Short version report of qualitative research findings

1. Habits & Attitudes Study Qualitative Research Findings Abridged Version 2009 Brand masked for confidentiality purpose

2. Agenda Findings Way Forward Background The Consumer The Category The Brand

3. Agenda Background

7. Sample split Total no. of focus groups = 9 Age Group City A City B City C 16-19 1 "Brand" buyers 1 Competition buyers 1 "Brand" buyers 20-24 1 "Brand" buyers 1 Competition buyers 1 Competition buyers 25-35 1 "Brand" buyers 1 "Brand" buyers 1 Competition buyers

8. Agenda Findings

9. The analytical approach The Consumer Who is she and what makes her tick? The Brand Where does "Brand" stand versus competition? The Category How do the consumers interact with the category and what are the key category drivers?

11. Agenda The Consumer

20. Agenda The Category

23. Internet applications on laptop & on mobile phones

30. Category Drivers

31. Functional: most important (overall) Highest Lowest Brand Shape Features Color Price Warranty Memory Country Size Camera User friendly

33. Prompted emotional benefits Highest Lowest Unique Modern High Tech Prestige Popular Fun

34. Decision Making

35. Decision making path Motivation/ Trigger Seeking Information Selective Criteria Place of Purchase Planned: “I need to change mobile /buy a new one” Impulsive: “While walking I check shops for new models.. or notice that there is a new model launched” The main sources of information are retail outlets / salesmen Functional parameters Mobile complexes Malls Point of Sale Material Well written, easy to understand Arabic brochures Demos on digital screens Emotional parameters still prevailing Need gap: pure feminine mobile Mobile Complexes are relatively more important Internet Other media vehicles (TV, Print, Outdoor, etc.) Emotional parameters Hypermarkets Action Points

37. Sources of information Internet Radio Newspaper Word of mouth Outdoor Magazines TV Shop The salesman at the shop is the most important source of information

44. Agenda The Brand

53. Agenda Way Forward

58. THANK YOU