How to conduct product positioning and market analysis for mobile internet products

From the product design point of view, mobile Internet products and the essence of Internet products is the same, regardless of how the terminal form changes, product functionality or the same, because the mobile phone pc present way, but there are differences.

From the user experience process, mobile Internet terminal characteristics, determines the mobile phone business process to have simple, convenient, direct, especially on the PC registration process, the phone input method decided to be cautious for login, registration.

(1) Product positioning

Product positioning: is the auxiliary line products to expand mobile phone channels, or as a new key business. Now because of the immature mobile Internet environment, many products (original Internet products) are as a strategic layout exists. And for mobile phone app, mobile games, etc. specifically for mobile phone business, it is essential to the core functions, experience to achieve the ultimate.

How to behave: WAP station or client form. Which WAP station is divided into text version of the wap1.0 website, wap2.0 divided into standard and bright color version and compatible touch screen mobile phone web App version. The client is divided into: iphone/android/symbian/win7 client and so on. (The smartphone experience is better, but the number of users and benefits is still not as good as low-end handsets, Symbian is still mainstream, Android, iphone will be in the next 2-3 years.) Need to combine the actual situation of the company's business and users to select Client development).

(2) Market analysis

Competitor Analysis: What platform clients to develop, what functions to provide, content composition, what features policy concessions, operating promotion methods, select a few competitors to do business analysis, thinking about each other's product strategy and operating methods, analysis of product features and business processes.

User analysis: User groups (mobile Internet user-driven: grass-roots users-elite users, user habits are different from the PC), mobile payment user size (150 million online users), user needs: grasp the demand pain point.

Market Analysis: Market size, channel support, mobile payment,

Core competitiveness: To enter the industry's advantages, SWOT, can do a large number of

(3) Functional Requirements

Traditional requirements include: from user requirements, from operational requirements, from competitor functionality, from web porting.

The basic principles of web products porting to the client: satisfying the basic and core functions, removing additional functionality, not migrating from the web side; Consider the characteristics of mobile phones, such as two-dimensional code, geographical location, interactive features, to do specialized optimization.

The functional structure is formed after the requirement analysis.

(4) Business process and PRD

User flow: Analyze the user to enter the site flowchart, Task flow chart (on the phone to minimize the registration process, such as unregistered channel;), the mobile phone on the process to be different from the PC, for the user experience to do moderate optimization (consider the mobile phone's interactive characteristics, especially to comply with platform characteristics)

Information Architecture: Navigation and information presentation, direct and at a glance. Small screen do not think of more content stuffed, interface layout to be easy to understand; layout to take into account the flow and the speed of the mobile phone, the picture to do optimization, picture size to be limited, to fully consider the loading time of the page and data read return time.

PRD: Write PRD, mobile phone products I am more accustomed to using PPT, in the page to write the documentation can also provide interface prototype.

(5) Interactive design: Client adaptation, screen and resolution

Suitability refers to the client application can operate on a variety of mobile terminals, different phone terminals screen size, resolution is not the same, keyboard and touch screen also need to consider. WAP Station and the client's adaptation principle is not the same, WAP may be used 1.0, 2.0, color version and standard version to deal with, the client will do a special app program (to do the client cost, multi-platform is the technical threshold to be overcome). Now popular web app and thin client (that is, BS+CS, client nested WAP station), is a multi-platform adaptation of 2 kinds of solutions.

Common screen Size: 2.4 Deposit, 3.5 inch, 3.7 inch, 4.0 inch, etc.

Common screen Resolution: 240x320px, 320x480px, 480x640px, 480x800px, etc.

Mobile Internet imagination Space is very big, fortunate enough to step into this field, learn and grow.

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