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!

1. mobileYouth Asia LIVE! Episode#6 May 31, 2011 Smoking Your Nokia

2. Flickr: ericmolina Host: With Youth Perspectives From: Indonesia Thailand Ghani Kunto

3. http://samudro.wordpress.com/2010/03/05/sandi-adi-susanto-balita-perokok/

4. % Usage 14-22 yr olds

5. % Usage 14-22 yr olds

6. % Usage 14-22 yr olds Teen smoking (source: WHO)

7. Mobile Ownership % (www.mobileYouth.org data) % Usage 14-22 yr olds Teen smoking (source: WHO)

8. mobile ownership leads to 20% decline in monthly tobacco consumption … purchasing a mobile phone leads to 32.6% decrease in tobacco consumption of adults over the age of 15 http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1152484

9. Tools of Social Currency

10. Here’s what they’re saying … AriniGadisWijaya Chief Trendspotter for Asia Indonesia

13. Parents most influential in choosing 1st phoneAriniGadisWijaya Chief Trendspotter for Asia Indonesia

15. Parents most influential in choosing 1st phone

16. Small group of close friends most influential for 2nd phoneAriniGadisWijaya Chief Trendspotter for Asia Indonesia

18. Parents most influential in choosing 1st phone

19. Small group of close friends most influential for 2nd phone

20. 3rd, 4th, 5th phones same brand as 2nd phoneAriniGadisWijaya Chief Trendspotter for Asia Indonesia

22. Parents most influential in choosing 1st phone

23. Small group of close friends most influential for 2nd phone

24. 3rd, 4th, 5th phones same brand as 2nd phone

25. Product features are measured by their social currencyAriniGadisWijaya Chief Trendspotter for Asia Indonesia

28. The switch also happens because of social currency optimizationAriniGadisWijaya Chief Trendspotter for Asia Indonesia

30. The switch also happens because of social currency optimization

31. BlackBerry sales are driven by female recommendationsAriniGadisWijaya Chief Trendspotter for Asia Indonesia

33. The switch also happens because of social currency optimization

34. BlackBerry sales are driven by female recommendations

35. Operators play the role of gatekeepersAriniGadisWijaya Chief Trendspotter for Asia Indonesia

36. Here’s what they’re saying … Nokia and BlackBerry in other Asian markets: AriniGadisWijaya Chief Trendspotter for Asia Thailand

39. Mass migration from Nokia to BlackBerry happening in different markets in Asia, following similar social pathsAriniGadisWijaya Chief Trendspotter for Asia Thailand

40. Young people are looking for toolsto optimize their social experience

41. Are you giving the right toolsto the right people?

42. If you’re in one of these companies, you might already have access to http://mobileyouthreport.com

43. Download this presentation and get access to more charts http://www.mobileyouthreport.com