What is Mobile Product Management?
August 12, 2018
August 12, 2018
Every product has a different set of specific challenges based on the environment, industry, team size, creation process and management and even within the same type of field such as software development, there are subtle differences between how a product manager would work for mobile product management versus a web based software product management. While overall there are golden rules of product management such as constant prioritization of your product roadmap, work closely with users to get feedback on product features and always keep an eye on the competitive and industry landscape to drive the product forward, here are some specific items for mobile product management to be successful.
Mobile Product Management Metrics
Product managers need to be constantly looking at data points to drive best decisions on what features should be added to the product roadmap. While metrics for products can be similar as far as leads and sales, there are some specific differences for a mobile product that also need to be accounted for.
Here is a list of metrics that a mobile product manager should be taking into consideration:
- Monthly Active Users (MAU)
- Daily Active Users (DAU)
- Session length
- Session interval
- Time spent in-app
- Conversion rate
- Churn rate
- Retention (28 day or otherwise)
- In-app revenue
- Customer lifetime value
Supported Mobile Devices
When building a mobile product, mobile product management can get a little tricky as each device such as an iPhone, Andriod or Blackberry all have different operating systems and can allow for different built in functionality of the hardware within the device. Mobile product managers need to define what is in scope of their product, what devices will be supported and depending on the development approach may need to maintain a separate mobile product roadmap for each device since the development language in place for an iPhone is very different than an Andriod for example. While there are some languages that allow you to create a single code base that can be used on many platforms, they also are limited in which features you can use within the device when you take that approach so defining the device scope of a mobile app is critical and then managing a product roadmap for each device to ensure you keep track of the differences and features needed for each to be successful.
App Store Rank and Presence
A large part of mobile product management is competitor analysis and for mobile product managers, this requires spending a lot of time learning about app stores for the specific devices they plan to launch on. The app store such as iTunes for iPhones is where all competitors will be posting their product information looking for downloads and laying out their feature offerings. Product managers need to learn the space that exists on the app stores and figure out the competitive advantage they will be offering within that space on that device in order to make a splash when the product launches and maintain a competitive difference with other mobile apps in the same space.
One of the strongest features of a mobile device is a push notification from your mobile product app. With this, you can keep your users aware of your existing on their phone, let them know about new features, remind them to login occasionally and any other incentives you may be pushing about your mobile product to increase conversions and decrease churn. Typically, product managers and product marketers are competing with piles of emails that most users get or cold calls to try and engage users. Push notifications within a mobile app keeps your product in front of your user any time they look down at their phone and makes them aware. You need to define the right frequency and type of notifications you plan to use as too many and not interesting notification can quickly lead to a churn and uninstall while the right usage can increase product launch and usage.
Mobile product management overlaps many of the same core processes and workflow as any other field however due to the nature of a mobile product, these key areas can really help a product manager grow their product quicker by taking a deeper dive into the areas and including them in their scope of work.