3 ways to fail as mobile product manager (tpma toronto - nov 26)
DESCRIPTION
An overview of the most common mistakes made by product managers managing mobile products. The talk addresses some of the more controversial areas of mobile app development, launch and marketing. The information presented is based on Eli Aleyner's experience of launching some of the worlds most popular mobile applications with Pivotal Labs and Eli Alston's experience launching a mobile HTML5 product company - UberMeetings. The talk also contains insight from some of the top Mobile Product Management experts.TRANSCRIPT
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3 GUARANTEED WAYS TO FAIL AS A
MOBILE PRODUCT MANAGER
ELI ALEYNER - @EALEYNERELI ALSTON - @ELI_ALSTON
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ABOUT US
PRODUCT & STRATEGY @ PIVOTAL LABS
PRIOR LIFE: AMAZON.COM, MICROSOFT
EXTRA-CURRICULAR: FOUNDERDATING & ACCELERATETO
FOUNDER @ UBERMEETINGS
PRIOR LIFE: PM INDATA COLLECTION, I.T., MINING TECH
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• Allow conference & meeting attendees to vote, answer polls, and ask questions
• Picked HTML5 over native• Will use through-out presentation
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OVERVIEW
1. Failing to understand the mobile consumer
2. Failing to execute in mobile 3. Failing to dream
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DESKTOP IS DYING
Computing Operating Systems
1983 1998-2005 2012
Wintel 25% 96% 35%
iOS + Android - - 60%
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DESKTOP IS DYING
Computing Operating Systems
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DESKTOP IS DYING
Computing Operating Systems
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DESKTOP IS DYING
Facebook Ad Revenue
Q1:12 Q2:12 Q3:12 Q4:12 Q1:13Ad Rev. ($M) $872 $992 $1086 $1,329 $1,245
% from Mobile - - 14% 23% 30%
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FAILING TO UNDERSTAND THE MOBILE CONSUMER
Photo: http://www.flickr.com/photos/mixtribe/7719381864
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MOBILE IS DIFFERENTSensors:• TouchID - Fingerprint recognition• M7 - Motion co-processor• Proximity sensor• Ambient light sensor• Magnetometer• 3D Accelerometer• 3D Gyroscopic sensor• GPS• 2 Cameras• Audio (microphone)
Other• Bluetooth• Bluetooth low-energy (iBeacon)• WIFI• …
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MOBILE IS DIFFERENT
9 - 5 VS
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MOBILE IS DIFFERENT
You user has other things to doAverage app-usage 1 minute!Get me what I need – Quick!
Photo: http://www.flickr.com/photos/jup3nep/7005951289/sizes/l/in/photostream/
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IMPORTANCE OF APP REVIEWS
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IMPORTANCE OF APP REVIEWS
★ = 30% more
downloads*
Photo: http://rewalls.com/pic/201107/640x960/reWalls.com-39505.jpg
User = Voice
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IMPORTANCE OF FREE
Eli Alston
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IMPORTANCE OF FREE
• 50% of app revenues shared between just 25 developers
• 67% of developers earn < US$500 /app/month
• So, how do you make money?
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IMPORTANCE OF FREE
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IMPORTANCE OF FREE
Gartner advises: To make money from apps, publishers
must win and maintain customer loyalty/satisfaction through superior app performance and design, then hope to make revenue through in-app
purchasing.
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BUT…
Gartner predicts: Global revenue from app stores is expected to rise 62% this year to
$25 billion
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FAILING TO EXECUTE IN MOBILE
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THE BAR IS HIGH: YOUR BIGGEST MOBILE CHALLENGE…
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THE BAR IS HIGH: SPECIAL MENTION – HTML5 VS NATIVE VS HYBRID
• Native produces best user experience
• HTML5: Getting close
• Hybrid: a wide range of hybrid apps
• Native & Hybrid have the benefit of app-store distribution
• Mobile browsers: >50% of your web traffic even with an app in-store
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THE BAR IS HIGH: OR IS IT?
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ITERATE: BE SMALL AND FAST• What’s inside your
customer’s head?
• Much bigger than just Agile
• Start with a hypothesis
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ITERATE: BE SMALL AND FAST
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APP STORE OPTIMIZATION: THE SCIENCE AND THE ART
• Title, Description• Downloads• Ratings & reviews• Icon & screenshots• Backlinks & social
signals• Browsing & search
Photo: http://www.flickr.com/photos/irschick/4783416645
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APP STORE OPTIMIZATION:IMPORTANCE OF LAUNCH
• Momentum is key for launch
• Multi-channel launch to drive momentum
• Critical bugs = disaster
Photo: http://www.flickr.com/photos/forthebirds/4976984044
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FAILING TO DREAM
http://www.flickr.com/photos/expressmonorail/3928848343/
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THE PHYSICAL WORLD
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THE PHYSICAL WORLD
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THE COLLABORATIVE ECONOMY
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WEARABLES, FLYABLES, DRIVABLES...
Eli Alston
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THANK YOU!QUESTIONS?
ELI ALEYNER, ELI ALSTON@EALEYNER, @ELI_ALSTON
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Photo: http://www.flickr.com/photos/7603557@N08/3709566919/sizes/o/in/photostream/
APPENDIX
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Photo: http://www.flickr.com/photos/streetart-berlin/4916925443/sizes/l/in/photostream/
RESOURCES
Android Fragmentation• http://developer.android.com/about/dashboards/index.html
iOS Fragmentation• http://www.forbes.com/sites/tonybradley/2013/06/21/apple-ios-is-more-fragmented-th
an-it-seems/
AppStore Optimization• http://blog.sensortower.com/blog/2013/01/14/visualizing-the-ios-app-store/• http://apptentive.com/• https://www1.in.tum.de/lehrstuhl_1/images/people/pagano/RE2013PaganoMaalej.pdf
Mobile Insights• http://flurry.com• http://distimo.com• https://heatmaps.io/
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RESOURCES
• KPCB Partners (www.kpcb.com)• Flurry Analytics (www.flurry.com/)• Vision Mobile (www.visionmobile.com/)• Eric Ries - The Lean Startup
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IPHONE VS IPAD USAGE
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APP RETENTION IS ABYSMAL
Day 0 After 1 month
After 6 month
After 12 month
0%10%20%30%40%50%60%70%80%90%
100%
% of Apps still installed