Upstream Research 4 Downstream Returns

Scott Gilbert

President

Enthiosys, Inc.

Today's Flow

I talk about me I talk about Enthiosys I learn about you We talk about mobile market research 15 Min Break We build and share market research plans 15 Min Break We check out a tool You get free stuff

About Me

just so you know where I’m coming from

Scott Gilbert

President & Senior Consultant at Enthiosys, Inc. Satisfy customers, Manage partnerships, Run the office

Helped start-ups raise $11M in venture capital Heavy focus on business and product planning for success

Co-founder of a predictive analytics company Built the plan, talked to customers, shipped first product

BearingPoint’s High Technology Strategy Practice Helped big companies and gov’t agencies find new markets

Enthiosys Overview

just the basics

Enthiosys, Inc. An Agile product management consulting

firm founded in 2003 by Luke Hohmann.

We help clients achieve business agility: delivering great results, not just great software.

Services designed to improve products, processes and the people who drive them.

A Set of Services

continuous customer collaboration to understand complex markets and provide input throughout the development process

agile transformation of your entire company to leverage the power of Agile product development and management

pricing, licensing and creation of business models to capture the full value of your solutions

product roadmaps for individual products and portfolios with processes and best practices to sustain them over time

service design to improve the customer experience by delivering a whole product solution and additional revenue

Designed for Business Agility

Enthiosys Team

20 F/T and P/T consultants Luke Hohmann, Founder/CEO Scott Gilbert, President Rich Mironov, CMO Dan O’Leary, CTO

Thought leaders 4 books, monthly newsletter, Agile blog Frequent webinar and conference speakers Leaders in our industry associations

Selected Clients

Who Is Here?

show of hands

Raise Your Hand If…

You are a mobile app developer You build apps as a hobby, $ is 2nd

You build apps for a living, $ is 1st

You build apps for your company You build apps for other companies You have ever done any market research You have been part of killer app effort that

started with market research Will you share your story?

Mobile Market Research

lets talk about it

The Mobile Apps Pie is Big

£

And Growing…Fast

And Changing…Fast

Which is Great…But

Your Slice May be Small

£

BECAUSE…

Market is Fragmented Many Ways

Category Platform Distribution Geography Carrier User/Chsr

Entertainment iPhone Apple Store China Verizon Individuals

Productivity Android Android Mrkt Asia AT&T Consumers

Social Media Windows Mobile Mrkt UK Sprint Prosumers

Communication Symbian Horizon EU TMobile Enterprise

Navigation Rim BB World N. America Clearwire CIO’s

Utilities Java Handango S. America EchoStar Dept’s

Business OVI Store, etc. ROW Individuals

Everyone Segments it Differently

33.6

21.420.1

16.9

13.912.4 12.3 12.0

8.9 8.7 8.3 7.7 7.7 7.2 7.1 6.24.1 3.0 2.6 2.2 1.5 1.2

45.2

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Source: Mobile Media Measurement – Mobile Internet Report

Source: Distimo Report, Aug 09

For Different Reasons

Business Models & Pricing Issues Add to the Complexity

title category priceiRa Pro Business 899.99MobileNavigator Europe Navigation 99.99Air Sharing (Doc Viewer) Productivity 4.99OmniFocus Productivity 19.99Things Productivity 9.99BeejiveIM 3.0 with Push Social Networking 9.99Tweetie Social Networking 2.99Midomi Music Identifier Music 4.99LogMeIn Ignition Productivity 29.991Password Productivity 4.99Jaadu VNC Productivity 24.99Antidote Mobile -Dictionnaires Reference 19.99Super Monkey Ball Games 5.99

Top 50 Grossing Apps by AppsFire

And Your Preferences Too

WHICH MAKES UNDERSTANDING, RESEARCHING & SUCCEEDING IN THE MOBILE APPS MARKETVERY HARD

SO WHAT SHOULD YOU DO?YOUR HOMEWORK

What is Market Research?

Market research is about finding answers to questions that deal with whether or not there is a market for your product It should be a systematic, ongoing

process that never truly ends… But at certain points in time, should

produce actionable results

Market Research Goals

Reduce risk and make better business/product decisions by focusing on specific questions Understand dollars, growth rates,

segments and their characteristics Understand market trends,

competitors, value chain, ecosystem Understand business model pricing

(level/structure) issues

How Do We Do It?

The answer to this question is changing constantly. 5 years ago I would have given you

a much different answer than today. The web, mobile web, social media

and other technologies and tools are changing the way we go about it.

Be like Google? ...Almost

Few of us can afford to throw things against the wall to see what sticks. Most of us can’t give everyone 20%

of their time to experiment. So, we need to learn fast, cheap &

early to make good choices about what goes into development. Then, like Google, observe market

reaction and iterate to a better place.

Start With Secondary Research For Trends and the Big Picture

Industry web sites, analysts, associations and conferences…thanks Symbian!!

Keep on top of it though!

NOTE: http://www.mobileappevent.com

Then Figure Out Your Specific ?’s Which May Include…

What exactly to build? Does it already exist? If you build it… Will they find, pay, use, keep using, promote?

Who to build it for? How many of them are there?

A Market Research Process

What are your questions/goals? What will you do with the answers?

What data is needed to answer the questions?

Acquire the data.

Process / analyze the data.

Present results and take action.

Segmentation is Usually About Who

Market segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product needs

Market segmentation is used as a strategic marketing tool for defining markets and thereby allocating resources

Market segmentation is the science of dividing a large market into small pieces that you can prioritize and dominate

Market segmentation is done with digits/#’s Market segmentation is essential Market segmentation is available free

This Market Segments On What

Entertainment Casual games (personal/social) Music, photos, videos, etc. Social networking

Communication Talk, E-mail, SMS,

Personal productivity Notes, calendar, address book,

Enterprise productivity

Some Data Sources

OMMA Mobile - Mobile Media Nielsen Online

RCR Wireless - crwireless.com Top 50 App - appsfire.com Mobile market research - Simon Judge Inside Mobile & Wireless, Frost & Sullivan Mobile App Bussiness Network

mobileappnetwork.ning.com CTIA - ctia.org

Categories of Data Acquisition Tools

Social based market research Crowd sourcing or prediction markets Market listening tools Rapid prototyping tools Collaboration tools Service providers who track for us

Some Tools to Consider

Mob4Hire - mob4hire.com Crowdcast - crowdcast.com Jive - jivesoftware.com Aardvark - vark.com LinkedIn – linkedin.com Twitter – twitter.com Google Alerts – Google.com SurveyMonkey - surveymonkey.com Innovation Games – innovationgames.com Spigit - spigit.com Distimo - distimo.com

Make Market Research Plans

lets do it

What to Do Now

Stand up and organize into groups of 4-6 Find people who you don’t know and who

work in different app segment than you Pick a scribe Pick a spokesperson Settle down and wait for next slide

You’ve Got 45 Minutes To Pick a project Create product concept description List key features, capabilities, etc. Define a target market segment Create a plan to validate your concept What questions to ask What data to gather What resources/tools to use How you’ll decide

Execute your plan (some portion) Be Creative, Have Fun

Thanks to people who helped me with my mobile market research

Joe Jasin Laura Merling Noel Adams LinkedIn Answers Aardvark Community Twitter Community

innovationgames.com

lets check it out

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