(mobileYouth) The 2011 SMART index: Handset Brands

The mobileYouth® SMART index:  Handset Brands and Youth 2011  Measuring  youth  inﬂuence  and  advocacy  to  predict  future  handset  brand  strength  and  market share. Key ﬁndings from  the 3 market pilot Mobile Youth  Survey by mobileYouth® 

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 locaDon?  Full Survey Data Available http://www.MobileYouthReport.com

Smart phones need SMART brands Winning the inﬂuenDal 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  Full Survey Data Available http://www.MobileYouthReport.com

1. Key QuesHons Answered  Full Survey Data Available http://www.MobileYouthReport.com

Blackberry: App store or BBM? 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?  Full Survey Data Available http://www.MobileYouthReport.com

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?  Full Survey Data Available http://www.MobileYouthReport.com

Samsung: Reliability or InnovaHon?  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 distracDon for Samsung?  Full Survey Data Available http://www.MobileYouthReport.com

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?  Full Survey Data Available http://www.MobileYouthReport.com

Nokia: Game Over or Last Life? Why do 25‐29 yr olds represent the bridge between the Nokia brand and  the lost teenage generaDon? Why is Nokia’s posiDon in emerging markets under threat from the Big 3? What does Nokia need to do now?  Full Survey Data Available http://www.MobileYouthReport.com

2. About the Mobile Youth Survey  Full Survey Data Available http://www.MobileYouthReport.com

What is this document and   why should I read it?  White Paper on youth influence and handset brands This Document:  MYS 2011 Contains 3 elements: You are reading a summarizing the key  1) SMART Index scores findings and recommenda6ons from the  2) The mobileYouth Brand Heatmap 2011 mobileYouth Survey (2011 MYS).   3) Recommenda6ons All charts are available for download at  MYS  contains  key  implica6ons  about www.MobileYouthReport.com   marke6ng and product development for  handset brands globally. The  Survey  was  conducted  by mobileYouth  with  the  Youth  Research  If you are focused on youth you will find Partners  in  3  markets  (Mr  Youth  USA,  data  and  recommenda6ons  that  will Rlabs  SA  and  Youthworks  Malaysia)  to  both  challenge  your  assump6ons  and test and share our findings.  place you ahead of the curve.  Full Survey Data Available http://www.MobileYouthReport.com

Why did we create the 2011  mobileYouth® Survey?  A Powerful Tool to Measure and Forecast Brand Strength Behavior to AXtude:  Comparing  Behavior  and  AXtude Companies  need  to  move  from  relying  Based Research Data in Youth Market on behavior based metrics to aQtude.  Behavior  AXtude Behavior  is  historical,  aQtude  future‐facing.  In  the  table  we  compare  the  Example  SMS Usage  Brand  Recommenda6on qualita6ve  diﬀerences.  What  value,  for example, another survey that shows US  Timeframe  Last Quarter  Next Quarter youth  use  3,000  texts  a  month?  We  Use  Repor6ng  Predic6on believe  such  data  simply  adds  to  the noise. We created the 2011 MYS to help brands focus on the one key metric that maWers now: recommenda6on.  Full Survey Data Available http://www.MobileYouthReport.com

2011 mobileYouth®   Survey Results  A Summary of Findings from the 2011 Mobile Youth Survey Forecasts & ImplicaHons  SonyEricsson  &  Motorola:  Both  occupy Apple:  Market  share  will  increase  in  same behavioral niche when it comes to 15‐19  year  olds.  App  store  piracy  and  recommenda6on. Only one can survive. hacking  to  increase.  Poten6al  legal  Support  beachhead  of  20‐24  yr  old issues to Apple’s control based model.  males. Blackberry:  Con6nued  strength  in  20‐ Nokia:  Broad  appeal  eroded  by  niche something  females  esp.  Emerging  players – Apple (innova6on), Blackberry Markets.  Focus  less  on  Appstore  more  (social  badge)  and  Samsung  (cost). on doing one thing well (BBM).  Needs to leverage 25‐29 yr olds to act as  marke6ng role models to 15‐19 yr olds. Samsung:  Recommenda6on  driven  by reliability & durability no applica6ons.  Full Survey Data Available http://www.MobileYouthReport.com

3. Measuring Inﬂuence  Full Survey Data Available http://www.MobileYouthReport.com

What is the mobileYouth®  SMART Index?  Simple Mobile Advocacy & RecommendaDon Tracker RecommendaHon Drives Profit:  Bad Metrics = Bad Results: 65%  of  youth  handset  purchases  are  The  old  McKinsey  saw  “What  measures driven  by  word  of  mouth.  What  youth  gets  done”  holds  true  in  every say is far more important than what our  organiza6on.  Widely  used  does  not marke6ng departments say.   mean successful. Beware false wisdom.  The  challenge  is  moving  from  outdated  Most  agency  metrics  are  too marke6ng  models  to  more  effec6ve  complicated  to  ac6on  requiring  a ones without finding suitable metrics to  reliance  on  the  agency  itself  to  both measure  performance.  That’s  why  we  interpret and implement measurement. developed  the  SMART  index  –  a  That’s  why  we’ve  kept  it  simple  –  the powerful  tool  to  help  mobile  brands  Simple  Mobile  Advocacy  and become part of youth conversa6ons.  Recommenda6on Tracker.   Full Survey Data Available http://www.MobileYouthReport.com

How does the mobileYouth®  SMART Index work?  So Simple You Don’t Need an Agency to Tell You Your Results A Simple YES/NO QuesHon:  40% Survey 1000 youth asking a simple  30% ques6on “Would you recommend this brand to a friend?”  20% Recommended Brands (+% SMART)  10% 650 youth recommended the brand and  0% 350 didn’t, the SMART index is (650‐350)/1000 = +30%  ‐10%  ‐20% Ignored Brands (‐% SMART) 375 youth recommended the brand and  ‐30% 625 didn’t, the SMART index is  Recommended Brand  Ignored Brand (375‐625)/1000 = ‐25%   Full Survey Data Available http://www.MobileYouthReport.com

65% of Youth Buy Handsets  Because of Peer Inﬂuence  Are you focusing on Paid or Earned Media?  Full Survey Data Available http://www.MobileYouthReport.com

Why should you make RecommendaHon the #1 metric?  Change in proﬁt strongly correlated to change in SMART index  SMART INDEX  60% BlackBerry  Apple  40% Samsung  20% Sony Ericsson  Motorola  CHANGE IN   -60% -40% -20% 20% 40% 60% SHARE OF  Handset  brands  that  have  successfully  MARKET PROFIT  -20% increased  their  recommenda6on  scores  have  also seen an increase in their share of market  Nokia  proﬁt  as  a  %  share.  For  example,  Apple’s  -40% SMART  index  recommenda6on  score  for  youth  has  increased  nearly  50%  while  its  Source: mobileYouth 2011  share  of  total  markets  has  increased  nearly  -60% 50%  Full Survey Data Available http://www.MobileYouthReport.com

SMART index scores compared RecommendaDon: The single youth metric that drives all metrics Word of Mouth MulH‐Dimensional  SMART TargeHng Top level SMART scores only tell part of  Sell  to  the  sold.  It’s  the  sold  that the  story.  Nokia,  for  example,  has  a  par6cipate in product development and youth  SMART  score  of  ‐20%  sugges6ng  generate  Earned  Media  for  your  brand. poor  performance.  But  focus  only  on  It’s  the  sold  that  forgive  you  when  you 25‐29  yr  olds  and  the  score  rises  to  screw  up.  It’s  the  sold  that  are  the  ﬁrst +10%.  Consider  males  and  it  rises  to  buy  the  new  products.  SMART  tells further s6ll.   you where your fans are.   Full Survey Data Available http://www.MobileYouthReport.com

SMART index comparison 2011  Which brands are youth recommending the most?  +45%  +40%  +33%  +11%  +2%  ‐12% mobileYouth SMART index scores  Source: mobileYouth 2011  Our 2011 Survey iden6ﬁed the Big 3 of Youth Earned Media: Apple, Blackberry and Samsung.  They are also the 3 most proﬁtable brands. Analyzing SMART scores by age, gender and region  reveals each brand (from Apple to Nokia) has its own key Beachhead it needs to focus on  Full Survey Data Available http://www.MobileYouthReport.com

4. Sample Brand Heatmaps  Full Survey Data Available http://www.MobileYouthReport.com

If you don’t know who your fans  are… you only have customers Where is your Beachhead? How do you measure your impact on them?  Full Survey Data Available http://www.MobileYouthReport.com

The mobileYouth® 2011 SMART brand heat map  where are the hot spots for youth word of mouth?  USA  South Africa  Malaysia Apple  Key  15‐19  20‐24  25‐29 Blackberry  Red Hot  Preview  Black‐ berry  Hot Samsung  Extensive Data Available at  Motorola  www.MobileYouthReport.com  Warm Nokia  Cold Sony Ericsson  Ice Cold HTC  No Data LG  15‐19  20‐24  25‐29  Male  Female  Moto‐ Sony  Source:  rola  Ericsson mobileYouth 2011  Full Survey Data Available More data & insights: www.MobileYouthSurvey.com  http://www.MobileYouthReport.com

Sample SMART index data  Females drive Blackberry Earned Media in South Africa  KEY  South Africa Apple  RED HOT BlackBerry  HOT Samsung  WARM Motorola Nokia  COLD Sony Ericsson  ICE COLD HTC  NO DATA LG  Source: mobileYouth 2011  Full Survey Data Available http://www.MobileYouthReport.com

Sample SMART index data  Survey reveals key Motorola beachhead in 20‐24 yr males  KEY  USA  RED HOT Apple BlackBerry  HOT Samsung  WARM Motorola  COLD Nokia  ICE COLD Sony Ericsson  Source: mobileYouth 2011  NO DATA  Full Survey Data Available http://www.MobileYouthReport.com

SMART: Motorola and Nokia A closer look at the data reveals key beachheads overlooked  15‐24 yrs  fail to  recommend  Preview  Nokia at all  More Heatmaps, Charts and Data Available at   but 25‐29 yr  www.MobileYouthReport.com  olds are  posi6ve  20‐24 yr olds  recommend  Motorola the  Source:  most  mobileYouth 2011  Full Survey Data Available More data & insights: www.MobileYouthSurvey.com  http://www.MobileYouthReport.com

5 Youth Behavioral Trends  Which trends will impact which brand and who’s driving them?  BEHAVIOR  DEMOGRAPHIC  BRANDs  PIRACY  15‐19 yr males   Apple  ACCESSORIZATION  20‐29 yr females  Blackberry  ASSURANCE  All ages  Samsung  SELF‐DISCOVERY  20‐24 yr males  Motorola, SonyEricsson  NOSTALGIA  25‐29 yr m&f  Nokia  Full Survey Data Available http://www.MobileYouthReport.com

5. 5 Key QuesHons You Need to Ask  Full Survey Data Available http://www.MobileYouthReport.com

1. Are we targeHng customers or fans?  Full Survey Data Available http://www.MobileYouthReport.com

2. Where is our Beachhead? Where are hotspots on our Brand Heatmap?  Full Survey Data Available http://www.MobileYouthReport.com

3. What are their key drivers? How can we win share of customer not market?  Full Survey Data Available http://www.MobileYouthReport.com

4. What is our SMART index score?  Does our markeHng increase or decrease it? What is our target score?  Full Survey Data Available http://www.MobileYouthReport.com

5. How do we know we’re halfway  there?  Full Survey Data Available http://www.MobileYouthReport.com

6. More InformaHon Full Survey Data Availablehttp://www.MobileYouthReport.com

Technical Data   about the Survey Methodology:  Partners • The  research  was  conducted  across  3  mobileYouth countries: United States, South Africa &  Mr Youth USA Malaysia.  Rlabs South Africa • 2011  MYS  covered  3638  respondents  Youthworks Asia across the 3 countries between the ages of 15‐29.  To  access  detailed  data  and  insights • A  mix  of  both  oﬄine  and  online  speciﬁc  to  your  market  or  to  discuss method  was  adopted  to  collect  how these insights could also be applied responses.  to  your  company/market  then  refer  to • Handset  brands  included:  Apple  the next slide: Ac6on Points. iPhone, BlackBerry, Samsung, Motorola, Nokia, Sony Ericsson, HTC, LG  Full Survey Data Available http://www.MobileYouthReport.com

Get the full version & charts  www.MobileYouthReport.com MobileYouthReport:  Download the 2011 Survey Data You are viewing a preview version of the  To  access  the  data  and  downloadable Mobile  Youth  Survey  without  the  charts you need to sign up at  extended brand heatmaps or datasets.   www.MobileYouthReport.com Our  exis6ng  clients  have  full  access  to  If  you’d  prefer  to  talk  to  a  youth the  2011  Mobile  Youth  Survey,  the  full  specialist then call mobileYouth: downloadable  ﬁle,  insights  and  UK: +44 20 3286 3635 recommenda6ons here:  North America: +1 646 867 3635 www.MobileYouthReport.com    South Africa: + 27 11 08 3635 1 The  site  also  gives  you  access  to  over  Asia: +852 8176 3650 400  charts  for  65  countries  detailing youth mobile culture.   Full Survey Data Available http://www.MobileYouthReport.com

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(mobileYouth) The 2011 SMART index: Handset Brands

by Graham Brown (mobileYouth) on Mar 31, 2011

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(mobileYouth) The 2011 SMART index: Handset Brands — Presentation Transcript