ChatRap Discussion - Dynamic Segementation

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Blogged in Oct 2002 this PPT looked at how to segment the "chat" market by usage occasion. It aimed at new product development and I blogged it in June 2003 when it seemed more relevant to the …

Blogged in Oct 2002 this PPT looked at how to segment the "chat" market by usage occasion. It aimed at new product development and I blogged it in June 2003 when it seemed more relevant to the learning required to enhance collaboration with emerging social software. The target of this chat exploration was focused on determining the consumer frameworks to aid decision-making. I suspect that today a similar model could inform the mobile social market.

For more detail see http://www.henshall.com/blog/archives/000274.html

More in: Business , Technology
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  • 1. Chat Discussion – Dynamic Segmentation The opportunity for product revolution Stuart Henshall June 2003
  • 2. Background
    • Chat is to the digiworld, like the street, nightclubs, bars, restaurants, diners, bingo halls, and the PTA meeting is to the physical world.
    • Instant messaging: 59 percent of those aged 19 to 34, compared to 49 percent of those aged 35 to 54, and 45 percent of those 55 and over.
    • Chat: 47 percent of those aged 19 to 34; 37 percent of those aged 35 to 54; 31 percent of those 55 and over.
  • 3. Why is Chat a big deal now?
    • Rapid expansion- Critical Mass
    • Time- Access
    • New business opportunities
    • Service not yet a money spinner
    • Rapidly increasing functionality around voice n video….
    • Emerging promotion and marketing opportunities.
  • 4. Why Chat Evolution Becomes Real-Time
    • Peer to Peer
    • Evolving communities… becoming more real-time…
    • Well, consider this quencher: instant messaging, a kind of super e-mail that lets two or more people hold a real-time conversation online.
  • 5. Conceptual Research Objectives:
    • To provide a dynamic framework for understanding the chat /IM market, and the various need segments within it.
    • To determine the relative strengths of the various brands, how they are positioned within the market, and how they are positioned to satisfy the needs fo the various segments within it.
    • To identify what opportunities exist in the chat market for new brands / products
  • 6. Need for Dynamic Segmentation
    • Beyond typical demographics
    • More sensitive than structuring lifestyles to meet particular segment needs.
    • Overcomes assumptions and objections that an individual can only belong to one segment
    • Operates in a real-time world
    • Where individuals repertoires reflect both social conditioning and independence for choice.
  • 7. Our Dynamic Approach
    • Our approach reflects that as a market evolves and chat users become much more sophisticated they may not just have one set of Chat needs solved by CHATTING in a particular situation, but can be motivated quite differently at other times.
    • Our guess is that chatters often select and act in different occasions in the same week. They may very well approach this using different brands.
    • It affects both their Chat ROOM and IM exchanges
  • 8. Our Hypothesis:
    • there are two fundamental dynamics, which drive consumer chatting behavior.
    • First an occasion based dimension around usage, frequency, times etc
    • Second a horizontal based axis around social dynamics and orientation
  • 9. Key Dynamics: 1. Vertical Dimension traces to the usage and occasions chatters engage in
    • Represented by online time / frequency relate to the different needs that chatting satisfies. By connecting the chatter seeks to increase their enjoyment, reaching out to find new experiences building on positive individual feelings.
    Group Discussions Linking Self Actualised Connecting
    • At the other end of the spectrum, usage behavior trace to needs to fit in, socially, and communially. This represents a more introverted position using other’s words and comments to potentially counter their own insecurity or inhibitions.
  • 10. Key Dynamics: 2. Horizontal Dimension concerns how chatters satisfy social needs
    • At one end we have individual aspirations, independent early adopters, modern technology and use that pushes to the limit. They are more gregarious, more extroverted. They use everything form bots, names and chat lines to stand apart. Individually branding themselves in ways similar to an upmarket nightclub .
    Group Discussions Linking Self Actualised Connecting Independent Chaotic Dependent Structured
    • These individuals want to fit in, feel secure and hang out, They seek to belong with the crowd. More like team sports here is a greater sense of order and structure; more rules bound.
    • Thus chat enables participants to express themselves directly by projecting their identity or through others by adopting their group norms.
  • 11. Two Additional Elements: Trust/Transparency & Involvement
    • These provide an inverse interplay around the social dimension which affects our interpretation of usage/frequency occasions
      • First levels and types of Trust and Transparency in groups and between individuals
      • Second the type of involvement be it extroverted or more introverted; telling or listening, controlling or facilitating, testing or supportive…. Etc.
  • 12. Suggests Six Possible Segments High trust relationships Message Centric Low Trust Room Centric Transparency Promoting Extroverted Telling Introverted Accepting Listening Self Actualised Connecting Group Discussions Linking Dependent Ordered Independent Chaotic
  • 13. Chat Discussion Map Social Dimension Dependent Ordered Independent Chaotic Group Discussions Linking Self Actualised Connecting Introverted Accepting Listening High trust relationships Message Centric Promoting Extroverted Telling Low Trust Room Centric Transparency
  • 14. Six Segments Defined cyber sex Adults only Chat lingo Conferences availability Safe Rooms Emoticons Exploring Flirtatious Inducement Socialability Exhibitionism Habitual apollogetic Chat focus logged on Long chat session Family Web cams Public Profiles Sex Bots advertising Payment Premiums Lively IMVironments Friends List TV n Movies Quotes Broken relationships Low self-esteem Exchanges multiple messaging Friends Gamers voice name choices Explicit talk - hidden meanings dancing respect Self Actualised Connecting Group Discussions Linking Introverted Accepting Listening High trust relationships Message Centric Promoting Extroverted Telling Low Trust Room Centric Transparency
  • 15. Product / Service Opportunities cyber sex Adults only Chat lingo Conferences availability Safe Rooms Emoticons Exploring Flirtatious Inducement Socialability Exhibitionism Habitual apollogetic Chat focus logged on Long chat session Family Web cams Public Profiles Sex Bots advertising Payment Premiums Lively IMVironments Friends List TV n Movies Quotes Broken relationships Low self-esteem Exchanges multiple messaging Friends Gamers voice name choices Explicit talk - hidden meanings dancing respect Self Actualised Connecting Group Discussions Linking Introverted Accepting Listening High trust relationships Message Centric Promoting Extroverted Telling Low Trust Room Centric Transparency Commercial Interests Advertising Sponsored Session Centric Emergent Profiles