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Ontela PicDeck: Analysis - Case Study Example
In the paper “Ontela PicDeck: Case Analysis” the author analyzes technology based start-up Ontela that was under the process of offering its first product, PicDeck. PicDeck was a technology service that allows subscribers of wireless to effortlessly transfer their photos from their mobile to computers…
Now, Ontela needs to find a customer segment to position its service offering accordingly so that they can satisfy the value proposition of the Wireless Carriers who in turn can satisfy their end customers. The case identifies three basic customer segments through a qualitative review, the parent, the professional, and the teen. The finding from the qualitative research and an in-depth Cluster analysis reveal that initially choosing the professional segment aged in the mid twenties is the most feasible option both revenue and growth wire. Although, the other two options are also feasible but the company can choose to move on those segments once it has saturated the professional segment.
The most important aspect of product or service introduction is choosing a valid positioning for the product or service. Ontela is also facing this problem. They need to identify the most profitable target segments within the wireless customer base. The company initially needed to identify the correct methodology of research so that they can get maximum information on available customer segments and once the suitable segments have been identified, they need to choose the segment that provides maximum opportunity for the company and the wireless carriers. They also need to balance the needs of the subscribers with those of the wireless carriers who want to decrease chum and increase Average Revenue per User (ARPU). ...