Corporates

We segment corporate customers in two different ways:Standard classification based on industry 'verticals' and 'sub-verticals';and separation based on number of employees, which provides very useful insights into procurement and usage behaviour, driven by organisational culture and dynamics. In some ways, corporate users have been slower in the adoption of new products and services enabled by the new digital revolution; for example consumers who use some multi-player online games use more sophisticated simulation tools than those available inside most companies! Products and services aimed at corporate users need to reflect:user consumption behaviour by individuals and groups of users;different channels to market; different business models models; and different perceptions of value and return on investment.

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