Cleverwood Trends Session 200905 Fab
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Transcript of Cleverwood Trends Session 200905 Fab
![Page 1: Cleverwood Trends Session 200905 Fab](https://reader038.fdocuments.in/reader038/viewer/2022102716/554d04b3b4c9052c5a8b47ea/html5/thumbnails/1.jpg)
TRENDS SESSIONS
What women want
Segmentation in Mobile - Fabian Tilmant
Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey
Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque
Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
... in Mobile?
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SEGMENTATION INMOBILE
Fabian Tilmant
Cleverwood
www.cleverwood.be/blog
+32486286190
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WE ARE ALLDIFFERENT
© Ms. Abitibi
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WE USE DIFFERENT KIND OF PHONES
© Chris Jordan
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© Chris Jordan
prepaid
postpaid
WE HAVEDIFFERENT OPERATORS & TARIFF PLANS
AND USE DIFFERENT SERVICES
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WE LOVE DIFFERENT BRANDS
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WE LOVE DIFFERENT BRANDS
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WE LOVE DIFFERENT BRANDS
![Page 9: Cleverwood Trends Session 200905 Fab](https://reader038.fdocuments.in/reader038/viewer/2022102716/554d04b3b4c9052c5a8b47ea/html5/thumbnails/9.jpg)
WE LOVE DIFFERENT BRANDS
![Page 10: Cleverwood Trends Session 200905 Fab](https://reader038.fdocuments.in/reader038/viewer/2022102716/554d04b3b4c9052c5a8b47ea/html5/thumbnails/10.jpg)
WE LOVE DIFFERENT BRANDS
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BRANDNETWORKDEVICE
THAT’S WHY WE NEEDSEGMENTATION
USER
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BRANDNETWORKDEVICE
USERSEGMENTATION
USER
SEXAGEMARITAL STATUSINCOME LEVELMEDIA CONSUMPTIONWORKING SITUATIONHOUSEHOLD COMPOSITIONBELIEFSHOBBIES
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BRANDNETWORKDEVICE
DEVICESEGMENTATION
USER
TECHNOLOGYGPS, MMS, 3G, Bluetooth…
INTERFACEScreen size, Touch screen, compass, accelerometer…
SERVICESPictures upload, (micro)blogging tool, maps…
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BRANDNETWORKDEVICE
NETWORKSEGMENTATION
USER
TARIFF PLANPrepaid, Postpaid, Automatic reload…
MOBILE OPERATOR NETWORK CAPABILITIESMMS, 3G, Location Based Services…
LOCATIONRoaming, Low network zones…
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BRANDNETWORKDEVICE
BRANDSEGMENTATION
USER
BRAND PROMISEBRAND VALUESBRAND IMAGEBRAND CULTUREBRAND PERSONALITYBRAND PRODUCT/SERVICE OFFERINGBRAND PRICINGBRAND TARGET GROUPBRAND COMPETITIVE LANDSCAPEBRAND RELATIONSHIPS
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TRENDS SESSIONS
What women want
Segmentation in Mobile - Fabian Tilmant
Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey
Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque
Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
... in Mobile?
![Page 17: Cleverwood Trends Session 200905 Fab](https://reader038.fdocuments.in/reader038/viewer/2022102716/554d04b3b4c9052c5a8b47ea/html5/thumbnails/17.jpg)
BRANDNETWORKDEVICE
BRANDS AND USERS NEED TO HAVE ANEW DEAL
USER
USER ATTENTIONUSER ENGAGEMENT
PERCEIVED VALUE
INTERACTIVITY
BRANDED UTILITY
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