Distinct segmentation needed to match consumers' demands<\/p>\n
Hasan Aula, Contributor, Jakarta<\/p>\n
Compared with Singapore or Malaysia, the market for mobile
\nphones in Indonesia is far less developed. However, with its huge
\npopulation -- over 200 million -- the Indonesian mobile phone
\nmarket has great potential and opportunities for further growth.
\nIt is no wonder, then, that many of the world's major mobile
\nphone manufacturers and service providers have put Indonesian
\nconsumers on their priority list.<\/p>\n
One indication of just how promising this market is, is the
\navailability of almost all top mobile phone brands here. Another
\nis the huge number of retail outlets opening in every city and
\neven small towns in the archipelago. Large shopping complexes,
\nlike ITC Roxy Mas and ITC Cempaka Mas in Jakarta, with numerous
\noutlets that specialize in the sales of mobiles can be found in
\nmost major cities.<\/p>\n
First available here in 1993, the number of mobile phones by
\nthe end of 2003 is estimated at almost double that of fixed
\ntelephones, which now numbers 7.5 million. This robust growth can
\nbe attributed to increasing demands for mobile communication.<\/p>\n
From its basic function, like voice telecommunications, mobile
\nphones have now evolved into a lifestyle statement or a kind of
\nself-actualization, and some purchase this gadget just to be more
\ntrendy. A number of consumers also depend on mobile phones for
\nits various information and entertainment features, like stock
\nexchange reports, horoscopes, games and so forth.<\/p>\n
Rapid advancements have been made in mobile phone technology.
\nFrom a basic gadget for voice telecommunications, mobile phones
\nnow incorporate various capabilities, such as data communication
\nthrough the Wireless Application Protocol (WAP), GPRS (General
\nPacket Radio Services) and the recent Third Generation (3G), not
\nto mention the Short Message Service (SMS) and Multi-Media
\nService (MMS). Some of these technological advancements are ahead
\nof the times, and were available before consumers even needed
\nthem.<\/p>\n
To match their consumers' wide-ranging needs, makers of mobile
\nphones have no option but to segment their products. Nokia Mobile
\nPhone Indonesia, for example, makes a clear-cut segmentation of
\nits products based on technology, features and design, and
\ndivides its customers into eight main segments.<\/p>\n
The first segment is called the basic segment. This type of
\nsegment refers to customers with simple and basic needs, like
\nvoice telecommunications and SMS capabilities. For these
\ncustomers -- a large number of them being "beginners" -- user-
\nfriendly phones are preferred.<\/p>\n
Second is the expression segment. Customers in this segment
\nprefer to personalize the features on their phones. Obviously,
\nthey are more creative in communication, and they like to do it
\nin style. Various superior features are made available to match
\ntheir needs, like MMS as well as GPRS.<\/p>\n
Segment number three is business. As the name implies, the
\nphones include features to fulfill the requirements of business
\nexecutives, like organizers to keep their hectic schedules
\nstraight.<\/p>\n
In the fourth segment -- fashion -- are customers who prefer
\nstylish accessories. "Cute and smart" is a must for their mobile
\nphone designs.<\/p>\n
Premium is the fifth segment, which is a special cluster of
\nelite and well-established customers with enormous purchasing
\npower. Although they are the select few, they form a special
\nniche for the limited edition or premium product. High-caliber
\nexecutives, professionals, celebrities and the like fall into
\nthis segment.<\/p>\n
Segment six comprises active people who love outdoor
\nactivities and require sturdy and durable mobile phones.<\/p>\n
The seventh segment focuses on communicators -- mostly
\nexecutives on the move -- who prefer phones with sophisticated
\ntelecommunications technology, such as Personal Digital Assistant
\n(PDA).<\/p>\n
The final segment is the image or visually oriented customer,
\nwho makes full use of visual communication features available on
\ntheir phones, such as MMS with unlimited memory.<\/p>\n
For Nokia, distinct segmentation is only one part of its
\nmarketing strategy. Along with quality products, the company
\nensures reliable after-sales service with centers located not
\nonly in the country's major cities, but also in capitals of
\nregencies throughout Indonesia. -- The writer is general manager
\nof Nokia Mobile Phone Indonesia<\/p>",
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