This is a guest post from Al Harnisch from Prolific Interactive, an Amplitude Solutions Partner.
As the native mobile space matures, the biggest app-related issue brands face has shifted from UX and backend infrastructure to growth and monetization. Brands are learning that launching a proper native app is a great first step, but only a starting point. There’s so much more road to travel, much more product development needed, and this is where brands often get tripped up.
For a native app to drive sustainable value for a company, growth techniques must be top-of-mind for the product team from day one. If you wait until launch to invite marketing into the conversation then you’re already months behind, and the executives are impatiently waiting to see their mobile ROI. This post explains how to incorporate growth thinking and action into each major phase of product development.
Establishing a monopoly — near-total domination of a market — may seem like the ultimate marker of success. You’ve edged out your competitors, and have the ubiquitous product in your sector. But having a wildly successful product can be dangerous.
It can take your focus away from product development, and shift time and attention towards beating competitors and securing your business with sales and marketing. This can seem like the right decision in the short-term, as ramping down on R&D decreases your operating expenses and exposes some fat profit margins.
However, that shift in focus can cripple you down the line. It can take behemoth companies and bring them to their knees.