2. Consumer mobile product
❯ Millions of users (hopefully)
❯ Tastebecomes a quantifiable metric
❯ Ecosystem provides implicit & explicit feedback
❯ Cloud architecture (frequently)
❯ Services easily become data intensive
❯ Data-driven product decision making
❯ State-of-mind during planning & execution
Yuval Ariav, Chief Architect
@yuvalariav
3. Example: A/B testing (1)
A B
18.6% 31.8%
+70.1%
Yuval Ariav, Chief Architect
@yuvalariav
4. Example: A/B testing (2)
A B
2.00% 1.00%
+102%
Yuval Ariav, Chief Architect
@yuvalariav
5. Onavo – overview
❯ Puttingsmartphone users in control of
their mobile data usage
❯Make mobile data more transparent
❯Shrink mobile data volumes
❯ Helping users save money on monthly bills
❯ Serving users in 150 countries, 290 mobile
operators
Yuval Ariav, Chief Architect
@yuvalariav
7. Phase 1 – Overview
❯ Beta program before launch
❯Test architecture
❯Evaluate compression rates
❯Build up a friendly user base
❯ Bare minimum
❯Registration (e-mail)
❯Device configuration
❯Saving statistics
Yuval Ariav, Chief Architect
@yuvalariav
9. Lessons learned – phase 1
❯ It’s never too early to start A/B testing
❯Use Beta / testing phases to collect “product
intelligence”
❯ Run an A/B-test-friendly operation
❯Planinformation oriented architecture
❯Design a “test modular” product
❯Have a flexible BE to complement
Yuval Ariav, Chief Architect
@yuvalariav
14. Lessons learned – phase 2
❯ Money talks, but not always
❯DoV isn’t a substitute for clarity
❯Experiment with different conversion
approaches (walkthrough, goal, etc.)
❯ Measure through
❯Tag users into cohorts ASAP
❯ Planyour data for troubleshooting /
optimizing
Yuval Ariav, Chief Architect
@yuvalariav
16. Phase 3 – overview
❯ A coupleof months in
❯ Growth based on mainly on PR
❯Popular blogs
❯Weekly / monthly infographics
❯User reviews
❯ In-app
mechanisms for sharing on social
networks
not high enough…
❯Kvirality
❯Looking to improve virality
Yuval Ariav, Chief Architect
@yuvalariav
18. Behind the scenes
❯ Everything is metered
❯Who’s* sharing?
❯Who* with?
❯How effective?
❯When?
❯ Couple numbers with service events
❯“User saved >50MB / $10 overall”
❯“User saw 90% savings on a single app”
Yuval Ariav, Chief Architect
@yuvalariav
19. Lessons learned – phase 3
❯2 types of shareable content
❯Content you “shout” about (share)
❯Content you “whisper” about (invite)
❯ Sense of accomplishment / progress goes
a long way
❯ Measure everything
❯Quantifysentiment / identify advocates
❯Use as an internal meter
Yuval Ariav, Chief Architect
@yuvalariav
20. Phase 4
MOVING TO A PAID MODEL
Yuval Ariav, Chief Architect
@yuvalariav
21. Phase 4 – overview
❯ Evaluating business models
❯ Key questions
❯How to frame the offering?
❯What payment model to use?
❯What charging model to use?
❯What to charge for the offering?
Yuval Ariav, Chief Architect
@yuvalariav
22. Framing the offering
❯ “Raw” technological offering
❯50% optimization of mobile apps’ data
❯2 distinct product messages
❯“Pay less”
❯“Onavo helps you save 50% on your data”
❯“Do more”
❯“Onavo lets you double your data plan”
❯ Reaching out to potential users
Yuval Ariav, Chief Architect
@yuvalariav
24. Picking the model
❯ On top of product messaging
❯Payment model
❯Paid app?
❯Freemium?
❯Trial?
❯Charging model
❯Pricetiers
❯Pay per X
❯Renewable subscription
❯ Again – reaching out
Yuval Ariav, Chief Architect
@yuvalariav
25. Testing potential models
How much would you be willing to pay per month to get more out of you data plan?
1. $0.99
2. $1.99
3. $2.99
4. $3.99
5. $4.99
Yuval Ariav, Chief Architect
@yuvalariav
26. Testing potential models
Would you be willing to pay a $2.99 monthly subscription to get more out of
your data plan?
1. Yes
2. No
no
Would you be willing to pay at all? no
1. Yes
2. No
yes
yes
How much would you be willing to pay?
…
Yuval Ariav, Chief Architect
@yuvalariav
27. Lessons learned – phase 4
❯ The answers you get are only as good as
the questions you ask
❯Use neutral wording
❯Be accurate
❯ Less is more
❯Remember attention span is limited
❯Consider cohort sizes
❯ Be creative about reaching out
Yuval Ariav, Chief Architect
@yuvalariav
28. Lessons learned - overall
❯ Get in a data-oriented-decision state of mind
❯ Design your operation around making informed decision
❯ Plan ahead, data-wise
❯ Learn from others’ product decisions, but don’t
generalize
❯ Product decisions are often not optimal when taken out of
context
❯ A/B testing will make your business excellent, but it
won’t make it a business
❯ Doesn’t substitute business plan, marketing, etc.
Yuval Ariav, Chief Architect
@yuvalariav