From owner-doc-jp@jp.FreeBSD.org Thu Apr 17 23:22:46 2003
Received: (from daemon@localhost)
	by castle.jp.FreeBSD.org (8.11.6p2+3.4W/8.11.3) id h3HEMkX09511;
	Thu, 17 Apr 2003 23:22:46 +0900 (JST)
	(envelope-from owner-doc-jp@jp.FreeBSD.org)
Received: from tungsten.btinternet.com (tungsten.btinternet.com [194.73.73.81])
	by castle.jp.FreeBSD.org (8.11.6p2+3.4W/8.11.3) with ESMTP/inet id h3HEMgY09505
	for <doc-jp@jp.freebsd.org>; Thu, 17 Apr 2003 23:22:43 +0900 (JST)
	(envelope-from karl@cmstoday.com)
Received: from host217-39-155-23.in-addr.btopenworld.com ([217.39.155.23] helo=KarlSteph)
	by tungsten.btinternet.com with esmtp (Exim 3.22 #23)
	id 196A4k-0000ib-00; Thu, 17 Apr 2003 15:09:19 +0100
From: "Karl Whitfield" <karl@cmstoday.com>
To: <info@telecomsintelligence.com>
Message-ID: <00b201c2e98f$eb071420$0300a8c0@KarlSteph>
MIME-Version: 1.0
Content-Type: multipart/alternative;
	boundary="----=_NextPart_000_0491_01C304F3.51A8D910"
X-Priority: 3 (Normal)
X-MSMail-Priority: Normal
X-Mailer: Microsoft Outlook, Build 10.0.4510
X-OriginalArrivalTime: 17 Mar 2003 09:02:08.0484 (UTC) FILETIME=[E3A34240:01C2EC63]
Importance: Normal
X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2800.1106
Reply-To: doc-jp@jp.FreeBSD.org
Precedence: list
Date: Thu, 17 Apr 2003 15:09:11 +0100
X-Sequence: doc-jp 10739
Subject: [doc-jp 10739] mobileYouth 2003 - Brand New Market Report.
Sender: owner-doc-jp@jp.FreeBSD.org
X-Originator: karl@cmstoday.com
X-Distribute: distribute version 2.1 (Alpha) patchlevel 24e+030405

This is a multi-part message in MIME format.

------=_NextPart_000_0491_01C304F3.51A8D910
Content-Type: text/plain;
	charset="iso-8859-1"
Content-Transfer-Encoding: quoted-printable

NOW available - brand new report for 2003, mobileYouth 2003 is all new =
and
follows on from the best selling report of 2002, mobileYouth 2002.
=20
FULL Table of Contents and Sample Pages can be found below or at =20
http://www.telecomsintelligence.com/newreps.html=20
=20
Table of Contents
=20
Executive Summary
=20
1. Introduction
=20
2. The Youth Market
=20

2.1 Definition of the Youth market
2.2 Size of market

Figure 2.2.1. Total Youth Population in Key 20 Markets
Figure 2.2.2 Comparison of Youth Population by Country in 2003
Figure 2.2.3 Youth Population as a % of Total Population by Country 2003
Figure 2.2.4 Number of Youth as a % of Total Population 2003-2006

2.3 Increasing wealth
2.4 Leisure spend

3. Excess Society

3.1 Excess of choice
3.2 Active decision making
3.3 Discriminating consumers
3.4 Filtering products
3.5 The consumer bottleneck
Figure 3.5.1 The consumer bottleneck

4. Five Key Drivers

4.1 The Drivers
4.2 The Drivers are constant
4.3 The 5 key Drivers
4.3.1 Status
4.3.2 Emancipation
4.3.3 Communication
4.3.4 Peer Group Reinforcement
4.3.5 Defining Self Identity
4.4 Drivers are building blocks
4.5 Functionality of Drivers
Figure 4.5.1 Fun v Functionality

5. Age Groups

5.1 Age has a significant impact on Drivers
5.2 Age affects buying decisions both quantitatively and qualitatively
5.3 Youth is not homogenous
5.4 Distinct psychological changes
5.5 The five stages of Youth
5.5.1 The Child
5.5.2 The Tweenie
5.5.3 The Early Teen
5.5.4 The Late Teen
5.5.5 The Young Adult
5.6 Drivers as a function of age group
Figure 5.6.1 Drivers as a function of age group
5.7 The importance of segmenting the Youth market

=20

6. Buying Groups

6.1 Drivers as a function of Buying Groups
6.2 Five Buying Groups
Figure 6.2.1 Distribution of Youth Buying Groups
6.3 Buying Groups and their attitude to buying products
6.3.1 Explorers
6.3.2 Opportunists
6.3.3 Realists
6.3.4 Conformists
6.3.5 Plodders
6.4 The Buying Groups in Marketing

7. Product Availability

7.1 Product Value as a function of Availability
7.2 The Exclusivity Effect
Figure 7.2.1 Status
7.3 Communication and Metcalfe=92s Law
Figure 7.3.1 Communication
7.4 Peer Group Reinforcement and the Assimilation Effect
Figure 7.4.1 Peer Group Reinforcement
7.5 Product maturation and Defining Self Identity
Figure 7.5.1 Defining Self Identity
7.6 The "Trickle-down" effect and Emancipation
Figure 7.6.1 Emancipation
7.7 Product consideration

8. Methodology

8.1 Determining market size and value
8.1.1 Why will Youth buy my product?
8.1.2 How does my product compare with other Youth-focused products?
8.1.3 Who will buy my product?
Figure 8.1.3.1 Pie and Slice
8.1.4 How large is "The Pie"?
8.1.5 How big is "My Slice"?
8.2 Interaction of Drivers and Product Value at market level

9. Snowboarding

9.1 A case study

9.2 History
Figure 9.2.1 Snowboarding Adoption Curve
9.2.1 Early adopters experimenting
9.2.2 Opportunists seek to exploit the snowboard
9.2.3 Mass market acceptance
9.3 Extrapolating historical evidence

10. The Adoption Curve

10.1 The Product Adoption Curve
10.1.1 Using the Curve to analyse mobile markets
10.2 There are four stages in the Adoption Curve
Figure 10.2.1 The Adoption Curve
10.2.1 Stage One: Experimentation
10.2.2 Stage Two: Exploitation
10.2.3 Stage Three: Accommodation
10.2.4 Stage Four: Assimilation
10.3 The Adoption Curve in forecasting
Figure 10.3.1 The Adoption Curve

=20
=20
11. Text Messaging

11.1 Reasons for inclusion
11.2 Technical Overview
11.3 Market Overview
11.3.1 Text Messaging was never designed as a youth product
11.3.2 New applications for text platforms
11.4 Four significant landmarks enabling adoption
11.5 Text Messaging statistics

Figure 11.5.1 Total Youth Spend on Text Messaging by Region 2003-2006
Figure 11.5.2 % Youth Leisure Spend on Text Messaging by Region =
2003-2006
Figure 11.5.3 Comparative Regional Spend on Text Messaging in 2003
Figure 11.5.4 Comparative Regional Spend on Text Messaging in 2006

11.6 Product Value of Text Messaging
11.6.1 Communication
11.6.2 Peer Group Reinforcement
11.6.3 Emancipation
11.7 Who do these Product Values appeal to?
11.8 How does Text Messaging compare with the competition?
11.8.1 Ease of use
11.8.2 In control
11.8.3 Naturally mobile
11.8.4 Economics
11.9 Text Messaging Adoption
11.9.1 Experimentation
11.9.2 Exploitation
11.9.3 Accommodation
11.9.4 Assimilation
11.10 Issues
11.10.1 Competition from email
11.10.2 Limited functionality
11.10.3 Interoperability in North America
11.10.4 Free Text Messaging

12. Multimedia Messaging

12.1 Reasons for inclusion
12.2 Technical Overview
12.3 Market Overview
12.3.1 Multimedia Messaging as an evolution of Text Messaging
12.3.2 Industry commitment to Multimedia Messaging
12.4 Four significant landmarks enabling adoption
12.5 Multimedia Messaging statistics

Figure 12.5.1 Total Youth Spend on Multimedia Messaging by Region =
2003-2006
Figure 12.5.2 % Youth Leisure Spend on Multimedia Messaging by Region
2003-2006
Figure 12.5.3 Comparative Regional Spend on Multimedia Messaging in 2003
Figure 12.5.4 Comparative Regional Spend on Multimedia Messaging in 2006

12.6 Product Value of Multimedia Messaging
12.6.1 Status
12.6.2 Communication
12.6.3 Peer Group Reinforcement
12.7 Who do these Product Values appeal to?
12.8 How does Multimedia Messaging compare with the competition?
12.8.1 Convenience
12.8.2 Expressive
12.8.3 Naturally mobile
12.8.4 Economics
12.9 Multimedia Messaging Adoption
12.9.1 Experimentation
12.9.2 Exploitation
12.9.3 Accommodation
12.9.4 Assimilation
12.10 Issues
12.10.1 Competition from email and Text Messaging
12.10.2 Competition from traditional media
12.10.3 Camera phone usage does not equal Multimedia Messaging use
12.10.4 WAP
12.10.5 Interoperability

13. Mobile Java Gaming

13.1 Reasons for inclusion
13.2 Technical Overview
13.3 Market Overview
13.3.1 Immature market
13.3.2 Widely promoted
13.3.3 Extensive back catalogue
13.4 Three significant landmarks enabling adoption
13.5 Mobile Java Games statistics

Figure 13.5.1 Total Youth Spend on Mobile Java Games by Region 2003-2006
Figure 13.5.2 % Youth Leisure Spend on Mobile Java Games by Region =
2003-2006
Figure 13.5.3 Comparative Regional Spend on Mobile Java Games in 2003
Figure 13.5.4 Comparative Regional Spend on Mobile Java Games in 2006

13.6 Product Value of Mobile Java Games
13.6.1 Defining Self Identity
13.6.2 Status
13.6.3 Peer Group Reinforcement, Communication
13.7 Who do these Product Values appeal to?
13.8 How does Mobile Java Games compare with the competition?
13.8.1 Mobile
13.8.2 Whole Product
13.8.3 Existing back catalogue of content
13.8.4 Economics of interactivity
13.9 Mobile Java Games Adoption
13.9.1 Experimentation
13.9.2 Exploitation
13.9.3 Accommodation
13.9.4 Assimilation
13.10 Issues
13.10.1 The Nostalgia Premium
13.10.2 Competition from consoles
13.10.3 Competing technologies
13.10.4 Microsoft SmartphoneTM

13.10.5 Handset Compatibility
13.10.6 Limited device functionality
13.10.7 Payment and download

14. Ringtones

14.1 Reasons for inclusion
14.2 Technical Overview
14.3 Market Overview
14.3.1 A mature industry
14.3.2 Polyphonic market
14.4 Three significant landmarks enabling adoption
14.5 Ringtones statistics
Figure 14.5.1 Total Youth Spend on Ringtones by Region 2003-2006
Figure 14.5.2 % Youth Leisure Spend on Ringtones by Region 2003-2006
Figure 14.5.3 Comparative Regional Spend on Ringtones in 2003
Figure 14.5.4 Comparative Regional Spend on Ringtones in 2006
14.6 Product Value of Ringtones
14.6.1 Status
14.6.2 Peer Group Reinforcement
14.6.3 Defining Self Identity
14.7 Who do these Product Values appeal to?
14.8 How does Ringtones compare with the competition?
14.8.1 Audio
14.8.2 Extensive content base
14.9 Ringtones Adoption
14.9.1 Experimentation
14.9.2 Exploitation
14.9.3 Accommodation
14.9.4 Assimilation
14.10 Issues
14.10.1 Low barriers to entry for providers
14.10.2 Free content
14.10.3 MP3
14.10.4 Polyphonic handsets not widely available in youth market
14.10.5 Payment and delivery

Conclusions
=20
15. Understanding the Industry

15.1 Issues
15.1.1 The Value Chain
15.1.2 The Mobile Pyramid
Figure 15.1.2 The Mobile Pyramid
15.1.3 The "End User"
15.1.4 Technology-centric
15.1.5 Marketing features first
15.1.6 "Faster=3Dbetter"?
15.1.7 Industry bubbles
15.2 Resolutions
15.2.1 Moving from the Pyramid Model
15.2.2 The Value Network
Figure 15.2.2 The Value Network Model

16. Understanding the Consumer

16.1 Issues
16.1.1 Field of Dreams =96 "build it and they will come"
16.1.2 Myth of the passive consumer
16.2 Resolutions
16.2.1 Mapping Product Value onto consumer drivers
16.2.2 Exploiting the Value Network

17. Understanding the Market

17.1 Issues
17.1.1 Myth of the "homogenous Youth"
17.1.2 Chasing trends
17.1.3 Early Adopter spikes
17.1.4 The absence of single growth line

17.1.5 Mass market is a different market
17.1.6 Putting it all down to price
17.2 Resolutions
17.2.1 Intelligent Segmentation
17.2.2 Making the brand fir the segment
17.2.3 Volume or Value?

18. Positioning the Product

18.1 Issues
18.1.1 Actual Product Value
18.1.2 Desired vs. Actual behaviour
18.2 Resolutions
18.2.1 Focusing on direct and indirect competition
18.2.2 Finite supply of time and money
18.2.3 The Basket of Goods
18.2.4 Four levels of competition
Figure 18.2.4 the Four Levels of Competition
18.2.5 Focusing on Relative Value
18.2.6 Displacing the competition

19. Value of the Brand

19.1 Issues
19.1.1 Assumptions in translating the brand to mobile
19.1.2 Difficulties in translating brand value
19.1.3 The Brand bubble
19.2 Resolutions
19.2.1 Brands that reinforce product value

20. Communicating with Youth

20.1 Issues
20.1.1 Communication marketing
20.1.2 Seduced by technology
20.1.3 The mobile hotline to Youth
20.1.4 "One-to-one" marketing
20.1.5 One-way marketing
20.1.6 ROI on mobile marketing
20.1.7 Opt-in
20.2 Resolutions
20.2.1 What is the desired end result?
20.2.2 How much value does mobile marketing of your product add to the =
Youth
consumer
20.2.3 Increasing the long term value equilibrium
Figure 20.2.3 Increasing the long term value equilibrium
20.2.4 Blurring the boundaries between Product and Youth
Figure 20.2.4 Marketing "Ying-Yang"
20.2.5 Coming in from their side
20.2.6 Acceptance in the peer group

21. Product Development

21.1 Issues
21.1.1 Cyclical development
21.2 Resolutions
21.2.1 Targeting the user
21.2.2 Whole product strategies
21.2.3 Within parameters of experience
21.2.4 Calculating all cost

21.2.5 Zero cost of entry
21.2.6 Progressing the product
21.2.7 The Value Iceberg
Figure 21.2.7 the Value Iceberg
21.2.8 Externalising product development
21.2.9 Identifying who will benefit product development
21.2.10 Youth partnership pay-backs
21.2.11 Utilising 3rd parties

22. Statistics

Figure 22.1 Asia Pacific
Figure 22.1.1 Asia Pacific Total Youth Spend on Text Messaging 2003-2006
Figure 22.1.2 Asia Pacific % of Youth Leisure Spend on Text Messaging
2003-2006
Figure 22.1.3 Asia Pacific Total Youth Spend on Other Mobile Products
Figure 22.1.4 Asia Pacific % of Youth Leisure Spend on Other Mobile =
Products
Figure 22.2 Europe
Figure 22.2.1 Europe Total Youth Spend on Text Messaging 2003-2006
Figure 22.2.2 Europe % of Youth Leisure Spend on Text Messaging =
2003-2006
Figure 22.2.3 Europe Total Youth Spend on Other Mobile Products
Figure 22.2.4 Europe % of Youth Leisure Spend on Other Mobile Products
Figure 22.3 North America
Figure 22.3.1 North America Total Youth Spend on Text Messaging =
2003-2006
Figure 22.3.2 North America % of Youth Leisure Spend on Text Messaging
2003-2006
Figure 22.3.3 North America Total Youth Spend on Other Mobile Products
Figure 22.3.4 North America % of Youth Leisure Spend on Other Mobile
Products
Figure 22.4 Statistics by Country
Figure 22.4.1 Australia Total Youth Population by Age Group (millions)
2000-2006
Figure 22.4.2 Australia Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.4.3 Australia Mobile Ownership by Age
Figure 22.4.4 Australia Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.5.1 Belgium Total Youth Population by Age Group (millions)
2000-2006
Figure 22.5.2 Belgium Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.5.3 Belgium Mobile Ownership by Age
Figure 22.5.4 Belgium Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.6.1 Canada Total Youth Population by Age Group (millions)
2000-2006
Figure 22.6.2 Canada Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.6.3 Canada Mobile Ownership by Age
Figure 22.6.4 Canada Total Spending on Leisure Products by Mobile Owning
Youth 2000-2006
Figure 22.7.1 Denmark Total Youth Population by Age Group (millions)
2000-2006
Figure 22.7.2 Denmark Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.7.3 Denmark Mobile Ownership by Age
Figure 22.7.4 Denmark Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.8.1 Finland Total Youth Population by Age Group (millions)
2000-2006
Figure 22.8.2 Finland Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.8.3 Finland Mobile Ownership by Age
Figure 22.8.4 Finland Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.9.1 France Total Youth Population by Age Group (millions)
2000-2006
Figure 22.9.2 France Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.9.3 France Mobile Ownership by Age
Figure 22.9.4 France Total Spending on Leisure Products by Mobile Owning
Youth 2000-2006
Figure 22.10.1 Germany Total Youth Population by Age Group (millions)
2000-2006
Figure 22.10.2 Germany Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.10.3 Germany Mobile Ownership by Age
Figure 22.10.4 Germany Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.11.1 Hong Kong Total Youth Population by Age Group (millions)
2000-2006
Figure 22.11.2 Hong Kong Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.11.3 Hong Kong Mobile Ownership by Age
Figure 22.11.4 Hong Kong Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.12.1 Ireland Total Youth Population by Age Group (millions)
2000-2006
Figure 22.12.2 Ireland Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.12.3 Ireland Mobile Ownership by Age
Figure 22.12.4 Ireland Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.13.1 Italy Total Youth Population by Age Group (millions)
2000-2006
Figure 22.13.2 Italy Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.13.3 Italy Mobile Ownership by Age
Figure 22.13.4 Italy Total Spending on Leisure Products by Mobile Owning
Youth 2000-2006
Figure 22.14.1 Japan Total Youth Population by Age Group (millions)
2000-2006
Figure 22.14.2 Japan Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.14.3 Japan Mobile Ownership by Age
Figure 22.14.4 Japan Total Spending on Leisure Products by Mobile Owning
Youth 2000-2006
Figure 22.15.1 Netherlands Total Youth Population by Age Group =
(millions)
2000-2006
Figure 22.15.2 Netherlands Mobile Penetration by Age Group (in % of =
total)
2000-2006
Figure 22.15.3 Netherlands Mobile Ownership by Age
Figure 22.15.4 Netherlands Total Spending on Leisure Products by Mobile
Owning Youth 2000-2006
Figure 22.16.1 Portugal Total Youth Population by Age Group (millions)
2000-2006
Figure 22.16.2 Portugal Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.16.3 Portugal Mobile Ownership by Age
Figure 22.16.4 Portugal Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.17.1 Republic of Korea Total Youth Population by Age Group
(millions) 2000-2006
Figure 22.17.2 Republic of Korea Mobile Penetration by Age Group (in % =
of
total) 2000-2006
Figure 22.17.3 Republic of Korea Mobile Ownership by Age
Figure 22.17.4 Republic of Korea Total Spending on Leisure Products by
Mobile Owning Youth 2000-2006
Figure 22.18.1 Singapore Total Youth Population by Age Group (millions)
2000-2006
Figure 22.18.2 Singapore Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.18.3 Singapore Mobile Ownership by Age
Figure 22.18.4 Singapore Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.19.1 Spain Total Youth Population by Age Group (millions)
2000-2006
Figure 22.19.2 Spain Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.19.3 Spain Mobile Ownership by Age

Figure 22.19.4 Spain Total Spending on Leisure Products by Mobile Owning
Youth 2000-2006
Figure 22.20.1 Sweden Total Youth Population by Age Group (millions)
2000-2006
Figure 22.20.2 Sweden Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.20.3 Sweden Mobile Ownership by Age
Figure 22.20.4 Sweden Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.21.1 Taiwan Total Youth Population by Age Group (millions)
2000-2006
Figure 22.21.2 Taiwan Mobile Penetration by Age Group (in % of total)
2000-2006
Figure 22.21.3 Taiwan Mobile Ownership by Age
Figure 22.21.4 Taiwan Total Spending on Leisure Products by Mobile =
Owning
Youth 2000-2006
Figure 22.22.1 United Kingdom Total Youth Population by Age Group =
(millions)
2000-2006
Figure 22.22.2 United Kingdom Mobile Penetration by Age Group (in % of
total) 2000-2006
Figure 22.22.3 United Kingdom Mobile Ownership by Age
Figure 22.22.4 United Kingdom Total Spending on Leisure Products by =
Mobile
Owning Youth 2000-2006
Figure 22.23.1 United States Total Youth Population by Age Group =
(millions)
2000-2006
Figure 22.23.2 United States Mobile Penetration by Age Group (in % of =
total)
2000-2006
Figure 22.23.3 United States Mobile Ownership by Age
Figure 22.23.4 United States Total Spending on Leisure Products by =
Mobile
Owning Youth 2000-2006

Appendix 1. Glossary
=20
Appendix 2. Currency Conversion Table
=20
Appendix 3. Copyright Information
=20
Appendix 4. The Authors
=20
Appendix 5. Contact Details
=20
=20
=20
To place your order, please just email me NOW!
=20
This report costs ONLY =A3800 GBP / $1300 USD for a single user copy in =
PDF,
and a company wide UNLIMITED licence costs only 3 times that price.
=20
If you have any questions, or if you would like any assistance placing =
an
order, just let me know.
=20
 =20
Other Forthcoming 2003 Reports:
=20
Indicate for more information contact karl@cmstoday.com=20
=20
[    ]  Mobile Java Games and the Youth market
[    ]  Ringtones and the Youth market
[    ]  Picture Messaging and the Youth market
=20
 - and further new reports and studies can also be found at=20
http://www.telecomsintelligence.com/newreps.html
=20
If you have any questions, or if you would like any assistance, please =
let
me know.
=20
Kind regards,=20

Karl Whitfield=A6Key Accounts - Telecoms Sector Research @
telecomsintelligence.com
CMS Ltd - Your One-Stop Information Shop=20

Sponsored By plusCONNECT -  <http://www.plusconnect.com/>
www.plusconnect.com Bringing mobile content providers, media owners and
consumers together.

Please note: NEW contact details from 24th February 2003:

Tel: +44 (0) 1249 656964
Fax: +44 (0) 1249 656967=20
Mobile: +44 (0)7884 471114
Email: karl@cmstoday.com
Web:  <http://www.telecomsintelligence.com/>
http://www.telecomsintelligence.com - visit our NEW site, see all the =
latest
market reports and newsletters @ telecoms-intelligence.com

 <http://www.plusconnect.net/>=20

 <http://www.plusconnect.net/>=20

 <http://www.plusconnect.net/>=20

This e-mail is confidential and may well also be legally privileged. If =
you
have received it in error, you are on notice of its status. Please =
notify us
immediately by reply e-mail and then delete this message from your =
System
and destroy any hard copy. Please do not copy it, forward it or use it =
for
any purposes, or disclose its contents to any other person: to do so =
would
be a breach of confidence. Thank you for your co-operation.=20

=20


------=_NextPart_000_0491_01C304F3.51A8D910
Content-Type: text/html;
	charset="iso-8859-1"
Content-Transfer-Encoding: quoted-printable

<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN">
<HTML><HEAD>
<META HTTP-EQUIV=3D"Content-Type" CONTENT=3D"text/html; =
charset=3Diso-8859-1">


<TITLE>Message</TITLE>

<META content=3D"MSHTML 6.00.2800.1141" name=3DGENERATOR></HEAD>
<BODY>
<DIV><FONT size=3D2><FONT size=3D2>
<DIV><FONT size=3D2><SPAN class=3D046192112-12032003><FONT =
face=3DArial>NOW<SPAN=20
class=3D156240316-12032003>&nbsp;available</SPAN>&nbsp;- brand new =
report for=20
2003, <FONT color=3D#ff0000 size=3D3><STRONG>mobileYouth 2003 =
</STRONG><FONT=20
color=3D#000000 size=3D2>is all new and follows on from the best selling =
report of=20
2002, <EM>mobileYouth =
2002.</EM></FONT></FONT></FONT></SPAN></FONT></DIV>
<DIV><FONT face=3DArial><SPAN =
class=3D046192112-12032003></SPAN></FONT>&nbsp;</DIV>
<DIV><FONT face=3DArial><SPAN class=3D046192112-12032003>FULL Table of =
Contents and=20
Sample Pages can be found<SPAN class=3D875140317-13032003> below or=20
at&nbsp;</SPAN> </SPAN></FONT></DIV>
<DIV><FONT face=3DArial><SPAN class=3D046192112-12032003><SPAN=20
class=3D046192112-12032003><A=20
href=3D"http://www.telecomsintelligence.com/newreps.html">http://www.tele=
comsintelligence.com/newreps.html</A></SPAN>&nbsp;</SPAN></FONT></DIV>
<DIV><FONT face=3DArial><SPAN =
class=3D046192112-12032003></SPAN></FONT>&nbsp;</DIV>
<DIV>
<DIV></FONT></FONT><FONT color=3D#000081 size=3D3><FONT face=3DTahoma =
color=3D#ff0000=20
size=3D4><STRONG>Table of Contents</STRONG></FONT></DIV></DIV></DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000=20
size=3D2></FONT></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000 =
size=3D2>Executive=20
Summary</FONT></STRONG></DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000=20
size=3D2></FONT></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000 =
size=3D2>1.=20
Introduction</FONT></STRONG></DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000=20
size=3D2></FONT></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000 =
size=3D2>2. The Youth=20
Market</FONT></STRONG></DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000=20
size=3D2></FONT></STRONG>&nbsp;</DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>2.1 Definition of the Youth=20
  market</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>2.2 Size of market</FONT></DIV>
  <BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 2.2.1. Total Youth =
Population in=20
    Key 20 Markets</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 2.2.2 Comparison of =
Youth=20
    Population by Country in 2003</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 2.2.3 Youth Population =
as a % of=20
    Total Population by Country 2003</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 2.2.4 Number of Youth =
as a % of=20
    Total Population 2003-2006</FONT></DIV></BLOCKQUOTE>
  <DIV align=3Dleft><FONT face=3DTahoma>2.3 Increasing =
wealth</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>2.4 Leisure=20
spend</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>3. Excess=20
Society</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>3.1 Excess of =
choice</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>3.2 Active decision =
making</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>3.3 Discriminating =
consumers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>3.4 Filtering =
products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>3.5 The consumer =
bottleneck</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 3.5.1 The consumer=20
  bottleneck</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>4. Five Key=20
Drivers</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>4.1 The Drivers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.2 The Drivers are =
constant</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.3 The 5 key =
Drivers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.3.1 Status</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.3.2 Emancipation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.3.3 Communication</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.3.4 Peer Group =
Reinforcement</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.3.5 Defining Self =
Identity</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.4 Drivers are building =
blocks</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>4.5 Functionality of =
Drivers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 4.5.1 Fun v=20
Functionality</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>5. Age=20
Groups</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>5.1 Age has a significant impact =
on=20
  Drivers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.2 Age affects buying decisions =
both=20
  quantitatively and qualitatively</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.3 Youth is not =
homogenous</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.4 Distinct psychological=20
  changes</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.5 The five stages of =
Youth</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.5.1 The Child</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.5.2 The Tweenie</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.5.3 The Early =
Teen</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.5.4 The Late Teen</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.5.5 The Young =
Adult</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.6 Drivers as a function of age =

  group</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 5.6.1 Drivers as a =
function of age=20
  group</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>5.7 The importance of segmenting =
the Youth=20
  market</FONT></DIV></FONT><FONT size=3D1>
  <DIV align=3Dleft><FONT face=3DTahoma =
size=3D2></FONT>&nbsp;</DIV></BLOCKQUOTE>
<DIV dir=3Dltr align=3Dleft></FONT><FONT color=3D#000081 size=3D3><FONT =
face=3DTahoma=20
color=3D#000000 size=3D2><STRONG>6. Buying =
Groups</STRONG></FONT></DIV></FONT><FONT=20
size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>6.1 Drivers as a function of =
Buying=20
  Groups</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.2 Five Buying =
Groups</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 6.2.1 Distribution of =
Youth Buying=20
  Groups</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.3 Buying Groups and their =
attitude to=20
  buying products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.3.1 Explorers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.3.2 Opportunists</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.3.3 Realists</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.3.4 Conformists</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.3.5 Plodders</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>6.4 The Buying Groups in=20
  Marketing</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>7. Product=20
Availability</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>7.1 Product Value as a function =
of=20
  Availability</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>7.2 The Exclusivity =
Effect</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 7.2.1 Status</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>7.3 Communication and =
Metcalfe&#8217;s=20
  Law</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 7.3.1 =
Communication</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>7.4 Peer Group Reinforcement and =
the=20
  Assimilation Effect</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 7.4.1 Peer Group=20
  Reinforcement</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>7.5 Product maturation and =
Defining Self=20
  Identity</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 7.5.1 Defining Self=20
  Identity</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>7.6 The "Trickle-down" effect =
and=20
  Emancipation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 7.6.1 =
Emancipation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>7.7 Product=20
consideration</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>8.=20
Methodology</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>8.1 Determining market size and=20
  value</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>8.1.1 Why will Youth buy my=20
  product?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>8.1.2 How does my product =
compare with other=20
  Youth-focused products?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>8.1.3 Who will buy my =
product?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 8.1.3.1 Pie and =
Slice</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>8.1.4 How large is "The =
Pie"?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>8.1.5 How big is "My =
Slice"?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>8.2 Interaction of Drivers and =
Product Value=20
  at market level</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>9.=20
Snowboarding</STRONG></FONT></DIV></FONT><FONT size=3D3>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>9.1 A case=20
  study</FONT></DIV></FONT><FONT size=3D2>
  <DIV align=3Dleft><FONT face=3DTahoma>9.2 History</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 9.2.1 Snowboarding =
Adoption=20
  Curve</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>9.2.1 Early adopters=20
  experimenting</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>9.2.2 Opportunists seek to =
exploit the=20
  snowboard</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>9.2.3 Mass market =
acceptance</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>9.3 Extrapolating historical=20
  evidence</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>10. The Adoption=20
Curve</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>10.1 The Product Adoption =
Curve</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.1.1 Using the Curve to =
analyse mobile=20
  markets</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.2 There are four stages in =
the Adoption=20
  Curve</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 10.2.1 The Adoption=20
Curve</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.2.1 Stage One:=20
  Experimentation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.2.2 Stage Two: =
Exploitation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.2.3 Stage Three:=20
  Accommodation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.2.4 Stage Four: =
Assimilation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>10.3 The Adoption Curve in=20
  forecasting</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 10.3.1 The Adoption=20
Curve</FONT></DIV></BLOCKQUOTE></FONT><FONT face=3DTahoma size=3D2>
<DIV align=3Dleft>&nbsp;</DIV>
<DIV align=3Dleft><FONT face=3DArial></FONT></FONT><FONT=20
size=3D1>&nbsp;</DIV></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>11. Text=20
Messaging</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>11.1 Reasons for =
inclusion</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.2 Technical =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.3 Market =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.3.1 Text Messaging was never =
designed as=20
  a youth product</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.3.2 New applications for text =

  platforms</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.4 Four significant landmarks =
enabling=20
  adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.5 Text Messaging =
statistics</FONT></DIV>
  <BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 11.5.1 Total Youth =
Spend on Text=20
    Messaging by Region 2003-2006</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 11.5.2 % Youth Leisure =
Spend on=20
    Text Messaging by Region 2003-2006</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 11.5.3 Comparative =
Regional Spend=20
    on Text Messaging in 2003</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 11.5.4 Comparative =
Regional Spend=20
    on Text Messaging in 2006</FONT></DIV></BLOCKQUOTE>
  <DIV align=3Dleft><FONT face=3DTahoma>11.6 Product Value of Text=20
  Messaging</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.6.1 =
Communication</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.6.2 Peer Group =
Reinforcement</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.6.3 Emancipation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.7 Who do these Product Values =
appeal=20
  to?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.8 How does Text Messaging =
compare with=20
  the competition?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.8.1 Ease of use</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.8.2 In control</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.8.3 Naturally =
mobile</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.8.4 Economics</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.9 Text Messaging =
Adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.9.1 =
Experimentation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.9.2 Exploitation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.9.3 =
Accommodation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.9.4 Assimilation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.10 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.10.1 Competition from =
email</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.10.2 Limited =
functionality</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.10.3 Interoperability in =
North=20
  America</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>11.10.4 Free Text=20
Messaging</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>12. Multimedia=20
Messaging</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>12.1 Reasons for =
inclusion</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.2 Technical =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.3 Market =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.3.1 Multimedia Messaging as =
an evolution=20
  of Text Messaging</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.3.2 Industry commitment to =
Multimedia=20
  Messaging</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.4 Four significant landmarks =
enabling=20
  adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.5 Multimedia Messaging=20
  statistics</FONT></DIV>
  <BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 12.5.1 Total Youth =
Spend on=20
    Multimedia Messaging by Region 2003-2006</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 12.5.2 % Youth Leisure =
Spend on=20
    Multimedia Messaging by Region 2003-2006</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 12.5.3 Comparative =
Regional Spend=20
    on Multimedia Messaging in 2003</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 12.5.4 Comparative =
Regional Spend=20
    on Multimedia Messaging in 2006</FONT></DIV></BLOCKQUOTE>
  <DIV align=3Dleft><FONT face=3DTahoma>12.6 Product Value of Multimedia =

  Messaging</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.6.1 Status</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.6.2 =
Communication</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.6.3 Peer Group =
Reinforcement</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.7 Who do these Product Values =
appeal=20
  to?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.8 How does Multimedia =
Messaging compare=20
  with the competition?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.8.1 Convenience</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.8.2 Expressive</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.8.3 Naturally =
mobile</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.8.4 Economics</FONT></DIV>
  <DIV align=3Dleft></FONT><FONT size=3D2><FONT face=3DTahoma>12.9 =
Multimedia=20
  Messaging Adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.9.1 =
Experimentation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.9.2 Exploitation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.9.3 =
Accommodation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.9.4 Assimilation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.10 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.10.1 Competition from email =
and Text=20
  Messaging</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.10.2 Competition from =
traditional=20
  media</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.10.3 Camera phone usage does =
not equal=20
  Multimedia Messaging use</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.10.4 WAP</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>12.10.5=20
Interoperability</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>13. Mobile Java=20
Gaming</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>13.1 Reasons for =
inclusion</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.2 Technical =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.3 Market =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.3.1 Immature =
market</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.3.2 Widely =
promoted</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.3.3 Extensive back =
catalogue</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.4 Three significant landmarks =
enabling=20
  adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.5 Mobile Java Games=20
  statistics</FONT></DIV>
  <BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 13.5.1 Total Youth =
Spend on Mobile=20
    Java Games by Region 2003-2006</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 13.5.2 % Youth Leisure =
Spend on=20
    Mobile Java Games by Region 2003-2006</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 13.5.3 Comparative =
Regional Spend=20
    on Mobile Java Games in 2003</FONT></DIV>
    <DIV align=3Dleft><FONT face=3DTahoma>Figure 13.5.4 Comparative =
Regional Spend=20
    on Mobile Java Games in 2006</FONT></DIV></BLOCKQUOTE>
  <DIV align=3Dleft><FONT face=3DTahoma>13.6 Product Value of Mobile =
Java=20
  Games</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.6.1 Defining Self =
Identity</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.6.2 Status</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.6.3 Peer Group Reinforcement, =

  Communication</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.7 Who do these Product Values =
appeal=20
  to?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.8 How does Mobile Java Games =
compare with=20
  the competition?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.8.1 Mobile</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.8.2 Whole =
Product</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.8.3 Existing back catalogue =
of=20
  content</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.8.4 Economics of=20
  interactivity</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.9 Mobile Java Games =
Adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.9.1 =
Experimentation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.9.2 Exploitation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.9.3 =
Accommodation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.9.4 Assimilation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.1 The Nostalgia =
Premium</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.2 Competition from=20
  consoles</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.3 Competing =
technologies</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.4 Microsoft=20
  Smartphone</FONT></FONT><FONT size=3D1><FONT=20
  face=3DTahoma>TM</FONT></DIV></FONT><FONT size=3D2>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.5 Handset =
Compatibility</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.6 Limited device=20
  functionality</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>13.10.7 Payment and=20
download</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>14.=20
Ringtones</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>14.1 Reasons for =
inclusion</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.2 Technical =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.3 Market =
Overview</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.3.1 A mature =
industry</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.3.2 Polyphonic =
market</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.4 Three significant landmarks =
enabling=20
  adoption</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft></FONT><FONT size=3D2><FONT =
face=3DTahoma>14.5 Ringtones=20
  statistics</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>Figure 14.5.1 Total =
Youth Spend on=20
  Ringtones by Region 2003-2006</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>Figure 14.5.2 % Youth =
Leisure Spend=20
  on Ringtones by Region 2003-2006</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>Figure 14.5.3 =
Comparative Regional=20
  Spend on Ringtones in 2003</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>Figure 14.5.4 =
Comparative Regional=20
  Spend on Ringtones in 2006</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>14.6 Product Value of=20
  Ringtones</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>14.6.1 =
Status</FONT></DIV>
  <DIV dir=3Dltr align=3Dleft><FONT face=3DTahoma>14.6.2 Peer Group=20
  Reinforcement</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.6.3 Defining Self =
Identity</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.7 Who do these Product Values =
appeal=20
  to?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.8 How does Ringtones compare =
with the=20
  competition?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.8.1 Audio</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.8.2 Extensive content =
base</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.9 Ringtones =
Adoption</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.9.1 =
Experimentation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.9.2 Exploitation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.9.3 =
Accommodation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.9.4 Assimilation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.10 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.10.1 Low barriers to entry =
for=20
  providers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.10.2 Free =
content</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.10.3 MP3</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.10.4 Polyphonic handsets not =
widely=20
  available in youth market</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>14.10.5 Payment and=20
delivery</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma=20
color=3D#ff0000><STRONG>Conclusions</STRONG></FONT></DIV>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2></FONT>&nbsp;</DIV>
<DIV align=3Dleft><STRONG><FONT face=3DTahoma color=3D#000000 =
size=3D2>15. Understanding=20
the Industry</FONT></STRONG></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>15.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.1 The Value =
Chain</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.2 The Mobile =
Pyramid</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 15.1.2 The Mobile=20
Pyramid</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.3 The "End =
User"</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.4 =
Technology-centric</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.5 Marketing features =
first</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.6 =
"Faster=3Dbetter"?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.1.7 Industry =
bubbles</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.2.1 Moving from the Pyramid=20
  Model</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>15.2.2 The Value =
Network</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 15.2.2 The Value Network=20
  Model</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>16. Understanding=20
the Consumer</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>16.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>16.1.1 Field of Dreams &#8211; =
"build it and they=20
  will come"</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>16.1.2 Myth of the passive=20
  consumer</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>16.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>16.2.1 Mapping Product Value =
onto consumer=20
  drivers</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>16.2.2 Exploiting the Value=20
  Network</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>17. Understanding=20
the Market</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>17.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.1.1 Myth of the "homogenous=20
  Youth"</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.1.2 Chasing =
trends</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.1.3 Early Adopter =
spikes</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.1.4 The absence of single =
growth=20
  line</FONT></DIV></FONT><FONT face=3DTahoma size=3D2>
  <DIV align=3Dleft></FONT><FONT size=3D2><FONT face=3DTahoma>17.1.5 =
Mass market is a=20
  different market</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.1.6 Putting it all down to=20
  price</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.2.1 Intelligent =
Segmentation</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.2.2 Making the brand fir the=20
  segment</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>17.2.3 Volume or=20
Value?</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>18. Positioning=20
the Product</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>18.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.1.1 Actual Product =
Value</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.1.2 Desired vs. Actual=20
  behaviour</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2.1 Focusing on direct and =
indirect=20
  competition</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2.2 Finite supply of time and =

  money</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2.3 The Basket of =
Goods</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2.4 Four levels of=20
  competition</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 18.2.4 the Four Levels of =

  Competition</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2.5 Focusing on Relative=20
  Value</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>18.2.6 Displacing the=20
  competition</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>19. Value of the=20
Brand</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>19.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>19.1.1 Assumptions in =
translating the brand=20
  to mobile</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>19.1.2 Difficulties in =
translating brand=20
  value</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>19.1.3 The Brand =
bubble</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>19.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>19.2.1 Brands that reinforce =
product=20
  value</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>20. Communicating=20
with Youth</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>20.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.1 Communication =
marketing</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.2 Seduced by =
technology</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.3 The mobile hotline to=20
  Youth</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.4 "One-to-one" =
marketing</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.5 One-way =
marketing</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.6 ROI on mobile =
marketing</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.1.7 Opt-in</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2.1 What is the desired end=20
  result?</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2.2 How much value does =
mobile marketing=20
  of your product add to the Youth</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>consumer</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2.3 Increasing the long term =
value=20
  equilibrium</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 20.2.3 Increasing the =
long term value=20
  equilibrium</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2.4 Blurring the boundaries =
between=20
  Product and Youth</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 20.2.4 Marketing=20
  "Ying-Yang"</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2.5 Coming in from their=20
side</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>20.2.6 Acceptance in the peer=20
  group</FONT></DIV></BLOCKQUOTE></FONT><FONT color=3D#000081 size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>21. Product=20
Development</STRONG></FONT></DIV></FONT><FONT size=3D2>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma>21.1 Issues</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.1.1 Cyclical =
development</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2 Resolutions</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.1 Targeting the =
user</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.2 Whole product =
strategies</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.3 Within parameters of=20
  experience</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.4 Calculating all=20
  cost</FONT></FONT><FONT size=3D1></DIV></FONT><FONT size=3D2>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.5 Zero cost of =
entry</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.6 Progressing the =
product</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.7 The Value =
Iceberg</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>Figure 21.2.7 the Value =
Iceberg</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.8 Externalising product=20
  development</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.9 Identifying who will =
benefit product=20
  development</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.10 Youth partnership=20
  pay-backs</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma>21.2.11 Utilising =
3</FONT></FONT><FONT=20
  face=3DTahoma><FONT size=3D1>rd </FONT><FONT=20
size=3D2>parties</DIV></BLOCKQUOTE></FONT></FONT><FONT color=3D#000081 =
size=3D3>
<DIV align=3Dleft><FONT face=3DTahoma color=3D#000000 =
size=3D2><STRONG>22.=20
Statistics</STRONG></FONT></DIV></FONT>
<BLOCKQUOTE dir=3Dltr style=3D"MARGIN-RIGHT: 0px">
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.1 Asia =
Pacific</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.1.1 Asia =
Pacific Total=20
  Youth Spend on Text Messaging 2003-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.1.2 Asia =
Pacific % of Youth=20
  Leisure Spend on Text Messaging 2003-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.1.3 Asia =
Pacific Total=20
  Youth Spend on Other Mobile Products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.1.4 Asia =
Pacific % of Youth=20
  Leisure Spend on Other Mobile Products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.2 =
Europe</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.2.1 Europe =
Total Youth=20
  Spend on Text Messaging 2003-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.2.2 Europe % =
of Youth=20
  Leisure Spend on Text Messaging 2003-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.2.3 Europe =
Total Youth=20
  Spend on Other Mobile Products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.2.4 Europe % =
of Youth=20
  Leisure Spend on Other Mobile Products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.3 North=20
America</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.3.1 North =
America Total=20
  Youth Spend on Text Messaging 2003-2006</FONT></DIV>
  <DIV align=3Dleft><FONT size=3D2><FONT face=3DTahoma>Figure 22.3.2 =
North America %=20
  of Youth Leisure Spend on Text Messaging 2003-</FONT><FONT=20
  face=3DTahoma>2006</FONT></FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.3.3 North =
America Total=20
  Youth Spend on Other Mobile Products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.3.4 North =
America % of=20
  Youth Leisure Spend on Other Mobile Products</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.4 Statistics =
by=20
  Country</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.4.1 Australia =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.4.2 Australia =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.4.3 Australia =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.4.4 =
Australia Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.5.1 Belgium =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.5.2 Belgium =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.5.3 Belgium =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.5.4 =
Belgium Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.6.1 Canada =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.6.2 Canada =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.6.3 Canada =
Mobile Ownership=20
  by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.6.4 =
Canada Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.7.1 Denmark =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.7.2 Denmark =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.7.3 Denmark =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.7.4 =
Denmark Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.8.1 Finland =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.8.2 Finland =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.8.3 Finland =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.8.4 =
Finland Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.9.1 France =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.9.2 France =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.9.3 France =
Mobile Ownership=20
  by Age</FONT><FONT size=3D1></DIV></FONT>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.9.4 =
France Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.10.1 Germany =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.10.2 Germany =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.10.3 Germany =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.10.4 =
Germany Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.11.1 Hong =
Kong Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.11.2 =
Hong Kong Mobile=20
  Penetration by Age Group (in % of total)<SPAN =
class=3D875140317-13032003>=20
  </SPAN></FONT></FONT><FONT face=3DTahoma =
size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.11.3 Hong =
Kong Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.11.4 Hong =
Kong Total=20
  Spending on Leisure Products by Mobile Owning<SPAN =
class=3D875140317-13032003>=20
  </SPAN>Youth<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.12.1 Ireland =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.12.2 Ireland =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.12.3 Ireland =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.12.4 =
Ireland Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.13.1 Italy =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.13.2 Italy =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.13.3 Italy =
Mobile Ownership=20
  by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.13.4 =
Italy Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.14.1 Japan =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.14.2 Japan =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.14.3 Japan =
Mobile Ownership=20
  by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.14.4 =
Japan Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.15.1 =
Netherlands=20
  Total Youth Population by Age Group (millions)<SPAN =
class=3D875140317-13032003>=20
  </SPAN></FONT></FONT><FONT face=3DTahoma =
size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.15.2 =
Netherlands=20
  Mobile Penetration by Age Group (in % of total)<SPAN =
class=3D875140317-13032003>=20
  </SPAN></FONT></FONT><FONT face=3DTahoma =
size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.15.3 =
Netherlands Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.15.4 =
Netherlands=20
  Total Spending on Leisure Products by Mobile Owning<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma =
size=3D2>Youth=20
  2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.16.1 Portugal =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.16.2 Portugal =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.16.3 Portugal =
Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.16.4 =
Portugal Total=20
  Spending on Leisure Products by Mobile Owning Youth<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.17.1 =
Republic of=20
  Korea Total Youth Population by Age Group (millions)<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.17.2 =
Republic of=20
  Korea Mobile Penetration by Age Group (in % of total)<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma=20
  size=3D2>2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.17.3 Republic =
of Korea=20
  Mobile Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.17.4 =
Republic of=20
  Korea Total Spending on Leisure Products by Mobile<SPAN=20
  class=3D875140317-13032003> </SPAN></FONT></FONT><FONT face=3DTahoma =
size=3D2>Owning=20
  Youth 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.18.1 =
Singapore Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.18.2 =
Singapore Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.18.3 =
Singapore Mobile=20
  Ownership by Age</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.18.4 =
Singapore Total=20
  Spending on Leisure Products by Mobile Owning<SPAN =
class=3D875140317-13032003>=20
  </SPAN></FONT></FONT><FONT face=3DTahoma size=3D2>Youth =
2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.19.1 Spain =
Total Youth=20
  Population by Age Group (millions) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma size=3D2>Figure 22.19.2 Spain =
Mobile=20
  Penetration by Age Group (in % of total) 2000-2006</FONT></DIV>
  <DIV align=3Dleft><FONT face=3DTahoma><FONT size=3D2>Figure 22.19.3 =
Spain Mobile=20
  Ownership by Ag<SPAN =
class=3D875140317-13032003>e</SPAN></FONT></FONT><FONT=20
  face=3DTahoma size=3D2></DIV></FONT><FONT face=3DTahoma size=3D2>
  <DIV align=3Dleft>Figure 22.19.4 Spain Total Spending on Leisure =
Products by=20
  Mobile Owning Youth<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.20.1 Sweden Total Youth Population by Age =
Group=20
  (millions) 2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.20.2 Sweden Mobile Penetration by Age =
Group (in % of=20
  total) 2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.20.3 Sweden Mobile Ownership by Age</DIV>
  <DIV align=3Dleft>Figure 22.20.4 Sweden Total Spending on Leisure =
Products by=20
  Mobile Owning Youth<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.21.1 Taiwan Total Youth Population by Age =
Group=20
  (millions) 2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.21.2 Taiwan Mobile Penetration by Age =
Group (in % of=20
  total) 2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.21.3 Taiwan Mobile Ownership by Age</DIV>
  <DIV align=3Dleft>Figure 22.21.4 Taiwan Total Spending on Leisure =
Products by=20
  Mobile Owning Youth<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.22.1 United Kingdom Total Youth Population =
by Age=20
  Group (millions)<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.22.2 United Kingdom Mobile Penetration by =
Age Group=20
  (in % of total)<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.22.3 United Kingdom Mobile Ownership by =
Age</DIV>
  <DIV align=3Dleft>Figure 22.22.4 United Kingdom Total Spending on =
Leisure=20
  Products by Mobile Owning<SPAN class=3D875140317-13032003> =
</SPAN>Youth=20
  2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.23.1 United States Total Youth Population =
by Age=20
  Group (millions)<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.23.2 United States Mobile Penetration by =
Age Group=20
  (in % of total)<SPAN class=3D875140317-13032003> =
</SPAN>2000-2006</DIV>
  <DIV align=3Dleft>Figure 22.23.3 United States Mobile Ownership by =
Age</DIV>
  <DIV align=3Dleft>Figure 22.23.4 United States Total Spending on =
Leisure=20
  Products by Mobile Owning<SPAN class=3D875140317-13032003> =
</SPAN>Youth=20
  2000-2006</DIV></BLOCKQUOTE>
<DIV align=3Dleft><STRONG>Appendix 1. Glossary</STRONG></DIV>
<DIV align=3Dleft><STRONG></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG>Appendix 2. Currency Conversion =
Table</STRONG></DIV>
<DIV align=3Dleft><STRONG></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG>Appendix 3. Copyright =
Information</STRONG></DIV>
<DIV align=3Dleft><STRONG></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG>Appendix 4. The Authors</STRONG></DIV>
<DIV align=3Dleft><STRONG></STRONG>&nbsp;</DIV>
<DIV align=3Dleft><STRONG><FONT face=3DArial>Appendix 5. Contact=20
Details</FONT></STRONG></DIV>
<DIV align=3Dleft><FONT face=3DArial></FONT>&nbsp;</DIV>
<DIV align=3Dleft>&nbsp;</DIV><FONT color=3D#000081 size=3D2>
<DIV align=3Dleft><FONT color=3D#000000><FONT =
color=3D#000000></FONT><FONT=20
face=3DArial></FONT><FONT face=3DArial></FONT></FONT><FONT =
color=3D#000081=20
size=3D2><FONT face=3DArial =
color=3D#000000></FONT></FONT>&nbsp;</DIV></FONT></FONT>
<DIV><FONT size=3D2><FONT face=3DTahoma size=3D2>
<DIV><SPAN class=3D046192112-12032003><FONT face=3DArial>To place your =
order, please=20
just email me <STRONG>NOW!</STRONG></FONT></SPAN></DIV>
<DIV><FONT face=3DArial><FONT face=3DArial></FONT></FONT>&nbsp;</DIV>
<DIV><SPAN class=3D046192112-12032003><FONT face=3DArial>This report =
costs ONLY =A3800=20
GBP / $1300 USD<SPAN class=3D656314114-13032003> for a single user copy =
in=20
PDF</SPAN>, and a company wide UNLIMITED licence costs only 3 times that =

price.</FONT></SPAN></DIV>
<DIV><FONT face=3DArial><FONT face=3DArial></FONT></FONT>&nbsp;</DIV>
<DIV><SPAN class=3D046192112-12032003><FONT face=3DArial>If you have any =
questions,=20
or if you would like any assistance placing an order, just let me=20
know.</FONT></SPAN></DIV></FONT></FONT></DIV>
<DIV><FONT size=3D2><FONT face=3DTahoma =
size=3D2></FONT></FONT>&nbsp;</DIV>
<DIV><FONT face=3DArial size=3D2><SPAN class=3D046192112-12032003><FONT =
face=3DTahoma=20
color=3D#000081>&nbsp;</FONT> </DIV>
<DIV align=3Dleft><STRONG><FONT color=3D#ff0000><FONT size=3D3><SPAN=20
class=3D875140317-13032003>Other </SPAN>Forthcoming 2003 Reports<SPAN=20
class=3D875140317-13032003>:</SPAN></FONT></FONT></STRONG></DIV>
<DIV align=3Dleft>&nbsp;</DIV>
<DIV align=3Dleft><SPAN class=3D640545714-01042003>Indicate for =
</SPAN>more=20
information contact <FONT color=3D#0000ff><A=20
href=3D"mailto:karl@cmstoday.com">karl@cmstoday.com</A><SPAN=20
class=3D640545714-01042003> </SPAN></DIV></FONT><FONT color=3D#000081>
<DIV align=3Dleft></FONT><FONT color=3D#000000><STRONG><SPAN=20
class=3D640545714-01042003></SPAN></STRONG></FONT>&nbsp;</DIV>
<DIV align=3Dleft><FONT color=3D#000000><STRONG><SPAN=20
class=3D640545714-01042003>[&nbsp;&nbsp;&nbsp; ]=20
</SPAN>&nbsp;</STRONG></FONT><FONT color=3D#000081><FONT=20
color=3D#000000><STRONG>Mobile Java Games and the Youth=20
market</STRONG></FONT></DIV></FONT><FONT color=3D#000081>
<DIV align=3Dleft></FONT><FONT color=3D#000000><STRONG><SPAN=20
class=3D640545714-01042003>[&nbsp;&nbsp;&nbsp; ]&nbsp;=20
</SPAN></STRONG></FONT><FONT color=3D#000081><FONT =
color=3D#000000><STRONG>Ringtones=20
and the Youth market</STRONG></FONT></DIV></FONT><FONT color=3D#000081>
<DIV align=3Dleft></FONT><FONT color=3D#000000><STRONG><SPAN=20
class=3D640545714-01042003>[&nbsp;&nbsp;&nbsp; ]&nbsp;=20
</SPAN></STRONG></FONT><FONT color=3D#000081><FONT =
color=3D#000000><STRONG>Picture=20
Messaging and the Youth =
market</STRONG></FONT></DIV></FONT></SPAN></FONT>
<DIV><FONT face=3DArial size=3D2><SPAN=20
class=3D046192112-12032003><STRONG></STRONG></SPAN></FONT>&nbsp;</DIV>
<DIV><SPAN class=3D046192112-12032003><FONT face=3DArial><FONT =
size=3D2><SPAN=20
class=3D875140317-13032003>&nbsp;- </SPAN>and further new reports and =
studies can=20
also be found at </FONT></FONT></SPAN></DIV>
<DIV><FONT face=3DArial size=3D2><SPAN =
class=3D046192112-12032003></SPAN></FONT><FONT=20
face=3DArial size=3D2><SPAN class=3D046192112-12032003><A=20
href=3D"http://www.telecomsintelligence.com/newreps.html">http://www.tele=
comsintelligence.com/newreps.html</A></SPAN></FONT></DIV>
<DIV><FONT face=3DArial color=3D#ff0000></FONT><FONT face=3DArial=20
color=3D#ff0000></FONT>&nbsp;</DIV>
<DIV><SPAN class=3D046192112-12032003><FONT face=3DArial size=3D2>If you =
have any=20
questions, or if you would like any assistance<SPAN=20
class=3D875140317-13032003>,</SPAN>&nbsp;<SPAN=20
class=3D875140317-13032003>please</SPAN> let me =
know.</FONT></SPAN></DIV>
<DIV><FONT face=3DTahoma><FONT face=3DArial></FONT>&nbsp;</DIV>
<DIV align=3Dleft><FONT size=3D2><FONT face=3DTahoma>Kind =
regards,</FONT><FONT=20
face=3D"Times New Roman"> </FONT></FONT></DIV>
<P align=3Dleft><FONT size=3D2><B><FONT face=3DTahoma>Karl =
Whitfield</FONT><FONT=20
face=3DTahoma color=3D#0000ff>=A6Key Accounts - Telecoms =
Sector</FONT></B><FONT=20
face=3D"Times New Roman"></FONT><B></B></FONT><B><FONT size=3D2> =
</FONT><FONT=20
face=3DTahoma color=3D#0000ff size=3D2>Research<SPAN =
class=3D134502110-20122002> @=20
telecomsintelligence.com</SPAN><BR></FONT></B><FONT size=3D2><B><FONT =
face=3DTahoma=20
color=3D#ff0000>CMS Ltd</FONT></B><FONT face=3DTahoma color=3D#000000>=20
-</FONT><I></I><I></I><I><FONT face=3D"Times New Roman"></FONT> <FONT =
face=3DTahoma=20
color=3D#000000>Your One-Stop Information Shop</FONT></I><FONT=20
face=3D"Times New Roman"> </FONT></FONT></P>
<P align=3Dleft><SPAN class=3D000524520-05122002><FONT =
face=3DArial><FONT=20
size=3D2>Sponsored By<SPAN class=3D156240316-12032003><STRONG> =
plusCONNECT -=20
</STRONG><A=20
href=3D"http://www.plusconnect.com/"><STRONG>www.plusconnect.com</STRONG>=
</A><STRONG>&nbsp;<SPAN=20
class=3D875140317-13032003>Bringing mobile content providers, media =
owners and=20
consumers together.</SPAN></STRONG></SPAN></FONT></FONT></SPAN></P>
<P align=3Dleft><STRONG><FONT size=3D2>Please note: NEW contact details =
from 24th=20
February 2003:</FONT></STRONG></P>
<P align=3Dleft><STRONG><FONT size=3D2>Tel:</FONT></STRONG><STRONG><FONT =
size=3D2> +44=20
(0) 1249 656964<BR>Fax: +44 (0) 1249 656967 <BR>Mobile:=20
</FONT></STRONG><STRONG><FONT size=3D2>+44 (0)7884=20
471114<BR>Email:</FONT></STRONG><STRONG><FONT size=3D2> =
karl@cmstoday.com<BR>Web:=20
</FONT></STRONG><A =
href=3D"http://www.telecomsintelligence.com/"><U><FONT=20
color=3D#0000ff=20
size=3D2><STRONG>http://www.telecomsintelligence.com</STRONG></FONT></U><=
/A><FONT=20
size=3D2> - visit our NEW site, see all the latest market reports and =
newsletters=20
@ telecoms-intelligence.com</FONT></P>
<P align=3Dleft><FONT face=3DArial size=3D2><SPAN =
class=3D000524520-05122002><A=20
href=3D"http://www.plusconnect.net/"></A></SPAN></FONT></P>
<P align=3Dleft><FONT face=3DArial size=3D2><SPAN =
class=3D000524520-05122002><SPAN=20
class=3D000524520-05122002><A=20
href=3D"http://www.plusconnect.net/"></A></SPAN></SPAN></FONT></P>
<P align=3Dleft><FONT face=3DArial size=3D2><SPAN =
class=3D000524520-05122002><A=20
href=3D"http://www.plusconnect.net/"></A></SPAN></FONT></P>
<P align=3Dleft><FONT size=3D2>This e-mail is confidential and may well =
also be=20
legally privileged. If you have received it in error, you are on notice =
of its=20
status. Please notify us immediately by reply e-mail and then delete =
this=20
message from your System and destroy any hard copy. Please do not copy =
it,=20
forward it or use it for any purposes, or disclose its contents to any =
other=20
person: to do so would be a breach of confidence. Thank you for your=20
co-operation.&nbsp;</FONT></P>
<P align=3Dleft><FONT size=3D2></FONT>&nbsp;</P></FONT></BODY></HTML>

------=_NextPart_000_0491_01C304F3.51A8D910--

