Adapting Products to Preference Profiles. A Trip Down the Development Lane of a Segmentation Model in the Mobile Market
Harald Djupvik Telenor Mobil, Norway;Svein Roar HultNorsk Gallup Institutt, Norway andJon Martin DenstadliNorsk Gallup Institutt, Norway
WHY SEGMENT THE MOBILE TELEPHONE MARKET?
'Even in a mass market business, you don't want to attract and retain everyone ... The key is first to identify and attract those who will value your service, and then to retain them as customers and win the ...