Posts tagged Mobile

Social Media Revolution

Socialnomics put together a great video that demonstrates the growing marketing power for companies that use and learn to master social media tools, social networks and content optimized for mobile devices.

The video has a ton of very powerful stats on targeting and communicating effectively and honestly with consumers and show consumer trends that have only continued to accelerate in the direction indicated by the video.

“Over 96% of Generation Y-ers have joined a social network.”

“Social media has overtaken porn as the #1 activity on the web.”

“1 out of 8 couples married in the U.S. last year met via social media.”

“Facebook added over 100 million users in less than 9 months”

“iPod application downloads hit 1 billion in 9 months”

“If Facebook were a country, it would be the 4th largest.”

“80% of companies use LinkedIn as their primary tool to find employees.”

“The fastest growing segment on Facebook is 55-65 year-old females.”

“>80% of Twitter usage is on mobile devices — people update anytime, anywhere.”

“YouTube is the second largest search engine in the world.”

“Wikipedia has over 13 million articles – studies show it’s more accurate than Encyclopedia Britannica.”

“There are over 200,000,000 blogs. 54% of bloggers post content or Tweet daily.”

“25% of search results for the world’s top 20 largest brands are links to user-generated content.”

“34% of bloggers post opinions of products & brands.”

“People care more about how their social graph ranks products and services than how Google ranks them.”

“78% of consumers trust peer recommendations. Only 14% trust advertisements.”

“Only 18% of traditional TV campaigns generate a positive ROI.”

“25% of Americans in the past month said they watched a short video … on their phone.”

“35% of book sales on Amazon are for the Kindle.”

“24 of the 25 largest newspapers are experiencing record declines in circulation.”

“More than 1.5 million pieces of content are shared on Facebook daily.”

Still think social media is a fad?

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Product Management for Mobile Gaming

As an aspiring tech CEO, I have been told numerous times that being an “A+” Product Manager will provide the experience, understanding and discipline to become a great CEO and to lead an accomplished company.

I often provide strategy and product development guidance to some of our portfolio companies; however, I wanted a more immersive experience and to be part of the excitement of startup life. So over the last several months, I increased my assistance to a particular portfolio company in the Toronto area, which I believe is well positioned in the marketplace. Strategy discussions with management of this company led to a conversation to bring me on-board as Product Manager of a new mobile social game at the idea stage. Eager to help the company succeed and to gain additional experience, I undertook a more formal responsibility on evenings and weekends as Product Manager. It was a perfect fit for both the company (lacked product management capabilities) and my career ambitions.

As part of the team, I faced my first challenge: Figure out the best way to manage the development team and the product. I evaluated several methods of product development and eventually settled on SCRUM since it is ideal for agile development with rapid iterations and incremental updates — perfect for an iPhone game.

ScrumLargeLabelled

For product managers that are new to SCRUM, be sure to check out the SCRUM Reference Card (great overview) and beginners SCRUM Guide (fairly basic). These were helpful resources in my quest to better understand this product development process.

It was my next goal to conceive of a process to coordinate everyone’s collective efforts on the team to come up with ideas and potential features for the game and to convert that list into the Initial Release Plan and Product Backlog for the game. I created a spreadsheet in Google Docs and shared it with the team. I wanted to be a very transparent Product Manager and show the team everything that I saw — idea list, resource planning, timeline estimates, business value associations to product features, etc… I did this because I believe that transparency will help the team better understand my points of view and decision-making rationale.

Since I am continuing to learn, I invite you to have a look at the Initial Release and Version planning spreadsheets that I created to manage the product development process. Naturally, I stripped out any game-specific information, removed the names of people involved and altered values so that it would no longer represent our plan in any fashion. Other small changes to this public version include:

  • For the idea list tab, each item should be a minimum of 4 hours to a maximum of 16 hours only; tasks less than 4 hours should be placed on each developers Scratch Pad and aggregated into an item on the list; tasks greater than 16 hours should be broken down into components (if possible) to fit within the 4 – 16 hours window for ideal planning purposes.
  • Each developer would have his or her own “Scratch Pad” (the demo version only shows 2).
  • The only tab that was completely removed was the method by which we determine business value for each product feature.
  • The “Product Backlog” tab is dynamically driven from the “Idea List” tab and broken-down into version and sprint for each assessment; a tip for collecting the unique “Groups” is to export the long list of Groups from the “Idea List” into Excel and create a Pivot Table, then select the grouping and extract the unique elements to import back into Google Docs.
  • In the “Product Backlog” tab, you should determine your own complexity factor for the project  (a guide to determining this factor can be found in the SCRUM Guide linked above).

I would love to hear your questions, comments and (hopefully) suggestions to further improve what I have already created in hopes of making this effort more successful. If you would like a copy of my example spreadsheet, please let me know and leave me your email address in the comments section below; I’ll make sure to get you a copy either on Google Docs or as an export to MS Excel.

My next post will discuss putting this plan into action.

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The Future of Contextual Mobile Commerce

In the early days of the gold rush to create location aware and contextually relevant mobile applications for smartphones, I was constantly bombarded with business plans that showed revenue models driven from advertising. Although advertising is a plausible way of earning revenue, there is a high level of inherent risk since those businesses are largely at the mercy of market rate CPMs/eCPMs and available ad inventory (unless you have a rockstar in-house ad sales team). Ad inventories are beginning to improve as advertisers are becoming more and more aware of the high interaction and engagement rates of mobile ads. However, for startups looking to differentiate in their niche, monetizing solely through ads is a risky road to travel. That being said, I believe that ads are still relevant  for *lite* versions of apps that supplement a paid model of some form and for monetizing certain consumers that would not otherwise become a paying customer.

Tim O’Reilly wrote a short article last week on the convergence of Advertising and E-commerce and I thought he hit the nail right on the head. He says that “E-commerce is the killer app of the phone world. Anyone whose business is now based on advertising had better be prepared to link payment and fulfillment directly to search, making buying anything in the world into a one-click purchase. Real time payment from the phone is in your future.” I completely agree. Square is a great example of real-time point-of-sale (POS) coming to iPhone.

In the article, O’Reilly arrives at this conclusion by making a few theories about what can be expected from the marketplace based on some recent announcements and common sense:

  • Google, Apple, and Microsoft will announce e-commerce programs akin to AdSense, in which retailers will register with “app stores” to allow physical goods and services to be bought as easily as apps
  • We can expect announcements of partnerships between phone providers and Amazon or Wal-Mart to fulfill mobile e-commerce requests

There are a number of mobile apps that are positioned well to capitalize on some of these trends such as foursquare and other mashups of local and geocoded information. IMHO, there is a more exciting category that is only starting to gain excitement. Companies like Layar, Tonchidot (Sekai Camera), Mobilizy (Wikitude) and TAT (Recognizr) are creating augmented reality browsers and applications that use location data and combine it with image recognition technology to recognize specific people or places in the physical world and allow the application user to interact with them in some capacity. I strongly believe that these are some of the fundamental technologies that will make this category of future applications possible. By linking interaction of location-aware data through to payment and fulfillment functions, one can point a phone at a local pizza restaurant and order a pizza to their home en route. Another example may be pointing a phone at a friend and performing a money transfer with only a few clicks.

What killer apps can you think of that combine hyperlocal, e-commerce and fulfillment?

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2010 Mobile Trends via Forrester

I finally had the chance to review the 2010 mobile trends predictions from Thomas Husson, a Senior Analyst at Forrester. The report hit on a fundamental concept: mobile performed exceptionally well during the 2009 economic recession. To reflect on this, the industry has really been bullish from an M&A perspective. As the year came to an end, the M&A market began to pick up with a number of acquisitions including the now-over-hyped Google purchase of AdMob as well as the Apple acquisition of Lala (music streaming service). Thus far, 2010 has seen continued M&A activity, with emphasis on mobile advertising companies including Quattro Wireless being acquired by Apple and Ad Marvel being acquired by Opera. Larger industry players are plucking companies to secure their seat at the table to reap the profits that the mobile industry is beginning to offer maturing companies. There is also a flurry of investment activity surrounding mobile games companies (which I will leave for another post).

The 2010 Mobile Trends report offers these high level statements:

  • More brands will start taking the mobile web into account in their strategies.
  • Innovation in mobile payments will accelerate.
  • Google will shake up the mobile navigation business.
  • Location will start enabling richer mobile experiences.
  • Social Computing and mobile phones will expand their love affair.
  • Live mobile TV will be hyped again.
  • The OS arms race will heat up.
  • Application stores will continue to flourish, but none will replicate Apple’s success in 2010.
  • Some operators will want to reduce their increasing dependency on Apple.

Read the Forrester blog for a deeper dive into these trends.

My $0.02 on the “Live mobile TV” Trend
If you’re a die-hard TV fan, getting live TV to your mobile phone has been around for a while from Slingbox, which allows you to stream shows from your PVR/DVR at home to a BlackBerry or iPhone. In 2010, I believe much more than live mobile TV is going to heat up in the mobile video segment. Since mobile carriers are now extending the capabilities of their networks beyond 3G, such as the multiple WiMax network deployments by Clearwire/Sprint, higher-quality mobile video finally has rails that can support its intense-bandwidth needs. This means more services that will bring consumers music videos, concerts, plays, festivals, live sporting events, tv shows (live and archived), movies (full length and in bite-sized snacks) — and my personal favourite — video-calling. I’m quietly keeping my fingers crossed that the iPhone 4G supports video calls! One last thing, mobile advertising networks will likely be the default solution to monetizing “lite” apps; as mobile video continues to build traction, watch out for hype surrounding mobile video advertising to heat up.

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