Mobileyouth Workout Nov07

Slide 1: mobileYouth® Trends Workout 2007 Welcome to the mobileYouth® Trends Workout 2007  1

Slide 2: mobileYouth® Trends Workout 2007 Session One : Youth Lifestyle $130bn  2

Slide 3: mobileYouth® Trends Workout 2007 Session One : Youth Lifestyle 51 yrs+  3

Slide 4: mobileYouth® Trends Workout 2007 Session One : Youth Lifestyle Age 10: 100% of lifetime value Age 33: 50% of lifetime value Lifetime spend of average 10 year old: $28 00 Harley strategy  4

Slide 5: mobileYouth® Trends Workout 2007 Session One : Youth Lifestyle “We cannot predict the future We can only predict what customers love” Harry Beckwith  5

Slide 6: mobileYouth® Trends Workout 2007 Session One : Youth Lifestyle Consumer brand advocacy “We are their social network” (Howard Schulz) CEO 4x more profitable  6

Slide 7: mobileYouth® Trends Workout 2007 Session One : Youth Lifestyle From #1 to #7 in 20 yrs From #2 to #1 in 20 yrs  7

Slide 8: mobileYouth® Trends Workout 2007 Panel One : Youth Lifestyle Geoff Goodwin Head of BBC Switch, BBC Marc Goodchild Head of Children’s Interactive, BBCi  8

Slide 9: mobileYouth® Trends Workout 2007 Session Two : Youth & Media On the street videos “Tell us about TV & other media”  9

Slide 10: mobileYouth® Trends Workout 2007 Video Two : Youth & Media  10

Slide 11: mobileYouth® Trends Workout 2007 Session Two : Youth & Media “Only 18% of TV TV is dead! advertising produces positive Long live mobileTV ROI” Myspace Facebook!! Kirby & Marsden 2006.  11

Slide 12: mobileYouth® Trends Workout 2007 Session Two : Youth & Media 7-14yrs 15-24yrs Metrics show that Watch 85% 65% TV TV is still an Listen to 71% 70% music effective tool to reach Hang 68% 65% youth out with friends Circuits of Spend 51% 56% Cool/Digital Playground 2007 online  12

Slide 13: mobileYouth® Trends Workout 2007 Session Two : Youth & Media Pay Attention! (online)  13

Slide 14: mobileYouth® Trends Workout 2007 Session Two : Youth & Media Multitasking is a fact of youth life  14

Slide 15: mobileYouth® Trends Workout 2007 Session Two : Youth & Media 1. Word of Mouth Which media 2. TV influence your 3. Magazines purchasing 4. Internet decisions? 5. Read Article 6. In-store promotion (BG Research 7. Coupons 2006) 8. Email  15

Slide 16: mobileYouth® Trends Workout 2007 Panel Two : Youth & Media Johan WinbladhBroadcasting Corp Mobile Channel Editor, Danish James Davis Head of Mobile, News International Giovanni Maruca Pasa Mustafa Director, Paramount Head of Digital Original Programming, Endemol Head of Digital Original Programming, Endemol  16

Slide 17: mobileYouth® Trends Workout 2007 Session Three : Youth & Brands On the street videos What do you think of these brands?  17

Slide 18: mobileYouth® Trends Workout 2007 Video Three : Youth & Brands  18

Slide 19: mobileYouth® Trends Workout 2007 1320 Session Three : Youth & Brands Buzz?? How can we manufacture us some of that?  19

Slide 20: mobileYouth® Trends Workout 2007 Session Three : Youth & Brands Apple                           60.9 The 5 most Trader Joe’s                57.4 Jet Blue                       46.4 TRUSTED brands In-N-Out Burger          38.8 Ben and Jerry’s           33.6 (Outlaw Consulting 2007) 76% of consumers don’t believe advertisers (Yankelovich 2006).  20

Slide 21: mobileYouth® Trends Workout 2007  21

Slide 22: mobileYouth® Trends Workout 2007 Session Three : Youth & Brands Open house branding? How are we ever going to get that one past our marcomms dept?  22

Slide 23: mobileYouth® Trends Workout 2007 Session Three : Youth & Brands Consumer led innovation? Look what would happen!  23

Slide 24: mobileYouth® Trends Workout 2007 Session Three : Youth & Brands Customer API?  24

Slide 25: mobileYouth® Trends Workout 2007 Panel Three : Youth & Media Mark Linder Global Client Leader, WPP Jonathan MacDonald Head of Sales, Blyk David Murphy Editor, Mobile Marketing Oliver Ripley Magazine Product Manager, Tanla Nick Product Design, Rhodes Director of Central St Martins Ged Carroll Digital Director, Waggener Edstrom  25

Slide 26: mobileYouth® Trends Workout 2007 Session Four : Youth & Operators On the street videos Does your operator understand you?  26

Slide 27: mobileYouth® Trends Workout 2007  27

Slide 28: mobileYouth® Trends Workout 2007 Session Four : Youth & Operators How can operators build a dialogue?  28

Slide 29: mobileYouth® Trends Workout 2007 Panel Four : Youth & Operators Richard Convergence, BT Miller GM, Consumer Derrick Heng Director of Segment Marketing, Singtel  29