1. The document discusses product strategy and roadmapping for a company's portfolio of mobile apps. 2. It proposes separating apps into short-term projects and long-term revenue generators, and creating a structure to support each business unit pursuing its own strategic goals. 3. A sample strategy is presented for monetizing one app through in-app ads and using it to promote other apps through push notifications, while balancing user experience to avoid negative side effects.

1. Product Management
Roadmap and Strategy

2. Product Lifecycle
“an item that ideally satisfies a market's want or need”
Philip Kotler

3. Product Strategy
Product
Product Product Product
Research Strategy Delivery

4. Product Strategy
Research
Product
Research Traffic Data
Focused
Group
Analyze Product
Strategy
Ideas
Survey
Customer
Support

5. Product Strategy
Strategy & Planning
Product
Product
Strategy
Strategy
Ideas
Product Product
Strategy Ideas Scoring Development Product Product Ready to
Ideas Plan Development Release
Product
Strategy
Ideas

6. Product Strategy
Delivery
Product
Delivery
Marketing &
Communication
Strategy
Product
Product Ready to Finished Product Deliver to Monetize
Product “Packaging” Customer’s Feedback
Release Customer

7. Product Strategy
Summary
Short Term Long Term
Development Deliver
Product Product Product
Research Strategy Delivery

8. Product Strategy
Sample: Facebook Roadmap (2006 -2007)

9. Product Strategy
Some Ideas: MetroTV Apps – Ads Monetizing
• User based over 100.000 (downloaded)
– Ready to be monetized. How?
• Problems:
– Ads Network doesn’t powerful enough
– Traditional in-apps Ads: the traffic is highly depends on
active user (less than 100.000)
• Solutions:
– Collaborate with Ads Network (Air Push)

10. Product Strategy
Metro TV: Air Push Monetizing
• Providing innovative ads format:
– Ads will be deliver outside apps:
• Push Notification Ads
• Icon Ads
• AppWall
– Doesn’t conflict with current ads
– Cover active and inactive users
• Average CPM: 10$
• Simulation:
– User (downloaded apps): 100.000
– Income per push = 10$ x 100.000 / 1000
= 1.000 $
= Rp 10.000.000 / push
– Assumption: 1 Day = 1 Push
– Income per month = 30 x Rp 10.000.000
= Rp 300.000.000, -

11. Product Strategy
MetroTV Ads: Product Strategy
• User based over 100.000 (downloaded)
– The most downloaded Apps Digital Buana made
– Can be used to promote other Apps, like: Lubitu and
Dibox
• While we monetizing from Air Push, we can:
– Develop our Ads Platform for Push
• Combine Push Notification to Promote other Apps (Lubitu
and Dibox)
• Monetize with our own push notification

12. Product Strategy
Metro TV: Side Effect
• But this can be a double-edged
– Ads vs User Experience
• User hate ads
• They hate it even more if Apps doesn’t give enough
experience:
– Less bug or forced closed
– Active User Support
– Update New Features Periodically
• Solutions:
– Long-Term Product Strategy
• Treat each Apps (MetroTV et all) as a Business Unit

13. Existing Situation
Freemantle
Cepat.net DiBox
Golkar
Virtual
GCD Musik
Sitra
NTMC Dewa
SisLapHar Rucci
Lubitu
GCD
Antara Apps
BuKrim
MetroTV Apps
: Short Term Product
: Long Term Product

14. Future Situation
DiBox
Sitra
Cepat.net
Golkar Virtual
Musik
GCD
Lubitu
GCD NTMC
SisLapHar
Freemantle BuKrim
Dewa
MetroTV Rucci
Apps
Project Management
Antara Apps

15. Proposed Structure
See Attachment

16. Summary
• Separate Project Based (Short Term) and
Revenue Generator (Long Term) Product
• Build an environment (structure) that
support the desired business process
• Treat each Business Unit as separate
entity, so they can focus on their own
Strategy