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MOBILEYOUTH
 youth marketing mobile culture since 2001



                                             preview




  THE 2013 MOBILE YOUTH
          REPORT
Report 1
               The 15 Brands that define 2013
             1. Which trends will shape mobile in
             2013?
             2. How will these trends affect handset
             brands, operator brands and mobile app
             developers?
             3. Which non-mobile brands are
             transforming industry business models?

                                           23 slides




PDF Format
Report 2
                     The Mobile Youth Economy
             The mobileYouth Economy reveals how
             global mobile youth market is changing,
             new revenue opportunities for mobile
             brands and role of youth in the future of
             mobile.




                                               24 slides




PDF Format
Report 3
                      Youth and Handset Brands
             1. Direct or indirect: which approach is
             most effective with youth?
             2. Frontline or campaign: which works for
             handset brands?
             3. What is the role of social media and
             retail in a brand’s youth strategy?
             4. Why is youth a priority?

                                              25 slides




PDF Format
Report 4
                           Win Hearts and Minds
             1. What does it mean to win the hearts &
             minds of mobile handset customers?
             2. What role does recommendation play in
             winning hearts and minds?
             3. How can brands provide a positive
             experience to generate recommendation?
             4. How can brands measure engagement?

                                            25 slides




PDF Format
Report 5
                   Price and Purchase Decisions
             1. What factors do youth consider when
             making a handset purchase decision?
             2. What affects youth handset brand
             loyalty - price or features or experience?
             3. When does price become a factor in
             youth handset purchase decision?
             4. How can marketing drive loyalty?

                                               24 slides




PDF Format
Report 6
                            Handsets and Women
             1. What is the Pink Phone Syndrome?
             2. What is the role of gender in purchase
             decisions and what influences women?
             3. How can marketing avoid stereotypical
             gender differences to focus on women?
             4. How can mobile brands successfully
             involve women in the marketing process?

                                              30 slides




PDF Format
Report 7
                              Handsets and Teens
             1. What is the Pink Phone Syndrome?
             2. What is the role of gender in purchase
             decisions and what influences women?
             3. How can marketing avoid stereotypical
             gender differences to focus on women?
             4. How can mobile brands successfully
             involve women in the marketing process?

                                              24 slides




PDF Format
Report 8
                      Handsets and Ethnic Youth
             1. How big is the ethnic youth market?
             2. Why are ethnic youth the most active
             users?
             3. How should mobile brands market to
             ethnic youth?
             4. How can brands co-create with ethnic
             early adopters through hackathons?

                                             30 slides




PDF Format
Report 9
                                Samsung vs Apple
             1. Why is youth perception of Samsung
             Galaxy smartphones different from
             Apple’s iPhone?
             2. How can Samsung challenge Apple?
             3. Which demographic should Samsung
             focus on to nurture its Fan community?
             4. How can Samsung involve its Fans?

                                             25 slides




PDF Format
Report 10
                         HTC, Motorola and Sony
             1. What should handset brands focus on?
             Product mix or customer segments?
             2. Which factor drives youth handset
             purchase and how can brands measure it?
             3. What success metric links marketing to
             profits and can be used to track progress
             made by handset brands? 

                                             21 slides




PDF Format
Report 11
                    Youth and Mobile Operators
             1. Why should mobile operators focus on
             the youth market?
             2. How can mobile operators increase
             youth customer acquisition and retention?
             3. What trends in messaging, gaming,
             shopping, social media & video chat are
             relevant to operators?

                                             27 slides




PDF Format
Report 12
                   Youth, Sub-brands & MVNOs
             1. Why is youth perception of Samsung
             Galaxy smartphones different from
             Apple’s iPhone?
             2. How can Samsung challenge Apple?
             3. Which demographic should Samsung
             focus on to nurture its Fan community?
             4. How can Samsung involve its Fans?

                                             12 slides




PDF Format
Report 13
                               Youth and Prepaid
             1. Why should mobile operators focus on
             prepaid offerings?
             2. Why do youth prefer prepaid over
             postpaid offerings?
             3. What are the differences, if any,
             between young prepaid and postpaid
             customers?

                                             18 slides




PDF Format
Report 14
              Youth and P2P Customer Service
             1.  Why should mobile operators focus on
             customer service?
             2.  What are the benefits of peer-to-peer
             customer service for mobile operators?
             3. How can mobile operators tap support
             communities to co-create products and
             marketing?

                                             18 slides




PDF Format
Report 15
                       Youth and Word of Mouth
             1. What are the implications of market
             saturation on youth acquisition?
             2. How young customers have evolved to
             render paid media tools irrelevant?
             3. Why retention is the new acquisition
             strategy for mobile operators?


                                            22 slides




PDF Format
Report 16
                      Youth, Pricing and Loyalty
             We review each of the following mobile
             operator strategies and assess how they
             impact loyalty, particularly for young
             mobile customers:
              1. price discounting
              2. handset range
              3. customer service

                                             16 slides




PDF Format
Report 17
                         Youth and Mobile Music
             1. Why should operators consider music in
             targeting the youth market?
             2. What are the revenue opportunities for
             operators from mobile music?
             3. What are youth music need gaps and
             how can mobile operators address them?


                                             21 slides




PDF Format
Report 18
                   Youth and Mobile Messaging
             1. How big a threat are mobile messenger
             apps to operator SMS revenues?
             2. Which youth demographic is driving the
             growth of mobile messenger apps?
             3. What do youth want from mobile
             messenger apps?


                                             23 slides




PDF Format
Report 19
                             Teens and Instagram
             This briefing covers three main points:
             1. Teens: the loud minority
             2. Instagram offers blank canvas for teen
             social behaviors
             3. Instagram offers the discretion once
             afforded by Facebook


                                              13 slides




PDF Format
Report 20
                     Youth and Mobile Shopping
             1. How can retailers and mobile providers
             make mobile shopping appeal to youth?
             2. What exactly do youth want from the
             social aspect of mobile apps?
             3. How and why do youth engage in
             mobile shopping/purchase?


                                              10 slides




PDF Format
Report 21
                    Youth and Mobile Payments
             1. How big is the mobile payment market
             and how do they vary across regions?
             2. What is the role of youth in the future
             of mobile payments?
             3. What is preventing mass adoption of
             mobile payment services in advanced
             markets?

                                               28 slides




PDF Format
Report 22
                          Youth and Social Media
             1. What should brands talk about on social
             media to generate conversations?
             2. How can brands use social media to
             connect youth with each other?
             3. How can brands generate positive
             reviews from youth on social media?


                                              27 slides




PDF Format
Report 23
                         Youth and Mobile Video
             1. What is the mobile video growth story?
             2. Why is mobile video growing faster
             than other devices?
             3. What mobile video services are most
             popular among youth?
             4. Are youth replacing voice with video
             chat?

                                              39 slides




PDF Format
Report 24
                           Youth and Brand Fans
             1. What is a Fan?
             2. What are the key characteristics of a
             Fan?
             3. How can brands measure the impact of
             a Fan?
             4. Do all brands have Fans?


                                             16 slides




PDF Format
Report 25
                                  Youth and Retail
             1. Why are youth key to driving retail
             growth?
             2. What is the role of word of mouth in a
             brand’s retail strategy?
             3. How can brands turn retail space into a
             social space for youth customers?


                                              29 slides




PDF Format
Report 26
                           Youth and Co-Creation
             1. Why should brands involve youth in
             their marketing & product development?
             2. How can brands involve youth in their
             marketing & product development?
             3. How can mobile brands leverage
             campaigns & contests to engage youth?


                                              -- slides




PDF Format
MOBILEYOUTH
 youth marketing mobile culture since 2001



                                             preview




        MobileYouth.org/Report

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The Mobile Youth Report 2013 (mobileYouth)

  • 1. MOBILEYOUTH youth marketing mobile culture since 2001 preview THE 2013 MOBILE YOUTH REPORT
  • 2. Report 1 The 15 Brands that define 2013 1. Which trends will shape mobile in 2013? 2. How will these trends affect handset brands, operator brands and mobile app developers? 3. Which non-mobile brands are transforming industry business models? 23 slides PDF Format
  • 3. Report 2 The Mobile Youth Economy The mobileYouth Economy reveals how global mobile youth market is changing, new revenue opportunities for mobile brands and role of youth in the future of mobile. 24 slides PDF Format
  • 4. Report 3 Youth and Handset Brands 1. Direct or indirect: which approach is most effective with youth? 2. Frontline or campaign: which works for handset brands? 3. What is the role of social media and retail in a brand’s youth strategy? 4. Why is youth a priority? 25 slides PDF Format
  • 5. Report 4 Win Hearts and Minds 1. What does it mean to win the hearts & minds of mobile handset customers? 2. What role does recommendation play in winning hearts and minds? 3. How can brands provide a positive experience to generate recommendation? 4. How can brands measure engagement? 25 slides PDF Format
  • 6. Report 5 Price and Purchase Decisions 1. What factors do youth consider when making a handset purchase decision? 2. What affects youth handset brand loyalty - price or features or experience? 3. When does price become a factor in youth handset purchase decision? 4. How can marketing drive loyalty? 24 slides PDF Format
  • 7. Report 6 Handsets and Women 1. What is the Pink Phone Syndrome? 2. What is the role of gender in purchase decisions and what influences women? 3. How can marketing avoid stereotypical gender differences to focus on women? 4. How can mobile brands successfully involve women in the marketing process? 30 slides PDF Format
  • 8. Report 7 Handsets and Teens 1. What is the Pink Phone Syndrome? 2. What is the role of gender in purchase decisions and what influences women? 3. How can marketing avoid stereotypical gender differences to focus on women? 4. How can mobile brands successfully involve women in the marketing process? 24 slides PDF Format
  • 9. Report 8 Handsets and Ethnic Youth 1. How big is the ethnic youth market? 2. Why are ethnic youth the most active users? 3. How should mobile brands market to ethnic youth? 4. How can brands co-create with ethnic early adopters through hackathons? 30 slides PDF Format
  • 10. Report 9 Samsung vs Apple 1. Why is youth perception of Samsung Galaxy smartphones different from Apple’s iPhone? 2. How can Samsung challenge Apple? 3. Which demographic should Samsung focus on to nurture its Fan community? 4. How can Samsung involve its Fans? 25 slides PDF Format
  • 11. Report 10 HTC, Motorola and Sony 1. What should handset brands focus on? Product mix or customer segments? 2. Which factor drives youth handset purchase and how can brands measure it? 3. What success metric links marketing to profits and can be used to track progress made by handset brands?  21 slides PDF Format
  • 12. Report 11 Youth and Mobile Operators 1. Why should mobile operators focus on the youth market? 2. How can mobile operators increase youth customer acquisition and retention? 3. What trends in messaging, gaming, shopping, social media & video chat are relevant to operators? 27 slides PDF Format
  • 13. Report 12 Youth, Sub-brands & MVNOs 1. Why is youth perception of Samsung Galaxy smartphones different from Apple’s iPhone? 2. How can Samsung challenge Apple? 3. Which demographic should Samsung focus on to nurture its Fan community? 4. How can Samsung involve its Fans? 12 slides PDF Format
  • 14. Report 13 Youth and Prepaid 1. Why should mobile operators focus on prepaid offerings? 2. Why do youth prefer prepaid over postpaid offerings? 3. What are the differences, if any, between young prepaid and postpaid customers? 18 slides PDF Format
  • 15. Report 14 Youth and P2P Customer Service 1.  Why should mobile operators focus on customer service? 2.  What are the benefits of peer-to-peer customer service for mobile operators? 3. How can mobile operators tap support communities to co-create products and marketing? 18 slides PDF Format
  • 16. Report 15 Youth and Word of Mouth 1. What are the implications of market saturation on youth acquisition? 2. How young customers have evolved to render paid media tools irrelevant? 3. Why retention is the new acquisition strategy for mobile operators? 22 slides PDF Format
  • 17. Report 16 Youth, Pricing and Loyalty We review each of the following mobile operator strategies and assess how they impact loyalty, particularly for young mobile customers: 1. price discounting 2. handset range 3. customer service 16 slides PDF Format
  • 18. Report 17 Youth and Mobile Music 1. Why should operators consider music in targeting the youth market? 2. What are the revenue opportunities for operators from mobile music? 3. What are youth music need gaps and how can mobile operators address them? 21 slides PDF Format
  • 19. Report 18 Youth and Mobile Messaging 1. How big a threat are mobile messenger apps to operator SMS revenues? 2. Which youth demographic is driving the growth of mobile messenger apps? 3. What do youth want from mobile messenger apps? 23 slides PDF Format
  • 20. Report 19 Teens and Instagram This briefing covers three main points: 1. Teens: the loud minority 2. Instagram offers blank canvas for teen social behaviors 3. Instagram offers the discretion once afforded by Facebook 13 slides PDF Format
  • 21. Report 20 Youth and Mobile Shopping 1. How can retailers and mobile providers make mobile shopping appeal to youth? 2. What exactly do youth want from the social aspect of mobile apps? 3. How and why do youth engage in mobile shopping/purchase? 10 slides PDF Format
  • 22. Report 21 Youth and Mobile Payments 1. How big is the mobile payment market and how do they vary across regions? 2. What is the role of youth in the future of mobile payments? 3. What is preventing mass adoption of mobile payment services in advanced markets? 28 slides PDF Format
  • 23. Report 22 Youth and Social Media 1. What should brands talk about on social media to generate conversations? 2. How can brands use social media to connect youth with each other? 3. How can brands generate positive reviews from youth on social media? 27 slides PDF Format
  • 24. Report 23 Youth and Mobile Video 1. What is the mobile video growth story? 2. Why is mobile video growing faster than other devices? 3. What mobile video services are most popular among youth? 4. Are youth replacing voice with video chat? 39 slides PDF Format
  • 25. Report 24 Youth and Brand Fans 1. What is a Fan? 2. What are the key characteristics of a Fan? 3. How can brands measure the impact of a Fan? 4. Do all brands have Fans? 16 slides PDF Format
  • 26. Report 25 Youth and Retail 1. Why are youth key to driving retail growth? 2. What is the role of word of mouth in a brand’s retail strategy? 3. How can brands turn retail space into a social space for youth customers? 29 slides PDF Format
  • 27. Report 26 Youth and Co-Creation 1. Why should brands involve youth in their marketing & product development? 2. How can brands involve youth in their marketing & product development? 3. How can mobile brands leverage campaigns & contests to engage youth? -- slides PDF Format
  • 28. MOBILEYOUTH youth marketing mobile culture since 2001 preview MobileYouth.org/Report