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A people-based telecom business
Breathing new life into segmentation strategies
A people-based telecom business Breathing new life into segmentation strategies The principles of segmentation – splitting a market or a customer base into segments that behave or purchase differently, to tailor approach and pricing appropriately – remain true today but, in an age where so many people are online, techniques have evolved considerably.
This report, produced in collaboration with Facebook, explores the potential of a moment-based approach, whereby people are categorised according to who they are and what they are experiencing in life like rather than characteristics largely determined at birth. Mobile manufacturers and operators could be some of the first to benefit from the next segmentation’s evolution.
This report, produced in collaboration with Facebook, reveals that:
- There is significant variance in behaviour, desire and purchasing intent of customers that sit within the same traditional demographic segments
- Mothers behave differently online to women without children in terms of activity on Facebook, consumed content and their potential influence
- A moment-based segmentation could hold the key to understanding how major life changes impact key decisions
Within this report we propose a lean approach and practical steps to experiment and apply this new segmentation. Those quickest to master this stand to benefit from both better maintenance of their customer base and more effective customer acquisition.