Segmentation and Positioning Analysis

Paper Summary:

This paper presents a segmentation strategy for www.OneBlueWorld.com, choosing as a target market the applications aggregator market within the ASP industry. In particular, the paper talks about OBW's marketing of services and products to the consumer ASP market. The paper begins by describing the background and development of the ASP Industry in general and OBW specifically. It then discusses the target demographic and psychographic markets that OBW should focus on in its entrepreneurial endeavors. The paper concludes by mapping out textually the direction that OBW should take in order to position itself optimally in the ASP industry.

From the Paper:

"As an "aggregator", OBW acquires and aggregates software licenses from leading software developers to provide a comprehensive array of Web-based, self-provisioning applications and related services for its members. OBW then incorporates the latest software versions right onto its site. Thus, consumers no longer have to worry about complicated and costly upgrades. OBW also uses state-of-the-art security systems and hosts' consumer data on centrally secured servers. This alleviates consumers from having to worry about receiving or sending computer viruses."

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