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| What is mobileYouth? 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” |
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