Ontela Picdeck Essay

Ontela PicDeck creative approach to have cellular customers have the ability to automatically have pictures and videos directly sent to their computer. This reduces time needed and simplifying the strenuous act of doing it manually. The U. S mobile phone service industry earned 150 billion dollars in 2007 and growing. This technology has potential of playing a role in that with critiquing the marketing strategy they have approached the market with. It is essential for a better marketing strategy for Ontela to show customers so they can better understand the benefits and how to efficiently utilize it. The qualitative research segments best defined the customer expectations. Sarah, the parent, loved the fact the pictures â€Å"just appear â€Å"on the computer automatically. Steve, the young professional, looked to not always have to lug around the digital camera. Instead have a phone that can take care of both jobs. Regina, the teen, expectation exceeded both Steve and Sarah, but still within the abilities of PicDeck. Regina wanted to manage her pictures from her phone and monitor the pictures for her social networking sites. Herzberg’s 2-factor theory can be used in this instance. Using this theory to understand and distinguishing what motivates the purchase while staying â€Å"relevant†. In other words you must keep up with the recent trends like the social networking wave. These three segments all produce various expectations but all acknowledged the expectations of a simplified and quicker method to transferring pictures. These segments age groups and lifestyles greatly vary so the solution to market them must be more specified to that target group. The improvement of creating a more knowledgeable customer base will require a critiqued advertising campaign. In the case of Regina, advertising within the social networking programs like Facebook and MySpace. This advertising will catch the attention of these teen and inform them of the product. Specifically push the simplicity, timeliness, and how the pictures are still stored even when your cellular device is lost. For the younger generation and phones being a huge commodity, phones are constantly being stolen and lost. If interpreted right, then the teen will approach their parents to have their plan changed to include PicDeck. Then the parent will be informed and furthering the utterfly effect of a strict advertising scheme to the teenage target customers. This is how Sarah would be notified. Social is a major influence in customer behavior through family, friends, and reference groups. All play as contributors to trusting a buy of a product. Continuously for people who aren’t very tech savvy like Sarah and Steve; they do though always have an email and usually check it frequentl y. So a mass email to the entire customer base informing them of the new product. Steve would be influenced more by the occupation. Besides using this program for personal use, Steve would use this for his real estate job. To be successful in a job market like Steve’s you must influence your work with newer technology so you may keep up with competitors. â€Å"With PicDeck, work assignments are accomplished more efficiently and simply†, statements like this boost the products equity and what customers like Steve would want to hear. For a product to blossom you must target the younger generation first. With constant technology improvements it’s hard for the older generation to keep up. The younger generation is constantly working with the new technologies so you inform the younger generation and it will spread to older generations. Ontela has created an inferior product and now need to raise awareness of the tech advances this product has influenced. The magazine Telephony stated PicDeck to be â€Å"helping the bridge the gap between phone and PC†. Continuous advertising is needed in magazines for the working class people to involve this program into their workplace. For instance putting an ad in the magazine SkyMall. The magazine you see on every flight you’re on. This can target a business class customer base because the individuals who travel most are individuals travelling on business. And this is the only reading material on the plane.