Demo Lab 1_Scott Gilbert_Enthiosys

8/14/2019 Demo Lab 1_Scott Gilbert_Enthiosys

1/42

Upstream Research 4 Downstream Returns

Scott Gilbert

President

Enthiosys, Inc.


2/42

Today's Flow

I talk about me

I talk about Enthiosys

I learn about you

15 Min Break

We build and share market research plans

15 Min Break We check out a tool

You get free stuff


3/42

About Me

just so you know where Im coming from


4/42

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

BearingPoints High Technology Strategy Practice

Helped big companies and govt agencies find new markets


5/42

Enthiosys Overview

just the basics


6/42

Enthiosys, Inc. An Agile product management consulting

firm founded in 2003 by Luke Hohmann.

We help clients achieve business agility:

e ver ng grea resu s, no us greasoftware.

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


7/42

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 thepower of Agile product development and management

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

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

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


8/42

Designed for Business Agility


9/42

Enthiosys Team

20 F/T and P/T consultants

Luke Hohmann, Founder/CEO

Scott Gilbert, President

,

Dan OLeary, CTO

Thought leaders

4 books, monthly newsletter, Agile blog Frequent webinar and conference speakers

Leaders in our industry associations


10/42

Selected Clients


11/42

Who Is Here?

show of hands


12/42

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 other companies

You have ever done any market research

You have been part of killer app effort thatstarted with market research

Will you share your story?


13/42

Mobile Market Research

lets talk about it


14/42

The Mobile Apps Pie is Big


15/42

And GrowingFast


16/42

And ChangingFast


17/42

Which is GreatBut

Your Slice May

be Small


18/42

BECAUSE


19/42

Market is Fragmented Many WaysCategory 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 CIOs

Utilities Java Handango S. America EchoStar Depts

Business OVI Store, etc. ROW Individuals


20/42

Everyone Segments it Differently

33.6

21.420.1

16.9

45.2 Source: Distimo Report, Aug 09

13.912.4 12.3

12.08.9 8.7 8.3 7.7 7.7 7.2 7.1

6.2

4.13.0 2.6 2.2

1.5 1.2

Portals

E-Mail

W

eather

News&Current

Events

Search

Enterta

inment

CityGuides/Maps

SocialNetworking

Sports

Music

Games

Technology/S

cience

Videos/Movies

Business/F

inance

News

Food

/Dining

Banking/Online

Trading

Shopping/A

uctions

Travel/V

acation

Health/Fitness

Education/Employment

Automotive

RealEstate

Adult

Source: Mobile Media Measurement Mobile Internet Report


21/42

For Different Reasons


22/42

Business Models & Pricing Issues

Add to the Complexitytitle category price

iRa Pro Business 899.99

MobileNavigator Europe Navigation 99.99

Air Sharing (Doc Viewer) Productivity 4.99

OmniFocus Productivity 19.99Things Productivity 9.99

BeejiveIM 3.0 with Push Social Networking 9.99

Tweetie Social Networking 2.99

Midomi Music Identifier Music 4.99

LogMeIn Ignition Productivity 29.99

1Password Productivit 4.99

Jaadu VNC Productivity 24.99

Antidote Mobile -Dictionnaires Reference 19.99

Super Monkey Ball Games 5.99

Top 50 Grossing Apps by AppsFire


23/42

And Your Preferences Too


24/42

WHICH MAKES UNDERSTANDING,RESEARCHING & SUCCEEDING IN

THE MOBILE APPS MARKETVERY HARD

SO WHAT SHOULD YOU DO?

YOUR HOMEWORK


25/42

What is Market Research?

Market research is about finding

answers to questions that deal withwhether or not there is a market for

It should be a systematic, ongoingprocess that never truly ends

But at certain points in time, shouldproduce actionable results


26/42

Market Research Goals

Reduce risk and make better

business/product decisions byfocusing on specific questions

, ,segments and their characteristics

Understand market trends,

competitors, value chain, ecosystem Understand business model pricing

(level/structure) issues


27/42

How Do We Do It?

The answer to this question is

changing constantly. 5 years ago I would have given you

.

The web, mobile web, social mediaand other technologies and tools are

changing the way we go about it.


28/42

Be like Google? ...Almost Few of us can afford to throw things

against the wall to see what sticks.

Most of us cant give everyone 20%of their time to experiment.

So, we need to learn fast, cheap &early to make good choices aboutwhat goes into development.

Then, like Google, observe marketreaction and iterate to a better place.


29/42

Start With Secondary Research

For Trends and the Big Picture

Industry web sites, analysts, associations

and conferencesthanks Symbian!!

Keep on top of it though!

:

http://www.mobileappevent.com


30/42

Then Figure Out Your Specific ?s

Which May Include

What exactly to build?

Does it already exist? If you build it

, , , ,

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


31/42

A Market Research Process

What are your questions/goals?

What will you do with the answers?

What data is needed toanswer the questions?

Acquire the data.

Process / analyze the data.

Present results and take action.


32/42

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 therebya oca ng resources

Market segmentation is the science of dividing alarge market into small pieces that you canprioritize and dominate

Market segmentation is done with digits/#s Market segmentation is essential

Market segmentation is available free


33/42

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


34/42

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


35/42

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


36/42

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


37/42

Make Market Research Plans

lets do it


38/42

What to Do Now

Stand up and organize into groups of 4-6

Find people who you dont know and whowork in different app segment than you

Pick a spokesperson

Settle down and wait for next slide


39/42

Youve Got 45 Minutes To Pick a project

Create product concept description

List key features, capabilities, etc.

Define a target market segment

rea e a p an o va a e your concep

What questions to ask

What data to gather

What resources/tools to use

How youll decide

Execute your plan (some portion)

Be Creative, Have Fun


40/42

Thanks to people who helped me

with my mobile market research

Joe Jasin

Laura Merling Noel Adams

Aardvark Community

Twitter Community


41/42

innovationgames.com

lets check it out


42/42

Free Stuff For You

100 Tokens to Play @www.InnovationGames.com

Sign Up, Send Mail, Get Tokens

Demo Lab 1_Scott Gilbert_Enthiosys

Documents