Full presentation here http://www.slideshare.net/mobileyouth/the-2011-mobileyouth-smart-index-handset-brands Download http://www.mobileyouthreport.com/presentations

1. Smart Phones need SMART brands: New Survey on Youth Influence - 03-31-2011
PDF downloaded from mobileYouth® - http://www.mobileyouth.org
Smart Phones need SMART brands: New Survey on Youth
Influence
by mobileYouth - Thursday, March 31, 2011
http://www.mobileyouth.org/post/smart-phones-need-smart-brands-new-survey-on-youth-influence/
The 2011 mobileYouth SMART index results available
We've just released a new set of data on youth influence and handset branding. It covers 3 markets -
US/Africa/Asia. Focus in word of mouth, influence, earned media. 65% of youth handset purchases are driven by
word of mouth. What youth say is far more important than what our marketing departments say.
How can Earned Media be measured? How does it drive profitability. We share our answers & insights generated
from the survey data.
You can download the basic version direct from Slideshare.
The SMART Index: Simple Mobile Advocacy & Recommendation Tracker
The challenge is moving from outdated marketing models to more effective ones without finding suitable metrics to
measure performance. That’s why we developed the SMART index – a powerful tool to help mobile brands
become part of youth conversations.
Key questions addressed in this presentation:
The Power of Influence
Which handset brands are youth recommending the most?
Where can each brand find its beachhead of vocal fans?
How does influence vary by brand, age, gender and location?
Smart phones need SMART brands
Winning the influential youth segment means using the right metrics, that’s why we pioneered the mobileYouth®
SMART index – a simple measure of youth advocacy that strongly correlates with profitability
Blackberry: App store or BBM?
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2. Smart Phones need SMART brands: New Survey on Youth Influence - 03-31-2011
PDF downloaded from mobileYouth® - http://www.mobileyouth.org
Why does Blackberry need to focus 100% on BBM and less on the app store? Why does BB need to start
involving youth in its product development process to stay ahead of the curve?
Apple & Teens: Pandora’s Box
Why are the next 3 years going to be a real test of Apple’s control based business model as an increasing
number of teens get hold of Iphones?
Samsung: Reliability or Innovation?
Why is Samsung’s future brand strength with youth dependant on its ability to become the most reliable handset?
Why is a heavy focus on the app store and high tech a distraction for Samsung?
Motorola or Sony Ericcson?
Why is the survival of these brands dependant on which one wins the 20-24 yr old male student market? How can
they turn cashless innovators into their leading source of brand appeal? Why will only one of these mobile brands
survive in tact 5 years from now?
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