Smart in partnership with Singapore MobileOne
This is a wonderful segmentation strategy. Smart, a mobile company in the Philippines, is signing an agreement with MobilOne in Singapore catering to 85,000 Philippinos living in Singapore. The service offering? Give overseas Philippinos access to Smart's products, such as cheaper messaging, voice call rates and similar.
This agreement is following a similar one that catered to Philippinos in Hong Kong, and a rollout to the US, the Middle East and Italy is in the pipeline.
Why is this great? Simply because Smart is marketing or segmenting to circumstances - Philippinos overseas in need of contacts to the Philippines. This contrasts to traditional segmentation strategies, which breaks down groups into demographics, income, gender, and so on resulting in a noise for all the other user groups.
Way more successful and useful in the same time.
This agreement is following a similar one that catered to Philippinos in Hong Kong, and a rollout to the US, the Middle East and Italy is in the pipeline.
Why is this great? Simply because Smart is marketing or segmenting to circumstances - Philippinos overseas in need of contacts to the Philippines. This contrasts to traditional segmentation strategies, which breaks down groups into demographics, income, gender, and so on resulting in a noise for all the other user groups.
Way more successful and useful in the same time.
posted by Andreas @ 4:56 pm
<< Home