Cellphones remain key
It is the time of the mobile-centric generation, youngsters who build their lives around their cellphones.
Cellphones provide access to voice, SMS, MMS, e-mail and the Internet, music, games and a social life. It is a means of sharing with friends, at a distance, and up close and personal. Cellphones have become repositories of contact information, favourite music tracks and videos, video clips, family pictures , movies and games.
Brian Seligmann, senior manager for data at MTN, says this is not surprising given how pervasive cellphones have become.
“Everyone has one and they work everywhere. You can be in touch, do whatever you want, wherever you are and whenever you want to. This fits with the now generation’s speedy lifestyle,’’ Seligmann says.
Voice is likely to remain the killer application for some time , though non-voice applications are increasingly popular.
“These devices and applications give kids the individuality they desire and also allow them to fit in and communicate as part of a group.”
Not only is instant messaging or text-based chat cheaper, it is also more immediate and meets the mobile-centric generation’s desire for instant gratification.
The cellphone has also become the gaming, music and video platform of choice that allows kids high-level interaction with friends.
“The easiest to use, most common denominator is the cellphone,” says Seligmann. “Fast speeds are essential for interactive online games as you have to be able to respond immediately or it is game over. Also, cellphones are fashion accessories and manufacturers are producing them in all colours and designs and people are even customising their own phones.”
And as phones get better and access speeds improve, there is a move to more media-rich content.
Dot Field, chief communications officer at the Vodacom Group, says mobile advertising is a huge new market, as witnessed by recent trends in Europe and North America. Locally, Vodacom launched Mobile Advertising in 2007 and Field says the adoption by advertisers and media companies using mobile media has been excellent.
“The South African market will continue to see acceleration in the frequency of first-time brand exposure to mobile in 2008. Early adopters are set to spend up to 10% of their total marketing budget on mobile advertising this year and estimated mobile media advertising spend in SA could reach R1.5- billion by 2011,” Field says.
Mobile TV was launched in 2005, offering 23 channels customers can view via their 3G cellphones.
Field adds that mobile advertising has the potential to overtake ad spend on online media such as the Internet in SA by 2009.
“Mobile presents marketers with a new channel and a captive audience for advertising their products and services in a creative, interactive way. Vodacom has implemented successful campaigns with a range of brand marketers such as Nike, Unilever and Coca- Cola, ” Field says.
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