Ontela, a technology start-up company, has introduced an innovative service called Pic Deck that improves the mobile imaging experience for wireless subscribers. Ontela sells Pic Deck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. It must also consider the value proposition of the Pic Deck service for wireless carriers (its direct customers), who need to be convinced that the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty. Part A of the case provides qualitative information on customer personae that represent different customer segments. Students are asked to develop a targeting and positioning strategy based on this qualitative information. Part B provides quantitative data on customer preferences that can be used to identify response-based customer segments, as well as demographic and media habits information that can be used to profile the segments. Students are asked to revise their recommendations based on the additional quantitative data.
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?