The story of one generation and their quest to find lost social space. Reclaimed is a new series of presentations aimed at mobile handset manufacturers. In this series we explore the key social drivers of today’s youth and how the mobile phone fits into their daily social lives. India Reclaimed looks at how mobile phones form a composite element of daily influence, peer group interaction and social status for youth in India. Who are the key customer segments that BlackBerry, Nokia, Sony Ericsson, Motorola and Apple should target and why. Download the entire presentation at http://www.MobileYouthReport.com/Reclaimed

1. INDIA**
RECLAIMED
THE!STORY!OF!ONE!GENERATION!AND!
!
THEIR!QUEST!TO!FIND!LOST!SOCIAL!SPACE!
FLICKR:'JASKIRAT'SINGH'BAWA'
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2. WHAT’S'INSIDE?!
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3. TABLE'OF'CONTENT!
INDIA!RECLAIMED!BY!MOBILEYOUTH!
1. 'A'story'of'change.'From'Chaupals'to'Cafes'' 4. 'Teenage'Pirates'
• Introducing'the'story'of'change' • Spirit'of'Jugaad'
• Change'driven'by'PosiPve'Deviance' • Skipping'classes'
• Beachheads'='Change'agents' • About'the'pirates'
• 3'Beachheads'communiPes' • Apple'iPhone'beachheads'
2. DisrupPve'Divas' • Key'quesPons'for'Apple'
• The'Pink'Chaddi'Campaign' 5. Bonus:'Nokia'India'Case'Study'
• About'the'Divas' • Past,'Present'&'Future'
• BlackBerry'beachheads' • Asia'Reclaimed'Tour'
• Key'QuesPons'for'BlackBerry' 6. What’s'next'for'handset'brands?'
3. Cashless'Innovators' • Apply'social'thinking'
• Motorbike'culture' • Dialogue'is'earned'media'
• About'the'innovators' • AcPvate'your'beachheads'
• Sony'Ericsson'Vs.'Motorola' • More'on'beachheads'
• Key'quesPons'for'Sony'Ericsson' • Download'this'presentaPon'
• Key'quesPons'for'Motorola'
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4. DOWNLOAD'THIS'PRESENTATION'
h,p://www.MobileYouthReport.com/Reclaimed**
Reclaimed' is' a' new' series' of' presentaPons' aimed' at' mobile' handset'
manufacturers.'In'this'series'we'explore'the'key'social'drivers'of'today's'youth'
and'how'the'mobile'phone'fits'into'their'daily'social'lives.'Reclaimed'looks'at'
how' mobile' phones' form' a' composite' element' of' daily' influence,' peer' group'
interacPon'and'social'status'for'youth.''
GRAHAM' FREDDIE' GHANI'
BROWN' BENJAMIN' KUNTO'
NAVIGATE'USING'ToC' Back'to'Table'of'Content'
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5. A*STORY*OF*CHANGE**
FROM*CHAUPALS!TO*CAFES*
Why'should'mobile'companies'pay'adenPon?'
'
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6. In'rural'India,'the'hub'of'community'life'is'the'chaupal!
usually'a'simple'raised'plaeorm'shaded'by'a'large'pipal!tree'(sacred'fig)
FLICKR:'SINDHIDB' Back'to'Table'of'Content'
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7. 35%'of'India’s'populaPon'in'2010'is'classified'as'migrants'
MigraPon'to'big'urban'ciPes'has'led'to'loss'of'communal'chaupals'
FLICKR:'VILLE'MIETTINEN' Back'to'Table'of'Content'
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8. 60%'of'urban'populaPon'in'India'is'below'the'age'of'30!
Urban'lives'are'hecPc,'demanding'and'lonely'for'young'Indians
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9. But'young'Indians'recreate'chaupals'in'new'spaces!
Comesum'in'New'Delhi'is'filled'all'night'mostly'with'young'migrant'BPO'employees
FLICKR: HANGBOOK Back'to'Table'of'Content'
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10. India!Reclaimed'is'the'story'of'young'Indians'on'a'quest!
to'reclaim'lost'social'space'by'breaking'barriers'and'corrupPng'exisPng'spaces
and'how'mobile'is'a'key'tool'in'their'quest
SOURCE:'KAMSHOTS' Back'to'Table'of'Content'
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11. CHANGE'DRIVEN'BY!!
POSITIVE!DEVIANCE!
Young'people corrupt bypass mutate tunnel'under exisPng'products
1.*LOSS*OF*SOCIAL*SPACE* 2.*POSITIVE*DEVIANCE* 3.*RECLAIMED*
New'behaviors'
Change'disrupts'
emerge'around'
exisPng'networks.'' products'and'
Loss'of'social'space' technologies'to'
reclaim'the'
social'space'
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12. BEACHHEADS'='CHANGE'AGENTS!
CHANGE!BEGINS!WITH!BEACHHEADS!
Focus'on'the'10%'of'the'market'that'will'influence'the'90%'
Influence'
(Earned'Media)'
Customers'
MarkePng'
Focus'
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13. 3'BEACHHEADS'COMMUNITIES'
EACH!WITH!OWN!UNIQUE!DRIVERS!
TEENS'
20k24' (Teenage'Pirates)'
MALE' 25k29'
(Cashless'Innovators)'
FEMALE''
(DisrupPve'Divas)'
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14. DISRUPTIVE*DIVAS*
25k29'year'old'females'driven'by'emancipaPon'
New'social'tools'&'spaces'to'mark'their'arrival''
An'emerging'generaPon'of'change'agents'
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15. THE*PINK*CHADDI*CAMPAIGN*
January*24,*2009''
Members'of'the'Shri'Ram'Sena'–'a'right'wing'
Hindu' group' k' beat' up' a' group' of' young'
women' for' pracPcing' western' tradiPons' like'
going'to'a'pub'and'drinking'with'men.'
February*4,*2009''
Shri'Ram'Sena'chief'Pramod'Muthalik'vows'to'
disrupt'ValenPne's'Day'celebraPons'
February*5,*2009''
Nisha' Susan,' a' journalist,' sets' up' The!
Consor1um! of! Pubgoing,! Loose,! and! Forward!
Women' group' on' Facebook' and' mobilizes'
women' to' send' pink' underwear' to' Pramod'
Muthalik.' The' protest' is' dubbed' as' the' Pink!
Chaddi!Campaign'(chaddi=underwear).''
February*14,*2009''
The' Facebook' group' has' over' 20,000'
members' –' men' &' women' –' in' less' than' 10'
days.' Shri' Ram' Sena' chief' Pramod' Muthalik'
receives'over'2000'pink'chaddis.'!
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16. DisrupDve!Divas!
25k29'year'old'Indian'females'
driven'by'emancipaPon
looking'for''social'spaces'
k'to'make'themselves'heard'
k'to'congregate'around'a'common'cause'
k'to'reclaim'the'basic'human'right'to'socialize'
so'what’s'in'it'for'BlackBerry?'
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17. 25k29'YEAR'OLD'FEMALE'
BLACKBERRY!BEACHHEADS!
25k29'
F'
25k29'F'
25k29' as'
Teens' Family'
F' drivers'
Adults'
STAGE'1:'' STAGE'2:'' STAGE'3:''
Young'girls'focused'on' Young'girls'receive' Young'girls'view'
tradiPonal'“youth' “hand'me'down”' BlackBerry'handsets'as'
brands”'view'BlackBerry' BlackBerry'handsets' a'status'symbol'of'
as'adult'execuPve' from'older'siblings'&' “emancipaPon”'and'
handset'brand' parents' arrival'
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18. Key'quesPons'for'BlackBerry*
BBM'Vs.'Apps'
Which'one'do'the'divas'prefer?*
BBM'enhancements'
How'to'cokcreate'nextkgen'BBM'with'
divas?'
BBM'as'an'enabler'
How'to'help'divas'find'new'social'spaces?'
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19. CASHLESS*INNOVATORS*
20k24'year'old'males'with'student'lifestyle'
Few'resources'but'plenty'of'ideas'
Significance'driven'by'innovaPon'
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20. 2XWHEELER*SALES*TREND*IN*INDIA Motorbikes'
12'
are'synonymous'with'
10'
young'Indian'male'seeking'adventure'
Sales*in*millions*of*units*
8'
6'
Strapped'for'cash'
4' 20k24'year'old'males,'purchase'used'bikes'
2' which'are'then'modified'and'personalized'upon'
0'
2005k06' 2006k07' 2007k08' 2008k09' 2009k10'
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21. Cashless!Innovators!
20k24' year' old' Indian'
males' driven'by'adventure
looking'for''social'spaces'
k'to'discover'their'idenPPes'
k'to'explore'new'realms'with'friends''
k'to'replace'childhood'toys'with'new'social'tools'
so'what’s'in'it'for''
Sony*Ericsson,*&'
Motorola?'
FLICKR:'ANSHUL'DABRAL' Back'to'Table'of'Content'
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22. 20k24'YEAR'OLD'MALE'
SONY!ERICSSON!VS.!MOTOROLA!
The'brand'to'successfully'engage'its'beachhead'will'emerge'as'the'winner!
TIME:'
'Time'to'explore'and'
access'to'wide'peer'
network'of'ideas''
STATUS:''
DEMAND:''
Lack'of'material'
Strong'demand'for'
resources'and'few'
social'tools'due'to'
accumulated'status'
large'number'of'
symbols'(e.g.'car,'
interacPons'
house,'career)'
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23. Key'quesPons'for'Sony*Ericsson*
IdenPfy'
How'to'idenPfy'beachheads'from'customers?*
Facilitate'
How'to'facilitate'play'&'discovery?'
Reclaim'
How'to'be'part'of'the'reclaim'movement?'
FLICKR:'JOHN'KARAKATSANIS'
FLICKR:'LUKE'HAYFIELD' Back'to'Table'of'Content'
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24. Key'quesPons'for'Motorola*
Rekawaken'
How'to'rekawaken'the'beachhead'community?*
Explore'
How'to'help'beachheads'explore'their'idenPPes'?'
Social'Currency'
What'is'the'social'currency'that'beachheads'desire?'
FLICKR:'HONOU' Back'to'Table'of'Content'
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25. TEENAGE*PIRATES*
Teenage'Cultural'Hackers'
More'Pme'than'money'
Tendency'to'‘Bend'the'System’'
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26. Spirit'of'Jugaad'
Jugaad'is'a'concept'that'expresses'a'need''
to'do'what'needs'to'get'done'
without'regard'to'what'is'perceived'
as'possible'or'acceptable'
As'cultural'hackers,'Teenage!Pirates'embody'
the'Spirit!of!Jugaad!
FLICKR:'JOOST'J'BAKER' Back'to'Table'of'Content'
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27. Indian'teenagers'willingly'take'up'extra'
classes''
at'tuiPon'and'coaching'centers'
It'is'common'for'them'to'skip'classes'
and'go'socialize'with'friends
Spirit!of!Jugaad'drives'them'to'use'tuiPon'centers''
as'a'means'to'create!new!social!spaces
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28. 15k19'year'old'Indian'teenagers'
driven'by'tendency'to'bend'the'system'
looking'for''social'spaces'
k'to'hack'&'corrupt'
k'to'recreate'as'their'own'
k'to'share'their'discovery'with'others'
so'what’s'in'it'for'Apple?'
FLICKR:'JANE'HOULE' Back'to'Table'of'Content'
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29. 15k19'YEAR'OLD'TEENAGERS'
APPLE!IPHONE!BEACHHEADS!
Handkmekdown'iPhones'from'parents'are'an'unopened'treasure'chest!
Cultural'
Hacking'
Apple'model'
is'built'on'
CONTROL'
PosiPve'
Sharing'
Deviance'
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30. Key'quesPons'for'Apple*
Jailbreak'
Why'are'they'jailbreaking'the'iOS?*
CokCreate'
How'to'cokcreate'and'prevent'jailbreaking?'
Social'Spaces'
How'to'foster'the'Spirit'of'Jugaad?'
FLICKR:'HARSHA'K'R' Back'to'Table'of'Content'
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31. BONUS:*NOKIA*INDIA*CASE*STUDY*
How'can'Nokia'regain'the'teen'market'in'India?'
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32. NOKIA'INDIA'
PAST,!PRESENT!&!FUTURE!
PAST* PRESENT* FUTURE*
#1'in'InnovaPon' Beaten'by'Apple' RECOMMENDATION:*
*
Nokia'needs'to'bring'focus'
#1'in'Social'Badge' Replaced'by'BlackBerry' back' to' its' customers.' Its'
beachheads' are' in' the'
#1'in'Affordability' Outdone'by'Samsung' 25k29'age'group'driven'by'
nostalgia' for' the' old' days'
REASON:* REASON:* of' Snake.' Give' them' a'
The' only' handset' Minimal' focus' on' social' space' to' interact'
brand' available' to' customers' compared' with' each' other' and'
customers' in' the' to' device,' design' and' acPvate'them'for'wordkofk
market.' technology.' mouth'markePng.'
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33. mobileYouth'Asia'Reclaimed'Tour'
2011'
We'have'more'data,'insights'and'case'studies'to'
share'
book'a!presenta1on'
hdp://www.mobileyouth.asia/contact''
Phone:'+852'8191'3452'
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34. WHAT’S*NEXT*FOR*HANDSET*BRANDS?*
mobileYouth'recommendaPons''
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35. APPLY'SOCIAL'THINKING'
A!PEOPLEMCENTRIC!WAY!OF!DOING!BUSINESS!
SOCIAL*THINKING* VS* BIG*IDEA*THINKING*
YOUNG'PEOPLE' YOUTH'CONSUMERS'
EMOTION' LOGIC'
DIALOGUE' ADVERTISING'
PASSION' MARKETING'
SOCIAL'SPACE' PRODUCT'DESIGN'
SOCIAL'CURRENCY' PRODUCT'FEATURES'
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36. DIALOGUE'IS'EARNED'MEDIA'
EARNED!MEDIA!LEADS!TO!SALES!
Young'people'are'already'talking'to'each'other'about'their'passions'and'
values.' Earned' media' is' when' your' brand' facilitates' this' onkgoing'
dialogue'between'young'people'instead'of'interrupPng'it.'This' 'leads'to'
sustained'growth'in'revenues'and'profit'margins'for'your'product.'
DIALOGUE' EARNED'MEDIA' SALES'
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37. ACTIVATE'YOUR'BEACHHEADS'
BEACHHEADS!MAKE!BRANDS!PROFITABLE!
Our'new'metric,'SMART'Index,'measures'Beachhead'acPvity'for'
each'handset'brand'and'shows'its'relaPon'to'brand'profits'
SMART*INDEX*
60%'
BlackBerry' Apple'
Samsung'
Sony'Ericsson' Motorola' CHANGE*IN**
k60%' 60%' SHARE*OF*MARKET*
PROFIT*
Handset' brands' that' have' successfully'
increased' their' SMART' scores' have' also' seen'
an'increase'in'their'share'of'market'profit'as'a'
Nokia' %' share.' For' example,' Apple’s' SMART' index'
recommendaPon' score' for' youth' has'
increased' nearly' 50%' while' its' share' of' total'
markets'has'increased'nearly'50%'
Source:'mobileYouth'2011' k60%'
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38. FIND'OUT'MORE'ABOUT'BEACHHEADS'
ALL!QUESTIONS!ON!BEACHHEADS!ANSWERED!
BRAND'HEAT'MAPS' BRAND'RANKINGS' BRAND'BEACHHEADS'
A'CROSS'CULTURE'STUDY'ON'THE'EFFECTIVENESS'OF'BRAND'BEACHHEADS'
AND'HOW'THEY'AFFECT'FUTURE'PROFIT'FOR'MOBILE'BRANDS'LIKE'
BLACKBERRY,'NOKIA,'APPLE,'SONY'ERICSSON,'SAMSUNG'&'MOTOROLA'
HTTP://WWW.MOBILEYOUTHREPORT.COM''
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39. ALSO*GET*INSIGHTS*FROM*INDONESIA*RECLAIMED*
HTTP://WWW.MOBILEYOUTHREPORT.COM/RECLAIMED**
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40. FLICKR: RAJESH JHA
THANK*YOU* Back'to'Table'of'Content'
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41. THE MOBILEYOUTH 2013 REPORT
Want more trends?
MOBILEYOUTH
youth marketing mobile culture since 2001

42. 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

43. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001