product management for android apps
DESCRIPTION
Product Management model to go about identifying android applications that are worthy of pursuing, analyzes and draws conclusion from leading android apps like Google Goggles, Netflix, Mint.com, Bookmyshow etc, helps plan a roadmap, designing the user experience, building viral loops and Viral DNA’s and finally do a zero budget launch.TRANSCRIPT
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Product Management for Android Apps
- Mr. Raman Suprajarama
23 July 2011, The Blr Android Group
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The PM Model - Outline
1. Before building apps – Appmeter Test
2. Building apps - App Desgin
3. After building apps - Launch
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Details, The PM ModelAppmeter Test
1. Offering Awareness2. Existing User Experience3. Problem and Gap
Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models
App Design
1. Roadmap and Milestones2. Designing User experience
• Use of Walk-Thrus• Doing Away with
Function Specs3. User Enshrinement and Lock
in4. Monetize5. Enrichment6. Mediums
• Web apps• Mobile apps –
Android, iPhone, Bada, WinMo, Symbian etc
• Widgets• Platforms• API’s
Launch
1. In Product Marketing• Viral loops• Anchors• Rewarding
2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition
OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
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Offering Awareness
Netflix - Instantly watch TV shows & movies streaming on your android device.1,000,000 - 5,000,000
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Offering Awareness
Qik - Capture special or spontaneous moments on video using your mobile phone. 1,000,000 - 5,000,000
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Offering Awareness
Bookmyshow – Book Tickets in Advance, Avoid Queue’s and reserve your seats.10,000 - 50,000
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Offering Awareness
What VALUE will our app offer to our users?
Define:Value• The usefulness of something considered
in respect of a particular purpose
Some more examples1. Angry Birds – Interactive and Intuitive Fun on Mobile2. Weather Channel – Real-time weather conditions, local forecasts and severe weather alerts on the
move3. Astro File Manager – Organize, Delete, Move files on your Android device4. Barcode Reader - Scan barcodes on products then look up prices and reviews on your mobile
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Offering Awareness
What is not VALUE?
• Real-time details• Cool graphics• Cloud Computing• “Hi-Fi” Algorithms• Etc.,
Value decides the PRODUCT-MARKET Fit.
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Details, The PM ModelAppmeter Test
1. Offering Awareness2. Existing User Experience3. Problem and Gap
Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models
App Design
1. Roadmap and Milestones2. Designing User experience
• Use of Walk-Thrus• Doing Away with
Function Specs3. User Enshrinement and Lock
in4. Monetize5. Enrichment6. Mediums
• Web apps• Mobile apps –
Android, iPhone, Bada, WinMo, Symbian etc
• Widgets• Platforms• API’s
Launch
1. In Product Marketing• Viral loops• Anchors• Rewarding
2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition
OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
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Morphological Analysis
A procedure used for Shortlisting Features
My App
My App can also do this.
My App also has this feature.
My App also has this feature.
My App also has this feature.
My App also has this feature.
My App has this feature.
My App also has this feature.
My App also has this feature.
My App also has this feature.
So, What should the App really do?
My App
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Morphological Analysis
Add what is required.
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Morphological Analysis - Example
Writing Instrument
Accessory Professionals Business
Pencil Clip on Long Lasting Looks Elegant
Fountain Pen CarryAbility to write on multiple Surfaces
Scratch Proof
Ball Point Slide Single Surface Talks High Profile
Roller Insert Erasable Organizer
“Page 3” PermanentBusiness Card
Reader
Style Statement Smudge-Proof Time
Pin Easy to hold
Offering - Must have writing accessory for the business professional.
RequirementsFe
atu
res
Time to Decide – 1 Hour
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Details, The PM ModelAppmeter Test
1. Offering Awareness2. Existing User Experience3. Problem and Gap
Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models
App Design
1. Roadmap and Milestones2. Designing User experience
• Use of Walk-Thrus• Doing Away with
Function Specs3. User Enshrinement and Lock
in4. Monetize5. Enrichment6. Mediums
• Web apps• Mobile apps –
Android, iPhone, Bada, WinMo, Symbian etc
• Widgets• Platforms• API’s
Launch
1. In Product Marketing• Viral loops• Anchors• Rewarding
2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition
OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
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Designing User Experience
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Designing User ExperienceApp must be
1. Useful (Value) and To the point2. Intuitive (No learning curve)3. Ovoid Existing Obstacles and
Ease Bottlenecks4. Easily Accessible5. Credible and Trust worthy6. Predictable7. Self Learning
(Recommendations)
i.e. minimum of bullshit and a maximum of "get the job done."
Don Norman says, “The essence of experience design is people’s memory. Every interaction contains good and bad, but it’s the final impression that matters”
Hans Hoffmann says “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”
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Designing User Experience
Some more examples
Google Sky Google Goggles
Two BIG Questions to ask ourselves.
1. Will females like it?2. What bottle necks
that existing or competitor apps have are eased?
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Details, The PM ModelAppmeter Test
1. Offering Awareness2. Existing User Experience3. Problem and Gap
Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models
App Design
1. Roadmap and Milestones2. Designing User experience
• Use of Walk-Thrus• Doing Away with
Function Specs3. User Enshrinement and Lock
in4. Monetize5. Enrichment6. Mediums
• Web apps• Mobile apps –
Android, iPhone, Bada, WinMo, Symbian etc
• Widgets• Platforms• API’s
Launch
1. In Product Marketing• Viral loops• Anchors• Rewarding
2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition
OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
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Android App
--- You are the Guru ---
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Details, The PM ModelAppmeter Test
1. Offering Awareness2. Existing User Experience3. Problem and Gap
Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models
App Design
1. Roadmap and Milestones2. Designing User experience
• Use of Walk-Thrus• Doing Away with
Function Specs3. User Enshrinement and Lock
in4. Monetize5. Enrichment6. Mediums
• Web apps• Mobile apps –
Android, iPhone, Bada, WinMo, Symbian etc
• Widgets• Platforms• API’s
Launch
1. In Product Marketing• Viral loops• Anchors• Rewarding
2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition
OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
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Viral Loops
Foursquare Gowalla
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Viral LoopsVirility is built in the DNA of the product.
Not Limited to Social Networks like FB, Twitter,etc
Friends and Network are built into the Experience and Value.
myBantu
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Viral Loops
Viral Media Platform
Embedding in App’s Core
Funnel Optimization
Designing a Viral Loop
Conversion
Plan B or “Ask” Model
Scaling
1. Compelling value for sharing
2. Overcomes privacy concern
3. Simple integration with existing contacts: local address book, Facebook, Linkedin, etc.
4. Low transaction friction to share
5. Low transaction friction to sign up
1. Email2. Social
Networks like Facebook, Twitter, LinkedIn, etc.
3. Blogs and RSS Feeds
4. Mobile
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Details, The PM ModelAppmeter Test
1. Offering Awareness2. Existing User Experience3. Problem and Gap
Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models
App Design
1. Roadmap and Milestones2. Designing User experience
• Use of Walk-Thrus• Doing Away with
Function Specs3. User Enshrinement and Lock
in4. Monetize5. Enrichment6. Mediums
• Web apps• Mobile apps –
Android, iPhone, Bada, WinMo, Symbian etc
• Widgets• Platforms• API’s
Launch
1. In Product Marketing• Viral loops• Anchors• Rewarding
2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition
OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
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Zero* Budget Marketing
Elements to consider
• Website SEO• Google Adwords• Facebook Advertisments• Blogging• Facebook Page• Tweets• News letters• White papers• Article Submissions• Directory Listing• Social Bookmarking• ….
Elements to consider
• Value to the user• Viral Loops• Company Blog• Website with Page
Markups
* Minimal Budget and Not Zero Budget
Examples
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Thank you.
Raman SuprajaramaEmail: raman.suprajarama @ gmail.com
Cell: +91-99860-77100