egment may prefer a hectic life with adventures, parties and friends. One user may regard mobile phones and PC purely as End-User Needs and Demands necessary tools, another user may love to buy, use and show all his friends the hottest communicators with the latest multimedia applications. Therefore there are also other criteria for segmentation, such as values, attitudes, behaviour, demography and cultural differences. The conclusion is that there is a strong need for a refined model that goes beyond the pure life stage. Such a model has been developed by Ericsson Consumer Lab. It is called the 'Take five model'. Both Western and Asian trends are taken care of in this segmentation. The business and society sector can also benefit if looking at an organization as a number of individual users/employees. The 'Take five model' covers the life stages by means of age (youth, middle-age, older), but also by means of education level. As an example, young/middle-age educated is an important life-stage group. 2.3.2 THE TAKE FIVE MODEL AND ITS 'MAP' Consumer Lab has developed a mapping concept called the MarketRealityTM Monitor, in order to cater for values beyond life stages, in particular socio-cultural values and atti- tudes to telecom including more general aspects of human communication. The Monitor describes the telecom market from a consumer perspective. The monitor space can be used for plotting each individual. It is also possible to plot different segments, behaviours, attitudes etc. The Take Five segments will be presented below. Even more interesting in the context of this book are perhaps the attitudes to telecom in many respects: Positioning of services, such as mobile text messaging (SMS/e-mail), ring tones, sync services etc. Spending level - average revenue per user (ARPU). Prepaid versus postpaid. Mobile versus fixed. Usage: heavy-low, business-private. Triggers for diffusion of services to the sectors of the model. The Monitor consists of two dimensions: 'Exploration VS. Stability' and 'Lasting Ben- efit