003 Appendix C - 1 Needs Analysis

8/6/2019 003 Appendix C - 1 Needs Analysis

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Appendix C-1 Scenario generation of Needs Analysis for Mobile services – the creation of the new markets

The central premise of needs analysis is to identify those needs which are the key drivers of consumption of goods and services. Behind needsstand the Motivations for higher level goals, such as self realisation through self improvement. For instance, a motivation for self-gratificationdrives needs for entertainment.

For mobile services in the EU, needs may include up to at least 9 key groups of drivers, which may have different levels of generality: -

1. Social relations including family2. Social welfare and inclusion, including government/administration access amid cultural diversity and multiple communities3. Working efficiently and conveniently for all sizes of firm4. Self assertion, including reskilling and education (from self improvement motivations) and also personalisation5. Ageing population support, in living and working6. Health and disability support7. Transport and mobility8. Stress relief, leisure, relaxation and escapism9. Security at several granularities – individual – group – nation – and at several levels - personal physical survival/protection,

data protection, financial protection

The derivation of services from the scenarios, via the needs follows the path below:-

IPTS/ JRC/ EC FMS - Future mobile services and markets

Input for the workshop 31 MARCH 2005

By:

Simon Forge

Colin Blackman

Erik Bohlin



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FMS IPTS SCF Associates Ltd

The Methodology to calculate Traffic volumes from User types and Services, in outline

Numbers of

users by

type of user

Applicationtypes

for eachuser type

Table of scenarios-motivations-needs-applications

Scenarios 3

Scenarios

2

Scenarios 1

Amount of

Application usage

(minutes per day)

by each User type

for each Application

Traffic volumesby user type,application,

and

network

service

Table ofApplications

againstContentservices

& networkservices

User typesfor eachscenario

at each epoch

Table ofUser types

for eachscenarioat each epoch

Elucidating services (users want) from Scenarios

Economic

Scenario

Social

Activitypatterns

Workingpatterns

Livingpatterns

MotivationsServicesRequired

Usages

byneed





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Ubiquitous access –home, work, inside,outside

Mobile applications – worksupport, lifestyle and conveniencesupport

Mobility

Accessibility of services

and info

Good (High speed) access Security

TransparencyBelonging Group communication Group identification Socialisation

Comms services Multi-partyPrivacy

Establish Who am I? Security authentication services Individual autonomy Control private information -identity theft Protect from state abuse

Identity

Personality assertion Personalisation Ease of use Affordability

Where am I? Location services - Locationenabled applications

Affordability

knowledge acquisitionHigh disposable income

sets many realisablegoals

Autonomy much later forolder workers as betterhealth and medicaltreatment

Self gratification/ stress relief

Escapism Entertainment Relaxation Distraction

Provision of entertainment forrelaxation

Ease of use Fashion Advance of general availability

Explanation of terms used in the motivation classification Self realisation and assertion – the need to create an entity of self, through actions which prove self both inwardly and by recognition

in a wider, outside world Self gratification / stress relief – the need to amuse self, distract and perhaps relax against stress of workstyle/ lifestyle and possibly to

reward self Security – the need for protection and support in a world where (violent) crime is still prevalent giving a need to maintain contact to

summon help or information Mobility – the need for support for a lifestyle and workstyle which involves continual transport across different geographic

environments, mainly home, street, office and vehicle situations Belonging – the need for emotional support through attachment and reciprocal support, using a group, and forming part of a

supporting community who have concern for the self, such as the family Identity – the need for a definition of self, through actions, artifacts, styles of living Portability – the requirement for transport of the living/working mobile environment with complete continuity and maintenance of

context, in order to take the lifestyle and its support mechanisms wherever the user may be







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Segmentation

For each of the scenarios we can identify certain groups who will form the mass of the customers – for both business and consumer

population – and who will have to some lesser or greater extent needs from the 10 groups above.

Scenario Main segments (may overlap)1 Smooth Complex segmentation with high disposable

income to drive very different needs profiles Highly sophisticated and varied use of ICTs

Knowledge workers (largest segment of workers) Single parent families Single person homes Mobile workers Children

Aged and working Infirm/ disabled and working Aged/infirm not working High net worth individuals/families Growth of single person companies (SOHO segment) SMEs – largely in EU Corporates and multinationals – inside EU and global footprint

2 Stagnation Simpler segmentation and low disposable

income so demands converge Less usage of ICTs

Those without work (up to 50% of active population) drifting into the unofficial economies forwork

Working but on low or minimum wage (majority in work) including public sector employment Within those working, workers who have downshifted (to a lesser career) probably having a

family, more technophobic Knowledge workers High net worth individuals/families Grey and green economy single person traders and larger organisations, outside the normal

economy, some companies unregistered SMEs Corporates and multinationals – inside EU and global footprint

3 ChangeStrong segmentation defined by large differencesin total and disposable income and in the degreeof usage of ICTs

Those in work (in growth regions) – large proportion of migrants who are also knowledge

workers In reskilling education/ training Those outside growth regions, on fixed or reducing incomes High net worth individuals/families Growth of single person companies (SOHO segment) SMEs – largely in growth areas Corporates and multinationals – inside and outside growth areas and outside EU

003 Appendix C - 1 Needs Analysis

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