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signuppic-rsz_mobileyouthimg_2868 “Thank you for sharing this, it is one of the most insightful analysis I’ve read recently. Will share it with my colleagues” – Ioana Ban, Market Research Analyst at Vodafone

Can Samsung beat Apple by spending more on advertising?

February 5, 2013 by

Over the last few years, Samsung and Apple have emerged as the two biggest smartphone brands with very different strategies. Samsung has spent big on advertising on its way to capture market share while Apple has invested in its retail stores to build brand advocates around the world.

Is Samsung’s approach working?
A key slide in the mobileYouth 2013 Report compares consumer generated conversation relevant to Apple and Samsung. Volume of conversations around Samsung momentarily surge above Apple related talk when Samsung launches a new ad campaign. After the initial hysteria, Samsung loses its relevance and people stop talking about the brand. Samsung has responded to this with increased ad spending as evidenced by its Super Bowl ad.

But is Samsung’s approach creating customers or fans? Continue reading to find out.

  continue reading...

Why should Samsung focus on youth now?

February 1, 2013 by
Samsung is currently number one in global smartphone market share but their current success obscures a worrying trend. Samsung currently has 40% of the smartphone market, up from 20% in 2011 and well ahead of Apple’s 25%. With the company announcing decelerating demand and analysts suggesting that Samsung has reached a market cap, it’s time ... continue reading...

Youth lead high-end smartphone market but operators need to change to take advantage of this opportunity

January 25, 2013 by
New data suggests that youth are key to driving smartphone sales. 2013 will be the year the number of mobile phones surpasses the number of people on the planet. With more than 7 billion phones in circulation, where will the next mobile operator growth story come from? The answer lies in renewal and, in particular, ... continue reading...

Call me on Facebook? Will Facebook’s Network Effect catch the Mobile Industry out?

January 22, 2013 by
Will Facebook’s Network Effect catch the Mobile Industry out? Facebook will win the mobile battle with operators and handset manufacturers by building a beachhead in the $400 billion youth segment. Is Facebook’s Free Voice Calls the Beginning of the End? New analysis from The 2013 Mobile Youth Report shows that Facebook may disrupt the business ... continue reading...

The mobileYouth Show #30: Why should mobile brands focus on mobile video chat?

December 13, 2012 by
In the 30th episode of The mobileYouth Show, Freddie Benjamin discusses how mobile video is no longer an ‘emerging’ trend but is already making its mark with young smartphone owners. Mobile video is no longer an emerging trend. It is here and a big part of mobile’s future as demonstrated in our research briefing. We ... continue reading...

The mobileYouth Show #29: What do youth want – Ownership vs Access?

December 10, 2012 by
In the 29th episode of The mobileYouth Show, Freddie Benjamin discusses the difference between ownership and access as pereived by youth and which of the two do youth prefer. Zipcar, the world’s #1 car sharing company, released a study that showed 18-34 year olds in the US were growing more and more hesitant to own ... continue reading...

The mobileYouth Show #28: How can brands collaborate with startups to innovate?

December 6, 2012 by
In the 28th episode of The mobileYouth Show, Freddie Benjamin discusses how big brands like Vodafone have partnered with startups to drive innovation. In a previous post, we discussed how brands can implement the collaborative innovation process through hackathons. Hackathons are a great way to not just implement the co-creation process but also go build ... continue reading...

The mobileYouth Show #27: How can brands use hackathons to innovate?

December 5, 2012 by
In the 27th episode of The mobileYouth Show, Freddie Benjamin discusses how mobile brands can implement hackathons as part of their innovation process. The idea of innovation as a process as introduced in a previous post. Hackathons are the perfect platform for mobile brands who want to involve youth in the innovation process. Brands like ... continue reading...

15 brands that will define mobile in 2013

November 30, 2012 by
Retail, social media, payments, shopping, messengers, video are some of the  trends that will impact the mobile industry in 2013. How will the trends affect handset brands, operator brands and mobile app developers? This briefing is a collection of 15 case studies on how leading mobile & non-mobile brands are innovating and marketing their products, ... continue reading...

The mobileYouth Show #26: How can mobile brands market to ethnic youth?

November 29, 2012 by
In the 26th episode of The mobileYouth Show, Freddie Benjamin discusses how mobile brands should approach marketing when reaching out to ethnic youth. Ethnic youth will drive the growth of youth populations in advanced markets of US, UK and Western Europe. It is not only the size of the ethnic youth market, but also their ... continue reading...
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