Ontela PickDeck: Key Benefits of the PickDeck Service

Ontela PickDeck(B)

SECTION I
Answers to the Questions from Ontela PickDeck (B) 1. Out of 6 clusters, I would recommend the customer segment defined by cluster 1 as a potential target for PickDeck. 2. Positioning Statement for the customer segment Cluster 1 that defines key benefits of the PicDeck service.
Specifically designed for people who treasure their memories captured in mobile phone and have been frustrated with the cumbersome process of manually transferring photos off their phones, Ontelas’s Picdeck is a quality innovative mobile phone service that promises an easiest way to transfer pictures off their camera phones by automatically uploading those to a desktop, e-mail or favorite photo sharing and social networking sites with no click and best price.

3. Positioning Statement for Wireless Carriers that Ontela can use to communicate the value of the PicDeck service for wireless carriers.
For wireless carriers who are constantly in search of innovative ways to bring the value to their subscribers by offering superior services, Ontelas’s Picdeck is an innovative value-add mobile phone service that allows their customers to transfer pictures off the camera phones by automatically uploading to a desktop, e-mail or a photo sharing site with no click and hence promises differentiated position in the market by enhancing the customer base and ARPU (Average Revenue per User).

SECTION II
Rational to Answers 1. Out of 6 clusters, I would recommend the customer segment defined by cluster 1 as a potential target for PickDeck. This group of people values the easiness of transferring phone photos, saving those over to personal desktops so that they are not lost and sharing the photos across the social networking sites like Facebook etc.
This segment of customers is very Tech Savvy and comparatively early adopters of new technologies always excited to try out new technologies that make their life easy. Although this segment is technology lover, they perceive the easy setup as a paramount feature.
The cluster analysis shows that this segment has more than 50% population between age 25 to age 55, the age where most of the people are independent and engaged in many social events like watching sports etc. Such social gatherings trigger lot of picture capturing from the mobile and sharing those across the friends. Also, at this age most of the people are employed and self earning. Further, the study reveals that this segment is ready pay fairly average monthly fee for this service and almost 91% people pay their own bills. Significant number of people in this segment already have data plan and they have been heavy users of internet.
Considering these factors, it is evident that this segment has high usage and ability to pay for new technology services like Ontela’s PickDeck. Ontela’s easy to use mobile phone service will immensely satisfy their needs with seamless transfer of photos by automatically uploading to a desktop, e-mail or a photo sharing site with no additional overhead.