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

Av: Materialtyp: TextSerie: Utgivningsuppgift: [London] : SAGE, 2016Beskrivning: 1 online resource : illustrations (black and white, and colour)Innehållstyp:
  • text
  • still image
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473971417 (ebook) :
Ämnen: DDK-klassifikation:
  • 658.802 23
Onlineresurser: 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. This case outlines the factors which will influence Ontela's strategy.
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Originally Published in: Sawhney, M., Grayson, K., Dupress, P., Hsu, C., Metzger, R., Obuchi, F., Sundaram, A., & Wilson, K. (2009). Ontela PicDeck (B): Customer Segmentation, Targeting, and Positioning (case revised 20/03/2015). 5-309-505(B). Evanston, IL: Kellogg School of Management, Northwestern University.

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. This case outlines the factors which will influence Ontela's strategy.

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

Licensed e-book