Wow! Tech Execs and Global Teens Share a Vision of the Future at the Ypulse Mashup Day Two

From where I sat, Bill Carter’s presentation on Day Two was fascinating.

Bill is a partner at Fuse Marketing- youth marketing agency that connects brands with youth through sports, music, fashion and other relevant youth cultural interests - and he recently conducted interviews with100 senior technology executives to find out what the future of technology will look like for the teen market. Fuse included companies like Sony, MTV Networks, Yahoo, Nokia and more.

What excited me is that what these big execs were saying aligned with the data we are getting from our Worldwide Teen Lab members. Similar to the execs, our members come from all over the world and are using all kinds of technology. Different from the execs, our kids’ predictions are based on the user experience and what they need – not what they know is being worked on in R&D. Could that possibly mean the stars have aligned and we are creating future tools and services they actually want?

Let me share some examples:

Bill’s Execs said: Technology is not marketing - content is the most important thing; technology is used to disseminate the information.

Our teens tell us bad advertising is bad. And good advertising is content. We need to stop advertising and focus on content and that will work – and then, if you are using technology – we need to make sure it has been optimized for the device.

Bill’s Execs said: The device is inconsequential compared to the content.

Our kids agree but say this a bit differently; they really believe in using the right tool for the job and as a result, the device then does become less important because it’s helping them get the content they want, when they want it, how they want it. And while we technology folks have a ways to go before this is truly possible (the way the teens see it), we are well on our way.

Bill’s Execs said: Handheld devices will potentially surpass the desktop.

Our kids tell us they see their mobile as a valuable portable device they want to do more (including offer seamless convergence). They do see their phone as having the potential of a handheld computer.

Bill’s Execs said: "Side loading,” getting content from other sources than the mobile provider, will continue to be popular as teens prefer sources other than mobile carriers.

In a recent study on mobile accessories, our teens told us loud and clear that they are getting their music any way they can as long as it’s free.

Bill’s Execs said: "Geotargeting" on the mobile is the next big thing and it will be combined with "permission" marketing that allows them to tell us what they want.

Our Lab Members say good things. We will actually be releasing our most recent research on this topic in this blog on July 28 and July 31st.

Bill’s Execs said: It all comes down to simple connection to friends.

At the Worldwide Teen Lab, this is our mantra. It’s all about their relationships – to the people and things they care about. If you can look at your tech through the lens of how it improves a teen’s relationships, you are more than halfway there.

My presentation followed Bill’s and it was exciting to be able to present our Teen Lab findings relative to his presentation. Our teens are so smart and articulate. I am excited to keep working with our panel to learn more about what they need and want as we all work together to deliver an exciting future with technology.

Want More? For some excellent write-ups about Ypulse (and to get a look at the varied perspectives and attendees), you can check this link or read this article by Jennifer Waits, at conference attendee who did a great job summarizing the event.