The document discusses segmenting the internet market in Cameroon. It defines internet market segmentation and target market. Possible traditional segments include geographic, demographic, psychographic, and behavioral factors. Local realities suggest also considering gender, price, interests, location, religion, income, and household size. The market could be segmented into students/children, adults, professionals, and corporations. Further segmentation is proposed into four target groups: Home Riders, Generational Adventurers, Transit Masters, and Hot Sellers. Each group has different needs and motivations for internet usage.

1. INTERNET MARKET SEGMENTATION:
THE CASE OF CAMEROONS’ INTERNET MARKET.
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2. HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOME
LOCAL REALITIES.
Definitions:
• Internet Market segmentation is a classification of potential private or
corporate customers by one or more characteristics, in order to identify groups
of customers, with common characteristics and needs.
• Internet Target Market is a group of internet customers that the business
has decided to aim its marketing efforts and ultimately its merchandise.
Aim:
To easily define a marketing mix strategy for product, distribution, promotion and
price that builds the internet service in a fashion that satisfy the internet target market.
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3. HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOME
LOCAL REALITIES.
Possible Traditional Internet segments:
• Geographic segmentations, addresses (their location)
• Demographic / socio-economic segmentation (gender, age, income, occupation, education,
household size, and stage in the family life cycle)
• Psychographic segmentation (similar attitudes, values, and lifestyles)
• Behavioural segmentation (occasions, degree of loyalty)
On the other hand, our local realities show that we can better segment the internet market base on
other parameters that takes spending to consideration. This may include:
• Gender
• Price
• Interests
• Location
• Religion
• Income
• Size of Household
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4. HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOME
LOCAL REALITIES.
Local Realities:
For the complexities that may arise segmenting the Local internet market
on the bases of the defined parameters above, it may serve time, purpose and cost
to merge and correlate traditional segmentation with local realities to come out
with target groups that address our case.
These segments could be mitigated to form target groups that may include
amongst others:
1.Students and children whose use of the internet is more directed to knowledge
gain and socialising through social networks.
2.Adults whose use of internet is to communicates.
3.Professionals whose use of internet is to compliment work at home or out of
office.
4.Corporate bodies whose use is associated with general corporate operations.
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5. HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOME
LOCAL REALITIES.
Target group one, two and three may be considered for Mass Internet Market.while
four will be considered independently for corporate internet market.
Each segment is defined by the on-line behaviour of its members—traits such as the
amount of time they actively spend on-line, the number of pages and sites they
access, the time they spend actively viewing each page, and the kinds of sites they
visit.
The challenge is that each of these segments has different needs, so marketers must
distinguish among the segments their sites attractions and match their site strategies
to the needs of the targeted segments.
The local mass market base on the above segmentation assumptions could be
further identified as Home Riders, Generational adventurers, Transit masters and
Hot sellers
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6. CASE STUDY: PROPOSED SEGMENTATION OF
INTERNET MARKET
This market segment are internet users who will like to remain at home
Segment 1: and browse the www. They will use home computers and personal
Home Riders.
laptops. In most cases, these laptops have high speed processors
The service here tend to attract middle and upper level professionals
who may like to take work at home.
Here, price offered by service providers may not necessary be a
problem. Rather, service reliability and efficiency may be the issue that
matters for the client to decide on which service provider to chose.
Primary Motivation: •Privacy
•Status
•Nostalgia about home
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7. CASE STUDY: PROPOSED SEGMENTATION OF
INTERNET MARKET
This market segment include internet users who depend on sponsors
for their income. They will like to browse the www from home with
Segment 2: use of home computers and personal laptops. The common
characteristics of these computers is that the are imported second
Generational handed computers that may not have high speed RAMs and
adventurers. processors.
The customers here will typically include Children in middle and
upper class income families who have the opportunity to adventure
over the net.
Finally, it will include students that will prefer to carry out online
research on particular topics of interest on the www.
Price of the internet service here may be a major determinant for
purchase decisions.
•Gain Knowledge
Primary Motivation:
•Enhance fun with the rest of the world.
•Affiliations
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8. CASE STUDY: PROPOSED SEGMENTATION OF
INTERNET MARKET
This market segment are internet users who are professionals for
Segment 3: corporate bodies that are always out of office for missions and will like
Transit Masters.
to remain connected to www. They will use advanced corporate laptops.
The service here tend to attract professionals who may not directly be
responsible for the internet bills. This implies that price may not
necessarily be an issue for the decision to use the service provider. How
ever, a decision will be got base on reliability, efficiency of service
providers and connectivity in terms of network coverage.
Primary Motivation: •Status
•Work cautiousness
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9. CASE STUDY: PROPOSED SEGMENTATION OF
INTERNET MARKET
Customers in this segment will typical operate what is locally called cyber
café. They are not corporate in nature but they subscribe fast internet
services to retail to clients who may equally fall in the segments identified
Segment 4:
above. In most cases, they will use computers with high speed
Hot sellers.
.
processors. They will equally have standby technicians to verify any
failure in connectivity.
Common characteristic here is that a majority of users will not like
service providers to trace their identity. Ethically this may not be correct
as it provide home for scamming or mass internet crimes.
Price may or may not necessarily be an issue depending on the broker
for the decision to use the service provider. How ever, a decision will be
got base on reliability, efficiency of service providers and connectivity to
ensure customer satisfaction.
•Businessprofit
Primary Motivation: •Customer satisfaction
•Hidden identity
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10. Yes, we could meet the Cameroon internet dream
by making internet services available and affordable
to the masses with a difference.
“the best is around you”
THANK YOU
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