(mobileYouth) The 2011 SMART index: Handset Brands
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SMART, advocacy, word of mouth, influence, earned media, youth, teens, gen-y, generation y, geny, millennials, trends, marketing, keywords, engagement, advertising, social media, telecoms, handsets, mobile, mobile youth, mobileyouth, graham brown, malaysia, asia, south africa, usa, america, nokia, blackberry, sonyericsson, motorola, lg, samsung, apple, iphone, bbm, apps, appstore, survey, research, data, statistics, case studies, insights

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

  • 1. 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®

  • 2. 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
  • 3. 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
  • 4. 1.
Key
QuesHons
Answered
 Full Survey Data Available http://www.MobileYouthReport.com
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 2.
About
the
Mobile
Youth
Survey
 Full Survey Data Available http://www.MobileYouthReport.com
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 3.
Measuring
Influence
 Full Survey Data Available http://www.MobileYouthReport.com
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 4.
Sample
Brand
Heatmaps
 Full Survey Data Available http://www.MobileYouthReport.com
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 5.
5
Key
QuesHons
You
Need
to
Ask
 Full Survey Data Available http://www.MobileYouthReport.com
  • 29. 1.
Are
we
targeHng
customers
or
fans?
 Full Survey Data Available http://www.MobileYouthReport.com
  • 30. 2.
Where
is
our
Beachhead?
Where
are
hotspots
on
our
Brand
Heatmap?
 Full Survey Data Available http://www.MobileYouthReport.com
  • 31. 3.
What
are
their
key
drivers?
How
can
we
win
share
of
customer
not
market?
 Full Survey Data Available http://www.MobileYouthReport.com
  • 32. 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
  • 33. 5.
How
do
we
know
we’re
halfway
 there?
 Full Survey Data Available http://www.MobileYouthReport.com
  • 34. 6.
More
InformaHon
Full Survey Data Availablehttp://www.MobileYouthReport.com
  • 35. 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
  • 36. 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
  • 37. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  • 38. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 39. THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001