(mobileYouth) India Reclaimed

INDIA RECLAIMED THE STORY OF ONE GENERATION AND THEIR QUEST TO FIND LOST SOCIAL SPACEFLICKR: JASKIRAT SINGH BAWA DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

WHAT’S INSIDE?DOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

TABLE OF CONTENT INDIA RECLAIMED BY MOBILEYOUTH1. A story of change. From Chaupals to Cafes 4. Teenage Pirates • Introducing the story of change • Skipping classes • Change driven by Positive Deviance • About the pirates • Beachheads = Change agents • Apple iPhone beachheads • 3 Beachheads communities • Key questions for Apple2. Disruptive Divas 5. Bonus: Nokia India Case Study • The Pink Chaddi Campaign • Past, Present & Future • About the Divas • Asia Reclaimed Tour • BlackBerry beachheads 6. What’s next for handset brands? • Key Questions for BlackBerry • Apply social thinking3. Cashless Innovators • Dialogue is earned media • Motorbike culture • Activate your beachheads • About the innovators • More on beachheads • Sony Ericsson Vs. Motorola • Download this presentation • Key questions for Sony Ericsson • Key questions for Motorola DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

DOWNLOAD THIS PRESENTATION http://www.MobileYouthReport.com/Reclaimed Reclaimed is a new series of presentations aimed at mobile handset manufacturers. In this series we explore the key social drivers of todays youth and how the mobile phone fits into their daily social lives. Reclaimed looks at how mobile phones form a composite element of daily influence, peer group interaction and social status for youth. GRAHAM FREDDIE GHANI BROWN BENJAMIN KUNTO NAVIGATE USING ToC Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

A STORY OF CHANGE FROM CHAUPALS TO CAFES Why should mobile companies pay attention? Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

In rural India, the hub of community life is the chaupalusually a simple raised platform shaded by a large pipal tree (sacred fig)FLICKR: SINDHIDB Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

35% of India’s population in 2010 is classified as migrantsMigration to big urban cities has led to loss of communal chaupalsFLICKR: VILLE MIETTINEN Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

60% of urban population in India is below the age of 30Urban lives are hectic, demanding and lonely for young IndiansFLICKR: HARSHA K R Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

But young Indians recreate chaupals in new spaces Comesum in New Delhi is filled all night mostly with young migrant BPO employeesFLICKR: HANGBOOK Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

India Reclaimed is the story of young Indians on a quest to reclaim lost social space by breaking barriers and corrupting existing spaces and how mobile is a key tool in their questSOURCE: KAMSHOTS Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

CHANGE DRIVEN BY POSITIVE DEVIANCE Young people corrupt bypass mutate tunnel under existing products 1. LOSS OF SOCIAL SPACE 2. POSITIVE DEVIANCE 3. RECLAIMED New behaviors Change disrupts emerge around existing networks. products and Loss of social space technologies to reclaim the social space Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

BEACHHEADS = CHANGE AGENTS CHANGE BEGINS WITH BEACHHEADS Focus on the 10% of the market that will influence the 90% Influence (Earned Media) Customers Marketing Focus Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

3 BEACHHEADS COMMUNITIES EACH WITH OWN UNIQUE DRIVERS TEENS 20-24 (Teenage Pirates) MALE 25-29 (Cashless Innovators) FEMALE (Disruptive Divas) Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

DISRUPTIVE DIVAS 25-29 year old females driven by emancipation New social tools & spaces to mark their arrival An emerging generation of change agents Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

THE PINK CHADDI CAMPAIGN January 24, 2009 Members of the Shri Ram Sena – a right wing Hindu group - beat up a group of young women for practicing western traditions like going to a pub and drinking with men. February 4, 2009 Shri Ram Sena chief Pramod Muthalik vows to disrupt Valentines Day celebrations February 5, 2009 Nisha Susan, a journalist, sets up The Consortium of Pubgoing, Loose, and Forward Women group on Facebook and mobilizes women to send pink underwear to Pramod Muthalik. The protest is dubbed as the Pink Chaddi Campaign (chaddi=underwear). February 14, 2009 The Facebook group has over 20,000 members – men & women – in less than 10 days. Shri Ram Sena chief Pramod Muthalik receives over 2000 pink chaddis. Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Disruptive Divas 25-29 year old Indian females driven by emancipation looking for social spaces - to make themselves heard - to congregate around a common cause - to reclaim the basic human right to socialize so what’s in it for BlackBerry?FLICKR: ALCINO Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

25-29 YEAR OLD FEMALE BLACKBERRY BEACHHEADS 25-29 F 25-29 F Teens 25-29 as Family F drivers Adults STAGE 1: STAGE 2: STAGE 3: Young girls focused on Young girls receive Young girls view traditional “youth “hand me down” BlackBerry handsets as brands” view BlackBerry BlackBerry handsets a status symbol of as adult executive from older siblings & “emancipation” and handset brand parents arrival Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Key questions for BlackBerry BBM Vs. Apps Which one do the divas prefer? BBM enhancements How to co-create next-gen BBM with divas? BBM as an enabler How to help divas find new social spaces?FLICKR: MARKOS LUZARDO Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

CASHLESS INNOVATORS 20-24 year old males with student lifestyle Few resources but plenty of ideas Significance driven by innovation Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

2-WHEELER SALES TREND IN INDIA Motorbikes 12 are synonymous with 10 young Indian male seeking adventure Sales in millions of units 8 6 Strapped for cash 4 20-24 year old males, purchase used bikes 2 which are then modified and personalized upon 0 2005-06 2006-07 2007-08 2008-09 2009-10FLICKR: ANSHUL DABRAL Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Cashless Innovators 20-24 year old Indian males driven by adventure looking for social spaces - to discover their identities - to explore new realms with friends - to replace childhood toys with new social tools so what’s in it for Sony Ericsson, & Motorola?FLICKR: ANSHUL DABRAL Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

20-24 YEAR OLD MALE SONY ERICSSON VS. MOTOROLA The brand to successfully engage its beachhead will emerge as the winner TIME: Time to explore and access to wide peer network of ideas STATUS: DEMAND: Lack of material Strong demand for resources and few social tools due to accumulated status large number of symbols (e.g. interactions car, house, career) Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Key questions for Sony Ericsson Identify How to identify beachheads from customers? Facilitate How to facilitate play & discovery? Reclaim How to be part of the reclaim movement?FLICKR: JOHN HAYFIELD FLICKR: LUKE KARAKATSANIS Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Key questions for Motorola Re-awaken How to re-awaken the beachhead community? Explore How to help beachheads explore their identities ? Social Currency What is the social currency that beachheads desire?FLICKR: HONOU Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

TEENAGE PIRATES Teenage Cultural Hackers More time than money Tendency to ‘Bend the System’ Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Indian teenagers willingly take up extra classes at tuition and coaching centers It is common for them to skip classes and go socialize with friendsFLICKR: PAULA RAY Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

15-19 year old Indian teenagers driven by tendency to bend the system looking for social spaces - to hack & corrupt - to recreate as their own - to share their discovery with others so what’s in it for Apple?FLICKR: JANE HOULE Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

15-19 YEAR OLD TEENAGERS APPLE IPHONE BEACHHEADS Hand-me-down iPhones from parents are an unopened treasure chest Cultural Hacking Apple model is built on CONTROL Positive Sharing Deviance Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

Key questions for Apple Jailbreak Why are they jailbreaking the iOS? Co-Create How to co-create and prevent jailbreaking? Social Spaces How to create affordable social spaces?FLICKR: HARSHA K R Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

BONUS: NOKIA INDIA CASE STUDY How can Nokia regain the teen market in India? Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

NOKIA INDIA PAST, PRESENT & FUTURE PAST PRESENT FUTURE #1 in Innovation Beaten by Apple RECOMMENDATION: Nokia needs to bring focus #1 in Social Badge Replaced by BlackBerry back to its customers. Its beachheads are in the 25- #1 in Affordability Outdone by Samsung 29 age group driven by nostalgia for the old days REASON: REASON: of Snake. Give them a The only handset Minimal focus on social space to interact brand available to customers compared with each other and customers in the to device, design and activate them for word-of- market. technology. mouth marketing. Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

mobileYouth Asia Reclaimed Tour 2011 We have more data, insights and case studies to share book a presentation http://www.mobileyouth.asia/contact Phone: +852 8191 3452FLICKR: BIES Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

WHAT’S NEXT FOR HANDSET BRANDS? mobileYouth recommendations Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

APPLY SOCIAL THINKING A PEOPLE-CENTRIC WAY OF DOING BUSINESS SOCIAL THINKING VS BIG IDEA THINKING YOUNG PEOPLE YOUTH CONSUMERS EMOTION LOGIC DIALOGUE ADVERTISING PASSION MARKETING SOCIAL SPACE PRODUCT DESIGN SOCIAL CURRENCY PRODUCT FEATURES Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

DIALOGUE IS EARNED MEDIA EARNED MEDIA LEADS TO SALES Young people are already talking to each other about their passions and values. Earned media is when your brand facilitates this on-going dialogue between young people instead of interrupting it. This leads to sustained growth in revenues and profit margins for your product. DIALOGUE EARNED MEDIA SALES Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

ACTIVATE YOUR BEACHHEADS BEACHHEADS MAKE BRANDS PROFITABLE Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits SMART INDEX 60% BlackBerry Apple Samsung Sony Ericsson Motorola CHANGE IN -60% 60% SHARE OF MARKET PROFIT Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a Nokia % share. For example, Apple’s SMART index recommendation score for youth has increased nearly 50% while its share of total markets has increased nearly 50% Source: mobileYouth 2011 -60% Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

FIND OUT MORE ABOUT BEACHHEADS ALL QUESTIONS ON BEACHHEADS ANSWERED BRAND HEAT MAPS BRAND RANKINGS BRAND BEACHHEADS A CROSS CULTURE STUDY ON THE EFFECTIVENESS OF BRAND BEACHHEADS AND HOW THEY AFFECT FUTURE PROFIT FOR MOBILE BRANDS LIKE BLACKBERRY, NOKIA, APPLE, SONY ERICSSON, SAMSUNG & MOTOROLA HTTP://WWW.MOBILEYOUTHREPORT.COM Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

DOWNLOAD THIS PRESENTATION http://www.MobileYouthReport.com/Reclaimed Reclaimed is a new series of presentations aimed at mobile handset manufacturers. In this series we explore the key social drivers of todays youth and how the mobile phone fits into their daily social lives. Reclaimed looks at how mobile phones form a composite element of daily influence, peer group interaction and social status for youth. GRAHAM FREDDIE GHANI BROWN BENJAMIN KUNTO Back to Table of ContentDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

ALSO GET INSIGHTS FROM INDONESIA RECLAIMED HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMEDDOWNLOAD THIS PRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

FLICKR: RAJESH JHA THANK YOU Back to Table of Content DOWNLOAD THIS PRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED

(mobileYouth) India Reclaimed

by Graham Brown (mobileYouth) on Apr 19, 2011

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(mobileYouth) India Reclaimed — Presentation Transcript