s ('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 Monitor 'map' model People near the Stability end are characterized by: Present situation more acceptable than what may come tomorrow Clear opinion of how things should work, not very flexible to change Seek comfort and security Follow routines More sceptical towards new technology, which they find scary User friendliness, transparency and late adoption of new technology Loyal to brands perceived as reliable, stable and traditional Lasting Benefits VS. Instant Gratification is the second dimension, and has to do with the relationship between one self and others. People near the Lasting Benefits end are characterized by: Strong concerns for others/the world Strong sense of morals Equality for everybody Not impulsive buyers Have high expectations: of people, brands/products, want quality New technology is only accepted if it gives them a truly rational benefit Often more work oriented in their adoption of new technology Brand loyal if satisfied with the products and if the brand stands for the right thing End-User Needs and Demands People near the Instant Gratification end are characterized by: Me-oriented, strong individual desires Strong appetite for pleasure Live for the moment Spontaneous a