Ontela Picdeck Harvard Case Essay

Ontela designed a revolutionary product which forgets wireless subscribers to seamlessly transfer data from the consumers wireless phone and send it to an electronic mail inbox, PC, or website. This anyows consumers to map their wireless device more(prenominal) frequently, which generates more taxation for the industry in officious phone serve wells. Joe Levy, Ontelas director of letter mail carrier marketing, assisted with PicDecks plane sectionation in determining the appropriate hind end listening. Below you go away find an analysis on PicDecks choices regarding node segmentation and evaluation on their data supporting that research proves their station audience atomic number 18 primarily center-aged married women and men.SWOT compendiumIssues Short-term Best way to determine the mightyly target audience Making PicDeck more conceptually-friendly so consumers flock better deduct it user-friendly functions Long-term How could Ontela balance the requisites of the subscribers with the carriers goals of decreasing dig and increasing ARPU? What is the next big idea to keep company forrad of the game (please help rephrase) Problem Statement For future emersion, the industry will need to continue being creative and innovative in seek out added services much(prenominal) as data and wireless internet use to increase yearly tax how hatful Ontela and their counterparts target the ripe consumers which will utilize both without compromising ARPU?Case Response region A1. found on the three customer characters, which customer segment should Ontela target? a.Ontelas objective was to increase the use of wireless carrier service and increase average revenue per user (ARPU). In state to do this the organization conducted a segmentation research to appoint 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 sh ould be escorted as the primary target. It is important to consider that women control or influence the purchase of 80% of all consumer goods, including such items as stock for investments, personal computers, and others (2011, Boone). This will automatically include Regina, the teenager into the equation, which will automatically boost both revenue and data physical exertion. match with some cell phones statistics from the Defakto Company 55% of mobile social networks usage that is fe manly. 42% more likely working moms are than average cellular users to download content to their cell phones 42% of women post photos on Facebook (2010, Vermon) at that placefore, for this item scenario, the target should be a female from age 15 to 45 years old, which are the ages for the generations that sire lived through the technological changes. In redact to narrow more of the target audience, a psychographic segmentation will be necessary. The organization would need to know the typical v alues and lifestyle of the women who use cell phones cameras, for this purpose we can use tools as VAL which classify consumer by psychological characteristics.2. Create a positioning statement for your chosen persona and identify the key themes that should be emphasized in the messaging for the PicDeck service to this segment. a.Positioning statement for PicDeckFor the wireless subscribers who want to transfer picture to their computers, e-mail inbox, and mobile devices, the PicDeck provides the most effective way to download and manage pictures. Unlike the shortly complex and limited methods we have today, the PicDeck allows the transfer of pictures to any pre-designated destination without the need to press any extra buttons.3. What are the risks of using qualitative personas to select target customer segments? a.The customer personas and the goal of the organization should be adjust with one another to turn back the companys cohesiveness and allow them to determine their targe t customer. The use of personas is useful in marketing to understand the customer behavior, so the personas should represent attributes of the target audience that we want to reach. In using qualitative personas we are assuming that the people represented have similar expectations and goals, and we are not considering important issues as culture and operate and thats when it becomes risky for the business. This can cause the company to lose revenue because a product of this caliber is universal and therefore the company has no need lock themselves to a certain type of customer when all types of customers can utilize the product. Section B4. Which segment(s) would you recommend as a target for PicDeck? Explain the logic behind your choice. a.Using demographic segmentation has been a useful tool in determining which customers to target in promoting their product. gibe to exhibit 4 in section B the strongest response in the surveys came from middle aged married consumers and/or male wireless subscribers. There is additional statistical research supporting this data from the customer personas which a middle-age married woman with a teenager has the need for this produce and the buying power to attain it.In addition, Exhibit 2 consistently illustrates that the middle age consumer wants a device that is easier to transfer photos to their PCs, email, or social website. By continuing using demographic segmentation they can place more focus on income, education, and occupations within middle aged married consumers and males which this may address Mr. Levys concerns regarding the increasing and/or maintaining ARPUs.5. Develop a positioning statement for your selected target customer(s) the key benefits of the PicDeck service and how the service is severalise from alternative that customers might consider. a.For the up-to-date Mom and professional savvy male who is looking for timeless convenience the PicDeck Mobile provides fast and clear pictures of your love ones or Power Point to your boss. Unlike archaic digital cameras the PicDeck can seamlessly send that memory or great idea before you can say cheese. In conclusion Ontelas Picdeck was definitely on the right path. Looking at todays society people are using this product every day.Whether its a person victorious pictures with their smartphone, and instantly sending it to their Facebook page or a fellow scholar snapping a shot of the groups contact sheet and sending the document via email to the group members everyone values the product for its convenience and accessibility. It has now become the norm function of a phone. Therefore, Levys positioning strategy to ensure the solvency of his company in addition, addressing carriers goals seems as a success with the continuing growth of this industry.