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Product management for Android Apps
 

Product management for Android Apps

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Product Management model to go about identifying android applications that are worthy of pursuing, analyzes and draws conclusion from leading android apps like Google Goggles, Netflix, Mint.com, ...

Product Management model to go about identifying android applications that are worthy of pursuing, analyzes and draws conclusion from leading android apps like Google Goggles, Netflix, Mint.com, Bookmyshow etc, helps plan a roadmap, designing the user experience, building viral loops and Viral DNA’s and finally do a zero budget launch.

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    Product management for Android Apps Product management for Android Apps Presentation Transcript

    • Product Management for Android Apps
      • Mr. Raman Suprajarama
      23 July 2011, The Blr Android Group
      1
    • The PM Model - Outline
      Before building apps – Appmeter Test
      Building apps - App Desgin
      After building apps - Launch
      2
    • Details, The PM Model
      Appmeter Test
      Offering Awareness
      Existing User Experience
      Problem and Gap Identification
      Morphological Analysis
      Use of Personas
      Designing for People
      Decision Making
      Identifying Revenue Models
      App Design
      Roadmap and Milestones
      Designing User experience
      • Use of Walk-Thrus
      • Doing Away with Function Specs
      User Enshrinement and Lock in
      Monetize
      Enrichment
      Mediums
      • Web apps
      • Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
      • Widgets
      • Platforms
      • API’s
      Launch
      In Product Marketing
      • Viral loops
      • Anchors
      • Rewarding
      Tune In
      Zero Budget Launch
      Proto types
      Private Releases
      Beta Programs
      Social Media
      Feedback
      Critical Mass Acquisition
      Others
      Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
      3
    • Offering Awareness
      Netflix - Instantly watch TV shows & movies streaming on your android device.
      1,000,000 - 5,000,000
      4
    • Offering Awareness
      Qik - Capture special or spontaneous moments on video using your mobile phone.
      1,000,000 - 5,000,000
      5
    • Offering Awareness
      Bookmyshow – Book Tickets in Advance, Avoid Queue’s and reserve your seats.
      10,000 - 50,000
      6
    • Offering Awareness
      What VALUE will our app offer to our users?
      Define:Value
      The usefulness of something considered in respect of a particular purpose
      Some more examples
      Angry Birds – Interactive and Intuitive Fun on Mobile
      Weather Channel – Real-time weather conditions, local forecasts and severe weather alerts on the move
      Astro File Manager – Organize, Delete, Move files on your Android device
      Barcode Reader - Scan barcodes on products then look up prices and reviews on your mobile
      7
    • Offering Awareness
      What is not VALUE?
      Real-time details
      Cool graphics
      Cloud Computing
      “Hi-Fi” Algorithms
      Etc.,
      Value decides the PRODUCT-MARKET Fit.
      8
    • Details, The PM Model
      Appmeter Test
      Offering Awareness
      Existing User Experience
      Problem and Gap Identification
      Morphological Analysis
      Use of Personas
      Designing for People
      Decision Making
      Identifying Revenue Models
      App Design
      Roadmap and Milestones
      Designing User experience
      • Use of Walk-Thrus
      • Doing Away with Function Specs
      User Enshrinement and Lock in
      Monetize
      Enrichment
      Mediums
      • Web apps
      • Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
      • Widgets
      • Platforms
      • API’s
      Launch
      In Product Marketing
      • Viral loops
      • Anchors
      • Rewarding
      Tune In
      Zero Budget Launch
      Proto types
      Private Releases
      Beta Programs
      Social Media
      Feedback
      Critical Mass Acquisition
      Others
      Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
      9
    • Morphological Analysis
      A procedure used for Shortlisting Features
      My App has this feature.
      My App can also do this.
      My App
      My App
      My App also has this feature.
      My App also has this feature.
      My App also has this feature.
      My App also has this feature.
      My App also has this feature.
      My App also has this feature.
      My App also has this feature.
      So, What should the App really do?
      10
    • Morphological Analysis
      Add what is required.
      11
    • Morphological Analysis - Example
      Offering - Must have writing accessory for the business professional.
      Time to Decide – 1 Hour
      Features
      Requirements
      12
    • Details, The PM Model
      Appmeter Test
      Offering Awareness
      Existing User Experience
      Problem and Gap Identification
      Morphological Analysis
      Use of Personas
      Designing for People
      Decision Making
      Identifying Revenue Models
      App Design
      Roadmap and Milestones
      Designing User experience
      • Use of Walk-Thrus
      • Doing Away with Function Specs
      User Enshrinement and Lock in
      Monetize
      Enrichment
      Mediums
      • Web apps
      • Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
      • Widgets
      • Platforms
      • API’s
      Launch
      In Product Marketing
      • Viral loops
      • Anchors
      • Rewarding
      Tune In
      Zero Budget Launch
      Proto types
      Private Releases
      Beta Programs
      Social Media
      Feedback
      Critical Mass Acquisition
      Others
      Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
      13
    • Designing User Experience
      14
    • Designing User Experience
      App must be
      Useful (Value) and To the point
      Intuitive (No learning curve)
      Ovoid Existing Obstacles and Ease Bottlenecks
      Easily Accessible
      Credible and Trust worthy
      Predictable
      Self Learning (Recommendations)
      i.e. minimum of bullshit and a maximum of "get the job done."
      Don Norman says, “The essence of experience design is people’s memory. Every interaction contains good and bad, but it’s the final impression that matters”
      Hans Hoffmann says “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”
      15
    • Designing User Experience
      Two BIG Questions to ask ourselves.
      Will females like it?
      What bottle necks that existing or competitor apps have are eased?
      Google Sky
      Google Goggles
      Some more examples
      16
    • Details, The PM Model
      Appmeter Test
      Offering Awareness
      Existing User Experience
      Problem and Gap Identification
      Morphological Analysis
      Use of Personas
      Designing for People
      Decision Making
      Identifying Revenue Models
      App Design
      Roadmap and Milestones
      Designing User experience
      • Use of Walk-Thrus
      • Doing Away with Function Specs
      User Enshrinement and Lock in
      Monetize
      Enrichment
      Mediums
      • Web apps
      • Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
      • Widgets
      • Platforms
      • API’s
      Launch
      In Product Marketing
      • Viral loops
      • Anchors
      • Rewarding
      Tune In
      Zero Budget Launch
      Proto types
      Private Releases
      Beta Programs
      Social Media
      Feedback
      Critical Mass Acquisition
      Others
      Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
      17
    • Android App
      --- You are the Guru ---
      18
    • Details, The PM Model
      Appmeter Test
      Offering Awareness
      Existing User Experience
      Problem and Gap Identification
      Morphological Analysis
      Use of Personas
      Designing for People
      Decision Making
      Identifying Revenue Models
      App Design
      Roadmap and Milestones
      Designing User experience
      • Use of Walk-Thrus
      • Doing Away with Function Specs
      User Enshrinement and Lock in
      Monetize
      Enrichment
      Mediums
      • Web apps
      • Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
      • Widgets
      • Platforms
      • API’s
      Launch
      In Product Marketing
      • Viral loops
      • Anchors
      • Rewarding
      Tune In
      Zero Budget Launch
      Proto types
      Private Releases
      Beta Programs
      Social Media
      Feedback
      Critical Mass Acquisition
      Others
      Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
      19
    • Viral Loops
      Foursquare
      Gowalla
      20
    • Viral Loops
      Virility is built in the DNA of the product.
      Not Limited to Social Networks like FB, Twitter,etc
      Friends and Network are built into the Experience and Value.
      myBantu
      21
    • Viral Loops
      Compelling value for sharing
      Overcomes privacy concern
      Simple integration with existing contacts: local address book, Facebook, Linkedin, etc.
      Low transaction friction to share
      Low transaction friction to sign up
      Embedding in App’s Core
      Conversion
      Viral Media Platform
      Funnel Optimization
      Email
      Social Networks like Facebook, Twitter, LinkedIn, etc.
      Blogs and RSS Feeds
      Mobile
      Scaling
      Plan B or “Ask” Model
      Designing a Viral Loop
      22
    • Details, The PM Model
      Appmeter Test
      Offering Awareness
      Existing User Experience
      Problem and Gap Identification
      Morphological Analysis
      Use of Personas
      Designing for People
      Decision Making
      Identifying Revenue Models
      App Design
      Roadmap and Milestones
      Designing User experience
      • Use of Walk-Thrus
      • Doing Away with Function Specs
      User Enshrinement and Lock in
      Monetize
      Enrichment
      Mediums
      • Web apps
      • Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
      • Widgets
      • Platforms
      • API’s
      Launch
      In Product Marketing
      • Viral loops
      • Anchors
      • Rewarding
      Tune In
      Zero Budget Launch
      Proto types
      Private Releases
      Beta Programs
      Social Media
      Feedback
      Critical Mass Acquisition
      Others
      Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation
      23
    • Zero* Budget Marketing
      Elements to consider
      Website SEO
      Google Adwords
      Facebook Advertisments
      Blogging
      Facebook Page
      Tweets
      News letters
      White papers
      Article Submissions
      Directory Listing
      Social Bookmarking
      ….
      Elements to consider
      Value to the user
      Viral Loops
      Company Blog
      Website with Page Markups
      Examples
      * Minimal Budget and Not Zero Budget
      24
    • Thank you.
      Raman Suprajarama
      Email: raman.suprajarama @ gmail.com
      Cell: +91-99860-77100
      25