Why are NEOs important to business?
NEOs consume constantly. They will buy new technology – all those mobile phones, laptops, personal digital assistants, MP3 music devices, digital cameras and scanners – but they’ll also spend their hard-won rewards on home extensions and renovations, travel, eating in and out, drinking, banking, investing and an entire range of products and services that make their lives easier, more individual and more controllable. By now you may be drawing a picture in your mind of an upscale, elite group with more money than practical sense. That is a mistake. Remember they are far from some small niche market – they a quarter of the entire population of the developed world and have political, social and economic clout.
