BBM and Youth Mobile Behavior

Research Objective
Assess feasibility of introducing new product lines based on BBM targeting youth

Research Scope
Do young people want BBM? Is it a key driver for their choice of mobile operator? What pricing strategies and handset rangers should the operator have to accommodate their needs? Assess financial impact of addressing the youth segment via BBM including usage scenarios based on different levels of customers. Develop profile of BBM users including behavioral types, rationales for usage and competitive positioning for BBM against backdrop of other messaging services.

Client
Retailer

Markets
UK, South Africa, Indonesia

Keywords
BBM, BBM Groups, PINs, Blackberry, RIM, handsets, mobile behavior, Disruptive Divas, girls, trading, sharing, influence, price plans, tariffs, keyboard, form factor, data plans, usage

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