Report Details
The recent financial downturn had a major impact on the telecommunications industry. With churn rates on the rise and ARPU figures on the decline what do operators and manufacturers need to do to maximise revenues and retain subscribers?
Marketing and segmentation is the key and this report has everything you need to know. In a post recession market place the wireless subscriber is more cash conscious and demands more from their service.
The landscape of wireless communications is changing rapidly with Smartphones poised to become the norm and new operating systems and app stores taking over, how can the industry segment the market in order to maximise revenue?
What kind of intelligence is needed and how best to interpret this data?
This report outlines all the major marketing and segmenting strategies. It also discusses niche markets, brands and has in depth details on how each industry sector should deal with the segmenting of markets.
As the market grows the demographics are becoming more and more complex, age, gender, geography and other traditional segments are no longer sufficient. This report provides alternative and emerging segments that are as yet untapped.
With advice for manufacturers, vendors, advertising departments, operators, vendors and every other section of the industry this report is all that is required to fully understand and plan new market segmentation and intelligence strategies for 2010-2015.
Here are the aims and focus of this report:
• To review the technological advancements within the mobile network industry in such a way as to provide the reader with a sound basis to understand the analysis of the different technologies present within the market and how these affect the development of new market segmentation.
• To review the segmentation of the mobile market in such a way as to provide the reader with a sound basis to understand the analysis of the different segments affecting both hardware vendors and service providers.
• To provide a review of the factors that affect the overall demand for the use of mobile services and terminals and their impact on market segmentation.
• To provide an analysis of the drivers, benefits, and barriers to market segmentation.
• To provide an analysis of the present market for mobile terminals as discussed in this report, and market forecasts to 2015.
• To identify key industry participants, their positioning in the mobile market, and approach to market segmentation.
• To provide strategic recommendations on market segmentation to companies who are active or who are considering entering into the mobile market including operators and device manufacturers.
Who needs to read this report?
• Mobile/Cellular network operators - Operators can gain further knowledge of the scope of the current market and how best to provide services and products for certain segments in order to fully capitalise on potential revenues.
• Mobile handset manufacturers - Companies can consider options of developing their product to maximise desirability for each segment, to cater for cash conscious and tech savvy segments and create a product that the consumer both needs and wants. The report also touches on niche markets and reveals the kind of markets and potential that providing for this segment might involve.
• Other Sectors - This report also deals with product development, advertising strategies, marketing departments, MVNOs and every industry sector.
Increase your understanding of this exciting market and how to retrieve the vast potential by ordering Customer Segmentation and Intelligence 2010-2015 today
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CCR Ref number: KD4R6
Table of Contents
1. Executive Summary
1.1. Evolution of the mobile industry requires a new approach to segmentation and intelligence
Figure 1.1: Market Segmentation
1.2. New segmentation opportunities
1.3. Technologies associated with market segmentation
1.4. MVNOs vs. sub-brands
1.5. Vendors and the impact of third-party brands
1.6. Handset and service customisation
1.7. Creating mobile communities
1.8. Portal strategies aimed at specific segments
1.9. Major market trends
1.9.1. Changing face of segmentation
1.9.2. Outlook for service providers
1.9.3. Significant Growth in Mobile Subscribers
1.9.4. Cost of Terminals Decreasing
1.9.5. Increased Functionality of devices
1.10. Conclusions
2. Introduction
2.1. Customer acquisition and retention difficulties
2.2. Consolidation ahead
2.3. The role of MVNO
2.4. Aims and Focus of the report
3. Strategic Overview
3.1. Market Evolution
Table 3.1: List of countries with a +100% mobile penetration rate, Q2 2010
3.2. Market direction
3.3. Market Segmentation and intelligence
3.3.1. Non-saturated markets
3.3.2. Concentrated segmentation
Figure 3.2: Single marketing mix solution
3.3.2.1. Merits of this approach
3.3.2.2. Difficulties of this approach
3.3.3. Assorted segmentation
Figure 3.2: Layered mix marketing solution
3.3.3.1. Merits of this approach
3.3.3.2. Difficulties of this approach
3.4 Segmentation opportunities and issues to consider
3.4.1. The need for flexible sub-segments
3.5. Advantages of segmentation
3.6. Mobile Virtual network operators (MVNOs)
3.7. Market Drivers
3.7.1. Benefits of market segmentation
3.7.1.1. Better product positioning
3.7.1.2. Churn reduction
3.7.1.2.1. Factors influencing churn
3.7.1.3. Customer acquisition
3.7.1.4. Customer loyalty
3.7.1.5. Fixed-mobile substitution
3.7.1.6. Increasing ARPU
3.7.1.7. Targeting high value customers
4. Terminal and market landscape
4.1. Terminals and end-user evolution
4.1.1. Mobile phone end-users
Chart 4.1: Forecast - Global mobile subscribers 2009-2015
4.2. Smartphones Forecast
4.2.1. End-users forecast
5. Operator and vendor market segmentations and intelligence
5.1 Device and service customisation overview
5.2. Producing fully customisable mobile products
5.3. Portals strategy
5.4. Operator challenges
5.5. Operator segmentation
5.5.1. Reduced terminal sales strategy
5.5.1.1. Own brand handsets
5.5.1.1.1. Smaller Operators issues
5.5.1.2. Device presentation
5.5.1.3. Future segmentation opportunities
5.5.1.4. Implementing new services market segmentation
5.5.2. Boost Mobile
5.5.2.1. Reaching the youth market through new segmentation services
5.5.2.2. Humour and marketing stunts
5.5.2.3. Financial results
Chart 5.1: Boost Mobile/Sprint Nextel prepaid wireless churn rates 2009-2010
Chart 5.2: Boost Mobile/Sprint Nextel ARPU Q1-Q2 2010
5.6. Segmentation and ARPU
5.7. Community Segmentation
5.7.1. Defining mobile communities
5.7.2. Operator objectives with user communities
5.7.3. Mobile vs. Online communities
5.7.4. Gaming
5.7.5. Blogging
5.7.6. Dating
5.8. Other segmentation choices for operators
5.8.1. Segmenting by technology
5.8.2. Segmenting by cost/price point
5.8.3. Lifestyle market segments
5.9. Terminal vendors
5.9.1. Nokia
5.9.1.1. Needs based segmentation
5.10. Terminal distribution
5.11. Multi-function vs. specialised handsets
5.12. Handset customisation and commoditisation
5.12.1. Impact of commoditisation on the mobile industry
5.12.1.1. Commoditisation and falling ASPs
5.13. Targeted segmentation
5.14. What do users look for in a handset?
5.14.1. Consumer preferences
5.14.2. Enterprise sector
5.15. Operator brands and signature devices
5.15.1. Strengthening customer loyalty through customisation
5.15.2. Stimulating data usage through brand and device personalisation
5.16. Examples of group segmentations
5.16.1. Pre-teen segment
5.17. Teenagers
5.17.1. Advantages of targeting pre-teens and teens
Chart 5.3: Global forecast -Teenage mobile spending in millions (USD) 2009-2015
Chart 5.4: Global Forecast - Teenage mobile subscribers in millions 2009-2015
Chart 5.5: Penetration of youth markets mobile phone ownership, Jan 2010
5.17.2. Pre-teens and teens in the US market
Chart 5.6: Teenage iPhone ownership 2008-2010
5.18. Operator segmentation in India
5.18.1. Airtel: reaching out to multiple segments through specialised segments and services
5.18.2. Airtel - Future segmentation strategy
5.18.3. Idea Cellular
5.18.3.1. Youth market focus
5.18.3.2. Loop Mobile
5.18.3.3. Targeting youth
5.18.4. Bharat Sanchar Nigam
5.19. Smart Communications
5.20. African Market
5.20.1. MTN in Africa
5.21. 3G service for pre-teens
5.21.1. Successfully targeting pre-teens with content and features
5.21.2. Pre-teens regulatory implications
5.21.2.1. Europe
5.21.2.2. Asia-Pacific
5.21.2.3. US
5.21.3. Social Issues
5.21.3.1. Bullying
5.21.3.2. Theft
5.21.3.3. Health consideration
5.21.4. Children's terminals
5.21.4.1. European market
5.22. Apple - segmentation approach
Chart 5.7: Mobile handsets sold, Jan-June 2010
Chart 5.8: Share of industry profits, Jan-June 2010
5.23. The Senior market
Figure 5.9: Doro PhoneEasy 409 GSM
5.23.1. Viability of the Senior segment
5.23.1.1. An untapped yet viable segment
5.23.2. Phone ownership among older consumers
5.23.3. Route to success in selling to the senior segment
5.23.3.1. Informing the elderly
5.23.3.2. Training of sales staff
5.23.4. Handsets for Seniors'
5.23.4.1. Design considerations
5.23.4.2. Operability
5.23.4.3. Functionality
5.23.4.4. Ancillaries
5.23.5. Services for Seniors'
5.23.5.1. DoCoMo's Seniors' Market strategy
Figure 5.10: Fujitsu Raku-Raku Phone 7
5.23.6. MVNOs and seniors
5.24. Ethnic Markets
5.24.1. Ethnic market usage patterns
Chart 5.11: Percentage of mobile subscribers aged between 12 and 17
Chart 5.12: Percentage of mobile subscribers who use the mobile web daily
5.24.2. US Hispanic market
5.24.2.1. Market Overview
Chart 5.13: US Hispanic Mobile Phone Users by age, Q1 2010 (millions and % of total)
5.24.2.2. Distribution of the Hispanic population
5.24.2.3. Hispanic market: socio-economic make-up
5.24.2.4. Hispanics and mobility
5.24.2.5. Cingular & AT&T
5.25. Female Market
Chart 5.14: Average monthly cellular bill cost, May 2010
Chart 5.15: % of teens that speak to their friends on their mobile phones several times a day, May 2010
Chart 5.16: Male and Female mobile social media use, May 2010
5.25.1. Reaching the female market
5.25.2. Options open to vendors
5.25.3. Third-party brands
5.26. Device customisation solutions
Figure 5.17: Gold Plated iPhone
5.27. Recipe for success
Figure 5.18: Motorola Droid 2 phone
5.28. Failed attempts at segmentation
6. MVNOs
6.1. Overview
Table 6.1: Major MVNOs, United Kingdom, 2010
Table 6.2: List of major MVNOs in North America, 2010
6.2. MVNO with a different approach
6.2.1. Targeting business users: BeyondMobile
6.3. Benefits associated with MVNO
6.4. MVNO Trends
6.4.1. MVNOs to segment on content
6.4.1.1. MNOs acquiring MVNOs
6.5. MVNOs payment methods
6.6. Regulations
6.7. Tesco Mobile
Table 6.3: Tesco Mobile Pay As You Go Tariff, October 2010
Table 6.4: Tesco Mobile Pay Monthly Tariff, October 2010
6.8. Operator responses to MVNOs treats and strategic options
6.9. Branding
Table 6.5: The world's top brands and their business case to enter the handset market
Table 6.5: Continued
7. Strategies for success
7.1. Overview
7.2. Strategies based on pricing
7.2.1. Voice and data service providers
7.3. Strategy based on service level
7.3.1. Mobile operators
7.4. Strategies based on strategic alliances
7.4.1. Solutions for operators and vendors
7.5. Strategies based on selected targeting of markets
7.5.1. Niche markets
7.5.2. Adding value to customers requirements
8. Conclusions and Recommendations
8.1. Marketing department
8.1.1. Vendor recommendations
8.1.1.1. Visibility of handsets in the marketplace
8.1.2. Operator Recommendations
8.2. Sales Department
8.3. Product Development
8.4. Market specific recommendations
8.4.1. Recommendations for the pre-teen market
8.4.1.1. Operators: Addressable challenge
8.4.1.2. Service branding in the pre-teen mobile market
8.4.1.3. Recommendations for operators
8.4.1.4. Handset Vendors: Issues to consider
8.4.1.5. Branding of terminals in the pre-teen mobile market
8.4.1.6. Recommendations for terminal vendors
8.4.1.7. Recommendation for participants in the value chain of the preteen market
8.4.1.8. Recommendations for children's brand owners
8.4.1.9. Competitive issues in pre-teen mobile market
8.4.2. Recommendation for the ethnic market
8.4.2.1. Treat ethnic groups as consumers
8.4.2.2. General recommendations
8.4.3. Recommendations for senior market segment
8.4.3.1. The case for senior market segmentation
8.4.3.2. Targeting Senior consumers
8.4.3.3. Seniors market: Technology issues
8.4.3.4. Seniors Services
8.4.3.5. MVNOs - a means of targeting the seniors market
8.4.3.6. Handset portfolios
8.5. Recommendations for terminal vendors
8.6. Time-to-market
8.7. Strengthened product portfolio
8.8. Attention to design
Companies Listed
24ct.com
Airtel
Alcatel
Apple
AT&T wireless
Best Buy
BeyondMobile
Bharat Sanchar Nigam
Bharti Cellular
Bharti Tele-Ventures
BMW
BMX
Boost
Boost Mobile
BOPL Cellular
Bouygues Telecom
BPL Mobile
BSNL
Carphone Warehouse
Cartoon Network
CBeyond
Cingular Wireless
Cisco
Coca-Cola
ComScore
Creative
Defakto group
Dell
Deutsche Telekom
Disney
Diversity Inc
Doro
EarthLink
Easytousemobiles.com
Eircell
Elisa
EMI
Ericsson
Erictric
Everything Everywhere
Extreme Mobile
Facebook
Ferrari
Firefly Mobile
Fisher Price
Flextronics
Flickr
France Télécom
Fujitsu
Gameloft
GE
Gilette
Google
GTC Telecoms
Gucci
Hasbro
Helio
Hewlett Packard
Honda
HP
HTC
Hutchison 3
IBM
Idea Cellular
Intel
Interbrand
Kaiser Family Foundation
KPN
LG Electronics
LogicaCMG
Loop Mobile
Louis Vuitton
Mango Mobile
Marlboro
McDonalds
Mercedes Benz
Microsoft
Motorola
Motricity
MTN
MTS
MySpace
NEC
Nickelodeon
Nike
Nintendo
Nokia
NTT DoCoMo
O2 Germany
O2 UK
Oni
Open Handset Alliance
Optus
Orange France
Owasys
Palm
Philips
Qualcomm
RIM
Samsung
Sharp
Siemens
SK Telecom
Sky
SMART
Smart Communications
Sony
Sony Ericsson
Sprint-Nextel
Swarovski
Symbian
Techshadez
Telecom New Zealand
Telenor
Tesco
Tesco Mobile
T-Mobile UK
T-Mobile USA
Toshiba
Toyota
Toys R Us
TTP Com
Verizon Wireless
Virgin
Virgin Mobile
Vodafone Ireland
Vodafone Japan
Vodafone Spain
Vodafone UK
Wal-Mart
Wolff Olins