Building an Advantage with Mobile

2. Building an Advantage with Mobile

3. RancardMobility SDP • Rancard Solutions Ltd. (incorporated in the Republic of Ghana) is a software development company that specializes in mobile platforms • Using the Rancardmobility.com mobile value added service delivery platform, Radio & TV interactive shows can manage mobile subscriber participation as an integral part of their programming • Media players license rancardmobility.com as their platform for service management and enter into direct agreements with mobile networks

4. How Rancardmobility.com works

5. Evolution of Mobile Interactive Media • A socio-cultural renaissance and freedom of speech influencing media feedback programming • Appropriate technology: TV scrollers, Internet in the studio, email and mobile phones in the hands of listeners & viewers • Competition for listeners & viewers from the proliferation of broadcast licenses requires loyalty programs • The commercial opportunity from mobile services revenue

9. The Methods & Approach • The old way: announce phone lines for listeners to call in; limited by time of call-in segment, costly for callers on hold • The new way: ask listeners to send email & SMS • How do you receive all the “messages” seamlessly and read or present them on your show? • How do you make all participants happy and keep them coming back?

10. Messaging: Convergence • Fixed line numbers, short codes, email addresses; listeners & viewers need an easy address to access • Converge email, SMS, MMS to allow media presenters easy access to messages in one medium (email) • RancardMobility Topic Portal: aggregates mobile messages into program segments for reading online; forwards mobile messages to a single email address

11. What About After the Show • Can the discussion carry on? If listeners/viewers continue to send in messages after the show, will the presenter continue to correspond with them? • Can participants communicate with each other as in a public chat session, combining SMS chat and web chat services? • Can we search messages related to past/historical programs to research participants’ views?

12. Case Studies • Tigo Ghana website directly implements RancardMobility Topic Portal with more than 20 radio & TV networks • Metro TV Ghana uses a Topic Portal feed on 3 mobile networks • Mediaedge-gsm uses a Topic Portal feed on GTV • Nescafe African Revelation used Topic Portal for event aggregation in Nigeria, Senegal, Ghana, Cote d’Ivoire, Mali, Burkina

13. Topic Portal Message Inbox

14. Beyond SMS • SMS has been the most popular medium so far but it is very limited in message length and has no multimedia capability • Email was the original medium mostly engaged by Africans in the Diaspora who would likely be listening to radio online (close to email) • MMS is good for TV but can also be useful with radio where there is live reporting from the field

16. The Opportunity for Media • Enrich programming with participation & interactivity • Go beyond the show with after-show discussions on popular topics • Build loyalty with listeners & viewers • Get useful feedback on programming and use participation statistics to inform advertising programs, including mobile adverts

17. HowdoesAdServerwork? • A web-based portal allows advertisers to manage their mobile advertising campaigns • Enables selection of target groups based on real time statistics of existing service patronage • Provides real-time monitoring of hits • Dynamic price setting features (auction house)

18. Use Case Scenario: Amsterdam-Accra Arr: 7:15pm Flt: KL 589 Accra-Amsterdam Dep: 10:15am Flt: KL 590 KLM With This Yuletide…

19. Set a date range Indicate a time period Choose a category Specify a service Enter ad message Ad Config

20. Our Network Some connected operators & service providers Tigo - Ghana Tigo - Sierra Leone Tigo – DR Congo MTN- Ghana MTN – Cote d’IvoireMTN - Nigeria Cote d’Ivoire Zain - Nigeria Mira Networks (S. Africa)