Section 1: The Role and Objectives of Segmentation

• Contribution of segmentation to marketing and corporate strategic objectives
• Critical appraisal of current telecoms segmentation approaches
• Measuring segmentation
• Quantitative measurement criteria
• Qualitative measurement criteria

Section 2 :Drivers for a Different Approach to Segmentation

• Developed market challenges
• Emerging market challenges
• Key telecoms trends: more than voice, mobile Internet, applications, user-generated content and personalization
• Customer 2.0 expectations and customer lifecycle
• Impact of trends on segmentation techniques

Section 3: New Methods for Identifying and Quantifying Telecoms Market Segments

• Attitudinal and behavioral segmentation in business and consumer markets
• Macro- and micro-segmentation techniques
• Social network analysis
• Customer data sources and analysis
• Segment validation techniques
• Contribution of new techniques to marketing and corporate strategic objectives

Section 4: Designing Segment-Specific Marketing Approaches

• Customer-centric solutions design
• Differentiated segment marketing approaches based on the 4Es framework (experience, exchange, everywhere, engagement)
• The role of brand in solutions relevance and the customer value proposition
• The role of CRM in delivering relevance and increasing segment satisfaction