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 years old (baby boomer generation) and she is housewives. She is not a computer whiz. She knows use Internet for her email, research and MSN. She needs help to put her pictures from her mobile to her computer. She is looking for something simple and fast to put do this.
Steeve : he is a young professional (27 years old, generation Y) as an estate agent. All his friends use new technology. He doesn’t really care about new things; he prefers use his old phone. But he knows it could be a good thing for his life (personal and professional) to use them. He is really busy with his career so he would like something very fast and simple to don’t lost time.
Regina : she is 16 years old, teenager. She knows very well all the new technology because she is in the generation Y. She has a lot of friend and a boyfriend. She is all the time in contact with everybody. She updates everything on Myspace and Facebook. She is looking for something fast and simple.
Thanks to these three examples we can have the key of the customers segment because we have their customer life’s and uses. It is a very good tool for the segmentation.
We can find :
* demographic age
* social class
* way of life
* interest about technology
* family life cycle
Regina : caractéristique she wants to be all the time in contact with her friends. Steeve : caractéristique he could be interested bus he has an old phone and he doesn’t to change it because he...