Ontela PickDeck study case Part A 10/09/13 Jean-Mallory Rousseau 1) Based on the three customer personas‚ which customer segment should Ontela target? Why? I would focus in priority on the teenagers‚ then on the young professionals and ultimately on the parents and the elderly. As a matter of fact‚ teenagers are the part of the population both most sensitive to fad phenomena and best at using new technologies. 1) Regina‚ the Teen First segment to target The teenagers’ generation
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St. George’s University Department of Business and Management Studies Master in Business Administration Program BUSI 894 Modern Organizational Theory and Design (first draft) Fall 2013 2 Units Professor: Dr. Fernando A. Mora C. Caracas‚ Venezuela Email: fmora@sgu.edu‚ famorac@gmail.com Twitter: @famorac Phone: fmorac on Skype Cell: +58-412-3830110 (I am on Whatsup and Viber too) Live Office Hours by appointment (via Skype) WIMBA Live Classroom Thursdays‚ 7 to
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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
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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
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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
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KEL451 MOHANBIR SAWHNEY Ontela PicDeck (B): Customer Segmentation‚ Targeting‚ and Positioning The Quantitative Customer Segmentation Study Although Joe Levy felt that the customer persona provided a good starting point to begin thinking about PicDeck’s segmentation‚ he believed that he needed quantitative data to get a more precise understanding of the relative attractiveness of different customer segments. This would require data on end users regarding their preferences and behaviors
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Hu 1 Yinping Hu Marketing Management 2101 Professor Stefan Lippert 18 April 2014 Ontela PicDeck Case Study Project Goal To determine the most appropriate target customer segment in order to maximize growth opportunities for both Ontela and its direct customers—wireless carriers‚ who wants to decrease churn and increase average revenue per user. Qualitative Study Persona Analysis Persona Sarah Steve Regina Age 42 27 16 Gender Female
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national wireless carrier employees that teach them how to market PicDeck for everyone’s usage‚ focusing on the campaign “Stop a moment in time and share it with the world.” Rationale Training Program Training national cell phone carrier employees will ultimately maximize profit because the salespeople are the ones who create the value for customers and build profitable relationships. On page 1‚ the case says that Ontela sold its technology to wireless carriers‚ leaving the marketing and
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1. Based on the three customer personas‚ which customer segment should Ontela target? Ontela should targe the teen segment. The size of the segment is big and wide‚ they are usually early adapters of technology (lots are tech savvy) their purchasing power is huge‚. Moreover‚ the segment is substantial‚ and can make ontela increase its revenues. This segment uses the internet alot and the social network‚ e.g. facebook‚. There can be the domino effect and more friends may join this service. As youth
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UNIVERSITY OF SOUTHERN CALIFORNIA Marshall School of Business Administration Marketing 440 Dr. Gary L. Frazier Marketing Analysis and Strategy The Richard and Jarda Hurd Fall‚ 2012 Professor of Distribution M and W‚ Noon to 1:30 p.m. Management Hoffman 304
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