Market segmentation of mobile communication: overview and concept maps

The mobile communication industry is one ofmost dynamic and surprising mass phenomenon in recent years capable of changing consumer behaviour.The purpose of this contribution, starting from a research activity on the use athe three-dimensional model based on lifestyles, use motivations and product attributesin the field of mobile communication (Mazzoni et al, 2007),is toprovide a critical reviewof the literature on market segmentation,in general and with a focus on the demand ofmobile communication, and updatethe concept mapsby revising the dimensions and indicators adopted in the previous study, to take account of the changing effectsof the industry of mobile communication