Viral & Tribal Patterns in Multicast Marketing. jacob.van@kokswijk.nl

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1 Viral & Tribal Patterns in Multicast Marketing

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3 The market position of the Operators Internet Service Providers Telephony Service Providers Local loop Roaming

4 Change of Relations From Individual through Micro-Social to Macro-social

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6 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

7 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 :03 Consumers are turning their backs on new mobile phone technology, according Carphone Warehouse, the UK's largest mobile retailer.

8 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 Economic change: anti global, no logo, no hypes, lesser trends, irregular cool hunting inside tribes

9 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.

10 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 phonecall.

11 Stay in your customers world

12 SMS use will go down, when it stays expensive

13 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

14 B UK USA D EI USA NL UK P D UK C USA

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17 Observers or Reality watchers Imaginary (Trends) Sympathizers invisibility The position of Multimedia Webcasting How many Multi s do the customer like? Occasions (Gatherings) Participants visibility Adherents or Devotees Institutions (Associations Sects & Places) Practitioners Everyday Life Day2day Practices) Cova Tribe model

18 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

19 Naam: : SILLYGIRL Voornaam: sylvia s'drecht Mobile: sillygirl@shootpage shootpage.nl Kleur haar:rood rood Kleur ogen:bruin Lengte:172 Geslacht:v Geboortedatum: Shirtmaat:M Beroep:verkoopster Opleiding:mavo 4 Hobby 1:flirten Hobby 2:zingen Hobby 3:dansen Sport 1:fitness Sport 2:streetdance Sport 3:skaten Ik geef geld uit aan beltegoed+kleding ea Viral & Tribal Patterns in Multicast Marketing My homepage Ik hou van mijn familie, beste vriendin en... Had ik maar meer lef... Ik heb een hekel aan players!!!!!!!!! Mijn tv station is TMF,MTV,veronica,fox8,ne t5,sbs6 enz... Mijn idool is mijn moeder Als ik later groot ben dan voel ik me nog groter dan nu Mijn favoriete kleur: camel,darkrood darkrood,zwart,brui n Mijn favoriete stad: rotterdam,maar maar in dord kom je. Mijn favoriete land: spanje,egypte egypte,bosnië Mijn favoriete huisdier: hond, hagedis Mijn favoriete drank: spa- tje,likeurtjes likeurtjes!!,!!,fanta Mijn favoriete eten: ustipac(spreek spreek:oestiepak) Mijn favoriete film: the hurricane,green mile Mijn favoriete filmster: jij!! Mijn favoriete muziek: r&b/rap,soul en rock Mijn favoriete artiest: anouk,r.,r.kelly,2pac,dc

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21 Viral & Tribal Patterns in Multicast Marketing

22 Viral & Tribal Patterns in Multicast Marketing

23 Genders g

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25 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

26 Do boys only like sport & sex? Cartoons Sport Clips

27 Do girls only like chatting and learning?

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29 8-14 jr jr.

30 Colors and Communication Kleuren bepalen de doelgroep

31 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.

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33 W84me, I m the next generation

34 W84me, i am the new generation

35 W84m, i am the new generation

36 Mobile Entertainment Growing without new features The bottleneck is the terminal, not the lack of MMS or i-mode, neither the bandwidth of GSM!

37 Multi-chain from content to user

38 13 th June, 2002: M-files about Mobile services on Next Generation Networks Copyrights: Jacob van Kokswijk & Telecommagazine

39 13 th June, 2002: M-files about Mobile services on Next Generation Networks /