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
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