(mobileYouth) RIM: Reclaiming Indonesia. How can BlackBerry engage its fans to stay ahead of the curve?

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BBM allowed young Indonesian users to port their real life networks on to the handset and stay connected at all times. Today the most passionate BBM users are young females. What is it about BBM that …

BBM allowed young Indonesian users to port their real life networks on to the handset and stay connected at all times. Today the most passionate BBM users are young females. What is it about BBM that gets the so excited? What more do they want from BBM? How can BlackBerry serve this niche and win the rest of the youth maket? Download this presentation to get the answers. http://www.mobileyouthreport.com/reclaimed

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  • 1. RIM: Reclaiming Indonesia
    FLICKR: MISS-UNIQUE
  • 2. The story so farWhen Indonesian youth discovered BBM, they had found a new space to socialize with their peers. BBM allowed young Indonesian users to port their real life networks on to the handset and stay connected at all times.
    FLICKR: M LOBO
  • 3. Beachheads
    Today, the most passionate users and advocates of BBM are 25-29 year old females. They are BlackBerry’s beachheads - the cornerstone of BlackBerry’s market in Indonesia. BlackBerry is a social badge for its beachheads. BlackBerry’s social currency comes from enabling its beachheads to reclaim the intimate social space they used to have with their close friends.
    FLICKR: DANIEL GIOVANNI
  • 4. What’s Next?Numerous demands of the urban lifestyle had robbed BlackBerry’s beachheads of the social space they once shared with their close friends. This is the space they reclaimed using BBM..BlackBerry’s dominance in Indonesia depends on whether the beachheads continue to value BBM as the best place to reclaim this space. BlackBerry’s competitors are doing something about this. Is RIM doing enough to protect its dominance?
    FLICKR: ED SCHIPUL
  • 5. Key questions for BlackBerry Indonesia
    Is a focus on adding more applications the best way to enhance the BlackBerry experience for your beachheads?
    Will working on the Next Big Thing inside innovation labs really lead to creation of the
    Next Best Thing?
    How can you change good advertising campaigns like “BBM Heroes” into great ongoing dialogues?
  • 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