Ontella Picdeck Case Essay

Customer percentage is a conceptual and fictive face of who could be the ty moving-picture showal client. Shorter, it gives us a materialistic kind of client (with socio skipper situation, sex, age, etc ). Of fly the coop its possible to turn in several(prenominal) guest somebodya (like in the Ontela face study). A usancer persona is a representation of the goals and behavior of a hypothesized concourse of users.2-Which segment(s) should Ontela intent?We argon comfort equal choosing the sore(a) professional, I also consider the erect a viable segment. The young professional pull up s names definitely utilize the inspection and repair in their business and allow beguile the value to carry over use for personal photos thus increases their usage and addiction of the service (or vice versa). We think devoted the age group of this persona they provide be quick to adapt to the new technical schoolnology once they commit to utilise it. Once they commit to use it we re collect it forget be something that will be difficult for them to give up so they will be a fifty-fifty customer.However, we atomic number 18 concerned close the come up of potential customer in this persona. We investigate how many 27 year olds are like Steve when he mentions he was the run short of his friends to get up on the modish technology.3-Based on feature/ proceeds analysis, what positing statements are likely to be subdue for each of the customers?SarahSteveReginaHow much do customers in the segment want/need the harvest-home/service ?2/53.5/55/5 Most taking ontela feature sluttishUseful-easyFast-easyMost attractive benefit for the consumerSave precious momentDoing business quicker from e precisewhere to every placeShow pictures Value to Ontela and partners fraction sizeThis kind of people is over-the-hill rough technologies, especially in auditory sensation domain. They prefer to stay with their habits because they finally lettered how to use it. If they falsify, the old reverberate has to be broke (and often, they try to find the aforementioned(prenominal) phone or a connatural one) or it has to be rightfully easy. Ontele compact their software is easy further we evict non say the same about the support (the frame study). USA 10 megSteve is non a user of new tech but he bashs it. Today, we bed befool that a young professional of 27yo has to convey new tech because its in reality useful for their work (especially for estate agent) and because to take for a smartphone gives entertainment.USA 10% of 153 million = 15.3 million (actif)Regina is the typical girl of Z generation. The girl who has its avouch iphone, from a halfway class. She is always touch oned convey to net profit and mobile internet. She is able to better(p) know all new tech that erect serve her easier, faster, more usefull.USA 20 millionWillingness to level off upWill think about the family figure before the allWill have the ability to pay easilyPocket money NoteAs we evoke see, Sarah is not this kind of target who will go on internet to seem information (because she doesnt know really how to use it), and as she has no smartphone with appstore, its impossible to target her by this. approximately specialise cartridge clip, she will be not interested as much. And about specialized TV/radio program, she cans be targeting but it will be a keen hazardous. So it will cost a lot if we decide to touch her, even if the product currently gives a solvent to her demand. Steve has knowledge in IT and is ready to change its mobile phone. So he will access 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 elect target.elect target Steve, the Young captain subsequently the segmentation market, Ontela Pickdeck target will be Steve, the Young Professional. The Ontela Pickdecks offer and the Steves profile are linked. 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 role of application to simplify his lifestyle and his work. For Steve, the essential key themes should be professional and easy to use.Professional -You can use their phones to take pictures of houses to execute and send instantly to clients. -You can be linked all the time with clients and colleagues with cellphone. -He uses email 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 alienated or stolen, your pictures are safe.-Every picture you take on your 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 better Steve, we have chosen some promotion supports.Application computer memory 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 famous site.Internet -Ontela PicDecks Site-Ontela PicDecks Facebook (connected with people of complaisant 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 ventures of utilise qualitative personas to select target customer segments? The main risk by utilize 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 hold outt 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 supposal without quantitative evidences and no descriptives. The firm risks to target their customers only linked with their personasTheres no quantitative evidence. The most parking lot pitfall in persona knowledgeability occurs when someone asks, How can you be indisputable all our users are like the fewer you talked to? Qualitative personas are based on the idea that you can talk to a small number of users and see patterns that obtain to all of your users. In other words, the risk of being wrong is higher compared to having a large sample size to backrest you up. If your stakeholders need quantitative evidence to secure into your process, theyll disregard your personas as a originative but ultimately unreliable tool. virtually people simply need the consequence of hard data. And who can blame them? If youre going to be making diminutive business decisions based on these personas, you better be as certain as possible of their accuracyand be able to persuade others.Existing 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 moderate People find what theyre facial expression for. Subconsciously, people look for the things that backup their own assumptions, so that instead of discovering surprises, they simply bear out an existing worldview. Too often, their segmentation will look exactly like their professional assumptions instead of being affected by the research. It wont always regain this way, but its a monstrous risk when doing qualitative segmentation.