3 ways to fail as mobile product manager (tpma toronto - nov 26)

3 GUARANTEED WAYS TO FAIL AS A

MOBILE PRODUCT MANAGER

ELI ALEYNER - @EALEYNERELI ALSTON - @ELI_ALSTON

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

• Allow conference & meeting attendees to vote, answer polls, and ask questions

• Picked HTML5 over native• Will use through-out presentation

OVERVIEW

1. Failing to understand the mobile consumer

2. Failing to execute in mobile 3. Failing to dream

DESKTOP IS DYING

Computing Operating Systems

1983 1998-2005 2012

Wintel 25% 96% 35%

iOS + Android - - 60%

DESKTOP IS DYING

Computing Operating Systems

DESKTOP IS DYING

Computing Operating Systems

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%

FAILING TO UNDERSTAND THE MOBILE CONSUMER

Photo: http://www.flickr.com/photos/mixtribe/7719381864

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• …

MOBILE IS DIFFERENT

9 - 5 VS

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/

IMPORTANCE OF APP REVIEWS

IMPORTANCE OF APP REVIEWS

★ = 30% more

downloads*

Photo: http://rewalls.com/pic/201107/640x960/reWalls.com-39505.jpg

User = Voice

IMPORTANCE OF FREE

Eli Alston

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?

IMPORTANCE OF FREE

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.

BUT…

Gartner predicts: Global revenue from app stores is expected to rise 62% this year to

$25 billion

FAILING TO EXECUTE IN MOBILE

THE BAR IS HIGH: YOUR BIGGEST MOBILE CHALLENGE…

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

THE BAR IS HIGH: OR IS IT?

ITERATE: BE SMALL AND FAST• What’s inside your

customer’s head?

• Much bigger than just Agile

• Start with a hypothesis

ITERATE: BE SMALL AND FAST

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

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

FAILING TO DREAM

http://www.flickr.com/photos/expressmonorail/3928848343/

THE PHYSICAL WORLD

THE PHYSICAL WORLD

THE COLLABORATIVE ECONOMY

WEARABLES, FLYABLES, DRIVABLES...

Eli Alston

THANK YOU!QUESTIONS?

ELI ALEYNER, ELI ALSTON@EALEYNER, @ELI_ALSTON

Photo: http://www.flickr.com/photos/7603557@N08/3709566919/sizes/o/in/photostream/

APPENDIX

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/

RESOURCES

• KPCB Partners (www.kpcb.com)• Flurry Analytics (www.flurry.com/)• Vision Mobile (www.visionmobile.com/)• Eric Ries - The Lean Startup

IPHONE VS IPAD USAGE

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