MM5003 MARKETING MANAGEMENT

SUMMARY OF
ONTELA PICDECK A & B
CUSTOMER SEGMENTATION, TARGETING, AND POSITIONING

GoodGroup:
Citrasari Henra Putri (29318414)
Gesha Katila Hanum (29318373)
Leka Redha Putra (29318406)
Ratih Herdiyah (29318429)
Siti Hanum Salsabillah (29318306)
Stefano Agung Allorante (29318338)
Ontela PickDeck A

Ontela is a technology-start up company. The Director of carrier marketing Joe Levy

was considering how to position the first offering, PicDeck.
PicDeck is a technology service that allowed wireless subscribers to seamlessly
transfer picture from mobile devices to computers, email inbox, and other
networking devices and services.
Ontela’s technology offered value to the subscribers by providing convenient mobile
imaging experience. With this value Ontela expecting to increase number of
consumer of wireless carrier service and increase sales of high margin data service
for Ontela’s wireless carrier. Ontela sold its techonolgy to wireless carriers who were
responsible for branding and pricing and marketing. These subscribers paid monthly
fee to carriers for the PicDeck Service, and Ontela received a portion of this
subscription revenue.
To develop positioning strategy for PicDeck service, Levy need to identify the target
segment. He faced several major question :
 What was the best way to determine the appropriate target audience ?
 Which segments would provide the biggest opportunity?
 How to balance the needs of subscribers with the carrier’s goals of decreasing
churn and
 How to increasing average revenue per user (ARPU) ?

The PicDek Service

Ontela’s PicDeck offered seamless transfer of picture to other network devices and
services as simple as possible. The technology had been picked up by two regional
carriers, Cellular South ,Cincinnati Wireless and Alltel. As the industry began to pick
up the technology, Joe Levy realized that to maximize the growth opportunities he
would deliver a solid value preposition to national wireless carriers.

Segmentation Research : Customer Personas

Levy and his team had conducted qualitative research on end-user behavior in
mobile device. There are three customer persona that represented the key customer
segment.
Persona 1 : Sarah, the parent
 Married, 42
 Mother of three
 Work part-time from home
 Not a computer whiz
 Can use email, Google
 Use camera for family picture, ask husband or children to move the picture to
PC
 Wants things like picture to be easy, would love her picture from phone to
just appear on her computer
 Persona 2 : Steve, the young professional

 27 years old
 Real estate agent
 Use camera digital to take picture
 Want to get caught up on technology so doesn't lose a step in the market
 Looking technology solution to improve his life
 He likes things that are simple

Persona 3 : Regina, the teen

 16 years old
 Social Media user
 Take spontaneous picture
 Want to have her mobile photos on her PC instantly

Questions
1. Based on the three customer personas, which customer segment should
Ontela target?

2. 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

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

To choose customer segment, first we should learn about the customer persona
In this case there are three persona which every persona has different behavior and needs.

Sarah Steve Regina

 Needs - Upgrading to - Looking - Wants to be able to
wireless technology have her mobile
phone with solution to photos to PC
camera improve his instantly
attachment life
- Wants things - Support his
like picture to work
be easy

Product Usage - Use camera - Taking - For social media

for family picture for activity
picture client

Lifestyle - Part-time - Real estate - Grew up in the

worker agent internet era
- Not a - Use email - Middle-class family
computer at work but
whiz but can prefers the
use email, phone
Google

1. Based on the information, customer segment that Ontela should targeting are Steve
(young professional ) and Regina ( the teen ).

2. Young profesional has high potential to become Ontela’s subscribers based on the
needs to support his work and as a solution to improve his career. The teen as customer
segment because of their lifestyle who grew up in the internet era and active in social
media.

Key Themes that should be emphasized

- new technology
- permanent connection any time
- easy to use

3. Risks of using qualitative personas to select target customer

- Qualitative personas cannot provide enough information
- Cannot represent whole targeted persona
- Only using qualitative research is too risky

Ontela B

Ontela needs to determine how to position PicDeck to the appropriate customer

segment to offer value to their direct and indirect customers.
Ontela needs to do this research to perform Segmentation, Targeting, and Positioning
Marketing Process. Also to properly identify the best segment to target that will
maximize growth opportunities, and Present Ontela’s PicDeck technology as an
attractive investment.

Testing method:
Quantitative study
Cluster analysis target are 2,000 end users
In the age of over 15
Using random sampling approach.

The End users are not Ontela’s direct customers. Their direct customers are the
wireless carriers.

Question 1:
Which variables are most useful for segmentation identification and evaluation?
Which variables that least useful?

The most useful variables are:

Q1: Technology Savvy
Q2, Q4: Usage of the service
Q6-Q9: Picture storage and availability (reasons to use the service)
Q10: Deciding factor
Q12-13: Price

The least useful variables are:

Q3 and Q5 because they are talking about qualities of the pictures that is not directly
related to Ontela’s PicDeck service.

Question 2
Labeling each segment that best describes the clusters:
1. Tech Savvy Internet users, but also looking for good price
2. Family They are okay with using digital camera, and not really excited
about using new technology
3. Trendy Millenial internet users, social media users, valur sharing photos on social
media
4. Quality Driven Middle age adults, Internet users but not really into photo sharing.
This group is only willing to pay a relatively low price for PicDeck.

5. Conveinient Not excited in adopting new technology, but less price sensitive,
emphasizing in the ease of technology.
6. Old School show low interest in transferring pictures and sharing them on the
internet
Question 3

Using exhibit 4, the judgement is a lot like previews answer, but now we know more
informations, especially about demographics and media preferences.

Question 4
Which segments would you recommend as target for picdeck: Cluster 1 and 3

Cluster 1
Because, they are interested in technology, willing to pay moderate amount of
money for the service, and value saving phone photos.

Cluster 3
Because they are also interested in technology, willing to pay more amount of money
for the service, and value saving phone photos.

We don’t recommend Cluster 5 although they are willing to pay more, but they are
not value photo sharing, uploading phone photos, and adopting new technology.

Question 5
Positioning Statement:
Cluster 1:
Ontela Picdeck is a service with a reasonable price for tech savvy. It is convenient to
share pictures from phone to PC, and share it to social media.

Cluster 3:
Ontela Picdeck is a service that could help to upload pictures to social media
instantly without the hassle of plugging in cables to PC.

Question 6:
Positioning statement for wireless carriers:
Ontela’s Pickdeck is a service that value the convenience of people to transfer their
pictures. Wireless carrier will deliver this innovative technology to he subscribers as
one prominent service.

Question 7:
Media Plan:

Cluster 1: Using add on tech magazines, Internet based add, maybe like youtube
review
Cluster 3: Using add on celebrity magazine, fashion magazine, and woman magazine.