Ontela Picdeck Harvard Case

Ontela designed a revolutionary product which allows wireless subscribers to seamlessly transfer data from the consumer’s wireless phone and send it to an email inbox, PC, or website. This allows consumers to use their wireless device more frequently, which generates more revenue for the industry in mobile phone services. Joe Levy, Ontela’s director of carrier marketing, assisted with PicDeck’s segmentation in determining the appropriate target audience. Below you will find an analysis on PicDeck’s choices regarding customer segmentation and evaluation on their data; supporting that research proves their target audience are primarily middle-aged married women and men.
SWOT Analysis Issues
Short-term
• Best way to determine the right target audience
• Making PicDeck more conceptually-friendly so consumers can better understand it user-friendly functions
Long-term
• How could Ontela balance the needs of the subscribers with the carrier’s goals of decreasing churn and increasing ARPU?
• What is the next big idea to keep company ahead of the game (please help rephrase)
Problem Statement: For future growth, the industry will need to continue being creative and innovative in seeking out added services such as data and wireless Internet use to increase yearly revenue; how can Ontela and their counterparts target the right consumers which will utilize both without compromising ARPU?
Case Response: Section A
1. Based on the three customer personas, which customer segment should Ontela target?
a. Ontela’s objective was to increase the use of wireless carrier service and increase average revenue per user (ARPU). In order to do this the organization conducted a segmentation research to select the right Personas, which will determine how to allocate their resources and time for consumers who use their cell phones and cameras the most. Based on this criteria Sarah, the parent should be considered as the primary target. It is important to consider that women