5 Key Insights about Ambitious Status Seekers

1. 5 Key Insights about Ambitious Status Seekers • They are affluent, sophisticated and like to work and play hard • They desire the latest technology. Their phone plays a vital role in their lives and they seek convergent ideas to help manage their busy lifestyle • They buy premium brands, but they also aspire to be different buying designer labels as status enhancers • They are ‘driven’ and have busy active lifestyles. They needs products and services that make their lives both easier and more enjoyable • They have high media interest in sports, motor, technology – a more ‘male’ focus

2. Ambitious Status Seekers are affluent, sophisticated and like to work and play hard Segment size Total market O2 customers Size 7.9M 1.9M Value: £274M 50M Who are they? Pen Portrait Life Values • Status Seekers • Premium • Materialistic • Cutting Edge/Savvy • Tech passionate • Ambitious in careers • Leadership I see myself as ambitious – a successful career is important to me and I can put my job before my social life. I think my pace of life is very fast, and I’d say I’m time poor. I suppose I’m status conscious and looking the part is vital. I agree that what you buy or own can say a lot about you. I’m a connoisseur – I appreciate good quality and luxury. I often seek out the best things – I like to be different from the crowd. I can have strong opinions about things, and I think I’m quite a savyy – and cynical! – shopper. I demand high service. Out of work I’m into sport, cars and gadgets – boys stuff. I appreciate good food and like to go to cultural events – theatre, arts etc. Holidays are villas in France and Spain. • Average age (38.3), 56% between 25-44, very male (73%) • Work full-time (55%), professionals, long hours • Highest salaries and disposable income • Financially savvy • Well educated (24% went to Univ. vs 18% average) • Highest prevalence of ethnic minorities (20% vs. 13% average), especially Indian, Bangladeshi • Love sport, gym, city breaks & motoring • High proportion in London (though O2 under-represented) Core Drivers • Strive for recognition • Go getters/ early adopters • Slaves to consumerism • Enjoy new exciting things/gadgets • Sophisticated tastes • 24/7 accessibility Tone • Competitive • Technical • Clever

3. Top 10 additional services used Source TNS Ambitious Status Seekers desire the latest technology.Their phone plays a vital role in their lives and they seek convergent ideas to help manage their busy lifestyle Their mobile Technology usage • Perceive themselves to be at cutting edge of technology, and offer advice to friends • High broadband wireless incidence • Seek out ideas to help build convergence in and out of home • High usage of laptops, PDA, plasma TV’s, music players • Strong users of internet and e-channels: on-line shopping/ banking, business usage. Download films/music • High international usage • Look out for new features (3G/internet/VOIP) • High desire to use mobile internet • Desire increasing functionality through one converged device • Need one device to marry up work & social life • Keen to synchronise data with PC • Sony Ericsson is popular but Nokia still most prevalent) Future requirements • Seek out clever functionality to manage their affairs, and desire expensive looking handset (status symbol) • Offer synchronicity – dual work/social functions and connectivity to home devices • Back up and data protection is important driver as highly dependent on phone • Increasing use of e-channels to manage their busy lifestyles

4. Status seeking Potential to be brand terrorists • Ambitious Status Seekers are highly demanding and opinionated • If a brand lets them down (eg. poor service, security breached) they will not only defect quickly but may tell others about their poor experience Whilst Ambitious Status Seekers buy premium brands,they also aspire to be different, buying designer labels as status enhancers Brands they buy • I like to stand out in a crowd O2 Brand Affinity • My car should express my personality • Awareness of O2 is stronger (72%) vs total sample (64%) • However brand consideration is relatively weak vs competitors • O2 performance is slightly weaker than market average – harder to please possibly Regular Main Shopping • I wear designer clothes • A designer label improves a person's image 5%152 * 26%135 • I think well known brands are better than a shop's own brand 18%150 Into brand 23%162 • I like other people to be impressed by the particular brands I buy 12%146 • I am prepared to pay more for good quality wine 18%148 12%150 • I usually shop in the best outlets Into premiumisation • I am a gourmet 15%141 20%131 • Premium Quality • Technology –focussed • Family-oriented • Fashion, Showy labels % = penetration, index vs total * low sample size (<160)

5. Ambitious Status Seekers are ‘driven’ and have busy active lifestyles. They needs products and services that make their lives both easier and more enjoyable • I look on the work I do as a career rather than just a job • I want to get to the very top in my career Career Oriented • I am willing to sacrifice time with my family in order to get ahead • Because of my busy lifestyle, I don't take care of myself as well as I should • I don't have time to spend preparing and cooking food Busy lifestyle • We rarely sit down to a meal together at home • I like to pursue a life of challenge, novelty and change • I like taking risks Adventurous • I like to drive fast Highly active and eclectic tastes • Into arts, exhibitions, culture, history and travel • Sporty: more likely to go to a private gym, and play football/golf or swim/jog. Go ski-ing • Keen on betting: bet in last 12 months, bet on horse racing

6. TV / Cinema Internet Outdoors      Press  Sports, Motoring, Property (C4 News, Location, Location, Location, movies, F1 Grand Prix, Champion League, Fifth Gear) Sky and Channel 4 Ad bans on website related to employment opportunities, news, sports, property Ask.com Transport related: petrol pumps, taxi, airport, underground Free postcards in clubs/ bars  Targeted: Sky Magazine, FHM, National Geographic, Times Inserts near job opportunities section are more likely to be noticed W.O. M Ambitious Status Seekers have high media interest in sports, motor, technology – a more ‘male’ focus Traditional Media Digital Media • Above average interest in sports and property sites • Visit gambling sites; above average on-line banking, auctions • Top purchases are computer software/games and electrical goods

7. Factors contributing to decline Factors contributing to growth • Loss of consumer confidence in downturn economy • Negative impact on disposable income • Publicised security failures on e-channels will lead to loss of trust • Slow down in immigration if legislation tightens • Increasingly complex lives will make this segment grow • Defer having family due to desire to maintain busy and complex lifestyle • Thirst for new products/services on the move; strong need for convergence/time-saving devices • Desire for self-identity will fuel growth in segment • Increasing use of e-channels; 24/7 accessibility Ambitious Status Seekers – Future Dynamics? Possible migration away from segment? Ambitious Status Seekers • birth of child • Family pre-occupation • budget constraints Frenetic Families Silver Surfers • near retirement • self-employment • more disposable time