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MOTOROLA: RECLAIMING INDONESIA

FLICKR: HONOU

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THE STORY SO FARMotorola had given Nokia a run for its money with the RAZR flip phones. However, in the last five years it has not been able to repeat that success with new handsets.The opening of social currency left by RAZR has been filled by BlackBerry and BBM in recent times. Fortunately for Motorola, its most passionate users remain true to the brand though not visible & vocal.

FLICKR: GABRIEL ALVES

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BEACHHEADS … are the most influential customer segment that

Motorola needs to serve if it aims to conquer the

mainstream market. Motorola beachheads are

male users in the 20-24 age group. They perceive

handsets as an affordable evolution of their favorite

childhood toy. It is a medium to reclaim and

share a space for fun, adventure, and exploration

with their friends. FLICKR: ILQUOQUO

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WHAT’S NEXT?Motorola is competing against Sony Ericsson to gain the attention of the 20-24 year old male Indonesian youth.

Its beachheads have gone mute due to lack of social currency from the brand. They are driven by a need to reclaim a social space for discovering their identities through ‘play.’

Motorola needs to give its beachheads a playground to explore themselves. FLICKR: JESSICA MERZ

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KEY QUESTIONS FOR MOTOROLA INDONESIA

How can you re-awaken your beachhead community to advocate the brand again?

How can you facilitate play and discovery among your beachheads?

How can you provide social space for your beachhead to explore their identities?

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HOW BEACHHEADS WORK

Customers

Marketing Focus

Influence(Earned Media)

Sell to the Sold. Focus on the 10% of the market that will influence the 90%

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BEACHHEADS MAKE BRANDS PROFITABLE

AppleBlackBerry

Samsung

MotorolaSony Ericsson

Nokia

CHANGE IN SHARE OF MARKET

PROFIT

SMART INDEX

60%-60%

60%

-60%

Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a % share. For example, Apple’s SMART index recommendation score for youth has increased nearly 50% while its share of total markets has increased nearly 50%

Source: mobileYouth 2011

Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits

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FIND OUT MORE ABOUT YOUR BEACHHEADS

BRAND HEAT MAPS BRAND RANKINGS BRAND BEACHHEADS

A CROSS CULTURE STUDY ON THE EFFECTIVENESS OF BRAND BEACHHEADS AND HOW THEY AFFECT FUTURE PROFIT FOR MOBILE BRANDS LIKE

BLACKBERRY, NOKIA, APPLE, SONY ERICSSON, SAMSUNG & MOTOROLAHTTP://WWW.MOBILEYOUTHREPORT.COM