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Bring Your Own Persona

Bring Your Own Persona: Rethinking Segmentation for the New Digital Consumer
Scott Snyder

Knowledge@Wharton | October 23, 2014

With more than 1.8 billion smartphone users and nearly 2 billion people using social media worldwide, mobile and social are becoming the dominant modes of human interaction, notes the We Are Social Digital and Mobile Worldwide Research Report published last January. In addition, wearable devices in the form of activity trackers, smart watches and even connected clothing are quickly emerging with more than 150 million users worldwide, tracking everything from steps and calories to heart rate, breathing and even stress. This new breed of always connected and self-aware end-users is changing the rules for how companies do business and engage their customers.

Just this week, on October 20, Apple launched Apple Pay, an e-commerce product that lets users pay for their purchases with their iPhones. According to a report in The New York Times, by pushing a button consumers will be able to make a purchase at one of thousands of retail locations. The report adds that while “large tech and telecom companies like Google, Verizon and AT&T have tried for years to replace the traditional wallet with smartphone apps … commerce experts say they believe that the involvement of Apple, which helped revolutionize the mobile industry, could be the impetus that moves mainstream consumers to digital payments.”

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