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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 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