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Ontela PicDeck (B): Case Analysis
- 1. ONTELA PICDECK B Customer Segmentation, Targeting and Positioning Using Quantitative Data Julissa Duran | Deanna Mansueto | Chris Ortiz | Marco Mosquera
- 2. MARKETING PROBLEM Ontela needs to determine how to position PicDeck to the appropriate customer segment to offer value to their direct and indirect customers. 2 Julissa
- 3. WHY IS ONTELA DOING THIS RESEARCH? • To perform the STP Marketing Process • Goals • Properly identify the best segment to target that will maximize growth opportunities • Present Ontela’s PicDeck technology as an attractive investment 3 Julissa SEGMENTATION • Identifies a firms potential customer TARGETING • Selects which customers a firm should pursue POSITIONING • Formulates its value proposition for its target customers
- 4. ONTELA’S CUSTOMERS & WHAT THEY VALUE WIRELESS CARRIERS • Increase in ARPU • Decrease in churn rate • Increase in sales of high-margin data services END USERS • Convenient mobile imaging experience • Easy photo sharing • Secure photo saving • Quick photo transfer 4 DIRECTCUSTOMERS INDIRECTCUSTOMERS Julissa
- 5. WIRELESS CARRIERS & THEIR CUSTOMERS A valuable customer in this context is one that: 1. Uses data service frequently 2. Is loyal 3. Pays monthly bill on time 4. Uses the internet often 5 Julissa
- 7. QUANTITATIVE CUSTOMER SEGMENTATION STUDY • Cluster Analysis Target: End Users • 2,000 Respondents • Ages 15+ • Method: Random Sampling Approach 7 Julissa
- 8. EXHIBIT 2: SURVEY QUESTIONS Q1 It is easy to upload phone photos Q2 Would take more phone photos if transfer were easier Q3 Would take more phone photos if quality were better Q4 Would replace digital camera if phone transfer were easier Q5 Would replace digital camera if phone photo quality were better Q6 I value saving phone photos so they are not lost Q7 I value sending photos by email Q8 I value having photos on my desktop Q9 I value sharing photos on Facebook, etc. Q10 When deciding on new tech, easy setups is a factor Q11 When new technologies emerge, I’m first to adopt Q12 When buying new tech, I search for best price Q13 Monthly Fee • Customer Preference/Attitudinal Data • Based on customer answers to the questions reported in Exhibit 1 • Six clusters identified 8 Julissa
- 9. EXHIBIT 4: SURVEY QUESTIONS Z1 Median Age Z2 Age > 55 Z3 Age < 25 Z4 Sex (% male) Z5 Married % Z6 Children % Z7 DataPlan % Z8 MessagePack % Z9 Family Plan % Z10 Interest in Tech Magazines/Websites Z11 Interest in Celebrity Magazines/Websites Z12 Interest in Fashion Magazines/Websites Z13 Interest in Women’s Magazines/Websites Z14 Interest in Homemaking Magazines/Websites Z15 Interest in Sports Magazines/Websites Z16 Internet Usage in Hours Z17 Pay Own Bill % • Demographic and Media Preferences/Product Space Data • Based on customer answers to the questions reported in Exhibit 3 • Same six clusters used 9 Julissa
- 11. Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 WIRELESS CARRIERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 CELL PHONE USERS RELEVANT VARIABLES TO PARTNERS 11 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 ONTELA Chris
- 12. Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 WIRELESS CARRIERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 CELL PHONE USERS RELEVANT VARIABLES TO PARTNERS 12 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 ONTELA Chris
- 13. Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 WIRELESS CARRIERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 CELL PHONE USERS RELEVANT VARIABLES TO PARTNERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 ONTELA 13 Chris
- 14. Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 CELL PHONE USERS RELEVANT VARIABLES TO PARTNERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 WIRELESS CARRIERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 ONTELA 14 Chris
- 15. RELEVANT VARIABLES TO PARTNERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 WIRELESS CARRIERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 ONTELA Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 END USERS 15 Chris
- 16. RELEVANT VARIABLES TO PARTNERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 ONTELA Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 WIRELESS CARRIERS Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q12 Q13 Z1 Z2 Z3 Z4 Z5 Z6 Z7 Z8 Z9 Z10 Z11 Z12 Z12 Z13 Z14 Z15 Z16 Z17 END USERS 16 Chris
- 17. HOW MUCH WOULD YOU PAY EACH MONTH? 17 Chris
- 18. PERCENTAGE OF RESPONDENTS VS. MONTHLY FEE 18 Chris
- 19. INTERNET USE VS. DATA PLAN 19 Chris
- 21. CONSUMER CHARACTERISTICS AT A GLANCE 21
- 22. CONSUMER CHARACTERISTICS Characteristics Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6 Median Age 42 41 22 30 39 55 Sex Male Female Female Male Female Female Marital Status Single Married Single Single Married Married Children No Yes No No Yes Yes Data Plan Yes No No Yes No No Family Plan No Yes Yes No Yes No Tech Mags Yes No No Yes No No Saving Photos Yes Yes Yes No No No Share Photos Yes Yes Yes No No No Easy Transfer Yes No Yes No Yes No Internet Usage High Low High High Low Low Price Sensitive Yes No Yes Yes No No Pay Own Bill Yes Yes No Yes Yes Yes 1st Adopt Tech Yes No Yes No No No *Cut offs based on weighted average of each characteristic Deanna22
- 23. ATTITUDINAL VARIABLES Exhibit 1 Questions Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6 Q1 Y Y N Y N N Q2 Y N Y N Y N Q4 Y N N N Y N Q6 Y Y Y N N N Q7 Y Y Y N N N Q8 Y Y Y N N N Q9 Y Y Y N N N Q11 Y N Y N N N Q12 Y N Y Y N N Q13 – Monthly Fee About Average > Average > Average < Average > Average < Average Y = Yes, N = No *Cutoffs based on weighted average of each preference Deanna23
- 24. DEMOGRAPHICS & MEDIA USE Exhibit 3 Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6 Median Age 42 41 22 30 39 55 Sex Male Female Female Male Female Female Marital Status Single Married Single Single Married Married Children No Yes No No Yes Yes Data Plan Yes No No Yes No No Family Plan No Yes Yes No Yes No Tech Mags Yes No No Yes No No Celebrity Mags No Yes Yes No No Yes Fashion Mags No Yes Yes Yes No No Women’s Mags No Yes Yes No Yes Yes Homemaking No Yes No No Yes Yes Sports Mags Yes No No Yes Yes No Internet Use High Low High High Low Low Pay Own Bill Yes Yes No Yes Yes Yes *Cut offs based on weighted averages of demographic and media use information Deanna24
- 25. DIFFERENT INFERENCES WHEN REVIEWING RESULTS INDEPENDENTLY Initially, Cluster 5 was the most attractive when looking at Attitudinal Data • Low Q1 score – indicated a need for a technology like PicDeck • High Q13 number – indicated a willingness to spend the most money for such a service However, once Product Space Data was reviewed, Cluster 5 was no longer attractive • Low Z7 score – indicated low data usage, which is a key element • Low Z16 score – indicated low internet usage 25 Deanna
- 26. ONTELA’S CHOICE BASED ON CASE A FACTS Photos Are Safe Automatic Transfers Simple To Share Easy To Use Data Plan Needed Q6 – 4.60 Q7 – 4.53 Q9 – 3.95, Q6 – 4.60 Q1 – 3.07, Q2 – 4.33, Q4 – 4.11 Z7 – (72%) PicDeck Features Cluster 1 Attitudes & Demo 26 Marco
- 27. USING CASE A ONLY – WHICH SEGMENT IS BEST? Tech Savvy Value Seekers - U.S. mobile phone service industry suggests money in data usage • Highest for having data plans (72% - Z7) PicDeck can only be used with data • Highest for internet use (3.85 – Z16) • Desire all features that PicDeck offers the most 27 Marco
- 28. POSITIONING STATEMENT – C1: TECH SAVVY VALUE SEEKERS 28 Ontela Picdeck is the service for tech savvy value seekers. At a reasonable price, PicDeck provides an easy and convenient way to transfer pictures from your cellphone to your PC - automatically. PicDeck sends your pictures to your desktop, email or any social media site of your choice; reliably and seamlessly bridging the gap between phone and PC. Marco
- 29. 29 Capture cherished moments of your family and friends on your mobile phone without worrying about manually moving pictures to your computer. Ontela PicDeck promises to provide an automatic transfer of your photos to your computer, with no extra buttons or tangled wires. Share your photos and keep them safe with PicDeck. POSITIONING STATEMENT – C2: THE BUSY MOM Marco
- 30. 30 For connected trendsetters sharing photos across multiple social media profiles, Ontela’s PicDeck is a service that does this instantly. Finally, skip the tedious step of uploading your pics to your PC and be the first of your friends to share images of your day on Myspace and Facebook. PicDeck; share your memories as they happen! POSITIONING STATEMENT – C3: TRENDY MILLENNIAL Marco
- 31. 31 For the fan with far ranging interest in quality, technology and sports; Ontela Picdeck is an easy-to-use photo sharing service that automatically sends your photos to any networked location of your choice, like your PC, email or any social media sites, without degrading the quality of your photo. Snap shots at your favorite sport games and know that they’re safe and organized. POSITIONING STATEMENT – C4: THE MULTIFACETED FAN Marco
- 32. 32 Ontela PicDeck is an easy-to-use service for convenience seekers that hate using wires and cables to transfer photos from their phone to PC, email or social networking site. The process of saving photos becomes completely effortless with Ontela’s PicDeck service, which provides an automatic transfer of photos, with no extra buttons or tangled wires. POSITIONING STATEMENT – C5: THE CONVENIENCE SEEKER Marco
- 33. 33 Ontela Picdeck is a photo transferring service that automatically sends your pictures as you take them on your phone; to your computer or email. Picdeck ensures the safety of your photos and allows you to relive your moments whenever and wherever you’d like. POSITIONING STATEMENT – C6: THE MODERN TRADITIONALIST Marco
- 34. Segmentation • Cluster 1: • Tech Savvy Value Seekers • Cluster 3: • Trendy Millennials Targeting • Cluster 1: • Large group (24%) • Value seeking • High profit potential • Cluster 3: • Small group (19%) • Emerging • High long-term/future potential Positioning • Cluster 1: • Low Cost • Easy Transfer of photos • Share and save photos to any pre-designated destination • Cluster 3: • Low Cost • Transfers photos right to your email and favorite websites • Share photos with your friends instantly and effortlessly SEGMENTATION, TARGETING AND POSITIONING Deanna34
- 35. 35 Ontela PicDeck is the service for tech savvy value seekers. At a reasonable price, PicDeck provides an easy and convenient way to transfer pictures from your cellphone to your PC - automatically. PicDeck sends your pictures to your desktop, email or any social media site of your choice; reliably and seamlessly bridging the gap between phone and PC. For connected trendsetters sharing photos across multiple social media profiles, Ontela’s PicDeck is a service that does this instantly. Finally, skip the tedious step of uploading your pics to your PC and be the first of your friends to share images of your day on Myspace and Facebook. PicDeck; share your memories as they happen! POSITIONING STATEMENTS FOR TARGET SEGMENTS Cluster 1: Tech Savvy Value Seekers Cluster 3: Trendy Millennials Marco
- 36. REVENUE ANALYSIS Variables Cluster 1: Tech Savvy Value Seekers Cluster 3: Trendy Millennials Average Drive Immediate Profits Long-Term Skills - Competition Intense Competition Strong Competitive Advantage in the Future - Cluster Size Large (24%) Small (19%) - Growth Potential High/Immediate Low/Emerging - Growth Rate Rapid Slow - Potential $ Value per % of Respondents in Cluster $1.38 $1.51 - % of Cluster on Data Plan 72% 22% 36% Internet Usage per Cluster (Scale of 1-5) 3.85 3.12 2.78 Sharing Photos to Websites (Scale of 1-5) 3.95 3.83 3.36 1st to Adopt New Emerging Technology (Scale of 1-5) 3.13 3.52 2.69 Deanna36
- 37. CONCLUSION 37 • Highest Revenue • High Growth Potential • High Influence Effect • Long-term Profit and Success • Emerging Group Cluster 1: Tech Savvy Value Seekers Cluster 3: Trendy Millennials Deanna