Ontela PicDeck Memo

Ontela PicDeck Memo

Prepared to Robert McCullough, MBA

Prepared by Diego Benítez Concha

June 17th, 2019

Originally delivered on May 1st, 2008

Ontela PicDeck Memo

Introduction

The following document presents information about

The company Ontela and its technology service PicDeck

Series of recommendation regarding their positioning strategy
Data Analysis
Final Conclusions

This work was based on qualitative and quantitative studies provided by Ontela, plus
market research.

Recommendations
Among all segments (see Exhibit 1), there are four that are highly interested in
the actual PicDeck. Ontela should focus on these segments: Single Adults,
Young Students, Family Married Adults, and Married Adults.

Ontela should develop and launch a new cheaper version focused on potential
customers of the segments Single Young Adults and Married Mature Adults
(see Exhibit 2). According to the analysis, they are interested in the service, but
they are not willing to pay that much as the other segments.

Ontela should launch an advertising campaign to emphasize the use of PicDeck

to share pictures between phones through MMS messaging or Bluetooth. This
campaign should be launch in a Sports Illustrated People and Cosmopolitan media
(magazines and Websites).

PicDeck has been picked up by three companies, two regional wireless carriers
(Cellular South and Cincinnati West) and by a national carrier (Alltel). Ontela
should target to AT&T.
Ontela PicDeck Memo

Analysis

Based on the quantitative study, we can notice that these segments: Single
Adults, Young Students, Family Married Adults, and Married Adults are both
highly interested in the features of PicDeck and are willing to pay a similarly high
amount. We analyze this data using a Decision Matrix (see Exhibit 3). In the case
of the segment Married Adults, they not that interested in the features as the other
three remarkably engaged, however, the price they are willing to pay is the highest
of all segments. This is interesting because they provided this answer after hearing
and explanation about PicDeck.

The segments Single Young Adults and Married Mature Adults are both willing
to pay a smaller amount, but they both valued the features (see Exhibit 4). If the
price is the problem, Ontela could develop a version of the app with just
emphasizing the most valued features for this segment, like quality in the pictures.
The interest of these segments is considerable, especially for the Single Young
Adults.

"Texting" is a growing trend, and it is becoming a new efficient way of

communication (Exhibit 5). If Ontela can deliver that message to the potential
customer, they can start to ask for it, so the wireless carriers can be interested in
picking up PicDeck. The segments that are highly interested in texting are also
interested in Sports, Celebrities and Fashion issues (see Exhibit 1 and 2).

Wireless Data Traffic is growing exponentially (see Exhibit 6). Apple's new iPhone
is selling exclusively with AT&T. This new device has improved the quality of the
camera, and they are about to launch a new version in the summer.
Ontela PicDeck Memo

Conclusion
Considering the information provided, Ontela has the potential to grow in the national
market.

If they target to the existing PicDeck version, they can grow the positioning in
Single Adults, Young Students, Family Married Adults, and Married Adults.If
they develop a new cheap version they can be very appealing for: Single Young
Adults and Married Mature Adults. PicDeck has at least one feature that
interested all the segments of the research.

With the rise of smartphones, and particularly of the iPhones (see Exhibit 7),
wireless technology can become an age-less tool for everyone.

An ad campaign can reinforce the service while people are “texting” more

A partnership with AT&T will be key since they are selling exclusively the iPhone,
which is improving the quality in the camera.
Ontela PicDeck Memo
Attachments
Exhibit 1:
Segment 1 (Single Adults)
Mostly in their middle ages
Mostly singles without children
With Data Plan
Don't text that often
Most don't have family plan
Highly interested in Tech issues
Spend several hours in the internet each day
Mostly pay their own bill
Segment 3 (Young Students)
Mostly in their early 20s
Mostly single without children
Without Data Plan
Text often
Most have family plan
Highly interested in Celebrities and Fashion
issues
Spend considerable hours in the internet
each day
Most don´t pay their own bill
Exhibit 2:
Segment 4 (Single Young Adults)
Mostly people in their 30s
Mostly single without children
Often Data Plan
Text often
Don't have family plan
Highly interested in sports
Spend considerable hours in the internet each day
Mostly pay their own bill
Segment 2 (Familiar Married Adults)
Mostly in their middle ages
Mostly married without children
Without Data Plan
Don't text that often
Most have family plan
Somewhat interested in Celebrities issues
Spend few hours in the internet each day
Mostly pay their own bill
Segment 5 (Married Adults)
Mostly in their middle ages
Mostly married without children
Without Data Plan
Don't text that often
Most don't have family plan
Somewhat interested in Celebrity and Tech
issues
Spend few ours in the internet each day
Mostly pay their own bill
Segment 6 (Married Mature Adults)
Mostly mature adults
Mostly married without children
Without Data Plan
Don't text that often
Most don't have family plan
Somewhat interested in celebrity issues
Spend few ours in the internet each day
Mostly pay their own bill
Ontela PicDeck Memo

Exhibit 3:
Ontela PicDeck Memo

Exhibit 4:

Exhibit 5:
Ontela PicDeck Memo

Full article:
https://www.ft.com/content/618c4f5c-37ac-11db-bc01-0000779e2340

Exhibit 6:
Ontela PicDeck Memo

Exhibit 7:

Full article:

https://www.wired.com/2008/01/ff-iphone/