ONTELA PickDeckCustomer Segmentation, Targeting, and Positioning

1ONTELA is looking to gain a greater understanding of the current state of the market and the most likely target segment for its new product PICDECK2Key QuestionsBased on the three customer personas, which customer segment should Ontela target?

What are the strengths and weaknesses of the segment selected? Create a positioning statement for your chosen target persona and identify the key themes that should be emphasized in the messaging for the PicDeck service to this segment?

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

Can qualitative methods used for targeting be misleading?What are the risks involved?

Dependence on high-value data services for profits and competitive differentiation

Current methods for transferring photos across devices or other media is very complex

Ontela PicDeck offers seamless transfer of pictures from camera phones to other networked devices and services

PicDeck has been picked up by two regional carriers. Ontela now have to deliver a solid value proposition to national carriers

Ontela conducted qualitative research to develop three customer personas that represented key customer segments:

1. Sarah, the Parent 2. Steve, the Young Professional 3. Regina, the Teen Situation & considerationsExecutive Summary3SudarshanSegments Profile4Works part time from home but are mainly focused on home making.

Lesser familiarity with the technology. Looking for upgrading her phone with a better camera. Looking for an easy and effective way to transfer photos to her PC from her phone.SarahThe ParentWorks full time and is very busy. Prefers phone over Internet. Are laggards in adopting to newer technology. Has an older model cellphone.

Looking for a simple solution to send photos of houses to his clients.SteveThe Young ProfessionalVery high familiarity with new technologies and regular user of social networking sites. Likes sharing pictures over the internet

Looking for a convenient way to transfer pictures from her phone to her PC and to share pictures on social networking sites from her phone.ReginaThe teenWho they Are?Receptivity to PickDeck

5Selection & Positioning of Target SegmentFarewell to MMS and share well with PickdeckShare your moments in just a click TaglineFrequent Social Media user with lots of friends/connectionsPictures are a method of self expression & needs to share them instantly on social mediaNeeds Control over which pictures to postYoung, Enthusiastic & Impulsive, she will lead to word-of-mouth publicityBorn in the age of internet, quick to adapt new technologiesTrend Setter & Early Adopter, she represents the future market of Ontela PicDeckOntela should position themselves as a new technological breakthrough, and as an easier way to share pictures on social networking sites, with your friends and family.Customers like Regina are early adopters, and like to try out new things, Ontela projecting themselves as a new and easier technology will attract these customers.Maintaining better customer service and relationships, bringing new improvements in the existing technology could retain these butterflies and convert them to true friendsThemes to concentrate onEasy and Convenient sharing.Easy to access, screen and update.New innovation and technologyLess fare compared to MMS. Positioning Selection Criteria

Regina, The Teen(Persona 3)Transfer, edit and) Share your moments in just a clickShare and care in less fareLoad less and share moreFarewell to MMS and share well with Pickdeck.Spend your valuable time in clicking precious moments and share them in just a click.Remind, Relive and reshare your memories in just a click A breakthrough in image sharing technology

5Risk associated with the qualitative personas to select the target segments 6One persona is to be representative of the entire segment and ignores the misrepresentation due to their individual personaInability to forecast the segment size and in turn the demand of the product because of lack of quantitative dataExisting assumptions dont tend to be questioned