Who this report is designed for:
Companies:
Mobile Operators, MVNOs, Mobile Content Providers and Aggregators, Mobile Handset manufacturers, Mobile regulators
People:
Marketing, Customer insight, CSR, Corporate Governance, Public Relations, product development, Portal Management, Content development.
What is this report about?
Although the mobile phone industry has made leaps in ?putting the customer first? there remains a number of customer groups whose needs remain bypassed. One such group comprises parents. Despite being a major influence on their child?s mobile behaviour, few mobile companies develop ?parent friendly products?. This report analyses the major concerns of parents and looks at how, if at all, mobile companies are addressing them. ?Parent Friendly Mobile Services? provides three major challenges the industry needs to meet and offers solutions for how the industry can move forward.
Why was this report written?
A number of news stories have emerged internationally expressing concern over youth ownership of mobile phones, specifically over the use of premium SMS
and fear of crime or bullying. Many in the industry have placed the blame at the feet of the content providers
and mobile operators
but should this necessarily be the case? Who should take responsibility? And how?
Relevant Data
- Youth Ownership of
mobile phones (38 territories globally)
- Youth Mobile penetration (38 territories globally)
- Youth Mobile spending per head (38 territories globally)
- Parental influence: do you buy your phone for your child? 4 territories, 5-14 and 15-24
- Parental Influence: number of new subscribers 4 territories, parent buys, youth buys
Features
- Page length: 38pp
- Full colour
- Structured around business issues
- Youth mobile purchasing data
- Mobile youth penetration
- Description of main parental concerns
- Analysis of current industry approach
Benefits
- Understand why the current industry model for dealing with parent concerns is flawed.
- Understand what parental concerns are.
- How to establish Policy partnerships
- How to establish parent-friendly product development
- How to establish partner control policies
- How to build a unified approach to solving parental concerns
Although the mobile phone industry has made leaps in 'putting the customer first' there remains a number of customer groups whose needs remain bypassed. One such group comprises parents. 