Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight
INTRODUCTION AND BACKGROUND
Mobile Telesystems (MTS) is one of Russia’s top corporations, with group revenues of $2.93 billion in Q1 2011. As the leading telecommunications group in Russia, Eastern Europe, and Central Asia, it operates mobile and fixed-access networks in six countries in the region—Russia, Ukraine, Belarus, Uzbekistan, Turkmenistan, and Armenia—with a population coverage area of more than 230 million.
This article deals with a complex multi-country segmentation of the mobile-telephony market conducted on behalf of MTS in Russia, Ukraine, Belarus, Uzbekistan, and Armenia. At the group level, MTS wanted to create a common language and a consistent platform for planning, developing, prioritizing, implementing, and evaluating marketing initiatives across all markets.