- Young/middle-age Achievers - Basic educated/older educated Traditionalists End-User Needs and Demands The Matrix- two different dimensions The life-stage dimension Adulthood Managers/ Basic Self- Others educated employed working workers or Youth (educated) (educated) non-working Seniors Pioneers Materialists value/ attitude Achievers dimension Sociables Traditionalists Figure 2.6 The life stage-value/attitude matrix Exploration 'It's new, it's advanced, it's fun and it's the future - I want it' 'I've given this some thought 'It's new, it's fascinating, it's fun and it will be a useful way to and it looks good - I want one too' improve my quality of life - I know what I want' Lasting Instant benefits gratification 'It's seems to be reliable, easy to use, it makes life more 'It's impressive, helps me in my safe and it's highly recommended everyday life and it looks like a - I'll buy one too' good deal for me' Stability Figure 2.7 The overall human segmentation of the Take Five model Positioning the Nine Segments into the Map See Figure 2.7. Together with the description of the monitor axis, the value/attitude dimen- sion and the life-stage dimension, and the location of segments into the figure, we have a useful human map. Understanding Changing Telecommunications - Building a Successful Telecom Business 2.3.3 THE ENTERPRISE AREA ENVIRONMENT AND ITS END-USER CHARACTERISTICS AND SEGMENTS What are the enterprise communication needs? Business users, including both companies and individuals, need to be effective and competitive in their professional operations. Effective communication and essential infor- mation services are therefore a vital need. Business users must maintain an anytime and everywhere efficient communication with customers, partners, information sources and branch offices, and employees on the move. Fast anytime access to people and information is a must for a successful business. There are of course specific needs depending on the type of business operations, company size and geographical allocatio