Segmentation of Vodafone
Vodafone segmentation
A Global segmentation has been developed and applied across all markets in the last 5 years. It covers consumer and business user segments, and in addition they have a chooser segmentation. The key challenge when doing the global segmentation was using variables which they are confident are applicable across all markets. Hence segmentation is predominantly age/lifestage, with some variables linked to attitudes to technology. A couple of segments that have been quoted by Peter Bamford (the marketing segment leader) are Young Active Funs (YAFs) and Adult Personal Users (APUs) – see others below Within Vodafone, purpose of global segmentation is very clear, to guide the development of global propositions, that will then be rolled out across the markets. A recent case of this is Simply, which has been specifically developed for APUs. It is also used to guide global communication, and experience development – see below. This approach does not preclude local micro segmentation within the markets , for more granular targeting eg CRM. In effect the segmentation works as a matrix: the columns are the global segments, and the rows are the market specific microsegments, which may go across the global segments eg high value customers, or be a sub segment of one of the global segments eg YAFs with a 3G phone In a marketplace where technology investment requirements are so high, some sort of global segmentation is critical in order to be able to ensure investment is focused on delivering to the most attractive customers
IMPACT OF SEGMENTATION at Vodafone
Vodafone has 150 million customers, but as an organization they talk about seven very distinct customer segments. Everybody in the organization understands who those customer segments are and what they want. And as they go to the market, they have very different propositions. So Vodafone Live is very much at targeted at teens and young, active, fun users. It's got every
A Global segmentation has been developed and applied across all markets in the last 5 years. It covers consumer and business user segments, and in addition they have a chooser segmentation. The key challenge when doing the global segmentation was using variables which they are confident are applicable across all markets. Hence segmentation is predominantly age/lifestage, with some variables linked to attitudes to technology. A couple of segments that have been quoted by Peter Bamford (the marketing segment leader) are Young Active Funs (YAFs) and Adult Personal Users (APUs) – see others below Within Vodafone, purpose of global segmentation is very clear, to guide the development of global propositions, that will then be rolled out across the markets. A recent case of this is Simply, which has been specifically developed for APUs. It is also used to guide global communication, and experience development – see below. This approach does not preclude local micro segmentation within the markets , for more granular targeting eg CRM. In effect the segmentation works as a matrix: the columns are the global segments, and the rows are the market specific microsegments, which may go across the global segments eg high value customers, or be a sub segment of one of the global segments eg YAFs with a 3G phone In a marketplace where technology investment requirements are so high, some sort of global segmentation is critical in order to be able to ensure investment is focused on delivering to the most attractive customers
IMPACT OF SEGMENTATION at Vodafone
Vodafone has 150 million customers, but as an organization they talk about seven very distinct customer segments. Everybody in the organization understands who those customer segments are and what they want. And as they go to the market, they have very different propositions. So Vodafone Live is very much at targeted at teens and young, active, fun users. It's got every