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Consumer Trends and Mobile Services in Emerging Markets Antti Pirjetä Mobile Phone Services antti.pirjeta@nokia.com

Global FCC Trends 2011: Cult of Youth

Global Financially Constrained Consumer Trends 2011

Power of the Crowd

Consumers’ social circles are expanding. The growth of internet access, social networking and digital collectives have all empowered FCCs to work together in new ways to help themselves and their communities.

Company Confidential. ©2010 Nokia

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Global FCC Trends 2011: Cult of Youth

Overview of Trend Behaviours

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1. Group Buying

FCCs are wielding their collective power to negotiate better shopping deals, products and as well as leisure experiences .A desire for optimal value is being married with a more traditional collective consumption experience.

2. Next Level Entrepreneurialism

In the absence of official financing schemes FCCs are using collective finances for running businesses, but increasingly also for social good.

3. Collective Search for Transparency

FCCs are finding a collective voice for greater transparency. Leading edge FCCs are using the internet to launch grass root movements, to encourage new ways of interacting with governments and to empower other FCC citizens to form their own groups.

Company Confidential. ©2010 Nokia

Global FCC Trends 2011: Cult of Youth

Global Financially Constrained Consumer Trends 2011

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Cult of Youth

Young Financially Constrained Consumers’ (FCCs) deep understanding of the modern world is elevating their status and level of influence in their communities. There is a digital divide between generations.

Company Confidential. ©2010 Nokia

Global FCC Trends 2011: Cult of Youth

Overview of Trend Behaviours

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1. Gatekeepers to Technology

FCC youth is acting as a portal to the digital world for older FCCs and for their communities in general. A digital divide persists along old-young lines.

2. Youth as Figure Heads

Young people are becoming more proactive in their communities. They are playing a greater role in politics and in steering communities and taking roles as community leaders.

3. Investing in our Future

There is a growing focus and positivity regarding young people and their emerging role within FCC communities. Young people are becoming communities’ greatest assets, leading to greater efforts to invest in their futures.

4. Desire to be Younger

Older FCCs are looking to emulate youthful qualities and values . Older FCCs are now adopting activities that are typically associated with people in their teens, early 20s or pre-family.

Global FCC Trends 2011: Cult of Youth

Global Financially Constrained Consumer Trends 2011

Insider Entertainment

Financially Constrained Consumers (FCCs) are taking advantage of the increased availability of tools for creating and sharing content to make and consume entertainment that is “for us, by us”.

Trend Summary image (Thea will help to find these images)

Company Confidential. ©2011 Nokia

Global FCC Trends 2011: Cult of Youth

Overview of Trend Behaviours

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1. The Daily Us

Social networking sites are followed as highly personalised daily papers spanning family, friends and community activities: a digital newspaper of me and us – a true entertainment channel.

2. Putting It Out There

FCCs are using digital media and user generated content to ‘put themselves out there’ on the web.

3. Entertainment for Social Good

FCCs create and use localised entertainment channels for social good and tackling community issues. Radio is becoming a powerful force amongst FCCs, spreading community consciousness of issues and pride in local identity.

Company Confidential. ©2011 Nokia

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Nokia Life Tools

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Nokia Life Tools engages with a Multidimensional Ecosystem

Knowledge Partners Accreditors Sponsors

Brands Dev Agencies Information Sources Editorial Desks

75 KNOWLEDGE PARTNERS, 18 LANGUAGES, 4 COUNTRIES

CREDIBILITY EXPERTISE TRUST FUNDING

18 Operators across 4 Countries

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Information & Knowledge Sources

NAMIN

Online Sources

Secondary Information

Networks

Regional Experts Panels

Editorial Desk

Analysts

Identify & fill up

Information Gaps

Validation & Advice

Generation

Hyper-local, Profile based,

Messages

Information Aggregation

Knowledge Editorial Desk

Personalization Information Enrichment, Processing & Validation Delivery

Nokia Life Tools co-creates meaningful content with Knowledge Partners

Knowledge Partners

• Over 75 Partnerships bring credible local knowledge & information

• They achieve organization mandate for wider outreach

• Generating hyper-local, personalized, timely & relevant information in 16 languages across 4 countries

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Increasing Consumer Engagement with Social Elements and Interactivity

Ask an Expert

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Parenting Advice on Hand Washing Example of Combining Service and Branded Messages

Service Messages Branded Messages Parenting Advice

LIFE TOOLS HOME

Did you know that Indonesia is on the way to achieving 2/3 reduction in child deaths by 2015? Basic hygiene helps the country to achieve these goals. Visit your nearest doctor to learn more about good hygiene practices. Source: Sygma

Parenting Advice

SHARE

Courtesy: Lifebuoy Having trouble getting your child to wash their hands? Make it a fun event! Sing songs like "Di sini senang, di sana senang" and soon, your child will have this fun habit as a part of his everyday routine.

Parenting Advice

CALL HANDYSMART

Courtesy: Lifebuoy Cultivating a habit of bathing daily, brushing teeth twice a day and washing hands with Lifebuoy whenever the child uses the toilet and before and after meals helps your child grow fit and healthy.

Parenting Advice

LIFE TOOLS HOME

Remember, kids coming back from school or playground bring back not just hungry tummies, but also lot of harmful germs that cause diarrhea. Cultivate good hygiene habits at a young age to have a healthy kid at home. Source: Sygma

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Inform. Empower. Involve.