Content And Applications Add Complexity To Mobile Service Segmentation

Seamus McAteer, senior analyst for M:Metrics, has detailed a cluster analysis of the groups of people that use different mobile services — I won’t go into detail here since it’s fairly concentrated stuff, but worth going over if you’re in the industry. An example of what the analysis shows:
“The cluster analysis is illustrative of a market where services that are functionally alike appeal to different target markets. For example, the base of users of video messaging services is more similar to that for online dating services than it is with the population which used photo messaging services, which is broadly similar to the market for text messaging. The outcome of the analysis augurs for a revisiting of how operators, major publishers and others view how services should be marketed and bundled.”

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