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Social Media For Mobile Market Research


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This is a talk/workshop II gave at the Symbian Exchange and Exposition.

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Social Media For Mobile Market Research

  1. 1. Upstream Research 4 Downstream Returns Scott Gilbert President Enthiosys, Inc.
  2. 2. Today's Flow  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
  3. 3. About Me just so you know where I’m coming from
  4. 4. Scott Gilbert  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
  5. 5. Enthiosys Overview just the basics
  6. 6. Enthiosys, Inc.  An Agile product management consulting firm founded in 2003 by Luke Hohmann.  We help clients achieve business agility: delivering great results, not just great software.  Services designed to improve products, processes and the people who drive them.
  7. 7. 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
  8. 8. Designed for Business Agility
  9. 9. Enthiosys Team  20 F/T and P/T consultants  Luke Hohmann, Founder/CEO  Scott Gilbert, President  Rich Mironov, CMO  Dan O’Leary, CTO  Thought leaders  4 books, monthly newsletter, Agile blog  Frequent webinar and conference speakers  Leaders in our industry associations
  10. 10. Selected Clients
  11. 11. Who Is Here? show of hands
  12. 12. 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?
  13. 13. Mobile Market Research lets talk about it
  14. 14. The Mobile Apps Pie is Big £
  15. 15. And Growing…Fast
  16. 16. And Changing…Fast
  17. 17. Which is Great…But Your Slice May be Small £
  18. 18. BECAUSE…
  19. 19. 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
  20. 20. Portals 45.2 E-Mail 33.6 Weather 21.4 News & Current Events 20.1 Search 16.9 Entertainment 13.9 City Guides/Maps Social Networking Sports 12.4 12.3 12.0 Music Games 8.9 8.7 Technology/Science 8.3 Videos/Movies 7.7 Business/Finance 7.7 News Food/Dining 7.2 Banking/Online Trading 7.1 Shopping/Auctions 6.2 Source: Mobile Media Measurement – Mobile Internet Report Travel/Vacation 4.1 Health/Fitness 3.0 Education/Employment 2.6 Automotive 2.2 Everyone Segments it Differently Real Estate 1.5 Adult 1.2 Source: Distimo Report, Aug 09
  21. 21. For Different Reasons
  22. 22. 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
  23. 23. And Your Preferences Too
  25. 25. What is Market Research?  Market research is about finding answers to questions that deal with whether or not there is a market for your product  It should be a systematic, ongoing process that never truly ends…  But at certain points in time, should produce actionable results
  26. 26. 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 (level/structure) issues
  27. 27. How Do We Do It?  The answer to this question is changing constantly.  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.
  28. 28. 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.
  29. 29. Start With Secondary Research For Trends and the Big Picture  Industry web sites, analysts, associations and conferences…thanks Symbian!! NOTE:  Keep on top of it though!
  30. 30. 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?
  31. 31. 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.
  32. 32. 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 allocating resources  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
  33. 33. This Market Segments On What  Entertainment  Casual games (personal/social)  Music, photos, videos, etc.  Social networking  Communication  Talk, E-mail, SMS,  Personal productivity  Notes, calendar, address book,  Enterprise productivity
  34. 34. Some Data Sources  OMMA Mobile - Mobile Media Nielsen Online  RCR Wireless -  Top 50 App -  Mobile market research - Simon Judge  Inside Mobile & Wireless, Frost & Sullivan  Mobile App Bussiness Network  CTIA -
  35. 35. Categories of Data Acquisition Tools  Social based market research  Crowd sourcing or prediction markets  Market listening tools  Rapid prototyping tools  Collaboration tools  Service providers who track for us
  36. 36. Some Tools to Consider  Mob4Hire -  Crowdcast -  Jive -  Aardvark -  LinkedIn –  Twitter –  Google Alerts –  SurveyMonkey -  Innovation Games –  Spigit -  Distimo -
  37. 37. Make Market Research Plans lets do it
  38. 38. 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
  39. 39. 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
  40. 40. Thanks to people who helped me with my mobile market research  Joe Jasin  Laura Merling  Noel Adams  LinkedIn Answers  Aardvark Community  Twitter Community
  41. 41. lets check it out
  42. 42. Free Stuff For You 100 Tokens to Play @ Sign Up, Send Mail, Get Tokens