TRENDS SESSIONS

What women want ... in Mobile?

   Segmentation in Mobile - Fabian Tilmant

 Mobile usage: what women d...
SEGMENTATION IN
                                 MOBILE




Fabian Tilmant
Cleverwood
www.cleverwood.be/blog
+32486286190
WE ARE ALL
                DIFFERENT




© Ms. Abitibi
WE USE
                 DIFFERENT KIND OF PHONES




© Chris Jordan
postpaid
                  prepaid
                               WE HAVE
     DIFFERENT OPERATORS & TARIFF PLANS
        ...
WE LOVE
DIFFERENT BRANDS
WE LOVE
DIFFERENT BRANDS
WE LOVE
DIFFERENT BRANDS
WE LOVE
DIFFERENT BRANDS
WE LOVE
DIFFERENT BRANDS
THAT’S WHY WE NEED
                      SEGMENTATION




USER   DEVICE      NETWORK   BRAND
USER
                               SEGMENTATION
SEX
AGE
MARITAL STATUS
INCOME LEVEL
MEDIA CONSUMPTION
WORKING SITUATION
H...
DEVICE
                                                  SEGMENTATION
TECHNOLOGY
         GPS, MMS, 3G, Bluetooth…
INTERFA...
NETWORK
                                                  SEGMENTATION
TARIFF PLAN
         Prepaid, Postpaid, Automatic r...
BRAND
                                   SEGMENTATION
BRAND PROMISE
BRAND VALUES
BRAND IMAGE
BRAND CULTURE
BRAND PERSONALI...
TRENDS SESSIONS

What women want ... in Mobile?

   Segmentation in Mobile - Fabian Tilmant

 Mobile usage: what women d...
BRANDS AND USERS NEED TO HAVE A
                          NEW DEAL
USER ATTENTION
USER ENGAGEMENT



          INTERACTIVI...
QUESTIONS ?
THANK YOU !

                                                            Cleverwood is your New Media
        ...
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Cleverwood Trends Session 200905 Fab

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Cleverwood Trends Session 200905 Fab

  1. 1. TRENDS SESSIONS What women want ... in Mobile?  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
  2. 2. SEGMENTATION IN MOBILE Fabian Tilmant Cleverwood www.cleverwood.be/blog +32486286190
  3. 3. WE ARE ALL DIFFERENT © Ms. Abitibi
  4. 4. WE USE DIFFERENT KIND OF PHONES © Chris Jordan
  5. 5. postpaid prepaid WE HAVE DIFFERENT OPERATORS & TARIFF PLANS AND USE DIFFERENT SERVICES © Chris Jordan
  6. 6. WE LOVE DIFFERENT BRANDS
  7. 7. WE LOVE DIFFERENT BRANDS
  8. 8. WE LOVE DIFFERENT BRANDS
  9. 9. WE LOVE DIFFERENT BRANDS
  10. 10. WE LOVE DIFFERENT BRANDS
  11. 11. THAT’S WHY WE NEED SEGMENTATION USER DEVICE NETWORK BRAND
  12. 12. USER SEGMENTATION SEX AGE MARITAL STATUS INCOME LEVEL MEDIA CONSUMPTION WORKING SITUATION HOUSEHOLD COMPOSITION BELIEFS HOBBIES USER DEVICE NETWORK BRAND
  13. 13. DEVICE SEGMENTATION TECHNOLOGY GPS, MMS, 3G, Bluetooth… INTERFACE Screen size, Touch screen, compass, accelerometer… SERVICES Pictures upload, (micro)blogging tool, maps… USER DEVICE NETWORK BRAND
  14. 14. NETWORK SEGMENTATION TARIFF PLAN Prepaid, Postpaid, Automatic reload… MOBILE OPERATOR NETWORK CAPABILITIES MMS, 3G, Location Based Services… LOCATION Roaming, Low network zones… USER DEVICE NETWORK BRAND
  15. 15. BRAND SEGMENTATION BRAND PROMISE BRAND VALUES BRAND IMAGE BRAND CULTURE BRAND PERSONALITY BRAND PRODUCT/SERVICE OFFERING BRAND PRICING BRAND TARGET GROUP BRAND COMPETITIVE LANDSCAPE BRAND RELATIONSHIPS USER DEVICE NETWORK BRAND
  16. 16. TRENDS SESSIONS What women want ... in Mobile?  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
  17. 17. BRANDS AND USERS NEED TO HAVE A NEW DEAL USER ATTENTION USER ENGAGEMENT INTERACTIVITY BRANDED UTILITY PERCEIVED VALUE USER DEVICE NETWORK BRAND
  18. 18. QUESTIONS ? THANK YOU ! Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels. And tweets down here Summary over here Videos will be right there Pic’swillbehere Slideswill up Cleverwood is a trademark of Fair Wood Ventures sprl/bvba

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