(Graham Brown mobileYouth) mobileYouth.org event presentation slides

Workout 2008 London 2 May 2008

The 3 Biggest Challenges We Face In marketing to Youth The 3 Biggest Challenges

Key Marketing Insights Displace More on music? Youth spend 8x more on mobile phones as they do on music

Key Marketing Insights Lose out UK Youth now spend up to 12% of their income on mobile

Youth spending on chocolates fell for the first time in 50 years in 2003 Key Marketing Insights Relevance

Smoking by teenagers declined in 2003 and 2004, the first time in a decade Key Marketing Insights Also Us?

Staying Relevant
- Keeping on the radar
The 3 Biggest Challenges Nike/Levis

What happens when you sell features? ► Levis sold 50% of the world’s jeans in 1986 ► Levi’s focused on feature led innovation – being “the best” or “the original” ► Not about being “good” but being “relevant”. Nike & Levis How to?

Attention Connect with the social drivers

2) Charging - Monetizing the segment that won’t pay The 3 Biggest Challenges Chg = Mktg?

Pricing = Marketing? R adiohead’s experiment with next generation charging models was a success – netting between $9m and $20m in revenues without setting a fixed price. Long Term

Giving it away to make $ T he Daily Mail & Prince’s joint promotion netted the artist an approximate $18.8m in concert revenues through giving away the album for free (a loss of $4.6m) Trust

3) Trust - The foundation of dialogue The 3 Biggest Challenges Benefits of

Application Trust Means Consumers Listen & Forgive

Marketing to Youth led by Mark Linder, WPP * Rhys McLachlan, Mediacom * Helen Keegan, Beep Marketing * Ed Homes, Haygarth 1000 PANEL SESSION 1

Personalization & Avatars Tal Dagan, Comverse 1100 KEYNOTE PRESENTATION

Moderating Youth Communities Dominic Sparkes, Tempero 1120 CASE STUDY 2

1130 PANEL DISCUSSION 2 Web 2.0 & Social Networks led by Ged Carroll, Waggener Edstrom * Sunil Gunderia, Disney * Dominic Sparkes, Tempero * Tal Dagan, Comverse * Jeff Taylor, 3

1205 On the Street Video MOST FEATURED KEYWORDS

1210 ROUNDTABLE SESSION
Best Answers Win the Prize
Most featured keywords in the video
Size of the mobileYouth market (under 30s) a) $50bn b) $100bn c) $300bn
What do these brands have in common? Apple, Nokia, Krispy Kreme, Jet Blue
Top 3 Youth Hot Brands voted by our table
The 3 Core Components of a Youth Hot Brand
This time next year we’ll all be talking about this youth brand…(and why)

1400 PANEL DISCUSSION 3 Profiling Youth Consumers led by Nick Wiggin, KnowHow * Jack Wallington, IAB * Matthew Snyder, ADO Strategies * David Murphy, Mobile Mktg Magazine * Mo Firozabadian, Buongiorno

1450 CASE STUDY 3 Youth Entertainment by Louis Ford, Tanla Mobile

1500 CASE STUDY 4 Infotainment driving ARPU By Colin Campbell, Handmark

1510 PANEL DISCUSSION 4 Youth Entertainment led by Monty Munford, Monty’s Gaming Outlook * Marc Humphrey, SonyBMG * Gunnar Larsen, RealNetworks * Amelia Gammon, Universal * Neal Holroyd, Orange * Richard Morris, Player X * Louis Ford, Tanla Mobile

1610 CASE STUDY 5 Safeguarding Young Consumers By Simeon Coney, Adaptive Mobile

1620 FINAL PANEL House Motion: My Operator Looks After Me led by Graham Brown, mobileYouth * Raimund Schmolze, T-Mobile * Glyn Povah, O2 * Damien Saunders, Vodafone * Students from Huron University

THANK YOU! We Hope You Had a Great Day www.mobileYouth.org

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(Graham Brown mobileYouth) mobileYouth.org event presentation slides

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