(mobileYouth) The 2011 SMART index: Handset Brands

The mobileYouth® SMART index:  
Handset Brands and Youth 2011 

Measuring  youth  inﬂuence  and 
advocacy  to  predict  future 
handset  brand  strength  and 
market share. Key ﬁndings from 
the 3 market pilot Mobile Youth 
Survey by mobileYouth®

The Power of Influence 
Which handset brands are youth recommending the most? 
Where can each brand find its beachhead of vocal fans? 
How does influence vary by brand, age, gender and locaDon? 

Full Survey Data Available
http://www.MobileYouthReport.com

Smart phones need SMART brands 
Winning the inﬂuenDal youth segment means using the right metrics, 
that’s why we pioneered the mobileYouth® SMART index – a simple 
measure of youth advocacy that strongly correlates with proﬁtability 


1. Key QuesHons Answered 


Blackberry: App store or BBM? 
Why does Blackberry need to focus 100% on BBM and less on the app 
store? Why does BB need to start involving youth in its product 
development process to stay ahead of the curve? 


Apple & Teens: Pandora’s Box 
Why are the next 3 years going to be a real test of Apple’s control based 
business model as an increasing number of teens get hold of Iphones? 


Samsung: Reliability or InnovaHon? 
Why is Samsung’s future brand strength with youth dependant on its 
ability to become the most reliable handset? Why is a heavy focus on the 
app store and high tech a distracDon for Samsung? 


Motorola or Sony Ericcson? 
Why is the survival of these brands dependant on which one wins the 
20‐24 yr old male student market? How can they turn cashless 
innovators into their leading source of brand appeal? Why will only one 
of these mobile brands survive in tact 5 years from now? 


Nokia: Game Over or Last Life? 
Why do 25‐29 yr olds represent the bridge between the Nokia brand and 
the lost teenage generaDon? Why is Nokia’s posiDon in emerging 
markets under threat from the Big 3? What does Nokia need to do now? 


2. About the Mobile Youth Survey 


What is this document and  
why should I read it? 
White Paper on youth influence and handset brands 
This Document:  MYS 2011 Contains 3 elements: 
You are reading a summarizing the key  1) SMART Index scores 
findings and recommenda6ons from the  2) The mobileYouth Brand Heatmap 
2011 mobileYouth Survey (2011 MYS).   3) Recommenda6ons 

All charts are available for download at  MYS  contains  key  implica6ons  about 
www.MobileYouthReport.com   marke6ng and product development for 
handset brands globally. 
The  Survey  was  conducted  by 
mobileYouth  with  the  Youth  Research  If you are focused on youth you will find 
Partners  in  3  markets  (Mr  Youth  USA,  data  and  recommenda6ons  that  will 
Rlabs  SA  and  Youthworks  Malaysia)  to  both  challenge  your  assump6ons  and 
test and share our findings.  place you ahead of the curve. 


Why did we create the 2011 
mobileYouth® Survey? 
A Powerful Tool to Measure and Forecast Brand Strength 
Behavior to AXtude:  Comparing  Behavior  and  AXtude 
Companies  need  to  move  from  relying  Based Research Data in Youth Market 
on behavior based metrics to aQtude. 
Behavior  AXtude 
Behavior  is  historical,  aQtude  future‐
facing.  In  the  table  we  compare  the  Example  SMS Usage  Brand 
Recommenda6on 
qualita6ve  diﬀerences.  What  value,  for 
example, another survey that shows US  Timeframe  Last Quarter  Next Quarter 
youth  use  3,000  texts  a  month?  We  Use  Repor6ng  Predic6on 
believe  such  data  simply  adds  to  the 
noise. We created the 2011 MYS to help 
brands focus on the one key metric that 
maWers now: recommenda6on. 


2011 mobileYouth®  
Survey Results 
A Summary of Findings from the 2011 Mobile Youth Survey 
Forecasts & ImplicaHons  SonyEricsson  &  Motorola:  Both  occupy 
Apple:  Market  share  will  increase  in  same behavioral niche when it comes to 
15‐19  year  olds.  App  store  piracy  and  recommenda6on. Only one can survive. 
hacking  to  increase.  Poten6al  legal  Support  beachhead  of  20‐24  yr  old 
issues to Apple’s control based model.  males. 

Blackberry:  Con6nued  strength  in  20‐ Nokia:  Broad  appeal  eroded  by  niche 
something  females  esp.  Emerging  players – Apple (innova6on), Blackberry 
Markets.  Focus  less  on  Appstore  more  (social  badge)  and  Samsung  (cost). 
on doing one thing well (BBM).  Needs to leverage 25‐29 yr olds to act as 
marke6ng role models to 15‐19 yr olds. 
Samsung:  Recommenda6on  driven  by 
reliability & durability no applica6ons. 


3. Measuring Inﬂuence 


What is the mobileYouth® 
SMART Index? 
Simple Mobile Advocacy & RecommendaDon Tracker 
RecommendaHon Drives Profit:  Bad Metrics = Bad Results: 
65%  of  youth  handset  purchases  are  The  old  McKinsey  saw  “What  measures 
driven  by  word  of  mouth.  What  youth  gets  done”  holds  true  in  every 
say is far more important than what our  organiza6on.  Widely  used  does  not 
marke6ng departments say.   mean successful. Beware false wisdom.  

The  challenge  is  moving  from  outdated  Most  agency  metrics  are  too 
marke6ng  models  to  more  effec6ve  complicated  to  ac6on  requiring  a 
ones without finding suitable metrics to  reliance  on  the  agency  itself  to  both 
measure  performance.  That’s  why  we  interpret and implement measurement. 
developed  the  SMART  index  –  a  That’s  why  we’ve  kept  it  simple  –  the 
powerful  tool  to  help  mobile  brands  Simple  Mobile  Advocacy  and 
become part of youth conversa6ons.  Recommenda6on Tracker.  


How does the mobileYouth® 
SMART Index work? 
So Simple You Don’t Need an Agency to Tell You Your Results 
A Simple YES/NO QuesHon:  40% 
Survey 1000 youth asking a simple 
30% 
ques6on “Would you recommend this 
brand to a friend?”  20% 

Recommended Brands (+% SMART)  10% 
650 youth recommended the brand and  0% 
350 didn’t, the SMART index is 
(650‐350)/1000 = +30%  ‐10% 

‐20% 
Ignored Brands (‐% SMART) 
375 youth recommended the brand and  ‐30% 
625 didn’t, the SMART index is  Recommended Brand  Ignored Brand 
(375‐625)/1000 = ‐25%  

65% of Youth Buy Handsets 
Because of Peer Inﬂuence 
Are you focusing on Paid or Earned Media? 


Why should you make 
RecommendaHon the #1 metric? 
Change in proﬁt strongly correlated to change in SMART index 
SMART INDEX 
60%
BlackBerry  Apple 
40%
Samsung 
20%
Sony Ericsson  Motorola  CHANGE IN  
-60% -40% -20% 20% 40% 60%
SHARE OF 
Handset  brands  that  have  successfully  MARKET PROFIT 
-20% increased  their  recommenda6on  scores  have 
also seen an increase in their share of market 
Nokia  proﬁt  as  a  %  share.  For  example,  Apple’s 
-40% SMART  index  recommenda6on  score  for 
youth  has  increased  nearly  50%  while  its 
Source: mobileYouth 2011  share  of  total  markets  has  increased  nearly 
-60% 50% 


SMART index scores compared 
RecommendaDon: The single youth metric that drives all metrics 

Word of Mouth MulH‐Dimensional  SMART TargeHng 
Top level SMART scores only tell part of  Sell  to  the  sold.  It’s  the  sold  that 
the  story.  Nokia,  for  example,  has  a  par6cipate in product development and 
youth  SMART  score  of  ‐20%  sugges6ng  generate  Earned  Media  for  your  brand. 
poor  performance.  But  focus  only  on  It’s  the  sold  that  forgive  you  when  you 
25‐29  yr  olds  and  the  score  rises  to  screw  up.  It’s  the  sold  that  are  the  ﬁrst 
+10%.  Consider  males  and  it  rises  to  buy  the  new  products.  SMART  tells 
further s6ll.   you where your fans are.  


SMART index comparison 2011 
Which brands are youth recommending the most? 

+45%  +40%  +33%  +11%  +2%  ‐12% 
mobileYouth SMART index scores 

Source: mobileYouth 2011 
Our 2011 Survey iden6ﬁed the Big 3 of Youth Earned Media: Apple, Blackberry and Samsung. 
They are also the 3 most proﬁtable brands. Analyzing SMART scores by age, gender and region 
reveals each brand (from Apple to Nokia) has its own key Beachhead it needs to focus on 


4. Sample Brand Heatmaps 


If you don’t know who your fans 
are… you only have customers 
Where is your Beachhead? How do you measure your impact on them? 


The mobileYouth® 2011 SMART brand heat map 
where are the hot spots for youth word of mouth? 
USA  South Africa  Malaysia 

Apple  Key 
15‐19  20‐24  25‐29 

Blackberry  Red Hot 
Preview  Black‐
berry 
Hot 
Samsung  Extensive Data Available at  
Motorola  www.MobileYouthReport.com  Warm 

Nokia  Cold 

Sony Ericsson  Ice Cold 

HTC  No Data 

LG  15‐19  20‐24  25‐29  Male  Female 

Moto‐ Sony 
Source:  rola  Ericsson 
mobileYouth 2011 

More data & insights: www.MobileYouthSurvey.com 

Sample SMART index data 
Females drive Blackberry Earned Media in South Africa 

KEY 
South Africa 
Apple  RED HOT 

BlackBerry 
HOT 
Samsung 
WARM 
Motorola 
Nokia  COLD 

Sony Ericsson 
ICE COLD 
HTC 
NO DATA 
LG 
Source: mobileYouth 2011 


Sample SMART index data 
Survey reveals key Motorola beachhead in 20‐24 yr males 

KEY 
USA 
RED HOT 
Apple 

BlackBerry  HOT 

Samsung  WARM 

Motorola 
COLD 

Nokia 
ICE COLD 
Sony Ericsson 
Source: mobileYouth 2011  NO DATA 


SMART: Motorola and Nokia 
A closer look at the data reveals key beachheads overlooked 
15‐24 yrs 
fail to 
recommend 
Preview 
Nokia at all 
More Heatmaps, Charts and Data Available at  
but 25‐29 yr 
www.MobileYouthReport.com  olds are 
posi6ve 

20‐24 yr olds 
recommend 
Motorola the  Source: 
most  mobileYouth 2011 

More data & insights: www.MobileYouthSurvey.com 

5 Youth Behavioral Trends  
Which trends will impact which brand and who’s driving them? 

BEHAVIOR  DEMOGRAPHIC  BRANDs 
PIRACY  15‐19 yr males   Apple 
ACCESSORIZATION  20‐29 yr females  Blackberry 
ASSURANCE  All ages  Samsung 
SELF‐DISCOVERY  20‐24 yr males  Motorola, SonyEricsson 
NOSTALGIA  25‐29 yr m&f  Nokia 


5. 5 Key QuesHons You Need to Ask 


1. Are we targeHng customers or fans? 


2. Where is our Beachhead? Where 
are hotspots on our Brand Heatmap? 


3. What are their key drivers? How can 
we win share of customer not market? 


4. What is our SMART index score? 
Does our markeHng increase or 
decrease it? What is our target score? 


5. How do we know we’re halfway 
there? 


6. More InformaHon 


Technical Data  
about the Survey 
Methodology:  Partners 
• The  research  was  conducted  across  3  mobileYouth 
countries: United States, South Africa &  Mr Youth USA 
Malaysia.  Rlabs South Africa 
• 2011  MYS  covered  3638  respondents  Youthworks Asia 
across the 3 countries between the ages 
of 15‐29.  To  access  detailed  data  and  insights 
• A  mix  of  both  oﬄine  and  online  speciﬁc  to  your  market  or  to  discuss 
method  was  adopted  to  collect  how these insights could also be applied 
responses.  to  your  company/market  then  refer  to 
• Handset  brands  included:  Apple  the next slide: Ac6on Points. 
iPhone, BlackBerry, Samsung, Motorola, 
Nokia, Sony Ericsson, HTC, LG 


Get the full version & charts 
www.MobileYouthReport.com 
MobileYouthReport:  Download the 2011 Survey Data 
You are viewing a preview version of the  To  access  the  data  and  downloadable 
Mobile  Youth  Survey  without  the  charts you need to sign up at  
extended brand heatmaps or datasets.   www.MobileYouthReport.com 

Our  exis6ng  clients  have  full  access  to  If  you’d  prefer  to  talk  to  a  youth 
the  2011  Mobile  Youth  Survey,  the  full  specialist then call mobileYouth: 
downloadable  ﬁle,  insights  and  UK: +44 20 3286 3635 
recommenda6ons here:  North America: +1 646 867 3635 
www.MobileYouthReport.com    South Africa: + 27 11 08 3635 1 
The  site  also  gives  you  access  to  over  Asia: +852 8176 3650 
400  charts  for  65  countries  detailing 
youth mobile culture.  


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(mobileYouth) The 2011 SMART index: Handset Brands

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