 etc. to obtain increased usability and improved information access for the user. Enterprises Important to Service Providers an average, services to enterprises represent today about 50 % of telecom operator's revenues. In particular they represent more than 90 % of the ordinary operator's datacom Understanding Changing Telecommunications - Building a Successful Telecom Business revenues. They have always been important drivers of new applications and services for the mass market, i.e. the private end users. Some major reasons are that enterprises have seen the potential of large cost reductions and an increase in operations effectiveness, which motivate costs for new applications and services. 2.5.4 COMBINING USER SEGMENTS AND SERVICES AND FINALLY TIME. TAKE FIVE MODEL The Take Five segmentation offers interesting target groups for service offerings and directed marketing such as 'single pioneers'. The operator must decide accordingly which segments are his main priority and how he intends to package and launch the applications to each segment, and when. The final relation refers to time factors when developing a market. See Figure 2.13. It is important to address the technology enthusiasts first. They can also more easily overlook initial technical problems with a service of the type that hit the WAP service. Marketing for WAP was, however, broad, something that eventually brought about a bad reputation. Identifying the early adopters is therefore critical. Each market is different, but Ericsson Consumer Lab has identified in most markets two main key groups of people. Using the Take Five terminology these are: Young Pioneers and Young Materialists Educated Pioneers and Educated Sociables The early adopters tend to be interested in all media such as video, and all service types such as entertainment and professional services. The early majority tends to be most interested in work-related services and transactional services, but the media possibilities are also interesting. Sales Innovators Early Early majority 