• Save
(mobileYouth) India Reclaimed
Upcoming SlideShare
Loading in...5
×
 

(mobileYouth) India Reclaimed

on

  • 2,395 views

The story of one generation and their quest to find lost social space. Reclaimed is a new series of presentations aimed at mobile handset manufacturers. In this series we explore the key social ...

The story of one generation and their quest to find lost social space. Reclaimed is a new series of presentations aimed at mobile handset manufacturers. In this series we explore the key social drivers of today’s youth and how the mobile phone fits into their daily social lives. India Reclaimed looks at how mobile phones form a composite element of daily influence, peer group interaction and social status for youth in India. Who are the key customer segments that BlackBerry, Nokia, Sony Ericsson, Motorola and Apple should target and why. Download the entire presentation at http://www.MobileYouthReport.com/Reclaimed

Statistics

Views

Total Views
2,395
Views on SlideShare
2,224
Embed Views
171

Actions

Likes
8
Downloads
1
Comments
0

3 Embeds 171

http://www.mobileyouthreport.com 167
http://www.udemy.com 2
http://192.168.6.184 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    (mobileYouth) India Reclaimed (mobileYouth) India Reclaimed Presentation Transcript

    • INDIA** RECLAIMED THE!STORY!OF!ONE!GENERATION!AND! ! THEIR!QUEST!TO!FIND!LOST!SOCIAL!SPACE!FLICKR:JASKIRATSINGHBAWA DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • WHAT’SINSIDE?!DOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • TABLEOFCONTENT! INDIA!RECLAIMED!BY!MOBILEYOUTH!1.  Astoryofchange.FromChaupalstoCafes 4.  TeenagePirates •  Introducingthestoryofchange •  SpiritofJugaad •  ChangedrivenbyPosiPveDeviance •  Skippingclasses •  Beachheads=Changeagents •  Aboutthepirates •  3BeachheadscommuniPes •  AppleiPhonebeachheads2.  DisrupPveDivas •  KeyquesPonsforApple •  ThePinkChaddiCampaign 5.  Bonus:NokiaIndiaCaseStudy •  AbouttheDivas •  Past,Present&Future •  BlackBerrybeachheads •  AsiaReclaimedTour •  KeyQuesPonsforBlackBerry 6.  What’snextforhandsetbrands?3.  CashlessInnovators •  Applysocialthinking •  Motorbikeculture •  Dialogueisearnedmedia •  Abouttheinnovators •  AcPvateyourbeachheads •  SonyEricssonVs.Motorola •  Moreonbeachheads •  KeyquesPonsforSonyEricsson •  DownloadthispresentaPon •  KeyquesPonsforMotorola DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • DOWNLOADTHISPRESENTATION h,p://www.MobileYouthReport.com/Reclaimed** Reclaimed is a new series of presentaPons aimed at mobile handset manufacturers.Inthisseriesweexplorethekeysocialdriversoftodaysyouth andhowthemobilephonefitsintotheirdailysociallives.Reclaimedlooksat how mobile phones form a composite element of daily influence, peer group interacPonandsocialstatusforyouth. GRAHAM FREDDIE GHANI BROWN BENJAMIN KUNTO NAVIGATEUSINGToC BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • A*STORY*OF*CHANGE** FROM*CHAUPALS!TO*CAFES* WhyshouldmobilecompaniespayadenPon? BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • InruralIndia,thehubofcommunitylifeisthechaupal!usuallyasimpleraisedplaeormshadedbyalargepipal!tree(sacredfig)FLICKR:SINDHIDB BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 35%ofIndia’spopulaPonin2010isclassifiedasmigrantsMigraPontobigurbanciPeshasledtolossofcommunalchaupalsFLICKR:VILLEMIETTINEN BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 60%ofurbanpopulaPoninIndiaisbelowtheageof30!UrbanlivesarehecPc,demandingandlonelyforyoungIndiansFLICKR:HARSHAKR BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • ButyoungIndiansrecreatechaupalsinnewspaces! ComesuminNewDelhiisfilledallnightmostlywithyoungmigrantBPOemployeesFLICKR: HANGBOOK BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • India!ReclaimedisthestoryofyoungIndiansonaquest! toreclaimlostsocialspacebybreakingbarriersandcorrupPngexisPngspaces andhowmobileisakeytoolintheirquestSOURCE:KAMSHOTS BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • CHANGEDRIVENBY!! POSITIVE!DEVIANCE! Youngpeople corrupt bypass mutate tunnelunder exisPngproducts 1.*LOSS*OF*SOCIAL*SPACE* 2.*POSITIVE*DEVIANCE* 3.*RECLAIMED* Newbehaviors Changedisrupts emergearound exisPngnetworks. productsand Lossofsocialspace technologiesto reclaimthe socialspace BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • BEACHHEADS=CHANGEAGENTS! CHANGE!BEGINS!WITH!BEACHHEADS! Focusonthe10%ofthemarketthatwillinfluencethe90% Influence (EarnedMedia) Customers MarkePng Focus BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 3BEACHHEADSCOMMUNITIES EACH!WITH!OWN!UNIQUE!DRIVERS! TEENS 20k24 (TeenagePirates) MALE 25k29 (CashlessInnovators) FEMALE (DisrupPveDivas) BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • DISRUPTIVE*DIVAS* 25k29yearoldfemalesdrivenbyemancipaPon Newsocialtools&spacestomarktheirarrival AnemerginggeneraPonofchangeagents BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • THE*PINK*CHADDI*CAMPAIGN* January*24,*2009 MembersoftheShriRamSena–arightwing Hindu group k beat up a group of young women for pracPcing western tradiPons like goingtoapubanddrinkingwithmen. February*4,*2009 ShriRamSenachiefPramodMuthalikvowsto disruptValenPnesDaycelebraPons February*5,*2009 Nisha Susan, a journalist, sets up The! Consor1um! 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 receivesover2000pinkchaddis.! BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • DisrupDve!Divas! 25k29yearoldIndianfemales drivenbyemancipaPon lookingforsocialspaces ktomakethemselvesheard ktocongregatearoundacommoncause ktoreclaimthebasichumanrighttosocialize sowhat’sinitforBlackBerry?FLICKR:ALCINO BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 25k29YEAROLDFEMALE BLACKBERRY!BEACHHEADS! 25k29 F 25k29F 25k29 as Teens Family F drivers Adults STAGE1: STAGE2: STAGE3: Younggirlsfocusedon Younggirlsreceive Younggirlsview tradiPonal“youth “handmedown” BlackBerryhandsetsas brands”viewBlackBerry BlackBerryhandsets astatussymbolof asadultexecuPve fromoldersiblings& “emancipaPon”and handsetbrand parents arrival BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • KeyquesPonsforBlackBerry* BBMVs.Apps Whichonedothedivasprefer?* BBMenhancements HowtocokcreatenextkgenBBMwith divas? BBMasanenabler Howtohelpdivasfindnewsocialspaces?FLICKR:MARKOSLUZARDO BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • CASHLESS*INNOVATORS* 20k24yearoldmaleswithstudentlifestyle Fewresourcesbutplentyofideas SignificancedrivenbyinnovaPon BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 2XWHEELER*SALES*TREND*IN*INDIA Motorbikes 12 aresynonymouswith 10 youngIndianmaleseekingadventure Sales*in*millions*of*units* 8 6 Strappedforcash 4 20k24yearoldmales,purchaseusedbikes 2 whicharethenmodifiedandpersonalizedupon 0 2005k06 2006k07 2007k08 2008k09 2009k10FLICKR:ANSHULDABRAL BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • Cashless!Innovators! 20k24 year old Indian males drivenbyadventure lookingforsocialspaces ktodiscovertheiridenPPes ktoexplorenewrealmswithfriends ktoreplacechildhoodtoyswithnewsocialtools sowhat’sinitfor Sony*Ericsson,*& Motorola?FLICKR:ANSHULDABRAL BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 20k24YEAROLDMALE SONY!ERICSSON!VS.!MOTOROLA! Thebrandtosuccessfullyengageitsbeachheadwillemergeasthewinner! TIME: Timetoexploreand accesstowidepeer networkofideas STATUS: DEMAND: Lackofmaterial Strongdemandfor resourcesandfew socialtoolsdueto accumulatedstatus largenumberof symbols(e.g.car, interacPons house,career) BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • KeyquesPonsforSony*Ericsson* IdenPfy HowtoidenPfybeachheadsfromcustomers?* Facilitate Howtofacilitateplay&discovery? Reclaim Howtobepartofthereclaimmovement?FLICKR:JOHNKARAKATSANIS FLICKR:LUKEHAYFIELD BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • KeyquesPonsforMotorola* Rekawaken Howtorekawakenthebeachheadcommunity?* Explore HowtohelpbeachheadsexploretheiridenPPes? SocialCurrency Whatisthesocialcurrencythatbeachheadsdesire?FLICKR:HONOU BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • TEENAGE*PIRATES* TeenageCulturalHackers MorePmethanmoney Tendencyto‘BendtheSystem’ BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • SpiritofJugaad Jugaadisaconceptthatexpressesaneed todowhatneedstogetdone withoutregardtowhatisperceived aspossibleoracceptable Asculturalhackers,Teenage!Piratesembody theSpirit!of!Jugaad!FLICKR:JOOSTJBAKER BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • Indianteenagerswillinglytakeupextra classes attuiPonandcoachingcenters Itiscommonforthemtoskipclasses andgosocializewithfriends Spirit!of!JugaaddrivesthemtousetuiPoncenters asameanstocreate!new!social!spacesFLICKR:PAULARAY BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 15k19yearoldIndianteenagers drivenbytendencytobendthesystem lookingforsocialspaces ktohack&corrupt ktorecreateastheirown ktosharetheirdiscoverywithothers sowhat’sinitforApple?FLICKR:JANEHOULE BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • 15k19YEAROLDTEENAGERS APPLE!IPHONE!BEACHHEADS! HandkmekdowniPhonesfromparentsareanunopenedtreasurechest! Cultural Hacking Applemodel isbuilton CONTROL PosiPve Sharing Deviance BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • KeyquesPonsforApple* Jailbreak WhyaretheyjailbreakingtheiOS?* CokCreate Howtocokcreateandpreventjailbreaking? SocialSpaces HowtofostertheSpiritofJugaad?FLICKR:HARSHAKR BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • BONUS:*NOKIA*INDIA*CASE*STUDY* HowcanNokiaregaintheteenmarketinIndia? BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • NOKIAINDIA PAST,!PRESENT!&!FUTURE! PAST* PRESENT* FUTURE* #1inInnovaPon BeatenbyApple RECOMMENDATION:* * Nokianeedstobringfocus #1inSocialBadge ReplacedbyBlackBerry back to its customers. Its beachheads are in the #1inAffordability OutdonebySamsung 25k29agegroupdrivenby 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 acPvatethemforwordkofk market. technology. mouthmarkePng. BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • mobileYouthAsiaReclaimedTour 2011 Wehavemoredata,insightsandcasestudiesto share booka!presenta1on hdp://www.mobileyouth.asia/contact Phone:+85281913452FLICKR:BIES BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • WHAT’S*NEXT*FOR*HANDSET*BRANDS?* mobileYouthrecommendaPons BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • APPLYSOCIALTHINKING A!PEOPLEMCENTRIC!WAY!OF!DOING!BUSINESS! SOCIAL*THINKING* VS* BIG*IDEA*THINKING* YOUNGPEOPLE YOUTHCONSUMERS EMOTION LOGIC DIALOGUE ADVERTISING PASSION MARKETING SOCIALSPACE PRODUCTDESIGN SOCIALCURRENCY PRODUCTFEATURES BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • DIALOGUEISEARNEDMEDIA EARNED!MEDIA!LEADS!TO!SALES! Youngpeoplearealreadytalkingtoeachotherabouttheirpassionsand values. Earned media is when your brand facilitates this onkgoing dialoguebetweenyoungpeopleinsteadofinterrupPngit.This leadsto sustainedgrowthinrevenuesandprofitmarginsforyourproduct. DIALOGUE EARNEDMEDIA SALES BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • ACTIVATEYOURBEACHHEADS BEACHHEADS!MAKE!BRANDS!PROFITABLE! Ournewmetric,SMARTIndex,measuresBeachheadacPvityfor eachhandsetbrandandshowsitsrelaPontobrandprofits SMART*INDEX* 60% BlackBerry Apple Samsung SonyEricsson Motorola CHANGE*IN** k60% 60% SHARE*OF*MARKET* PROFIT* Handset brands that have successfully increased their SMART scores have also seen anincreaseintheirshareofmarketprofitasa Nokia % share. For example, Apple’s SMART index recommendaPon score for youth has increased nearly 50% while its share of total marketshasincreasednearly50% Source:mobileYouth2011 k60% BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • FINDOUTMOREABOUTBEACHHEADS ALL!QUESTIONS!ON!BEACHHEADS!ANSWERED! BRANDHEATMAPS BRANDRANKINGS BRANDBEACHHEADS ACROSSCULTURESTUDYONTHEEFFECTIVENESSOFBRANDBEACHHEADS ANDHOWTHEYAFFECTFUTUREPROFITFORMOBILEBRANDSLIKE BLACKBERRY,NOKIA,APPLE,SONYERICSSON,SAMSUNG&MOTOROLA HTTP://WWW.MOBILEYOUTHREPORT.COM BacktoTableofContentDOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • ALSO*GET*INSIGHTS*FROM*INDONESIA*RECLAIMED* HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED**DOWNLOADTHISPRESENTATIONHTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • FLICKR: RAJESH JHA THANK*YOU* BacktoTableofContent DOWNLOADTHISPRESENTATION HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED
    • THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
    • THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
    • THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001