Mobile Youth - Mobile Services

Table of Contents

1. How is the mobile industry failing youth?

• 1.1 The mobile industry is not creating services that youth want
  • Case Study 1: How MMS failed to replicate the success of SMS
    • Figure 1.1.2 MMS predicted vs actual revenues 2002-2006
  • Case Study 2: The Low Uptake of 3G Services in the UK
    • Figure 1.1.3 3G Uptake by UK Youth by 2003
  • Case Study 3: How Vodafone Japan Lost its Share of the Japanese mobileYouth market
    • Figure 1.1.4 Youth attachment to J-Phone: Before and After Vodafone rebranding
  • Case Study: Social networking sites: MySpace and Bebo
    • Figure 1.1.5 Growth in Social Networking Sites
• 1.2 Network operators are not giving youth reasons to remain loyal, meaning young people are constantly switching operator
  • Figure 1.2.1 Churn Reduction and Customer Retention: Overview of a Major Industry Challenge
  • Figure 1.2.2 Youth Churn and Lost Revenues

2. Why is the mobile industry failing youth?

• 2.1 The mobile industry' s use of language limits how it sees the value of the consumer
  • Figure 2.1.1 The mobile industry sees itself as the sum of multiple value chains
  • Figure 2.1.2 The Operator Brand Relevance Curve
• 2.2 The industry creates products with technological features but few social benefits
  • Figure 2.2.1 The Feature/Benefit Matrix
• 2.3 New mobile products and services are not strong enough competitors for youth time and money
  • Figure 2.3.1 "Media snacks" vs social tools
  • Figure 2.3.2 Popular youth products and services are supported by social drivers
  • Figure 2.3.3 Popular mobile services and their underlying social drivers

3. Recommendations

• 3.1 Build a mutually beneficial relationship with youth as consumers, not as passive "end users"
  • Figure 3.1.1 How Loyalty Schemes Foster Repeat Custom and Boost Market Share (Tesco)
• 3.2 Make your mobile services more effective competitors for limited youth time and spend
  • Figure 3.2.1 A youth benefit matrix for mobile TV
• 3.3 Develop services which center on social benefits  not technological features
  • Figure 3.3.1 Successful products use technology to build upon existing youth behavior
  • Figure 3.3.2 Existing youth behaviors and how mobile technology can enhance them
  • Figure 3.3.3 The Value of Experimentation: How SMS Still Dominates Youth Data Revenues
  • Figure 3.3.4 Creating strategic partnerships which put the youth consumer first

References