02726nam a2200469 i 4500 000711196 StDuBDS 20240202172917.0 20160518115744.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473971400 (ebook) : No price (OCoLC)1017721050 StDuBDS eng StDuBDS rda pn HF5415.127 658.802 23 Sawhney, Mohanbir S., author. Ontela PicDeck (A) : customer segementation, targeting, and positioning / Mohanbir Sawhney [and seven others]. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Sawhney, M., Grayson, K., Dupress, P., Hsu, C., Metzger, R., Obuchi, F., Sundaram, A., & Wilson, K. (2009). Ontela PicDeck (A): Customer Segmentation, Targeting, and Positioning. 5-309-505(A). 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. It must also consider the value proposition of the PicDeck service for wireless carriers (its direct customers), who need to be convinced that the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty. Part A of the case provides qualitative information on customer personae that represent different customer segments. Description based on online resource; title from home page (viewed on April 29, 2016). elektronické knihy fd186907 czenas electronic books eczenas Market segmentation Case studies. Target marketing Case studies. Wireless communication systems Case studies. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/ontela-picdeck-a-customer-segmentation-targeting-and-positioning Plný text SBC EB NEPOSILAT EB