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- efits ('we/efficiency oriented') VS. Instant Gratification (me/entertainment oriented)'. See Figure 2.5. The first dimension, 'Exploration VS. Stability', is the most important differentiator between consumers. It also measures at what pace people need and require changes in their lives. People near the Exploration end are characterized by: Continuous personal development Positive to changes and innovation, flexible Explorative and mobile, get the most out of life Look ahead rather than looking back New technology is interesting, fun and has to be conquered High tech and new mobile services are interesting Brand loyal if brand lives up to their need for constant development Understanding Changing Telecommunications - Building a Successful Telecom Business Exploration Lasting Instant benefits gratification Stability Figure 2.5 The Monit