Ontela PicDeck (A): Customer Segmentation Targeting and Positioning Harvard Case Solution & Analysis
Introduction
Ontela started its operations in the year 2006. The company was established in Seattle. The primary business of Ontela was to offer a technology service to the customer which would allow the users or the subscribers to transfer pictures and other data from their cell phones to their computers, laptops, email inbox and other storage devices. The technology was well received in the media where the service was labeled as “helping bridge the gap between phone and computer”. Basically Ontela offered its customers with the value to the end users or the wireless subscribers by actually providing them with a rather easy to use mobile imaging experience.
The company was expecting that the new technology will help to increase the client base for Ontela. The business model for the company encouraged customers to transfer all the pictures from their mobile handsets which was encouraging in terms of increasing the usability of wireless carrier services. The technology of convenient transfer of pictures through cell phones was sold to wireless carriers by the company Ontela who was actually responsible and liable for branding the newly launched product and for its pricing in the market.
The business model made the subscribers to pay a monthly fees to the carriers for using PicDeck service. PicDeck was the first offering or the initial product developed by Ontela. Basically PicDeck is a software/application that transferred pictures from the mobile device to the computer or laptop at home without a lot of efforts and time.
Problem Statement
The case “Ontela PicDeck (A): Customer Segmentation, Targeting, and Positioning” basically wants to identify the customer segment it needs to target for the service of PicDeck where the company needs to create a positioning