Ontella free essay sample

Ontela is headquartered in Seattle and is backed by Steamboat Ventures, Hunt Ventures, Voyager Capital, and Oak Investment Partners. In the given case, Ontela needs to find a segment of customers to which it could target its new Pic deck technology. By choosing a particular segment, it could then develop its marketing strategy appropriately. They also needed to identify which particular segment offered the best opportunity for higher sales and thus increasing average revenue per user (ARPU). As the industry for mobile and wireless technology has grown over the previous years, particularly the data service technology which has seen an exponential growth, Ontela’s director Joe Levy sees an opportunity in which he needs to deliver a solid value proposition to the mobile wireless carriers. Keeping the opportunity in mind segmentation research has been done and three major Customer personas have been identified namely: Persona 1: Sarah, the Parent. Persona2: Steve, the young Professional. We will write a custom essay sample on Ontella or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Persona3: Regina, the Teen. The clusters also have fair amount of purchasing power, cluster 3 being an exception to that, but their awareness compensates for it. b) Substantial: The three clusters together have a share of 59% and all are ready to pay the average price or a price more than that. c) Accessible: These segments are highly tech-savvy. Hence, reaching out to them through different media like social networking sites, magazines etc would be easier. Furthermore, all of them are mobile users therefore, telemarketing through service providers is also a good option. d) Differentiable: The segments have different criteria for choosing a service. Also, their age differentiates them. e) Actionable: The clusters would respond to a comprehensive marketing plan. Question 5) Develop a positioning statement for your selected target customer(s) that defines the key benefits of the PicDeck service and how the service is differentiated from the alternatives that customers might consider. Answer: We need to concentrate on the fact that PicDeck is a unique kind of cell phone service which offers exclusive rights for people who value their memories captured in their cell phones and enjoys sharing with family and friends. An innovative service for those who look for new technologies and services. Gives freedom to a person from a manual, time-consuming process of transferring photos from phone. PicDeck promises to provide an easy and automatic transfer of photos to the desktop or sharing on the social media or through emails with no click and at the best price. Question 6) Develop a positioning statement for wireless carriers that Ontella can use to communicate the value of the PicDeck service for wireless carriers. Answer: Ontella’s PicDeck provides an innovative and premium solution to wireless carriers which are looking out for new and innovative ways to bring the value to their subscribers and attract new customer base by offering attractive and superior services. It is a trendy and new value-add cell phone service which allows your customers to share pictures on social media, automatically transfer photos to their desktops wirelessly with no click, It promises you a differentiated market position by enhancing the customer base and average revenue per user.