Platform Development StudyPlatform Development StudyBrazil, Argentina, Mexico, Colombia & ChileBrazil, Argentina, Mexico, Colombia & Chile

October, 2004October, 2004

MethodologyMethodology

A quantitative study was carried out through personal face-to-face interviews based on a structured questionnaire for all five countries.

94 attributes especially elaborated for this survey, based on the attributes already used in Brazil, Chile and Mexico Segmentation studies and some previous attributes generated by some other studies from Nokia.

The questionnaire was approximately 15 minutes long.

Fieldwork was conducted in: Brazil, Argentina, Mexico, Colombia and Chile

=> during September/ October 2004

Target AudienceTarget Audience

The sample was composed of men and women ages 15 to 55, from the following social classes and geographical areas: Brazil classes A, B, C & D1, living in the metropolitan areas of

São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre and Recife Argentina classes ABC1, C2, C3 & D1, living in the metropolitan

areas of Buenos Aires(DF), Cordoba and Mendoza Mexico classes ABC+, C Típico & D+, living in Mexico (DF),

Guadalajara and Monterrey Colombia classes AB, C1 & C2, living in the metropolitan areas

of Bogota, Medellin, Cali and Barranquilla Chile classes ABC1, C2, C3 & D1, living in Santiago

Note: profiles in this study represent the characteristics of the specific studied locations only; they cannot be extrapolated to the total population of that country.

Attitudinal SegmentationAttitudinal Segmentation

PreviousPrevious explanationexplanation

Everybody eats and drinks.Everybody eats and drinks.So, is everybody our target?So, is everybody our target?

Segmentation allows to achieve a Segmentation allows to achieve a consumers group that...consumers group that...

... share commons

characteristics and values

Consumers with similar profiles are part of the same segment

Consumerswith different profilesare allocated

in different segments.

What types of consumers exist?What types of consumers exist?

Segmentation allows to reach a group of consumers Segmentation allows to reach a group of consumers

that share characteristics and values in commonthat share characteristics and values in common

SegmentationSegmentation

Handset Style SpecsHandset Style Specs

1. My Cell Phone needs to have a business, professional appearance2. I like my cell phone to have a large display/ screen that is easy to see3. My Cell Phone needs to have a fashionable appearance4. It needs to have a more classic look5. A cell phone needs to have easy-to-press keys6. It should have vibrant, exclusive colors7. It should be silver, grey or similar colors8. I prefer fold phones that open and close9. My phone should be costume made to fit my own style10. I would pay more for a phone made with finer materials and better finish11. It must good looking12. It must be unique/exclusive13. It must be sturdy/durable14. I prefer a more rounded shape15. I prefer simpler, more basic phones16. The smaller the phone, the better17. If the phone has an odd/different appearance, for me it's ok18. It has to be small enough to fit in my pocket19. My cell phone is a reflection of my personality

Trade off’s StatementsTrade off’s Statements

20. I am more concerned about the functions of the cell phone than about shape, size or color

21. If the phone is too complicated, forget it, I don't want it. I want an ultra-simple cell phone

22. I prefer a good-looking cell phone than one that has a lot of functions

23. I would pay more for a cell phone that allowed me to substitute different applications

24. If the cell phone has a good quality camera, I don't need to have another digital camera

25. For me, the phone has to be small, even if it has less functions

26. If it's not good-looking, forget it, beauty is fundamental

27. Having a big screen on the phone is more important than having a small phone

28. I would never send important information via cell phone wireless connection because it

may not be safe

29. I don't need a lot of functions on my cell phone, I only use it to make and receive calls

30. The brand of the cell phone is very important for me

31. First I chose the operator, than the phone model

32. A cell phone today must have internet

33. It must have camera

General Attitudinal StatementsGeneral Attitudinal Statements

34. I consider myself very well informed about new technologies

35. I rarely plan what I am going to do36. I like to do many things at the same time37. I am an extremely organized person38. In general, I think that new technologies are unnecessary39. I like to stand out from the crowd40. The place where I buy something is as important as what

I buy41. The brands I buy show people how successful I am42. I would pay more for a shirt of a know brand than for one

with no brand43. I always try to do what is right and not what I want to do44. I always look for adventure and emotion45. I like the challenge of doing something I've never done

before46. I prefer to do things the known, safe way

47. Technology allows you to be close to people even if you are far away

48. I spend my time trying to have as much fun as I can

49. I like to see new ideas in science and technology

50. I consider myself to be traditional and conservative

51. I use my cell phone all the time52. My appearance is very important to me53. I like to dress in the latest fashion54. I think fashion in not important, it's superficial55. I do a lot of shopping via Internet56. I only do banking transactions via Internet57. I have a stressful life58. I constantly use text messaging in my cell

phone

Attitudinal StatementsAttitudinal Statements

Family/ Friends60. I like meeting new people61. My family is the most important thing in my life62. My friends are very important in my life63. I prefer to talk quickly on the phone64. I use the phone mainly to keep in touch with my family65. I feel the need to interact with people frequently66. I wish I could spend more time with my familyWork67. At work, you position is important to have the respect of others68. Having a stable and secure job is important to me69. It's nice to challenge someone in higher positions when you

think they may be wrong70. Liking what you do is more important than doing it well71. I travel a lot on long business trips72. I am always racing against time and deadlines73. I need to be productive even when I am traveling74. I do a lot of work on airports and airplanes75. I move a lot by car for work76. I need to be connected to work all the time

Leisure

77. I am a big sports fan

78. I like traveling abroad on my vacations

79. On my spare time I watch a lot of TV

80. My biggest relaxation activity is listening to music

81. I go to music concerts a lot

82. I read at least 2 books a year

83. I read weekly news magazines

84. I like reading fashion magazines

85. I like watching fashion shows (fashion defiles)

86. I meet new people via Internet

87. I use the internet a lot in my spare time

88. I frequently watch films on DVD or VCR

89. I read the newspaper every day

90. I go to the movies and the theater a lot

91. I exercise to keep healthy and fit

92. I practice outdoor activities and sports on the weekends

93. I love shopping

94. I go out to bars and night clubs a lot

95. When I am not working or studying, I prefer to stay at home

and relax

Rational13%

Upscale Professional

12%

Stylish Mainstream22%

Sociable Youth13%

Individualist Professional

11%

Stylish Low Budget17%

Traditional12%

Weight of Segments - LATAMWeight of Segments - LATAM

How are they?How are they?

Super connected, they are adventurous, daring, they worry

about fashion and they like to run risks. Hedonists, like to have a good time and enjoy life to the

fullest - Carpe Diem. Their family is not one of the most important

things in this stage of life in which they are. They focus on career,

studies and friends.

13%13%

Sociable YouthSociable Youth

What do they do?What do they do?

They seem to have a more exciting social life, they like shows,

concerts, bars, meeting people through the Internet, and to be

with friends. For this reason they want to be always connected, not

losing anything.

What do they expect from a mobile phone handset?What do they expect from a mobile phone handset?

They don't want a basic or totally simple mobile. They value functions, Internet and Camera in a cell phone. For them technology is important,

they are very open to novelties and more daring models in terms of

design as well features.

Sociable YouthSociable Youth

What is a mobile phone to What is a mobile phone to them?them?

A mobile phone has the function of keeping them " connected " to this world of opportunities and challenges that they want to be involved with. Therefore they want a more daring and modern model. Vibrant, personalized, beautiful, small,

colorful, made of differentiated materials, with a camera, Internet. They want a

modern, fashionable mobile phone wich has vibrant colors.

13%13%

Who are they?Who are they?

Men and women, adolescents and young adults (between 15 and 29 years old), middle and high social class, single, in

general students, part are already working. More mobile phone users than other

segments, larger concentration of post-paid, they haven’t owned their current

handset for a long time and they intend to change or to acquire a new handset sooner

than other segments.

Segmentation - WeightsSegmentation - Weights

WeightsWeights

Sociable Youth

Rational Stylish Low Budget

Total

WeightsWeights

Upscale Professional

Stylish Mainstream

Traditional

independent Professional

Seg 110%

Seg 214%

Seg 326%

Seg 428%

Seg 59%

Seg 69%

Seg 74%

Segments by CountrySegments by Country

Mexico Chile

Brazil

Seg 110%

Seg 214%

Seg 319%

Seg 42%

Seg 518%

Seg 67%

Seg 730%

Seg 112%

Seg 27%

Seg 311%

Seg 44%

Seg 513%

Seg 638%

Seg 715%

Segments by CountrySegments by Country

Argentina

Colombia

Seg 121%

Seg 227%

Seg 312%

Seg 46%

Seg 512%

Seg 67%

Seg 715%

Seg 120%

Seg 222%

Seg 322%

Seg 44%

Seg 512%

Seg 612%

Seg 78%

Thank You!Thank You!