Need based segmenting

2. Mobile Owner Profile
120.0 100.0
100.0 80.0 12.3 12.5 12.2
28.7 32.7 27.0 23.0 22.6 23.2
80.0 60.0
60.0 71.3 73.0 30.4 30.3 30.5
67.3
40.0
40.0
20.0
20.0 24.0 23.9 24.1
0.0 0.0
All India Metros NonMetro All India Metros NonMetro
15-24 25-34 35-44 45-54
Male Female
100.0
7.2 Age: 15-44
7.6
90.0 6.3
80.0
7.6
19.2
SEC: ABC
17.2
8.2
20.1
70.0 Gender: Male SkewSEC : E2
23.6 SEC : E1
60.0 24.0 24.2 SEC : D
50.0 SEC : C
10.1 SEC : B2
40.0
11.3 11.9 SEC : B1
30.0 13.5
SEC : A2
12.4
12.0 SEC : A1
20.0 12.9
11.5
10.0 10.9
10.1
0.0 6.7 5.2
All India Metros NonMetro
Source: IRS Individual Q2 2010

3. Understanding how and why customers use
their mobile devices
15-24 Y 25-34 Y 35-44 Y
Grew up with cell phone Not exposed to cell phone until
Cell phones began to infiltrate
awareness, experiencing cell adulthood
everyday life during their teen
phones as a part of their
years and early adulthood.
everyday lives
Tried and want to use more Have the most functional
Cell phones as multi-dimensional devices
technology features view of cell phones
Progressive Transitioner Conformist

4. The Progressive : Pen Portrait
Primary motivation to acquire phone :
One point access for almost all my requirements
Associated Motivation:
On the move flexibility
Key Significant differences
Mobile is all about style and image and uses all the feature on his device
Does not have a landline
He is impacted by the built up hype of mobile
Skews towards entertainment
Personal Profile
Sachin is a 22-year-old working as associate at PWC
Gurgaon.
Personal Information
15-24Y, very social. Mobile phones are a central part of their daily life and they cannot
He just started his career and is willing to grab all
imagine life without them He will pay extra for the newest technology and frequently
opportunities that come his way.
downloads apps, watches video along with surfing the net
He has 800+ in his Facebook friends list & FB acts as
his social calendar. He reads the Engadget blog online,
follows Miss Malini on twitter & lives for the pubbing Technical Information
on weekends. Technology inclined. Heavy user of data and Internet along with VAS
Will pay extra for the newest technology and frequently downloads apps, watches videos etc.
He feels the Samsung android he carries sets him in a
different league as the applications/features give him
an edge over others. His phone acts as computer, Mobile Phone Use
GPS, camera, with his life stored on it.
Consumes everything from ringtones to Augmented reality, SN, PN,
Applications , Games and Videos
Very high mobile usage, will receive coupons and promotions

5. Progressive
What is their mindset ?
But when it comes to service providers…

6. Yes definitely Yes I have two
Brand Image &
provided the offer is Opted for second
Plan
tempting for free calls
Reasons to choose Are you ready to Are you using
current service shift to a new Multiple Service
provider? service? Providers?
Yes.. 2 of them Vodafone
and Idea ,as idea gave a
Good Plan Certainly if its better free number with the
connection ”

7. Progressive
“I
my mobile Phone. It is my
lifeline to the world that matters
to me. The rest of it, I’ll live with
it. If I can’t, I’ll switch . There’s
always a cheaper option.
Everything else is the same,
anyway. Right?”

8. The Transitioner : Pen Portrait
Primary motivation to acquire phone :
Relational and professional purpose
Associated Motivation:
Access information anywhere
Key Significant differences
Personal Profile Somewhat Tech aware
Vinish is an ambitious GM, he is eager to climb up He has an additional device for personal use
the corporate ladder to CEOdom quickly. He
believes his 30’s are going to be more fruitful than
Personal Information
his 20’s. Work and life balance is important to him .Accesses mobile internet often for flight or train
He tries to stay abreast of new product launches in schedules, cricket scores and stock quotes
cars, phones, & computers. He carries two mobiles,
personal & for work. He subscribes to cricket
Will miss his phone very much if he forgets to carry it.
updates on his mobile and just learnt how to use Technical Information
the BBPIN.
Does moderate browsing and messaging , but still not using all the features of a fully
He spends a lot of time with his wife & children and loaded device
takes pictures & videos of his kids with his phone
once in a while.
He gets news alerts on his Blackberry, but he Mobile Phone Use
prefers to watch the morning & evening news.
Uses mobile for most communications, frequent texter, average internet and download user.
Likely to have two phones ( office & personal).

9. The Conformist : Pen Portrait
Primary motivation to acquire phone :
To remain connected at all times
Associated Motivation:
Mobile phones are cheaper than landline phones
Key Significant differences
Not Tech Savvy.
To remain connected is most important need
Mostly uses phone for work related purposes
Personal Information
Personal Profile
He is 35-44Y. Spending time with his family is top priority . Looks out for
Sailesh just completed 12 years with First Flight
courier.
innovative plans and offers to stretch his rupee further
Technical Information
He likes the stability of his job and providing
security to his family. He seeks value in everything Likes technology for the simplicity it brings to his life .In addition to voice uses
he buys. And would even go for a local-made brand
text but rarely access the Internet.
if it is cheaper yet looks expensive.
Mobile Phone Use
He sometimes uses the computer at home to check
emails but relies on his sons to repair the Uses either device of his choice or any other device that comes free with his
computer if it breaks down. plan. His device is always with him.

10. Voice
Core Need
 Enhanced need based  Functional  Best Plans & Offers
offerings
Key Motivation
 Customization  Good hassle free  Stretch my rupee
service further
Key Attributes
 Latest Technology  Network and Service  Innovative plans
The Progressive
by MediaCom, 00.00.0000 The Transitioner The Conformist
Presentation Title Here

11. Voice
Cluster Mobile Usage
Augmented Progressive
(Voice, VAS &
Data usage)
Transitioner
(Medium data
& VAS usage) Always uses mobile
Rarely uses mobile
Conformist
( Mainly Voice
users )
Functional
Source: Mediacom Research

12. Data Service
Core Need
 Entertainment,  Communication  Communication
Communication & & Information
Information
Usage
 Heavy  Medium  Light
Key Attribute
 Latest Technology and  Connectivity and  Plan offers that
high speed  Speed stretches his money
further
The Progressive
by MediaCom, 00.00.0000 The Transitioner The Conformist
Presentation Title Here

13. Data Service
Cluster Data Usage
Tech-Thusiasts
Progressive
(Voice, VAS &
Data usage)
Transitioner
( Voice &
Light Data User Medium data Heavy Data User
usage)
Conformist
( Mainly
Voice
usage)
Tech-Ignorant
Source: Mediacom Research

14. Smart Phones
Core Need
 Enhanced Experience  Relevant Features  Functional
Usage
 Entertainment, Information  Communication  Communication users
& Communication users and Information users
Key Attribute
 Brand Name, Phone  Product functionality  Price along with Look
feature, Technology & Price ( battery life , durability etc) and feel of the phone
along with price
The Progressive
by MediaCom, 00.00.0000 The Transitioner The Conformist
Presentation Title Here

15. Smart Phones
Cluster Smart Phone Usage
Experiential
Progressive
Transitioner
Mobile Smart Phone
User User
Conformist
Functional
Source: Mediacom Research