Profile #2 • • • •
Business workers, ages 25‐45 Living in the United States Exis=ng customers or those buying iPhone for the first =me Ease of use is very important Maureen is a 37‐year‐old lawyer living in New York City. She is also the single mother of a 7‐year‐old girl, Carolyn. Needless to say, her life is very busy and she has trouble keeping all of her responsibili=es organized. Aper leaving the house several =mes for the past three weeks and forgetng at least one thing each day, she decided it was =me to get a mobile device. This way, she would leave the house each day with only that, her keys, briefcase and a cup of coffee. Maureen bought an iPhone when it was first released. Aper that, she found herself using her iPhone for everyday tasks such as messaging her friends, recording and sharing videos with her daughter, and brushing up on the news while she was on the subway going to work. She also relied heavily on the calendar feature and organiza=onal tools. Aper using the iPhone for about a year, she immediately bought the iPhone 3G when it was released. The features of the iPhone allow her to save money with the applica=ons and features included with the phone, and she also losses the hassle of having to remember separate items everyday. To her, the iPhone is a great investment for a valuable product.