a) Segmentation of comms platform uptake

• Enthusiasts 11%, Functionalists (=measured engagement) 17%, Economisers 8% (cost matters), Abstainers 21%
• Z? - what cross over with our mkt segments?

b) Mobile phones or landlines?

• Global mobile 2x internet penetration, Italy 38% homes no landline 2006
• Z? – what is our mobile offer?

c) Smart phones (?4G)

• Now 13% of sales (iPhone, Blckbry, Nokia)
• Z? – is our website mobile friendly?

d) Use patterns

• Instant messaging, audio, pictures, personal organisation
• Z? – what more can we do operation schedules, outcomes, appointments?

e) Mobile marketing techniques

• 12% 18-44 yr sign in for mobile marketing alerts: text 2 win, sales alerts, coupons
• Z? – how could Z engage SMS mkting?