My personal slides

1. TRENDS SESSIONS
What women want ... in Mobile?
 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

2. SEGMENTATION IN
MOBILE
Fabian Tilmant
Cleverwood
www.cleverwood.be/blog
+32486286190

3. WE ARE ALL
DIFFERENT
© Ms. Abitibi

4. WE USE
DIFFERENT KIND OF PHONES
© Chris Jordan

5. postpaid
prepaid
WE HAVE
DIFFERENT OPERATORS & TARIFF PLANS
AND USE DIFFERENT SERVICES
© Chris Jordan

6. WE LOVE
DIFFERENT BRANDS

7. WE LOVE
DIFFERENT BRANDS

8. WE LOVE
DIFFERENT BRANDS

9. WE LOVE
DIFFERENT BRANDS

10. WE LOVE
DIFFERENT BRANDS

11. THAT’S WHY WE NEED
SEGMENTATION
USER DEVICE NETWORK BRAND

12. USER
SEGMENTATION
SEX
AGE
MARITAL STATUS
INCOME LEVEL
MEDIA CONSUMPTION
WORKING SITUATION
HOUSEHOLD COMPOSITION
BELIEFS
HOBBIES
USER DEVICE NETWORK BRAND

13. DEVICE
SEGMENTATION
TECHNOLOGY
GPS, MMS, 3G, Bluetooth…
INTERFACE
Screen size, Touch screen, compass, accelerometer…
SERVICES
Pictures upload, (micro)blogging tool, maps…
USER DEVICE NETWORK BRAND

14. NETWORK
SEGMENTATION
TARIFF PLAN
Prepaid, Postpaid, Automatic reload…
MOBILE OPERATOR NETWORK CAPABILITIES
MMS, 3G, Location Based Services…
LOCATION
Roaming, Low network zones…
USER DEVICE NETWORK BRAND

15. BRAND
SEGMENTATION
BRAND PROMISE
BRAND VALUES
BRAND IMAGE
BRAND CULTURE
BRAND PERSONALITY
BRAND PRODUCT/SERVICE OFFERING
BRAND PRICING
BRAND TARGET GROUP
BRAND COMPETITIVE LANDSCAPE
BRAND RELATIONSHIPS
USER DEVICE NETWORK BRAND

16. TRENDS SESSIONS
What women want ... in Mobile?
 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

17. BRANDS AND USERS NEED TO HAVE A
NEW DEAL
USER ATTENTION
USER ENGAGEMENT
INTERACTIVITY
BRANDED UTILITY
PERCEIVED VALUE
USER DEVICE NETWORK BRAND

18. QUESTIONS ?
THANK YOU !
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Television and emerging
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