Ponsel Menunjukkan Siapa Anda

17, February, 2005

<!-- @page { size: 8.27in 11.69in; margin: 0.79in } P { margin-bottom: 0.08in } --> </p> <p>APA yang membuat Anda tiba-tiba membeli telepon seluler baru dan mengistirahatkan ponsel lama? Ingin menikmati lebih banyak fitur, ingin penyegaran semata atau untuk bergaya?</p> <p>Ada banyak alasan, tentu. Namun, di luar alasan ekonomi dan sejenisnya, setiap orang tetap saja punya preferensi sendiri dalam memilih ponsel idamannya.</p> <p>Artinya, yang namanya selera tidak bisa dipaksakan. Karenanya, ada yang berpendapat bahwa ponsel menunjukkan kepribadian orang yang menggunakannya.</p> <p>Maka, tidaklah mengherankan, bagi produsen dan vendor ponsel, pengenalan yang mendalam terhadap karakter pengguna teknologi bergerak ini sangat penting dalam membuat segmentasi pasar.</p> <p>Segmentasi yang tajam akan membuat vendor dapat dengan lugas dan pas mengakomodasi keinginan konsumen dalam mendapatkan telepon seluler yang sesuai dengan minat, cita-rasa, fungsi dan bahkan juga koceknya.</p> <p>Selain itu, segmentasi berguna untuk meningkatkan kemampuan produk tersebut dalam berkompetisi dan memprediksi kecenderungan di masa datang. Karenanya, “konsumen adalah kompas bagi kami,” ujar seorang praktisi seluler di Jakarta kepada saya suatu ketika.</p> <p>Saat ini lebih satu miliar pengguna telepon seluler di dunia dengan beraneka kebutuhan penggunaan dan gaya hidup. Jadi, tidak mungkin ada satu model yang cocok dengan seluruh kebutuhan, gaya hidup dan preferensi individual.</p> <p>Untuk itu, pihak vendor akan berusaha sekuat tenaga mencoba mendengar kebutuhan konsumen, mencoba mengelompokkan mereka sesuai dengan kesamaan cara berpikir dalam mempertimbangkan manfaat yang bisa didapatkan.</p> <p>Penggunaan profil psikologis, sosiologis, gaya hidup dan demografis yang defenitif, tentu akan sangat membantu.</p> <p>Faktor psikologis misalnya, berguna dalam menentukan bagaimana seorang individu berhadapan dengan keinginannya sendiri. Sebagian orang secara terbuka menunjukkan cara untuk memuaskan keinginannya, sebagiannya lagi bisa lebih mengendalikannya.</p> <p>Sedangkan faktor sosiologis berguna dalam mengamati bagaimana seseorang berinteraksi dengan yang lain. Sebagian mencoba menempatkan “dirinya” dalam pusaran kehidupan, sebagiannya lagi mempunyai “rasa memiliki” terhadap kelompok sebagai yang paling utama.</p> <p>Nokia misalnya, berangkat dari kerangka orientasi konsumen, yang kemudian melahirkan enam segmen “mindstyle” yang terbagi dalam empat kutub: extrovert (luwes), introvert (tertutup), me (aku) dan us (kita).</p> <p>Enam segmen ini kemudian diformulasi ke dalam enam dimensi gaya yang terkait dengan manfaat emosional. Enam dimensi gaya tersebut: Premium, Classic, Fashion, Expression, Active dan Basic.</p> <p>Ambil contoh kelompok “maintainer” yang lebih memilih ponsel-ponsel kelas Basic, merupakan kelompok target utama yang terdiri dari ikatan keluarga dan hubungan yang kuat dengan komunitas.</p> <p>Kelompok ini juga terbilang konservatif, bergerak pelan dalam merespon kemajuan tanpa kehilangan respek dalam menjaga tradisi, rasa percaya diri bertangggung jawab, peduli dan mencintai.</p> <p>Sebaliknya, kelompok “Impressor” merupakan kelompok target utama terhadap produk-produk Premium yang mencerminkan nilai kesuksesan, status dan kemapanan.</p> <p>Membeli produk bermerek untuk menunjukkan sukses mereka dan sebagai respon dalam mengikuti trend “gaul”, sekaligus ekspresi harga diri yang tinggi.</p> <p>Lebih dari itu, kelompok ini tak segan-segan membeli produk dengan harga tertinggi dan menunjukkan perhatian khususnya pada rekomendasi-rekomendasi produk yang ada.</p> <p>Termasuk yang manakah Anda? 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