Ontela PicDeck - Case Study Example

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Ontela PicDeck

The paper tells that PicDeck was a technology service that allows subscribers of wireless to effortlessly transfer their photos from their mobile to their computers, email inbox, and other networking devices and services. Media has appreciated the service a lot; an article in the Telephony magazine regarded the service as “helping bridge the gap between phone and PC.” The basic revenue model of the service was to provide a more convenient mobile imaging experience, which would increase the sales of high margin data services of Ontela’s wireless carrier who are the actual direct customers of the company. The author has rightly presented that Ontela was expecting that once customers started using their PicDeck service to transfer photos from their mobile devices to their computers, emails, etc. it would eventually increase the use of the wireless carrier services. Ontela’s direct customers are the wireless service providers who would market the service to its wireless subscribers. Ontela would receive a portion of the subscription fee that the subscribers pay to the wireless carriers. 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. ...Show more


The article takes a look at Ontela, a technology-based start-up that was under the process of offering its first product, PicDeck. Ontela is looking for a positioning strategy that offers their wireless carriers the highest Average Revenue per User (ARPU) and growth opportunity.

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