mobileYouth Asia LIVE: Context Marketing for Mobile Companies

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DOWNLOAD CHARTS HTTP://WWW.MOBILEYOUTHREPORT.COM

mobileYouth Asia LIVE!Episode#9

July 4, 2011

Context Marketingfor Mobile Companies

Ghani Kunto

Host:

FLICKR: BURIN ASAVESNA

http://www.mobileyouthreport.com/


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FLICKR: EPSOS.DE

There’s a science tocontrolling customer experience



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FLICKR: EPSOS.DE

LOOK AT ME!

There’s a science tocontrolling customer experience

LOOK AT ME!

LOOK AT ME!

… or is there?



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FLICKR: IMLS DCC



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FLICKR: IMLS DCC

CONTROLLABLE



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CONTROLLABLE?



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Can Mobile Operators Control WhatREALLY Matters?



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Impact on young customer’s decision

Deg

ree

of c

ontr

ol




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Deg

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Deg

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Network coverage

Price




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Deg

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of c

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Network coverage

AvailableApps &

Handsets

Price




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Deg

ree

of c

ontr

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Network coverage

AvailableApps &

Handsets Customer Service

Price




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Deg

ree

of c

ontr

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Network coverage

AvailableApps &

Handsets Customer Service

Price

Peer Reinforcement & Recommendation




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How aboutMobile Handset Companies?



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16.4 months before renewing

a primary handset



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Upgrade PathBy then,

57%already know which phone brand they will buy next



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CONTEXT

content



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CONTEXT

content content



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CONTEXT

content content content



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CONTEXT

content content content content



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content

CONTEXT




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content

CONTEXT




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content

CONTEXT




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content

CONTEXT




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content

CONTEXT




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content

CONTEXT


content



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content

CONTEXT


content

content



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FLICKR: OFFICIAL STAR WARS BLOG

This is Content



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FLICKR: OFFICIAL STAR WARS BLOG

This is Context



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FLICKR: SARVODAYA SRI LANKA

This isContent



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FLICKR: FUTUREATLAS.COM

This isContext



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FLICKR: BURIN ASAVESNA

“Values design”“creative”

“the finer things in life”

CONTEXT



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CONTEXT

“Big Boy’s Toys”“walk my own path”



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“symbol of arrival”“active social life”

CONTEXT



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FLICKR: TOCHISFLICKR:PAMFORSTER

BEAC

HH

EAD

STeenagePirates

CashlessInnovators

DisruptiveDivas

Who are yourBeachheads?



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FLICKR: TOCHISFLICKR:PAMFORSTER

BEAC

HH

EAD

STeenagePirates

CashlessInnovators

DisruptiveDivas

AndWhat is Your

ContextTo Them?



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mobileYouth Asia LIVE: Context Marketing for Mobile Companies