Engaging mobile consumers in emerging markets

Transcription

1 Engaging mobile consumers in emerging markets

2 A connected world 4 Billion people are now online 1.3 billion live in the emerging markets Source: ITU November 2014

3 Q. How do you reach, understand and engage with consumers in emerging markets today? A. Easy, through their mobile phones! But hang on..

4 75% of the installed base of mobile phones in emerging markets are non- smartphones (TODAY) mobile-only Internet users by the end of 2015 But by end-2020, 80% of people will have a smart phone Source: ITU November 2014

5 Source: GSMA, Facebook Bandwidth and network latency Country (Source: GSMA) 3G% 2013Q4 Pakistan 1% Nigeria 3% India 7% Kenya 11% Indonesia 25% South Africa 32% Mexico 33% Brazil 41%

6 Android - Screen Sizes 480 x X X X x % 16.15% 16.27% 6.50% 6.50% Source: binu usage data November 2014

7 Mobile in emerging markets q Only 2 things matter: Ø Ø Feature phones Low-end Android phones q Volume is driven by $15 - $100 phones q Over 90% of people use prepaid plans affordability q Carriers challenged by how to sell data to people q Mobile networks expensive to build - hard to justify cost to build 3G / 4G when revenue not there to support a ROI

8 Mobile reality in emerging markets q SLOW phones q SMALL screens q BAD networks q AFFORDABILITY The typical smartphone user in an emerging market IS NOT LIKE YOU!

9 2 million monthly active users > 30k new users per day > 400k connect sessions per day > 12 million page views per day > 200 countries in total > 35% Android users

10 binu content and tools APPs News Sports News & Live Scores Google Search & Translate Twitter Facebook YouTube Music & Video discovery Games Sports Betting Wikipedia Bible Quran Dictionary Weather CONTENT PARTNERS ENGAGEMENT TOOLS binu Social binu Messaging & binu Media (Dropbox) binu Credits & Rewards (Airtime) binu Surveys binu Ad Manager BINU DEV CENTRAL REPORTING TOOLS Online analytics

11 binu Platform binu is a virtual smartphone platform that delivers internet based apps and services to Android and feature phones, super-fast. The binu platform includes a suite of native user engagement tools including: Messaging Social Advertising Rewards (virtual currency, airtime) Surveys and polls

12 Top apps in top countries - #users

13 binu mobile data platform faster, cheaper, better Built ground up 3x US Patents Virtual smartphone 100% in the cloud 10x faster 10x less data Instant response Android Feature phones

14 Architecture Simplified! Nokia Nokia NOPS Apps NOPS Virtualization Compression Intelligence binu s Cloud Services Feature Phone (Java) Android Smart Phone

15 Products and Services 1. binu Content Platform 2. Content/App Development 3. Audience Access 4. Promotions & Rewards 5. Market Research 6. Ad Monetisation

16 Clients

17 CASE STUDY United Nations Development Program Global survey to develop the Millennium Development Goals for 2015: Multiple languages Scripted online by UNDP in New York No reward Results: 150,000 responses from 100+ countries Over 7,000 selfies uploaded in 2 week period binu presented with UNDP Innovation Award at UN Global Summit Over 7,000 selfies uploaded over 2 weeks on feature phones.

18 CASE STUDY Global Beverage Company Diary - India Recruitment survey 27 questions Diary 3 times a say 10 questions 5/7 completed diaries in a week Daily incentive with completion bonus India internet penetration rates: Internet 12% Smartphone 13% Feature phone 80% 3G coverage 8% Results: Over 50% of registrations completed diaries 4% abandon rate Incentive matters! Client planning roll-out across multiple countries Content, Speed, Rewards

19 CASE STUDY Video Ad Testing Kenya Watch a short video TVC Screen-out question to confirm viewing 10 questions, including feedback on quality of video play Kenya internet penetration rates: Internet 12% Mobile penetration 77% Mobile internet 30% of subscribers Mobile internet growth - 29% per quarter Broadband mobile 8% (of mobiles) Results: 64% completion rate 12% had problems playing video Client planning roll-out across multiple countries

20 CASE STUDY Food Focus Group Live discussion Nigeria 30 Minute live focus group on food & nutrition Comment on ad creative 30 females who cook 2 Moderators (London & Johannesburg) Results: 90% attendance & contribution 30% Android Client planning roll-out across multiple countries

21 binu q Reach hard to get consumers on mobile q Engaged audience willing to respond q Insights gained through Quant Qual Community Not everyone has a But they can be reached

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23 Active Engaged Users Country Monthly Active Users November 2014 India 440,000 Indonesia 121,000 Brazil 116,000 Ethiopia 115,00 Nigeria 104,000 Pakistan 81,000 South Africa 70,000 Mexico 63,000 Bangladesh 57,000

24 binu Apps:

25 Android phones 240x320

26 Common feature phones 240x X x160