2go Mobile Social Network

Users  chat  with  friends  and  meet  new  people  on  2go  Users  chat  with  friends  and  meet  new  people  on  2go  

•  Chat-based mobile social network with 10M+ active users across Africa

•  An app (not a mobisite)

•  Purpose built for mass user adoption in Africa (J2ME app for feature phones, with strong evolution path to 3G/smartphones)

•  Company background

•  Since 2007, self-funded

•  Team of 15, based in Cape Town

Overview of 2go

Users  chat  with  friends  and  meet  new  people  on  2go  Users  chat  with  friends  and  meet  new  people  on  2go  

•  Instant messaging

•  Sharing of photos

•  Cross-platform chat to friends on Facebook, Gtalk, Mxit

•  Chat rooms

•  Meeting virtually

•  Sharing and self-expression (football, faith, music, heath …)

(Social entertainment) (Cheap, fun communication)

Core value proposition

Users  chat  with  friends  and  meet  new  people  on  2go  Users  chat  with  friends  and  meet  new  people  on  2go  

Features overview •  Free mobile instant messaging

•  Sharing of photos and status updates

•  2go Rooms: •  Chat rooms (e.g. Football, Flirt, Music, Faith, Comedy …)

•  Game rooms (e.g. Trivia, Go Words)

•  GoCredits Mobile currency

•  Purchased in-app via premium-SMS (credits consumed in 2go Rooms)

•  Facebook, Gtalk, Mxit chat gateways

•  2go users message friends on Facebook, Gtalk or Mxit

10+ million

active users

6+ billion

messages a month

2go is a proven scalable platform

3+ million

users a day

•  Young demographic •  Core users aged 19 – 29

•  Skews male •  SA: 51%; Nigeria 65%

19  -­‐  23  

24  -­‐  29  

30-­‐  35  

35+  

13  -­‐  18   10%

44%

31%

10%

5%

Demographics

2go reaches nearly all phone users

•  Feature phones (> 800 models)

•  Nokia Store S40

•  Blackberry

•  Android soon

Feature phones still dominate in Africa Nigeria: 90%

SA: 75%

2go Android in May 2013

2go Ad Platform

•  2go offerings -

→  Full Screen Splash Advert

→  Text Adverts

→  goEngage

→  Market Research

•  Targeting by age, gender, location

•  Live detailed reporting

2go Advertising Platform

Engagement rates up to

30%

•  Users are focused on a full-screen image for 5 seconds each time they open the 2go app

•  Clickable directly to the brand’s own mobile website (i.e., outside of the 2go app)

•  Pricing on a CPM basis

•  Click through rates of between 5% and 15%

Full-screen Splash Advert

•  SuperSport Campaign was ‘Immediate’ – Turnaround time, day After Nigeria won AFCON

•  Users clicked through from Splash to the AFCON SuperSport.mobi site to view match highlights, reviews and download content

•  355,000 impressions in one day

•  9% CTR (click through rate)

•  24% Engagement Rate

Case study: SuperSport Africa Cup of Nations

•  Text ad message sent directly to the user. It appears as a text message within the 2go app

•  Given premium position at the top of the user’s friends list for high visibility

•  It has a high recall rate with reach on a mass targeted scale

•  Open rates of up to 15%

Text Advert

Get 10% off your favourite Crispy Chips at all stores when you buy a 2L Coca-Cola! Enjoy!

goEngage Brand Platform

•  goEngage is a space where brands can have access to on-going engagement with the 2go community

•  It is used for: –  Polls

–  Promos and Special Offers

–  Customer insights and feedback

•  This platform is hosted on 2go, is interactive, and can be targeted to a specific audience and use.

goEngage can deliver measurable ROI

goEngage example

100,000 2go users polled (Males & females, 18-35)

McDonalds has a powerful engagement tool to directly poll and speak to a mass audience: •  Product insight polls: “Do you want

McDonalds to bring back our famous cupcakes?”

•  Anonymous customer feedback: “How satisfied are you with our customer service?”

•  Promos: “Go to McDonalds today for 20% off our breakfast special!”

“Do you want McDonalds to bring back our famous cupcakes?”

Market Research Polls

•  2go market research delivers actionable insights with immediate value to clients

•  Leveraging our user base of millions, we conduct real-time surveys and polls to a targeted user base

•  Results are analyzed and can be shared with clients in a matter of hours

Example polls

*    2go  user  poll:  Nigeria  users  >  18  years  of  age;  n  =  25,100;  poll  taken  on  23  August  2012  

Who do you bank with (Nigeria)?

17%  SPEND        4  HOURS  OR  

MORE  TRAVELLING  BETWEEN  

WORK/STUDY    

66%  SPEND          2  HOURS  OR  MORE  ON  

THEIR  PHONE  EVERY  DAY  

36%  DO  NOT  HAVE  A  BANK  ACCOUNT  

52%  GET  THEIR  DAILY  NEWS  ON  

THEIR  PHONE  

31%  DON’T  WATCH  TV    

39%  WATCH  VIDEO  ON  

THEIR  PHONE  

Polls to Nigerian users

2go Interactive The Boulevard Office Park Searle Street, Woodstock Cape Town, South Africa Contact: advertising@2go.im  

Download the 2go app on your phone at www.2go.im