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A Study Segmentation Targeting and Positioning and Positioning Strategies for Smartphone Marketing with Reference to Samsung and Apple

By | July 2013
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Smartphone’s Customer Segmentation and Targeting:
Defining market segment for different type of mobile service providers

Date: Author: Student Nr: Course:

February 2012 Fadly Hamka 4073304 MOT2910 – Msc Thesis Project

Graduation Committee Chairman: Prof. Yao-Hua Tan (Delft University of Technology) Prof. Dr. W.A.G.A (Harry) Bouwman (Delft University of Technology) st 1 supervisor: Dr. Ir. G.A. (Mark) de Reuver (Delft University of Technology) 2nd supervisor: Dr. Ir. M. Kroesen (Delft University of Technology) Program: Section: Management of Technology (MOT) Information and Communication Technology (ICT)

Faculty of Technology, Policy and Management, Delft University of Technology

Smartphone’s Customer Segmentation and Targeting: Defining market segment for different type of mobile service providers Page

Abstract
In recent years, mobile service usage increase rapidly following the emerging use of smartphone technology by the mobile users. The increase use of mobile service poses challenge for actors in mobile ecosystem to constantly meet the dynamic change of needs and requirement of mobile users. Through market segmentation, actors such as network operator, handset manufacturer, and application provider are able to distinguish behavior usage or preferences on mobile services for each market segment and use this information to design or offer specific product that meet the behavior or preferences of the user in each market segment. This paper explores the use of market segmentation on the perspective of actors in mobile ecosystem which are network operator, handset manufacturer and application provider. Furthermore, this paper also explores the interaction that may exist between each actor by analyzing the relation between the resulted segments of each perspective. Our findings show that the resulted market segment can be identified based on their level of voice, SMS and data usage and also based on their application usage behavior. Related to...

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