Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 322

Contribution to Total MARPU
18%
Demographic Profile
Young persons, most of them under 35. Predominantly students, young employees,
and single people.
Market Research Findings
• Satisfaction drivers:
- Offering a wide range of innovative services.
- Competitive pricing, especially for SMS.
- ''Cool'' brand image.
• Needs/wants:
- Interested in new technologies/innovative services.
- Use of phone not only for communication but also for fun.
- Identify with the phone, so it must be ''cool.''
- Seek and compare competitors' offers.
- Most calls are with friends and family.
Marketing Approach
• Product/services offered: Offering of ''Bring a friend'' incentives. Promotion
of rate plans and bundles with SMS and MMS discounts. Promotion of cell
phones with advanced technical capabilities. Promotion of operator's web site
and e-billing services. This is the ideal target group for promoting all high-tech
services: event downloads (ringtones, games, MP3s), Internet, mobile TV, video
calls, and so on.
• Communication channel: SMS, MMS, e-mails.
• Advertising channels: Internet banners, TV channels, radio stations, and
magazines influential to young people.
• Brand image communicated: Cool and stylish brand providing fun/
entertainment and innovative services.
Segment 4: International Users (Figure 7.11)
Behavioral Profile
• Citizens of the world! Seem to travel a lot so show the highest roaming usage.
• Highest number of roaming calls and roaming traffic minutes.