Publication Date: July 2009

Contents

Introduction

Executive summary

• Meeting the challenge of innovating for the digital generation

Defining the Digital Generation

Part 1: The Customer Participation Framework

• A Framework for Future Service and Product Development
• The changing role of communications
• Current Telco practices in innovation
• Customer-centricity vs Telco-centricity
• The participation imperative - a break from the past
• The Customer Participation Framework
• How participation adds value
• The economics of participation
• Case Study: Economics of participation: Blyk
• From evaluation through to product benchmarking
• The Participation Framework and two-sided business model in practice: The case of Tencent QQ
• Developing a customer participation strategy: lessons from Buongiorno!

Part 2: Understanding the Digital Generation

• Kids & Communication
• The changing contours of childhood
• The new “Indoors” world of children
• Escaping the indoors
• Defying participation – parental control as a driving force: the case of Mo1
• The myth of the digital whiz-kid
• Digital differences: Age, gender & nation
• Evolving patterns of use with age
• Gender differences... and similarities
• Case Study: gender and age differences: Cartoon Doll Emporium
• National variations
• Participation & two-sided business models: Mobagetown in Japan
• Making technology their own
• New media and peer culture
• Participation and peer-group monetisation in practice: The case of MapleStory
• Participation ignored: The case of Puppyred
• Gaming
• Case Study: Gaming and peer-group monetisation: MapleStory
• Identity construction and statement making
• Participation as a core driver without a two-sided business model: the case of Facebook

Table of Exhibits

• Chart 1: Customer Participation Framework
• Chart 2: Population and Internet usage breakdown by age
• Chart 3: Proportion of segment online in 2008
• Chart 4 : Proportion of internet users, 2005 & 2008
• Chart 5: Percentage of age group undertaking online activities
• Chart 6: One Web 2.0 does not fit all – Social networking appeal
• Chart 7: Facebook users by age, January 2009
• Chart 8: 55+ Age Group Segmentation
• Chart 9: I am therefore I call .................. I text therefore I am
• Chart 10: Telco-centric vs. Customer-centric
• Chart 11: T-Mobile’s ‘Life’s for Sharing’ campaign
• Chart 12: User evaluation framework for products and services
• Chart 13: Customer costs and benefits from SMS
• Chart 14: Customer Participation Framework
• Chart 15: Mapping User behaviour to Telco assets
• Chart 16: Some ‘best practice’ apps and services examples
• Chart 17: SMS2.0 - Social User Messaging Service (SUMS)
• Chart 18: Building momentum: The flywheel
• Chart 19: Telco platform benefits from end user participation
• Chart 20: Blyk’s two-sided business model
• Chart 21: Blyk reports an enviable response rate
• Chart 22: Typical conversion rates of digital media advertising
• Chart 23: A 3-wave campaign modelled
• Chart 24: Breakdown of Blyk’s operational economics
• Chart 25: Potential Customer Participation Framework Scorecard
• Chart 26: Overview of Framework in product lifecycle
• Chart 27: Monetizing participation – Business Model options
• Chart 28: QQ Screenshot
• Chart 29: Tencent financials, Q1 2009
• Chart 30: Buongiorno’s Orange World Games Store
• Chart 31: O2 Extras – Results
• Chart 32: O2 Top Up Surprises – Pricing Options
• Chart 33: Buongiorno Revenue (€ Millions)
• Chart 34: Living through digital technologies
• Chart 35: Fan sites understand their market
• Chart 36: Parents’ fears drive children indoors, not technology
• Chart 37: Meeting her friends
• Chart 38: Homework or Facebook?
• Chart 39: Learning social skills, perhaps
• Chart 40: Parents have less visibility than they think
• Chart 41: Just wait until he leaves the room
• Chart 42: Sharing or interfering?
• Chart 43: The child as “uber-geek”
• Chart 44: The Customer Participation Framework captures the needs of childhood new generation of users
• Chart 45: Not a yuppie
• Chart 46: Generational terminology
• Chart 47: Expanding use of digital technology (mobile, pc)
• Chart 48: Inter-generational differences are blurring
• Chart 49: Technology adoption is genetic: You get it from your kids
• Chart 50: Gender variation of use of digital technology
• Chart 51: Cartoon Doll Emporium and the Customer Participation Framework
• Chart 52: Youth culture is globalised
• Chart 53: LiveJournal and Xanga