Marketing Mobile Operator Services to Young Consumers 2009 : Market Research Report

Marketing Mobile Operator Services to Young Consumers 2009

Published: Aug. 3, 2009 - 70 Pages

Report 1. Insights into Youth Mobile Trends and Mobile Behaviour: Title; Graham Brown Quote; How to Use this Report; Change; Emerging Youth Trends: Trouble Ahead?; ARPU Ceiling; The Slice and the Pie; Conditions place premium on Trust; Youth Show the Way; Integrated Use Up, Spending Down; The Trust Gap: has mobile left the backdoor open?; Industry’s Future lost at Grass Roots Level; How Mobile can Regain Mindshare; Stuck in the 20th Century; Industrial or Social?; DNA cannot be undone by tactics; Attention is Your Biggest Cost: Are you Interrupting or Connecting?; Attention is your biggest cost; Pipelines ignore filters; DNA = Metrics =Marketing = Failure; The True Cost of Marketing; Reliance on Nomadics; The True Cost of Churn; When Marketing Serves the Company; Insights; Ethnography - the key to unlocking the emotional appeal; Moving beyond the Observable; Blank; Gen Y Myths; Changing How we Gather Insight; When Consumer Insight Gets it Wrong; Moving towards Ethnography; Platform Marketing: Campaign to Legacy; Establish Permission First; Moving from Serial to Cyclical; Selling Barriers to Exit; Social Currency: why they buy; Blank; Selling a Lifestyle; Social Fabric that Connects; 2 Key Drivers of Consumer Behaviour; Replacing Symbols of Social Currency; Targeting; Beachheads: from mass to niche; Blank; Sell to the Beachhead not the Mass market; Insight is Competitive Advantage; Clarity is Power; Profiling; Teens: The Quest of Shared Experience; 272 million mobile teens; Where are they?; Mobile teen Market growth; Overview of Teen Consumers (13-17yrs); The Consumer Psychology of Teens; Teens and marketing; Teens and media; Teens and sharing; Teens and mobile internet; Teens and content; Teens and Handsets; Teens and Social Media; Students: An Alternative Mainstream; 341 million mobile students - Where are they?; Overview of Student Age Consumers (18-22yrs); The Consumer Psychology of Students; Students and media; Students and Marketing; Students and content; Students and handsets; Students and Social Media; Young Adults: Economic Significance, Display and Status Emerge; 387 million young adults Where are they?; Overview of Young Adult Consumers (23-27yrs); The Consumer Psychology of Young Adults; Young Adults and Media; Young Adults and Marketing; Young Adults and Content; Young Adults and Handsets; Young Adults and Social Media; Boys Display Girls Connect; Gender and Media; Gender and Mobile Content; Gender and Mobile Handsets; Gender and Social Media; Ethnics: Passionate Beachheads; Young Ethnics and Media; Young Ethnics and Mobile; iPhone Owners: Early Adopter Bubbles; Young iPhone Owners; Demand for Apps; Gamers: All Ages but differing styles; Young Gamers; Young Gamers; Mobile Music: Male and Ethnics; Marketing and Cross Selling Opportunities; Young Mobile Music Consumers; Mobile Internet: Teens when it’s free; Young Mobile Internet Consumers; Mobile Mail: So far, a substitute rather than a de-facto; Young Mobile Mail Consumers; Mobile Photo Sharing: Teen Sharers and Young Adult Displayers; Young Photo Sharing Consumers; Mobile Video: Online Female, Mobile Male. Young; Adults and Ethnics dominate; Young Video Consumers; Young Mobile Video Consumers; Social Media: All ages, all genders, all ethnicities but roles vary; Young Social Media Consumers; Contact; Come meet mobileYouth® on our world tour 2009; The Youth Marketing Workout 2009; mobileYouth Lead Author
2. Mobile youth product preference and development: Mobile Handsets and Young Consumers; Mobile Operators Servicing Young Consumers
3. Statistical mobile youth trends: What are the 3 most important statistical mobile youth trends and what is their implication for mobile providers?; What are the current ARPU trends and how do they differ by age and market?; What are the current data trends and how do they differ by age and market?; Typical customer profiles explained statistically; How do youth trends vary from emerging to mature markets?; How is youth spending on mobile changing?; What are the current subscriber trends and how do they differ by age and market?; What are the current churn and loyalty trends and how do they differ by age and market?

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.

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Marketing Mobile Operator Services to Young Consumers 2009

Table of Contents

Abstract