Not “killer applications” it seems (whatever they are anyway), or even web2.0.
Feedback from the mobileYouth workout in London 2007 provided some interesting insights into the mind of the young consumer today:
1) Forget technology for a minute, customer service is your best youth marketing strategy. At the top of the list, youth want customer service. They want to be respected as loyal customers to your network and not treated in deference to the net adds which operators still chase. Challenge is that any CEO worth their salt is going to face an uphill battle convincing his shareholders that money should be invested in what is traditionally seen as a cost-centre as opposed to immediate top line generation through new subscribers.
New market entrants like Blyk are investing heavily in customer service. Each subscriber receives a personal call from the team following sign up, or on their birthday. Great idea, but “doth it scaleth unto heaven?”. Best of luck to them, if only on the basis that they realize in a market obsessed with Web2.0 navel gazing, we sometimes forget the power of common things done uncommonly well.
Check out the videos for more insight
2) Mobile operators aren’t Nokia. You only have to look at how youth perceive the brands of mobile operators in comparison to, say Nokia, to understand that operator brands aren’t occupying a leadership position. Most young consumers appear to adopt an attitude of either indifference or animosity, neither bodes well.
Part of the branding challenge for networks is the fact that in attempting to operate under a brand that promises to be “everything to everybody”, across the widest volume of consumers, they inevitably fail to be “something to somebody”. As Seth Godin explains in “The Dip”, number 1 in the market gets the cream, number 2 gets to lick the bowl. Operator brand positioning with young consumers is generally lucky to get sloppy seconds.
Positive stories do, however, abound. There are good service providers out there. Check out the videos to see some of the reviews of Irish operator Meteor and how they treat students, “brilliant!” one enthusiastic youth exclaimed. “All my friends are now on Meteor” she effused. Looking at the site you can see why (like Nokia) they have a strong brand identity with youth – clarity of offering, no confused messages here.
More insights from the Workout to follow…
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