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(Graham Brown mobileYouth) mobileYouth: Youth Mobile Trends Indonesia

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mobileYouth: Graham Brown of www.YouthResearchPartners.com (the people behind www.mobileYouth.org) and Muhammad Faisal of www.EnterTheLab.com discuss Youth Mobile Trends in Indonesia including …

mobileYouth: Graham Brown of www.YouthResearchPartners.com (the people behind www.mobileYouth.org) and Muhammad Faisal of www.EnterTheLab.com discuss Youth Mobile Trends in Indonesia including ownership rates, loyalty, BBM and twitter.

For the full audio discussion go to www.YoungIdeasSalon.com (webinar) and the full report PPT available @ www.YouthResearchStore.com

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  • 1. Youth
    MobileTrends
    Indonesia
    Preview of
    Latest research
    Youth Research Partners
    Muhammad FaisalYouth Research Laboratory Indonesia
    www.EnterTheLab.com
    Graham BrownYouth Research Partnerswww.YouthResearchPartners.com
    1
  • 2. This slideshare was discussed @www.YoungIdeasSalon.com webinar
    Youth Research Partners
    Muhammad FaisalYouth Research Laboratory Indonesia
    www.EnterTheLab.com
    Graham BrownYouth Research Partnerswww.YouthResearchPartners.com
    2
  • 3. Indonesian Mobile Youth Saturated
    Growth peaks in 2008. New growth result of multiple account ownership
    Highest growth in net additions
    Mobile activations by Age (mn pa)
    Net Additions (mn pa)
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    Source mobileYouth 2010 Figures based on mobile activations as opposed to individual owners
    3
  • 4. How many Mobiles do you have?
    Average city youth have 2+ mobile phones
    Youth Research Partners
    % of respondents
    Source Youthlab 2010Youthlab Online survey N=118, purposive sampling in Jakarta (18-28 years old)
  • 5. Youth profile
    Onet M20 Jakarta
    Multi-account and phone ownership. Negotiates complex tariffs to arrive at best usage scenario.
    • 3 Mobile Phones (Nokia, Sony Ericsson, Huawei)
    • 6. Wanted Mobile: Iphone (it has all the feature of my 3 current mobile phones)
    • 7. Mobile usage: video call, MP3, Internet through WIFI, Facebook, Twitter, Yahoo Messenger.
    • 8. Operator Card:IM3 Indosat, XL, Esia
    • 9. Preferred Operator Card: IM3 Indosat (“it’s cheaper than the others”)
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    5
  • 10. Metrics drive dilution in 20-29 yrs
    Targeting net additions results in growth of secondary accounts and revenue dilution
    Saturation reached in 2009 among 20-24 and 25-29 yr olds
    Mobile penetration %
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    Source mobileYouth 2010 Figures based on 2010 mobile activations as opposed to individual owners
    6
  • 11. Youth profile
    Meutia 27F Jakarta
    Multi-account ownership.Minimal operator loyalty. Follows the current discount/promotion and leaves when better offer available.
    • 2 Mobile Phones (Nokia, Sony Ericsson)
    • 12. Wanted Mobile: Blackberry (BBM)
    • 13. Mobile usage: Facebook & Twitter
    • 14. Operator Card:IM3 Indosat & AS card
    • 15. Preferred Operator Card: None (They’re all the same, I’ve change my operator cards 4 times just to try each promotion)
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    7
  • 16. Growth of Blackberry BBM
    BBM becomes default messenger platform replacing MSN in importance
    Mobile Messenger
    “Not having a Blackberry is suicidal, all the class materials and information are shared via BlackBerry Messenger. It’s free! That’s why I rarely reply to any sms”
    AlvieF22 Student, Bandung
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    8
  • 17. Growth of Twitter
    Indonesian youth use twitter for conversation not for broadcasting information
    Twitter“I Can’t live without BlackBerry .I Tweet while driving, eating, in classroom, sharing stories with friends..I send 1 tweet every 10 minutes”
    UllyF20 Student, Bandung
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    9
  • 18. Next Steps
    www.YouthResearchStore.com
    Youth Mobile Trends Indonesia 2010 by Youth Research Partners
    Youth Research Partners
    10

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