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1. Segment I Segment II Segment III Segment IV Segment V Segment VI Segment VII
18% 14% 10% 7% 27% 15% 20%
1
7 global segments were identified and brought to life

2. 2
Segment Overview
I value high quality, and buy a
lot of products and services.
I am worried about companies
having my personal data stored
I want my provider to provide a
premium experience for me.
SEGMENT 1 SEGMENT 2 SEGMENT 3
Persona
High Level Importance
Personalized Products & Services
Premium Brands
Tech Savvy
Bundled Products & Services
Great TV
Connected Everywhere
ID Protection Products
Tech-Savviness High High Medium
Service Engagement Medium Medium Medium
Interest in Adding Products
and Services
High High High
Switchers Yes Yes Yes
Average Household Income $117 K $106 K $97 K
Average Age 35 39 40
Average Bundle Spend $145 $145 $145
% with OTT 74% 76% 67%
Average OTT Spend $68 $49 $61

3. 3
Meet our Segment 1
▪ feel that technology products represent who they are
▪ want the coolest tech, but are too busy to do the research to figure out what that is
▪ want personalized recommendations on what they should buy
Extremely social beings
who use technology for
enjoyment &
entertainment
Indulgence Practicality
Does extensive research
before making
technology decisions
Relies on company to
make recommendations
and decisions for them
“Without my iPad and iPhone I would be
COMPLETELY LOST, LONELY AND
TOTALLY BORED out of my mind!!! I will
be just a normal person without my devices.
Others will see me as a LAME without my
iPhone, iPod, MacBook Pro, and iPad. I
am way too fly to be LAME.”

4. GENDER RACE MEAN AGE
35
YEARS OLD
66% MALE 76% CAUCASIAN
MEAN INCOME
NUMBER OF
KIDS
$117K
PER YEAR
4
Segment 1 Demographics
Segment 1 tends to be males that are married with kids. They live a very busy lifestyle in urban areas, and are the youngest of all the
segments. They also are the most likely to have graduated college and moved out on their own in the past 2 years.
70% 55% 57% 70%
Be married
(avg. = 58%)
Live in an urban area
(avg. = 33%)
Personally monitor their data
closely
(avg. = 43%)
Feel that the type of brands
they buy says something about
who they are
(avg. = 37%)
SOUTHWEST — 17%
WEST — 25%
NORTHEAST — 16%
SOUTHEAST — 17%
CENTRAL — 25%
LIFE STAGE: SEGMENT 1 IS MORE LIKELY TO…
2
EDUCATION
High School Diploma — 11%
Some College — 15%
College Degree — 47%
Post-grad Degree — 16%
ETHNICITY
Caucasian:
Hispanic:
Asian:
AA:
76%
13%
9%
7%

5. 5
Meet our Segment 2
▪ value quality technology products
▪ love the category and do their own research on products and services
▪ have a lot of add-on services
▪ always have their cell phones and use a ton of data
Love technology &
learning about new
products and
services
Indulgence Practicality
Does extensive research
before making
technology decisions
Relies on companies to
make recommendations
and decisions for them
“I am a huge fan of technology and have been
all my life. Technology, when used properly, can
make a huge positive impact in our daily
lives. I think of the changes that have taken
place in my lifespan and am blown away by what
seemed impossible not too long ago. As a
lifelong fan of Star Trek, I look forward to
seeing how new technologies can improve
the human condition.”

6. GENDER RACE MEAN AGE
39
YEARS OLD
57% MALE 81% CAUCASIAN
MEAN INCOME
NUMBER OF
KIDS
$106K
PER YEAR
6
Segment 2 Demographics
Segment 2 tend to be males living in a suburban areas. They love high-quality tech and pay more for add-on services. They are most likely
to be the sole decision makers for technology services.
SOUTHWEST — 15%
WEST — 24%
NORTHEAST — 16%
SOUTHEAST — 18%
CENTRAL — 28%
64% 18% 26% 52%
Be married
(avg. = 58%)
Have begun travelling
domestically more in the past
two years
(avg. = 13%)
Have made a significant
purchase in the past 2 years
(avg. = 19%)
Feel that the type of brands
they buy says something about
who they are
(avg. = 37%)
LIFE STAGE: SEGMENT 2 ARE MORE LIKELY TO…
2
ETHNICITY
Caucasian:
Hispanic:
Asian:
AA:
81%
11%
6%
6%
EDUCATION
High school Diploma — 9%
Some College — 21%
College Degree — 40%
Post-grad Degree — 19%

7. 7
Meet our Segment 3
▪ are wary of how much personal information is stored with
companies
▪ are seriously considering buying identity and personal
data protection services
Conflicted about heavy
technology dependence:
feel guilty and try to
“digitally detox”
Indulgence Practicality
Does extensive research
before making
technology decisions
Relies on companies to
make recommendations
and decisions for them
“Entertainment always steals time away from
me, time I could spend making a real human
connection with someone in that grocery store,
time I could have spent sleeping or petting my
dog or hugging my partner even more. I love
entertainment and connections no doubt but it
takes away chances to really experience life
more authentically and with a lot less
distraction.”

8. GENDER RACE MEAN AGE
40
YEARS OLD
56% MALE 81% CAUCASIAN
MEAN INCOME
NUMBER OF
KIDS
$97K
PER YEAR
8
Segment 3 Demographics
Segment 3 tends to be Caucasian males who are employed full-time. They always have their technology with them, and are very interested
in protecting their identity and personal data.
SOUTHWEST — 15%
WEST — 26%
NORTHEAST — 14%
SOUTHEAST — 18%
CENTRAL — 27%
17% 7% 49% 46%
Have had a large increase in
household income in the past 2
years (avg. = 11%)
Have had a child enter high
school in the past 2 years (avg.
= 4%)
Personally monitor their data
closely
(avg. = 43%)
Feel that the type of brands
they buy says something about
who they are
(avg. = 37%)
LIFE STAGE: SEGMENT 3 ARE MORE LIKELY TO…
2
ETHNICITY
Caucasian:
Hispanic:
Asian:
AA:
81%
11%
6%
9%
EDUCATION
High school Diploma — 9%
Some College — 21%
College Degree — 39%
Post-grad Degree — 18%

9. 9
Market Size of Segments
Client
Proportion of Share
Competitor 1
Proportion of Share
Competitor 2
Proportion of Share
TotalMarket Share
30%
15%
20%
20%
50%
35%
25%
20%
40%
100%
100%
100%
40%
25%
35%
Competitor 3
Proportion of Share
25%
15%
5%
Segment 1 Segment 2 Segment 3