Mobile telephony undergoes a complete generational change each year
because of the sheer number of people coming into the market, most of them
being first time users. In other words, the field this year, by way of
customers, will be more radically different when compared to the previous year,
than what we can imagine for any product.
How then do we target the buyers, because by the time we get to
know who they are, an entire new generation of buyers are upon us? At some 450
million, the numbers are so large that the physical location of the customer
itself could show radical shifts in terms of proportion contribution from
different places within a circle.
As for profile, the change would be enormous. It does not mean that
any particular section ceases to exist. It is just that the contribution of
different segments, changes.
This generational change impacts all aspects of marketing and
operations, including physical reach of signals, distribution, targeting, both
by way of the vehicles and the messages, the product offerings, etc.
It is in this context that our report for potential for mobile
telephony offers an excellent reference point.
There have been four similar efforts in 2001, 2003, 2005 and 2007.
The study estimates all individuals who already have a mobile phone and the
number of others in the population who are “like” those who have
adopted it so far, identified through Discriminant analysis.
The study also includes a momentum forecast, which projects individual segments and the projections of probabilities of adoption of individuals, going by the data in 2001, 2003, 2005, 2007 and 2009 together with the growth in the universe of relevance, taking into account the growth in purchasing power.