Mobile Apps

1. Demystifying
Mobile Apps Ecosystem

2. Co Founder : Signals
Co Founder : Mobile Monday Delhi
Part of Team at Spice Labs, Monsoon Multimedia.
Mobile & Internet Addict Enthusiast.
Who Am I ?

3. What this talk is about ?

4. Ideation
Product Management
Discovery & Distribution
Monetization
Lessons

5. • No Silver Bullet
• Hindsight Wisdom: This is What Worked for us
• My Views Not of My Company or Our Partners

6. Ideation
How to pick up the right idea to work upon ?

7. Pre requisite:
Team : Technology MUST be in-house . Never Outsource.
Operating CASH for One Year
Live In Problem Space for few months.

8. A Case Study in Need Estimation

9. Need Estimation
Observation :News Volume = User Interest

10. Conclusion : Demand is universal. All User are App Savvy.
Observation :Nokia Rich Countries Search for Nokia App
Need Estimation

11. Other Technique:
Ask the OEM App Store Guys for Gap in Content.
Google Predictive Search Suggestion.
BAR Test .( Difficult to do in Ahmedabad)
Online Survey
Geographic Clone & Platform Clone are good ideas.

12. Need Identified?
Identifying
Niche
• Identify the Market sweet spot
• Try to do it with Numbers
• Identify the incumbent and Adjacent Players
Scalable Niche
• Scale with Category : Casual Games
• Scale with Portfolio: Multiple Failure point
• Scale with Platform : Viigo
3 Step
Process
• Design ,Prototype &Validate
• Distribute, Distribute, Distribute
• Engage & Updates

13. Test Assignment
Instagram For Windows Phone ?
Instapaper For Windows Phone ?
Flipboard For Windows Phone ?

14. Product Management
How to pick right feature & ship the damn thing .

15. Decision Framework
Your Decision Framework don’t give you answer. It’s a forcing
function which put a process in place to think
about product.

16. Qualities of Good Roadmap
Based On right mix of DATA & Believes.
Cohesive with Team Skill and Resources.
Responsive to Market Dynamics.
Clear about bets you are making.
NO Knee Jerk Reactions

17. © Kenton Kivestu

18. © Kenton Kivestu
What Customers
are doing in
your product?
What Competition
Is doing right ?
What Customers
Are asking For ?
What you
want to Build ?
And Why ?

19. © Kenton Kivestu

20. Case Study
Pinterest Vs Facebook Wall
There are no Right Answer in Product Management

21. Test Assignment
Should Facebook Introduce Dislike Button?

22. Discovery and Distribution
Build it and Will They Come ?

23. In Plain English .
Presence Optimization
•Sorting of Result
•Page Size
•Click Path and Key Words
•Traverse, Search and Browse
•Free Vs Paid Sorting
• Device Coverage follow Download
Distribution
•Incentivized downloads
Influencing Trends
•Identify Discovery & Distribution Point
•How user Discovers the product
•Decision Point : Review , Rating,
Feedback
•Keep Platform partner in the know.
•Identify and Align with Platform
Roadmap
•Highlight the use case of new
technology like PUSH ,BBM, In App
Billing, NFC
• Identify Geographic quirks
•Localization preference for
promotion
Product Vs portfolio
• Choose Product Vs Portfolio Strategy
very carefully
•Bigger Addressable User base in
portfolio
•Multiple Point of Failure in Portfolio
•Higher recall in Product
•Better segmentation in Product
• Identify and engage outside of
ecosystem player who might benefit
from your products
•Content Licensing
•Brand Partnerships

24. Case Study
Free Vs Paid App Featuring Priority
How Bloon Made it to Top5 ?

25. Monetization
Thinking of Pricing Model and Price Point

26. Four Quadrant of Pricing
How to Monetize Vs When to Monetize ?

27. Four Quadrant of Pricing
Quadrant 1 : Games, Studio /portfolio approach,

28. Four Quadrant of Pricing
Quadrant 2 : Platform and Advertisement

29. Four Quadrant of Pricing
Quadrant 3: Utility Quadrant

30. Four Quadrant of Pricing
Quadrant 4: Branding Quadrant

31. Lessons
Which I Learned Hard Way

32. What We Believe at Signals
There is no substitute of having a good product.
There is a fine line between perseverance and being stupid.
Learn from everyone but contextualize it for your product .
Avoid cynics .Their Advise is actually their biography.
Between Culture and Competency . Culture always win.
Take Risk :Mediocrity kills you by thousand cuts .

33. Prashant Singh
Co-Founder, Signals.
Email :prashant@thesignals.net
Cell: +91-9910270434
Skype /Gtalk/Twitter: pacificleo
Feel Free to contact me at

34. Thanks .