Early Adopters: Sophisticates and Socialites...
17-19 Sept (7 Hours)
Sophisticates
Supposedly adopt MDS to fulfil status needs and are influenced by celebrity users and in mass media
Gives me the impression that they don't really know or care what the product/service can do for them, as long as it looks good enough. Design and packaging might be more important than the product itself. Practicality might only be important to a very small extent. Perhaps they are motivated more by "boasting rights" e.g. "New handphone? oh, this isn't a handphone. Its an all in one communications device which lets me surf WAP and keep connected all the time." Even though they don't really use it for more than calling and SMS.
On this group, there seems to be a twofold influence. Firstly, the Product/Service Design definitely seems to affect their adoption of MDS. Secondly, society's influence might play a part. In this, there seems to be some similarities between Sophisticates and Mobile Pros in that they are both influenced by other groups of users who might belong to any of the market segments
Socialites
Something like social smokers/drinkers, they adopt MDS for connectivity and do not really use it much, hence they are unwilling to pay for it. They use it to keep in touch while on the go, and are influenced by family and friends. There's no point buying a handphone with SMS to keep in touch with family and friends if family and friends to not own a handphone.
Are these people really influenced by design? My opinion is that to this group of people, practicality is more important. Which explains why there are phones like the ****** and the ****** (models have been deleted to avoid offending anyone) which boast a qwerty keyboard and are very easy to use to send email and sms but still look like crap.
For this particular group of people, two things seem to matter most. Firstly that they can use it to connect to other people or their thoughts (web) and also the opinions of their family/friends who may or may not have access to MDS.
Seem more likely to adopt if Family and friends are already using MDS.
Thats all for now... Got to get started on my law tutorial. Have three graded assignments/projects which are all due on Tuesday and I've got a group meeting for accounting later.
Sophisticates
Supposedly adopt MDS to fulfil status needs and are influenced by celebrity users and in mass media
Gives me the impression that they don't really know or care what the product/service can do for them, as long as it looks good enough. Design and packaging might be more important than the product itself. Practicality might only be important to a very small extent. Perhaps they are motivated more by "boasting rights" e.g. "New handphone? oh, this isn't a handphone. Its an all in one communications device which lets me surf WAP and keep connected all the time." Even though they don't really use it for more than calling and SMS.
On this group, there seems to be a twofold influence. Firstly, the Product/Service Design definitely seems to affect their adoption of MDS. Secondly, society's influence might play a part. In this, there seems to be some similarities between Sophisticates and Mobile Pros in that they are both influenced by other groups of users who might belong to any of the market segments
Socialites
Something like social smokers/drinkers, they adopt MDS for connectivity and do not really use it much, hence they are unwilling to pay for it. They use it to keep in touch while on the go, and are influenced by family and friends. There's no point buying a handphone with SMS to keep in touch with family and friends if family and friends to not own a handphone.
Are these people really influenced by design? My opinion is that to this group of people, practicality is more important. Which explains why there are phones like the ****** and the ****** (models have been deleted to avoid offending anyone) which boast a qwerty keyboard and are very easy to use to send email and sms but still look like crap.
For this particular group of people, two things seem to matter most. Firstly that they can use it to connect to other people or their thoughts (web) and also the opinions of their family/friends who may or may not have access to MDS.
Seem more likely to adopt if Family and friends are already using MDS.
Thats all for now... Got to get started on my law tutorial. Have three graded assignments/projects which are all due on Tuesday and I've got a group meeting for accounting later.
posted by ~Z~ | 4:39 AM
0 Comments:
Post a Comment
<< Home