Maksullisten TV-palveluiden asiakassegmentointi

Abstract

Tässä työssä tutkimme asiakassegmentoinnin menetelmin, mitkä ovat tulevia potentiaalisia maksullisten TV-palveluiden ostoryhmiä ja selvitämme näiden ryhmien motiivit ja osto-kriteerit. Työn tavoitteena on löytää kolme potentiaalista ryhmää ja teemahaastattelun tulosten pohjalta tehdä toimenpide-ehdotukset kohdeyritykselle, segmenttien saamiseksi uusiksi asiakkaiksi. Tutkimuksen tueksi perehdymme kuluttajasegmentoinnin teoriaan ja valitsemme työlle parhaiten sopivan mallin. Perehdymme myös tämänhetkiseen maksullisten TV-palveluiden markkinatilanteeseen ja suomalaisten tämänhetkisiin TV:n katselutottumuksiin, jotka poh-jautuivat Finnpanelin vuosittain teettämiin tutkimuksiin. Valitsin työssäni käytettäväksi teo-riaksi suomalaisten arvoihin perustuvan segmentointimallin, joka perustuu psykograafiseen segmentointimalliin. Tutkimus perustuu kvalitatiiviseen tutkimustapaan, jossa teemahaastatteluilla selvitämme eri segmenttien katselutottumuksia, ostokriteereitä ja maksuvalmiutta TV-palveluista. Työn tavoite on tuoda kohdeyritykselle uudenlaista tietoa potentiaalisten segmenttien katselutot-tumuksista.

The purpose of this study is to find new potential customer segments for pay TV markets in Finland. The main aim is to identify current purchasing groups, identify three most potential segments and understand their motives and buying behavior. This thesis was carried out for TeliaSonera’s business unit in TV service segment. This study is based on qualitative research. The theoretical part consists of best practices for customer segmentation. Psychographic segmentation theory was applied in this study. It consists of demographic variables and values of an individual that will define unique cus-tomer segments. Current trends and power relations on pay TV markets are also important research data for the conclusions and recommendations in the end. The research material was collected from interview sessions with different marketing ex-perts from the client company. Based on the findings, a total of 14 different customer interviews were implemented for three different customer segments. The findings of this study show that on-demand TV services are the most appealing ser-vices on the pay TV market. Traditional linear TV channels are not as popular as they used to be and new innovations and services, such as Netflix have changed the field of TV en-tertainment. The interviews also reveal that watching TV from different platforms, such as computers and tablets are becoming more common. Based on the results of this study, it would be advisable for TeliaSonera to focus their product development on new services that will allow customers to use on-demand services more efficiently. The amount and quality of content has to be increased significantly to meet the requirements of new customers. These actions will help TeliaSonera stand out from the competitors and gain bigger numbers of paying customers in the future.