Product Sunsetting


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Presented at Knapp Center Lecture Series.

As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley in December 2009, within five years, more users will connect to the web via mobile devices than desktop computers.

Adopting a mobile strategy for your business is inevitable. Your mobile strategy must have reaching your customers and your market as its central goal, and this doesn’t necessarily mean you need to develop an application. To develop a successful mobile strategy, there are several important elements to consider, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.

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  • Why We are talking about sunsetting… Misleading session title We will be doing it shortly, Thought it would make for an interesting discussion There things we can pick up from this having an open conversation
  • Why We are talking about sunsetting… Misleading session title We will be doing it shortly, Thought it would make for an interesting discussion Are there things we can pick up from this group
  • Keeping products past their prime confuses customers, distracts developers, and annoys customer support.
  • APIs Dependencies One negative aspect of discontinuing a product is that it invites the client to look for alternative products from other vendors. “After all, if I’m going to have to re-implement anyway, maybe I should look at some other products.” Discuss with your sales management approaches that encourage customers to upgrade rather than switch.
  • Product Sunsetting

    1. 1. Product Sunsetting Peter Morano and Tim Courtney
    2. 2. Introductions <ul><li>Tim Courtney </li></ul><ul><ul><li>Director, Marketing and Brand Strategy at KeyLimeTie </li></ul></ul><ul><ul><li>Tireless customer and user experience advocate. </li></ul></ul><ul><ul><li>Co-founder of SocialDevCamp Chicago. </li></ul></ul><ul><li>Peter Morano </li></ul><ul><ul><li>CIO at KeyLimeTie </li></ul></ul><ul><ul><li>Developing software for 16 years </li></ul></ul><ul><ul><li>De Facto Product Managers </li></ul></ul>
    3. 3. Format <ul><li>Roundtable </li></ul><ul><li>Open Participation </li></ul>
    4. 4. Product Sunsetting <ul><li>Sunsetting is the process of pulling a product from market. The term can also be applied to removing obsolete features from a product. </li></ul><ul><li>Sunsetting involves making the business decision to remove the product or feature and then communicating that decision to customers and sales channel. </li></ul><ul><li>Planning for this is not the same as expecting it. </li></ul>
    5. 5. Reasons <ul><li>Profitability </li></ul><ul><li>Strategic Fit </li></ul><ul><ul><li>Heading into a new direction. </li></ul></ul><ul><li>Portfolio Fit </li></ul><ul><li>Market factors </li></ul><ul><ul><li>Don’t be the company where “old technology goes to die.” </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Keeping products past their prime confuses, distracts and annoys (IE6?). </li></ul></ul>
    6. 6. Why is this a big deal? <ul><li>If you mishandle this you could damage your brand. </li></ul><ul><ul><li>Kin? </li></ul></ul><ul><ul><li>Yahoo/Delicious </li></ul></ul><ul><li>Change is often perceived as negative by many customers. </li></ul><ul><li>Could result in “opening the account” </li></ul>
    7. 7. Why should I care? <ul><li>How do we get out of this gracefully, without losing money and antagonizing our customers? </li></ul>
    8. 8. Solution <ul><li>Get customers to understand why you’re doing it and how it affects them. </li></ul><ul><li>Explain the business decisions. </li></ul><ul><li>Be clear </li></ul><ul><ul><li>Nobody likes ambiguity. You don’t want them thinking “okay, what does this really mean?” </li></ul></ul><ul><li>Tell them their options. </li></ul>
    9. 9. Discussion <ul><li>Your thoughts and experience </li></ul><ul><ul><li>Have you managed a sunset? </li></ul></ul><ul><ul><li>Have you experienced a product sunset as a consumer? How was it handled? </li></ul></ul>