2. Report 1
The 15 Brands that define 2013
1. Which trends will shape mobile in
2013?
2. How will these trends affect handset
brands, operator brands and mobile app
developers?
3. Which non-mobile brands are
transforming industry business models?
23 slides
PDF Format
3. Report 2
The Mobile Youth Economy
The mobileYouth Economy reveals how
global mobile youth market is changing,
new revenue opportunities for mobile
brands and role of youth in the future of
mobile.
24 slides
PDF Format
4. Report 3
Youth and Handset Brands
1. Direct or indirect: which approach is
most effective with youth?
2. Frontline or campaign: which works for
handset brands?
3. What is the role of social media and
retail in a brand’s youth strategy?
4. Why is youth a priority?
25 slides
PDF Format
5. Report 4
Win Hearts and Minds
1. What does it mean to win the hearts &
minds of mobile handset customers?
2. What role does recommendation play in
winning hearts and minds?
3. How can brands provide a positive
experience to generate recommendation?
4. How can brands measure engagement?
25 slides
PDF Format
6. Report 5
Price and Purchase Decisions
1. What factors do youth consider when
making a handset purchase decision?
2. What affects youth handset brand
loyalty - price or features or experience?
3. When does price become a factor in
youth handset purchase decision?
4. How can marketing drive loyalty?
24 slides
PDF Format
7. Report 6
Handsets and Women
1. What is the Pink Phone Syndrome?
2. What is the role of gender in purchase
decisions and what influences women?
3. How can marketing avoid stereotypical
gender differences to focus on women?
4. How can mobile brands successfully
involve women in the marketing process?
30 slides
PDF Format
8. Report 7
Handsets and Teens
1. What is the Pink Phone Syndrome?
2. What is the role of gender in purchase
decisions and what influences women?
3. How can marketing avoid stereotypical
gender differences to focus on women?
4. How can mobile brands successfully
involve women in the marketing process?
24 slides
PDF Format
9. Report 8
Handsets and Ethnic Youth
1. How big is the ethnic youth market?
2. Why are ethnic youth the most active
users?
3. How should mobile brands market to
ethnic youth?
4. How can brands co-create with ethnic
early adopters through hackathons?
30 slides
PDF Format
10. Report 9
Samsung vs Apple
1. Why is youth perception of Samsung
Galaxy smartphones different from
Apple’s iPhone?
2. How can Samsung challenge Apple?
3. Which demographic should Samsung
focus on to nurture its Fan community?
4. How can Samsung involve its Fans?
25 slides
PDF Format
11. Report 10
HTC, Motorola and Sony
1. What should handset brands focus on?
Product mix or customer segments?
2. Which factor drives youth handset
purchase and how can brands measure it?
3. What success metric links marketing to
profits and can be used to track progress
made by handset brands?
21 slides
PDF Format
12. Report 11
Youth and Mobile Operators
1. Why should mobile operators focus on
the youth market?
2. How can mobile operators increase
youth customer acquisition and retention?
3. What trends in messaging, gaming,
shopping, social media & video chat are
relevant to operators?
27 slides
PDF Format
13. Report 12
Youth, Sub-brands & MVNOs
1. Why is youth perception of Samsung
Galaxy smartphones different from
Apple’s iPhone?
2. How can Samsung challenge Apple?
3. Which demographic should Samsung
focus on to nurture its Fan community?
4. How can Samsung involve its Fans?
12 slides
PDF Format
14. Report 13
Youth and Prepaid
1. Why should mobile operators focus on
prepaid offerings?
2. Why do youth prefer prepaid over
postpaid offerings?
3. What are the differences, if any,
between young prepaid and postpaid
customers?
18 slides
PDF Format
15. Report 14
Youth and P2P Customer Service
1. Why should mobile operators focus on
customer service?
2. What are the benefits of peer-to-peer
customer service for mobile operators?
3. How can mobile operators tap support
communities to co-create products and
marketing?
18 slides
PDF Format
16. Report 15
Youth and Word of Mouth
1. What are the implications of market
saturation on youth acquisition?
2. How young customers have evolved to
render paid media tools irrelevant?
3. Why retention is the new acquisition
strategy for mobile operators?
22 slides
PDF Format
17. Report 16
Youth, Pricing and Loyalty
We review each of the following mobile
operator strategies and assess how they
impact loyalty, particularly for young
mobile customers:
1. price discounting
2. handset range
3. customer service
16 slides
PDF Format
18. Report 17
Youth and Mobile Music
1. Why should operators consider music in
targeting the youth market?
2. What are the revenue opportunities for
operators from mobile music?
3. What are youth music need gaps and
how can mobile operators address them?
21 slides
PDF Format
19. Report 18
Youth and Mobile Messaging
1. How big a threat are mobile messenger
apps to operator SMS revenues?
2. Which youth demographic is driving the
growth of mobile messenger apps?
3. What do youth want from mobile
messenger apps?
23 slides
PDF Format
20. Report 19
Teens and Instagram
This briefing covers three main points:
1. Teens: the loud minority
2. Instagram offers blank canvas for teen
social behaviors
3. Instagram offers the discretion once
afforded by Facebook
13 slides
PDF Format
21. Report 20
Youth and Mobile Shopping
1. How can retailers and mobile providers
make mobile shopping appeal to youth?
2. What exactly do youth want from the
social aspect of mobile apps?
3. How and why do youth engage in
mobile shopping/purchase?
10 slides
PDF Format
22. Report 21
Youth and Mobile Payments
1. How big is the mobile payment market
and how do they vary across regions?
2. What is the role of youth in the future
of mobile payments?
3. What is preventing mass adoption of
mobile payment services in advanced
markets?
28 slides
PDF Format
23. Report 22
Youth and Social Media
1. What should brands talk about on social
media to generate conversations?
2. How can brands use social media to
connect youth with each other?
3. How can brands generate positive
reviews from youth on social media?
27 slides
PDF Format
24. Report 23
Youth and Mobile Video
1. What is the mobile video growth story?
2. Why is mobile video growing faster
than other devices?
3. What mobile video services are most
popular among youth?
4. Are youth replacing voice with video
chat?
39 slides
PDF Format
25. Report 24
Youth and Brand Fans
1. What is a Fan?
2. What are the key characteristics of a
Fan?
3. How can brands measure the impact of
a Fan?
4. Do all brands have Fans?
16 slides
PDF Format
26. Report 25
Youth and Retail
1. Why are youth key to driving retail
growth?
2. What is the role of word of mouth in a
brand’s retail strategy?
3. How can brands turn retail space into a
social space for youth customers?
29 slides
PDF Format
27. Report 26
Youth and Co-Creation
1. Why should brands involve youth in
their marketing & product development?
2. How can brands involve youth in their
marketing & product development?
3. How can mobile brands leverage
campaigns & contests to engage youth?
-- slides
PDF Format