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Untitled Prezi

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Bouchra Bnk

on 16 April 2013

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ONTELA 1)What are customer personas ? 2)Which segment should Ontela target ? 3)Based on the feature/benefit analysis, what positionning statement are likely to be appropriate for each of the customer ? The chosen target is Regina. Our key themes are : -Ease of social network’s accounts updating-Share every moments with your friends-Ease and quickness of transferring pictures directly from the phone to the computer (managing pictures, social networks, emails, …) A customer persona is the representation of behaviours (and goals) of a group of characters representing a type of potential buyers in a demographic, attitude and behaviour set. In this case they are end users; to compare they are characters buying a long time after the early adopters. We pointed out 3 customer personas: parent, young professional and the teen. For Sarah, who needs to empty her cameras memory, PicDeck is the perfect product for her that will help her to do it easily without asking anyone. Unlike her current camera phone which is too complicated for her because it’s taking her too long, PicDeck is quicker and easier to use. For Steve, who needs to send his professional’s pictures to his clients directly, PicDeck is the ideal product that will get him to not lose a step in the market. Unlike his current digital camera which is too cumbersome to carry, PicDeck will provide him an easier way to send those pictures directly from his cellphone to his clients.For Regina, who needs every feature of this product because she wants to do it all on her cellphone, PicDeck is the exact product she needs that will help her to be able to share everything from her cellphone to everyone. Unlike her current phone and PC which take too much of her time when she wants to load her picture on it, PicDeck will do this directly without any effort from her. 4)Identify the key themes Case study 5)What are the risks of using qualitative personas to select customer segments ? The risks of using qualitative personas are that : -they may not represent precisely the whole target. For example all the teenagers are not like Regina (popular and social network addicted).- Her personality is not necessarily the same as the general target (teenagers with cellphones). Teenagers don’t all have the same desires. -The target might be too narrowed.
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