Ontella Picdeck Case Essay

Customer mortala is a conceptual and fictive character of who could be the typical client. Shorter, it demos us a objectiveistic miscellany of customer (with socioprofessional situation, sex, age, etc ). Of strain its practicable to impart several customer persona (like in the Ontela case study). A ingestionr persona is a representation of the goals and behavior of a hypothesized radical of social functionrs.2-Which segment(s) should Ontela chump?We be comfortable choosing the materialisation professional, I also consider the p atomic number 18nt a viable segment. The unsalted professional leave alone resolvedly utilize the suffice in their business and leave alone see the value to carry over use for personal photos thus increases their usage and dependency of the service (or vice versa). We think given the age group of this persona they ordain be quick to adjust to the unexampled(a) technology once they commit to using it. Once they commit to using it we believe it get out be something that will be difficult for them to give up so they will be a regular customer.However, we are concerned close the number of potential customer in this persona. We wonder how legion(predicate) 27 year olds are like Steve when he mentions he was the last of his friends to get up on the latest technology.3-Based on feature/ eudaimonia analysis, what positing statements are likely to be appropriate for distri scarceively of the customers?SarahSteveReginaHow a great deal do customers in the segment insufficiency/need the crossway/service ?2/53.5/55/5 Most magnetic ontela feature abstemiousUseful-easyFast-easyMost attractive benefit for the consumerSave precious momentDoing business faster from everywhere to every placeShow pictures Value to Ontela and partnersSegment sizeThis affable of plenty is outdated about technologies, especi totally in ally in earphone domain. They prefer to stay with their habits because they finally wise to(p) how t o use it. If they transmit, the old phone has to be broke (and often, they try to find the same phone or a similar one) or it has to be in truth easy. Ontele promise their software is easy but we crumb not say the same about the keep back (the framework). the States 10 millionSteve is not a user of new tech but he spots it. Today, we nominate assume that a young professional of 27yo has to have new tech because its unfeignedly useable for their work (especially for estate agent) and because to have a smartphone gives entertainment. ground forces 10% of 153 million = 15.3 million (actif)Regina is the typical fille of Z generation. The girl who has its own iphone, from a nitty-gritty class. She is always connected thanks to meshing and expeditious internet. She is able to mend know all new tech that evict serve her easier, faster, more usefull.USA 20 millionWillingness to payWill think about the family compute before the allWill have the ability to pay easilyPocket specie NoteAs we kindle see, Sarah is not this kind of seat who will go on internet to search information (because she doesnt know really how to use it), and as she has no smartphone with appstore, its undoable to target her by this. About specialized time, she will be not interested as much. And about specialized TV/radio program, she cans be targeting but it will be a pure hazardous. So it will cost a lot if we decide to touch her, even if the return currently gives a response to her demand. Steve has knowledge in IT and is ready to change its mobile phone. So he will glide slope to appstore, search information on internet, his colluagues already use their cellphones to send pictures. So he will be easy to touch.4-Identify the key themes that should be emphasized in the messaging for the PicDeck service to your chosen target.Chosen target Steve, the Young ProfessionalAfter the segmentation market, Ontela Pickdeck target will be Steve, the Young Professional. The Ontela Pic kdecks aver and the Steves profile are relate. For us, Steve is the best target.Steve is 27 years old, he is cool and a young active adult desiring to connect with friends. Steve is a hardworker who knows the new technology and who uses very often the new technologic communication for his work.It is a easy target to approach because he needs this type of application to simplify his life style and his work. For Steve, the essential key themes should be professional and easy to use.Professional -You can use their phones to detract pictures of houses to save and send instantly to clients. -You can be linked all the time with clients and colleagues with cellphone. -He uses telecommunicate at work, but prefers the phone. Now with our product, he will can use only the phone for his work and to be attentive to his clients everytime even on the road.Easy to use -If your phone is lost or stolen, your pictures are safe.-Every picture you take on your television camera phone is emailed to you, automatically.-Sets up on your phone in about one minute.-There is nothing to learn or remember just take photos and pic sender delivers them automatically.-Easy delivery to your email, your PC, and your Photobucket, Yahoo Flickr, Snapfish or Google Blogger accounts.To approach separate Steve, we have chosen some promotion supports. coating Store It is needed for us, to have an application on the Apple Store and Android to download the product and to promote more efficienly thanks to a renowned site.Internet -Ontela PicDecks Site-Ontela PicDecks Facebook (connected with great deal of social networks)-Technologic sites about new technologies-BlogsSpecialized magazine -Magazine Immobilier-La vie immobilire-Immoxia-Phone press, application magazineWOM With all his colleagues and the real estate world. This type of product can change the real estate agent work.5-What are the risks of using qualitative personas to select target customer segments? The main risk by using it is that customer personas are just a representation of a typically customer and only linked with the product or the company. It doesnt care about the geography, sociocultural differences, etc The other problem is that qualitative personas dont show the quantity of customer and so the real potential of a group of customer. We cannot know how much Regina are in the segment targeted. Shorter, the problem of using qualitative is that its just an assumption without vicenary tests and no descriptives. The firm risks to target their customers only linked with their personasTheres no quantitative evidence. The or so common pitfall in persona concept occurs when someone asks, How can you be sure all our users are like the few you sloped to? Qualitative personas are based on the idea that you can talk to a small number of users and see patterns that take to all of your users. In other words, the risk of macrocosm wrong is higher compared to having a large try size to back you up. If yo ur stakeholders need quantitative evidence to buy into your process, theyll disregard your personas as a originative but ultimately unreliable tool. Some people apparently need the proof of hard data. And who can blame them? If youre going to be devising critical business decisions based on these personas, you better be as certain as possible of their accuracyand be able to persuade others. brisk assumptions dont tend to be questioned. You know your business, and you have assumptions about who the users are and what they need. When any person interviews users, he or she inevitably brings those assumptions to the research. The result volume find what theyre enumerateing for. Subconsciously, people look for the things that backup their own assumptions, so that alternatively of discovering surprises, they simply validate an existing worldview. Too often, their segmentation will look exactly like their original assumptions instead of being affected by the research. It wont always h appen this way, but its a serious risk when doing qualitative segmentation.