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
