Totally Mobile Presented to Women In Telecom

Session Overview: How totally mobile are they? Cracking the Code: Mobile marketing to youth The Tethered Generation Q&A

How Totally Mobile Are They? Parents said that nearly half of 12- and 13-year-olds would have a mobile phone by the end of 2007 While a third of those ages 10 to 11 would get their own mobile phones 75 percent of U.S. 17-year-olds own a cell phone Only 17 percent of teens use their phone for “voice only” Cell phones are U.S. teens’ number one choice for: –arranging to meet with friends (36%) –having quick conversations (29%), –contacting a friend when bored (25%) –inviting people to a party or event (22%)

How Totally Mobile Are They? 25 percent of high school students said they would pay $500 for an iPhone 36.7 percent of U.S. teens are creating mobile content –38.7 percent sent a text message –19.9 percent of teens sent a photo via cell phone –9 percent purchased a ringtone –6.3 percent sent a video message –7.3 percent used mobile instant messenger –3.5 percent downloaded a mobile game –3 percent purchased a screensaver or wallpaper Sources: PiperJaffray, M:Metrics October 2006

Cracking the Code: Mobile Marketing to Youth Be relevant –Make mobile one part of a larger campaign (Nancy Drew) –Create partnerships to offer content teens love (Amp’d & Boost) –Offer something of value. A way to get cool downloads, coupons, etc. Then let them opt in to get it. (Coldplay UK bluetooth campaign) Be social –Develop services centered on social benefits vs. technology for technology’s sake (for example: SMS enhances traditional youth behaviors of interacting with peers, flirting and joking) Be personal –It’s how teens express themselves. Let them personalize, accessorize and customize as much as possible. Sources: Wireless World Forum Mobile Youth 2006

Getting It Right: Virgin Mobile RE*Generation Virgin committed to a cause: youth homelessness and had support from Richard Branson on down Partnered with two amazing non-profits, Stand Up For Kids and Youth Noise Created a pro-social marketing campaign that lets teens do something positive with their phones. Both encourages activism and promotes Virgin brand. Combines music downloads, user generated design contest for a phone charm and a text message novella about youth homelessness

The “Tethered Generation” “There used to be a moment in the life of an urban child, usually between the ages of 12 and 14, when there was a first time to navigate the city alone. It was a rite of passage that communicated, "You are on your own and responsible. If you feel frightened, you have to experience these feelings." The cell phone tether buffers this moment; with the parents on tap, children think differently about themselves.” – Sherry Turkle Sources: Forbes Magazine

The “Tethered Generation” Tethered to parents Tethered to peers Causing conflict around cell phones at school Text messaging in the middle of the night Another tool that can be used in cyberbullying Most parents buying cellphones for kids and tweens out of safety concerns – how young is too young? Sources: PiperJaffray, M:Metrics October 2006