Exploring What Women Want in Mobile
While the mobile industry is rapidly growing, most mobiles and services still seem to appeal to, and are targeted, at men. For the market to fully mature - it is about time to reach the ‘other 50%’: female users.
And even though there are many attempts in reaching this target group, most women feel not being taken seriously when mobiles are being marketed with their 58 tech features, but also not with ‘pink phones with fake diamonds‘, let alone ‘ovulation calculators‘.
This might not be surprising if you consider that most mobile conferences and developer teams are focusing on men - and women are almost invisible in this area.
Now is the time to change this and help the market mature. SPRXmobile’s Claire Boonstra has, together with Helen Keegan (technokitten, Beepmarketing) and Maarten den Braber taken the initiatieve to to create a facilitating platform where consumer research and ‘female insights’ can be shared, and where women can explain how they would like to see and experience their mobiles and services.
The platform is created - and input delivered - by women, but is targeted at the entire mobile industry: men and women, manufacturers and service developers, bloggers and journalists, telecom operators, retailers and researchers, marketers and advertisers. And anyone else who feels attracted to this subject.
A kickoff meeting is planned February 5th in Amsterdam, more events in London to be announced soon - working towards an International Conference in Amsterdam on August 17th, 2009.
You can follow and contribute to this initiative on twitter, by subscribing to the meetup - and on the website (to be launched soon).