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Upstream Research 4 Downstream Returns
Scott Gilbert
President
Enthiosys, Inc.
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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
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About Me
just so you know where Im coming from
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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
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Enthiosys Overview
just the basics
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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.
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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
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Designed for Business Agility
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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
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Selected Clients
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Who Is Here?
show of hands
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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?
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Mobile Market Research
lets talk about it
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The Mobile Apps Pie is Big
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And GrowingFast
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And ChangingFast
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Which is GreatBut
Your Slice May
be Small
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BECAUSE
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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
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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
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
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For Different Reasons
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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
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And Your Preferences Too
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WHICH MAKES UNDERSTANDING,RESEARCHING & SUCCEEDING IN
THE MOBILE APPS MARKETVERY HARD
SO WHAT SHOULD YOU DO?
YOUR HOMEWORK
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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
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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
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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.
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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.
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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
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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?
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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.
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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
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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
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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
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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
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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
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Make Market Research Plans
lets do it
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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
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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
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Thanks to people who helped me
with my mobile market research
Joe Jasin
Laura Merling Noel Adams
Aardvark Community
Twitter Community
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innovationgames.com
lets check it out
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