Ontela PicDeck (B) – Spanish Translation

Case Solution

Mohanbir Sawhney, Kent Grayson, Patrick Dupree, Christine Hsu, Ryan Metzger, Fuminari Obuchi
Kellogg School of Management ()

Ontela, a tech startup, has launched an innovative service called PicDeck that enhances the mobile imaging experience for cell phone subscribers. Ontela sells PicDeck to mobile network providers, who in turn sell the service as a private label to their subscribers. Ontela has to decide which customer segments the service should target and how a positioning strategy and marketing communication plan should be created to promote it. You should also consider the PicDeck service’s value proposition to wireless carriers (your direct customers) who must be convinced that the service will generate higher average monthly revenue per user (ARPU) and / or greater customer loyalty. Part A of the case provides qualitative information on customer personalities representing different customer segments. Students must develop a targeting and positioning strategy based on this qualitative information. Part B provides quantitative data on customer preferences that can be used to identify customer segments based on responses, as well as information on demographic and media habits that can be used to profile segments. Students are asked to review their recommendations based on the additional quantitative data.

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