Youth Role in India Development

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Mobile Youth Trends India Report 2010

The Mobile Youth Trends India Report 2010
Table of Contents
Published May 2010

The Mobile Youth Trends India 2010 Report provides marketing and product managers and overview of both the quantitative and qualitative state of play with young mobile customers (aged 5-29). With both key market ownership statistics (from ARPU by age to churn rates) and behavioural patterns analyzed, we aim to help you better understand market direction and motivators. Produced with our local Indian research partner and based on 10 years of global mobile youth research methodologies practises across 65 markets. www.mobileyouth.org • phone: 44 (0) 207 386 3635 • Josh.Dhaliwal@mobileYouth.org

Mobile Youth Trends India Report 2010

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”

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From Apple to Zain We’ve been covering 65 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.

www.mobileyouth.org • phone: 44 (0) 207 386 3635 • Josh.Dhaliwal@mobileYouth.org

Mobile Youth Trends India Report 2010

www.mobileyouth.org • phone: 44 (0) 207 386 3635 • Josh.Dhaliwal@mobileYouth.org

Mobile Youth Trends India Report 2010

4 Key Youth Trends

Key Trend #1 Growth & Saturation • • • • • • • • • • • Youth mobile ownership India Infographic India joins The Big 5 Youth mobile markets Mobile user profile 1 Handset device share Mobile youth revenues Multiple mobile account ownership in India Mobile user profile 2 Youth Metro Affluent vs. Youth Rural Emergent forecast growth Indian villages and Rural Emergents Rural Emergent Mobile Youth User Profile What influences Rural Emergents?

Key Trend #2 Mobile Number Portability Accelerates Churn Key Trend #3 Youth Rural Emergents

www.mobileyouth.org • phone: 44 (0) 207 386 3635 • Josh.Dhaliwal@mobileYouth.org

Mobile Youth Trends India Report 2010

Key Trend #4 The Rise of Mobile Internet • • VAS breakdown of services Mobile Social Networking by City

Customer Profiles

www.mobileyouth.org • phone: 44 (0) 207 386 3635 • Josh.Dhaliwal@mobileYouth.org

Mobile Youth Trends India Report 2010

Action Plan

•What are the key action points for mobile companies in India?

Appendix Data Tables
1. Youth population by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 2. Youth mobile ownership by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 3. Youth mobile penetration by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 4. Youth mobile churn rates by age group 5-9, 10-14, 15-18, 19-24 and 25-29 years, 2006 to 2010 5. Youth Average spend on mobile 2006 to 2010 6. Mobile spend on data and voice calls split by age...
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