Ontela PicDeck (A) : customer segementation, targeting, and positioning / Mohanbir Sawhney [and seven others].

Format:

Book

Author/Creator:

Sawhney, Mohanbir S., author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Market segmentation--Case studies.

Market segmentation.

Target marketing--Case studies.

Target marketing.

Wireless communication systems--Case studies.

Wireless communication systems.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

Ontela, a technology start-up company, has introduced an innovative service called PicDeck that improves the mobile imaging experience for wireless subscribers. Ontela sells PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. It must also consider the value proposition of the PicDeck service for wireless carriers (its direct customers), who need to be convinced that the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty. Part A of the case provides qualitative information on customer personae that represent different customer segments.

Notes:

Originally Published in: Sawhney, M., Grayson, K., Dupress, P., Hsu, C., Metzger, R., Obuchi, F., Sundaram, A., & Wilson, K. (2009). Ontela PicDeck (A): Customer Segmentation, Targeting, and Positioning. 5-309-505(A). Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on April 29, 2016).

ISBN:

9781473971400

OCLC:

1017721050

Access Restriction:

Restricted for use by site license.