mobileYouth 2004

Published by: Wireless World Forum

Published: May. 1, 2004

Table of Contents

EXECUTIVE SUMMARY

SECTION ONE: THE IMPORTANCE OF YOUTH


mobileYouth highlights demographic trends and forecasts how these will affect spendingpatterns by 2006. Youth are spending a significant amount of their disposable income onmobile products affecting their spending on traditional non-mobile goods such as CD singles,chocolate and video games. The current level of spending on youth mobile products is set tochange. mobileYouth shows how these changes will impact business from now until 2006.

• How large is the youth segment?

• How does this breakdown by age group and geography?

• How much money do youth spend?

• Will declining numbers impact youth spending?

• How much more profitable to your business is a young consumer than an adult?

Charts and Tables:

• 1.1 Youth population in 38 countries 2003-2006

• 1.2 Youth population as a % of total population 2003-2006

• 1.3 Youth spending 2003-2006

• 1.4 Comparison of total Youth populations 2004

• 1.5 Largest and smallest Youth populations 2004

• 1.6 Largest and smallest Youth population changes 2004-6

• 1.7 Youth as a % of total population 2004

• 1.8 Highest and lowest Youth as a % of total population 2004

• 1.9 Annual Youth spending 2004

• 1.10 Highest and lowest Youth disposable income 2004

• 1.11 Highest and lowest Youth disposable income per head 2004

• 1.12 Value of Youth as lifetime customers

• 1.13 Number of Youth mobile owners 2003-2006

• 1.14 % of disposable income of mobile products

• 1.15 Profitability of marketing to youth and adult segments

• 1.16 Comparison of Youth mobile owners by region 2003-2006

• 1.17 Largest and smallest Youth mobile populations 2004

• 1.18 Largest and smallest Youth as a % of total mobile subscribers 2004

• 1.19 Youth mobile penetration by region 2003-2006

• 1.20 Highest and lowest Youth mobile penetration rates 2004-04-22

• 1.21 Youth spending on mobile products by region 2003-2006

• 1.22 Highest and lowest Youth spending on mobile products 2004

• 1.23 Average monthly Youth spend on mobile products by region 2003-2006

• 1.24 Highest and lowest Youth spends on mobile products by region 2004

• 1.25 Average monthly Youth spend on mobile products by region 2003-2006

• 1.26 Highest and Lowest Average monthly Youth spend on mobile products 2004

SECTION TWO: DEVELOPING MOBILE PRODUCTS FOR YOUTH


mobileYouth research identifies The 3 Needs of youth demand. These vary markedly with age, genderand positioning within youth peer groups. Companies must use The 3 Needs to create lasting youthbrands and gain visibility.

• Which of the 3,000 daily marketing messages do youth listen to?

• Why is making mobile products "fun¨, "cool¨ and "entertaining¨ no longer enough?mobileYouth 200421c The Coda Centre, Fulham, London SW6 6AWTel: +44 (0) 207 386 36 35www.mobileYouth.org

• What are The 3 Needs of youth demand?

• What are the right words to use in youth product development and marketing strategy?

• Why are "Youth Market¨ strategies misguided?

• How does age affect demand for youth products?

• Which young consumers have the greatest impact on your product's success?

• How are trends created?

• How does country and geographical region influence demand for mobile youth products andservices?

Charts and Tables:

• 2.1 mobileYouth consumer niches

• 2.2 Market sizes consumer niches

• 2.3 Products and their typical behaviours

• 2.4 Consumer niches, product tolerance and loyalty

• 2.5 Survey: mobileYouth on the Street: "I would have less friends if I didn't own a phone¨

• 2.6 Age and relevant behaviours

• 2.7 How age impacts youth behaviour

• 2.8 Observable vs fundamental layer of youth consumer behaviour

• 2.9 Survey: mobileYouth on the street: "Most of the text messages I send are fun and cool¨

SECTION THREE: MARKETING YOUTH PRODUCTS


Successful youth strategies are based on a strong alignment between The 5 Drivers, lifestyle andproduct. The case studies show how informed companies took advantage of to gain significantcompetitive advantage. mobileYouth identifies strategic options available in youth productdevelopment, sales and marketing. Companies can maximize the lifespan of their mobile products byimplementing these strategies successfully.

• How did Pokemon outsell Tamagotchi and sustain a multi-billion youth franchise?

• Why does Nike lead youth trends when Reebok follows?

• Why do youth prefer Nokia to T-Mobile?

• How can mobile companies learn from the successes and failures of youth brands?

• What are the 4 Youth technology marketing strategies?

Charts and Tables:

• 3.1 breakdown of youth disposable income

• 3.2 Survey: mobileYouth on the street: "I have little free time¨

• 3.3 Survey: Mobile's Share of "The Pie" in 38 key markets

• 3.4 Survey: Youth spending on mobile as a % of disposable income by country 2004-2006

• 3.5 Top 10 Markets where the Mobile Sector has the largest slice of "The Pie¨

• 3.6 Mobile industry growth displacing other Youth sectors

• 3.7 Markets where the Mobile Sector's Share of "The Pie¨ is increasing or decreasing 2004-2006

• 3.8 Mobile's growing revenue threat to other Youth sectors

• 3.9 Who influences the impact of marketing? The Leader as the Group filter

• 3.10 Abridged list of features and Youth benefits words used in corporate PR & marketing

• 3.11 How clearly are companies communicating Benefits rather than Features?

• 3.12 Survey: mobileYouth on the street: "I currently prefer picture message to text messaging¨

• 3.13 The decline of Mass-Media in marketing to Youth

• 3.14 What can Levi's teach the Mobile Industry?

• 3.15 Youth product adoption patterns - Nike, Pokemon, Tamagotchi, SMS and MMS

• 3.16 Youth product adoption of mobile technologies

• 3.17 Potential value in filling Benefit Gap

• 3.18 Youth marketing zones - how awareness affects marketing effectiveness

• 3.19 Youth marketing zones - how awareness affects marketing effectiveness

• 3.20 Options in marketing technology to Youth: The 4 strategies

• 3.21 The 4 Youth technology marketing strategies

• 3.22 Partnership marketing - benefits & costs

• 3.23 Pressure marketing - benefits & costs

• 3.24 Evolutionary marketing - benefits & costs

• 3.25 Bubble marketing - benefits & costs

SECTION FOUR: ECONOMICS, CULTURE AND MARKET INFRASTRUCTURE


Economics, culture and market infrastructure shape but do not determine Youth demand for mobileproducts. This section analyses how these factors influence adoption.

• Do Japanese, European and American Youth have different or similar consumption patterns?

• How can companies use the latest developments from Japan to their advantage?

Charts and Table:

• 4.1 Survey: mobileYouth on the street: "I can match these names to pictures¨

• 4.2 Survey: mobileYouth on the street: "My friends are using camera phones more than cameras¨

• 4.3 Mobile market evolution - from Volume to Value

• 4.4 Description of the 3 stages of mobile market evolution

• 4.5 Vodafon

Abstract

mobileYouth® highlights demographic trends and forecasts how these will affect spending patterns by 2006. Youth are spending a significant amount of their disposable income on mobile products affecting their spending on traditional non-mobile goods such as CD singles, chocolate and video games. The current level of spending on youth mobile products is set to change. mobileYouth® shows how these changes will impact business from now until 2006.

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