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Conference Paper
Mobile Handset Value Market Segmentation - Case of Mobile Handset Market in South Korea
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- Authors
- Yonghee Shin, Hyori Jeon, Munkee Choi
- Issue Date
- 2011-11
- Citation
- International Conference on Computer Sciences and Convergence Information Technology (ICCIT) 2011, pp.348-351
- Language
- English
- Type
- Conference Paper
- Abstract
- We suggest a value market segmentation method for high-tech markets. Our research scope is the mobile handset market, which has the technology characteristics of a high-tech industry such as short cycle innovations, short technology development periods, and quick changes in customer needs. Thus, researchers and company strategists would use value or benefit segmentation method for high-tech market segmenting, because the characteristics may react to frequent changes. A value based market segmenting items are stable items for a long time, and so precisely explain customer needs. Specially, values related with product’s attributes have been shown to be more powerful items. In this paper, we try to show the superiority of a value market segmentation method through a Korean mobile handset market empirical case study.
- KSP Keywords
- Customer needs, Empirical case study, High-tech industry, Long Time, Market segmentation, Research scope, South Korea, Technology Characteristics, mobile handset, segmentation method