Totally Mobile Presented to Women In Telecom

1. Totally Mobile Presented to Women In Telecom

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

3. 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%)

4. 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 13-17 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

5. 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

6. 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

7. 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

8. 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