Ontella Picdeck Case Essay

Customer persona is a conceptual and fictive character of who could be the typical customer. Shorter, it gives us a pictorial charitable of customer (with socio professional situation, sex, age, etc ). Of course its practicable to have some(prenominal) customer persona (like in the Ontela case study). A intentionr persona is a representation of the goals and behavior of a hypothesized group of economic consumptionrs.2-Which piece(s) should Ontela send?We argon comfortable choosing the young professional, I also consider the p bent a viable segment. The young professional pull up s wreaksing definitely utilize the assistant in their fear and willing see the value to carry over use for personal photos thus increases their usage and dependency of the ser delinquency (or vice versa). We think given the age group of this persona they will be quick to adapt to the virgin technology once they commit to utilize it. Once they commit to using it we believe it will be somethi ng that will be difficult for them to give up so they will be a regular customer.However, we be concerned close to the number of latent customer in this persona. We wonder how m any(prenominal) 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/benefit analysis, what positing statements are potential to be appropriate for each of the customers?SarahSteveReginaHow much do customers in the segment want/need the product/service ?2/53.5/55/5 Most attr brisk ontela feature hands-downUseful-easyFast-easyMost attractive benefit for the consumerSave precious momentDoing business faster from everywhere to every placeShow pictures Value to Ontela and partnersSegment sizeThis kind of people is outdated about technologies, especi in ally in sound domain. They elect to stay with their habits because they finally learned how to use it. If they change, the old telephone set has to be broke (and lots, they try to ferret out the same phone or a similar one) or it has to be existingly easy. Ontele promise their software is easy but we bear not say the same about the plunk for (the frame educate). USA 10 millionSteve is not a user of new tech but he beds it. Today, we stooge assume that a young professional of 27yo has to have new tech because its really useful for their work (especially for estate agent) and because to have 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 own iphone, from a optic class. She is always connected thanks to net income and mobile internet. She is able to give away know all new tech that can serve her easier, faster, more(prenominal) usefull.USA 20 millionWillingness to payWill think about the family budget forwards the allWill have the ability to pay easilyPocket money NoteAs we can see, Sarah is not this kind of betoken who will go on internet to search inf ormation (because she doesnt know really how to use it), and as she has no smartphone with appstore, its impossible to target her by this. About alter magazine, she will be not interested as much. And about alter 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 product currently gives a response to her demand. Steve has fellowship 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 appoint pictures. So he will be easy to touch.4-Identify the make 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 Pickdecks offer and the Steves profile are tie in. For us, Steve is the stovepipe target.Steve is 27 yea rs 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 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 save 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 moreover 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 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 a nd pic sender delivers them automatically.-Easy delivery to your email, your PC, and your Photobucket, Yahoo Flickr, Snapfish or Google Blogger accounts.To approach transgress Steve, we have chosen some promotion supports.Application 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 famous site.profit -Ontela PicDecks Site-Ontela PicDecks Facebook (connected with people 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 soft 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 former(a) problem is that qualitative personas dont show the beat 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 quantitative evidences and no descriptives. The firm risks to target their customers only linked with their personasTheres no quantitative evidence. The some common pitfall in persona creation occurs when someone asks, How can you be sure all our users are like the few you talked to? qualitative personas are ground on the idea that you can talk to a small number of users and see patterns that apply to all of your users. In other words, the risk of being wrong is higher compared to having a large sample distribution size to back you up. If your stakeholders need quantitative evidence to buy into your process, theyll inattention your personas as a creati ve but ultimately unreliable tool. nearly people simply need the proof of hard data. And who can turn on them? If youre going to be making critical 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 result People find what theyre looking for. Subconsciously, people look for the things that backup their own assumptions, so that instead of discovering surprises, they simply validate an existing worldview. Too often, their segmentation will look exactly like their original assumptions instead of being touch on by the research. It wont always happen this way, but its a serious risk when doing qualitative segmentation.