Segmentation Challenges in Mature Mobile Markets
2008.10.31   |   28 pages   |   Churn Prevention Strategies   |   Tariffing Mobile Services for Profit

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It is important for all MNOs to attract and retain the most profitable customers. This becomes more important in mature markets with little prospect for growth, particularly if an economic slowdown threatens to depress demand from new customers or for upgrades. To identify these customers, to address their needs and ensure that marketing communications reach them, MNOs need to employ sophisticated market segmentation techniques for both existing and potential customers.

This report looks at the approaches available to operators, and at those adopted by some of the major players, considers the appropriateness of their approach and suggests concrete additional steps that could be taken to gain the maximum value from the data already collected from existing customers.

Keywords: Segmentation, segmentation models, segmentation in mature mobile markets, Customer Segmentation, segmentation strategy, mobile segmentation,

Table of Contents
1 OVERVIEW 1
2 INTRODUCTION 2
2.1 Background to the Report 2
2.2 Report Content 2
3 MARKET SEGMENTATION APPROACHES 3
3.1 Introduction 3
3.2 Geographic Segmentation 4
3.3 Demographic Segmentation 5
3.3.1 Overview 5
3.4 Psychographic Segmentation 6
3.4.1 Overview 6
3.4.2 General Approach 7
3.5 Behavioural Segmentation 8
3.5.1 Overview 8
3.5.2 General Approach 10
3.6 Social Segmentation 11
3.6.1 Introduction 11
3.6.2 Basic Principles 11
3.6.3 The Role of Communications 12
3.6.4 Impact of Technology 12
3.6.5 Explicit Networks vs. Implicit Networks 12
3.7 Market Targeting 13
4 MARKET SEGMENTATION APPLICATIONS 15
4.1 Introduction 15
4.2 Mature Market Characteristics 15
4.3 Strategies for Mature Markets 16
4.4 Marketing Mix Choices for Mature Markets 16
4.5 Segmentation Requirements 17
4.6 Approaches to Mature Mobile Markets 18
4.6.1 Example: Vodafone 18
4.6.2 Example: O2 20
4.6.3 Example: Orange 21
4.7 MVNOs 22
4.7.1 Example: Blyk 22
4.8 Measures of Success 23
5 KEY FINDINGS 24
5.1 Introduction 24
5.2 Observations 24
5.3 Analysis 25
5.4 Conclusions 26
6 RECOMMENDATIONS 27

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