1. Terminal based telecommunication service and handset usage monitoring Helsinki University of Technology 7.6.2005 Hannu Verkasalo

2. Contents Thesis objective and context Thesis objective and context Research methods Research methods Project findings Project findings

3. Thesis objectives To find whether there is any linkage between background / demographic variables and smart phone usage behavior To find whether there is any linkage between background / demographic variables and smart phone usage behavior Segment smart phone users and conclude marketing oriented outcomes Segment smart phone users and conclude marketing oriented outcomes Demonstrate the viability of terminal based handset and telecom service usage monitoring Demonstrate the viability of terminal based handset and telecom service usage monitoring

4. Terminal based usage monitoring

5. Project plan

6. Research methods Factor analysis Factor analysis Cluster analysis Cluster analysis Discriminant analysis Discriminant analysis ANOVA and MANOVA ANOVA and MANOVA GLM regression methods GLM regression methods Survival analysis Survival analysis

7. Outcomes - General describtive statistics

8. Outcomes

9. Outcomes - Three identifiable usage clusters

10. Outcomes

11. Outcomes

12. Outcomes

13. Outcomes

14. Outcomes -There are patterns between user demographics and smart phone usage -Users can be segmented; this holds concrete business value -Users tend to concentrate their usage actions -Smart phone usage patterns change in time -It is possible to monitor users with terminal based software