A Brave New World: Using Anywhere as a Competitive Differentiator for Consumer Markets

The Anywhere Consumer

Joshua Martin

October 2008

© Copyright 2008. Yankee Group Research, Inc.©All rights reserved.
Copyright 2008. Yankee Group Research, Inc. All rights reserved.
Title of Presentation www.yankeegroup.com 1
Month and Year Page

What Is Anywhere?

Our vision for how the
emergence of ubiquitous
connectivity transforms
consumers, enterprises
and the world we live in.

Navigating this
transformation is
Yankee Group’s
sole focus.

© Copyright 2008. Yankee Group Research, Inc. All rights reserved. Title of Presentation Month and Year Page 2

Connectivity Sparks

• A common network

• Broadband demand

• Wireless ubiquity

These are forming the
Anywhere Network


The Global Scope of Anywhere’s Impact

New kinds of consumers New kinds of devices

New kinds of connections New ecosystems

Agenda

• The Importance of Anywhere
• Anywhere Consumer Segmentation
• The Rules of Anywhere
• The Evolution of Anywhere
• Marketing to the Anywhere Consumer
• Conclusions and Recommendations


We Live in a Converged World

Devices to Watch Video On Sources of Content


Methodology

• Source:
– Yankee Group Anywhere
Consumer: Penetration
and Usage Survey
• Fielded:
– April 2008
• Conducted:
– Online with phone
supplements
• Respondents:
– 4,000+
• Segments:
– Created through SPSS
Cluster Analysis


The Road to Anywhere


The Segments

An Overview
• Actualized Anywheres are the
most Anywhere.

• Outlet Jockeys are Anywhere
on the go, but not at home.

• Digital Shut-ins are somewhere
at home.

• Technophytes are later
adopters driven by price cuts.

• Analogs are uninterested in
technology and will grudgingly
be pulled along—eventually.


Meet the Segments


Anywhere’s Real World Impact


A Day in the Life…

Actualized Anywhere Analog

7:00




7:00

8:30




7:00

8:30

10:00




12:00




12:00

3:00




12:00

3:00

5:00




6:30




6:30

8:30


Why the Segments Matter

Actualized Anywheres The segmentation
are the highest ARPU provides an opportunity
subscribers but are to determine the perfect
also the least loyal. gift for each segment.

Digital Shut-ins are
poised to increase
their at-home ARPU
by subscribing to
advanced services. Technophytes tend
to adopt technology
Analogs present a 3 to 4 years after the
long-term solution early adopters.
for aging subsidized
pay-TV technology.


The Future of the Segments

Actualized Outlet Digital Technophytes Analogs
Anywheres Jockeys Shut-ins
WiMAX/LTE Bring Lower smart Make them Subsidize,
Anywher phone prices thought leaders subsidize,
e home subsidize

Embedded Better Lifestyle Price cuts Let them
connectivity bundles enhancements disperse
in CE


Device Ownership by Segment

AA: 60%
OJ: 45%
DSI: 35%
Tech: 18%
Analog: 7%



Own Buy
AA: 82% 5%
OJ: 95% 4%
DSI: 75% 6%
Tech: 45% 8%
Analog: 18% 4%



AA: 92%
OJ: 89%
DSI: 83%
Tech: 82%
Analog: 48%



AA: 67%
OJ: 48%
DSI: 51%
Tech: 33%
Analog: 24%


Intention to Buy by Segment



AA: 5.0%
OJ: 1.5%
DSI: 0.5%
Tech: 2.2%
Analog: 0.8%



AA: 7.3%
OJ: 1.0%
DSI: 0.2%
Tech: 0.3%
Analog: 0.1%



AA: 8%
OJ: 5%
DSI: 4%
Tech: 4%
Analog: 1%


Identifying, Understanding and Selling Anywhere


Getting the Message Right


You can’t buy Fit hundreds of Bring your The newest way No need to
a paperback paperbacks in entire library to read books clutter up
when you’re your backpack anywhere and newspapers your house
sitting on a bus with many
books!


Getting the Message Right


You can’t buy a Fit hundreds of Bring your The newest way No need to
paperback paperbacks in entire library to read books clutter up
when you’re your backpack anywhere and newspapers your house
sitting on a bus with many
books!

For your many To replicate the For the Your new laptop Use your
devices portable ultimate is useless laptop
experience at at-home without it anywhere
home convenience


Ye Rules of Anywhere Consumers

The Five
Commandments
1. Anywhere Consumers carry several
intelligent connectable devices.

2. Anywhere Consumers use broadband
wherever they go, through a variety of means.

3. Anywhere Consumers use technology to get
their entertainment wherever they are.
4. Anywhere Consumers define community for
themselves, regardless of geography, and they
join communities.
5. Anywhere Consumers choose technology
based on task scenario, not the subscriptions
they happen to have.


Ye Rules of Anywhere Consumers

The Five
Commandments Now Four More
1. Anywhere Consumers carry several 6. Anywhere Consumers are Anywhere,
intelligent connectable devices. even at home.
7. Anywhere Consumers use their devices
2. Anywhere Consumers use broadband
to the fullest.
wherever they go, through a variety of means.
8. Anywhere Consumers pay to play.
3. Anywhere Consumers use technology to get 9. Anywhere Consumers value
their entertainment wherever they are. Anywhereness.
4. Anywhere Consumers define community for
themselves, regardless of geography, and they
join communities.
5. Anywhere Consumers choose technology
based on task scenario, not the subscriptions
they happen to have.


Recommendations

• CE Manufacturers
– Start embedding connectivity into devices
– Expand the ecosystem beyond or into the home
– Offer a unified experience
• Carriers
– Open up networks
– Make connectivity easy
• Content Owners
– Put Content onto all devices
– Loosen restrictions on content


Q&A


Thank You

Joshua Martin Vice President
Senior Analyst
JoshuaMartin@yankeegroup.com

Come and visit us at one of our upcoming events For schedules, please
or tune in to one of our free webinars.
visit our web site:

www.yankeegroup.com


A Brave New World: Using Anywhere as a Competitive Differentiator for Consumer Markets

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