Going mobile
Point Forward studied ten vertical markets across three countries (US, China, and Italy) to understand work-related mobile communication needs. We interviewed and shadowed people with mobile jobs including police officers, utility workers, nurses, and field salespeople. We got an even wider perspective by also talking with the customers of the workers we studied. While some cultural differences were identified across the three countries, a new segmentation model was created that transcended geography and industry to focus instead on occupation. Surprisingly, there were more opportunities around communication and information needs than around degrees of mobility. Product priorities were established and several new market opportunities were identified. |
