[2013 Report 4] How can mobile handset brands win the hearts & minds of customers?

mobileYouth

Overview

With the launch of a new line of Nokia Lumia smartphones, CEO Steven Elop confidently announced that the Lumia’s superior camera, GPS technology and design would win the hearts and minds of customers. What we have found is that winning the hearts and minds of customers has less to do with product features and more to do with emotional appeal of the brand. Clever advertising stunts like Samsung’s attack on Apple Fanboys also fail to win the hearts and minds of customers. This briefing explores the following key questions relevant to mobile handset customers:

1. What does it mean to win the hearts & minds of mobile handset customers?
2. What role does recommendation play in winning the hearts and minds of customers?
3. How can brands provide a positive experience to generate recommendation?
4. How can brands measure the hearts & minds of its young customers?

Format

25 pages PDF. You will receive an email with a link to download the file upon purchase.

1.   Cover
2.   Licensing and Copyrights
3.   In this briefing
4.   Executive summary
5.   Global smartphone market share figures reveal Samsung as #1in the industry
6.   Section1. What does it mean to win the hearts & minds of mobile handset customers?
7.   Global smartphone market share figures reveal Samsung as #1in the industry
8.   Market shares are ineffective metrics to measure success in the mobile handset industry
9.   Profit shares reveal Apple’s dominance of the global smartphone market
10. Apple has the hearts & minds of customers because of its strong emotional appeal
11. Section 2. What role does recommendation play in winning the hearts and minds of customers?
12. Brands cannot win the hearts & minds of customers using paid media tactics
13. Advertising does more damage than good to customer perception of the brand/product
14. Peer recommendation drives mobile handset purchase
15. Section 3. How can brands provide a positive experience to generate recommendation?
16. Fans recommend brands to their peers
17. Good experience with the brand leads to recommendation from young Fans
18. Good experience with handset depends on device quality and customer service, not price and features
19. Mobile customers want simple benefits like longer battery life, not a more technical camera
20. Good experience with handset depends on device quality and customer service, not price and features
21. Section 4. How can brands measure the hearts & minds of its young customers?
22. High NPS score correlates with customer intention to repurchase the same handset brand
23. Brands can identify their active Fans by age and gender
24. Net Promoter System helps brands measure and identify their active Fans
25. Build a Net Promoter System aligning corporate stakeholders to one common goal: Nurture Fans