Helsinki University of Technology Title: Market Segmentation Approaches in the Mobile Service Business

نویسندگان

  • Matti Uronen
  • Heikki Hämmäinen
  • Hannu Verkasalo
چکیده

helsinki university of technology abstract of the master's thesis As smartphones are becoming more common as end-user devices in mobile networks , new advanced mobile services are made accessible to a growing number of users. This broadening user base, however, exhibits a range of distinct needs, characteristics and behavior and therefore a single product or service cannot be expected to satisfy everybody equally. Market segmentation, one of the most fundamental concepts in modern marketing, means dividing heterogenous markets into smaller more homogenous segments that can be effectively served with products and services matching their unique needs. This thesis studies the segmentation of Finnish smartphone users. As a part of academic research on mobile phone usage, annual panel studies have been arranged in Finland since 2005. These studies employ a special handset-based data collection method to measure the participants' smartphone usage. In this thesis, the focus is on exploring the potential of this data collection method for market segmentation purposes based on the data from the study of 2007. After a thorough literature review, this study evaluated three exemplary market segmentation schemes. The heavy half segmentation showed potential as a simple way to identify the most valuable customers. Benefit segmentation proved to be challenging due to insufficient background data and low usage rates, but can be a useful tool for understanding user needs in the future. Person-situation segmentation expressed the effect of usage situation on mobile service consumption and is a promising topic for further research. The results of this thesis describe the strengths and weaknesses of handset-based data collection and indicate that the method has the potential to evolve into a working tool for market segmentation.

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تاریخ انتشار 2008