KEL450 MOHANBIR SAWHNEY Ontela PicDeck (A): Customer Segmentation‚ Targeting‚ and Positioning In April 2008 Joe Levy‚ the director of carrier marketing for the technology start-up Ontela‚ was considering how to position the company’s first offering‚ PicDeck. Ontela’s PicDeck was a technology service that allowed wireless subscribers to seamlessly transfer pictures from their mobile devices to their computers‚ email inbox‚ and other networking devices and services (see Exhibit 1). The service
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Andrey Aleksandrovich Qi Wu 02.26.2015 MK726100 Ontela PicDeck 1 . The case asked you to decide which segment Ontela should target. What criteria should companies use to decide which segment(s) to target? Demography is the criteria should companies use to decide which segments to target to satisfy the primary goal for the company to target customer which can be the most beneficial for the company. In this case‚ Ontela selected three customer personas that represented key customer
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Ontela PicDeck creative approach to have cellular customers have the ability to automatically have pictures and videos directly sent to their computer. This reduces time needed and simplifying the strenuous act of doing it manually. The U.S mobile phone service industry earned 150 billion dollars in 2007 and growing. This technology has potential of playing a role in that with critiquing the marketing strategy they have approached the market with. It is essential for a better marketing strategy for
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Case Study - "Ontela PicDeck(B)" Group A5 Farhan Gaziani Gaurav Wadhwa Mrigendranath Debsarma Nancy Goyal Nibha Gupta Nilotpal Goswami Ques 1:- Most Useful Parameters are Ques 1: ease to upload photos Ques 2: More photos if transfer easy Ques 7: Value sending photos by mail Ques 10: Easy set up Ques 11: First to adopt new technology Ques 13: Monthly fee Least Useful Parameters are Ques 3: More photos if quality is better Ques 5: Replace digital camera if quality was better Ques 2:- 1) Middle-aged
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ONTELA PICDECK – Understanding the market place – Assignment 1 Questions: 1. Based only on the cluster analysis data‚ which preference related variables are most useful for segment identification and evaluation? Which variables are least useful? This qualitative research aims in identifying and evaluating the potential customers of PicDeck and determinate a precise target. The interviewees have been asked to answer questions based on a ranking system from 1 (strongly disagree) to 5 (strongly
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Ontela designed a revolutionary product which allows wireless subscribers to seamlessly transfer data from the consumer’s wireless phone and send it to an email inbox‚ PC‚ or website. This allows consumers to use their wireless device more frequently‚ which generates more revenue for the industry in mobile phone services. Joe Levy‚ Ontela’s director of carrier marketing‚ assisted with PicDeck’s segmentation in determining the appropriate target audience. Below you will find an analysis on PicDeck’s
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the key benefits of the PicDeck service and how the service is differentiated from alternatives that customers might consider. As to every other company trying to develop and achieve competitive advantage over its rivals in times of rapid technological changes and uncertainty‚ it is a big challenge to Ontela to live up to the expectations. The demands of consumers of technologically innovative goods are becoming more and more specific and therefore‚ a primary goal for Ontela is ensuring their customers
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Introduction Ontela‚ a technology start-up company‚ has introduced an innovative service called PicDeck that improves the mobile imaging experience for wireless subscribers. Ontela sells PicDeck to wireless carriers‚ who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. Sara : she is married and has 3 children‚ she is 42
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Shorter‚ it gives us a “realistic” kind of customer (with socioprofessional situation‚ sex‚ age‚ etc …). Of course it’s possible to have several customer persona (like in the Ontela case study). A user persona is a representation of the goals and behavior of a hypothesized group of users. 2- Which segment(s) should Ontela target? We are comfortable choosing the young professional‚ I also consider the parent a viable segment. The young professional will definitely utilize the service in their
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L/O/G/O Ontela PicDeck 4th Group Marketing Management F121 Group Member • • • • • • Amira Islamie Bayu Pahala Radityo Bhagas Arga Saputra Dwi Hermiyati Ferry Cahyadiputra Irreza Contents Ontela PicDeck Case 1 What is Ontela ? 2 Why Ontela PicDeck doing research 3 How How are Market Segment Best Defined? 4 A Five Step Process : Choosing Attractive Market Five What is Ontela ? ● Ontela is a start-up company founded in 2006 in Seattle • In 2008
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