Can you read the case and help me answer these questions Case 2-1: Ontela PicDec

Can you read the case and help me answer these questions
Case 2-1: Ontela PicDeck (B)
(Questions provided in the case)
1. Based only on the cluster data (Exhibit 1), which preference related variables are most and least useful for segmentation identification and evaluation?
2. Before looking Exhibit 3 and 4, create descriptive profiles for each customer segment.
Name the segments. Challenges and reinforcements of your previous assumptions.
3. Using information in Exhibit 4, create the revised profiles for each segment. Are they different from those only used preference data.
4. After answering Q3, suggest the segment(s) you would target? Why?
5. Suggest the positioning statement for PicDeck for target consumers. Also, suggest the positioning statement for wireless carriers.
6. Suggest key ideas for your media plan. Relate to the information provided in the case.
Three Persona identified from a previous qualitative study (for your reference)
Sarah, the Parent: Hopes pictures “just appear” on PC
Age 42, married, mother of 15, 10, & 8 year olds. Part-time worker.
Not a computer whiz but use email, Google, and send images on occasion.
Have a digital camera (2 year’s old): Hates taking them off and putting them on PC.
Think about upgrading the 3 year old wireless phone.
Steve, the Young Professionals: Likes to “be simple!”
Age 27. Real estate agent. On the road showing houses. Has little time to himself.
Not a hardcore Internet user. Laggard.
Has an old cellphone. He might want to get caught up on tech.
Not a tech seeker but likes to make things simple.
Regina, the Teen: Manage her sites so that she “won’t look silly.”
Age 16. A teen from a middle class. A good popular student. Internet age.
Likes speed & convenience. Love to manage her pictures from her phone.
Some issues you may think about to answer the case questions:
(1) What’s the product PicDeck? [What’s the competitive advantage?]
(2) Why did Ontela do this segmentation study? [Purpose(s) of the study]
(3) Who are valuable consumers? [for Ontela and for telecommunications firms.]
(4) You may compare your segmentation analysis with the three “Persona” identified from the qualitative study.
[Are we missing some important consumers in our segmentation analysis?]
(5) When you develop a questionnaire for you term projects, the questionnaire used in this case can be an excellent reference.
[You can find the information collected by questions in Exhibit 1 and 3.]