Ontela

Hu

 1

Yinping

 Hu

Marketing

 Management

 2101

Professor

 Stefan

 Lippert

18

 April

 2014

Ontela

 PicDeck

 Case

 Study

Project

 Goal

To

 determine

 the

 most

 appropriate

 target

 customer

 segment

 in

 order

 to

 maximize

 growth

opportunities

 for

 both

 Ontela

 and

 its

 direct

 customers—wireless

 carriers,

 who

 wants

 to

decrease

 churn

 and

 increase

 average

 revenue

 per

 user.

Qualitative

 Study

Persona

 Analysis

Persona

Sarah

Steve

Regina

42

27

16

Female

Male

Female

Household

Three

 children

Single

Single

Occupation

Parent

Real

 Estate

 Agent

Student

LOW

MEDIUM

HIGH

Tech.

(Email,

 Google,

 and

(Uses

 email

 at

 work

 but

(Actively

 uses

 social

Aptitude

occasionally

 IM

 that

prefers

 the

 traditional

media

 and

 email

 to

were

 set

 up

 for

 her)

way

 in

 doing

 business)

share

 information)

Age

Gender

No

 interest

 in

 new

Passive

 in

 updating

Used

 to

 new

technologies

technologies

technologies

Product

Move

 pictures

 to

 free

Send

 pictures

 directly

Share

 pictures

 with

Usage

up

 camera

 memory

to

 clients

friends

Customer

• Simplicity

• Simplicity

• Greater

 Control

Needs

• Speed

• Convenience

• Convenience

 &

 Speed

Mindset

Hu...