Identify
The first stage of the life cycle describes customers recognizing an unmet need (or want), and their becoming aware of and identifying potential solutions. The constituents present at this stage usually are the firm, its competitors, and affinity groups.
To resume with our example, a consumer—let’s call him Mr. Smith—realizes a desire to ensure his family’s financial well-being over the coming years. Mr. Smith has lately become aware of this need, notably after the birth of his daughter, whom Mr. Smith and his wife would like to attend college and possibly graduate school. In addition, Mr. Smith is thinking about his retirement. Although it is a few years off, he would like to start planning for this event now to ensure the family’s income once he stops being employed. Mr. Smith has started thinking about this ever since watching Acme’s television commercials and reading through Acme’s competitors’ advertisements in the press. Last, but not least, his wife has recently begun to bring up the topic of financial planning for the future, and Mr. Smith now realizes that he had better look into this.
Taken From : Enterprise Guide to Gaining Business Value from Mobile Technologies
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