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...