Print Email Facebook Twitter How to target the late majority of digital television? Title How to target the late majority of digital television? Author Jacobs, I.B. Contributor Blijlevens, J. (mentor) Hultink, H.J. (mentor) Fortuin, J. (mentor) Faculty Industrial Design Engineering Department Strategic Product Design Date 2010-03-19 Abstract The television market in the Netherlands has a lot of growth potential for Digital television. There are a lot of players on the market on different infrastructures. KPN has a difficult task to influence the consumers to switch from their current cable subscription to a subscription at KPN using a different infrastructure. A lot of research has to be done to identify the potential consumer of digital television and especially the potential consumer for Digitenne. The research objective for this project is: “To create a better insight on the non digital television users and to define what the best approach is to target them.” The digital television market in the Netherlands is evaluated using multiple research project conducted by and for KPN and public research projects. With the help of two types of segmentation methods, Mosaic and life stages, the users of the television market are evaluated. Moreover, the users are compared on largeness, type of digital television, and number of analogue users. Combining all findings a target group that has the most potential to become future users for Digitenne is chosen: the elderly between 55 and 70 years old. This group is the late majority of digital television and has thereby some typical characteristics that have to be taken into account when designing the final promotion campaign for Digitenne. Via interviews insight in the target group was created. Based on this insight, five factors are found which form a barrier for adopting new technologies, especially in switching from service or service provider. The factors found are: advice, finance, service, trust, and knowledge. These factors play important roles in the choice of a new service. Finance is more a top of mind factor that triggers the consumer while the other factors are more underlying. This means that they do influence the decision but are not on the top of mind. In the focus groups the factors were tested to see if they could be used as a trigger for the target group. To test the factors, each factor was transformed into a proposition, which describes the situation, the dilemma, and the promise KPN can give the consumer. The focus groups showed that all situations and dilemmas of all propositions were recognised by the target group, but that the target group was not convinced by the promises of KPN. The main insight of the research is that there is only one trigger for Digitenne, which is the price. No other propositions can function as a trigger for Digitenne. On the contrary the propositions are recognised by the target group and do play a role in buying Digitenne. These propositions are seen as thresholds of switching to a new television subscription. The main threshold of Digitenne is the negative word of mouth advertisement about the reliability of Digitenne and the quality of the product. In order to overcome this threshold people need to explore Digitenne themselves. This can be done on two ways; by demonstrating Digitenne to them or by let the target group try Digitenne by themselves. Three concepts are developed to stimulate the elderly in adopting Digitenne. These concepts are KPN communication, Super User, and Push. The concepts are tested on the list of requirements. The concept that scored best on all the criteria is the Super User concept. This concept is the starting point for the final design. Before the final design is developed the findings of the consumer research has to be validated and the aspects of the super user has to be investigated. An online survey is conducted to validate the findings. The findings of the research are validated using hypothesises. The results show that the respondents prefer getting advised, the knowledge of the television market does not influence the switching incentive of the elderly, high satisfaction of current subscription does negative influence the switching incentive, and a minor relation was found between the price of the subscription and the satisfaction of the user. Comparing the digital television user with the analogue users showed that both parties are satisfied with their current subscription and indicate the same features as important aspects in a new television subscription. Analogue users have a more positive attitude towards switching subscription than digital users. The most important aspects for switching subscription are: the ease of switching, image quality, and price. The super user concepts aspects were also tested on the respondents. The respondents have to identify the most convincing person, preferred kind of information, preferred orientation channels, and sales channel. The elderly prefer to orientate on their own findings, trust their own findings the most, and prefer using the product in house. When they orientate the most used channel is online. The most used sales channel is the store with the best service. The final design is based on the outcomes of the consumer research. The final design is a campaign that is based on the AIDA method. The goal of the campaign is getting Digitenne in the houses of the elderly. The elderly are triggered by the price advantage and convinced by online movies of current Digitenne users in their neighbourhood. The elderly get the offer to try Digitenne for free at home, so they can convince themselves by using it. By introducing this method the late majority will be triggered and convinced of Digitenne. Subject Late majorityDigital televisionCampaign To reference this document use: http://resolver.tudelft.nl/uuid:7359377b-0bd3-4050-be82-2d067f3ec299 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2010 Jacobs, I.B.