Right now, the Motorola Company sees everyone as a potential customer. Going wireless has not only become the latest and greatest fad, but very critical for business. Within the cellular market exist two broad segments, the consumer segment, and the business segment. Both of these groups have different expectations of the kind of service and value they expect from their cellular providers.

The first segment, the consumer segment, consists of what I will call the "recreational" users. The consumer segment counts for less than 30 percent of the total cellular market (Gupta). These customers do not depend on their cell phones for business purposes. They are typically teenagers, college students, car phones, and members of families who are often on the go and need to be able to get in touch with family and friends on occasion. Their air time usage is usually must

The second major segment is the business segment. Today, small businesses and corporate segments account for about 70 percent of world cellular market (Gupta). These users of cellular services are more concerned with the features the phone has to offer. Motorola's unique phone/two-way radio combo is a key competitive tool in the business niche. "We feel we're the only player that really offers something new and different (Motorola)". This product has appeal to many different types of companies. Where I work as a security guard, this product took the place of our old clunky two way radios. This product offers better range, clearer signals, and no interference with other communication devices. Many construction companies have also switched to this device simply because it combines cellular and radio communications into one product.

lower than the members of the business segment. The typical user is focused on certain aspects of their cellular providers: "How much does it cost? Do I really need these great new wonderful things that technology is offering? How often must I replace or recharge the batteries? Can I use this only in my town?" Most technology-related studies indicate that consumers have relatively little interest in a

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Approximate Word count = 838
Approximate Pages = 3 (250 words per page double spaced)