Ontela, technology start-up company, introduced an innovative service called PicDeck, which improves images for mobile wireless subscribers. Ontela PicDeck sells wireless, which in turn are private-label services to their subscribers. Ontela must decide which customer segments it should target the maintenance and creation of positioning strategy and marketing communications plan to promote it. You should also consider the value proposition PicDeck services for wireless carriers (its direct customers) who need to be convinced that the service will increase the average revenue per user (ARPU) and / or an increase in customer loyalty. Part of the case provides qualitative information on the customer characters that represent different segments of customers. Students are asked to develop guidance and positioning strategy based on this qualitative information. Part B contains quantitative data on customer preferences, which can be used to identify a response based on customer segments, as well as demographic and media habits of information that can be used for profiling segments. Students are asked to review their recommendations based on additional quantitative data. "Hide
Mohanbir by Sony, Kent Grayson, Patrick Duprss, Christine Hsu, Ryan Metzger, Fuminari Obuchi Arum Sundaram, Kari Wilson Source: Kellogg School Management 6 pages. Publication Date: 01 December 2009. Prod. #: KEL451-PDF-ENG
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