This is a talk/workshop II gave at the Symbian Exchange and Exposition.

1. Upstream Research 4 Downstream Returns
Scott Gilbert
President
Enthiosys, Inc.

2. 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

3. About Me
just so you know where I’m coming from

4. 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

5. Enthiosys Overview
just the basics

6. 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.

7. 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

8. Designed for Business Agility

9. 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

10. Selected Clients

11. Who Is Here?
show of hands

12. 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?

13. Mobile Market Research
lets talk about it

14. The Mobile Apps Pie is Big
£

15. And Growing…Fast

16. And Changing…Fast

17. Which is Great…But
Your Slice May
be Small
£

18. BECAUSE…

19. 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

20. 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
Games 8.9
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

21. For Different Reasons

22. 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

23. And Your Preferences Too

24. WHICH MAKES UNDERSTANDING,
RESEARCHING & SUCCEEDING IN
THE MOBILE APPS MARKET
VERY HARD
SO WHAT SHOULD YOU DO?
YOUR HOMEWORK

25. 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

26. 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

27. 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.

28. 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.

29. 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!

30. 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?

31. 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.

32. 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

33. 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. 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. 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. 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. Make Market Research Plans
lets do it

38. 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

39. 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

40. Thanks to people who helped me
with my mobile market research
 Joe Jasin
 Laura Merling
 Noel Adams
 LinkedIn Answers
 Aardvark Community
 Twitter Community

41. innovationgames.com
lets check it out

42. Free Stuff For You
100 Tokens to Play @
www.InnovationGames.com
Sign Up, Send Mail, Get Tokens