TOUCHSCREEN

It is our aim to secure a share of the very considerable mobile advertising spend in South Africa.

Mobile is the fastest growing segment of the advertising industry worldwide as more and more people use smartphones, notepads and tablets for virtually all their information and networking needs.

Advertisers pay to get their message in front of people and the time that people spend on their mobile devices compared to other media makes it the premium channel to spend their ad Rands on.

The two major components are the advertisers on the one hand and the media to carry the ads on the other. For the advertisers, the chosen media will be those that attract viewers the most. Our plan is to be active in both of these fields.

In order for media to attract viewers, it must carry content that is stimulating, interesting and relevant to the target audience. Our chosen audience is defined by geo-fenced communities, thus the content cannot be specialized such as engineering or sport but must be of generic interest to the specific resident community; content that addresses common interests and concerns such as security and quality of life and daily activities within the precinct.

Stimulation is provided by overlaying a social network restricted to a database of residents and businesses domiciled within the geo-fenced precinct, allowing persons to raise, or respond to, community issues and to network with neighbours.

Unlike other social media, individuals don't build a network, they join a network.

This business concept falls into the category of free community news and information media, with free direct distribution, within geographically-defined areas, and funded by revenue generated from advertising.

The conceptual model is Caxton Community Newspapers which publishes numerous community newspapers distributed once a week, in strictly defined areas, such as Sandton Chronicle, Randburg Sun, Northglen News, Berea Mail, Fourways Review and so on.

Each weekly publication is delivered, free of charge, door-to-door, within its area of relevance. Each local publication has its own editorial and reporting staff but advertising, accounts, printing and distribution are handled at a centralized point – head office or regional office.

Significantly, there is no database of subscribers and the weekly newspapers are delivered manually, street by street, house by house from the back of a truck. News and editorial content as well as advertising content, are largely localised and unique and not duplicated in sister publications distributed in other areas. The content is information that the residents in the defined areas want, as determined by the local Editor. There is limited opportunity for readers to respond or contribute to content - mainly only in the form of a selected few "letters to the editor".

As the newspaper is free, all revenue is generated from advertising. Advertisers see enormous value in this advertising medium, as is evidenced by the massive, full-colour, glossy advertising supplements carried within each weekly publication. Their advertising is delivered right into the homes of consumers and they pay premium rates for this delivery.

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Touchscreen Online Communities

Geo-mappingTouchscreen creates online communities based on geo-location - geo-fencing

The foundation of Touchscreen is a GIS cadastral map. An online precinct is geographically demarcated and a map created of all residential and business properties.

A database of all permanent community-driven organisations (CDOs) in the precinct is created and their areas of operation demarcated on the map. These would be the likes of Community Police Forums, CPF Sectors, Gated Communities; Bodies Corporate, Residents Associations, Neighbourhood Watches, Ratepayers Associations etc.

Every address on the map will be linked to all those CDOs whose operational areas include that specific address.

Social network overlayTouchscreen will build a separate database of people who are domiciled within the precinct. Registration to join the online community is free of charge. They will provide a cell number which will be flagged to the address where they live. This will result in them being automatically linked via their mobile device to the CDOs which operate in the zone where the address is located.

Certain groups such as churches, schools, clubs and security companies will be hosted as well but membership will not be automatic but subject to application to, and acceptance by, the group.

Touchscreen will provide a communication platform for each CDO and voluntary body to communicate with registered users within their area of influence by way of a closed social network overlaid on the geo-map. Registered users will be able to respond to and interact with the CDOs and voluntary groups via this social network.

If a registered user moves from that address, their cell number will be de-linked from the address and if desired can be linked to the address to which they move, thus connecting them to the CDOs permanently connected to the new fixed address.

There will also be a link to municipal councillors whose Wards fall within precinct of the online community.

An online community will have a Community Development Manager whose primary aim is the registration of legitimate residents and businesses in the precinct and the creation and management of the Online Community. He/she is responsible for promotion and community awareness of Touchscreen within the precinct by all means of publicity such as ongoing exposure in local printed media, radio and street publicity. In addition, ongoing live promotions in shopping malls and other strategic locations such as gyms will be held routinely. The Community Development Manager is also responsible for engaging with all local businesses, CDOs and municipal ward councillors in the precinct to ensure that they are represented and accessible on Touchscreen and maintained up to date. The Community Development Manager is also responsible for ensuring that local businesses, especially retail, are free-listed on the local products and services “Look up” directory. Businesses can also be sold display advertising with a linked miniwebsite created and hosted by Touchscreen.

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AdvertisingA Touchscreen Online Community comprises of 50,000 – 100,000 registered users. It is expected that each user will access Touchscreen AT LEAST once a day. This makes Touchscreen a PREMIUM advertising medium both for local businesses as well as national advertisers such as mobile operators and insurance companies. A single Touchscreen Online Community could register a MINIMUM of 1.5 million hits per month. The plan is to operate 50 Online Communities nationally in the metropolitan areas such as Johannesburg, Cape Town, Durban, Port Elizabeth, East London, Pretoria and Bloemfontein. A national advertiser can therefore expect an almost guaranteed 75 – 150 million hits per month.

By comparison, ordinary information and news sites receive random hits in an uncontrolled way and do not have a guaranteed, registered database of users. Viewership on these sites is thus not certain and exposure to ads likewise.

Everyone lives somewhere, so Touchscreen reaches decision-makers where they live.

Pilot online communityThe pilot online community is the area that corresponds to the SAPS Douglasdale Police Station in Johannesburg. It has active CDOs and one of our Founding Members is active in several of these.

Our vision is to "mobile-ize" communities and get communities talking to maintain and enhance their environments, and safety & security, and quality of life.

SO-LO-MO Social ~ Local ~ Mobile

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