The purpose of this presentation is to provide best practices to mobile service development. The statements are based on industry expert interviews which are then modified in four workshops. The interviews were conducted between November 2013 and January 2014. The workshops were arranged in January 2014.
3. Development
process from an
idea to a service
launch takes at
least a year
Something has
gone wrong if you
haven’t launched
within 6 months
• Myth •
Naturally the length of development process varies case by case. The fastest projects may take
an experienced team just days from idea to a ready service. Complicated projects may take
months. But if the project goes on for more than 6 months, you either have an excepNonally
complicated project or something has gone wrong.
5. Massive funding
makes things
happen
No, it’s not the
money, it’s passion
and devoNon
• Myth •
As a rule, developing a mobile service does not require massive staffing or other expensive
resources. It is possible to create world-‐class mobile services with very low cost-‐structure.
MarkeNng is oSen the first phase that requires larger sums of money.
Massive funding too early in the project may distract the focus of the core team and lead to
swelling project sizes.
7. Before anything else,
we need to make a
massive market study
and a business case
Instead, go out and
test your idea with
a stranger
• Myth •
Earlier it was too costly to create a mobile service without checking the odds first. Nowadays it would be too
expensive and Nme consuming to make a market study first. CreaNng a prototype or even a ready service may
take as long as making a market study. Besides, can you ever get more accurate feedback than by selling the
actual service to real customers? This does not say that one should not check the market feasibility first (e.g.
steps in going internaNonal, tax rules, local requirements for health care apps).
9. All success stories
are based on
unique ideas and
innovaNons
The majority of
success stories are
based on smart
copying
• Myth •
Firstly, the number of mobile apps in the App Store has exceeded one million and it is
increasingly difficult to come up with something totally unique. Secondly, most of today’s
famous success stories are copies of some exisNng concepts. The difference is typically that
they have solved some of the issues smarter than the original concepts and added new
perspecNves the original idea.
10. Only a large team
can create a
successful service
11. Only a large team
can create a
successful service
Small and
autonomous teams
make faster and
beer decisions
• Myth •
Today’s success stories have been designed and developed by groups of 3 to 6 people. These
mulNdisciplinary teams combine persons with e.g. interacNon, technological, business, graphic
and analyNcal skills.
In many cases, a larger team makes it harder to succeed. A larger group is less dynamic,
communicaNon is more difficult, larger groups tend to be harder to get inspired, etc.
13. Do not launch
before the service
is 100% ready
Consider launch
just as one
milestone in a long
development
process
• Myth •
Service launch should be seen as one development phase among others. All services need
iteraNon aSer the launch, some more and some less. Of course, one should not release
anything half-‐baked or unfinished. On the other hand, there is no 100% ready service either.
A service should be polished and good quality when released. However, it does not need to
incorporate all the possible features. One can test and add these later on.
14. The service must
be feature-‐rich in
order to become
successful
15. The service must
be feature-‐rich in
order to become
successful
No! Instead the
service should be
best in doing one
thing
• Myth •
Do not try to stuff all the desktop service features into mobile screen. What works in a desktop
service does not necessarily work in a mobile. Moreover, a mobile user does not typically have
paNence to get acquainted with complicated services. At least one should hide the complexity
from the users.
16. Striking looks can
make a service fly
even if the core
service idea is not
clear
17. Striking looks can
make a service fly
even if the core
service idea is not
clear
Nothing helps if
the customer does
not get the idea
• Myth •
What seems to be clear for the father of an idea is not necessarily obvious to others. Therefore
make sure that you really provide value to your customer in a simple and intuiNve way.
Controversially there are some services that have made a breakthrough although they don’t
look nice. However, a perfect combinaNon is great looks combined with great idea.
19. The first in the
market wins
• Myth •
The pioneers are
hardly ever
winners. Unless
they learn and
adjust
conNnuously.
Unfortunately the pioneer is oSen either ahead of its Nme or otherwise unable to meet the
demand. Typically a second Ner company copies the core idea, modifies it and makes it a
success.
21. TradiNonal media
is useless
Do not
underesNmate the
power of
tradiNonal media
• Myth •
Many hot start-‐ups claim that they have not used a penny on tradiNonal markeNng. This may be
true, but many successful services have received a crucial boost from tradiNonal media at some
stage of their journey.
Take for example Rovio and its Angry Birds brand. How many stories has there been wrien
about them in tradiNonal media? Who would dare say that it would not have made a
difference?
23. Famous mobile
services were
instant successes
Instead,
surprisingly many
companies have
abandoned their
original strategy
• Myth •
Did you know what Instagram, Groupon, Flickr or Twier did prior to what has made them
famous? LocaNon based social networking, campaign websites, mulNplayer online games and
podcast sharing. And they were not very successful in these fields. These companies were able
to learn and had courage to turn their business around. That made them winners.
24. Users are willing to go
the extra mile to
learn to use a slightly
complicated service
25. Users are willing to go
the extra mile to
learn to use a slightly
complicated service
Yes, but only if the
perceived value is
greater than the
effort
• Myth •
As a rule, the probability of dropout in the service use grows the harder the service is to use.
The first seconds for a new service are crucial and therefore one can never overemphasize the
importance of smooth user experience.
27. Another successful
company solved
the problem like
this, we need to do
it that way, too
Yes, someNmes.
But you should
always challenge
the current
soluNon first.
• Myth •
Before you copy others, ask yourself if this is really the best soluNon in this context? Could
there be another soluNon, which would improve the experience and make your service
different? Everybody makes mistakes, even the best of us. Therefore improvements can be
found even in the best services.
29. Hard work replaces
luck
Sorry, but even
hard work is not
enough alone.
Therefore give luck
a chance!
• Myth •
Hard work is elementary for success. However, all of the known success stories seem to have
been lucky in a way or another. It may have been Nming, unexpected publicity, or something
else. Trying hard without giving up gives you a beer chance to be lucky.
31. Great design work
is too expensive
No, quite the
opposite. Cheap
and sloppy design
is more expensive.
• Myth •
Fixing a sloppy design aSerwards is difficult and expensive. Not to menNon all the lost
customers due to bad customer experience. One does not get a chance to make a first
impression twice. Therefore one should avoid failures by doing things carefully right at the first
try.
32. Myths In Mobile Service Design
1
2
Development process from an idea to ready service takes at least a year
Massive funding makes things happen
3
Before anything else, we need to make a massive market study and a business case
4
All success stories are based on unique ideas and innovaNons
5
Only a large team can create a successful service
6
Do not launch before the service is 100% ready
7
The service must be feature-‐rich in order to become successful
8
A striking looks can make a service fly even if the core service idea is not clear
9
The first in the market wins
10
TradiNonal media is useless
11
Famous mobile services were instant successes
12
Users are willing to go the extra mile to learn to use a slightly complicated service
13
Another successful company solved the problem like this, we need to do it that way, too
14
Hard work replaces luck
15
Great design work is too expensive
33. Ideas that could never fly!
Who would be stupid enough to try something like this?
Downgrade your top-‐quality mulN-‐megapixel photo to look like
it has been taken in the 70s
Rent your apartment to a stranger and compete with hotel
accommodaNon
Earn virtual badges by recording where you are
Send others pictures that will show only once
Order your taxi with a mobile app and pay extra for the ride
Tell your friends + some half-‐strangers that you ate omelet for
breakfast. And assume they would actually be interested.
Destroy pigs with birds by using a slingshot
34. Ooops… Ideas that could never fly!
Who would be stupid enough to try something like this?
Downgrade your top-‐quality mulN-‐megapixel photo to look like
it has been taken in the 70s
Rent your apartment to a stranger and compete with hotel
accommodaNon
Earn virtual badges by recording where you are
Send others pictures that will show only once
Order your taxi with a mobile app and pay extra for the ride
Tell your friends + some half-‐strangers that you ate omelet for
breakfast. And assume they would actually be interested.
Destroy pigs with birds by using a slingshot
Instagram
Airbnb
Foursquare
Snapchat
Uber
Facebook
Rovio
35. About the presentaNon
The purpose of this presentaNon is to
provide best pracNces to mobile service
development. The statements are based on
industry expert interviews which are then
modified in four workshops. The interviews
were conducted between November 2013
and January 2014. The workshops were
arranged in January 2014.
One of the first project findings was that
there is no “one size fits all” model for
developing mobile services. Therefore a
mobile service designer should always think
how the given advice fit and apply to the
viewed service.
Interviewed industry experts:
Ilkka Paananen, CEO, Supercell
Jonas Rundberg, Head of Development, King
Lars Jörnow, VP of Growth, King
Jarkko Paalanen, Business Development Director, FingersoS
Tero Kuitnen, VP, Sales & MarkeNng, Alekstra
Aruri Tarjanne, General Partner at Nexit Ventures
Will Cardwell, Senior Lecturer at Aalto University
Lassi Kurkijärvi, Director InnovaNon Lab, Sanoma Digital
Timo Lappi, Legal Entrepreneur and Angel, Fondia Oy, Helt,
Boardman Oy
Jussi LysNmäki, CEO, Schibsted Classified Media, Finland
Jouni Hytönen, Producer, Fonecta Oy
Osmo Hautanen, CEO, Magnolia Inc.
Ben Kaufman, CEO and Founder, Quirky
Phil Mueller, VP Customer Success, Moovweb
Peter Nordberg, Entrepreneur, ExecuNve, Analyst
Greg Franklin, Principal, Intellect Partners -‐ Telecom Venture
Catalyst
Benjamin Keyser, Head of TU Consumer CommunicaNons Products,
Telefonica Digital
Daniel Newmark, Senior Partner at Aprimo-‐Teradata, former Private
Angel Investor
Miia Wren, VP, Idean
Mikko-‐Pekka Hanski, Co-‐Founder, Idean
Roope Kärki, Designer, Idean
36. Other contributors
Cross-‐industry steering group
Pekka Sivonen, Appcampus
Janne Aaltonen, Hyksin Ltd
Peter Klenberg, Tuko LogisNcts Oy
Ismo Kosonen Ministry of Transport and CommunicaNons
Vesa Kurki, FMI
Ilkka Lehto, Teleforum ry
ChrisNan Lindholm, Koru
Henry Nieminen, CGI
Mika Okkola, MicrosoS
Ville Peltola, IBM
Mikael Stendahl, Nokia
Kari Systa, Tampere University of Technology
Mikko Terho, Huawei
Jukka Viitasaari, Teknologiateollisuus ry
Inka Vilpola, Wärtsila
Tiina Zilliacus, Gajatri Studios Oy
37. Kiitos,
tack,
Thank
You
Contact
Teleforum Ry
Idean Enterprises Oy
Juhani Kivikangas -‐ CEO
Kalle Snellman -‐ Senior Strategist
Juhani.kivikangas@teleforum-‐ry.fi
+358 40-‐556 1228
Kalle.snellman@idean.com
+358 40-‐731 5774