1.A Introductions :
The last decade has seen an unprecedented growth not only in the practice of business processes. But also in Marketing fields. Practically mobile phones industry and the marketing mind in this area. However, this report is trying to do something Useful to know more and more. It has aimed to outline the mobile phones industry & its consumers in the U.K .within a segmentation variables: geographic ,demographic, geodemographic, behaviour segmentations. Also implementation of segmentations includes businesses awareness to know usage rate with increase in temporary contracts phenomena.
1. B .THE MAIN RESEARCH’S QUASTIONS:
The main Questions in this research is as the followed :
-Description the different types of Mobile phones in U.K offered within this market.
- Identify the types of Mobile phones customer that each of the products with the range is aimed at. In particular describe how the market is segmented by: age, income, social life , lifestyle, family status, spending patterns ,other method
-Identify how different products in Mobile phones markets are designed to appeal to these different target groups.
-Look out for and explain any new trends in the market, which might create new segments in the future .
1.C .How will be answered these Qs?
This report will be done by Examine one of the main products in mobile phone markets . But at the first will be discussed the functions of mobile’s industry which will be chosen generally ,and will be referred to kind of explanation to Description the different types of Mobile phones in U.K, then will be explained more about the main reasons which based on this functions . then will be cerebrated the most effect .In the end will be talked about the final summary for all these factors and my view .
2.A-Description the different types of Mobile phones in U.K offered within this market.
A series of features makes the mobile telecommunications industry an in interesting field of investigation for economists; the industry is experiencing very fast market growth combined with rapid technological change. So there are many types of Mobile phone’s world but the most desirable mobile phone on the market right now:
Apple/iPhone 3G:
iPhone is the mean product for Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics and software products .
Place: The retail store, online store, Users: i Phone has still more great features for business users as well as other users., Price: £479.99 new- £689.99 new as well as other kinds of mobile phonoe
The evolution of national markets for cellular mobile telecommunications services.
According to Harald Gruber (Pricing in the mobile telecommunications markets is intimately linked with the evolution of market structure. So the price setting in mobile telecommunications industry is based only slightly on cost and is designed rather to exploit market power[2].
2.B .the types of Mobile phones customer that each of the products with the range is aimed at. In particular describe how the market is segmented by: age, income, social life , lifestyle, family status, spending patterns ,other method
Successfully, the growth of mobile communication services is focusing greater attention on how mobile communication relates to the internet & electronic commerce.[3] and how mobile relates to fixed networks . So The Mobile phone customer in this case a proximately from business & young people
Based on this analysis, services such as SMS create such a complexity. So there many advantages in Mobile technologies . There what called (Mobile Business) which means that Mobile technology as a special technology improves efficiency in customer meeting. Mobile technology as a tool has enabled people to contact with the office for employees engaged in official travel[4].B2B,C2C,C2B,C2B.
many research questions are based on the Identification of a problematic area of practice where are disagreements about what is to be done and what is the cause of the problem in the first place.
it is possible to characterize marketing methods in more detail by considering how marketer are working through the Product life cycle, Relationship marketing, Target market, Consumers,, Marketing Research.
A lot of people has thought that there are several significant issues such as :
· What makes mobile different?
· Development and design issues, including interface and an ability affecting on consumer's strategy
· maximizing the strength of the Mobile Phone.
· Challenges, such as data costs and network speeds, consumer education, a lack of standards.
· Where will mobile be in next three years?
But what more is that the Mobile Internet is more important than others, its different services relative to data systems.
The types of mobile phone can be formed in many segmentation variable such as Geographic, Demographic , Geodemographic, Psychographic, Behavioral segmentations and Marketing thinking can be analyzed within & through marketing strategy of marketing mix. And to what extant these people need to use this products(heavy, medium, light)
Notes:
1. Marketing activities in mobile phone markets are carried out by all employees and all others who influence an organization's customer relations directly or indirectly, irrespective of which organizational unit they belong to ;they’re carried out both with own personal and out side support.
2. Marketing & sales departments in mobile phone markets aren’t able to handle more than a limited portion of Marketing as its staff can’t be at the right place at the right time with the right customer contact.
2.D. The different products in Mobile phones markets are designed to appeal to these different target groups.
Identifying specific market & The target groups within this market not easy at all, specially with discussing the main factors, but will considered that as a big challenge. Will be delivered element product in business & Marketing world. Will be talked about mobile phone industry that is the primary function of marketing management for many smaller companies. For example, a manufacturer of mobile phone industry would not randomly market its product to the entire U.K. population. Instead, it would conduct market research, using tools such as demographic reports, market surveys, and trade shows, to determine which customers would be most likely to purchase its offerings. It could then more efficiently spend its limited resources in an effort to persuade members of its target groups to buy.
A target market is a group of customers with similar needs that forms the focus of a company's marketing efforts. Similarly, target marketing involves tailoring the company's marketing efforts to appeal to a specific group of customers. Selecting target markets is part of the process of market segmentation—dividing an overall market into key customer subsets, or segments, whose members share similar demographic characteristics and needs. Demographic characteristics that are analyzed for target marketing purposes include age, income, geographic origins and current location, ethnicity, marital status, education, interests, level of discretionary income, net worth, home ownership, and a host of other factors. The company then selects from among these segments the particular markets it wishes to target. "Small businesses that identify the needs of specific target markets—existing and potential customers who are the focus of marketing efforts—and work to satisfy those needs, are more effective marketers,"
Table 1.1
Descriptors
marketing variables
The offering
Product ( mobile phone , packaging, brand, price and service)
Method/tools
distribution channels, personal selling, advertising, sales promotion Publicity
1.2 4Ps in these process :
Mix variable or element
Description
Product
traditionally it can be considered as a collection of features & benefits
That provide customer satisfaction.
Price
price reflects more than the economic cost of producing the
Promotion
Place
here the full range of marketing communication activities is Considered , including :advertising ,direct marketing, face to face ,Selling, public relations, sales promotion, e- marketing
this covers location, distribution channels and logistics
1.The economics of Mobile telecommunications written by Harald Gruber
2. The economics of Mobile telecommunications written by Harald Gruber 222
3.Mobile phone: pricing structures & trends, information society. 8
in fact, there new orientations to make new products or trends in mobile phone markets, which create new segments in the future. But in dead, the imaginations are open in this area, It is suitable to focus on one personality type with particular personality design, but actually with a little creativity that can be effaced negatively
These different products are designed to appeal to these different target groups[1], nevertheless there are plenty of people in the world who shop by price alone, and for them you need to offer specials and discounts. Make it easy for them to buy so they don't wander off and find your products/services cheaper.
Age:
Therefore young target groups (18 to 29) are the main focus of mobile Marketing. Consequently, industries that appeal to this modern, high-spending and entertainment-driven target group are ground-breakers in mobile markets.
According to a study by the German company Proximity, there are mobile campaigns directed at target groups between 30 and 39. Because some products do appeal to middle age people who have complex smart phones and who are increasingly confident at dealing with the new technology.
Adolescent segment: Heavy users of entertainment services
The relative importance of transactional services decrease dramatically for the 18 and under age segment, the adolescent segment. Whereas, in general, transactional services were the most appealing ones, the adolescent lead-segment does not see their value. Whereas 63% 0f the potential target group stated that they would certainly use an e-mail services, only 25% of adolescent felt similarly.
Pure infotainment services do not appeal to the adolescent segment, but there are striking results when we look at the adolescent demand for entertainment services, about 50% of the adolescent would consider using services related to .for example sport results.
Keeping in mind that the adolescent segment composes of heavy users of SMS, Those services in demand relate strongly to leisure time.
As a lead-segment, adolescent open up the way for other segments. Adolescents show how easily technology can be used and in the best case they even educate other segments in using mobile phone & SMS.
Student segment: Actively searching for services that add value
The 19-25 year old lead-segment, most transactional services require a level of technology too advanced too advanced for today's markets. For today student, however, there are plenty of services already available. The student segment reports demand of pragmatic infotainment services.
The services that students do not request for are those services of no real value. In fact, the fact that this segment is price sensitive adds to the requirement for real value. The services offering no real value are typically pure entertainment services.
Business segment: practical, transactional services
For the third lead –segment, the age group of those 26-35, different norms must be applied. This segment may be called the business segment. The business lead-segment is about half the size of the whole potential target group; that is, it is the largest lead-segment in terms of size. For the business segment, pure entertainment does not seem to add any value.
Like the student segment the business seems to be willing to accomplish their daily tasks in the mobile phone .Transactional services such as banking, e-mail, and remote control are listed as high demand .the business segment places a significant amount of weigh on pragmatic infotainment services , according to study from NOKIA company 80% would have use for stock services.
According to table 3.1 UK socioeconomic groupings[1]social classes in Mobile phone markets can be as the following ;
% of population Group
45% A/B
34% C 1, 2
16% E
5% others
Conclusions
Without lead users the diffusion of mobile value-added services to mass markets and thus standardization of new technology will not take place. Although markets today are technically not in a very advanced phase concerning mobile, this merely means that highly advanced mobile solutions cannot yet be offered at least to mass market.
[1]Mobile business technical, methodological, and social perspectives. Bhuvan unhellkar 509
The last decade has seen an unprecedented growth not only in the practice of business processes. But also in Marketing fields. Practically mobile phones industry and the marketing mind in this area. However, this report is trying to do something Useful to know more and more. It has aimed to outline the mobile phones industry & its consumers in the U.K .within a segmentation variables: geographic ,demographic, geodemographic, behaviour segmentations. Also implementation of segmentations includes businesses awareness to know usage rate with increase in temporary contracts phenomena.
1. B .THE MAIN RESEARCH’S QUASTIONS:
The main Questions in this research is as the followed :
-Description the different types of Mobile phones in U.K offered within this market.
- Identify the types of Mobile phones customer that each of the products with the range is aimed at. In particular describe how the market is segmented by: age, income, social life , lifestyle, family status, spending patterns ,other method
-Identify how different products in Mobile phones markets are designed to appeal to these different target groups.
-Look out for and explain any new trends in the market, which might create new segments in the future .
1.C .How will be answered these Qs?
This report will be done by Examine one of the main products in mobile phone markets . But at the first will be discussed the functions of mobile’s industry which will be chosen generally ,and will be referred to kind of explanation to Description the different types of Mobile phones in U.K, then will be explained more about the main reasons which based on this functions . then will be cerebrated the most effect .In the end will be talked about the final summary for all these factors and my view .
2.A-Description the different types of Mobile phones in U.K offered within this market.
A series of features makes the mobile telecommunications industry an in interesting field of investigation for economists; the industry is experiencing very fast market growth combined with rapid technological change. So there are many types of Mobile phone’s world but the most desirable mobile phone on the market right now:
Apple/iPhone 3G:
iPhone is the mean product for Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics and software products .
Place: The retail store, online store, Users: i Phone has still more great features for business users as well as other users., Price: £479.99 new- £689.99 new as well as other kinds of mobile phonoe
The evolution of national markets for cellular mobile telecommunications services.
According to Harald Gruber (Pricing in the mobile telecommunications markets is intimately linked with the evolution of market structure. So the price setting in mobile telecommunications industry is based only slightly on cost and is designed rather to exploit market power[2].
2.B .the types of Mobile phones customer that each of the products with the range is aimed at. In particular describe how the market is segmented by: age, income, social life , lifestyle, family status, spending patterns ,other method
Successfully, the growth of mobile communication services is focusing greater attention on how mobile communication relates to the internet & electronic commerce.[3] and how mobile relates to fixed networks . So The Mobile phone customer in this case a proximately from business & young people
Based on this analysis, services such as SMS create such a complexity. So there many advantages in Mobile technologies . There what called (Mobile Business) which means that Mobile technology as a special technology improves efficiency in customer meeting. Mobile technology as a tool has enabled people to contact with the office for employees engaged in official travel[4].B2B,C2C,C2B,C2B.
many research questions are based on the Identification of a problematic area of practice where are disagreements about what is to be done and what is the cause of the problem in the first place.
it is possible to characterize marketing methods in more detail by considering how marketer are working through the Product life cycle, Relationship marketing, Target market, Consumers,, Marketing Research.
A lot of people has thought that there are several significant issues such as :
· What makes mobile different?
· Development and design issues, including interface and an ability affecting on consumer's strategy
· maximizing the strength of the Mobile Phone.
· Challenges, such as data costs and network speeds, consumer education, a lack of standards.
· Where will mobile be in next three years?
But what more is that the Mobile Internet is more important than others, its different services relative to data systems.
The types of mobile phone can be formed in many segmentation variable such as Geographic, Demographic , Geodemographic, Psychographic, Behavioral segmentations and Marketing thinking can be analyzed within & through marketing strategy of marketing mix. And to what extant these people need to use this products(heavy, medium, light)
Notes:
1. Marketing activities in mobile phone markets are carried out by all employees and all others who influence an organization's customer relations directly or indirectly, irrespective of which organizational unit they belong to ;they’re carried out both with own personal and out side support.
2. Marketing & sales departments in mobile phone markets aren’t able to handle more than a limited portion of Marketing as its staff can’t be at the right place at the right time with the right customer contact.
2.D. The different products in Mobile phones markets are designed to appeal to these different target groups.
Identifying specific market & The target groups within this market not easy at all, specially with discussing the main factors, but will considered that as a big challenge. Will be delivered element product in business & Marketing world. Will be talked about mobile phone industry that is the primary function of marketing management for many smaller companies. For example, a manufacturer of mobile phone industry would not randomly market its product to the entire U.K. population. Instead, it would conduct market research, using tools such as demographic reports, market surveys, and trade shows, to determine which customers would be most likely to purchase its offerings. It could then more efficiently spend its limited resources in an effort to persuade members of its target groups to buy.
A target market is a group of customers with similar needs that forms the focus of a company's marketing efforts. Similarly, target marketing involves tailoring the company's marketing efforts to appeal to a specific group of customers. Selecting target markets is part of the process of market segmentation—dividing an overall market into key customer subsets, or segments, whose members share similar demographic characteristics and needs. Demographic characteristics that are analyzed for target marketing purposes include age, income, geographic origins and current location, ethnicity, marital status, education, interests, level of discretionary income, net worth, home ownership, and a host of other factors. The company then selects from among these segments the particular markets it wishes to target. "Small businesses that identify the needs of specific target markets—existing and potential customers who are the focus of marketing efforts—and work to satisfy those needs, are more effective marketers,"
Table 1.1
Descriptors
marketing variables
The offering
Product ( mobile phone , packaging, brand, price and service)
Method/tools
distribution channels, personal selling, advertising, sales promotion Publicity
1.2 4Ps in these process :
Mix variable or element
Description
Product
traditionally it can be considered as a collection of features & benefits
That provide customer satisfaction.
Price
price reflects more than the economic cost of producing the
Promotion
Place
here the full range of marketing communication activities is Considered , including :advertising ,direct marketing, face to face ,Selling, public relations, sales promotion, e- marketing
this covers location, distribution channels and logistics
1.The economics of Mobile telecommunications written by Harald Gruber
2. The economics of Mobile telecommunications written by Harald Gruber 222
3.Mobile phone: pricing structures & trends, information society. 8
in fact, there new orientations to make new products or trends in mobile phone markets, which create new segments in the future. But in dead, the imaginations are open in this area, It is suitable to focus on one personality type with particular personality design, but actually with a little creativity that can be effaced negatively
These different products are designed to appeal to these different target groups[1], nevertheless there are plenty of people in the world who shop by price alone, and for them you need to offer specials and discounts. Make it easy for them to buy so they don't wander off and find your products/services cheaper.
Age:
Therefore young target groups (18 to 29) are the main focus of mobile Marketing. Consequently, industries that appeal to this modern, high-spending and entertainment-driven target group are ground-breakers in mobile markets.
According to a study by the German company Proximity, there are mobile campaigns directed at target groups between 30 and 39. Because some products do appeal to middle age people who have complex smart phones and who are increasingly confident at dealing with the new technology.
Adolescent segment: Heavy users of entertainment services
The relative importance of transactional services decrease dramatically for the 18 and under age segment, the adolescent segment. Whereas, in general, transactional services were the most appealing ones, the adolescent lead-segment does not see their value. Whereas 63% 0f the potential target group stated that they would certainly use an e-mail services, only 25% of adolescent felt similarly.
Pure infotainment services do not appeal to the adolescent segment, but there are striking results when we look at the adolescent demand for entertainment services, about 50% of the adolescent would consider using services related to .for example sport results.
Keeping in mind that the adolescent segment composes of heavy users of SMS, Those services in demand relate strongly to leisure time.
As a lead-segment, adolescent open up the way for other segments. Adolescents show how easily technology can be used and in the best case they even educate other segments in using mobile phone & SMS.
Student segment: Actively searching for services that add value
The 19-25 year old lead-segment, most transactional services require a level of technology too advanced too advanced for today's markets. For today student, however, there are plenty of services already available. The student segment reports demand of pragmatic infotainment services.
The services that students do not request for are those services of no real value. In fact, the fact that this segment is price sensitive adds to the requirement for real value. The services offering no real value are typically pure entertainment services.
Business segment: practical, transactional services
For the third lead –segment, the age group of those 26-35, different norms must be applied. This segment may be called the business segment. The business lead-segment is about half the size of the whole potential target group; that is, it is the largest lead-segment in terms of size. For the business segment, pure entertainment does not seem to add any value.
Like the student segment the business seems to be willing to accomplish their daily tasks in the mobile phone .Transactional services such as banking, e-mail, and remote control are listed as high demand .the business segment places a significant amount of weigh on pragmatic infotainment services , according to study from NOKIA company 80% would have use for stock services.
According to table 3.1 UK socioeconomic groupings[1]social classes in Mobile phone markets can be as the following ;
% of population Group
45% A/B
34% C 1, 2
16% E
5% others
Conclusions
Without lead users the diffusion of mobile value-added services to mass markets and thus standardization of new technology will not take place. Although markets today are technically not in a very advanced phase concerning mobile, this merely means that highly advanced mobile solutions cannot yet be offered at least to mass market.
[1]Mobile business technical, methodological, and social perspectives. Bhuvan unhellkar 509
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