oncola
Ontela PicDeck (A and B)
Case Exam Preparation Questions.
1. Describe Ontela’s business model. What is their product? Who is their customer? How do they make money?
Ontela is a technology start-up. Ontelas first offering is PicDeck which is a technology service that allowed wirelesss subscribers to seamlessly transfer pictures from their mobile devices to their computers, email inbox and other networking devices and services. This product is intended to increase sales of high margin data services for Ontela’s wireless carriers its direct customers. Ontela sold its technology to wireless carriers who were responsible for branding and pricing the service and marketing it to wirelss subscribers. The subscribers pay a monthly fee to carriers for the PicDeck service and ontela received a portion of this subscription revenue. Their customers are the wireless carriers along with the subscribers because they receive a portion of subscription revenue.
2. What are the PicDeck’s points of parity and points of difference vs. current technology?
POP:
Current methods in place for transferring photos taken on camera phones to other media or users. (They were complex and limited in capability)
Current options included USB cord, send wirelessly from phone via mms messaging or bluetooth, send as an email via data plan service from a mobile device, upload photos via wireless network to carriers proprietary website
POD:
More convenient mobile imaging experience
Unique high value data services for profits and competitive differentiation
Seamless transfer of pictures from camera phones to other networked devices and services
Technology allowed for the transfer of pictures to any pre designated destination without the need to press any extra buttons
Exibit 2 has POD
Choosing points of difference:
Desirablity:
Personally relevant
Distinctive and superior
Believable and credible
Deliverability:
Feasabile
Profitable
Pre emptive
Case Exam Preparation Questions.
1. Describe Ontela’s business model. What is their product? Who is their customer? How do they make money?
Ontela is a technology start-up. Ontelas first offering is PicDeck which is a technology service that allowed wirelesss subscribers to seamlessly transfer pictures from their mobile devices to their computers, email inbox and other networking devices and services. This product is intended to increase sales of high margin data services for Ontela’s wireless carriers its direct customers. Ontela sold its technology to wireless carriers who were responsible for branding and pricing the service and marketing it to wirelss subscribers. The subscribers pay a monthly fee to carriers for the PicDeck service and ontela received a portion of this subscription revenue. Their customers are the wireless carriers along with the subscribers because they receive a portion of subscription revenue.
2. What are the PicDeck’s points of parity and points of difference vs. current technology?
POP:
Current methods in place for transferring photos taken on camera phones to other media or users. (They were complex and limited in capability)
Current options included USB cord, send wirelessly from phone via mms messaging or bluetooth, send as an email via data plan service from a mobile device, upload photos via wireless network to carriers proprietary website
POD:
More convenient mobile imaging experience
Unique high value data services for profits and competitive differentiation
Seamless transfer of pictures from camera phones to other networked devices and services
Technology allowed for the transfer of pictures to any pre designated destination without the need to press any extra buttons
Exibit 2 has POD
Choosing points of difference:
Desirablity:
Personally relevant
Distinctive and superior
Believable and credible
Deliverability:
Feasabile
Profitable
Pre emptive