New Presentation to Download (download link here)
Following on from our Young Ideas Salon in Mumbai and the launch of the mobileYouth report 2010 here are some cool stats for the Indian Mobile Youth Market contained in a downloadable presentation.
We already established last week that by 2010, India would become the world’s largest mobile youth market based on activations. The challenge for mobile and agencies alike is managing the growth.
India still relies heavily on Product Model led strategies in a growing youth environment amenable to Service Model marketing. Product Model volume driven marketing continues to dominate for two reasons:
1) Fear of Change in a society where graduates are bred to administer business rather than break eggshells
2) Hype (e.g. Indian youth love mobile ads) that perpetuates the belief that medium is still the message
Despite this there is change happening at the grass roots level and almost always driven by the young. We covered a review of Samyak Chakrabarty’s student transmitter network in Delhi and Mumbai last quarter highlighting the growing interest in marketing with as opposed to marketing to.
India’s challenge is one of managing churn – i.e. the lack of brand loyalty. Companies are geared towards net additions that compel marketing towards dilution and irrelevance. India’s future brands will be not the ones who hold “Brand Equity” – a concept that even in India will be defunct within a decade – but those that hold relevance through deepening as opposed to broadening their relationships.
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