Ontella 1
ONTELLA
PICDECK
INTRODUCTION AND BACKGROUND
Ontela is a start-up company that provides technology infrastructure to wireless carriers that allows consumers to transfer the photos in their camera phones to any wireless device like a laptop or to any websites or email accounts. Currently, Ontela’s PicDeck technology has been certified by 30 operators including Verizon, T-Mobile, and Alltel on more than 100 handsets. It is also available preinstalled on devices from all five of the top global handset manufacturers. Ontela is headquartered in Seattle and is backed by Steamboat Ventures, Hunt Ventures, Voyager Capital, and Oak Investment Partners.
In the given case, Ontela needs to find a segment of customers to which it could target its new Pic deck technology. By choosing a particular segment, it could then develop its marketing strategy appropriately. They also needed to identify which particular segment offered the best opportunity for higher sales and thus increasing average revenue per user (ARPU). As the industry for mobile and wireless technology has grown over the previous years, particularly the data service technology which has seen an exponential growth, Ontela’s director Joe Levy sees an opportunity in which he needs to deliver a solid value proposition to the mobile wireless carriers.
Keeping the opportunity in mind segmentation research has been done and three major Customer personas have been identified namely:
Persona 1: Sarah, the Parent.
Persona2: Steve, the young Professional.
Persona3: Regina, the Teen.
A Market research firm is hired by Joe Levy to perform quantitative data research to get a more precise understanding of the relative attractiveness of different customer segments.
The research firm uses a random sampling approach to ensure that the respondent sample accurately represented nationwide wireless subscribers. It also used cluster analysis and asked demographic and media habit questions to the respondents.
PICDECK
INTRODUCTION AND BACKGROUND
Ontela is a start-up company that provides technology infrastructure to wireless carriers that allows consumers to transfer the photos in their camera phones to any wireless device like a laptop or to any websites or email accounts. Currently, Ontela’s PicDeck technology has been certified by 30 operators including Verizon, T-Mobile, and Alltel on more than 100 handsets. It is also available preinstalled on devices from all five of the top global handset manufacturers. Ontela is headquartered in Seattle and is backed by Steamboat Ventures, Hunt Ventures, Voyager Capital, and Oak Investment Partners.
In the given case, Ontela needs to find a segment of customers to which it could target its new Pic deck technology. By choosing a particular segment, it could then develop its marketing strategy appropriately. They also needed to identify which particular segment offered the best opportunity for higher sales and thus increasing average revenue per user (ARPU). As the industry for mobile and wireless technology has grown over the previous years, particularly the data service technology which has seen an exponential growth, Ontela’s director Joe Levy sees an opportunity in which he needs to deliver a solid value proposition to the mobile wireless carriers.
Keeping the opportunity in mind segmentation research has been done and three major Customer personas have been identified namely:
Persona 1: Sarah, the Parent.
Persona2: Steve, the young Professional.
Persona3: Regina, the Teen.
A Market research firm is hired by Joe Levy to perform quantitative data research to get a more precise understanding of the relative attractiveness of different customer segments.
The research firm uses a random sampling approach to ensure that the respondent sample accurately represented nationwide wireless subscribers. It also used cluster analysis and asked demographic and media habit questions to the respondents.