Algebra, Slide Rules and Hammers – a Mobile Telecoms Segmentation

In this paper the authors share their 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 6 main European markets. In 2006 the segmentation was fully operationalised in the UK and formed the basis of Orange UK’s highly successful Animal tariffs campaign. The paper highlights the main learnings from this process and shows 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.

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