As people
increasingly seek out unique services based experiences to fill out their
Experience Space, which types of services will we see?
We will of
course see the obvious services like travel, transportation, restaurant visits,
lounges/bars and hotel stays increasingly move away from the “one size fits
all” model and move towards being micro segmented. Increasingly, however, we
will also see online and mobile services become micro segmented and take up
more and more importance, and share-of-time, in consumers’ Experience Space.
Services
like ASmallWorld have positioned their online social network service towards a
narrow, exclusive audience, keeping itself micro segmented by having a country
club style sign-up approach; only a certain number of invites from existing
members can secure a new member access. ASmallWorld’s micro segment is
essentially socio-economically self-segmented network focused on people who
travel between the major cities of the world and enjoy fine dining, travel and
clubbing, yachting and so on.
Mobile
services holds perhaps the most interesting and promising prospect for a micro
segmented service that can help consumers fill out their Experience Space, or
rather, assist them in filling in the space. The mobile phone is with you all
the time, it’s very form factor makes it personal and the fact that it comes
with a subscription provides unprecedented opportunities for micro segmenting
all aspects of the mobile experience, from the point where you purchase the
phone and the subscription, through to how the service adapts to your needs
over the lifetime of the subscription.
We will
also see shopping become a lot more experiences driven. At the FT Business of
Luxury Summit the CEO of Simon Property Group, David Simon, spoke about the
increase in destination shopping. His firm, which is one of the largest owners
of retail real estate in the world, appears to have understood the importance
of segmenting shopping experiences. It has in its 200 million square feet
portfolio targeted properties ranging from in one end The Forum Shops in Las Vegas
Activities like gambling, gaming, cinema experiences, theatre and opera will increasingly be themed and segmented to difference audiences to further deepen the interest. San Francisco Opera’s Bravo Club, whose events I go to, presents themselves as “a group of young adults dedicated to building a new audience for San Francisco Opera.”

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Posted by: Mudricar | August 10, 2009 at 02:45 AM