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mobileYouth Asia LIVE - Smoking Your Nokia

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In terms of social currency for young people, mobile phones are what smoking was. ...

In terms of social currency for young people, mobile phones are what smoking was.

So how should marketers in Nokia, Samsung, BlackBerry, and Sony Ericsson adjust their strategy?

Find out in this edition of mobileYouth Asia LIVE!

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mobileYouth Asia LIVE - Smoking Your Nokia mobileYouth Asia LIVE - Smoking Your Nokia Presentation Transcript

  • mobileYouth Asia LIVE!
    Episode#6
    May 31, 2011
    Smoking Your Nokia
  • Flickr: ericmolina
    Host:
    With Youth Perspectives From:
    Indonesia
    Thailand
    Ghani Kunto
  • http://samudro.wordpress.com/2010/03/05/sandi-adi-susanto-balita-perokok/
  • % Usage
    14-22 yr olds
  • % Usage
    14-22 yr olds
  • % Usage
    14-22 yr olds
    Teen smoking (source: WHO)
  • Mobile Ownership % (www.mobileYouth.org data)
    % Usage
    14-22 yr olds
    Teen smoking (source: WHO)
  • mobile ownership leads to 20% decline in
    monthly tobacco consumption …
    purchasing a mobile phone leads to 32.6% decrease in tobacco consumption of adults over the age of 15
    http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1152484
  • Tools of Social Currency
  • Here’s what they’re saying …
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Common findings with other Asian youth interviews:
    • 1st phone in junior high school
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Common findings with other Asian youth interviews:
    • 1st phone in junior high school
    • Parents most influential in choosing 1st phone
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Common findings with other Asian youth interviews:
    • 1st phone in junior high school
    • Parents most influential in choosing 1st phone
    • Small group of close friends most influential for 2nd phone
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Common findings with other Asian youth interviews:
    • 1st phone in junior high school
    • Parents most influential in choosing 1st phone
    • Small group of close friends most influential for 2nd phone
    • 3rd, 4th, 5th phones same brand as 2nd phone
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Common findings with other Asian youth interviews:
    • 1st phone in junior high school
    • Parents most influential in choosing 1st phone
    • Small group of close friends most influential for 2nd phone
    • 3rd, 4th, 5th phones same brand as 2nd phone
    • Product features are measured by their social currency
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Nokia, BlackBerry, and the role social currency plays in influence:
    • Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Nokia, BlackBerry, and the role social currency plays in influence:
    • Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
    • The switch also happens because of social currency optimization
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Nokia, BlackBerry, and the role social currency plays in influence:
    • Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
    • The switch also happens because of social currency optimization
    • BlackBerry sales are driven by female recommendations
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Nokia, BlackBerry, and the role social currency plays in influence:
    • Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
    • The switch also happens because of social currency optimization
    • BlackBerry sales are driven by female recommendations
    • Operators play the role of gatekeepers
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Indonesia
  • Here’s what they’re saying …
    Nokia and BlackBerry in other Asian markets:
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Thailand
  • Here’s what they’re saying …
    Nokia and BlackBerry in other Asian markets:
    • In enclosed working groups, the “BlackBerry contagion” spreads within 2-3 months
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Thailand
  • Here’s what they’re saying …
    Nokia and BlackBerry in other Asian markets:
    • In enclosed working groups, the “BlackBerry contagion” spreads within 2-3 months
    • Mass migration from Nokia to BlackBerry happening in different markets in Asia, following similar social paths
    AriniGadisWijaya
    Chief Trendspotter for Asia
    Thailand
  • Young people are looking for toolsto optimize their social experience
  • Are you giving the right toolsto the right people?
  • If you’re in one of these companies, you might already have access to
    http://mobileyouthreport.com
  • Download this presentation and get access to more charts
    http://www.mobileyouthreport.com