Algebra, slide rules and hammers: a mobile telecoms segmentation
Nick BonneyOrange, United Kingdom
Jonathan FletcherIlluminas Group, United Kingdom
PREFACE
In this paper the authors share their experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main European markets. In 2006 the segmentation was fully operationalized in the UK and formed the basis of Orange UK's highly successful Animal tariffs campaign. The paper highlights the main learnings from this process and shows how research provided a sound platform for the segmentation...