3 ways to FAIL as Mobile Product Manager (TPMA Toronto - Nov 26)
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3 ways to FAIL as Mobile Product Manager (TPMA Toronto - Nov 26)

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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 ...

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.

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  • On top of that – it is no longer about why you are building an app – we know that is:RevenueBrand awarenessA new marketing channel Customer reach
  • iPad is for evening: iphone is for late nightiPad its heaviest period of use comes between 6pm and 11pm (downtime)iPhone more often use at night.
  • Most feedback provided shortly after releaseMost reviews have to do with user experience, bug reports and feature requestsThe system is skewed where the top applications get huge # of downloads..App-ranking != Search Engine RankingDirect vs indirect ranking Getting higher SEO ranking != highly rated app
  • Stats fromFlurry analytics ~ 350,000 apps tackediOS statsWeighted by monthly average usersConsumers choose Free with ads instead of paying .99cEnterprise, or highly specialized apps (tracking medical or financial) may play out differentlyApps undergoing A/B price testing show trend towards “free” being a better choice to drive more user adoption
  • Stats fromFlurry analytics ~ 350,000 apps tackediOS statsWeighted by monthly average usersConsumers choose Free with ads instead of paying .99cEnterprise, or highly specialized apps (tracking medical or financial) may play out differentlyApps undergoing A/B price testing show trend towards “free” being a better choice to drive more user adoption
  • - A multi-platform strategy is one way to try and drive revenues
  • 0.1% get more than 50% of all downloads..
  • Keys to designing experimentsStart with a hypothesisDecide on what metrics you will trackDecide on what results (i.e. what level of a certain metric) will prove/disprove hypothesisTest as simply as possible (i.e. MVP concept)MetricsShould be:ActionableAccessibleAuditableNot “vanity”Example growth engine metricsRegistrationActivationRetentionReferral
  • Web / Mobile software development has sped up 10xTools are very matureCommunities of developersShared code repositoriesCheap server resources (cloud computing)Data collection has unlimited potentialFrom customer acquisition through to customer churnAll aspects of application usage (i.e. usage logs)All aspects of online marketing (PPC, website analytics, campaign management, newsletter conversions)Real-time, location specific, historicHello big data! Low switching cost, high competition, constant new entrants, changing buying behavior all lead to: Constantly evolve or lose
  • Every store is different, but here are the top functions that get used to rate your appIcons: Keep is simple and clean, don’t you wordsHow do consumers decide: Categories: 15 secondsDescription: 5 secondsScreenshots: 2 secondsApp details: 5 secondsReviews: 10 seconds
  • Example of Mailbox app
  • iPad is for evening: iphone is for late nightiPad its heaviest period of use comes between 6pm and 11pm (downtime)iPhone more often use at night.
  • Source: http://www.apptentive.com/blog/automatic-app-updates-on-ios7-app-retention/

3 ways to FAIL as Mobile Product Manager (TPMA Toronto - Nov 26) Presentation Transcript

  • 1. 3 GUARANTEED WAYS TO FAIL AS A MOBILE PRODUCT MANAGER ELI ALEYNER - @EALEYNER ELI ALSTON - @ELI_ALSTON
  • 2. ABOUT US    PRODUCT & STRATEGY @ PIVOTAL LABS PRIOR LIFE: AMAZON.COM, MICROSOFT EXTRA-CURRICULAR: FOUNDERDATING & ACCELERATETO  FOUNDER @ UBERMEETINGS  PRIOR LIFE: PM IN DATA COLLECTION, I.T., MINI NG TECH
  • 3. • Allow conference & meeting attendees to vote, answer polls, and ask questions • Picked HTML5 over native • Will use through-out presentation
  • 4. OVERVIEW 1. Failing to understand the mobile consumer 2. Failing to execute in mobile 3. Failing to dream
  • 5. DESKTOP IS DYING Computing Operating Systems Wintel iOS + Android 1983 25% - 1998-2005 96% - 2012 35% 60%
  • 6. DESKTOP IS DYING Computing Operating Systems
  • 7. DESKTOP IS DYING Computing Operating Systems
  • 8. DESKTOP IS DYING Facebook Ad Revenue Q1:12 Q2:12 Q3:12 Q4:12 Q1:13 Ad Rev. ($M) $872 $992 $1086 $1,329 $1,245 % from Mobile - - 14% 23% 30%
  • 9. FAILING TO UNDERSTAND THE MOBILE CONSUMER Photo: http://www.flickr.com/photos/mixtribe/7719381864
  • 10. MOBILE IS DIFFERENT Sensors: • 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 • …
  • 11. MOBILE IS DIFFERENT 9-5 VS
  • 12. MOBILE IS DIFFERENT You user has other things to do Average app-usage 1 minute! Get me what I need – Quick! Photo: http://www.flickr.com/photos/jup3nep/7005951289/sizes/l/in/photostream/
  • 13. IMPORTANCE OF APP REVIEWS
  • 14. IMPORTANCE OF APP REVIEWS ★ = 30% more downloads* User = Voice Photo: http://rewalls.com/pic/201107/640x960/reWalls.com-39505.jpg
  • 15. IMPORTANCE OF FREE Eli Alston
  • 16. 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?
  • 17. IMPORTANCE OF FREE
  • 18. 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.
  • 19. BUT… Gartner predicts: Global revenue from app stores is expected to rise 62% this year to $25 billion
  • 20. FAILING TO EXECUTE IN MOBILE
  • 21. THE BAR IS HIGH: YOUR BIGGEST MOBILE CHALLENGE…
  • 22. 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 appstore distribution • Mobile browsers: >50% of your web traffic even with an app in-store
  • 23. THE BAR IS HIGH: OR IS IT?
  • 24. ITERATE: BE SMALL AND FAST • What’s inside your customer’s head? • Much bigger than just Agile • Start with a hypothesis
  • 25. ITERATE: BE SMALL AND FAST
  • 26. 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
  • 27. 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
  • 28. FAILING TO DREAM http://www.flickr.com/photos/expressmonorail/3928848343/
  • 29. THE PHYSICAL WORLD
  • 30. THE PHYSICAL WORLD
  • 31. THE COLLABORATIVE ECONOMY
  • 32. WEARABLES, FLYABLES, DRIVABLES... Eli Alston
  • 33. THANK YOU! QUESTIONS? ELI ALEYNER, ELI ALSTON @EALEYNER, @ELI_ALSTON
  • 34. APPENDIX Photo: http://www.flickr.com/photos/7603557@N08/3709566919/sizes/o/in/photostream/
  • 35. 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-morefragmented-than-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/RE2013PaganoMaal ej.pdf Mobile Insights • http://flurry.com • http://distimo.com • https://heatmaps.io/ Photo: http://www.flickr.com/photos/streetart-berlin/4916925443/sizes/l/in/photostream/
  • 36. RESOURCES • • • • KPCB Partners (www.kpcb.com) Flurry Analytics (www.flurry.com/) Vision Mobile (www.visionmobile.com/) Eric Ries - The Lean Startup
  • 37. IPHONE VS IPAD USAGE
  • 38. APP RETENTION IS ABYSMAL % of Apps still installed 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Day 0 After 1 month After 6 month After 12 month