Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 319

• Needs/wants:
- Basic communication (voice) mostly with a limited number of people.
- Easy communication.
- Not interested in new technologies/innovative services.
- Most calls are personal.
Marketing Approach
• Product/services offered: Offering of incentives to increase usage. Base rate
plans with no free call time but with lowmonthly fees. FnF (Friends and Family)
rate plans with reduced rates for selected ''family'' on-net numbers. Especially
for elderly people, promotion of simple and easy-to-use handset devices
• Communication channel: Direct voice calls, direct mail.
• Brand image communicated: An established, trustworthy, and reliable oper-
ator.
Segment 2: Adults - Classic Social Users (Figure 7.9)
Behavioral Profile
• Average usage.
• Mostly voice usage.
• Medium SMS usage.
• Low usage of technical services (MMS, events, Internet).
• Average communities and days with usage.
• Relatively increased usage during no work days/hours.
Segment Size
31%
Contribution to Total MARPU
34%
Demographic Profile
Typical age profile, mainly consisting of married users.
Market Research Findings
• Satisfaction drivers:
- Competitive pricing.