Mobile apps for TV increase

TRENDAFRiCA April 9, 2013

More and more brands are building “second screen” apps and sites to bridge the gap between TV and mobile usage, according to Native’s monthly mobile report. In South Africa, mobile is already considered the first screen, with many spending more time on their mobile phones than watching TV – which TREND. predicted in our in depth Dissect report on mobile, The First Screen.

This is Native’s mobile trend roundup for March:

  • In a post-PC era, consumers carry mobile devices for up to 16 hours a day. For this reason, mobile search is a huge driver of conversions. A study by Google and Nielsen has proven that because of the convenience and immediacy, mobile search can trigger, on average, at least two follow-up actions.
  • A key trend from the recent Mobile World Congress is enterprise-driven innovation whereby organisations invest in entrepreneurs to develop ideas for their brands from untested environments and untested platforms. Mobility is also a key driver of this trend as changing mobile lifestyles affects the way people live and conduct business.
  • Smartphones are expected to outsell feature phones for the first time in 2013, while tablets are set to explode in emerging markets as their hunger for smart connected devices continues to grow and the increasing availability of affordable devices makes them more accessible.
  • Absa made a big announcement that it is ready to launch its long awaited banking app to the public on 10 April 2013. Absa is the last of the ‘big four’ consumer banks to launch a smartphone banking app. Hot on Absa’s heels is Investec, which is also set to launch its own smartphone banking app 5 days before Absa on 5 April 2013.
  • Samsung unveiled the new Galaxy S4 with an array of innovative features, taking mobile handsets to the next level. Launch details are yet to be confirmed but it is believed that it could be available from April 2013.
  • Telkom made a big announcement with the launch of Telkom Mobile, and unveiled a new logo. Telkom Mobile will become the umbrella brand for the group’s mobile business and 8ta will remain a sub-brand.
  • Telkom also said that its 4G/LTE broadband products were nearly ready for launch. Vodacom became the first network in SA to offer LTE services for prepaid customers; and MTN is set to charge a subscription fee to access its LTE network.
  • Mxit reveals its true numbers with the latest stats showing that Mxit has 4.5 million active users in SA over a seven day period and 2.8 million users in a one day period.
  • YouTube hit one billion monthly users and Twitter celebrated its 7th birthday.
  • To mark Mandela Day and Madiba’s 95th birthday, Nelson Mandela’s grandchild will be launching Mandela.is, a social network built around the idea of giving to the community.

For more mobile trends, read our in depth TREND.Dissect report ‘The First Screen’.

Source: Native’s monthly mobile report, March 2013.


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