Industry presentation 2005/6 by Graham D Brown (author of mobileYouth) http://www.mobileyouth.org

1. Consumers what do they want? by Graham Brown CEO DhaliwalBrown >> what’s in it for me?

2. What is the benefit of this presentation to you? ► 4 tips for successful consumer segmentation and marketing ► 4 action points for your next strategy meeting >> background

3. Sample DhaliwalBrown Clients >> assets, forum

4. Wireless World Forum ► 5,500 senior decision makers ► 2,700 companies ► over 100 countries ► Since 2001 ► w2forum.com >> largest project, mobileyouth

5. mobileYouth research ► Since 2001 ► Purchased by over 180 operators in 45 countries ► Widely cited as de facto source of mobile youth information ► mobileYouth.org >> opportunity to learn about consumer success

6. Successful consumer companies ► Higher than average levels of consumer loyalty to service ► Very high levels of customer advocacy ► High levels of customer tolerance >> commonality – segmentation and mindset

7. What have we learned? ► Successful companies used lifestyle not age/gender for segmentation ► Consumer understanding Is a mindset not a strategy >> 4 insights for consumer success

8. Insight #1 – language is the root of success ► Consumers not users ► Viewed consumers as active decision makers that employed strategies to maximize their benefit from the service >> demonstrate what a consumer is and uncover some strategies

9. ► Choose a prize (amount) ► When you have chosen, Sit down ► Write down your amount ► If you are still standing at end, you lose ► Highest number wins

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25. END >> numerous influences on your decisions

26. Consumers – what influences decisions? ► We all have strategies ► Our strategies are influenced by others ► We make active “opportunity cost” decisions ► Our motives are social and psychological >> motives make markets (2)

27. Insight #2 – motives make markets ► Successful consumer companies connected with the fundamental motives behind consumption not the observable layer. ► Did not see “fun”, “cool”, “personalization” as key drivers >> motives at micro, market at macro

28. Motives make markets ► Need for status “ I want to be significant” ► Need to reinforce peer group “ I want to belong” >> consumers are buying these benefits

29. Insight # 3 – Consumers buy lifestyle benefits ► Successful consumer companies focused on lifestyle benefits not features ► Did not use concepts such as “mobility”, “usability” or “functionality” >> parallel between mobile and Levis

30. What happens when you sell features? ► Levis sold 50% of the world’s jeans in 1986 ► Levi’s focused on feature led innovation – being “the best” or “the original” ► Not about being “good” but being “relevant”. >> did not add anything to the lifestyle

31. Boost Mobile = an opportunity to be significant and to belong >> need to add value to the lifestyle

32. Insight #4 – partnership marketing ► Successful consumer companies sought to partner with not echo lifestyle ► Brought platform for further interaction rather than mirror of existing lifestyle >> added to consumer lifestyles not just captured it in images

33. Partnership Marketing ► Platform for peer group reinforcement and status ► Regular dialogue >> dialogue leads to understanding on both sides

34. What is Intelligent Consumer Segmentation? by Graham Brown CEO DhaliwalBrown 4 points for your next strategy meeting ► Challenge the mindset ► Go one deeper ► Understand the lifestyle ► Build dialogue