?