TRENDS SESSIONS
What women want
Segmentation in Mobile - Fabian Tilmant
Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey
Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque
Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
... in Mobile?
SEGMENTATION INMOBILE
Fabian Tilmant
Cleverwood
www.cleverwood.be/blog
+32486286190
WE ARE ALLDIFFERENT
© Ms. Abitibi
WE USE DIFFERENT KIND OF PHONES
© Chris Jordan
© Chris Jordan
prepaid
postpaid
WE HAVEDIFFERENT OPERATORS & TARIFF PLANS
AND USE DIFFERENT SERVICES
WE LOVE DIFFERENT BRANDS
WE LOVE DIFFERENT BRANDS
WE LOVE DIFFERENT BRANDS
WE LOVE DIFFERENT BRANDS
WE LOVE DIFFERENT BRANDS
BRANDNETWORKDEVICE
THAT’S WHY WE NEEDSEGMENTATION
USER
BRANDNETWORKDEVICE
USERSEGMENTATION
USER
SEXAGEMARITAL STATUSINCOME LEVELMEDIA CONSUMPTIONWORKING SITUATIONHOUSEHOLD COMPOSITIONBELIEFSHOBBIES
BRANDNETWORKDEVICE
DEVICESEGMENTATION
USER
TECHNOLOGYGPS, MMS, 3G, Bluetooth…
INTERFACEScreen size, Touch screen, compass, accelerometer…
SERVICESPictures upload, (micro)blogging tool, maps…
BRANDNETWORKDEVICE
NETWORKSEGMENTATION
USER
TARIFF PLANPrepaid, Postpaid, Automatic reload…
MOBILE OPERATOR NETWORK CAPABILITIESMMS, 3G, Location Based Services…
LOCATIONRoaming, Low network zones…
BRANDNETWORKDEVICE
BRANDSEGMENTATION
USER
BRAND PROMISEBRAND VALUESBRAND IMAGEBRAND CULTUREBRAND PERSONALITYBRAND PRODUCT/SERVICE OFFERINGBRAND PRICINGBRAND TARGET GROUPBRAND COMPETITIVE LANDSCAPEBRAND RELATIONSHIPS
TRENDS SESSIONS
What women want
Segmentation in Mobile - Fabian Tilmant
Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey
Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque
Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
... in Mobile?
BRANDNETWORKDEVICE
BRANDS AND USERS NEED TO HAVE ANEW DEAL
USER
USER ATTENTIONUSER ENGAGEMENT
PERCEIVED VALUE
INTERACTIVITY
BRANDED UTILITY
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