Slides from Day 2

1. Workout 2008 London 2 May 2008

2. The 3 Biggest Challenges We Face In marketing to Youth The 3 Biggest Challenges

3. Key Marketing Insights Displace More on music? Youth spend 8x more on mobile phones as they do on music

4. Key Marketing Insights Lose out UK Youth now spend up to 12% of their income on mobile

5. Youth spending on chocolates fell for the first time in 50 years in 2003 Key Marketing Insights Relevance

6. Smoking by teenagers declined in 2003 and 2004, the first time in a decade Key Marketing Insights Also Us?

8. What happens when you sell features? ► Levis sold 50% of the world’s jeans in 1986 ► Levi’s focused on feature led innovation – being “the best” or “the original” ► Not about being “good” but being “relevant”. Nike & Levis How to?

9. Attention Connect with the social drivers

10. 2) Charging - Monetizing the segment that won’t pay The 3 Biggest Challenges Chg = Mktg?

11. Pricing = Marketing? R adiohead’s experiment with next generation charging models was a success – netting between $9m and $20m in revenues without setting a fixed price. Long Term

12. Giving it away to make $ T he Daily Mail & Prince’s joint promotion netted the artist an approximate $18.8m in concert revenues through giving away the album for free (a loss of $4.6m) Trust

13. 3) Trust - The foundation of dialogue The 3 Biggest Challenges Benefits of

14. Application Trust Means Consumers Listen & Forgive

15. Marketing to Youth led by Mark Linder, WPP * Rhys McLachlan, Mediacom * Helen Keegan, Beep Marketing * Ed Homes, Haygarth 1000 PANEL SESSION 1

16. Personalization & Avatars Tal Dagan, Comverse 1100 KEYNOTE PRESENTATION

17. Moderating Youth Communities Dominic Sparkes, Tempero 1120 CASE STUDY 2

18. 1130 PANEL DISCUSSION 2 Web 2.0 & Social Networks led by Ged Carroll, Waggener Edstrom * Sunil Gunderia, Disney * Dominic Sparkes, Tempero * Tal Dagan, Comverse * Jeff Taylor, 3

19. 1205 On the Street Video MOST FEATURED KEYWORDS

21. 1400 PANEL DISCUSSION 3 Profiling Youth Consumers led by Nick Wiggin, KnowHow * Jack Wallington, IAB * Matthew Snyder, ADO Strategies * David Murphy, Mobile Mktg Magazine * Mo Firozabadian, Buongiorno

22. 1450 CASE STUDY 3 Youth Entertainment by Louis Ford, Tanla Mobile

23. 1500 CASE STUDY 4 Infotainment driving ARPU By Colin Campbell, Handmark

24. 1510 PANEL DISCUSSION 4 Youth Entertainment led by Monty Munford, Monty’s Gaming Outlook * Marc Humphrey, SonyBMG * Gunnar Larsen, RealNetworks * Amelia Gammon, Universal * Neal Holroyd, Orange * Richard Morris, Player X * Louis Ford, Tanla Mobile

25. 1610 CASE STUDY 5 Safeguarding Young Consumers By Simeon Coney, Adaptive Mobile

26. 1620 FINAL PANEL House Motion: My Operator Looks After Me led by Graham Brown, mobileYouth * Raimund Schmolze, T-Mobile * Glyn Povah, O2 * Damien Saunders, Vodafone * Students from Huron University

27. THANK YOU! We Hope You Had a Great Day www.mobileYouth.org