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(mobileYouth) What do youth really want from mobile operators?
 

(mobileYouth) What do youth really want from mobile operators?

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(mobileYouth) What do youth really want from mobile operators?

(mobileYouth) What do youth really want from mobile operators?

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(mobileYouth) What do youth really want from mobile operators? (mobileYouth) What do youth really want from mobile operators? Presentation Transcript

  • What do youth really want from mobile operators? flickr: aribakker Insights into mobile and youth behavior A mobileYouth presentation by Freddie Benjamin http://research.mobileyouth.orgClick for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What do mobile operators think youth want? 3 most prevalent industry assumptions 1.Youth want cheap products 2.Youth want giveaways & sweepstakes 3.Youth want the latest & greatest technologyClick for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What causes these industry assumptions? Relying on survey data and focus groups Surveys and focus groups are designed to re-affirm researcher’s and client’s pre-conceived assumptions.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What is the alternative approach?Using ethnographic methods to gain insights Ethnographers spend time with youth in their natural environment allowing youth to show, not tell, what they want. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What has ethnographic research revealed?Youth want fewer pain points from operators Pain points are annoyances that interrupt social lives of young people and cause an emotional rift between customer & brand. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What are youth pain points for mobile operators? Three categories of youth pain points 1. Service related pain points 2. Product related pain points 3. Price related pain pointsClick for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What are service related pain points?Issues with network quality & customer service Poor network quality, dropped calls, lack of coverage, hidden fees, billing errors, complicated bills, rude & hostile customer service. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What are product related pain points?Issues with contracts and product featuresToo many contracts that look alike, difficult to cancel contracts, difficult to activate new features, lack of online account management.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What are price related pain points?Issues with transparency in pricing and fees Increases in fee with no prior information, surprise roaming charges, high data costs without any warning that data limit has been exceeded.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What can mobile operators do about pain points?Do the ordinary things extraordinarily well Mobile operators can address youth pain points without a big investment, product innovation or a high profile marketing campaign.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • What will operators gain from reducing pain points?Low youth churn, increased spending & FansOperators like Verizon (US) & O2 (UK) have shown that reducing pain points creates loyal customers who spend more & recommend the brand to peers. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001