Drones

Topics: Technology, Telephone, Mobile phone Pages: 76 (2654 words) Published: September 22, 2014
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
higher
margins,
essentially
presenting
a
win-­‐win
situation
for
both
Ontela
and
carriers.
Secondly,
the
simple
and
convenient
service
offered
by
PicDeck
accommodates
the
target’s
level
of
acquaintance
with
new
technologies
and
satisfies
their
needs;
combine
that
with
the
target
segment’s
ability
to
afford
such
services,
it
is
logical
to
target
young
professionals.
Although
this
segment
will
likely
be
less
frequent
users
of
the
service
compared
to
teenagers
because
they
have
very
little
time
to
themselves
and
do
not
take
and
share
pictures
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