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| Author: | O'Regan, M. (et al.) |
| Title: | Optimizing market segmentation for a global mobile phone provider for both targeting and insight |
| Journal: | Journal of Advertising Research
2011 : DEC, VOL. 51:4, p. 571-577 |
| Index terms: | mobile phones market segmentation telecommunication international organizations consumer behaviour |
| Language: | eng |
| Abstract: | This paper describes a multi-country segmentation of the mobile telephony market conducted on behalf of Mobile Telesystems (MTS) in Russia, Ukraine, Belarus, Uzbekistan and Armenia. Objective of the segmentation was to maintain a common framework across all countries. The study relies on combined survey and billing data. |
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