1. Nobody’s Unpredictable
Ipsos Tambor for TUESDAY Business Network
Czech Mobile Phone User
20th February 2007

2. Who Is the Czech Mobile Phone User?
(NEARLY) EVERYBODY…
Amost 12 million active SIM cards
Approximately 10 milion inhabitants
Frequent double SIM usage
Ipsos Tambor for TUESDAY Business Network 2 Czech Mobile Phone User

3. Mobile Phone Users & Non-users
§ Mobile phone users and non-users differ in many an aspect. The differences can be observed both from the point of
view of socio-demographics and their lifestyle and attitudes:
GENDER AGE POLITICAL PREFERENCES
% 80 Users Non-Users % 40 Users Non-Users % 90 Users Non-users
59 65
52 48 58
23 22 22
41 20 21 18
21
40 20 13 14 45
9 9 9 25
15 14 17
0 0 0
Male Female 16 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60+ Left Middle Right
The population of non-users is most often represented by women, seniors, and retired people. They incline to the left
side of the political spectrum and they are rarer computer and Internet users.
DAILY PC AND INTERNET USAGE
EMPLOYMENT STATUS
% 60 Users Non-users % 60 Users Non-users
39 42
33 33 35
27 29
30 24
30 19
10 13
8 4 1
0 0
Management, Lower Students In the Retired, Daily usage of Daily usage of the
specialists positions household unemployed computer Internet
Source: BrandPower by Ipsos Tambor, 2006
Ipsos Tambor for TUESDAY Business Network 3 Czech Mobile Phone User

4. So Goals Are Changing…
Gross Adds
to win a year, to win the Christmas time...
unbelieavable offers for new customers
Retention & Loyalty, churn prevention ARPU & customer value
loyalty programmes value added services – SMS, data, MMS…
content services
CRM, campaign management
CRM, campaign management
Migration
migration programmes, tariffs, offers
Ipsos Tambor for TUESDAY Business Network 4 Czech Mobile Phone User

5. But How to Manage Millions* of Customers?
§ How to analyze them?
§ How to understand them?
§ How to communicate to them?
§ What to tell them? What to offer them?
§ How to minimise cost for it?
?
§ And, of course, how to increase their value?
SEGMENTATION
BUT HOW TO DO IT?
* Telefónica O2 – 5 millions of mobile users out of which ¼ use post-paid services
T-Mobile - 5 millions of mobile users out of which ¼ use post-paid
Vodafone - more than 2,000,000 customers, almost equal share of pre and post-paid users
Ipsos Tambor for TUESDAY Business Network 5 Czech Mobile Phone User

6. Basic Segmentation Types
Socio-demographic segmentations
§ Demographic – age, region
§ Socio-demographic – combinations of socio-economic figures and life stage (age, marital
status, employment…) – young unemployed, singles…
§ Economic data combinations – ABCDE
Customers segmentations
§ Private/business
§ Value segmentation – low spend, high spend…; heavy users, frequent users, occasional
users…
Marketing segmentations
§ Acceptation of novelties – early adopters, innovators…
§ Brand attitudes – lovers, believers, hesitants, unbelievers, ignorants
§ Loyal, disloyal customers… sometimes mixed with customer value
Ipsos Tambor for TUESDAY Business Network 6 Czech Mobile Phone User

7. Research Segmentations
Research segmentations based on: Demography, Lifestyle, Attitudes, Shopping behaviour
Ipsos Tambor segmentation example
Tonda & Růžena
DEPRIVOVANÍ
UNDERPRIVILEGED
Seniors, often retired, lower income, conservative
Roman & Jiřina
approach to life. Shopping at discount stores. NEKVALIFIKOVANÍ LIDÉ
They prefer traditional Czech goods and brands.
12,1%
Klára & Richard 17,0%
UNSKILLED MLADÍ KONZERVATIVNÍ 12,0%
16,5%
Lower education level, free time spent in a traditional 10,3%
11,3%
5,4%
16,2%
Věra & Milan 16,2%
way, usually watching TV. They do not seek new things. STŘEDNÍ LÉTA 7,4%
7,7% 0,0%
10,0%
10,8%
12,2%
Price is more important than quality. 19,1% 23,5%
18,9% % podíl v populaci
Aneta & Kevin 32,4%
YOUNG & CONSERVATIVE MLADÍ A NEKLIDNÍ
18,5% 22,5%
% podíl v kategorii
% podíl u V+M značky
People with higher education, higher professional
and social status, most often from 25 to 35 y.o. They live Ludmila & Karel
SEBEVĚDOMÍ
active lives, like their comfort although the price is
still important. Foreign brand lovers. Marcela & Jiří
MLADÍ DUCHEM
MIDDLE AGED
People of middle or high social status with traditional
values, but who do not reject new things. Because of YOUNG & RESTLESS
age, their hobbies are rather passive. The price of Mostly young people under 25 y. o. from the middle and
goods is important but quality is not irrelevant. upper classes. They are active, seek novelties & follow
trends when choosing goods. Prefer foreign brands.
YOUNG AT HEART
Economically active population 35 y. o.+ in upper SELF-CONFIDENT
professional positions and higher social classes. People with average social position, most often in their
Optimistic and active attitudes. Money is an instrument, 30’s. Positive and modern approach to life as well as to
not the goal of their lives. They seek quality. their shopping, and consumption behaviour.
Source: BrandPower by Ipsos Tambor, 2006
Ipsos Tambor for TUESDAY Business Network 7 Czech Mobile Phone User

8. Complex Segmentations
Segmentations based on: Transactional data/Research data/Demography
Ipsos UK – approach to complex segmentation
Faster Moving (transitory)
Circumstances
Lifestage, Occasion
Location, Transport etc
Motivations Behaviours
Recency, Frequency,
Products Purchased
Attitudes
Slower Moving (resilient) “Observed Behaviour is the product of Attitudes
and Circumstances”
To life; to brand / company; to
category decisions cf. Dick & Basu, The Academy of Marketing Science,
New York University, 1994
Ipsos Tambor for TUESDAY Business Network 8 Czech Mobile Phone User

9. Potential of New and Repurchased
Products and Services Offered by
Mobile Providers
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10. New Joiners & Activators
§ Three groups of customers will be further on analysed as they form a key area of new income for mobile phone
providers:
§ People who purchased a pre-paid SIM card in last 12 months
§ People who purchased a post-paid tariff in last 12 months
§ Customers who purchased a handset in last 12 months
§ The typology division and basic socio-demographic figures of the three groups are:
New pre-paid New post-paid New handset
(14% of the population) (13% of the population) (24% of the population)
§ Equally distributed in all § Mainly Young and restless § Mainly Young conservative
typology segments followed by followed by
§ Young conservative § Young and restless
§ People in the household § The most distinctive group § Singles
§ Smaller cities § Singles § Students and people in the
§ Students household
§ Often running their business § Just a few retired
§ Almost no retired § Smaller cities
§ Prague and large cities
Source: BrandPower by Ipsos Tambor, 2006
Ipsos Tambor for TUESDAY Business Network 10 Czech Mobile Phone User

11. New Pre-paid Customers
§ Customers who purchased a pre-paid SIM card significantly differ from the common population in the following
consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics:
Population New pre-paid
I always check prices, even when buying 54 Customers who bought a pre-paid SIM card in
some minor things 44 + last 12 months tend to be rather conservative
35 (do not want to be leaders, mind the modern
My clothes reflect my attitudes
43
- character of TV commercials, refuse e-banking),
price oriented, and more closed than the rest of the
I like to be regarded as a leading 20 Czech population.
personality 30
-
44 The target audience significantly
I find e-banking rather risky +
35 + more agrees with the statement
30
There's too much sex in TV commercials The target audience significantly
18 + - more agrees with the statement
57
I got drunk +
46
0 50 100 %
Source: BrandPower by Ipsos Tambor, 2006
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12. New Post-paid Customers
§ Customers who purchased a new post-paid tariff significantly differ from the common population in the following
consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics:
Population New post-paid Population New post-paid
LIFESTYLE 19
SHOPPING
39
& I fear the future 35 - I like buying new and original things 26 + &
ATTITUDE 59 36
CONSUMPTION
I want to be attractive for the other sex 46 I am impulsive when shopping
+ 26 +
28 Shopping is a kind of entertainment for
I have a strict routine in my life 39
- me 26
35
+
I am still facing the success of my life 54 I love buying brand goods 42
42 + 30
+
TV is my most frequent form of 23 - Quality is more important than price 43
entertainment 35 37 +
I love parties, shows, performances 48 33
36 I shop online
+ 22 +
I often have a drink outdoors 55 19 -
41 I find e-banking rather risky 35
+
The clothes I wear reflect my personality 57 18
43 I have a mortgage 10
+ +
I want to look different 47 40
33
+
I went abroad 29 +
0 50 100 % 0 50 100%
Customers who buy new post-tariffs are usually progressive, active, they enjoy novelties in their lives, and they want to be
unique. They like new products and services and do not mind paying for them. Source: BrandPower by Ipsos Tambor, 2006
Ipsos Tambor for TUESDAY Business Network 12 Czech Mobile Phone User

13. New Handset Owners
§ Customers who purchased a new handset significantly differ from the common population in the following
consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics:
Population New handset Population New handset
LIFESTYLE 28 32
SHOPPING
& I fear the future
35
- I am impulsive when shopping
26 + &
ATTITUDE CONSUMPTION
52 Shopping is a kind of entertainment for 33
I want to be attractive for the other sex + +
46 me 26
49 43
I am still facing the success of my life + Quality is more important than price
42 37 +
43 25
I love parties, shows, performances
36 + I buy lifestyle magazines
20 +
54 59
I like visiting new places + I eat in fastfood restaurants +
46 49
42 10
I want to look different + iPod owners
33 6 +
0 50 100 % 0 50 100%
This target audience is also innovative, self-confident, interested in quality, brands, and news, though not as much as new
post-paid customers.
Source: BrandPower by Ipsos Tambor, 2006
Ipsos Tambor for TUESDAY Business Network 13 Czech Mobile Phone User

14. Data & Content
§ O2 Internet Mobil § Internet 4G § Připojení k internetu
§ O2 Internet Kombi § web’n’walk § Vodafone live!
§ Gamezone § Videozona
Data – potential segments Content – potential segments
SELF-CONFIDENT YOUNG & RESTLESS
Mostly young people under 25 y. o. from the middle and
People with average social position, most often in their upper classes. They are active, seek novelties & follow
30’s. Positive and modern approach to life as well as to trends when choosing goods. Prefer foreign brands.
their shopping, and consumption behaviour.
YOUNG & CONSERVATIVE
People with higher education, higher professional
and social status, most often from 25 to 35 y.o. They live
active lives, like their comfort although the price is
still important. Foreign brand lovers.
YOUNG AT HEART
Economically active population 35 y. o.+ in upper
professional positions and higher social classes.
Optimistic and active attitudes. Money is an instrument,
not the goal of their lives. They seek quality.
Ipsos Tambor for TUESDAY Business Network 14 Czech Mobile Phone User

15. To sum it up
Segments seem to be useful but…
• We tend to prefer young “trendy” segmnents – just like us…
• Should not exclude seniors, their time will come
We should take into account:
• What kind of segmentation could be useful/effective
• How it is created
• How easily it can be reached and applied
Try to avoid confusion by segmentations…
Ipsos Tambor for TUESDAY Business Network 15 Czech Mobile Phone User

16. Contact
lenka.silerova@ipsos-tambor.cz
GSM: +420 602 582 042
michal.drobnik@ipsos-tambor.cz
GSM: +420 724 601 250
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