Product Management for Android Apps<br /><ul><li>Mr. Raman Suprajarama</li></ul>23 July 2011, The Blr Android Group<br />1...
The PM Model - Outline<br />Before building apps – Appmeter Test<br />Building apps - App Desgin<br />After building apps ...
Details, The PM Model<br />Appmeter Test<br />Offering Awareness<br />Existing User Experience<br />Problem and Gap Identi...
Doing Away with Function Specs</li></ul>User Enshrinement and Lock in<br />Monetize<br />Enrichment<br />Mediums<br /><ul>...
Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
Widgets
Platforms
API’s</li></ul>Launch<br />In Product Marketing<br /><ul><li>Viral loops
Anchors
Rewarding</li></ul>Tune In<br />Zero Budget Launch<br />Proto types<br />Private Releases<br />Beta Programs<br />Social M...
Offering Awareness<br />Netflix - Instantly watch TV shows & movies streaming  on your android device.<br />1,000,000 - 5,...
Offering Awareness<br />Qik - Capture special or spontaneous moments on video using your mobile phone. <br />1,000,000 - 5...
Offering Awareness<br />Bookmyshow – Book Tickets in Advance, Avoid Queue’s and reserve your seats.<br />10,000 - 50,000<b...
Offering Awareness<br />What VALUE will our app offer to our users?<br />Define:Value<br />The usefulness of something con...
Offering Awareness<br />What is not VALUE?<br />Real-time details<br />Cool graphics<br />Cloud Computing<br />“Hi-Fi” Alg...
Details, The PM Model<br />Appmeter Test<br />Offering Awareness<br />Existing User Experience<br />Problem and Gap Identi...
Doing Away with Function Specs</li></ul>User Enshrinement and Lock in<br />Monetize<br />Enrichment<br />Mediums<br /><ul>...
Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc
Widgets
Platforms
API’s</li></ul>Launch<br />In Product Marketing<br /><ul><li>Viral loops
Anchors
Rewarding</li></ul>Tune In<br />Zero Budget Launch<br />Proto types<br />Private Releases<br />Beta Programs<br />Social M...
Morphological Analysis<br />A procedure used for Shortlisting Features<br />My App has this feature.<br />My App can also ...
Morphological Analysis<br />Add what is required.<br />11<br />
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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, 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

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

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