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. Indonesia Reclaimed looks at how mobile phones form a composite element of daily influence, peer group interaction and social status for youth in Indonesia. 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

1. MOBILE'YOUTH: '
INDONESIA'
RECLAIMED'
THE$STORY$OF$ONE$GENERATION$AND$THEIR$
QUEST$TO$FIND$LOST$SOCIAL$SPACE$
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2. WHAT’S'INSIDE?'
Indonesia' Reclaimed'
by'mobileYouth'
'
A' 40' slide' presentaCon'
d e t a i l i n g' c h a n g i n g'
I n d o n e s i a n' y o u t h'
b e h a v i o r' a n d' h o w'
mobile' technology' fits'
into'that'change.''
'
We' idenCfy' the' 3' key'
change' agents' and' the'
i m p l i c a C o n s ' f o r'
handset'brands.'
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3. DOWNLOAD'THIS'PRESENTATION'
hFp://www.MobileYouthReport.com/Reclaimed''
Reclaimed' is' a' new' series' of' presentaCons' 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.'Reclaimed'looks'at'
how' mobile' phones' form' a' composite' element' of' daily' influence,' peer' group'
interacCon'and'social'status'for'youth.''
CONTRIBUTORS'
GRAHAM' FREDDIE' GHANI'
BROWN' BENJAMIN' KUNTO'
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4. PROLOGUE:'A'STORY'OF'CHANGE'
How'did'Indonesian'youth'lose'their'
Social'Space'and'what'acts'of'PosiCve'
Deviance'help'them'reclaim'it?'
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5. THE'DISCONNECTED'GENERATION'
Jakarta' –' a' city' of' 5.5' million'
people'aged'less'than'30.'Each'
one'their'own'story.'Each'story'
one' of' a' generaCon' leaving'
their' comfort' zone' –' home'
towns' and' families' ^' to' find' a'
be_er' life' and' a' be_er' social'
network'in'a'city'of'strangers.'
'
This' is' one' generaCon’s' quest'
to' reclaim' their' lost' Social'
S p a c e' a n d' h o w' m o b i l e'
technology' is' a' key' tool' in' the'
story.'
'
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6. THE'DISCONNECTED'GENERATION'
1.'LOSS'OF'SOCIAL'SPACE' 2.'POSITIVE'DEVIANCE' 3.'RELCAIMED'
New'behaviors,'
Change'disrupts' products'and'
exisCng'networks.'' technologies'to'
Loss'of'Social'Space' reclaim'the'
Social'Space'
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7. THE'LOSS'OF'SOCIAL'SPACE'
Indonesian'villagers'have'been'
pracCcing'a'tradiCon'of'mutual'
cooperaCon' called' gotong%
royong'for'thousands'of'years.'
It' helps' create' a' communal'
space' where' people' come'
together'to'achieve'a'common'
goal.' As' young' people' migrate'
to' urban' centers,' they' lose'
that' communal' space.' Urban'
life' is' disjointed' with' a' lack' of'
space.'But'the'innate'tendency'
to' be' social' drives' them' to'
seek% gotong% royong' in' new'
FLICKR:'DANUMURTHI'MAHENDRA' spaces.''
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8. THE'QUEST'TO'RECLAIM'SOCIAL'SPACE'
W h e n' R a m a d h a n' e n d s ,'
millions' of' migrants' take' part'
in'Mudik%3%a'mass'exodus'from'
urban' centers' like' Jakarta' to'
reunite' with' their' families.'
Mudik' brings' the' migrant'
community' together' to' help'
each' other' return' home' by'
collecCve' booking' of' buses,'
trains' and' rented' cars.' The'
journey' itself' is' a' social' space'
w h e r e' m i g r a n t s' g e t' a n'
opportunity' to' reclaim' the'
goton%royong'experience.'
FLICKR:'JENAPH'SS'
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9. BEACHHEADS:'3'HEROES'ON'A'QUEST'
In' their' search' for' new' social'
spaces,' 3' disCnct' heroes' have'
emerged' among' the' youth' of'
Indonesia.''
1. DisrupCve'divas'
2. Cashless'innovators'
3. Teenage'pirates'
They' use' different' tools' but''
are' united' in' their' goal' to'
reclaim' their' right' to' socialize'
with' peer' networks.' They' are'
the'ones'who'drive'widespread'
change' in' culture.' We' call'
them'Beachheads.'
FLICKR:'JAAKO'
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10. THE'3'HEROES:'THE'3'DRIVERS'OF'CHANGE'
TEENS'
20^24' (Teenage'Pirates)'
MALE' 25^29'
(Cashless'Innovators)'
FEMALE''
(DisrupCve'Divas)'
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11. ACT'I:'THE'DISRUPTIVE'DIVAS'
25^29'year'old'Indonesian'females'
driven'by'emancipaCon.'An'emerging'
generaCon'of'change'agents.'
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12. ENCROACHING'MALE'TERRITORY'
The' tradiConal' image' of' a'
football' fan' in' Indonesia' is' a'
Bonek' ^' fanaCc' men' with'
painted' faces' and' a' level' of'
p a s s i o n ' t h a t ' n e a r s'
hooliganism.' In' 2011,' Boneks'
were' joined' by' young' girls' at'
the' football' stands' to' support'
local' and' naConal' teams.' We'
call' them' DisrupSve' Divas.' So'
what' made' them' shii' from' a'
mall' to' a' football' stadium'
while' sCll' wearing' branded'
apparel?'
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13. DISRUPTIVE'DIVAS'AND'BLACKBERRY'
25^29'year'old'females'are'key'bridge'for'
BlackBerry'in'Indonesian'market'
25^29'
F'
25^29'F'
25^29' as'
Teens' Family'
F' drivers'
Adults'
STAGE'1:'' STAGE'2:'' STAGE'3:''
Young'girls'focused'on' Young'girls'receive' Young'girls'view'
tradiConal'“youth' “hand'me'down”' BlackBerry'handsets'as'
brands”'view'BlackBerry' BlackBerry'handsets' a'status'symbol'of'
as'adult'execuCve' from'older'siblings'&' “emancipaCon”'and'
handset'brand' parents' arrival'
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14. FREEDOM'TO'HIJACK'
With' economic' development''
comes' female' emancipaCon.''
DisrupCve' Divas' in' Indonesia'
who' have' tasted' freedom' at'
home,' school,' college' &'
workplace'in'the'last'ten'years'
are' now' looking' for' the' same'
in' all' other' social' spaces' of'
everyday' life.' Football' is' one'
such' space.' Beachheads' are'
driven' to' seek' new' social'
spaces' and' football' is' not' the'
first' unconvenConal' space' the'
divas'have'found'and'hijacked.'
FLICKR:'TOREK'
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15. ONE'MAN’S'LOSS'IS'ANOTHER'GIRL’S'GAIN'
Another' social' space' that' was'
tradiConally' dominated' by'
men'but'got'hijacked'by'young'
Indonesian' girls' is' BlackBerry'
ownership.' They' discovered'
BBM' as' a' space' to' host' and'
connect' with' their' peer'
networks'.'Corporate'men'who'
were'heavy'users'of'BlackBerry'
had' ignored' BBM' for' years.'
Today' Indonesian' girls' are' the'
most' influenCal' customer'
segment' driving' BlackBerry’s'
growth'in'Indonesia.'
FLICKR:'M'LOBO'
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16. WHAT'NEXT'FOR'BLACKBERRY?'
BlackBerry' in' return' has'
focused' on' applicaCons' store'
and' done' very' li_le' for' its'
b e a c h h e a d ' o f ' y o u n g'
Indonesian' girls.' It' needs' to'
nurture' the' highly' influenSal'
beachhead' community' by' co^
creaCng'new'features'for'BBM.'
Beachheads' have' been' known'
to' abandon' brands' when' they'
stop'genng'the'required'social'
currency.' Just' ask' the' people'
over' at' Sour' Sally' –' an'
Indonesian'yogurt'chain.'
FLICKR:'DANIEL'GIOVANNI'
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17. DIVAS'QUEUE'UP'FOR'YOGURT'
Sour'Sally'is'a'yogurt'chain'that'
had' successfully' targeted'
young'Indonesian'girls'when'it'
first' started' and' built' a'
beachhead' community.' The'
beachheads'helped'spread'the'
good' word' about' Sour' Sally'
t h r o u g h' w o r d ] o f ] m o u t h'
r e c o m m e n d a S o n s .' S o o n'
enough,' large' groups' of'
Indonesian'girls'were'lining'up'
outside' the' yogurt' joint!' So'
what'drove'young'girls'to'Sour'
Sally'outlets?'
BLOG:'QUEENBEEDIARIES'
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18. IT’S'NOT'THE'YOGURT'
In' those' early' days,' young'
Indonesian'girls'perceived'Sour'
Sally' as' a' social' space' where'
they'could'hang'out'and'share'
gossip' with' ' friends.' It' was'
more'than'just'a'yogurt'outlet.'
Sour'Sally'was'a'space'for'their'
social' networks' to' come'
t o g e t h e r' a n d' n u r t u r e'
relaSonships' with' each' other.'
Youth' are' social' by' nature.'
They' are' driven' to' look' for'
spaces' that' allow' social'
interacCons.'
BLOG:'LITTLEBOWGIRL'
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19. BEACHHEADS'INFLUENCE'THE'MASS'MARKET'
Sour'Sally'became'an'overnight'
success' as' its' customer' base'
grew' rapidly.' Young' boys'
wanted' to' meet' girls.' Older'
women' wanted' to' be' seen' as'
young' girls.' Sour' Sally' catered'
t o' t h e' n i c h e' –' y o u n g'
Indonesian' girls' –' by' providing'
them' a' social' space.' The'
beachheads' in' turn' were' able'
to' a_ract' a' wide' range' of'
customers' bringing' Sour' Sally'
to' the' masses' and' making' the'
chain'a'success.''
BLOG:'TODAYSMOTHERHOOD'
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20. HOW'BEACHHEADS'WORK'
Sell'to'the'Sold.''
Focus'on'the'10%'of'the'market'that'will'influence'the'90%'
Influence'
(Earned'Media)'
Customers'
MarkeCng'Focus'
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21. WHEN'YOU'FORGET'ABOUT'BEACHHEADS'
Sour'Sally'has'gone'from'being'
a' niche' brand' to' an' everyday'
yogurt' seller.' Their' undoing'
was' the' lack' of' a_enCon'
towards' their' beachhead'
community.' The' yogurt' joint'
started' catering' to' the' mass'
market'and'lost'its'appeal'as'a'
social' space.' It' became' just'
another' yogurt' place.' Young'
girls' no' longer' saw' it' as' their'
space.'Remind'you'of'someone''
else' who' has' suffered' the'
same'fate?'
BLOG:'LITTLEBOWGIRL'
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22. NOKIA’S'INDONESIAN'CHALLENGE'
Nokia' ^' the' biggest' global'
handset' brand' has' also' lost'
touch' with' its' beachheads.' It'
used' to' be' the' most' preferred'
h a n d s e t' a m o n g' y o u n g'
Indonesians' about' ten' years'
ago.' Today' it' faces' tough'
compeCCon' from' ' BlackBerry'
and' Apple.' The' reason:' it' has'
ignored' its' beachheads' and'
been' catering' to' the' mass'
market.' So' who' are' Nokia’s'
beachheads' and' what' should'
Nokia'do?'
FLICKR:'JOHN'KARAKATSANIS'
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23. THE'INDONESIAN'ROADMAP'FOR'NOKIA'
There' sCll' is' opportunity' for'
Nokia'to'engage'its'beachhead'
community'of'25^29'year'olds.'
Female' members' within' that'
age' group' need' a' space' for'
their' Arisans' –' a' regular' social'
gathering' where' friends' and'
relaCves' exchange' gossip' and'
hold' ' lo_eries.' Arisan' groups'
o ff e r ' b e l o n g i n g ' a n d'
significance' to' its' members.'
Nokia' should' become' an'
enabler' of' the' Arisan' tradiCon'
among'Indonesian'women?''
FLICKR:'JOHN'KARAKATSANIS'
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24. ACT'II:'THE'CASHLESS'INNOVATORS''
20^24'year'old'males.'Student'lifestyle.'
Few'resources'but'plenty'of'ideas.'
Significance'driven'by'innovaCon'not'
status'symbols.'
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25. IN'SEARCH'OF'SOCIAL'TOOLS'
While' divas' hijack' football'
stands,' 20^24' year' old' men'
have' gone' aier' fixie' bikes.'
They' buy' the' oldest' possible'
fixie' bikes,' paint' them' bright'
and' ride' around' with' friends.'
Lack' of' money' and' a' constant'
need' to' explore' one’s' idenCty''
drives' them' to' discover'
affordable'social'tools.'We'call'
them' Cashless' Innovators.' So'
what'is'it'that'makes'fixie'bikes'
appealing' to' the' cashless'
innovators?'
BLOG:'CYCLONESIA'
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26. THE'INNOVATION'HOTSPOT'
The'InnovaCon'Hotspot'lies'in'
the'intersecCon'of'3'drivers'–'
TIME:'Time'to'explore' TIME,'STATUS'and'DEMAND.'
and'access'to'wide'peer' '
network'of'ideas''
20^24yr' males' occupy' this'
hotspot.' They' have' the' TIME'
t o' e x p l o r e' a n d' m a k e'
STATUS:'Lack'of'
mistakes,' few' available'
DEMAND:'Strong'
material'resources'
demand'for'social'
STATUS' symbols' to' offer'
and'few'
accumulated'status'
tools'due'to'large' alternaCves' and' a' growing'
number'of'
symbols'(e.g.'car,'
interacCons'
DEMAND'for'social'tools'from'
house,'career)'
b o t h' n u m e r o u s' d a i l y'
interacCons' and' a' growing'
sense'of'independence.''
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27. RECLAIMING'THE'PLAYGROUND'
For' cashless' innovators' in'
Indonesia,' fixie' bikes' are' an'
extension' of' childhood' toys'
they' used' to' bring' to' ' the'
playground' and' play' with'
friends.' They' have' outgrown'
the' playground' as' a' social'
space.' Using' fixie' bikes,' they'
have' created' a' social' space' to'
reclaim'the'same'sense'of'fun,'
adventure' and' discovery.' So'
what' drives' this' group' of'
beachheads' to' look' for' new'
toys'and'playgrounds?'
BLOG:'THECYCLEHELL'
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28. SPACE'TO'EXPLORE'AND'DISCOVER'
C a s h l e s s' i n n o v a t o r s' a r e'
constantly' looking' to' claim'
social' spaces' where' they' can'
explore' idenCCes' and' discover'
themselves.' The' space' needs'
to' be' affordable' to' fit' their'
budgets' but' offer' social'
currency' by' allowing' them' to'
innovate.' Cashless' innovators'
are' also' beachheads' for' two'
major' handset' brands:' Sony'
Ericsson' &' Motorola.' So' what'
can' the' handset' brands' do'
about'it?'
BLOG:'REZAVOODY'
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29. SONY'ERICSSON'VS'MOTOROLA'
Sony' Ericsson' and' Motorola'
n e e d' t o' i d e n C f y' t h e i r'
beachheads'i.e.'20^24'year'old'
men' who' are' already' using'
their' handsets' as' tools' to'
explore' and' discover' social'
spaces.' These' beachheads' will'
in'turn'help'the'brand'win'the'
rest' of' the' Indonesian' market.'
The' brand' that' successfully'
a c C v a t e s' i t s' b e a c h h e a d'
c o m m u n i t y' w i l l' e m e r g e'
successful.' The' other' will' be'
pushed'out'of'the'market.'
FLICKR:'ILQUOQUO'
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30. ACT'III:'THE'TEENAGE'PIRATES''
Teenage'Indonesians.'More'Cme'
than'money.'Cultural'Hackers'
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31. HACKING'THE'WARDROBE'
Indonesian' teenagers' prefer'
internaConal' branded' clothes.'
But' they' cannot' afford' the'
latest' Gucci' in' the' malls' of'
Jakarta.' However,' they' can'
r a i d' t h e i r' p a r e n t s' o l d'
wardrobe'for'a'Gucci'from'the'
bygone' era' which' is' then'
modified'to'fit'their'needs'and'
they' are' ready' to' go.' We' call'
these' re^designers' of' vintage'
apparel' Teenage' Pirates.' So'
how' are' they' finding' new'
social'spaces'for'themselves?'
CHICTOPIA:'RETAILTHERAPYJAKARTA'
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32. BENDING'THE'SYSTEM'
Teen' pirates' are' driven' to'
create' social' spaces' just' as'
much' as' cashless' innovators'
and' disrupCve' divas.' Their'
methods,' however,' tend' to'
bend' the' system.' This' is'
because' they' are' very' much'
removed'from'the'elements'of'
the' system' –' sales,' markeCng,'
and' product' development.'
Teen' pirates' gave' us' digital'
music' (Napster)' and' social'
networking'(Facebook).'Should'
companies'be'afraid'of'them?'
FLICKR:'USB'
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33. APPLE'VS'THE'INDONESIAN'TEENAGER'
It' hasn’t' happened' yet' but' it’s'
around' the' corner.' It' will' begin'
Cultural' with' older' siblings' and' parents'
Hacking' handing' down' out^of^warranty'
iPhones'to'teen'family'members.'
'
Apple'model' Unbridled' by' warranty' restricCons'
is'built'on' and' without' the' resources' to' pay'
CONTROL' for' Apps' or' update' their' OS' this'
PosiCve' generaCon'will'hack'their'way'to'a'
Sharing'
Deviance' soluCon.' Apple’s' model' is' built' on'
control' but' teens' see' the' world'
differently.' Apple’s' troubles' have'
yet'to'manifest'fully'in'Indonesia.'
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34. GRASSROOTS'INNOVATORS'
T e e n a g e' p i r a t e s' d o n ’ t'
u n d e r s t a n d' d e s i g n' a n d'
t e c h n o l o g y .' B u t' t h e y'
understand' their' own' needs'
and' that' of' their' social'
networks' be_er' than' anyone.'
As' grassroots' innovators,' they'
search' for' tools' to' fulfill' that'
need'and'create'a'social'space.'
Companies' need' to' help' them'
find' the' right' tools.' One'
company' that' should' partner'
w i t h' t e e n a g e' p i r a t e s' i n'
creaCng'social'spaces'is'Apple.'
FLICKR:'UNCLE'CAPUNG'
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35. IPHONE'IS'THE'NEW'TREASURE'CHEST'
The'biggest'challenge'for'Apple'
in' the' Indonesian' market' will'
be' teenagers' jailbreaking'
iPhones'handed'down'to'them'
by''their'parents.'For'them,'the'
iPhone' is' equivalent' to' a'
treasure' chest.' They' need' to'
break'it'open'to'see'what'they'
can' get.' Apple' needs' to'
involve' teen' pirates' in' the'
product' development' and'
markeSng' process' to' find' out'
what' apps' they' need' so' that'
they'won’t'have'to'jailbreak.'
FLICKR:'GONZALOBAEZA'
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36. EPILOGUE:'A'CHANGE'IN'MINDSET''
“The'way'you'see'the'problem'is'the'
problem”'^'Einstein'
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37. APPLY'SOCIAL'THINKING'
SOCIAL'THINKING' VS' BIG'IDEA'THINKING'
YOUNG'PEOPLE' YOUTH'CONSUMERS'
EMOTION' LOGIC'
DIALOGUE' ADVERTISING'
PASSION' MARKETING'
SOCIAL'SPACE' PRODUCT'DESIGN'
SOCIAL'CURRENCY' PRODUCT'FEATURES'
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38. ARE'YOU'FACILITATING'DIALOGUE?'
Young' beachheads' in' Indonesia' are' already' talking' to' each'
other'about'their'passions'and'values.'Earned'media'is'when'
your' brand' facilitates' the' on^going' dialogue' between' young'
people' instead' of' interrupCng' it.' This' ' leads' to' sustained'
growth'in'revenues'and'margins'for'your'product.'
DIALOGUE' EARNED'MEDIA' SALES'
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39. EARNED'MEDIA'DRIVES'HANDSET'SALES'
What'influences'youth'smartphone'sales?''
Paid'Vs'Earned'Media'
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40. NEXT'STEPS']'INDONESIAN'HANDSET'BRANDS'
• RECRUIT'BEACHHEADS'FOR'
IDENTIFY'FANS'
YOUR'BRAND'
CREATE'
• GIVE'BEACHHEADS'A'SOCIAL'
PERMISSION'
SPACE'FOR'THEIR'NETWORK'
ASSETS'
• INVOLVE'BEACHHEADS'IN'
YOUTHSOURCE'
THE'INNOVATION'PROCESS'
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41. BEACHHEADS'MAKE'BRANDS'PROFITABLE'
Our'new'metric,'SMART'Index,'measures'Beachhead'acCvity'for'
each'handset'brand'and'shows'its'relaCon'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'
recommendaCon' score' for' youth' has'
increased' nearly' 50%' while' its' share' of' total'
markets'has'increased'nearly'50%'
Source:'mobileYouth'2011' ^60%'
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42. FIND'OUT'MORE'ABOUT'BEACHHEADS'
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''
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43. THE MOBILEYOUTH 2013 REPORT
Want more trends?
MOBILEYOUTH
youth marketing mobile culture since 2001

44. 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

45. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001