Database Reference
In-Depth Information
Demographic Profile
Young and middle-aged persons, most of them under 45. This cluster mainly
consists of male employees and self-employed people with a college degree.
Market Research Findings
•
Satisfaction drivers:
- Network coverage.
- Efficiency of customer care.
- Roaming quality.
•
Needs/wants:
- The phone is a business tool that should provide support around the world.
- Interested in new technologies/innovative services.
- ''Always connected.''
Marketing Approach
•
Product/services offered:
Offering of rate plans and bundles with roaming
and international call benefits. Teaming up with airlines and travel agencies,
in order to offer ''air miles and more'' reward schemes with point offerings
according to phone usage. Promotion of company's web site and Internet usage.
•
Communication channel:
Direct voice calls, e-mails, MMS.
•
Advertising channels:
Internet banners, news channels and stations, newspa-
pers, travel magazines, airport advertisements.
•
Brand image communicated:
A modern operator, with a presence and
reliability around the world, which offers a wide range of innovative services.
Segment 5: Business Users (Figure 7.12)
Behavioral Profile
• Heavy voice usage, incoming as well as outgoing.
• Majority of calls made during work days and peak hours.
• By far the largest incoming community.
• Highest number of voice calls and minutes. This segment includes many
residential customers using their phone as a business tool as well.
• Although the phone is used on a daily basis, voice calls are quite short, as
denoted by the relatively low ACD.
• Low SMS usage.
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