MobileYouth™ 2007, Report 1: Youth Drivers Challenges and Opportunities

• 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

I) mobileYouth Demand: how and why to understand it

i) Introduction: Demand 2.0 - How has youth demand changed in the digital age?

ii) Why are mobileYouth important to youth-oriented industries? 3 reasons

a) Brand allegiance

- The power of branding

- mobileYouth lifetime value

- Return on Customer

- Ageing brands

b) Mobile displacement

- Financial - Social

- Time - Threats and opportunities to aligned sectors: music industry

c) Youth Consumer advocacy

-Young consumer product uptake

-The viral character of mobile product adoption

iii) Recommendations for satisfying Demand 2.0

a) Understand the IGPC quadrant: what drives it, and what implications does it have

for mobile?

- How do the drivers influence youth purchases and social behaviour?

- How do youth manage their innate tension between the desire to belong to a group and the desire to be significant as an individual?

- Understand consumer demand in the context of contemporary social and economic changes

- How are consumers today influenced by dynamics of the quadrant?

- How can the quadrant explain and project future areas of mobile demand?

- How do significance and belonging fit into the IGPC quadrant?

b) Build mobile products and services around the five social aspects of youth interaction

- Communication: How do youth today communicate? Statistics on SMS, voice calls and IM

- 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?

- Personalization: How and why do youth personalize their mobile products? What is the market potential for mobile personalization?

- Status Display: What is the function of status display among mobileYouth? How do youth use mobile to display their status within groups?

- 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?

II) mobileYouth demand by demographic

i) The need for consumer focus in business

ii) Two reasons for the lack of consumer focus in mobile industry

a) Technological obstacles to gathering and cataloguing consumer preferences

b) Lack of incentive to gain a deeper understanding of consumers: residual effect of uncompetitive market conditions in early markets

iii) Mobile myths: the consequence of weak consumer focus

a) Time: niche or not?

b) Movement: is mobility a social benefit?

c) Style: the “cool” factor of technology

d) Attitude: The myth of jaded, rebellious youth

iv) Demographic analysis of mobile Youth: Drivers, Case Studies, Statistics and Recommendations

a) Age 5-9

b) Age 10 - 14

c) Age 15 - 19

d) Age 20 - 24

III) mobileYouth demand by stage of market evolution

i) The stages of mobile market evolution: a description

a) Volume

b) Transition

c) Value

ii) The core elements of mobile market evolution

a) Operators

b) Handset manufacturers

c) Consumers

iii) The core elements of market evolution: analysis by stage

iv) mobileYouth market overview: analysis by stage of evolution

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 partnerhships with MTV and content development