Social class remains a key demand driver on both a micro and macro level.

The perceptual map of the global cell phone market based on features and price is as follows:

The first point of segmentation is with respect to behavior, in particular the benefits sought and usage rate. The demand in the developed world for smartphones has been driven by demand for new features. Younger consumers are heavy users of text messaging and this has driven demand for smartphones (IDC, 2010). Growth of the Blackberry is related to the need for quality communications application while the growth of the iPhone has derived from consumer interest in gimmicky applications. There is room, then, for segmentation with respect to behavior because the feature emphasis drives demand for particular devices. Users seeking only basic features -- phone, text, camera -- will be satisfied with a traditional mobile phone.

The second point of...
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