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!
STEVE BALLMER, FORMER MICROSOFT CEO, 2007
"THERE'S NO CHANCE THAT THE iPHONE IS GOING TO GET ANY SIGNIFICANT MARKET SHARE.
NO CHANCE."
!
AGE!
20-29!
13-19!
6-12
!
ERA OF DIGITAL SATURATION
!
HIGHT OF DIGITAL FINDINGS
!
START OF DIGITAL EXPERIENCE
DIGITALLY SATURATED LOOKING FOR FILTERS
TRADING DATA FOR BENEFITS FOCUSED ON FUNCTIONAL VALUE
OWNING YOUR BRAND
THE "NEW USER" IS: