Ontela PicDeck A Case Solution

Case Solution

Ontela, a technology start-up company, includes a cutting-edge service referred to as Pic Deck that improves the mobile imaging experience for wireless clients. Ontela sells Pic Deck to wireless service companies, who consequently private-label the program for their clients. Ontela need to research which customer segments it must target for your service and the way to make a positioning strategy together with an advertising and marketing communication plan to advertise it. It needs to also consider the worth proposition in the Pic Deck service for wireless service companies (its direct clients), who need to be thinking the service can lead to greater monthly average revenue per user (ARPU) and/or elevated customer loyalty. Medicare insurance Medicare Part A in the case provides qualitative information on customer personae that represent different customer segments. Students are asked for to develop a concentrating on and positioning strategy based on this qualitative information. Medicare insurance Medicare Part B provides quantitative data on customer preferences will recognize response-based customer segments, additionally to demographic and media habits information will profile the segments. Students are asked for to revise their recommendations using the additional quantitative data.

Excel Calculations

Questions Covered

Based on the three customer personas, which customer segment should Ontela target?

What are customer personas ? Which segment(s) should Ontela target?

Create a positioning statement for your chosen target persona and identify the key themes thatshould be emphasized in the messaging for the PicDeck service to this segment.

Based on feature/benefit analysis, what positingstatements are likely to be appropriate for each of thecustomers?

What are the risks of using qualitative personas to select target customer segments?