Cleverwood Trends Session 200905 Fab

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  • 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. SEGMENTATION IN MOBILE Fabian Tilmant Cleverwood www.cleverwood.be/blog +32486286190
  • 3. WE ARE ALL DIFFERENT © Ms. Abitibi
  • 4. WE USE DIFFERENT KIND OF PHONES © Chris Jordan
  • 5. postpaid prepaid WE HAVE DIFFERENT OPERATORS & TARIFF PLANS AND USE DIFFERENT SERVICES © Chris Jordan
  • 6. WE LOVE DIFFERENT BRANDS
  • 7. WE LOVE DIFFERENT BRANDS
  • 8. WE LOVE DIFFERENT BRANDS
  • 9. WE LOVE DIFFERENT BRANDS
  • 10. WE LOVE DIFFERENT BRANDS
  • 11. THAT’S WHY WE NEED SEGMENTATION USER DEVICE NETWORK BRAND
  • 12. USER SEGMENTATION SEX AGE MARITAL STATUS INCOME LEVEL MEDIA CONSUMPTION WORKING SITUATION HOUSEHOLD COMPOSITION BELIEFS HOBBIES USER DEVICE NETWORK BRAND
  • 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. 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. 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. 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. BRANDS AND USERS NEED TO HAVE A NEW DEAL USER ATTENTION USER ENGAGEMENT INTERACTIVITY BRANDED UTILITY PERCEIVED VALUE USER DEVICE NETWORK BRAND
  • 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