Sony Ericsson has a large beachhead community in Indonesia which it has yet to tap. Who are Sony Ericsson beachheads? How does Sony Ericsson handsets fit into their lives? What can Sony Ericsson do to activate them for word-of-mouth advocacy marketing? Get the presentation to find answers to these questions. http://www.mobileyouthreport.com/reclaimed

1. Sony Ericsson: Reclaiming Indonesia FLICKR: PAL BERGE

2. The story so farThe first handset owned by an Indonesian was either a Nokia or a Sony Ericsson. Among Indonesian youth, Sony Ericsson was a strong #2 behind Nokia, until BlackBerry and Apple changed the game. Sony Ericsson‘s line of camera and music phones is a source of strength, a social-enabler for the company’s beachheads. FLICKR: MROACH

3. Beachheads … are the most influential customer segment that Sony Ericsson needs to serve if it aims to conquer the mainstream market. Sony Ericsson beachheads are male users in the 20-24 age group. They perceive handsets as an affordable evolution of their favorite childhood toy. It is a medium to reclaim and share a space for fun, adventure, and exploration with their friends. FLICKR: ILQUOQUO

4. What’s next?Sony Ericsson can be the market leader in one of the largest youth markets in the world: Indonesia..It needs to tap into the massive latent potential of its beachheads. They are driven by a need to reclaim a space for discovering their identities through ‘play.’ .Enable the beachheads to reclaim their space, and the beachheads will help Sony Ericsson claim the market. FLICKR: WARREN ROHNER

5. Key questions for Sony Ericsson Indonesia How can you identify your beachheads from the rest of customers? How can you facilitate play and discovery among your beachheads? How can you help your beachheads reclaim the social space they have lost?

6. How Beachheads Work Sell to the Sold. Focus on the 10% of the market that will influence the 90% Influence(Earned Media) Customers Marketing Focus

7. Beachheads make brands profitable Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits SMART INDEX 60% BlackBerry Apple Samsung Sony Ericsson Motorola CHANGE IN SHARE OF MARKET PROFIT -60% 60% Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a % share. For example, Apple’s SMART index recommendation score for youth has increased nearly 50% while its share of total markets has increased nearly 50% Nokia Source: mobileYouth 2011 -60%

8. Find out more about your beachheads BRAND HEAT MAPS BRAND RANKINGS BRAND BEACHHEADS A CROSS CULTURE STUDY ON THE EFFECTIVENESS OF BRAND BEACHHEADS AND HOW THEY AFFECT FUTURE PROFIT FOR MOBILE BRANDS LIKE BLACKBERRY, NOKIA, APPLE, SONY ERICSSON, SAMSUNG & MOTOROLA HTTP://WWW.MOBILEYOUTHREPORT.COM