Subject: How about "Dead people with large estates"? (fwd)
Date: Thu, 2 Jul 1998 104404 -0500 (CDT)
From: "Roy L. Beavers" <rbeavers@llion.org>
To: emfguru@hotmail.com
--------------------------------------------------
......Be careful!!! YOU are being targeted.......guru......
---------- Forwarded message ----------
Date: Tue, 30 Jun 1998 16:00:13 -0700
From: Bob Weiner
To: "\"Roy L. Beavers\""
Subject: How about "Dead people with large estates"?
New Markets Identified for Wireless Carriers
NEWTON, Mass.--(BUSINESS WIRE)--June 29, 1998--In a recent report on
prospective
wireless user markets, Cahners In-Stat Group reports that as more people
use phones for personal
reasons, carriers need to look for new ways to market and sell services
to increase revenues.
``Cahners In-Stat Group identified five psychographic segments of
consumers that purchase wireless
services,'' said Rebecca Diercks, director of Cahners In-Stat Group's
Wireless and
Telecommunications Research.
``Each segment differs in their preferred method of buying wireless
services and in the criteria they
use to select a carrier. This makes it extremely important for carriers
to identify the differences
existing between current and potential subscribers fitting into each
group.''
The five user segments identified by Cahners In-Stat Group includes:
Married, With Children (11%),
Young, Suburban Professionals (12%), Affluent Empty Nesters (35%),
Mature, Moneyed
Middle-agers (14%), and People Living Off Social Security (14%). Members
of each group are
identified by demographic categories such as education level,
occupation, household annual pre-tax
income, marital status, number of family members, mean age, and living
location.
According to Diercks, the Mature, Moneyed Middle-agers segment has one
of the highest adoption
rates for wireless phones and is expected to continue respectable growth
in the future. ``Coverage
and roaming is important to this group, and since this group does not
appear to research the best
wireless deal, carriers should try to keep this segment committed to
their contracts for analog
service.''
Despite low adoption rates of wireless phones, the Living Off Social
Security segment represents
one of the most promising growth market opportunities for carriers of
wireless services. ``This group
is the most cost-conscious and carriers should create special programs
that revolve around a high
degree of customer care,'' explained Diercks.
While the Married, With Children segment has one of the lowest
implementation rates, many plan on
implementing wireless services in the future. Based on their buying
criteria, carriers should structure
marketing programs that feature easy-to-use services that deliver
superior sound quality at a
relatively low service price.
Young, Suburban Professionals have high adoption rates of wireless
phones and pagers. Few new
users are coming from this segment since so many already use wireless
service. ``To gain new
subscribers, carriers must work to entice them to change providers,''
added Diercks.
The largest segment, Affluent Empty-Nesters, like to have the latest and
greatest technology. Similar
to Young, Suburban Professionals, low adoption rates are expected in
this segment and carriers
should focus on enticing these subscribers away from other service
providers, or upgrading them
from analog to digital/PCS technology.
The Psychographics and Demographics of Wireless Users, written by
Rebecca Diercks, profiles the
demographics of current consumer wireless users, describes the five
psychographic segments of
people that buy wireless services, and details their usage and buying
behaviors.
The report assists wireless carriers identify those segments that
represent the most potential and
allows them to effectively market products and services based on the
buying criteria that consumers
deem most important.
To purchase the report, The Psychographics and Demographics of Wireless
Users, or for more
information on Cahners In-Stat Group's services, contact Linda
Morganstern at 408/345-4449
(FAX: 408/345-4400, email: lmorganstern@cahners.com). Press may contact
Rebecca Diercks at
617/558-4748 for discussions of the report.
Business Research Group and In-Stat merged recently to form Cahners
In-Stat Group, a full service,
high-technology, supply-side and demand-side market research and
information company serving
the computer, Internet/enterprise software, networking, multimedia,
semiconductor,
telecommunications, and wireless marketplaces.
Cahners In-Stat Group is a division of Cahners Business Information, the
largest publisher of
specialized business publications in the United States. Visit Cahners
In-Stat Group's web site at
http://www.instat.com.
Contact:
Cahners In-Stat Group
Karen Martin, 602/483-4442
email: karenm@instat.com
Chris Hecht, 602/483-4443
email: chrish@instat.com
Rebecca Diercks, 617/558-4748
email: diercks@brg.cahners.com
Archive provided courtesy of WaveGuide, http://www.wave-guide.org
Reprinted with permission of Roy Beavers, http://www.feb.se/EMF-L/EMF-L.html