Drones
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
Male
Female
Household
Three
children
Single
Single
Occupation
Parent
Real
Estate
Agent
Student
Tech.
Aptitude
LOW
(Email,
Google,
and occasionally IM that were set up for her)
MEDIUM
(Uses email at work but prefers the traditional way in doing business) HIGH
(Actively
uses social media and email to share information) Mindset
No
interest in new technologies Passive in updating technologies Used to new technologies Product
Usage
Move pictures to free up camera memory
Send
pictures directly to clients Share pictures with friends Customer
Needs
• Simplicity
• Speed
• Simplicity
• Convenience
• Greater
Control
• Convenience
&
Speed
Hu
2
Target
Customer
Segment
Based on the comparison of three personas, as detailed in the table above,
Ontela
should target the segment represented by Steve, the young professional, based on considerations for both the company itself and the wireless carriers, who are its direct customers.
Since
the goal is to provide the biggest opportunities for both parties, who have different goals for their businesses, Steve proves to be the most appropriate target in that as he becomes a customer for Ontela by using the service to simplify communication with his clients, he will also need to upgrade to a wireless handset and subscribe to data services that
has
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
Male
Female
Household
Three
children
Single
Single
Occupation
Parent
Real
Estate
Agent
Student
Tech.
Aptitude
LOW
(Email,
Google,
and occasionally IM that were set up for her)
MEDIUM
(Uses email at work but prefers the traditional way in doing business) HIGH
(Actively
uses social media and email to share information) Mindset
No
interest in new technologies Passive in updating technologies Used to new technologies Product
Usage
Move pictures to free up camera memory
Send
pictures directly to clients Share pictures with friends Customer
Needs
• Simplicity
• Speed
• Simplicity
• Convenience
• Greater
Control
• Convenience
&
Speed
Hu
2
Target
Customer
Segment
Based on the comparison of three personas, as detailed in the table above,
Ontela
should target the segment represented by Steve, the young professional, based on considerations for both the company itself and the wireless carriers, who are its direct customers.
Since
the goal is to provide the biggest opportunities for both parties, who have different goals for their businesses, Steve proves to be the most appropriate target in that as he becomes a customer for Ontela by using the service to simplify communication with his clients, he will also need to upgrade to a wireless handset and subscribe to data services that
has