Platform Development Study
Brazil, Argentina, Mexico, Colombia & Chile
October, 2004
Methodology
 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 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 Segmentation
Previous explanation
Everybody eats and drinks.
So, is everybody our target?
Segmentation allows to achieve a
consumers group that...
... share commons
characteristics and
values
What types of consumers exist?
Segmentation allows to reach a group of consumers
that share characteristics and values in common
Consumers
with similar profiles
are part of
the same segment
Consumers
with different profiles
are allocated
in different segments.
Segmentation
Handset Style Specs
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
My Cell Phone needs to have a business, professional appearance
I like my cell phone to have a large display/ screen that is easy to see
My Cell Phone needs to have a fashionable appearance
It needs to have a more classic look
A cell phone needs to have easy-to-press keys
It should have vibrant, exclusive colors
It should be silver, grey or similar colors
I prefer fold phones that open and close
My phone should be costume made to fit my own style
I would pay more for a phone made with finer materials and better finish
It must good looking
It must be unique/exclusive
It must be sturdy/durable
I prefer a more rounded shape
I prefer simpler, more basic phones
The smaller the phone, the better
If the phone has an odd/different appearance, for me it's ok
It has to be small enough to fit in my pocket
My cell phone is a reflection of my personality
Trade 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 Statements
34. I consider myself very well informed about new
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
technologies
I rarely plan what I am going to do
I like to do many things at the same time
I am an extremely organized person
In general, I think that new technologies are
unnecessary
I like to stand out from the crowd
The place where I buy something is as important as
what I buy
The brands I buy show people how successful I am
I would pay more for a shirt of a know brand than for
one with no brand
I always try to do what is right and not what I want to
do
I always look for adventure and emotion
I like the challenge of doing something I've never
done before
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 time
52. My appearance is very important to me
53. I like to dress in the latest fashion
54. I think fashion in not important, it's superficial
55. I do a lot of shopping via Internet
56. I only do banking transactions via Internet
57. I have a stressful life
58. I constantly use text messaging in my cell phone
Attitudinal Statements
Family/ Friends
60. I like meeting new people
61. My family is the most important thing in my life
62. My friends are very important in my life
63. I prefer to talk quickly on the phone
64. I use the phone mainly to keep in touch with my family
65. I feel the need to interact with people frequently
66. I wish I could spend more time with my family
Work
67. At work, you position is important to have the respect of
others
68. Having a stable and secure job is important to me
69. It's nice to challenge someone in higher positions when
you think they may be wrong
70. Liking what you do is more important than doing it well
71. I travel a lot on long business trips
72. I am always racing against time and deadlines
73. I need to be productive even when I am traveling
74. I do a lot of work on airports and airplanes
75. I move a lot by car for work
76. 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
Weight of Segments - LATAM
Traditional
12%
Sociable Youth
13%
Rational
13%
Stylish Mainstream
22%
Stylish Low Budget
17%
Upscale
Professional
12%
Individualist
Professional
11%
13%
Sociable Youth
How are they?
What do they do?
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.
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?
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.
13%
Sociable Youth
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 postpaid, 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.
What is a mobile phone to 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.
Segmentation - Weights
12
15
15
4
9
7
9
22
12
6
12
30
12
12
37
8
27
12
4
Stylish Mainstream
7
Upscale Professional
22
18
11
4
Individualist Professional
2
13
17
Traditional
27
Stylish Low Budget
26
22
19
Rational
11
13
14
7
21
13
12
Total
Brasil
14
20
10
Argentina
Mexico
10
Colombia
Chile
Sociable Youth
Weights
Total
Colombia
11%
Sociable Youth
Chile
4%
Chile
3%
Colombia
17%
Brazil
47%
Mexico
27%
Brazil
43%
Mexico
21%
Argentina
10%
Argentina
16%
Stylish Low Budget
Rational
Colombia
19%
Mexico
29%
Chile
4%
Brazil
27%
Argentina
21%
Colombia
15%
Mexico
42%
Chile
5%
Brazil
31%
Argentina
7%
Weights
independent Professional
Colombia Chile
1%
4%
Brazil
19%
Upscale Professional
Colombia
12%
Chile
7%
Argentina
6%
Brazil
50%
Mexico
21%
Mexico
70%
Argentina
10%
Stylish Mainstream
Mexico
11%
Argentina
3%
Colombia Chile
1%
6%
Traditional
Colombia
8%
Mexico
9%
Brazil
79%
Argentina
13%
Chile
10%
Brazil
60%
Segments by Country
Mexico
Seg 5
9%
Seg 6
9%
Seg 7
4%
Chile
Seg 1
10%
Seg 7
30%
Seg 2
14%
Seg 4
28%
Seg 1
10%
Seg 2
14%
Seg 6
7%
Seg 3
26%
Seg 5
18%
Brazil
Seg 7
15%
Seg 1
12%
Seg 2
7%
Seg 3
11%
Seg 6
38%
Seg 5
13%
Seg 4
4%
Seg 4
2%
Seg 3
19%
Segments by Country
Argentina
Seg 7
15%
Seg 6
7%
Seg 5
12%
Seg 4
6%
Seg 3
12%
Seg 1
21%
Seg 2
27%
Colombia
Seg 6
12%
Seg 5
12%
Seg 4
4%
Seg 7
8%
Seg 1
20%
Seg 2
22%
Seg 3
22%
Thank You!