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News Release from: Strategy Analytics
Edited by the Electronicstalk Editorial
Team on 13 February 2006
Business users shape wireless data
markets
Based on its latest survey of cellular business users, Strategy Analytics has broken down the 45 million Western European wireless data business user base into five optimised demand segments.
Between early adopting connectivity junkies and laggard cubicle dwellers, significant untapped potential exists in three key mobile worker segments Understanding how these mobile workers stratify into meaningful segments will dictate winners and losers in the race for the next 100 million users
This article was originally published on Electronicstalk on 4 Nov 2005 at 8.00am (UK)
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As wireless becomes the glue that links offsite and onsite productivity, Strategy Analytics' groundbreaking analysis: "Mobile professional segmentation and the importance of optimised user experiences", identifies content creators and PIM freaks as key emerging user segments.
"Success in the future mobile business user market will be closely linked to the ability of device manufacturers, software developers, mobile operators and other value chain players to collaborate like never before in orchestrating, and effectively selling, premium user experiences", comments Cliff Raskind, a Director in the Global Wireless Practice.
"With strong spending patterns, high interest levels in a wide range of mobile services and priority attached to being contactable, PIM freaks are the next segment beyond the corner office to target for a broad range of wireless e-mail and connected PIM tools".
Based on its latest survey of cellular business users, Strategy Analytics has broken down the 45 million Western European wireless data business user base into five optimised demand segments: connectivity junkies, content creators, connected responders, PIM freaks and cubicle dwellers.
Each of these segments is mapped to critical user experience index attributes based on their need for attachments, satisfaction with displays and frustration levels with navigation on portable devices.
David Kerr, Vice President of the Global Wireless Practice, adds: "A dramatically higher need for viewing and manipulating attachments is evident in the wireless e-mail needs of connectivity junkies and content creators".
"Both segments are perceptibly frustrated with the navigation features and overall usability of current generation devices".
"Nokia is the lead vendor in terms of embedded devices among mobile workers given their historic dominance of the European voice landscape, but SEMC and Samsung are rapidly gaining ground".
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