Ontela PickDeck Case Study
Ontela PickDeck Case Study
Ontela PickDeck Case Study
1
Yinping Hu
Marketing Management
2101 Professor
Stefan
Lippert
18 April 2014
Ontela PicDeck Case
Study
Project
Goal
direct customers
Study
Persona Analysis
Persona
Sarah
Steve
Regina
42
27
16
Female
Male
Female
Household
Three children
Single
Single
Occupatio
n
Parent
Age
Gender
LOW
Tech.
(Email,
Aptitud
and
IM that were
Mindset
Product
Usage
Google,
occasionally
set
HIGH
(Actively
uses
traditional way in
Passive in updating
email to share
Used to new
technologies
Move pictures to
free
Student
technologies
technologies
Send pictures
directly
Share pictures
with
Custome
up camera memory
Simplicity
to clients
Simplicity
friends
Greater
r Needs
Speed
Convenience
Convenience &
Speed
Control
Hu
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3
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 targets level of acquaintance
with new technologies and satisfies their needs; combine that with the target
segments 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 as often as teens do, their
desire to stay competitive in the professional field through technology is a
great motivator for them to become as technologically acquainted as the
younger segment. Since wireless carriers are who Ontelas direct customers
are ultimately, targeting a segment that is less
technology
but
saturated
and
with wireless
a desire to
Positioning
Key Values
upgrade
opportunities.
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Since the target group is not very well acquainted with many of the recent
technologies and
desire simplicity and convenience as core features, such must be clearly
conveyed to the
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target segment by means of stressing the effortlessness of PicDeck in that it
automatically delivers
pictures to
service
in order
to add perceived
reliability of the delivery and the ability to monitor photos sent right on the
handset would appeal to someone who wishes to use PicDeck for
professional
Positioning Statement
No matter where you are or how busy you are, trust Ontela PicDeck for a
simple and accessible imaging solution that
any extra
buttons.
Risks
Selecting target customer segments from only qualitative personas is risky in
several ways but first and foremost in that one assumes the persona to be
representative of the entire segment and ignores those misrepresented by
their respective personas, e.g. a young professional who
of the newest technologies
is a frequent
user
social
Hu
potential market and may direct the company to invest in a small portion 6
of the
population,
from whom the returns might be low, e.g. the smaller group of teenagers in an
aging society.
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7
Quantitative
Study
Cluster Analysis
In order
making the purchase decision (Q10), and the acceptable price level (Q13)
are useful
reveal wireless
(2) Neo-Traditional
Descriptive Profiles
People in this segment are relatively apt at uploading photos from their
phones and
are the most willing to switch to use phone cameras if the quality is
high and process to transfer pictures is easy because of their activity in
sharing
photos
Photo-sharer
upgrading
to use products while also looking for the best prices around. They are
willing to pay at a price level slightly above the overall average for
People in this segment experiences some troubles in uploading phone
pictures but
do not
consider
tech products.
They
are quick to
adopt
out the best price when making the purchase. People in this segment
allocate greater value to photo sharing via email or social media and
backing
up or accessing
(4) Quality-driven
Techie
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People in this segment have the easiest time uploading pictures from
phones but
refrain from rushing to upgrade to newer technologies.
(5) Convenience
Seekers
consideration the
on new tech
Take
into
also
(6) Traditionalist
if it means simpler process and better quality results. The least price
sensitive out of all 6 clusters, people in this segment accept PicDeck
People in this segment are relatively apt at uploading pictures from
phones but are
at
passive in keeping up with new developments and when they do, they
put in efforts to search for the best price. They do not intend to use
phone camera as an alternative to digital cameras and show minimal
interest in transferring pictures
between phone and PC or sharing them over Internet. They are only
Data from this survey goes to demonstrate the variances in values and
objectives that
transcend demographic segments represented by personas and divides the
customer base into finer segments. The information presented also
challenges the assumption that those who are acquainted with technology
developments are also quick to adopt new ones (e.g. cluster 4 is familiar
with imaging technology but takes time in adopting new tech) and points
out the possibility that those who may not be too familiar with recent
technology can be quick to take up the
consideration
it is easy to
new
will be (e.g.
cluster
into
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Revised Profiles
People in this segment demonstrate the highest internet use and
strongest
Techie
individuals who has data plans on their cell phones. Nearly half of
the segment also has message pack subscription on their
People in this segment are relatively apt at using phone
phones.
photo
photo sharing and value the ability to access photos from various
pack subscriptions and is part of family plan for cell phone; less than
half pay their own cell phone bill. Mostly single without kids, people
when
deciding
on
new tech
adopt new technologies and seek out the best prices. They are
(4) Quality-drive
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The majority of this segment is male and between ages 25 and 40
but only about
one-third is married. Many people in this segment are subscribers to
message pack and almost half of the cluster has data plans on their
cell
phones.
strongest
interest
have the easiest time uploading phone photos and do not rush to
upgrade to new technologies.
Take
into
of
new tech
(6) Traditionalist
however,
accurately
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of the groups. For cluster one, the segments interest in technology
developments was not visible in the preference data and so they were
assumed to seek easy to use products that satisfy their needs whereas
segment represented by cluster four was assumed to be tech- savvy
because they agreed mostly strongly with the statement that uploading
photos from phone
technology developments.
Target Segment
Based on the cluster analysis, segment represented by cluster one (Value
Seeking Techie) should be targeted for PicDeck because they demonstrate
demands that can be fulfilled by PicDeck service, such as transferring
pictures from phone to other devices or to share them via email and social
media, and adopt new
of PicDeck
will be used as a potential tool to decrease customer churn for carriers rather
than to increase the number of customers in this segment. This also
coincides, in a large
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your life on your mobile phone and share them, organize them, keep them
safe, without having to deal with the troublesome process of manually
moving pictures to desired network
and high-value
they want.