TOMMASO – IL PRAGMATICO 14.02.2003

TOMMASO-IL PRAGMATICO “In my office I am completely connected. We have an internal network that works very well; I can book a phone call, use teleconferencing or even videoconferencing. I have a dedicated Reuters terminal, a financial network, the Internet and our Intranet. I use all these services for my work and I also read a series of newspapers and magazines. But these are only work instruments for me. When I go back home from work, I relax and watch TV. I very rarely use the telephone, only if I have to.”

TOMMASO-IL PRAGMATICO MOTIVATIONS: SELF Tommaso is 53 years old. He is a banking executive and lives with his family in a big house in the countryside. Althought he works in town, he prefers to live in the small village where he’s born. He has many memories and affections connected to this place, as well as his most important friends. Everything needed can be reached with a short drive. Therefore, Tommaso takes the train every day to work in town and comes back in the evining around dinner time. His job is very challenging and full of responsibilities, but Tommaso doesn’t consider himself a stressed person. He wakes up full of expectations every morning and trusts thatl he will accomplish some new objective during the day. In the evening, when he enter the house, he leaves work behind and relaxes in the company of his family. For Tommaso the weekend is even more full of activities. He wakes up very early and goes hunting or biking, takes care of the vegetable garden and of his dogs, goes to the beach or to the mountains with his wife. In short, he never lingers.

TOMMASO-IL PRAGMATICO MOTIVATIONS: FAMILY Tommaso’s family is an enlarged one, with several generations living under the same roof. Besides his wife and his two sons, his old parents also live in the house. Tommaso tries to make them feel active and useful. Everyone in the house have things to take care of, and engage in family life in some way. His sons, both university students, still need Tommaso’s support, and even if he can’t influence them too much, he is actively dedicated in helping them be succesfull. MOTIVATIONS: FRIENDS In his free time there are many opportunities to meet friends. Every year Tommaso goes skiing with his collegues for a week, and on Saturdays he goes hunting with his local friends. On free evenings he oranises dinners with his wife and often they go for holidays with other couples. Even in the small village where they have a holiday house, Tommaso knows many people and has found good companions to go sailing with. MOTIVATIONS: COMMUNITY His wide social network helps him to pursue a broad range interests, both related to work and private life. If he needs some information, he alway knows someone to ask, if he needs to buy something, he knows the the best place to contact, if he wants to go biking, he always finds a friend to go with.

TOMMASO-IL PRAGMATICO MOTIVATIONS: WORLD Tommaso’s work requires him to be very aware of events in the world, because all types of news have some kind of economical implication. Tommaso reads three or four newspapers on a daily basis, including two specialised in finance. News have a very different impact on him then on a regular reader. Often Tommaso knows things that are not made public in the press and he can easily recognise when information has been manipulated. Unfortunately this happens quite often. Even when he reads the newspaper at home, for his personal interest, Tommaso cannot avoid to consider the implications of the events for his company. He also regularly buys some general cultural magazines, but only for cultural content, because he is more informed than these magazine about political news In his office Tommaso has access to a great quantity of news in real time; he receives press releases on a dedicated terminal, he constantly accesses a financial network and he’s always connected to Internet.

TOMMASO-IL PRAGMATICO “The telephone is very useful for my parents. On a piece of paper, I have written the most important numbers that they might need to call.”

TOMMASO-IL PRAGMATICO MOTIVATIONS: MEDIA/DIMMITUTTO The mobile phone became a new information channel for Tommaso when he subscribed to a service that sends him SMS’s with a selection of ANSA press releases. Usually, Tommaso browses through them on his way back home on the train, since he uses other sources at work. In any case, he accumulates them without reading them. The telephone is generally a work instrument for Tommaso; in the office he spends a third of the day on the phone. Every phone is connected to an internal network and can access a wide range of services, form call booking to videoconferencing. Tommaso finds this system much more efficient and versatile than the services offered by public companies. When he comes back home he’s so fed up with the telephone that he only uses it when it’s necessary, mainly to call his sons when they are out. Usually he uses the fixed line because the mobile is paid by the company and he doesn’t want to take advantage of it. The home telephone is also an essential aid for his old parents. When they are alone at home it their only way to communicate with their family and with the external world. Tommaso prepared a piece of paper for them with all the most important numbers written in big letters. RELATED SERVICES: ViVi EASE, ViVi LOCAL, ViVi VERDE