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三位一體： 談成功的產品規劃 A case journal of a new product from birth to success

三位一體： 談成功的產品規劃 A case journal of a new product from birth to success. Eva Chen　 陳怡樺 趨勢科技集團科技長 2003. 4 .1. 三位一體的產品規劃. 公司策略方向 與特長. 顧客需求. 新技術. Connect them. 軟體產品的生長日記. Product strategy forming Product planning and design Product development Product launching

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三位一體： 談成功的產品規劃 A case journal of a new product from birth to success

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  1. 三位一體： 談成功的產品規劃 A case journal of a new product from birth to success Eva Chen　陳怡樺 趨勢科技集團科技長 2003. 4 .1

  2. 三位一體的產品規劃 公司策略方向 與特長 顧客需求 新技術 Connect them

  3. 軟體產品的生長日記 • Product strategy forming • Product planning and design • Product development • Product launching • Product renew, upgrade, or end of life 程序，組織，例子

  4. Part 1: Product strategy Forming

  5. Company Strategy Yearly Objectives Product Roadmap Product Strategy Tech Dev Strategy Marketing Plan Marketing Strategy Channel Strategy Partnering Strategy Strategic Planning Process 24 Months 18 Months 6-12 Months

  6. Factor Influence Software Business Model Users Economics Personalization Operating company different from the User company Mobility of the user (Platfrom, machine independent) Easy deployment and use What’s not free? Changing distribution model Micro segmentation of market Highly Dynamic Business behavior Software Business Technology Revenue Model Standardized IP network Declined communication cost Agents Server Centric Computing Manufacture vs. Service model Sales Value vs. Use value How the value is caculated?

  7. 公司策略與專長 • 充分瞭解公司的大方向 ── 擴張(Diversify)? 專精？ • 充分瞭解公司的特長 ── 別叫一個造汽車的公司去賣可樂。 • 研發：公司智庫有哪些？有多深？ • 製造：產能，機器投資。 • 行銷：現有的行銷網，直銷？分銷？零售？ • 客戶層：公司客戶？個人戶？

  8. 技術走向 • What is hot now? • New technology available? • Maturity of the technology • Use case of the technology • Availability of the person that can master the technology. • Competitor’s technology • Customer acceptance of the new technology

  9. Is there a dramatic Changein the air? • Distinguish if there is a disruptive technology or a sustaining technology? Disruptive technology: Brand new way to solve the problem. Sustaining technology: better,faster and cheaper Case discussion : Netscape Browser disrupted MS GUI Plateform

  10. Strategy focus

  11. Example of role and responsibility

  12. Part 2: Product Planning and design

  13. 成功的產品開發程序 PM Executive Identify Customer problem to be solved Point out Strategic direction PM Market It & get feedback Technical Lead Development Team Find out technology solution Execution

  14. Cross the Chasm: Product Life Stage Visionary User Practical User Conservative User Power User

  15. 如何找出客戶需求Some Basic Principles • Ask about their problem, not the solution. • Ask the right customer the right question. • Distinguish buyer and user. • Do not trust the survey result blindly.

  16. Method to find customer needs • Survey questionnaire • One on One interview • Advisory board meeting • Focus group • Usability test • Prototype/Beta product usage study

  17. Product Integration Tech. Dev. Proposal Research Committee Technology Dev. Process 3 Months 9 Months 18 Months Buy or Build strategy Technology feasibility Study & alternatives Prototype Spec. Prototype Development All Engineers PMs Prototype Team Researcher Technology PM

  18. 成功的新技術研發組織 • 餘裕組織的必要性 • 什麼樣的人才適合新產品研發 • 冒險性 • 動作快 • 想像力

  19. 新技術研發組織範例 VP Research & Prototyping Technology Prototyping Development Team Technology Product Manager Technology Researchers Propose problem to be solved Proposal management. Define project scope Sell the project to product team Feasibility Study Alternative technology study Scouting new technology Propose possible solution for problems posted by Technology Product manager. Develop workable prototype Demo the concept to product team Collect feed back from the prototype And enhance the prototype. Technology transfer to the product team

  20. Part 2: Product Development Stage

  21. The P and J Sales Developers PGM GJM QA Marketing HIE PM JM TMM Localization JM Product Planner Sustain & Service Segment Mktg Successful Products!

  22. PDG Organization Field Integration RD PC QA Web PM Architect Process Engineering Group

  23. Product Development Model • Market requirement Documentation  Product requirement documentation  Architecture design documentation technical design documentation  Coding. • Use Case  Demo Script  Prototype  Customer usability test refined prototype  Architecture design technical design Documentation Coding.

  24. A Whole Product Quality Presentation(GUI) M a n a g e m e n t S e r v I c e Feature Sets Testing Program Architecture

  25. Part 3: Product Launching The Poor Man’s Tour

  26. The Poor Man’s Journal • Product internal launching • Beta Program • Analyst Tour • Press Tour • Key customer tour • Reference site • Success story

  27. Part 3: Product Renew,upgrade, or End of Life

  28. 成功的執行程序 Prototype Feasibility study Define the Scope Test market and get feedback Productize

  29. Product Life Cycle and Service Focus FAQ Knowledge base Upgrade path Support policy.. Deployment Topology Technology Usage Insight

  30. Innovation is a product of healthy culture • We use ORB (Object Request Broker) • Formal, dynamic interface management. • Support Components Uniqueness. • Object Oriented Programming --- I trust you, you trust me. Be a Trustworthy component! Creative, Communication, Change,Customer, Trustworthy

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