'Ontela Picdeck Harvard Case Essay\r'

'Ontela designed a extremist increase which allows wireless subscribers to seamlessly carry data from the consumer’s wireless strait and send it to an email inbox, PC, or website. This allows consumers to physical exertion their wireless device much frequently, which generates more than revenue for the exertion in mobile phone endure. Joe Levy, Ontela’s director of carrier merchandise, assisted with PicDeck’s class in determining the appropriate tail auditory sense. Below you will find an analysis on PicDeck’s choices regarding customer segmentation and evaluation on their data; supporting that research proves their quarry audience are primarily middle- eond married women and men.\r\n wad Analysis\r\nIssues Short-term •Best way to restrict the right repoint audience •Making PicDeck more conceptually-friendly so consumers nates better understand it user-friendly functions Long-term •How could Ontela balance the films of the subscribers with the carrier’s goals of decreasing churn and increasing ARPU? •What is the next larger-than-life appraisal to keep comp both ahead of the indorse (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 meshwork use to change magnitude yearly revenue; how post Ontela and their counterparts signal the right consumers which will put on both(prenominal) without compromising ARPU?\r\nCase Response: Section A\r\n1. Based on the three customer references, which customer segment should Ontela target? a.Ontela’s objective was to summation the use of wireless carrier service and increase median(a) revenue per user (ARPU). In lay out to do this the shaping conducted a segmentation research to subscribe to the right Personas, which will form how to apportion their resources and time for consumers who use their cell phones and cameras the approximately. Based on this criteria Sarah, the parent should be considered as the primary target. It is of import to consider that women control or influence the secure of 80% of all consumer goods, including such items as post for investments, personal computers, and others (2011, Boone). This will automatically include Regina, the stripling into the equation, which will automatically boost both revenue and data usage.\r\nAccording with some cell phones statistics from the Defakto association: •55% of mobile kind networks usage that is female. •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) Therefore, for this specific scenario, the target should be a female from age 15 to 45 years old, which are the ages for the generations that absorb lived through the proficient changes. In order to narrow more of the target audience , a psychographic segmentation will be necessary. The disposal would need to know the typical values and life-style of the women who use cell phones cameras, for this purpose we fundament use tools as VAL which classify consumer by psychological characteristics.\r\n2. bring to pass 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 PicDeck:\r\nFor the wireless subscribers who indispensability to transfer picture to their computers, email inbox, and mobile devices, the PicDeck provides the most effective way to download and manage pictures. unalike the currently 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.\r\n3. What are the risks of using soft personas to select target customer segments? a.The customer personas and the goal of the organization should be aligned with one another to contain the confederation’s cohesiveness and allow them to determine their target 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 concourse represented have similar expectations and goals, and we are not considering important issues as culture and race; and that’s 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 true type of customer when all types of customers can utilize the product. Section B\r\n4. 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 t o target in promoting their product. According to butt on 4 in section B the strongest result 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 purchasing power to attain it.\r\nIn 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. Levy’s concerns regarding the increasing and/or maintaining ARPUs.\r\n5. Develop a positioning statement for your selected target customer(s) the key benefits of the PicDeck service and how the service is differentiated from choice that custom ers might consider. a.For the up-to-date Mom and professional apprehension male who is looking for timeless convenience the PicDeck nimble provides fast and clear pictures of your loved ones or authority Point to your boss. Unlike archaic digital cameras the PicDeck can seamlessly send that memory or great idea before you can say cheese. In cobblers last Ontela’s Picdeck was definitely on the right path. looking at today’s society people are using this product every day.\r\nWhether it’s a person taking pictures with their smartphone, and instantly move it to their Facebook page or a fellow school-age child snapping a shot of the groups contact sheet and direct the document via email to the group members; everyone values the product for its convenience and accessibility. It has now become the â€Å"norm” function of a phone. Therefore, Levy’s positioning dodging to ensure the solvency of his company; in addition, addressing carriers’ goals seems as a success with the continuing growth of this industry.\r\n'