Age: 28

Gender: Female

Occupation: Sales Associate, Retail Store Worker (Part-Time, Student Status is also included in the persona descriptions) - Emily needs reliable and fast internet to stream video for personal use and for school-related research. Also needs phone service to stay in touch with family and friends. (She is a student in college and also works part-time in the retail store - This has been added). Emily needs the best solution on a budget, while she also seeks offers from telecom providers for her need. Emily seeks for rewards and discounts to make the most of a smaller budget. Emily wants internet for home use and a phone plan for outside use. Since she is tech savvy, the transition to new technology is not a barrier to her. She is familiar with Samsung Galaxy as well as Apple iPhones and does not have a preference. Emily may also consider switching to Apple if it is a better deal based on the features and price. (She works part-time to support her schooling). Emily enjoys social media and being entertained on her downtime, but also needs a reliable connectivity with a cheaper price point. Emily is a budget conscious streamer who does not want to compromise the service even with a cheaper price point. She is likely to switch to an alternative provider if the service is no longer to par based on the quality and price.; Wants to stay connected with friends and family through social media and messaging apps; Desires seamless connectivity for streaming content and online gaming on their mobile devices and at home as well as study and work efficiently for school and work. Emily also needs to do school-related tasks from her phone when she is working at the retail store or on her transit to home from work. School assignments will require constant access to internet service and consistent accessibility from social media accounts or group chats with other fellow students. Since she works part time as a sales associate, she also need to stay connected with her colleagues in order to meet the assigned tasks for retail sales. Since she does not want to have a headache with constant access to data, she seeks for an unlimited plan with the best value for the service. Emily needs to have an unlimited plan with great service and the best price point for her.; Wants to access educational resources and complete assignments online while working part-time and managing their studies. Emily likes to be entertained and be productive while staying connected and the phone and internet service allows her to meet these demands. She is also budget sensitive, while the services provided should be of great quality.

Education: Associate Degree

Age: 32

Gender: Male

Occupation: Restaurant Manager - David seeks for a reliable data plan to operate restaurant deliveries, receive phone calls and other communications. David is open to Samsung devices since he is cost conscious. David needs a reliable and affordable service to manage the operations in the restaurant as well as communicate with his work team. Since he does not have the best knowledge about technology, he needs to work with an expert in order to meet the needs. David wants to be reachable always and get all the latest restaurant trends. He also enjoys gaming during his spare time. David wants to optimize the time with games and the job. David appreciates ease-of-use and reliability, he also loves to game and wants to improve his phone's internet speed. (He wants to have a good phone as well and he is budget conscious). David will rely on recommendations and he is open to any type of mobile device.; Needs a reliable mobile plan and internet to work and have fun with all the online games. David also wants to learn what's the latest technology. David seeks for new options to stay entertained and work efficiently. He wants to make sure the phone service is also reliable to receive phone calls and other communications. Also, he wants to game with the highest speeds for online gaming.; Wants a strong and reliable connection for gaming and staying connected with friends as well as efficient operations as a Restaurant Manager. Since he is in the hospitality business, he knows the importance of building trust with customers and also be responsive. The reliability of the service matters the most to him. The ease of use is important, while he wants to learn how to use new technology.

Education: High School

Age: 25

Gender: Female

Occupation: Teacher's Assistant - Sarah is a teacher's assistant who seeks for phone service and internet access. She does not make phone calls, but enjoys chatting and other services like SMS text. The teacher's assistant helps the teacher with the assigned tasks, so the connection with the work team is paramount for success in the job. Sarah is extremely budget conscious since it is likely her first job and she needs to save money. She does not have preferences on mobile device type, and she is likely to choose Samsung because of the service plans and the overall cost-effectiveness of the service. Sarah also wants a service to access social media and see friends on TikTok and other social media platforms, like Instagram. She also likes watching video on Youtube as a hobby. Sarah wants to be connected but saving money. If the plans offer rewards or other discounts, that will impact her to switch to AT&T or stay with AT&T.; Wants to have internet access and phone service to assist her in the career and also have a way to save money from the plans. She does not need to make phone calls, but it is important to be available for phone calls if the work team is requesting her participation. She has several avenues for entertainment, from social media to watching video on Youtube. With the data plan, she is available to assist in the teaching duties when requested. Since the role requires to stay connected and work with other teachers and staff, it is important for the user to be available and reachable through consistent connectivity.; Needs the best mobile and internet plans to start her career and make sure connectivity and service are consistently reliable. Also, it is a must that the budget is suitable with the needs and demands for the phone and service plans.

Education: High School