Home > Market Research > Mobile Markets > mobileYouth® 2008
What’s in this document?
1. Overview
2. Report 1. Youth charging models "how to make your youth market turn a profit"
3. Report 2. Youth marketing, advertising & search "how to start and maintain the dialogue with young consumers"
4. Report 3. Youth and Mobile Web2.0 Services "how to create profitable youth content"
5. Client testimonials
Report Overview
From Apple to Xerox
We’ve been covering nearly 60 countries now since the project’s inception in 2001. Every year mobileYouth® 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 McDonald’s to Adidas to Apple to the European Commission.
mobileYouth® is both a study of the universe of young people and a guide to better develop and market products for these consumers.
Points of change typically revolve around:
• Building proactive dialogue with consumers rather than “listening”
• 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”
Client Testimonials
“We use Mobile youth extensively within International Marketing at T-Mobile as it is a consumer centric comprehensive report that effectively describes the desires, motivations and behaviours of this complex consumer segment to mobile as part of their overall lifestyle…[issues are] debated throughout a report offering valuable insights backed by robust quantitative analysis.”
Tony Kypreos, International Vice President, T-Mobile
“The report gives us some unique insights into youth.”
Harry Prabandham, Global Alliances Manager, Motorola Inc.
“We found the report very informative and have used the extensive data supplied”
Tobias Freudenberg, Product Strategy Manager, AOL Deutschland
“An excellent report! One that we have used again and again.”
Dusan Hamlin, Director, Carat International
“mobileYouth has been very helpful in the development of Vodafone’s approach to delivery of content in a responsible manner”
Caroline Dewing, Communications Manager, Vodafone
“We have found the report to be an invaluable source of data and statistics that we have used again and again.”
Matt Champion, Brand Advertising Director, Mediacom
“We used the report to help us understand what products we should be focussing on in our youth offering.”
Nicolas Droulat, Senior Analyst, Bouygues Telecom
“A thoroughly informative and enjoyable read. I was particularly impressed with the deconstruction of perceptions of youth and fashion - very insightful - and the presentation of data is very accessible too.”
Daniel Bevis, Knowledge & Intranet Administrator, Leo Burnett
“We bought 30 reports when working on that project and mobileYouth was the best of the lot”
Avery Dennison
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Table of Contents
Report One Summary
Youth Charging Models
"how to make your youth market turn a profit"
1. Economics of young mobile consumers
2. Pricing and consumer profiling
3. Subsidized models
4. Flat rate plans
5. The economics of "free"
6. Advertising sponsored models
7. Youth spending patterns
8. MVNO & operator pricing plans
9. Pricing plan benchmarking
10. Spending on mobile services, data, and content.
11. Operator data models - case studies
12. Price sensitivity for mobile data services
Table of Contents
1. Economics of young mobile consumers
1.1 Economics of young mobile consumers
1.1.1 Youth spending patterns
1.1.2 Comparison of youth spending patterns with other demographics
1.1.3 Geographical comparisons of youth spending patterns in mobile
1.1.4 Key trends in youth consumer economics
1.1.5 Developing the business case for young consumers
2. Pricing and Affordability
1.2 How does pricing differ with consumer profiling?
1.2.1 3 key consumer profiles and pricing points for mobile services
1.2.2 Geographical comparisons of charging models for youth
1.2.3 Operator case studies
1.2.4 What are the optimum pricing levels for mobile services and mobile content?
1.2.5 Should operators differentiate charging between on and off portal content?
3. Charging models for young consumers
1.3 How can we provide affordable mobile services for youth?
1.3.1 Analysis of mobile pricing plans for young consumers
1.3.2 Analysis of flat rate models
1.3.3 How can operators maximize the returns on a flat rate charging model?
1.3.4 Analysis of "free" or subsidized charging models
1.3.5 Do "free" mobile services present a threat to established paid services?
1.3.6 How can mobile providers profit from "free" business models?
1.3.7 Key trends in charging models for youth
1.3.8 Business case comparisons of charging models
Report Two Summary
Youth Marketing, Advertising & Search
"how to start and maintain a dialogue with young consumers"
1. Mobile marketing
2. Mobile advertising
3. Advertising & social Networks
4. Advertising & games
5. Advertising & search
6. Mobile search
7. Content & service discovery
8. mobileYouth consumer influence
9. Consumer advocacy
10. "Word of Mouth" marketing
11. Brand perception
12. Brand loyalty
Questions Answered
1. How can planners measure the effectiveness of mobile marketing campaigns?
2. Are mobile games and other content effective media to reach young consumers?
3. How can brands use mobile web 2.0 services while at the same time limit the potential damage when the marketing goes wrong?
4. What are the best practises for implementing mobile within a cross-media marketing campaign?
5. What role does mobile play in the marketing mix?
6. To what extent is mobile important in word-of-mouth based marketing campaigns?
7. What role do Google, Yahoo and MSN have in the mobile world?
8. Who should mobile companies be partnering with in the advertising and marketing world to stay competitive?
9. Should mobile providers adopt a specific marketing strategy in engaging students?
10. How can brands use mobile and youth consumer advocacy to spread awareness?
Report Three Summary
Youth and Mobile Web2.0 Services
"how to create profitable youth content"
1. Social networking services
2. Web 2.0 for mobile
3. Insights & trends
4. Web 2.0 games
6. File sharing & content
7. Drivers of Web 2.0
8. Brands & Web 2.0
9. Case studies
10. Niche implementations for ethnic groupings
11. Niche implementations for lifestyles
12. Niche implementations by gender
Questions Answered
1. What content portfolios should mobile operators support to encourage mobile data usage by young consumers?
2. How can brands use web2.0 and mobile to engage young consumers?
3. Is there a demand for lifestyle, ethnic or gender specific mobile services?
4. Should brand use mobile web2.0 in isolation or part of a wider marketing mix?
5. How are mobile web 2.0 services impacting the following sectors: games, music, print, TV?
6. Which upcoming web2.0 trends should we look out for?
For full details, please email keithw@cmsinfo.com
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