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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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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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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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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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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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 that PicDeck will function as promised to meet their specific needs. Even the best products may not sell without a successful marketing
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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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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 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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