Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight

Marc O’Regan

Kantar

Kalidas Ashok

MaPS

Olga Maksimova and Oleg Reshetin

Mobile Telesystems

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.