The MobileYouth® Trends Workout 2007 focuses on youth lifestyle, media consumption, and brand trust. It emphasizes the importance of understanding youth consumer behavior, highlighting trends such as the rising influence of mobile media over traditional TV. The document also discusses effective marketing strategies tailored for engaging youth audiences and the significant impact of word-of-mouth and social media on purchasing decisions.

1. Welcome to the mobileYouth® Trends Workout 2007

2. Session One : Youth Lifestyle $130bn

3. Session One : Youth Lifestyle 51 yrs+

4. Session One : Youth Lifestyle Age 10: 100% of lifetime value Age 33: 50% of lifetime value Lifetime spend of average 10 year old: $28 00 Harley strategy

5. Session One : Youth Lifestyle “ We cannot predict the future We can only predict what customers love” Harry Beckwith

6. Session One : Youth Lifestyle “ We are their social network” (Howard Schulz) CEO 4x more profitable Consumer brand advocacy

7. Session One : Youth Lifestyle From #1 to #7 in 20 yrs From #2 to #1 in 20 yrs

8. Panel One : Youth Lifestyle Geoff Goodwin Marc Goodchild Head of Children’s Interactive, BBCi Head of BBC Switch, BBC

9. Session Two : Youth & Media On the street videos “ Tell us about TV & other media”

10. Video Two : Youth & Media

11. Session Two : Youth & Media TV is dead! Long live mobileTV Myspace Facebook!! “ Only 18% of TV advertising produces positive ROI” Kirby & Marsden 2006.

12. Session Two : Youth & Media Metrics show that TV is still an effective tool to reach youth Circuits of Cool/Digital Playground 2007 56% 51% Spend online 65% 68% Hang out with friends 70% 71% Listen to music 65% 85% Watch TV 15-24yrs 7-14yrs

13. Session Two : Youth & Media Pay Attention! (online)

14. Session Two : Youth & Media Multitasking is a fact of youth life

15. Session Two : Youth & Media Which media influence your purchasing decisions? (BG Research 2006) Word of Mouth TV Magazines Internet Read Article In-store promotion Coupons Email

16. Panel Two : Youth & Media Johan Winbladh Mobile Channel Editor, Danish Broadcasting Corp Pasa Mustafa Head of Digital Original Programming, Endemol James Davis Head of Mobile, News International Head of Digital Original Programming, Endemol Giovanni Maruca Director, Paramount

17. Session Three : Youth & Brands On the street videos What do you think of these brands?

18. Video Three : Youth & Brands

19. 1320 Session Three : Youth & Brands Buzz?? How can we manufacture us some of that?

20. Session Three : Youth & Brands The 5 most TRUSTED brands (Outlaw Consulting 2007) Apple 60.9 Trader Joe’s 57.4 Jet Blue 46.4 In-N-Out Burger 38.8 Ben and Jerry’s 33.6 76% of consumers don’t believe advertisers (Yankelovich 2006).

22. Session Three : Youth & Brands Open house branding? How are we ever going to get that one past our marcomms dept?

23. Session Three : Youth & Brands Consumer led innovation? Look what would happen!

24. Session Three : Youth & Brands Customer API?

25. Panel Three : Youth & Media Ged Carroll Oliver Ripley Jonathan MacDonald Digital Director, Waggener Edstrom Head of Sales, Blyk Product Manager, Tanla David Murphy Editor, Mobile Marketing Magazine Mark Linder Global Client Leader, WPP Nick Rhodes Director of Product Design, Central St Martins

26. Session Four : Youth & Operators On the street videos Does your operator understand you?

28. Session Four : Youth & Operators How can operators build a dialogue?

29. Panel Four : Youth & Operators Richard Miller Derrick Heng GM, Consumer Convergence, BT Director of Segment Marketing, Singtel