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

 Portals

45.2
E-Mail

33.6
Weather

21.4
News & Current Events

20.1
Search

16.9
Entertainment

13.9
City Guides/Maps

Social Networking

Sports
12.4 12.3 12.0

Music
8.9

Games
8.7

Technology/Science
8.3

Videos/Movies
7.7

Business/Finance
7.7

News

Food/Dining
7.2

Banking/Online Trading
7.1

Shopping/Auctions
6.2

Source: Mobile Media Measurement – Mobile Internet Report Travel/Vacation

4.1

Health/Fitness
3.0

Education/Employment
2.6

Automotive
2.2
Everyone Segments it Differently

Real Estate
1.5

Adult
1.2
Source: Distimo Report, Aug 09
For Different Reasons
Business Models & Pricing Issues
Add to the Complexity
title category price
iRa Pro Business 899.99
MobileNavigator Europe Navigation 99.99
Air Sharing (Doc Viewer) Productivity 4.99
OmniFocus Productivity 19.99
Things 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 Productivity 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

And Your Preferences Too
WHICH MAKES UNDERSTANDING,
RESEARCHING & SUCCEEDING IN
THE MOBILE APPS MARKET
VERY 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!!

NOTE:
http://www.mobi
leappevent.com

Keep on top of it though!

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

 Free Stuff For You

100 Tokens to Play @

www.InnovationGames.com

Sign Up, Send Mail, Get Tokens