mobileYouth Asia LIVE: Context Marketing for Mobile Companies

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You make Content, your Customers buy Context. What can mobile companies do about this?

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mobileYouth Asia LIVE: Context Marketing for Mobile Companies

  1. 1. mobileYouth Asia LIVE!<br />Episode#9<br />Host:<br />Ghani Kunto<br />July 4, 2011<br />Context Marketing<br />for Mobile Companies<br />FLICKR: BURIN ASAVESNA<br />
  2. 2. There’s a science to<br />controlling customer experience<br />FLICKR: EPSOS.DE<br />
  3. 3. There’s a science to<br />controlling customer experience<br />LOOK AT ME!<br />LOOK AT ME!<br />LOOK AT ME!<br />… or is there?<br />FLICKR: EPSOS.DE<br />
  4. 4. FLICKR: IMLS DCC<br />
  5. 5. CONTROLLABLE<br />FLICKR: IMLS DCC<br />
  6. 6.
  7. 7. CONTROLLABLE?<br />
  8. 8. Can Mobile Operators Control What<br />REALLY Matters?<br />
  9. 9. Can Mobile Operators Control What<br />REALLY Matters?<br />Degree of control<br />Impact on young customer’s decision<br />
  10. 10. Can Mobile Operators Control What<br />REALLY Matters?<br />Price<br />Degree of control<br />Impact on young customer’s decision<br />
  11. 11. Can Mobile Operators Control What<br />REALLY Matters?<br />Price<br />Network coverage<br />Degree of control<br />Impact on young customer’s decision<br />
  12. 12. Can Mobile Operators Control What<br />REALLY Matters?<br />Price<br />Network coverage<br />AvailableApps & Handsets <br />Degree of control<br />Impact on young customer’s decision<br />
  13. 13. Can Mobile Operators Control What<br />REALLY Matters?<br />Price<br />Network coverage<br />AvailableApps & Handsets <br />Customer Service<br />Degree of control<br />Impact on young customer’s decision<br />
  14. 14. Can Mobile Operators Control What<br />REALLY Matters?<br />Price<br />Network coverage<br />AvailableApps & Handsets <br />Customer Service<br />Degree of control<br />Peer Reinforcement & Recommendation<br />Impact on young customer’s decision<br />
  15. 15. How about<br />Mobile Handset Companies?<br />
  16. 16. 16.4 months before renewing<br />a primary handset<br />
  17. 17. Upgrade Path<br />By then,<br />57%<br />already know which phone brand they will buy next<br />
  18. 18. content<br />CONTEXT<br />
  19. 19. content<br />content<br />CONTEXT<br />
  20. 20. content<br />content<br />content<br />CONTEXT<br />
  21. 21. content<br />content<br />content<br />content<br />CONTEXT<br />
  22. 22. content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  23. 23. content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  24. 24. content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  25. 25. content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  26. 26. content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  27. 27. content<br />content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  28. 28. content<br />content<br />content<br />content<br />content<br />content<br />content<br />CONTEXT<br />
  29. 29. This is Content<br />FLICKR: OFFICIAL STAR WARS BLOG<br />
  30. 30. This is Context<br />FLICKR: OFFICIAL STAR WARS BLOG<br />
  31. 31. This is<br />Content<br />FLICKR: SARVODAYA SRI LANKA<br />
  32. 32. This is<br />Context<br />FLICKR: FUTUREATLAS.COM<br />
  33. 33. CONTEXT<br />“Values design”<br />“creative”<br />“the finer things in life”<br />FLICKR: BURIN ASAVESNA<br />
  34. 34. CONTEXT<br />“Big Boy’s Toys”<br />“walk my own path”<br />
  35. 35. CONTEXT<br />“symbol of arrival”<br />“active social life”<br />
  36. 36. Teenage<br />Pirates<br />Who are your<br />Beachheads?<br />BEACHHEADS<br />Cashless<br />Innovators<br />Disruptive<br />Divas<br />FLICKR: TOCHIS<br />FLICKR:PAMFORSTER<br />
  37. 37. Teenage<br />Pirates<br />And<br />What is Your<br />Context<br />To Them?<br />BEACHHEADS<br />Cashless<br />Innovators<br />Disruptive<br />Divas<br />FLICKR: TOCHIS<br />FLICKR:PAMFORSTER<br />
  38. 38. If you’re in one of these companies, you might already have access the answers<br />http://mobileyouthreport.com<br />

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