Product Type: Market Research Report
Published by: Wireless World Forum
Published: July 2007
Product Code: R353-43Description Overview
- Detailed statistics on youth and all aspects of their mobile usage covering over 60 markets worldwide
- An analysis of the social drivers that influence youth uptake of mobile products and services
- A look at mobile from the perspective of parallel industries using relevant case studies
- Strategies for harnessing mobileYouth product demand and creating value networks on the supply side of the industry
Answers to your questions
1. Who are mobileYouth and why do the mobile and media industries need to know about them?
2. What are the differences in mobile usage among youth worldwide?
3. What are the economic implications of mobileYouth purchasing?
4. Which mobile products and services do youth prefer and why?
5. Where are the emerging youth markets for mobile products and services?
6. How can I understand mobileYouth product demand and segment accordingly?
7. Does the current mobile industry business model respond to mobileYouth needs?
Please note Report Part 2 will be available at the End of June 07, Report part 3 at the end of September 07, and Report Part 4 in December 07. Table of Contents - MobileYouth Report 2007 Q1 TOC
- 1. MobileYouth Demand
Understand the broader economic and social factors which are influencing youth demand in general and youth demand for mobile products and services in particular.
1.1 Introduction: Demand 2.0 - How has youth demand changed in the digital age?
1.2 Why are mobileYouth important to youth-oriented industries? 3 reasons
- 1.2.1 Brand allegiance
- 1.2.1.1 The power of branding
- 1.2.1.2 mobileYouth lifetime value
- 1.2.1.3 Return on Customer
- 1.2.1.4 Ageing brands
- 1.2.2 Mobile displacement
- 1.2.2.1 Financial
- 1.2.2.2 Social
- 1.2.2.3 Time
- 1.2.2.4 Threats and opportunities to aligned sectors: The music industry
- 1.2.3 Youth Consumer advocacy
- 1.2.3.1 Young consumer product uptake
- 1.2.3.2 The viral character of mobile product adoption
1.3 Recommendations for satisfying Demand 2.0
- 1.3.1 Understand the IGPC quadrant: what drives it, and what implications does it have for mobile?
- 1.3.1.1 The two youth drivers: Significance and belonging
- How do the drivers influence youth purchases and social behaviour?
- How do youth manage the tension between the desire to belong to a group and the desire to be significant as an individual?
- 1.3.1.2 The IGPC quadrant (Individual/Group/Production/Consumption)
- Understand consumer demand in the context of contemporary social and economic changes
- How can the quadrant explain and project future areas of mobile demand?
- How do significance and belonging fit into the IGPC quadrant?
- 1.3.2 Build mobile products and services around the five social aspects of youth interaction
- 1.3.2.1 Communication: How do youth today communicate? Statistics on SMS, voice calls and IM Case Study: Twitter, Zemble
- 1.3.2.2 Behavioural Platform: What is a behavioural platform and how can it be used to enhance the quality of the mobile youth experience and reduce churn? Case Study: Mobagetown
- 1.3.2.3 Personalization: How and why do youth personalize their mobile products? What is the market potential for mobile personalization? Case Study: Comverse Mobile Avatars
- 1.3.2.4 Status Display: What is the function of status display among mobileYouth? How do youth use mobile to display their status within groups? Case study: Ringtones vs. singles sales
- 1.3.2.5 Social Networking: What is the significance to youth of social networking? What is the value of mobile social networks as opposed to PC social networks? Case studies: Socialight, Im There
2. mobileYouth demand by demographic
2.1 The need for consumer focus in business
2.2 Two reasons for the lack of consumer focus in mobile industry
- 2.2.1 Technological obstacles to gathering and cataloguing consumer preferences
- 2.2.2 Lack of incentive to gain a deeper understanding of consumers: residual effect of uncompetitive market conditions in early markets
2.3 Mobile myths: the consequence of weak consumer focus
- 2.3.1 Time: niche or not?
- 2.3.2 Movement: is mobility a social benefit?
- 2.3.3 Style: the “cool” factor of technology
- 2.3.4 Attitude: The myth of jaded, rebellious youth
2.4 Demographic analysis of mobile Youth: Drivers, Case Studies, Statistics and Recommendations
- 2.4.1 Age 5-9
- 2.4.2 Age 10 - 14
- 2.4.3 Age 15 - 19
- 2.4.4 Age 20 - 24
- For each age group (Statistics 2005 - 2008):
- a) Principal social driver: parents, peer group, individual
- b) Spending: total spend, mobile spend, mobile spend as a percentage of disposable income
- c) Breakdown of mobile use: Voice and Data Services (SMS, MMS, Other messaging, music, games, Internet)
- d) Popular handsets: which handsets are popular among different age groups and why?
- e) Popular mobile services: which services appeal most to different age groups and why? Case Studies: Boost Loopt, Geotagging
- f) Key issues and concerns:
- Parental concerns for 5 - 9 & 10 - 14 age group
- - Content-related issues: Youth access to premium rate services and inappropriate content, operator responsibility, special handsets
- - Behavioural and Educational issues: Texting and linguistic degradation, mobile bullying, youth debt resulting from indiscriminate phone use
2.5 Recommendations
- Recommendations on creating mobile products and services for the relevant age group
- 2.5.1 5 - 9 Products and services geared to parent concerns: RedKnee Security and Disney handsets
- 2.5.2 10 - 14 Products and services geared to parent concerns and the increasingly strong influence of the peer group: Boost Loopt
- 2.5.3 15 - 19 Products and services geared to the peer group and in the later part of this demographic, to the individual: Chaos Mobile
- 2.5.4 20 - 24 Products and services geared primarily towards the individual : niche lifestyle MVNOs
3. mobileYouth demand by stage of market evolution
3.1 The stages of mobile market evolution
- 3.1.1 Volume
- 3.1.2 Transition
- 3.1.3 Value
3.2 The core elements of mobile market evolution
- 3.2.1 Operators
- 3.2.2 Handset manufacturers
- 3.2.3 Consumers
3.3 The core elements of market evolution: analysis by stage Strategies and behaviours of operators, handset manufacturers and consumers by stage of market evolution
3.4 mobileYouth market overview: analysis by stage of evolution
- 3.4.1 Key volume markets: India, China, Brazil, Indonesia, Nigeria
- 3.4.2 Key transition markets: Canada, United States, Russia, Turkey, Australia
- 3.4.3 Key value markets: Japan, Korea, UK, Italy, Sweden
- a) Population figures: number of youth overall, number of youth per stage of evolution, overall penetration, youth penetration
- b) Economic figures: youth disposable income, youth ARPU, youth spend on mobile, breakdown of mobile revenues by type of service
- c) Growth figures: Changes in mobile ownership and use of major services (voice and text) 2004 - 2008
- v) Market evolution and the structure of supply
- a) How volume markets create the value chain mentality
- b) The residual effect of volume markets on industry mentality
- c) Understanding the technological trickle-down effect: how the social importance of technology increases over time
- - What happens after crossing the chasm?
- - The status gap
- - The commodity gap
- d) Case Studies: how has the value chain mentality hindered development in parallel industries?
- - Novo Nordisk: innovation in insulin development
- - Bloomberg: innovation in financial services
- e) Case studies: how has circumventing the value chain produced results for the mobile industry?
- - The success of mobile Internet in Japan: NTT DoCoMo’s i-mode
- - Amp’d Mobile: cross-functional partnerships with MTV and content development
Report 2 Social Networks & Consumer-Generated Q2 TOC
1. The Mobile Space
1.1 Social interaction within the mobile space: how does mobile function as a community
1.2 Two fundamental youth needs: how they drive the social aspects of mobile and social networking
2. Social Networks
2.1 A typology of PC and mobile social networks: how do usages and consumers differ; case studies
2.2 Using social networks to obtain loyalty and improve your relationship with young consumers
2.3 Challenges in moving PC networks onto mobile and developing mobile communities
3. Consumer-Generated Content
3.1 Understand CGC and its importance to young consumers in the context of the mobileYouth demand quadrant
3.2 Shortcomings and challenges related to CGC:
- do consumers need incentives to become good producers of CGC?
- Is there a difference between “self” and “consumer” generated content?
3.3 Strategies for monetising CGC and incorporating it into social networks and other mobile services
3.4 Case studies: Business models for harnessing CGC
3.5 Impact of the handset market on CGC
Report 3 Marketing & Branding for the Longtail Q3 TOC
1. The new consumer: psychology of consumption among youth
1.1 Identity: a significant shift from political to commercial; citizen to consumer
- 1.1.1 Object association and identity
1.2 Scarcities which affect new consumers
- 1.2.1 Situating the new consumer in the IGPC quadrant
1.3 Role of the peer group in influencing youth consumption
1.4 Understand the meaning of “authenticity” to new consumers
2. The 3 D’s of the new commercial landscape: implications for marketing and branding
2.1 Democratization of technology and production: unprecedented consumer access to production technology such as podcasting, blogging, and selfcasting (YouTube)
2.2 Diffusion of centralized media and homogeneous audiences
2.3 Distributed markets: the economic consequences of diffuse audiences and low costs of distribution
2.4 Moving branding and marketing away from image control: a guide to “Advertising 2.0”
2.5 Understanding the aspirational nature of the youth marketplace
3. Marketing and the mobile advantage
3.1 How has the mobile platform been used for marketing? What are the advantages of mobile marketing in the new media landscape?
3.2 How does mobile marketing address the needs of the new youth consumer?
3.3 Which challenges does mobile marketing face, and how will it evolve with the introduction of new technologies?
3.4 Case studies: successful and less-successful mobile marketing campaigns: the components of a good campaign
Report 4 Mobile, Media and the Youth Market Q4 TOC
1. Youth use of media: Exploring, Using & Sharing
1.1 Decentralized media and heterogeneous youth markets
1.2 Changing youth patterns of media consumption
1.3 Three social functions of media for youth: Exploration, Use & Sharing
2. Mobile & Media Stakeholders: Opportunities & Challenges
2.1 Global Case Studies: Traditional media products and services successfully transplanted onto mobile
2.2 Youth uptake of mobile multimedia products and services
2.3 Opportunities and challenges to industry stakeholders:
- record labels,
- brands, broadcasters,
- content developers,
- TV producers,
- handset manufacturers,
- media companies,
- network operators
2.4 Developing business models that address both industry and consumer needs in mobile and media
3. The youth market and multi-functional handsets
3.1 Mobile-media convergence and multi-functional handsets: case studies
3.2 Are multimedia handsets being developed with the young consumer or the industry in mind?
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