Abstract:

This presentation shares the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main European markets. In 2006 the segmentation was fully operationalized in the UK and formed the basis of Orange UK's highly successful Animal tariffs campaign. The main learnings from this process are highlighted, showing how research provided a sound platform for the segmentation at the outset and kept the implementation process on track when initial setbacks threatened to derail it.