Essay Ontela Picdeck Harvard Case

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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…show more content…
This will automatically include Regina, the teen into the equation, which will automatically boost both revenue and data usage. According with some cell phones statistics from the Defakto Company: • 55% of mobile social 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 have lived through the technological changes. In order to narrow more of the target audience, a psychographic segmentation will be necessary. The organization would need to know the typical values 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 PicDeck: For the wireless subscribers who want to transfer picture to their computers, email inbox, and mobile devices, the PicDeck provides the most effective way to download and manage pictures. Unlike the currently complex and limited methods we have today, the PicDeck allows the transfer of pictures to any

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