g 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 Late majority Laggards adopters Pioneers Youth Pioneers Middle-age Materialists Youth Materialists Middle-age Sociables Young/ middle-age educated Sociables Basic educated/older Achievers Young/ Launch Rapid growth Brand leader Maturing market Generic competition middle-age educated Achievers Basic educated/older Traditionalists Rate of adoption Figure 2.13 Illustration of the market development over time End-User Needs and Demands Target groups linked to new mobile services Young and Young and Middle-age well- Middle-age well- educated educated Pioneers Materialists Pioneers Sociables and achievers All services, especially services that enrich the Work-related services communication (photo that increase efficiency or video communication) and flexibility and increase security Transaction services Also interested in Enrichment of the professional services and communication entertainment! Base: Mobile phone users in USA, France, Japan and China Figure 2.14 Combining age and the Take Five model to analyse services Combination of Take Five Segments and Telecom The following relationships between segments and telecom illustrate the usability of the model for telecom purposes. Figure 2.5 is used as a watch dial to indicate the most typical users. It is reproduced as Figure 2.15. Mobile services - For mobile services see Figure 2.14. Positioning of prepaid versus postpaid users - Young people and low usage people are generally pre-paid users, while professionals are usually a combination of pre- and post-paid users. To maximize initial take-up, it is therefore imperative that new services (such as MMS) are available to both 