Skip to main content

Key to Mobile Enterprise User Segmentation

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. As wireless becomes the glue that links offsite and onsite productivity, Strategy Analytics' groundbreaking analysis, "Mobile Professional Segmentation and the Importance of Optimized 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 email 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 optimized 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 email 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."

Other key points from the study include:

* Nearly 8-in-10 PIM Freaks and Content Creators select their own devices
* PIM Freaks and Content Creators spend two-thirds of their time using the data functions on their devices in indoor domains ("at home" or "at work")
* Over 70 percent of PIM Freaks and Content Creators use a notebook computer
* PIM Freaks spend 13 percent more per month on wireless than the average business cellular user.

Popular posts from this blog

Why 2025 Will Redefine Mobile Connectivity

As international travel rebounds to pre-pandemic levels in 2025, the mobile communication roaming market is at an inflection point. Emerging technologies and changing customer preferences are challenging traditional wholesale roaming agreements between mobile network operators (MNOs). The global wholesale roaming market is projected to more than double, from $9 billion in 2024 to $20 billion by 2028. This surge will be fueled by the expanding deployment of 5G Standalone (SA) technology, which enables real-time roaming connections and activity monitoring. But beneath this headline figure lies a complex landscape of regional variations and technological mobile service disruptions. Global Mobile Roaming Market Development Western Europe dominates inbound roaming connections, largely thanks to its Roam Like at Home (RLAH) initiative, which eliminates roaming charges among member countries.  Meanwhile, the Indian Subcontinent is emerging as a growth hotspot. Between 2024 and 2029, inbou...