1. Ontela is worrying about the ultimate consumer because it directly relates to those who will buy the data plans and ultimately use the product. It’s important to identify these segments and do their own marketing to help promote the use of the services to increase revenues. If they don’t get end user to use it telecom companies will drop them as the value to both the consumer and the telecom will not be profitable.
2. Sara : Married 42 has kids works part time, not tech savey, needs the technology to be easy to use. Her key features tend to put her into segment 1
Steve: 27 single late adopter of technology convenience is important to him thus most likely fits into segment 4 as he doesn’t have the newest technology and his adoption is slower.
Regina most likely fits into segment 3 as value for the computer is quite high and she disagrees highly with q1, she also would search for the best price when looking to buy as she is younger and does not necessarily have the disposable income to upgrade.
The advantage to doing both the qualitative and quantitative data is they both may show different types of customers you may not have originally thought of. Qualitative data really shows you who a person is and what they do however quantitative data substantiates the qualitative or turns it on its head because it is what the consumer perceives.
Segment 1

Segment 2

Segment 3

Segment 4

Segment 5

yes

they seem very interested and have higher responses to wanting to use the service

no

They have a very low agreement to the use of their cell phone to take photos thus would most likely not use the serive

yes

They have moderate reponses to all categories where they would most likely use the product the easier it is to use

yes

They are in the median and have higher than average adopton rate of new technology thus would be a