>I don't believe it's a matter of repositioning an already successful
>consumer strategy. In fact, given sufficient corporate bandwidth at
>J-P/VF, they will maintain the youth target for the near-term -- it's
>just too much of a cash cow to let go.
Every middle aged exec has a pair of NIKE sneakers... But where did they
come from ?
Targeting the youth market is essential for translating to the corporate.
A lot of European operators will maintain a heavy youth subscriber base
not because of the potential revenues (which are much lower) but because
they are investing in future customers and future R&D. JPhone will gain
a wealth of experience from maintaining a young early-adopter user base
who have little precognition of what email or internet should or will be -
Case in point - Nike sneakers - it's a classic case of youth
culture/technology
being bastardised by the corporate market. Now every middle aged exec has a
pair.
The culture borne out of constant evolution within the youth market provides
a
fertile R&D ground for the current "adult population".
Furthermore, these customers will inevitably be the corporates of tomorrow.
Take a look at banks and how they market to the youth & student market -
they
will expend money in the form of offers, cash giveaways etc in order to
entice
a long term customer.
http://www.mobileyouth.org
Mobiles + Youth + Marketing
Graham Brown
Received on Mon Feb 4 11:18:02 2002