Implementing a segmented strategy: Industry Report

Implementing a segmented strategy

Product Type: Market Research Report
Published by: Ovum Plc
Published: April 2007
Product Code: R464-502

Description

Implementing a highly segmented approach to tariffs, products and services can be rewarding for mobile operators. This is particularly true for those in mature markets, where segmentation can divide up large subscriber bases into smaller groups that are easier to understand and cater for. This report gives an introduction to different segmentation strategies and studies the potential benefits and risks for mobile operators employing a highly segmented strategy.

Table of Contents

Key messages: Mature mobile markets are different to emerging markets; A highly segmented approach can be rewarding; -Highly segmented bank offerings; Different paths for MNOs towards providing more segmented offerings; Orange’s Animal tariffs; The sub-brand approach may be more suitable for some MNOs; SK Telecom’s segmentation strategy; Many risks involved with change

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