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. Indonesia Reclaimed looks at how mobile phones form a composite element of daily influence, peer group interaction and social status for youth in Indonesia. 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
2. WHAT’S'INSIDE?'
Indonesia' Reclaimed'
by'mobileYouth'
'
A' 40' slide' presentaCon'
d e t a i l i n g' c h a n g i n g'
I n d o n e s i a n' y o u t h'
b e h a v i o r' a n d' h o w'
mobile' technology' fits'
into'that'change.''
'
We' idenCfy' the' 3' key'
change' agents' and' the'
i m p l i c a C o n s ' f o r'
handset'brands.'
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5. THE'DISCONNECTED'GENERATION'
Jakarta' –' a' city' of' 5.5' million'
people'aged'less'than'30.'Each'
one'their'own'story.'Each'story'
one' of' a' generaCon' leaving'
their' comfort' zone' –' home'
towns' and' families' ^' to' find' a'
be_er' life' and' a' be_er' social'
network'in'a'city'of'strangers.'
'
This' is' one' generaCon’s' quest'
to' reclaim' their' lost' Social'
S p a c e' a n d' h o w' m o b i l e'
technology' is' a' key' tool' in' the'
story.'
'
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8. THE'QUEST'TO'RECLAIM'SOCIAL'SPACE'
W h e n' R a m a d h a n' e n d s ,'
millions' of' migrants' take' part'
in'Mudik%3%a'mass'exodus'from'
urban' centers' like' Jakarta' to'
reunite' with' their' families.'
Mudik' brings' the' migrant'
community' together' to' help'
each' other' return' home' by'
collecCve' booking' of' buses,'
trains' and' rented' cars.' The'
journey' itself' is' a' social' space'
w h e r e' m i g r a n t s' g e t' a n'
opportunity' to' reclaim' the'
goton%royong'experience.'
FLICKR:'JENAPH'SS'
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12. ENCROACHING'MALE'TERRITORY'
The' tradiConal' image' of' a'
football' fan' in' Indonesia' is' a'
Bonek' ^' fanaCc' men' with'
painted' faces' and' a' level' of'
p a s s i o n ' t h a t ' n e a r s'
hooliganism.' In' 2011,' Boneks'
were' joined' by' young' girls' at'
the' football' stands' to' support'
local' and' naConal' teams.' We'
call' them' DisrupSve' Divas.' So'
what' made' them' shii' from' a'
mall' to' a' football' stadium'
while' sCll' wearing' branded'
apparel?'
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16. WHAT'NEXT'FOR'BLACKBERRY?'
BlackBerry' in' return' has'
focused' on' applicaCons' store'
and' done' very' li_le' for' its'
b e a c h h e a d ' o f ' y o u n g'
Indonesian' girls.' It' needs' to'
nurture' the' highly' influenSal'
beachhead' community' by' co^
creaCng'new'features'for'BBM.'
Beachheads' have' been' known'
to' abandon' brands' when' they'
stop'genng'the'required'social'
currency.' Just' ask' the' people'
over' at' Sour' Sally' –' an'
Indonesian'yogurt'chain.'
FLICKR:'DANIEL'GIOVANNI'
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17. DIVAS'QUEUE'UP'FOR'YOGURT'
Sour'Sally'is'a'yogurt'chain'that'
had' successfully' targeted'
young'Indonesian'girls'when'it'
first' started' and' built' a'
beachhead' community.' The'
beachheads'helped'spread'the'
good' word' about' Sour' Sally'
t h r o u g h' w o r d ] o f ] m o u t h'
r e c o m m e n d a S o n s .' S o o n'
enough,' large' groups' of'
Indonesian'girls'were'lining'up'
outside' the' yogurt' joint!' So'
what'drove'young'girls'to'Sour'
Sally'outlets?'
BLOG:'QUEENBEEDIARIES'
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18. IT’S'NOT'THE'YOGURT'
In' those' early' days,' young'
Indonesian'girls'perceived'Sour'
Sally' as' a' social' space' where'
they'could'hang'out'and'share'
gossip' with' ' friends.' It' was'
more'than'just'a'yogurt'outlet.'
Sour'Sally'was'a'space'for'their'
social' networks' to' come'
t o g e t h e r' a n d' n u r t u r e'
relaSonships' with' each' other.'
Youth' are' social' by' nature.'
They' are' driven' to' look' for'
spaces' that' allow' social'
interacCons.'
BLOG:'LITTLEBOWGIRL'
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19. BEACHHEADS'INFLUENCE'THE'MASS'MARKET'
Sour'Sally'became'an'overnight'
success' as' its' customer' base'
grew' rapidly.' Young' boys'
wanted' to' meet' girls.' Older'
women' wanted' to' be' seen' as'
young' girls.' Sour' Sally' catered'
t o' t h e' n i c h e' –' y o u n g'
Indonesian' girls' –' by' providing'
them' a' social' space.' The'
beachheads' in' turn' were' able'
to' a_ract' a' wide' range' of'
customers' bringing' Sour' Sally'
to' the' masses' and' making' the'
chain'a'success.''
BLOG:'TODAYSMOTHERHOOD'
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22. NOKIA’S'INDONESIAN'CHALLENGE'
Nokia' ^' the' biggest' global'
handset' brand' has' also' lost'
touch' with' its' beachheads.' It'
used' to' be' the' most' preferred'
h a n d s e t' a m o n g' y o u n g'
Indonesians' about' ten' years'
ago.' Today' it' faces' tough'
compeCCon' from' ' BlackBerry'
and' Apple.' The' reason:' it' has'
ignored' its' beachheads' and'
been' catering' to' the' mass'
market.' So' who' are' Nokia’s'
beachheads' and' what' should'
Nokia'do?'
FLICKR:'JOHN'KARAKATSANIS'
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23. THE'INDONESIAN'ROADMAP'FOR'NOKIA'
There' sCll' is' opportunity' for'
Nokia'to'engage'its'beachhead'
community'of'25^29'year'olds.'
Female' members' within' that'
age' group' need' a' space' for'
their' Arisans' –' a' regular' social'
gathering' where' friends' and'
relaCves' exchange' gossip' and'
hold' ' lo_eries.' Arisan' groups'
o ff e r ' b e l o n g i n g ' a n d'
significance' to' its' members.'
Nokia' should' become' an'
enabler' of' the' Arisan' tradiCon'
among'Indonesian'women?''
FLICKR:'JOHN'KARAKATSANIS'
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26. THE'INNOVATION'HOTSPOT'
The'InnovaCon'Hotspot'lies'in'
the'intersecCon'of'3'drivers'–'
TIME:'Time'to'explore' TIME,'STATUS'and'DEMAND.'
and'access'to'wide'peer' '
network'of'ideas''
20^24yr' males' occupy' this'
hotspot.' They' have' the' TIME'
t o' e x p l o r e' a n d' m a k e'
STATUS:'Lack'of'
mistakes,' few' available'
DEMAND:'Strong'
material'resources'
demand'for'social'
STATUS' symbols' to' offer'
and'few'
accumulated'status'
tools'due'to'large' alternaCves' and' a' growing'
number'of'
symbols'(e.g.'car,'
interacCons'
DEMAND'for'social'tools'from'
house,'career)'
b o t h' n u m e r o u s' d a i l y'
interacCons' and' a' growing'
sense'of'independence.''
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28. SPACE'TO'EXPLORE'AND'DISCOVER'
C a s h l e s s' i n n o v a t o r s' a r e'
constantly' looking' to' claim'
social' spaces' where' they' can'
explore' idenCCes' and' discover'
themselves.' The' space' needs'
to' be' affordable' to' fit' their'
budgets' but' offer' social'
currency' by' allowing' them' to'
innovate.' Cashless' innovators'
are' also' beachheads' for' two'
major' handset' brands:' Sony'
Ericsson' &' Motorola.' So' what'
can' the' handset' brands' do'
about'it?'
BLOG:'REZAVOODY'
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29. SONY'ERICSSON'VS'MOTOROLA'
Sony' Ericsson' and' Motorola'
n e e d' t o' i d e n C f y' t h e i r'
beachheads'i.e.'20^24'year'old'
men' who' are' already' using'
their' handsets' as' tools' to'
explore' and' discover' social'
spaces.' These' beachheads' will'
in'turn'help'the'brand'win'the'
rest' of' the' Indonesian' market.'
The' brand' that' successfully'
a c C v a t e s' i t s' b e a c h h e a d'
c o m m u n i t y' w i l l' e m e r g e'
successful.' The' other' will' be'
pushed'out'of'the'market.'
FLICKR:'ILQUOQUO'
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31. HACKING'THE'WARDROBE'
Indonesian' teenagers' prefer'
internaConal' branded' clothes.'
But' they' cannot' afford' the'
latest' Gucci' in' the' malls' of'
Jakarta.' However,' they' can'
r a i d' t h e i r' p a r e n t s' o l d'
wardrobe'for'a'Gucci'from'the'
bygone' era' which' is' then'
modified'to'fit'their'needs'and'
they' are' ready' to' go.' We' call'
these' re^designers' of' vintage'
apparel' Teenage' Pirates.' So'
how' are' they' finding' new'
social'spaces'for'themselves?'
CHICTOPIA:'RETAILTHERAPYJAKARTA'
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34. GRASSROOTS'INNOVATORS'
T e e n a g e' p i r a t e s' d o n ’ t'
u n d e r s t a n d' d e s i g n' a n d'
t e c h n o l o g y .' B u t' t h e y'
understand' their' own' needs'
and' that' of' their' social'
networks' be_er' than' anyone.'
As' grassroots' innovators,' they'
search' for' tools' to' fulfill' that'
need'and'create'a'social'space.'
Companies' need' to' help' them'
find' the' right' tools.' One'
company' that' should' partner'
w i t h' t e e n a g e' p i r a t e s' i n'
creaCng'social'spaces'is'Apple.'
FLICKR:'UNCLE'CAPUNG'
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