Viral & Tribal Patterns in Multicast Marketing
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The market position of the Operators Te l ep Se ho Pr rvi ny ov ce ide rs
t e rn e e t vic rs n I r de e S vi o r P
Local loop
Roaming
Change of Relations
From Individual through Micro-Social to Macro-social
Jacob’s Adaptive Needs for Technology Pyramid
Toys Tools for Joy and Satisfaction Attributes to save Labour, Time, Costs, Cheats Tasks you can’t do so Good, Safe and/or Careful without the tools To relieve Distress or Extremity To use in case of Emergency
Rare Profits in the Market •
Samsung Electronics had a profitrecord in Q1 of +58% 19/4/2002 AMSTERDAM–Samsung Electronics
had a profit in Q1/2002 of 58%, thanks to the sale of smart mobile devices with a usercentric multicoloured display. The devices are developed with more memory, a better CPU-performance and high battery-power. Consumers slow to take up new GPRS technology By Robert Budden, Telecommunications correspondent Published: April 18 2002 21:03
Consumers are turning their backs on new mobile phone technology, according Carphone Warehouse, the UK's largest mobile retailer.
•Technology change: there are more and more better, cheaper, smarter ICT tools and applications. •Cultural change: American, Spanish and French languages & cultures are leading the world. •Demografic & Gender change: less direct relation between customer’s gender, age, classes, culture, residence, and the (character of the) product. •Economic change: anti global, no logo, no hypes, lesser trends, irregular ‘cool hunting’ inside tribes
Less traditions • More seniors, less juniors and kids. • Old, wild and sexy (barometer of the youth); Youth don’t like to be copied by adults. • Young and Old lifestyle exposure is freely changing; from macho to emo culture. • Separation between public and private life.
• acquisition of customers • branding • franchise chain loyalty For the public Wireless is more than Mobile; WiFi (wLAN) is very suitable for Public Meeting places; BT, Sonera, ST are following the Starbucks Free internet initiative. Next step is free VoIP-phonecall.
Stay in your customers world
SMS use will go down, when it stays expensive
boize vs grrrrrlz
HeY GaMeR GRRRRRRRLz! It is here that you can join the webring exclusively for GurLiEz that play Video Gamez! REQUIREMENTS: Must Be Female, Must Play Video Games. THATS IT! Now JOIN!!!!!!!!! Join The Ring
B
UK
USA
EI
D
D USA
NL
UK
P
C
UK
USA
The position of Multimedia Webcasting
Imaginary (Trends) Sympathizers invisibility
Observers or Reality watchers
Participants
How many ‘Multi’s’ do the customer like?
visibility
Institutions (Associations
Adherents Sects & Places) or Devotees
Occasions (Gatherings)
Practitioners Everyday Life Day2day Practices)
Cova Tribe model
Viral & Tribal Patterns in Multicast Marketing Survivor (Expeditie Robinson) Pop Stars Who wants to be a millionaire? Big Brother The Bar The Car The Duel Big Diet Solidarity
Viral & Tribal Patterns in Multicast Marketing Naam: Naam: SILLYGIRL Voornaam: Voornaam: sylvia s'drecht Mobile: 069-600069-600 E-mail: sillygirl@ sillygirl@shootpage. shootpage.nl Kleur haar: haar:rood Kleur ogen: ogen:bruin Lengte:172 Lengte:172 Geslacht:v Geslacht:v Geboortedatum: Geboortedatum: 1985-08-09 Shirtmaat:M Shirtmaat:M Beroep: Beroep:verkoopster Opleiding: Opleiding:mavo 4 Hobby 1:flirten 1:flirten Hobby 2:zingen 2:zingen Hobby 3:dansen 3:dansen Sport 1:fitness Sport 2:streetdance 2:streetdance Sport 3:skaten 3:skaten Ik geef geld uit aan beltegoed+ beltegoed+kleding ea
My homepage
Ik hou van mijn familie, familie, beste vriendin en.... Had ik maar meer lef... lef... Ik heb een hekel aan players!!!!!!!!! Mijn tv station is TMF,MTV,veronica,fox8,ne t5,sbs6 enz... enz... Mijn idool is mijn moeder Als ik later groot ben dan voel ik me nog groter dan nu Mijn favoriete kleur: kleur: camel,darkrood camel,darkrood,,zwart,brui zwart,brui n Mijn favoriete stad: stad: rotterdam, rotterdam,maar in dord kom je. je. Mijn favoriete land: spanje, spanje,egypte, egypte,bosnië Mijn favoriete huisdier: huisdier: hond, hond, hagedis Mijn favoriete drank: spatje, fanta tje,likeurtjes!!, likeurtjes!!,fanta Mijn favoriete eten: eten: ustipac( ustipac(spreek: spreek:oestiepak) oestiepak) Mijn favoriete film: the hurricane,green mile Mijn favoriete filmster: filmster: jij!! jij!! Mijn favoriete muziek: muziek: r&b/rap,soul en rock Mijn favoriete artiest: anouk,r. kelly,2pac,DC ,2pac,DC anouk,r.kelly
Viral & Tribal Patterns in Multicast Marketing
Viral & Tribal Patterns in Multicast Marketing
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Genders
Aight - Alright Alo - Hello Asian - Agent Batty - bottom Batty boyz - Gays Batty Milk - Asses milk Bangin - talking Bedebynow - Greeting Me Boyz - my mates Big Up - Well done/cheers bitch - women Boka - The sound it makes when you kill someone. Boyakasha! - er boyakasha!? Boh - Greeting Bone - have sexual intercourse Bruvers - coloured people
Do boys only like sport & sex?
Cartoons Sport Clips
Do girls only like chatting and learning?
8-14 jr.
10-15 jr.
http://www.cosmogirl.com/exclusively/
Colors and Communication
Kleuren bepalen de doelgroep
Multicast and Multimode is the basement of Sony’s Spiderman -
News bulletins, photo's, video’s, web cast, TV-program's, CD’s, cards, comics, T-shirts, games, gambling, stickers, gifts, magazines, sweepstakes, cross-selling-items, etc.
W84me, I’m the next generation
W84me, i am the new generation
W84m, i am the new generation
Mobile Entertainment Growing without new features The bottleneck is the terminal, not the lack of MMS or i-mode, neither the bandwidth of GSM !
Multi-chain from content to user
13th June, 2002: M-files about Mobile services on Next Generation Networks
Copyrights: Jacob van Kokswijk & Telecommagazine
13th June, 2002: M-files about Mobile services on Next Generation Networks
[email protected] / www.kokswijk.nl
