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African Mobile Platform
Presented by: Pierre van der Hoven,
@PierrevdHoven
www.tuluntulu.com
Tuluntulu Vision
Distribu.on
Leading App in Africa
(app installs )
Content
Leading Content Offering
Tuluntulu
Adver.sing / Data / Engagement / PlaBorm
Customers / Target Market
• African Content App: Streaming TV, Radio, Downloads • Mobile: – Africa: 350 -‐ 400 million Smartphone's (iOS & Android)
• Demographics – All: Each channel has different content aimed at different audience – Global: IP so can accessed anywhere
Tuluntulu video streaming service & Model
Problem & Solu.on
• Global truth: – People want to access African video content on mobile (smart) devices
• Problem: – Most services are SVoD (Subscrip.on / paid for services) – Most streaming only operate online, few on mobile then only on 3G / 4G or Wi-‐Fi – Billions of mobile connec.ons are NOT on Wifi or 3G (“last mile” in Africa) – Currently excluded from video services
• Solu0on: – Tuluntulu is free to download, free to use, data costs on mobile connec.ons – Tuluntulu streaming works on low bandwidth (EDGE) or congested networks
• Opportunity: – Add massive scale to mobile content distribu.on in Africa (developing world) – Pan-‐African Adver.sing plaBorm-‐ connected device
How TV Streaming Works
Streaming Interface
Viewing Analy.cs since launch ( to 20 May 2015)
• Total downloads 135,000 • Ac.ve Users 135,000 • Sessions 750,000 • Screen views (total) 3,650,000 • Returning users 81%
• Regional Split: – RSA: 30% – West Africa: 33% – East Africa: 15%
How TV Streaming works video
Consumer Need
§ I want “TV” on my smart phone or tablet (Android, iOS)
§ I want it to work anywhere (no breaking, no buffering, not just 3G) § I want content I can relate to (emo.onal connec.on, local)
§ I want it to be easy to access (single app, many channels, simple play & UI)
§ I want it to be free (free app download, no subs) § I want it to be cheap to use (low data, accessible via Wi-‐Fi)
§ I want to use Wi-‐Fi (free, at work, in restaurants, Samsung, Isizwe etc.)
§ I want to share and interact (social media, twiher)
§ I do not want to pay to “test” it § I do not want to be excluded because I do not have a credit card § I do not want to be prevented from using Wi-‐Fi
Distribu.on (Consumer)
• Mission: To be the leading distributor of African content • Big idea: – Africa mobile first con.nent, explosive growth, video content set to grow 20 fold
– App UI is crucial: personalized, shareable, linked to social media – Push marke.ng: Integrated data base (App, SM, Online)
• Progress: – Growing app installs (RSA 33%, West Africa 30%, East Africa 25%) – 80% returning users
• Drivers: App marke.ng, UI, Content, Social Media interac.on
Broadcaster / Content owner Need
• I want a plaBorm that delivers audiences (downloads, usage)
• I want detailed analy.cs (in total & per channel, linear & app) • I want a a reliable plaBorm with tech that works in Africa
• I want a Social Media / IM front end (interac.on)
• I want to be able to deliver messaging & adver.sing
• I want assistance with revenue genera.on • I want assistance with distribu.on & packaging • In future I want a digital dividend: mobile, subscrip.on, Freemium, product sales, research, social media, transac.ons
Content
• Mission: To be the leading distributor of African content • Big idea: – Quality, relevant African content – Reach & Mone.za.on is crucial for content owners
• Progress to date: – 14 x 24/7 streaming channels – Developing radio streaming and downloads capabili.es
• Drivers: – Reach, – Analy.cs – Mone.za.on
Adver.sing / Media industry
• Adver.sing industry needs: – I want large audience number (scale)
– I want analy.cs (downloads, viewers, plaBorm & channel)
– I want to be able to segment audiences (demographics, habits etc.)
– I want a simple buying process (one stop shop)
– I want to reach across Africa (Pan African plaBorm)
– I want certainty that my content has been flighted
– I want to understand the channel brand & content – I want to play in the mobile space (content marke.ng)
– I want to interact (social media)
– I want to connect (transact, engage, sell, survey, promote etc.)
PlaBorm
• Mission: To be the leading credible adver.sing plaBorm in Africa • Big idea: – Eyes = Revenue – Audience usage and engagement analy.cs are crucial to selling – Connected devices provide excellent analy.cs – Data is key: Quan.ta.ve and qualita.ve – Sales partners / opera.ons must be effec.ve & efficient – Pan African plaBorm
• Progress to date: – Analy.cs: Google Analy.cs, Data within App. – Data gathering: App, Website, Social Media – Sales House appointed
• Drivers: Systems, App development, Sales capabili.es
Tuluntulu Channels (Launch)
Tuluntulu Channels (Launch)
Mobile Outdoor
Afridocs
Fleur TV
New Channels (Since launch)
Deutsche Welle represents Germany in the interna.onal media landscape with a full range of television, radio and online services.
Nolly4U is a 24 hours Nigerian Movie channel. The films are free and easy to access on our Nolly4U channel. Films made in Africa, by Africans, for Africans.
Mafrik is a 24 hour West-‐African music video channel.
The Voice of America (VOA), a dynamic mul.media broadcaster funded by the U.S. Government, broadcasts accurate, balanced, and comprehensive news and informa.on to an interna.onal audience
Elev8tv is a religious channel which features sermons, conferences and prayers from various Chris.an church denomina.ons.
Growth Market
• Video streaming globally is exploding: (Ooyala research) • Mobile, Video, Africa: Growth market (research available) • Africa: First device, single app strategy (Home for African content) • Smartphone penetra.on & data cost decreasing • Wifi penetra.on increasing • Tuluntulu’s “Free” model is unique in industry, Pay as you go or FREE • Usage Costs: mobile data cost / hour – 100 mb / hour or less (data package?),
• 100% free on Wi-‐Fi, availability, penetra.on & usage growing
Business Models / Mone.sa.on
• Distribu.on (Reach): – Adver.sing: Digital, linear TV, sponsorship – Content slots – Data / surveys / ques.onairre – Transac.ons – Share of data / revenue – Trade exchange: free distribu.on for other benefit – Other: Affiliate fees, transac.ons (sale of content)
• Content: – Carriage Fees – Trade exchange: • Add value to the content offering • Provide marke.ng, drive reach, drive app installs
New TV channels in planning
• Nollywood Premium: Premium movies • AfrikTales: West African Series • Holidays Africa: Travel and Tourism • ANC: Poli.cs • SABC: Educa.on • GodTV: Religion • Hollywood Bets: Online gambling • Influence Africa: Social Development • Government Communica.on • Afrikaans • Nigeria Regional TV Channels • Numerous other: Music, News, poli.cs, religion, educa.on, funeral
Radio sta.ons in planning
• Primedia • Times Media • Nigeria sta.ons • Kagiso Media • Student / Varsity sta.ons • Independent sta.ons • Community sta.ons
Other factors
• Connected device • Data base philosophy – registra.on, demographics • Push marke.ng – drive engagement • Share of data revenue models • Survey / Market intelligence – partner, revenue • Intelligence / scale built into the app itself • Carriage fee model – annuity income • Niche TV channels possible (viable?) • Start “TV” channel for fixed fee per month (barrier low) • No TV “broadcas.ng” licenses required • Global (internet protocol, diaspora) • New products: Radio streaming, Downloads/Podcasts • Freemium -‐ transac.ons • Digital / Big Data dividend: Sales, surveys, promo.ons, trans etc
Marke.ng
• Objec.ve: drive app installs, increase engagement, build brand • Above the line: – Mindset & ANN7 – SABC Educa.on – Exposure on radio sta.ons
• Social Media: – Facebook paid – Social media content
• Trade exchanges: MNO’s, TV, radio, other • PR – press ar.cles, conferences • Channel owners market to their target markets • MediaMark: Industry sales • MNO: MTN, Airtel, E.salat • App stores & plaBorms: BB, Tecno, Windows • Awards: NSTF, TT100, Frost & Sullivan
Conclusion
• New medium with great growth poten.al – Africa, Mobile & Video – Smartphones: connected medium, push marke.ng
• Opportunity for content owners – Long form content – Overcome barriers of literacy, access to TV’s, languages etc.
• Full channel opportunity at low entry cost, with revenue upside • Opportunity for brands / adver.sers / Gov. / NGO’s
