Upstream Research 4 Downstream Returns
I talk about me
I talk about Enthiosys
I learn about you
We talk about mobile market research
15 Min Break
We build and share market research plans
15 Min Break
We check out a tool
You get free stuff
just so you know where I’m coming from
President & Senior Consultant at Enthiosys, Inc.
Satisfy customers, Manage partnerships, Run the office
Helped start-ups raise $11M in venture capital
Heavy focus on business and product planning for success
Co-founder of a predictive analytics company
Built the plan, talked to customers, shipped first product
BearingPoint’s High Technology Strategy Practice
Helped big companies and gov’t agencies find new markets
An Agile product management consulting
firm founded in 2003 by Luke Hohmann.
We help clients achieve business agility:
delivering great results, not just great
Services designed to improve products,
processes and the people who drive them.
A Set of Services
continuous customer collaboration to understand complex
markets and provide input throughout the development process
agile transformation of your entire company to leverage the
power of Agile product development and management
pricing, licensing and creation of business models to capture the
full value of your solutions
product roadmaps for individual products and portfolios with
processes and best practices to sustain them over time
service design to improve the customer experience by delivering
a whole product solution and additional revenue
20 F/T and P/T consultants
Luke Hohmann, Founder/CEO
Scott Gilbert, President
Rich Mironov, CMO
Dan O’Leary, CTO
4 books, monthly newsletter, Agile blog
Frequent webinar and conference speakers
Leaders in our industry associations
Raise Your Hand If…
You are a mobile app developer
You build apps as a hobby, $ is 2nd
You build apps for a living, $ is 1st
You build apps for your company
You build apps for other companies
You have ever done any market research
You have been part of killer app effort that
started with market research
Will you share your story?
Market is Fragmented Many Ways
Category Platform Distribution Geography Carrier User/Chsr
Entertainment iPhone Apple Store China Verizon Individuals
Productivity Android Android Mrkt Asia AT&T Consumers
Social Media Windows Mobile Mrkt UK Sprint Prosumers
Communication Symbian Horizon EU TMobile Enterprise
Navigation Rim BB World N. America Clearwire CIO’s
Utilities Java Handango S. America EchoStar Dept’s
Business OVI Store, etc. ROW Individuals
News & Current Events
12.4 12.3 12.0
Source: Mobile Media Measurement – Mobile Internet Report
Everyone Segments it Differently
Source: Distimo Report, Aug 09
Business Models & Pricing Issues
Add to the Complexity
title category price
iRa Pro Business 899.99
MobileNavigator Europe Navigation 99.99
Air Sharing (Doc Viewer) Productivity 4.99
OmniFocus Productivity 19.99
Things Productivity 9.99
BeejiveIM 3.0 with Push Social Networking 9.99
Tweetie Social Networking 2.99
Midomi Music Identifier Music 4.99
LogMeIn Ignition Productivity 29.99
1Password Productivity 4.99
Jaadu VNC Productivity 24.99
Antidote Mobile -
Dictionnaires Reference 19.99
Super Monkey Ball Games 5.99
Top 50 Grossing Apps by AppsFire
WHICH MAKES UNDERSTANDING,
RESEARCHING & SUCCEEDING IN
THE MOBILE APPS MARKET
SO WHAT SHOULD YOU DO?
What is Market Research?
Market research is about finding
answers to questions that deal with
whether or not there is a market for
It should be a systematic, ongoing
process that never truly ends…
But at certain points in time, should
produce actionable results
Market Research Goals
Reduce risk and make better
business/product decisions by
focusing on specific questions
Understand dollars, growth rates,
segments and their characteristics
Understand market trends,
competitors, value chain, ecosystem
Understand business model pricing
How Do We Do It?
The answer to this question is
5 years ago I would have given you
a much different answer than today.
The web, mobile web, social media
and other technologies and tools are
changing the way we go about it.
Be like Google? ...Almost
Few of us can afford to throw things
against the wall to see what sticks.
Most of us can’t give everyone 20%
of their time to experiment.
So, we need to learn fast, cheap &
early to make good choices about
what goes into development.
Then, like Google, observe market
reaction and iterate to a better place.
Start With Secondary Research
For Trends and the Big Picture
Industry web sites, analysts, associations
and conferences…thanks Symbian!!
Keep on top of it though!
Then Figure Out Your Specific ?’s
Which May Include…
What exactly to build?
Does it already exist?
If you build it…
Will they find, pay, use, keep using, promote?
Who to build it for?
How many of them are there?
A Market Research Process
What are your questions/goals?
What will you do with the answers?
What data is needed to
answer the questions?
Acquire the data.
Process / analyze the data.
Present results and take action.
Segmentation is Usually About Who
Market segmentation is the process of dividing a
total market into market groups consisting of
people who have relatively similar product needs
Market segmentation is used as a strategic
marketing tool for defining markets and thereby
Market segmentation is the science of dividing a
large market into small pieces that you can
prioritize and dominate
Market segmentation is done with digits/#’s
Market segmentation is essential
Market segmentation is available free
This Market Segments On What
Casual games (personal/social)
Music, photos, videos, etc.
Talk, E-mail, SMS,
Notes, calendar, address book,
Some Data Sources
OMMA Mobile - Mobile Media Nielsen
RCR Wireless - crwireless.com
Top 50 App - appsfire.com
Mobile market research - Simon Judge
Inside Mobile & Wireless, Frost & Sullivan
Mobile App Bussiness Network
CTIA - ctia.org
Categories of Data Acquisition Tools
Social based market research
Crowd sourcing or prediction markets
Market listening tools
Rapid prototyping tools
Service providers who track for us
What to Do Now
Stand up and organize into groups of 4-6
Find people who you don’t know and who
work in different app segment than you
Pick a scribe
Pick a spokesperson
Settle down and wait for next slide
You’ve Got 45 Minutes To
Pick a project
Create product concept description
List key features, capabilities, etc.
Define a target market segment
Create a plan to validate your concept
What questions to ask
What data to gather
What resources/tools to use
How you’ll decide
Execute your plan (some portion)
Be Creative, Have Fun
Thanks to people who helped me
with my mobile market research