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.

2. The PM Model - Outline Before building apps – Appmeter Test Building apps - App Desgin After building apps - Launch 2

5. Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc

6. Widgets

7. Platforms

9. Anchors

10. RewardingTune In Zero Budget Launch Proto types Private Releases Beta Programs Social Media Feedback Critical Mass Acquisition Others Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation 3

11. Offering Awareness Netflix - Instantly watch TV shows & movies streaming on your android device. 1,000,000 - 5,000,000 4

12. Offering Awareness Qik - Capture special or spontaneous moments on video using your mobile phone. 1,000,000 - 5,000,000 5

13. Offering Awareness Bookmyshow – Book Tickets in Advance, Avoid Queue’s and reserve your seats. 10,000 - 50,000 6

14. Offering Awareness What VALUE will our app offer to our users? Define:Value The usefulness of something considered in respect of a particular purpose Some more examples Angry Birds – Interactive and Intuitive Fun on Mobile Weather Channel – Real-time weather conditions, local forecasts and severe weather alerts on the move Astro File Manager – Organize, Delete, Move files on your Android device Barcode Reader - Scan barcodes on products then look up prices and reviews on your mobile 7

15. Offering Awareness What is not VALUE? Real-time details Cool graphics Cloud Computing “Hi-Fi” Algorithms Etc., Value decides the PRODUCT-MARKET Fit. 8

18. Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc

19. Widgets

20. Platforms

22. Anchors

23. RewardingTune In Zero Budget Launch Proto types Private Releases Beta Programs Social Media Feedback Critical Mass Acquisition Others Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation 9

24. Morphological Analysis A procedure used for Shortlisting Features My App has this feature. My App can also do this. My App My App My App also has this feature. My App also has this feature. My App also has this feature. My App also has this feature. My App also has this feature. My App also has this feature. My App also has this feature. So, What should the App really do? 10

25. Morphological Analysis Add what is required. 11

26. Morphological Analysis - Example Offering - Must have writing accessory for the business professional. Time to Decide – 1 Hour Features Requirements 12

29. Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc

30. Widgets

31. Platforms

33. Anchors

34. RewardingTune In Zero Budget Launch Proto types Private Releases Beta Programs Social Media Feedback Critical Mass Acquisition Others Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation 13

35. Designing User Experience 14

36. Designing User Experience App must be Useful (Value) and To the point Intuitive (No learning curve) Ovoid Existing Obstacles and Ease Bottlenecks Easily Accessible Credible and Trust worthy Predictable Self Learning (Recommendations) i.e. minimum of bullshit and a maximum of "get the job done." 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” Hans Hoffmann says “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.” 15

37. Designing User Experience Two BIG Questions to ask ourselves. Will females like it? What bottle necks that existing or competitor apps have are eased? Google Sky Google Goggles Some more examples 16

40. Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc

41. Widgets

42. Platforms

44. Anchors

45. RewardingTune In Zero Budget Launch Proto types Private Releases Beta Programs Social Media Feedback Critical Mass Acquisition Others Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation 17

46. Android App --- You are the Guru --- 18

49. Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc

50. Widgets

51. Platforms

53. Anchors

54. RewardingTune In Zero Budget Launch Proto types Private Releases Beta Programs Social Media Feedback Critical Mass Acquisition Others Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation 19

55. Viral Loops Foursquare Gowalla 20

56. Viral Loops Virility is built in the DNA of the product. Not Limited to Social Networks like FB, Twitter,etc Friends and Network are built into the Experience and Value. myBantu 21

57. Viral Loops Compelling value for sharing Overcomes privacy concern Simple integration with existing contacts: local address book, Facebook, Linkedin, etc. Low transaction friction to share Low transaction friction to sign up Embedding in App’s Core Conversion Viral Media Platform Funnel Optimization Email Social Networks like Facebook, Twitter, LinkedIn, etc. Blogs and RSS Feeds Mobile Scaling Plan B or “Ask” Model Designing a Viral Loop 22

60. Mobile apps – Android, iPhone, Bada, WinMo, Symbian etc

61. Widgets

62. Platforms

64. Anchors

65. RewardingTune In Zero Budget Launch Proto types Private Releases Beta Programs Social Media Feedback Critical Mass Acquisition Others Investments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation 23

66. Zero* Budget Marketing Elements to consider Website SEO Google Adwords Facebook Advertisments Blogging Facebook Page Tweets News letters White papers Article Submissions Directory Listing Social Bookmarking …. Elements to consider Value to the user Viral Loops Company Blog Website with Page Markups Examples * Minimal Budget and Not Zero Budget 24

67. Thank you. Raman Suprajarama Email: raman.suprajarama @ gmail.com Cell: +91-99860-77100 25