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Product Launch CTIA 2005

Product Launch CTIA 2005. Michael Heavener. Overview - UIEvolution at CTIA. Objective of product launch Deliverables Strategy/development plan Teams/collaborations Workflow/production Execution and exhibition Challenges/obstacles Post-show wrap up. UIEvolution at CTIA.

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Product Launch CTIA 2005

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  1. Product LaunchCTIA 2005 Michael Heavener

  2. Overview - UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  3. UIEvolution at CTIA • Objective of product launch • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  4. Objective of product launch • Announce launch of new product • Re-introduce company to marketplace • Re-establish image with existing customers • Position company as large player • Demonstrate products and development processes • Develop business with new customers

  5. Launch new SDK v.1.5 • Postcard with download URL • Redesigned website with added functionality for new SDK • Demonstration applet (weather/NOAA feed)

  6. Company emerging • Focused on future • Buy-out behind and accomplished • New vision of future • New products and services

  7. Existing customers • Re-establish partnerships • Make sure we’re known • Remind that more is available

  8. UIE is well-positioned • Wholly-owned by large Japanese firm • Solid financial backing • Independent operating status • Competitive products • Already used by large content producers • Disney • ESPN • GoComics, Starwave, Mobile Lingo “Hip Hoptionary”

  9. Plenty to talk about • Variety of new products • Strong development process • Available and willing to experiment • Ready to help in any possible way • Flexible business models

  10. Embrace new business • Expanding customer base • Open to variety of revenue models • License developer environment • Build custom applications • Split/share content publishing returns

  11. UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  12. Deliverables • Booth and signage • Printed collateral • Info sheets • Postcard with download URL • Website • Incentive/promotional items • Booth “uniforms” • PR/publicity • Press kit

  13. Trade show booth • UIEvolution staff meets CTIA visitors to discuss a range of business opportunities • See photo images/inbooth.jpg • Booth design centers around Development, with additional topic areas for: • Consumer applications • Consumer games and media • Framework • Cross-platform • See photo images/pods.jpg

  14. Branding for UIEvolution • Signage in booth • Sizable and visible • See photos images/development.jpg and images/framework.jpg • Corporate logo - big, and everywhere • Nothing competes with placement • See photos images/boothtower.jpg and images/boothview.jpg

  15. Product launch support • Postcard with download URL • See photo images/postcard.jpg • Demonstration applet (weather/NOAA feed) • See photo images/uieweather.jpg • Test weather applet demo - wx.exe

  16. Collateral/Internet • Redesigned website with added functionality for new SDK • See photo images/website.jpg • Or http://www.uievolution.com/ • Supportive print collateral • Consistent messages and graphics • See photo images\techoverview.jpg

  17. Other support • USB 256K memory “swiveldrive” • See photo images\swiveldrive.jpg • Matching booth shirts • Two polo style and one long-sleeve button collar • See photos images\poloshirt.jpg and images\longsleeve.jpg

  18. UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  19. Strategy/development plan • Determine corporate message strategy • Determine message vehicles • Determine consistency patterns • Develop scope and need • Build time lines • Determine budget

  20. Corporate message strategy • Determine real message • Determine audience(s) • Determine depth of messages

  21. Message vehicles • Booth (obvious) • Collateral • Website • Word-of-mouth (informal/buzz) • Customers point to us • Publicity (formal)

  22. Consistency patterns • Keep it simple • Say the same thing • Similar graphic look-and-feel

  23. Scope and need • Who will manage project segments • Who will do what tasks • Who will follow up/take responsibility • Who will address failure to achieve • Who will determine and enforce cut-offs • Who will say “We’re done”

  24. Time lines • Fixed end date • Show’s doors open at 3 p.m. Sept. 27 • Work backwards to segment start dates • Develop interim milestones/handoffs

  25. Budget/cost centers • Booth/show biggest expense • Development/applications high • But assigned to other containers • Airfare and hotel/lodging • Publicity/PR • Ongoing but show specific • Collateral/incentives lowest

  26. UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  27. Teams/collaborations • Development team • Applications team • Marketing/copywriters • Graphics team • Vendors • Booth • Promotions • Printer • PR/publicity agency

  28. Development • Core team/Tools team • Finalize new product (SDK v.1.5) • Bring new servers online • Create additional scripts to support demos • Create “Quick Start Guide” • Finish documentation

  29. Applications • Create demonstration applets • Weather applet showing NOAA feed • Media viewer/player accepting any http feed • Sports player for larger customer (ESPN) to announce during show • Large application for release with December launch of big-budget animated film (Disney)

  30. Messaging team • Marketing manager (president) • Copywriters • Dev team’s documentation writers • Product manager

  31. Graphic designers • Gaming graphics developer • Web designer • Product manager (graphics supervisor) • Booth vendor (signage) • Print graphics designer (collateral)

  32. Vendors - 1 • Booth • Design/construction • Turnkey show management • Incentives • Shirts (booth uniform) • USB swiveldrive • PSP

  33. Vendors - 2 • Printers • Collateral • Postcard • Info sheets • Publicity • Press releases/Press kit • Media and analyst pre-briefings • Schedule media briefings at show

  34. UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  35. Workflow/production • Create schedule matrix • Assign team tasks • Assign task due dates • Assign accountability trails

  36. Schedule matrix • Weeks - horizontal • Tasks - vertical • Showing • Owner • Due date • Gantt tick for on/off schedule • See photo images/devplan.jpg

  37. Team tasks • Determine overall team tasks • Assign completion to team leader • Assign follow-up responsibility • Determine review process

  38. Due dates • Determine task due dates • Assign adherence to team leaders • Assign follow-up responsibility • Determine review process • See photo images/devsched.jpg

  39. Accountability • Determine who will take responsibility • Assign accountability review • Assign alternate/backup responsibility for high impact items • Assign reporting/supervisory trails

  40. UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  41. Execution and exhibition • Weekly task manager meetings • Task leaders invited/encouraged to attend • Publish time line/dev plan to all teams • Telephone and email coordination • Teams support each other • Stage web content to new server farm • Onsite pre-staging of booth • Scope modifications

  42. Task manager meetings • Review milestones/deliverables • Update task assignments • Provide support for other teams • Modify scope as needed

  43. Publish time line/dev plan • Send updated dev plan to all team leaders • Present time line at all task manager meetings • Post time line • Intranet • On centrally located wall/white board

  44. Coordination/Communication • Mostly done through email • Weekly (and semi-weekly) conference calls with PR agency • Weekly high-level coordination meetings • Weekly summary report to president • Highlight slipped milestones • Budget summary

  45. Teams support each other • Shuffle personnel between core, tools, and apps teams • Marketing assist documentation team for “Quick Start Guide” • Docs team provide editor for collateral • Design team shuffle duties to free up time for head designer

  46. Website staged in increments • New server farm • Main application push servers • Download site • Main website content • Helpdesk (in progress) • New graphics • Most content pulled from old site

  47. Booth pre-stage assembly • Booth assembled for client review • Graphics placed • Hardware locations identified for use at show • Hardware (monitors, plasma screens, etc.) provided by show vendor not available at pre-stage • No potential problems uncovered • Booth staff utilization pre-visualized

  48. Modify scope • Decrease info sheets from five to three • Reduce amount of copy on booth signage • Change DVD loops from working apps to screen shots • Eliminate drawing/giveaway of PSPs • Add second media player to booth demonstrations

  49. UIEvolution at CTIA • Objective of product launch • Deliverables • Strategy/development plan • Teams/collaborations • Workflow/production • Execution and exhibition • Challenges/obstacles • Post-show wrap up

  50. Challenges/Obstacles • Distance • Lack of prior knowledge of industry and company • Source of information “bottleneck” • Time • Contractor status • Legal

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