What market segments should mobile phone companys target?

Question

What market segments should mobile phone companys target?

Answer 1

When you say mobile phone companies, are you referring to the manufacturer of the actual phone (e.g., Samsung, LG, Motorola, etc.) or the carrier (e.g., AT&T Wireless, Sprint, Verizon, etc.)?

When you look at market segmentation for the manufacturer, it depends on the end user's USE of the phone. For example, if the person is looking to sync their phone with their work e-mail, edit and review documents (Word, Excel, PowerPoint), have access to their company's directory, sync to their calendar, and so on, perhaps the market segmentation should be based on a professional audience. This audience can be further segmented to the vertical markets, the company size and the needs of end users. Other potential audiences can include a youth market (children that are 12 years old or younger). With that said, I recall a company that specialized in offering small phones that fit in a child's hand with ease with about only 5 programmable numbers for them to call. Other markets may include teenagers, young adults, professionals, baby boomers and the elderly. Each group has it's own special needs.

As for carriers, I am sure they offer various plans (for example, family plans, texting plans) based on the specific needs of the target audiences and segmentation as outlined by the actual manufacturers.

Answer 2

Good question. I'm sure all the mobile phone companies would love to see an answer. :-)

Sprint was one of the first companies to focus on a specific market segment when they selected business customers - people who would use their products and services to communicate faster, cheaper better while at work.

Alltel Wireless seems to be focusing on younger, less affluent customers. They have combined some of the more popular calling features of T-Mobile, AT&T and Verizon in a package that requires no long term contracts or commitments.

I would not be surprised to see a Mobile Phone Company come up with the idea of marketing "designer phones." These would be chic-looking phones that would be all about making a status statement. Imagine if you will, fancy metallic phones - perhaps even gold, silver or platinum. Or phones with fancy leather cases. Or phones covered in rhinestones or actual gemstones. These would sell for hundreds of dollars - if not thousands, and would target women with high disposable incomes who enjoy flaunting their fashion sense and affluence.

Almost anyone in this country who talks is a potential customer for mobile phone service. Identifying untapped markets that would be large enough to justify the expense of marketing to them is a huge challenge.