... Segmentation Mobile instant messaging Digital engagement platform Social innovation attitude The use of MIM to conduct customer service-focused actions allows far greater levels of flexibility, automation, and accountability over phone calls. Amazon’s chat function acts in a broadly similar way to MIM...

... and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match...