(mobileYouth) Motorola: Reclaiming Indonesia. How can Motorola re-awaken its moto-lovers?
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(mobileYouth) Motorola: Reclaiming Indonesia. How can Motorola re-awaken its moto-lovers?

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Motorola had its glory days among Indonesian youth with the RAZR handsets. In recent years BlackBerry has replaced Motorola in the Indonesian youth market. But there are passionate users of Motorola ...

Motorola had its glory days among Indonesian youth with the RAZR handsets. In recent years BlackBerry has replaced Motorola in the Indonesian youth market. But there are passionate users of Motorola who still wait for the brand to give them some social currency. Who are they? How can Motorola activate them? Download the presentation to get the answers at http://www.mobileyouthreport.com/reclaimed

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(mobileYouth) Motorola: Reclaiming Indonesia. How can Motorola re-awaken its moto-lovers? Presentation Transcript

  • 1. Motorola: Reclaiming Indonesia
    FLICKR: HONOU
  • 2. The story so farMotorola had given Nokia a run for its money with the RAZR flip phones. However, in the last five years it has not been able to repeat that success with new handsets.The opening of social currency left by RAZR has been filled by BlackBerry and BBM in recent times. Fortunately for Motorola, its most passionate users remain true to the brand though not visible & vocal.
    FLICKR: GABRIEL ALVES
  • 3. Beachheads …
    are the most influential customer segment that Motorola needs to serve if it aims to conquer the mainstream market.
    Motorola beachheads are male users in the 20-24 age group. They perceive handsets as an affordable evolution of their favorite childhood toy. It is a medium to reclaim and share a space for fun, adventure, and exploration with their friends.
    FLICKR: ILQUOQUO
  • 4. What’s next?Motorola is competing against Sony Ericsson to gain the attention of the 20-24 year old male Indonesian youth.Its beachheads have gone mute due to lack of social currency from the brand. They are driven by a need to reclaim a social space for discovering their identities through ‘play.’ Motorola needs to give its beachheads a playground to explore themselves.
    FLICKR: JESSICA MERZ
  • 5. Key questions for Motorola Indonesia
    How can you re-awaken your beachhead community to advocate the brand again?
    How can you facilitate play and discovery among your beachheads?
    How can you provide social space for your beachhead to explore their identities?
  • 6. How Beachheads Work
    Sell to the Sold.
    Focus on the 10% of the market that will influence the 90%
    Influence(Earned Media)
    Customers
    Marketing Focus
  • 7. 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
    SHARE OF MARKET PROFIT
    -60%
    60%
    Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a % 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%
    Nokia
    Source: mobileYouth 2011
    -60%
  • 8. Find out more about your 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