3 GUARANTEED WAYS TO FAIL
AS A

MOBILE PRODUCT MANAGER
ELI ALEYNER - @EALEYNER
ELI ALSTON - @ELI_ALSTON
ABOUT US





PRODUCT & STRATEGY @
PIVOTAL LABS
PRIOR LIFE: AMAZON.COM,
MICROSOFT
EXTRA-CURRICULAR:
FOUNDERDATING &
ACC...
• Allow conference & meeting
attendees to vote, answer polls, and
ask questions
• Picked HTML5 over native
• Will use thro...
OVERVIEW
1. Failing to understand the mobile
consumer
2. Failing to execute in mobile
3. Failing to dream
DESKTOP IS DYING
Computing Operating Systems
Wintel
iOS + Android

1983
25%
-

1998-2005
96%
-

2012
35%
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 Q1:13
Ad Rev. ($M)

$872

$992

$1086

$1,329

$1,245

% from...
FAILING TO UNDERSTAND THE
MOBILE CONSUMER

Photo: http://www.flickr.com/photos/mixtribe/7719381864
MOBILE IS DIFFERENT
Sensors:
• TouchID - Fingerprint recognition
• M7 - Motion co-processor
• Proximity sensor
• Ambient l...
MOBILE IS DIFFERENT

9-5

VS
MOBILE IS DIFFERENT

You user has other things to do
Average app-usage 1 minute!
Get me what I need – Quick!
Photo: http:/...
IMPORTANCE OF APP REVIEWS
IMPORTANCE OF APP REVIEWS

★ = 30%
more
downloads*
User = Voice
Photo: http://rewalls.com/pic/201107/640x960/reWalls.com-3...
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
• ...
IMPORTANCE OF FREE
IMPORTANCE OF FREE
Gartner advises:
To make money from apps, publishers
must win and maintain customer
loyalty/satisfactio...
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 clo...
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
Backlin...
APP STORE OPTIMIZATION:
IMPORTANCE OF LAUNCH

• Momentum is key
for launch
• Multi-channel
launch to drive
momentum
• Crit...
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
APPENDIX

Photo: http://www.flickr.com/photos/7603557@N08/3709566919/sizes/o/in/photostream/
RESOURCES
Android Fragmentation
•
http://developer.android.com/about/dashboards/index.html
iOS Fragmentation
•
http://www....
RESOURCES
•
•
•
•

KPCB Partners (www.kpcb.com)
Flurry Analytics (www.flurry.com/)
Vision Mobile (www.visionmobile.com/)
E...
IPHONE VS IPAD USAGE
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...
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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 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/
  • Transcript of "3 ways to FAIL as Mobile Product Manager (TPMA Toronto - Nov 26)"

    1. 1. 3 GUARANTEED WAYS TO FAIL AS A MOBILE PRODUCT MANAGER ELI ALEYNER - @EALEYNER ELI ALSTON - @ELI_ALSTON
    2. 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. 3. • Allow conference & meeting attendees to vote, answer polls, and ask questions • Picked HTML5 over native • Will use through-out presentation
    4. 4. OVERVIEW 1. Failing to understand the mobile consumer 2. Failing to execute in mobile 3. Failing to dream
    5. 5. DESKTOP IS DYING Computing Operating Systems Wintel iOS + Android 1983 25% - 1998-2005 96% - 2012 35% 60%
    6. 6. DESKTOP IS DYING Computing Operating Systems
    7. 7. DESKTOP IS DYING Computing Operating Systems
    8. 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. 9. FAILING TO UNDERSTAND THE MOBILE CONSUMER Photo: http://www.flickr.com/photos/mixtribe/7719381864
    10. 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. 11. MOBILE IS DIFFERENT 9-5 VS
    12. 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. 13. IMPORTANCE OF APP REVIEWS
    14. 14. IMPORTANCE OF APP REVIEWS ★ = 30% more downloads* User = Voice Photo: http://rewalls.com/pic/201107/640x960/reWalls.com-39505.jpg
    15. 15. IMPORTANCE OF FREE Eli Alston
    16. 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. 17. IMPORTANCE OF FREE
    18. 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. 19. BUT… Gartner predicts: Global revenue from app stores is expected to rise 62% this year to $25 billion
    20. 20. FAILING TO EXECUTE IN MOBILE
    21. 21. THE BAR IS HIGH: YOUR BIGGEST MOBILE CHALLENGE…
    22. 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. 23. THE BAR IS HIGH: OR IS IT?
    24. 24. ITERATE: BE SMALL AND FAST • What’s inside your customer’s head? • Much bigger than just Agile • Start with a hypothesis
    25. 25. ITERATE: BE SMALL AND FAST
    26. 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. 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. 28. FAILING TO DREAM http://www.flickr.com/photos/expressmonorail/3928848343/
    29. 29. THE PHYSICAL WORLD
    30. 30. THE PHYSICAL WORLD
    31. 31. THE COLLABORATIVE ECONOMY
    32. 32. WEARABLES, FLYABLES, DRIVABLES... Eli Alston
    33. 33. THANK YOU! QUESTIONS? ELI ALEYNER, ELI ALSTON @EALEYNER, @ELI_ALSTON
    34. 34. APPENDIX Photo: http://www.flickr.com/photos/7603557@N08/3709566919/sizes/o/in/photostream/
    35. 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. 36. RESOURCES • • • • KPCB Partners (www.kpcb.com) Flurry Analytics (www.flurry.com/) Vision Mobile (www.visionmobile.com/) Eric Ries - The Lean Startup
    37. 37. IPHONE VS IPAD USAGE
    38. 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
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