n. The segments are: Singles. Singles are people of all ages, although dominantly young people not yet settled in a fixed relation and where the friends are important. This group is also called 'Free Ones l' (Copenhagen Institute for Future Studies, CIFS). 2. Couples. Couples focus more on the internal relation and home although still main- taining relations with friends. 3. Couples with children. This group focuses even more on internal relationships than the time without children. Time has now, if not before, become a critical factor. Single parents. The children have left home. Freedom and economy improve. They now want to do a lot of things they did not have time for before. This group is also called 'Free Ones 2' (CIFS). 5. 65+. Retired from regular work, but may take on temporary or project tasks 'for fun'. New generations of '65+' are expected to have good health and to be very active. They will increasingly take advantage of the emerging range of new services. Users within each segment have a lot in common, but due to personal life styles, values and ambitions the variations within each segment may be considerable. One user may prefer a quiet home life, another within the same segment 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 