ONTELA: PICDECK

Group V

Section B

Ishdeep Hora (140201064)

Loukik Huilgolkar (140201070)

Mohit Kumar Mehta (140201080)

Mohit Nautiyal (140201081)

Nalin Goel (140201083)

Naman Gupta (140201084)

Nancy Gupta (140201085)

ONTELA PICDECK

• Ontela PicDeck offered seamless transfer of pictures from phones to other networked devices and services

• This technology include destinations such as Facebook, Myspace, twitter, etc

• “PicDeck Service” : Help bridging the gap between phone and PC.

• Subscribers Pay a Monthly Fee to Carriers for PicDeck Service

OBJECTIVES

• Target Segment of PicDeck

• Positioning Statement for the target segment along with key theme to be emphasized

• Risks of choosing Target Customer

MARKET

• US mobile phone industry represents more than $150 billion

• Within this market, picture messaging and other multimedia transfers are growing exponentially.

• Smartphone handset represent 34% of the total wireless communication handset market in 2007

Ansoff Matrix

CUSTOMER PERSONAS

• Customer personas are fictional characters created to represent the different user types within a targeted demographic, cultural and behavior set that might use a site, brand or product in a similar way.

• The needs of these types of customers are different and must be defined by Ontela to its marketing strategy.

PERSONA 1, SARAH, THE PARENT

• Married, 42

• Mother of three

• Works part-time from home

• Not a ‘computer whizz’ / scared of social media

• Uses camera for family pics., asks her children to transfer the pictures

• Would love the idea of an automatic transfer

PERSONA 2, STEVE, THE PROFESSIONAL

• 27 years old

• Borderline digital native

• Successful real estate agent

• On the road a lot, uses his camera to take pictures of client houses.

• Old model cellphone, hesitant to upgrade (what if I lose my contacts?)

• Sees value in the product.

PERSONA 3, REGINA, THE TEEN

• 16 years old

• Middle class

• Likes taking spontaneous pics. with friends, but can’t be bothered to load the pictures to the PC. • Wants to manage and monitor what is uploaded onto her PC

• Plug-ins for social media?

BEHAVIORAL SEGMENTATIONAttributes Sarah Steve Regina

Customer needs Upgrading to

wireless phone

with a grainy

camera

attachment

Simple things

about cellphone

and equip with

camera to

support his work

Simple things

about cellphone

and equip with

camera for

social

networking

Product usage Take pictures

from cell phone

and want to

“just appear” on

computer

Taking pictures

of the houses to

save and send

to clients

Updating her

profile on social

network

accounts

Lifestyle Not a computer

Whiz but can

use email,

google, IM and

MSN

Latest

technology

updates uses

email at work

but prefers his

phone

Grew up in the

internet age

that all iteration

of online

communication

from email to

social

networking

ANALYSIS

SELECTED CUSTOMER SEGMENT

•Youth Segment

Lives in Internet Age

Very active on Social Networking like Fb

Wants mobile photos on PC instantly.

COSTOMER SEGMENT

• Why not Steve (Working Professional)?

• Why not Sarah (The stay home mother)?

THE KEY THEMES

• NEW : people like innovations and wants to see new gadgets

• FAST/QUICK : to earn time is the deal of active people today, especially for informatics manipulations

• EASY: people want to use it directly, no fillers and no notices should be there

RISKS USING QUALITATIVE PERSONAS

• One of the most important risk is to base the whole marketing strategy on just one of the three qualitative personas

• Qualitative personas cannot represent the whole targeted personas

• Qualitative personas cannot provide enough information about segments, a lack of information could make our segmentation collapsing

• Based sales objective only on these qualitative personas is too risky

THANK YOU

QUESTIONS