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Table of Contents

Market Study
Published: July 2009
Pages: 156
Tables: For full details, please email keithw@cmsinfo.com
From: GBP 995.00  Buy Now!
Research from: Wireless World Forum
Sector: Mobile Markets

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

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. It’s 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

We’ve been covering nearly 60 countries now since the project’s 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 McDonald’s to Adidas to Apple to the European Commission. It doesn’t 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. T-Mobile. Turkcell. Verizon Wireless. Virgin Mobile. Vodafone. Walt Disney Internet Group. Walt Disney Television. WPP. WIND . Zain

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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