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|
|2.1||Background to the Report||2|
|3||MARKET SEGMENTATION APPROACHES||3|
|3.6.3||The Role of Communications||12|
|3.6.4||Impact of Technology||12|
|3.6.5||Explicit Networks vs. Implicit Networks||12|
|4||MARKET SEGMENTATION APPLICATIONS||15|
|4.2||Mature Market Characteristics||15|
|4.3||Strategies for Mature Markets||16|
|4.4||Marketing Mix Choices for Mature Markets||16|
|4.6||Approaches to Mature Mobile Markets||18|
|4.8||Measures of Success||23|