|
|
Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
MobileYouth™ 2007, Report 1: Youth Drivers Challenges and Opportunities
|
|
- 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
|
Similar Products
• A Review of Drinks Production and Marketing Rules
Published Nov 2008 by just-drinks
• Independent Yellow Pages Publishers 2008: Forecast & Analysis
Published Nov 2008 by Simba Information - Reports
• Opportunities in Mobile Marketing & Advertising 2008-2009
Published Nov 2008 by Simba Information - Reports
• 2008 Global Broadband - M-Commerce, E-Commerce & E-Payments
Published Nov 2008 by Paul Budde Communication Pty Ltd
• Effective Competitive Intelligence: A "How-To" Guide for Life Science Companies
Published Nov 2008 by Kalorama Information
• Mobile Content & Advertising Perspective / Vol. 1, Issue 12
Published Nov 2008 by Pyramid Research
• Mobile Content & Advertising Perspective / Vol. 1, Issue 11
Published Nov 2008 by Pyramid Research
• Mobile Advertising and Marketing, Second Edition
Published Nov 2008 by Berg Insight
• Africa & MiddleEast Market Perspective / Vol. 8, Issue 24
Published Oct 2008 by Pyramid Research
• Snapshots UK Advertising 2008
Published Oct 2008 by Snapdata International Group
|
|
|
|
0 items
