Grass Roots Projects in South Africa Brand Marketing to Young Adults and Teens

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mobileYouth 2009

www.mobileYouth.org www.mobileYouthNet.com

Tel: +44(0) 207 386 3635

Table of Contents updated June 2009


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mobileYouth 2009


Tel: +44(0) 207 386 3635

What is mobileYouth?

mobileYouth is both a study of the universe of young people and a guide to better develop and market products for these consumers. Its all too easy to get lost in the technology, the non sensical self talk of the internet, mobile and media industries when sometimes the smallest things create the biggest leverage in customers satisfaction.

Building dialogue and trust with young consumers through internal change

Points of change typically revolve around:

Building proactive dialogue with consumers rather than listening Change through adopting new internal language and semantics (e.g. dumping useless terms such

as killer applications, value chains, end users etc in favor of services, value networks, consumers)

Integrating the product development and marketing processes Creating consumer advocacy through establishing the company within the peer group Experimenting with youth as brand stakeholders Measuring internal performance and KPI through lifetime customer value rather than net

adds

From Apple to Zain

Weve been

covering

nearly

60

countries

now

since

the

projects

inception

and

it

continues

to

grow,

bringing on board new and exciting clients who we have the privilege of working with and learning from for the first time from McDonalds to Adidas to Apple to the European Commission. It doesnt really get much better than that in terms of scope and scale for consumer insight.

Some of our clients

3. Adidas. Adobe. AKQA. AOL. Avea. Avery Dennison. BBC. BBDO. BBH. Belgacom. BSkyB. BT. Carat. Channel 4. Comverse. Disney Mobile. EA. EMI Music. Ericsson. Hasbro. Hutchison Whampoa. Intel. Isobar. ITV. KPN. Kyocera. Leo Burnett. LG. Mediacom. Mobilink. Microsoft. Motorola. MTN. MTV Networks. NEC. Nokia. Telefonica O2. Orange. Plantronics. Proctor & Gamble. Publicis. Rogers Wireless. RTL. Samsung. Sony Electronics. Sony PlayStation. Sprint Nextel. Sun Microsystems. Telenor. TeliaSonera. TIM. TIM Hellas. TMobile. Turkcell. Verizon Wireless. Virgin Mobile. Vodafone. Walt Disney Internet Group. Walt Disney Television. WPP. WIND . Zain


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Report 1. Insights into Youth Mobile Trends and Mobile Behavior (Delivered Feb 09)

Title 1 Graham Brown Quote 2 How to Use this Report 3 Change 4 Emerging Youth Trends: Trouble Ahead? 5 ARPU Ceiling 6 The Slice and the Pie 7 Conditions place premium on Trust 8 Youth Show the Way 9 Integrated Use Up, Spending Down 10 The Trust Gap: has mobile left the backdoor open? 11

Industrys Future lost at Grass Roots Level 12 How Mobile can Regain Mindshare 13 Stuck in the 20 th Century 14 Industrial or Social? 15 DNA cannot be undone by tactics 16 Attention is Your Biggest Cost: Are you Interrupting or Connecting? 17 Attention is your biggest cost 18 Pipelines ignore filters 19 DNA = Metrics =Marketing = Failure 20 The True Cost of Marketing 21 Reliance on Nomadics 22

The True Cost of Churn 23 When Marketing Serves the Company 24 Insights 25 Ethnography the key to unlocking the emotional appeal 26 Moving beyond the Observable 27 Blank 28 Gen Y Myths 29 Changing How we Gather Insight 30 When Consumer Insight Gets it Wrong 31 Moving towards Ethnography 32 Platform Marketing: Campaign to Legacy 33 Establish Permission First 34 Moving from Serial to Cyclical 35 Selling Barriers to Exit 36 Social Currency: why they buy 37 Blank 38 Selling a Lifestyle 39 Social Fabric that Connects 40


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Gender and Social Media 85 Ethnics: Passionate Beachheads 86 Young Ethnics and Media 87 Young Ethnics and Mobile 88 iPhone Owners: Early Adopter Bubbles 89 Young iPphone Owners 90 Demand for Apps 91 Gamers: All Ages but differing styles 92 Young Gamers 93 Young Gamers 94 Mobile Music: Male and Ethnics 95 Marketing and Cross Selling Opportunities 96 Young Mobile Music Consumers 97 Mobile Internet: Teens when its free 98 Young Mobile Internet Consumers 99

Mobile Mail:

So

far,

a substitute

rather

than

a de

facto

100

Young Mobile Mail Consumers 101 Mobile Photo Sharing: Teen Sharers and Young Adult Displayers 102 Young Photo Sharing Consumers 103 Mobile Video: Online Female, Mobile Male. Young Adults and Ethnics dominate 104 Young Video Consumers 105 Young Mobile Video Consumers 106 Social Media: All ages, all genders, all ethnicities but roles vary 107 Young Social Media Consumers 108

Contact 111 Come meet mobileYouth on our world tour 2009 112 The Youth Marketing Workout 2009 113 mobileYouth Lead Author 114


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2. Mobile youth product preference and development

Product choice What do they want from handsets? What do they want from operators? E.g. service, package What do youth think of discount & free operators such as Blyk, Helio, Boost Mobile, Heyah!, Virgin,

Fonic and Congstar? What do youth think of premium handsets such as iPhone, Storm, G1, Nokia Tube? What do youth think of mobile advertising?

Pricing How relevant is pricing to young consumers? Do youth want everything for free or are we missing the point in what really drives their consumer

behaviour? What is Displacement and how does this impact youth choice in product?

Product Development

What role should youth play in our own product development? What is the business benefit of crowdsourcing product ideas from youth? How can operators engage youth as part of the product development process? What role do youth have in developing your mobile advertising revenue streams? Should we use mobile content to enhance youth revenues, loyalty, advertising revenues or

marketing?

3. Mobile youth branding

Brand preferences

How do

youth

assess

brands?

What role does trust, relevance have in youth brand? How does brand impact loyalty, uptake of new services, word of mouth? How do mobile brands compare with others in terms of youth preference? How important are social values in youth branding? How important is Authenticity in youth branding? How should mobile brands brand themselves for young consumers without impacting the wider

business? Do youth prefer localized or global brands and how does this vary by market? Which brands do youth rate the highest and why? Is the concept of "brand" relevant to youth in a "smart pipe" strategy? How do youth weigh the needs of wanting control of the brand versus brand leadership?

Brand impact How does brand impact word of mouth, uptake of new services and customer loyalty? How do we build our relevance to youth? How can we achieve youth brand clarity? How do we position our youth service to our customers? How can we measure youth brand performance? What are our social values and why are they important in building a dialogue with youth?


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mobileYouth 2009


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What is youth brand clarity and are mobile operators achieving it? Should we adopt open house branding strategies or should we demonstrate leadership? How important is Building the Backstory in marketing effectiveness?

Marketing to mobile youth

Measurement Why is a reliance on ARPU and market share potentially damaging to youth relationships long term? What role should the profit related metrics net promoter score, churn, lifetime value play in

developing and measuring youth strategy? Communication

Which 3 communications tactics are youth most responsive to? How do we build the bridges to facilitate dialogue and enable youth to better communicate with

mobile operators? Are call centres, focus groups and feedback forms effective? What are the most common and avoidable mistakes in marketing to youth?

What role should customer service have in your youth marketing strategy? How can operators use Social Media, Twitter, Blogs and Video to engage youth? How can operators monitor, take part in and enhance youth conversation relevant to our brand?

Partnership What is the business case for youth focused partnerships? What should be the operator's key selling point to attract the right industry partners? How should you position our brand in the music category? Why is music sponsorship increasingly ineffective? How should operators approach music events as a core marketing strategy with youth? Who do you need to partner with to make mobile advertising happen?

Marketing Why should mobile operators focus youth marketing on legacy building as opposed to campaigns? What is the youth marketing Meatball Sundae and how do we avoid it? What are Immersion and Partnership marketing and who is successfully implementing these

strategies? Which brands are successfully building marketing legacies and what are the business benefits? How can operators prepare internally for moving from marketing "to" to marketing "with" youth?

Influence What is the business case for positive youth customer advocacy? Who should be the focus on the customer advocacy strategy? How do we engage employees as brand ambassadors?


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4. Strategy for mobile youth

Key business case questions What are the 3 key internal justifications for a mobile youth strategy?

What is

the

business

case

for

youth

and

where

should

youth

fit

within

the

overall

operator

strategy?

What should operator youth strategy be and what are the key mistakes that can be avoided? What is the Harley Affect and how does this make youth relevant to non demographic specific

brands? What are the business implications of getting your youth strategy wrong? How can operators make an effective internal youth strategy a key cost cutting measure? What are the internal challenges preventing an effective youth strategy and how do we address

them?

Key strategy questions What are the 3 strategic priorities we need to be focusing on for 2009? Are discount and free operators a threat or a distraction? How can a mass market brand be relevant to youth? What are the long term youth ARPU trends and are these indicative of future patterns in the mass

market? What is Channel ARPU and what are the strategic implications for our youth strategy? How do Nokia, Apple, Google, Red Bull and Starbucks present a competitive threat to operators and

what should operators do about it? What role should operator assets play in youth marketing (eg brand, billing, partnerships, portal, and

handset portfolio)?

Statistical mobile youth trends

What are the 3 most important statistical mobile youth trends and what is their implication for mobile providers?

What are the current ARPU trends and how do they differ by age and market? What are the current data trends and how do they differ by age and market? Typical customer profiles explained statistically How do youth trends vary from emerging to mature markets? How is youth spending on mobile changing? What are the current subscriber trends and how do they differ by age and market? What are the current churn and loyalty trends and how do they differ by age and market?


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Screenshots from previous reports

The Author

Born in the UK, Graham Brown has spent his life living and working in both London and Tokyo. A keen psychology graduate, Graham has focused his marketing career on understanding what influences consumer behavior.

Graham established mobileYouth in 2001 with Josh Dhaliwal at a time when the blanket industry response to youth was we dont do kids. Needless to say, things have changed a little since then and Grahams role in the organization has evolved from knocking on the doors of operators to maintaining the research momentum and deepening our understanding of what the consumer wants.

As well as speaking at industry conferences on the subject of young consumers, Graham has appeared on

CNBC, Sky, CNN and BBC TV regarding youth marketing issues as well as in print with the FT, Guardian, WSJ and the Sunday Times.


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mobileYouth 2009


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mobileYouth 2009 Methodology

The annual mobileYouth reports are a combination of quantitative and qualitative research.

mobileYouth provides indepth analysis of issues facing companies engaging with young consumers worldwide. Each report covers a single strategic subject area subjects deemed worthy of detailed analysis by our clients, major industry players who use our studies in their strategic planning.

Each report sets up the issues and market conditions, describes the players, cites the market factors, and projects marketplace trends. Written clearly and concisely, each report makes full use of charts and graphs to present market data and projections. It is important for us that our information is as reusable as possible and where required charts, tables and graphs are presented in a format which can be easily extracted and re used in presentations and reports.

First launched in 2001, mobileYouth is an ongoing study of the behavioural and consumption trends of young

people worldwide hence there is no project start or end date all research work is ongoing and we are increasing the use of video interviews so that our clients can hear directly from what young people are telling them.

Our research approach is the same for each study, a typical report begins with a scan of our internal databases and secondary sources the fastest way for an analyst to review current market conditions. Next, analysts conduct primary interviews in the marketplace to cross check secondary sources and gather additional data for a preliminary market assessment.

We then compile the baseline information and use it to build a tentative market model. We size the market, determine upside/downside market potential, and look for factors that could alter future market

conditions. At this stage, we often feed discrete findings back to knowledgeable industry players to test assumptions.

We then test the markets assumptions against what young consumers are telling us in our qualitative research. Each year we interview thousands of young people and in some cases their parents across 20 countries including UK, USA, Germany, Japan, China, India, Singapore, South Africa etc. In 2008 we added Ukraine, Philippines, Bangladesh, Pakistan, Brazil and Malaysia due to meet client needs.

Finally, the findings go through an internal review, where senior staff members probe and challenge assumptions. Only upon a satisfactory conclusion of this review is the study deemed ready for our thorough editorial process and final publication.

Grass Roots Projects in South Africa Brand Marketing to Young Adults and Teens

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