Mobile Youth 2010

Mobile Youth 2010

Wireless World Forum
2/1/2010
12 Pages

US$ 4941 - PDF E-mail From Publisher US$ 13192 - Global Site License Fulfilled by Publisher

Abstract:
mobileYouth is both a study of the universe of young people and a guide to better develop and market products for these consumers. It’s all too easy to get lost in the technology, the non-sensical self-talk of the internet, mobile and media industries when sometimes the smallest things create the biggest leverage in customers satisfaction.

Building dialogue and trust with young consumers through internal change

Points of change typically revolve around:

• Building proactive dialogue with consumers rather than “listening”
• Change through adopting new internal language and semantics (e.g. dumping useless terms such as “killer applications”, “value chains”, “end users” etc in favor of “services”, “value networks”, “consumers”)
• Integrating the product development and marketing processes
• Creating consumer advocacy through establishing the company within the peer group
• Experimenting with youth as brand stakeholders
• Measuring internal performance and KPI through “lifetime customer value” rather than “net adds”

From Apple to Zain

We’ve been covering nearly 60 countries now since the project’s inception and it continues to grow, bringing on board new and exciting clients who we have the privilege of working with and learning from for the first time - from McDonald’s to Adidas to Apple to the European Commission. It doesn’t really get much better than that in terms of scope and scale for consumer insight.

Some of our clients

3. Adidas. Adobe. AKQA. AOL. Avea. BBC. BBDO. BBH. Belgacom. Blackberry. BSkyB. BT. Carat. Channel 4. Comverse. Dell. Disney Mobile. EA. EMI Music. Ericsson. Hasbro. Hutchison Whampoa. Intel. Isobar. ITV. KPN. Kyocera. Leo Burnett. LG. Mediacom. Mobilink. Microsoft. Motorola. MTN. MTV. NEC. Nokia. Telefonica O2. Orange. Plantronics. Proctor & Gamble. Publicis. Rogers Wireless. RTL. Samsung. SaskTel. Sony Electronics. Sony PlayStation. Sprint Nextel. Sun Microsystems. Telenor. TeliaSonera. TIM. TIM Hellas. T-Mobile. Turkcell. Verizon Wireless. Virgin Mobile. Vodafone. Walt Disney Internet Group. Walt Disney Television. WPP. WIND. Zain

Table of Contents:

1. 2010 mobileYouth Engagement Path

A five step marketing plan for mobile companies to engage youth

Introduction: 6 Key mistakes made by mobile companies when targeting youth with resolutions & examples

Focusing on cheap & free

Divesting creative responsibility to the agency

Prioritizing product and technology

Selling airtime

Relying on mobile to communicate with youth

Buying attention and trust

Step 1) Establishing relevant metrics

Navigating the move from product to service

emerging vs developed markets

trust vs advocacy

how to measure, visualize and communicate youth metrics internally

Step 2) Identifying your market segments and beachheads

Segment management

Identifying your core advocates

The role of consumer insights in driving marketing

teens vs young adults

rural vs urban customers

emerging vs developed markets

ethnics

students

Step 3) Developing value proposition and communication strategy

Key success factors in service offering & price

Control

Clarity & Transparency

Language

Example pricing strategies & how to communicate them to youth

Key requirements for your value proposition

Step 4) Creating permission assets

Dialogue

The role of retail

Sponsorship vs creation

Incorporating youth in product development

Assimilating Consumer Insights into permission assets

Step 5) Partnering with youth in the co-creation of product and message

Business benefits of co-creation

Issues of control

Co-creation in marketing and product development

Co-creation and consumer insights

Key Organizational Challenges

Supporting the intrapreneurs and agents of change

Challenges in invoking organizational change

Negotiating the internal competition for resources

Creating the growth story around youth as a core driver for long term profitability

Developing the business case for youth

Emergents

Mobile Data

Expanding ARPU through channel sales

Service opportunities

Product portfolio optimization

2. 2010 Young Consumer Insights

What are the key drivers behind youth consumer behaviour and challenges in communicating with youth?

1. Exposing traditional marketing techniques

Challenges in evolving to modern marketing

Content vs Context

Moving from Media Facing to Consumer Facing

2. Implications of the Modern Attention Economy and Youth Marketing

Gating and its impact on marketing spend

Discovering the moment of aperture

Measuring relevance

3. Creating relevance

Campaigns vs Legacies

The changing role of storytelling

Building permission assets

The role of marketing externalities

Models for Partnership Marketing

Paid vs Earned Media

4. Developing beachheads

Profiling Passionistas

Economic comparison of passionistas and mass-market

The 90-10 rule in marketing

How to develop a beachhead

5. Brand Pyramids

Measuring your market through brand pyramids

3. 2010 Youth Media Trends

How is the youth media mix changing?

1. Generational Myths about Youth

The connected generation

Technology addiction

The culture of immediacy

2. Profiling the role of media in youth life for peer communication, staying informed and word-of-mouth

TV

Texting

Twitter

MSN & BBM

Social Media: Facebook, Myspace, Friendster etc

3. The 3 Key Youth Media Trends 2010

Campfiring

Baselining

Sideloading

4. Advertising in the attention economy

Youth attention and advertising effectiveness

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