A Brave New World: Using Anywhere as a Competitive Differentiator for Consumer Markets
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A Brave New World: Using Anywhere as a Competitive Differentiator for Consumer Markets

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Yankee Group Analyst Joshua Martin discusses the Anywhere Consumer segmentation and how the emergence of ubiquitous connectivity is transforming consumer behavior.

Yankee Group Analyst Joshua Martin discusses the Anywhere Consumer segmentation and how the emergence of ubiquitous connectivity is transforming consumer behavior.

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A Brave New World: Using Anywhere as a Competitive Differentiator for Consumer Markets Presentation Transcript

  • 1. The Anywhere Consumer Joshua Martin October 2008 © Copyright 2008. Yankee Group Research, Inc.©All rights reserved. Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation www.yankeegroup.com 1 Month and Year Page
  • 2. What Is Anywhere? Our vision for how the emergence of ubiquitous connectivity transforms consumers, enterprises and the world we live in. Navigating this transformation is Yankee Group’s sole focus. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 2
  • 3. Connectivity Sparks • A common network • Broadband demand • Wireless ubiquity These are forming the Anywhere Network © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 3
  • 4. The Global Scope of Anywhere’s Impact New kinds of consumers New kinds of devices New kinds of connections New ecosystems © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 4
  • 5. Agenda • The Importance of Anywhere • Anywhere Consumer Segmentation • The Rules of Anywhere • The Evolution of Anywhere • Marketing to the Anywhere Consumer • Conclusions and Recommendations © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 5
  • 6. We Live in a Converged World Devices to Watch Video On Sources of Content © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 6
  • 7. Methodology • Source: – Yankee Group Anywhere Consumer: Penetration and Usage Survey • Fielded: – April 2008 • Conducted: – Online with phone supplements • Respondents: – 4,000+ • Segments: – Created through SPSS Cluster Analysis © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 7
  • 8. The Road to Anywhere © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 8
  • 9. The Segments An Overview • Actualized Anywheres are the most Anywhere. • Outlet Jockeys are Anywhere on the go, but not at home. • Digital Shut-ins are somewhere at home. • Technophytes are later adopters driven by price cuts. • Analogs are uninterested in technology and will grudgingly be pulled along—eventually. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 9
  • 10. Meet the Segments © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 10
  • 11. Anywhere’s Real World Impact © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 11
  • 12. Anywhere’s Real World Impact © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 12
  • 13. Anywhere’s Real World Impact © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 13
  • 14. Anywhere’s Real World Impact © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 14
  • 15. Anywhere’s Real World Impact © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 15
  • 16. A Day in the Life… Actualized Anywhere Analog 7:00 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 16
  • 17. A Day in the Life… Actualized Anywhere Analog 7:00 8:30 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 17
  • 18. A Day in the Life… Actualized Anywhere Analog 7:00 8:30 10:00 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 18
  • 19. A Day in the Life… Actualized Anywhere Analog 12:00 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 19
  • 20. A Day in the Life… Actualized Anywhere Analog 12:00 3:00 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 20
  • 21. A Day in the Life… Actualized Anywhere Analog 12:00 3:00 5:00 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 21
  • 22. A Day in the Life… Actualized Anywhere Analog 6:30 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 22
  • 23. A Day in the Life… Actualized Anywhere Analog 6:30 8:30 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 23
  • 24. Why the Segments Matter Actualized Anywheres The segmentation are the highest ARPU provides an opportunity subscribers but are to determine the perfect also the least loyal. gift for each segment. Digital Shut-ins are poised to increase their at-home ARPU by subscribing to advanced services. Technophytes tend to adopt technology Analogs present a 3 to 4 years after the long-term solution early adopters. for aging subsidized pay-TV technology. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 24
  • 25. The Future of the Segments Actualized Outlet Digital Technophytes Analogs Anywheres Jockeys Shut-ins WiMAX/LTE Bring Lower smart Make them Subsidize, Anywher phone prices thought leaders subsidize, e home subsidize Embedded Better Lifestyle Price cuts Let them connectivity bundles enhancements disperse in CE © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 25
  • 26. Device Ownership by Segment AA: 60% OJ: 45% DSI: 35% Tech: 18% Analog: 7% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 26
  • 27. Device Ownership by Segment Own Buy AA: 82% 5% OJ: 95% 4% DSI: 75% 6% Tech: 45% 8% Analog: 18% 4% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 27
  • 28. Device Ownership by Segment AA: 92% OJ: 89% DSI: 83% Tech: 82% Analog: 48% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 28
  • 29. Device Ownership by Segment AA: 67% OJ: 48% DSI: 51% Tech: 33% Analog: 24% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 29
  • 30. Intention to Buy by Segment © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 30
  • 31. Intention to Buy by Segment AA: 5.0% OJ: 1.5% DSI: 0.5% Tech: 2.2% Analog: 0.8% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 31
  • 32. Intention to Buy by Segment AA: 7.3% OJ: 1.0% DSI: 0.2% Tech: 0.3% Analog: 0.1% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 32
  • 33. Intention to Buy by Segment AA: 8% OJ: 5% DSI: 4% Tech: 4% Analog: 1% © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 33
  • 34. Identifying, Understanding and Selling Anywhere © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 34
  • 35. Getting the Message Right Actualized Outlet Digital Technophytes Analogs Anywheres Jockeys Shut-ins You can’t buy Fit hundreds of Bring your The newest way No need to a paperback paperbacks in entire library to read books clutter up when you’re your backpack anywhere and newspapers your house sitting on a bus with many books! © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 35
  • 36. Getting the Message Right Actualized Outlet Digital Technophytes Analogs Anywheres Jockeys Shut-ins You can’t buy a Fit hundreds of Bring your The newest way No need to paperback paperbacks in entire library to read books clutter up when you’re your backpack anywhere and newspapers your house sitting on a bus with many books! For your many To replicate the For the Your new laptop Use your devices portable ultimate is useless laptop experience at at-home without it anywhere home convenience © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 36
  • 37. Ye Rules of Anywhere Consumers The Five Commandments 1. Anywhere Consumers carry several intelligent connectable devices. 2. Anywhere Consumers use broadband wherever they go, through a variety of means. 3. Anywhere Consumers use technology to get their entertainment wherever they are. 4. Anywhere Consumers define community for themselves, regardless of geography, and they join communities. 5. Anywhere Consumers choose technology based on task scenario, not the subscriptions they happen to have. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 37
  • 38. Ye Rules of Anywhere Consumers The Five Commandments Now Four More 1. Anywhere Consumers carry several 6. Anywhere Consumers are Anywhere, intelligent connectable devices. even at home. 7. Anywhere Consumers use their devices 2. Anywhere Consumers use broadband to the fullest. wherever they go, through a variety of means. 8. Anywhere Consumers pay to play. 3. Anywhere Consumers use technology to get 9. Anywhere Consumers value their entertainment wherever they are. Anywhereness. 4. Anywhere Consumers define community for themselves, regardless of geography, and they join communities. 5. Anywhere Consumers choose technology based on task scenario, not the subscriptions they happen to have. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 38
  • 39. Recommendations • CE Manufacturers – Start embedding connectivity into devices – Expand the ecosystem beyond or into the home – Offer a unified experience • Carriers – Open up networks – Make connectivity easy • Content Owners – Put Content onto all devices – Loosen restrictions on content © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 39
  • 40. Q&A © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 40
  • 41. Thank You Joshua Martin Vice President Senior Analyst JoshuaMartin@yankeegroup.com Come and visit us at one of our upcoming events For schedules, please or tune in to one of our free webinars. visit our web site: www.yankeegroup.com © Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 41