Mobile Simplifies Marketing in South Africa

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Exercise Your Brain: The Incredible Machine Goes Mobile

south_africa_flag.jpgThe speed of which a mobile marketing campaign can be created and rolled out has made it the preferred method to reach the target audience in South Africa. Unlike print, radio or even television, which all day time to roll out a campaign, mobile ads are being done in days and loaded onto a mobile marketing platform for distribution. While this is true of any part of the world, it is notable that this is being the most popular way to reach the audience in South Africa.

Traditional mediums can take weeks or even months, but MMS-based ads are reaching more than 90 percent of the base with 48 hours of the campaign being rolled out. And once again this has to do with the fact that for decades many people didn’t have traditional landlines, and with the price of mobile handsets coming down it is a device nearly everyone is acquiring. In South Africa there are 36 million active SIM cards, which is more than TV viewers, radio listeners or Internet users. Thus companies are looking to reach out to mobile users with marketing campaigns as it is the largest group of users in the country.

What we find interesting to note is that for decades people without landline phones, TVs or radios were still considered viable consumers but most marketers couldn’t reach them. Now thanks to mobile handsets more and more people are suddenly becoming an audience for advertising!

[Via All Africa]

  • http://www.facebook.com/people/Kurt_Hurtado/1133711086 Kurt Hurtado

    Backwards and forwards indeed. Soon we’ll return to the time when the majority of computers are behemoths which take up entire rooms, running 10^n instances of virtual machines. And we’ll call it progress!

  • http://www.cloudave.com/link/gmail-outage-and-media-irresponsibility Gmail Outage and Media Irresponsibility | CloudAve

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  • Clouds are fluffy

    I like clouds.
    They are pretty.
    And fluffy.

  • http://www.geise.com PXLated

    “old man in diapers”
    I like that. My first encounter with a cloud was way back in the CDC days with their educational system (Plato) that Ozzie still refers to.

  • http://www.shwons.com Cai Gwinnutt

    “But in fact, the first instantiation of a working cloud application (and by implication a supporting platform) came with the beta launch of Gmail in 2005”

    One question, what makes Gmail a cloud based application and the much older Yahoo Mail not?

    • Steve Gillmor

      fair point, but Gmail’s impact on user experience was a singular driver in the expansion of the cloud model, while Yahoo and Hotmail were more iterative desktop replacements in comparison.

      • http://ceejayoz.com/ ceejayoz

        That seems like a dumb distinction, and one entirely irrelevant to cloud computing. What makes Gmail a “cloud computing” project and not your usual run-of-the-mill web application?

      • Steve Gillmor

        dumb only if we ignore the trigger mechanism that launched the cloud era.

      • http://twitter.com/mask Alberto

        in technical terms, any farm of web servers with high availability is “cloud computing”. The difference with previous web applications like Yahoo Mail were the design constraints related to developing just for the browser and the current trend which is to design for the web/cloud.

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  • http://www.tajmahalcasino.org/ TajmahalCasino

    good question… comments please

  • http://www.vinull.com Michael C. Neel

    I fear it’s already too late, but can we place not confuse cloud computing with “in the cloud”? Google Docs is just “in the cloud” – an online app. Cloud computing is about using several geographically distributed systems to handle a portion of the application to increase the overall scale, like SETI@Home.

    Bringing cloud computing from the research environment to the commercial market is a big deal, on par with the same move the internet itself. We don’t need to mention the latest social website of the day in every article unless the site is actually back ended not by a server farm, but a cloud computing platform.

    Last time there was a new term given to technology “journalists” – Web 2.0 – you jacked it up into something it was never meant to mean (hint: it’s about two-way communication and not AJAX). Here is your second chance for me to be able to drop the quotes around “journalists”.

    • Steve Gillmor

      Michael

      Definitions of what cloud computing is are orthogonal to its emergence from the tar pits of Gmail and other social media frameworks. Spare me the lecture on Web 2.0 – it’s Tim O’Reilly’s term. And since you’re handing out homework assignments, here’s one for you: tune in to the Roundtable and find out what the definition of cloud computing is from those who are building it out. Don’t take my word for it, not that you are.

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  • http://www.i-hire.com jonelle

    Looking forward to reading more. Speaking of cloud computing. I’m looking for a QA Lead for a cloud computing company in SF.

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  • http://blog.stealthmode.com Francine hardaway

    I swear, Steve, you can mix more metaphors than a Waring blender. Wish I could be there:-)

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  • http://www.treasureislandvegas.net TreasureIslandVegas

    Big drama for a quick instant…

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    […] The Curious Case of Cloud Computing Money Quote: Ironically, it’s Microsoft’s Hailstorm which first modeled today’s landscape almost 10 years ago, with the on-demand atomization of the InBox, the social graph (contacts), and the realtime inference engine now known as search. Identity, the very thing that brought down Hailstorm, is now being traded like a virtual stock market by the social media clouds as a new form of wealth. […]

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