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Social media indispensable in SA in 2017

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According to the 2017 edition of the SA Social Media Landscape, next year social media will become an indispensable tool for South African marketers and politicians, artists and activists, reporters and media personalities. 

According to the 2017 edition of the SA Social Media Landscape, released this week by World Wide Worx and Ornico, the next year will see the use of as many as four social media platforms becoming pervasive marketing tools in South Africa. The study included a survey of 116 major South African brands, making for a representative sample of the country’s major brands.

Already, in 2016, 91% of these brands were using Facebook, 88% were active on Twitter, and 66% were on YouTube. LinkedIn slipped from 70% to 63%, as brands struggled to get to grips with its more serious nature. Meanwhile, Instagram increased sharply from 42% to 62% of brands making use of it,

When asked what additional platforms they would embrace in 2017, no less than 26% said they would use Instagram, while YouTube was set to attract a further 16%. This will see the image-sharing and video-sharing networks join the top table currently occupied by Facebook and Twitter.

“The message is clear for anyone wanting to communicate with the public, consumers or large groups of stakeholders,” says Oresti Patricios, CEO of Ornico. “If youre not using social media, you’re not reaching your audience. If you’re not on social media, your stakeholders are.”

Ornico became a partner in the Social Media Landscape study after its 2015 acquisition of Fuseware, which has been conducting the research with World Wide Worx since 2011.

On a consumer level, growth for most networks has slowed down, but engagement by users has intensified. In 2016, no single social network has redefined the social landscape, in the way that Instagram and YouTube did in the previous two years.

Nevertheless, says World Wide Worx MD Arthur Goldstuck, social media is not waning: “The fact that Instagram continued to grow at a high rate – by 32% up to 3.5-million users – and that YouTube has seen a massive increase in engagement with brands, confirms that the social media is hardly stagnating. Rather, it is maturing into a more stable and measurable environment that can be leveraged more effectively by brands.”

Facebook is now used by 14-million South Africans, while YouTube has moved firmly into second place with 8.74-million users, well outpacing Twitter’s slower rise to 7.7-million. LinkedIn maintains its energetic rise, now standing at 5.5-million.

One of the most significant trends uncovered is that Facebook, with 14-million users, now has 10-million, or 85% of its users, using mobile devices. This is significantly up from or 77 per cent the year before. While a significant number of these users are also accessing Facebook on computers and tablets, it is clear that the mobile phone has become the primary form of accessing social media.

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Samsung unleashes the beast

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Most new smartphone releases of the past few years have been like cat-and-mouse games with consumers and each other. It has been as if morsels of cheese are thrown into the box to make it more interesting: a little extra camera here, a little more battery there, and incremental changes to size, speed (more) and weight (less). Each change moves the needle of innovation ever-so-slightly. Until we find ourselves, a few years later, with a handset that is revolutionary compared to six years ago, but an anti-climax relative to six months before.

And then came Samsung. Probably stung by the “incremental improvement” phrase that has become almost a cliché about new Galaxy devices, the Korean giant chose to unleash a beast last week.

The new Galaxy Note 9 is not only the biggest smartphone Samsung has ever released, but one of the biggest flagship handsets that can still be called a phone. With a 6.4” display, it suddenly competes with mini-tablets and gaming consoles, among other devices that had previously faced little contest from handsets.

It offers almost ever cutting edge introduced to the Galaxy S9 and S9+ smartphones earlier this year, including the market-leading f1.5 aperture lens, and an f2.4. telephoto lens, each weighing in at 12 Megapixels. The front lens is equally impressive, with an f1.7 aperture – first introduced on the Note 8 as the widest yet on a selfie camera.

So far, so S9. However, the Note range has always been set apart by its S Pen stylus, and each edition has added new features. Born as a mere pen that writes on screens, it evolved through the likes of pressure sensitivity, allowing for artistic expression, and cut-and-paste text with translation-on-the-fly.

(Click here or below to read more about the Samsung Galaxy S Pen stylus) Samsung Galaxy S9 Features)

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SA ride permit system ‘broken’

Despite the amendments to the National Land Transport Act, ALON LITS, General Manager, Uber in Sub Saharan Africa, believes that many premature given that the necessary, well-functioning systems and processes are not yet in place to make these regulatory changes viable.

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The spirit and intention of the amendments to the National Land Transport Act No 5  (NLTA), 2009 put forward by the Ministry of Transport are to be commended. It is especially pleasing that these amendments include ridesharing and e-hailing operators and drivers as legitimate participants in the country’s public transport system, which point to government’s willingness to embrace the changes and innovation taking place in the country’s transport industry.

However, there are aspects of the proposed amendments that are, at best, premature given that the necessary, well-functioning systems and processes are not yet in place to make these regulatory changes viable.

Of particular concern are the significant financial penalties that will need to be paid by ridesharing and e-hailing companies whose independent operators are found to be transporting passengers without a legal permit issued by the relevant local authority. These fines can be as high as R100 000 per driver operating without a permit. Apart from being an excessive penalty it is grossly unfair given that a large number of local authorities don’t yet have functioning permit issuing systems and processes in place.

The truth is that the operating permit issuance system in South Africa is effectively broken. The application and issuance processes for operating licenses are fundamentally flawed and subject to extensive delays, sometimes over a year in length.  This situation is exacerbated by the fact that it is very difficult for applicants whose permit applications haven’t yet been approved to get reasons for the extensive delays on the issuing of those permits.

Uber has had extensive first-hand experience with the frustratingly slow process of applying for these permits, with drivers often having to wait months and, in some cases more than a year, for their permits.

Sadly, there appears to be no sense of urgency amongst local authorities to prioritise fixing the flawed permit issuing systems and processes or address the large, and growing, backlogs of permit applications. As such, in order for the proposed stringent permit enforcement rules to be effective and fair to all role players, the long-standing issues around permit issuance first need to be addressed. At the very least, before the proposed legislation amendments are implemented, the National Transport Ministry needs to address the following issues:

  1. Efficient processes and systems must be put in place in all local authorities to allow drivers to easily apply for the operating permits they require
  2. Service level agreements need to be put in place with local authorities whereby they are required to assess applications and issue permits within the prescribed 60-day period.
  3. Local authorities need to be given deadlines by which their current permit application backlogs must be addressed to allow for faster processing of new applications once the amendments are promulgated.

If the Transport Ministry implements the proposed legislation amendments before ensuring that these permit issuance challenges are addressed, many drivers will be faced with the difficult choice of either having to operate illegally whilst awaiting their approved permits and risking significant fines and/or arrest, or stopping operations until they receive their permits, thereby losing what is, for many of them, their only source of income.

As such, if the Ministry of Transport is not able to address these particular challenges, it is only reasonable to ask it to reconsider this amendment and delay its implementation until the necessary infrastructure is in place to ensure it does not impact negatively on the country’s transport industry. The legislators must have been aware of the challenges of passing such a significant law, as the Amendment Bill allows for the Minister to use his discretion to delay implementation of provisions for up to 5 years.

Fair trade and healthy competition are the cornerstones of any effective and growing economy. However, these clauses (Section 66 (7) and Section 66A) of the NLTA amendment, as well as the proposal that regulators be given authority to define the geographic locations or zones in which vehicles may operate, are contrary to the spirit of both. As a good corporate citizen, Uber is committed to supplementing and enhancing South Africa’s national transport system and contributing positively to the industry. If passed into law without the revisions suggested above, these new amendments will limit our business and many others from playing the supportive roles we all can, and should, in growing the SA transport and tourism industries as well as many other key economic sectors.

What’s more, if passed as they currently stand, the amendments will effectively limit South African consumers from having full access to the range of convenient transport options they deserve; which has the potential to harm the reputation and credibility of the entire transport industry.

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