Slide 1

5 Key Insights about Ambitious Status Seekers

1. They are affluent, sophisticated and like to work and play hard

2. They desire the latest technology. Their phone plays a vital role in their lives and they seek convergent ideas to help manage their busy lifestyle

3. They buy premium brands, but they also aspire to be different buying designer labels as status enhancers

4. They are ‘driven’ and have busy active lifestyles. They needs products and services that make their lives both easier and more enjoyable

5. They have high media interest in sports, motor, technology – a more ‘male’ focus

Slide 2

Ambitious Status Seekers are affluent, sophisticated and like to work and play hard

I see myself as ambitious – a successful career is important to me and I can put my job before my social life.I think my pace of life is very fast, and I’d say I’m time poor.

I suppose I’m status conscious and looking the part is vital. I agree that what you buy or own can say a lot about you.

I’m a connoisseur – I appreciate good quality and luxury. I often seek out the best things – I like to be different from the crowd.

I can have strong opinions about things, and I think I’m quite a savyy – and cynical! – shopper. I demand high service.

Out of work I’m into sport, cars and gadgets – boys stuff. I appreciate good food and like to go to cultural events – theatre, arts etc. Holidays are villas in France and Spain.

Pen Portrait• Average age (38.3),

56% between 25-44, very male (73%)

• Work full-time (55%), professionals, long hours

• Highest salaries and disposable income

• Financially savvy• Well educated (24%

went to Univ. vs 18% average)

• Highest prevalence of ethnic minorities (20% vs. 13% average), especially Indian, Bangladeshi

• Love sport, gym, city breaks & motoring

• High proportion in London (though O2 under-represented)

Who are they?• Status Seekers• Premium• Materialistic• Cutting Edge/Savvy• Tech passionate• Ambitious in careers• Leadership

Life Values

• Strive for recognition• Go getters/ early adopters• Slaves to consumerism• Enjoy new exciting

things/gadgets• Sophisticated tastes• 24/7 accessibility

Core Drivers

21

79

Segment

Rest ofmarket

Segment sizeTotal market O2 customers

20

80

Size 7.9M 1.9MValue: £274M 50M

Tone• Competitive• Technical• Clever

Slide 6

Ambitious Status Seekers desire the latest technology.Their phone plays a vital role in their lives and they seek convergent ideas to help manage their busy lifestyle

• High international usage• Look out for new features

(3G/internet/VOIP)• High desire to use mobile

internet• Desire increasing functionality

through one converged device

• Need one device to marry up work & social life

• Keen to synchronise data with PC

• Sony Ericsson is popular but Nokia still most prevalent)

Their mobile• Perceive themselves to be at

cutting edge of technology, and offer advice to friends

• High broadband wireless incidence

• Seek out ideas to help build convergence in and out of home

• High usage of laptops, PDA, plasma TV’s, music players

• Strong users of internet and e-channels: on-line shopping/ banking, business usage. Download films/music

Technology usage

0 10 20 30 40 50 60 70

take photos

send a picture

made a video

played a game

browse internet

listened to music track

listen to radio

used MSN

used e-mail

upload image to internet

% penetration

Total Ambitious Status Seekers

Top 10 additional services used

Source TNS

• Seek out clever functionality to manage their affairs, and desire expensive looking handset (status symbol)• Offer synchronicity – dual work/social functions and connectivity to home devices• Back up and data protection is important driver as highly dependent on phone• Increasing use of e-channels to manage their busy lifestyles

Future requirements

Slide 9

Whilst Ambitious Status Seekers buy premium brands,they also aspire to be different, buying designer labels as status enhancers

A designer label improves a person's image

I wear designer clothes

My car should express my personality

I like to stand out in a crowd

Status seeking

I like other people to be impressed by the particular brands

I buy

I think well known brands are better

than a shop's own brandInto brand

I usually shop in the best outlets

I am prepared to pay more for good quality wine

Into premiumisation

I am a gourmet

Potential to be brand terrorists• Ambitious Status Seekers are highly demanding and opinionated

• If a brand lets them down (eg. poor service, security breached) they will not only defect quickly but may tell others about their poor experience

• Premium Quality• Technology –focussed• Family-oriented• Fashion, Showy labels

Brands they buy

5% 152 *

Regular Main Shopping

26% 135

% = penetration, index vs total* low sample size (<160)

18% 150

23% 162

12% 146

18% 14812% 150

15% 14120% 131

O2 Brand Affinity• Awareness of O2 is stronger

(72%) vs total sample (64%)

• However brand consideration is relatively weak vs competitors

• O2 performance is slightly weaker than market average – harder to please possibly

Slide 10

Ambitious Status Seekers are ‘driven’ and have busy active lifestyles. They needs products and services that make their lives both easier and more enjoyable

Career Oriented

I am willing to sacrifice time with my family in order to get ahead

I want to get to the very top in my career

I look on the work I do as a career rather than just a job

I don't have time to spend preparing and cooking food

Because of my busy lifestyle, I don't take care of myself as well as I should

Busy lifestyle

We rarely sit down to a meal together at home

I like to drive fast

I like taking risks

I like to pursue a life of challenge, novelty and change

Adventurous

• Into arts, exhibitions, culture, history and travel• Sporty: more likely to go to a private gym, and play football/golf or swim/jog. Go ski-ing• Keen on betting: bet in last 12 months, bet on horse racing

Highly active and eclectic tastes

Slide 11

Ambitious Status Seekers have high media interest in sports, motor, technology – a more ‘male’ focus

TV / Cinema

Sports, Motoring, Property (C4 News, Location, Location, Location, movies, F1 Grand Prix, Champion League, Fifth Gear) Sky and Channel 4

Targeted: Sky Magazine, FHM, National Geographic, Times

Inserts near job opportunities section are more likely to be noticed

Press

Traditional Media

Digital Media• Above average interest in sports and property sites• Visit gambling sites; above average on-line banking, auctions• Top purchases are computer software/games and electrical goods

Transport related: petrol pumps, taxi, airport, underground

Free postcards in clubs/ bars

Outdoors

W.O. M

Ad bans on website related to employment opportunities, news, sports, property

Ask.com

Internet

Slide 12

Ambitious Status Seekers – Future Dynamics?

Factors contributing to growth Increasingly complex lives will make this segment grow Defer having family due to desire to maintain busy and

complex lifestyle Thirst for new products/services on the move;

strong need for convergence/time-saving devices Desire for self-identity will fuel growth in segment Increasing use of e-channels; 24/7 accessibility

Factors contributing to decline Loss of consumer confidence in downturn economy Negative impact on disposable income Publicised security failures on e-channels will lead to

loss of trust Slow down in immigration if legislation tightens

Possible migration away from segment?

Ambitious Status

Seekers

Frenetic Families

• birth of child• Family pre-occupation• budget constraints

• near retirement• self-employment• more disposable time

Silver Surfers