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mobileYouth Asia LIVE - Smoking Your Nokia

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In terms of social currency for young people, mobile phones are what smoking was.

So how should marketers in Nokia, Samsung, BlackBerry, and Sony Ericsson adjust their strategy?

Find out in this edition of mobileYouth Asia LIVE!

Published in: Business, Health & Medicine
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mobileYouth Asia LIVE - Smoking Your Nokia

  1. 1. mobileYouth Asia LIVE!<br />Episode#6<br />May 31, 2011<br />Smoking Your Nokia<br />
  2. 2. Flickr: ericmolina<br />Host:<br />With Youth Perspectives From:<br />Indonesia<br />Thailand<br />Ghani Kunto<br />
  3. 3. http://samudro.wordpress.com/2010/03/05/sandi-adi-susanto-balita-perokok/<br />
  4. 4. % Usage<br />14-22 yr olds<br />
  5. 5. % Usage<br />14-22 yr olds<br />
  6. 6. % Usage<br />14-22 yr olds<br />Teen smoking (source: WHO)<br />
  7. 7. Mobile Ownership % (www.mobileYouth.org data)<br />% Usage<br />14-22 yr olds<br />Teen smoking (source: WHO)<br />
  8. 8. mobile ownership leads to 20% decline in<br />monthly tobacco consumption …<br />purchasing a mobile phone leads to 32.6% decrease in tobacco consumption of adults over the age of 15<br />http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1152484<br />
  9. 9. Tools of Social Currency<br />
  10. 10. Here’s what they’re saying …<br />AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  11. 11. Here’s what they’re saying …<br />Common findings with other Asian youth interviews:<br /><ul><li>1st phone in junior high school</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  12. 12. Here’s what they’re saying …<br />Common findings with other Asian youth interviews:<br /><ul><li>1st phone in junior high school
  13. 13. Parents most influential in choosing 1st phone</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  14. 14. Here’s what they’re saying …<br />Common findings with other Asian youth interviews:<br /><ul><li>1st phone in junior high school
  15. 15. Parents most influential in choosing 1st phone
  16. 16. Small group of close friends most influential for 2nd phone</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  17. 17. Here’s what they’re saying …<br />Common findings with other Asian youth interviews:<br /><ul><li>1st phone in junior high school
  18. 18. Parents most influential in choosing 1st phone
  19. 19. Small group of close friends most influential for 2nd phone
  20. 20. 3rd, 4th, 5th phones same brand as 2nd phone</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  21. 21. Here’s what they’re saying …<br />Common findings with other Asian youth interviews:<br /><ul><li>1st phone in junior high school
  22. 22. Parents most influential in choosing 1st phone
  23. 23. Small group of close friends most influential for 2nd phone
  24. 24. 3rd, 4th, 5th phones same brand as 2nd phone
  25. 25. Product features are measured by their social currency</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  26. 26. Here’s what they’re saying …<br />Nokia, BlackBerry, and the role social currency plays in influence:<br /><ul><li>Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  27. 27. Here’s what they’re saying …<br />Nokia, BlackBerry, and the role social currency plays in influence:<br /><ul><li>Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
  28. 28. The switch also happens because of social currency optimization</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  29. 29. Here’s what they’re saying …<br />Nokia, BlackBerry, and the role social currency plays in influence:<br /><ul><li>Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
  30. 30. The switch also happens because of social currency optimization
  31. 31. BlackBerry sales are driven by female recommendations</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  32. 32. Here’s what they’re saying …<br />Nokia, BlackBerry, and the role social currency plays in influence:<br /><ul><li>Nokia is either replaced by BlackBerry, or relegated to become the cheap secondary phone
  33. 33. The switch also happens because of social currency optimization
  34. 34. BlackBerry sales are driven by female recommendations
  35. 35. Operators play the role of gatekeepers</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Indonesia<br />
  36. 36. Here’s what they’re saying …<br />Nokia and BlackBerry in other Asian markets:<br />AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Thailand<br />
  37. 37. Here’s what they’re saying …<br />Nokia and BlackBerry in other Asian markets:<br /><ul><li>In enclosed working groups, the “BlackBerry contagion” spreads within 2-3 months</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Thailand<br />
  38. 38. Here’s what they’re saying …<br />Nokia and BlackBerry in other Asian markets:<br /><ul><li>In enclosed working groups, the “BlackBerry contagion” spreads within 2-3 months
  39. 39. Mass migration from Nokia to BlackBerry happening in different markets in Asia, following similar social paths</li></ul>AriniGadisWijaya<br />Chief Trendspotter for Asia<br />Thailand<br />
  40. 40. Young people are looking for toolsto optimize their social experience<br />
  41. 41. Are you giving the right toolsto the right people?<br />
  42. 42. If you’re in one of these companies, you might already have access to<br />http://mobileyouthreport.com<br />
  43. 43. Download this presentation and get access to more charts<br />http://www.mobileyouthreport.com<br />

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