Mobilprodusentene må endre markedsstrategi

Understanding the market is necessary if the handset manufacturers are to develop mobile handsets that suit the many different micro segments, as the handset market and handset manufacturers are moving away from developing mass-market mobile handsets to developing segmented handsets - from no customisation to mass customisation.

There will therefore be a far greater focus on the customer on the future mobile market, than there is today, where the mobile sector is generally more focused on technology than customers actual tastes and needs. The handset manufacturers will also need to focus more on the customers. Nike is one example who has developed a concept where customers are in focus and can via a web site design their own clothes shoes etc from Nike. This concept can be copied by the mobile industry, so a mobile provider could for example offer their customers to design their own mobile handsets.

Increasingly narrow segments