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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

Product LaunchCTIA 2005

Michael Heavener

overview uievolution at ctia
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
UIEvolution at CTIA
  • Objective of product launch
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
objective of product launch
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
launch new sdk v 1 5
Launch new SDK v.1.5
  • Postcard with download URL
  • Redesigned website with added functionality for new SDK
  • Demonstration applet (weather/NOAA feed)
company emerging
Company emerging
  • Focused on future
  • Buy-out behind and accomplished
  • New vision of future
  • New products and services
existing customers
Existing customers
  • Re-establish partnerships
  • Make sure we’re known
  • Remind that more is available
uie is well positioned
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”
plenty to talk about
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
embrace new business
Embrace new business
  • Expanding customer base
  • Open to variety of revenue models
    • License developer environment
    • Build custom applications
    • Split/share content publishing returns
uievolution at ctia1
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
  • Booth and signage
  • Printed collateral
    • Info sheets
    • Postcard with download URL
  • Website
  • Incentive/promotional items
  • Booth “uniforms”
  • PR/publicity
    • Press kit
trade show booth
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
branding for uievolution
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
product launch support
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
collateral internet
  • Redesigned website with added functionality for new SDK
    • See photo images/website.jpg
    • Or
  • Supportive print collateral
    • Consistent messages and graphics
    • See photo images\techoverview.jpg
other support
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
uievolution at ctia2
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
strategy development plan
Strategy/development plan
  • Determine corporate message strategy
  • Determine message vehicles
  • Determine consistency patterns
  • Develop scope and need
  • Build time lines
  • Determine budget
corporate message strategy
Corporate message strategy
  • Determine real message
  • Determine audience(s)
  • Determine depth of messages
message vehicles
Message vehicles
  • Booth (obvious)
  • Collateral
  • Website
  • Word-of-mouth (informal/buzz)
    • Customers point to us
  • Publicity (formal)
consistency patterns
Consistency patterns
  • Keep it simple
  • Say the same thing
  • Similar graphic look-and-feel
scope and need
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”
time lines
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
budget cost centers
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
uievolution at ctia3
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
teams collaborations
  • Development team
  • Applications team
  • Marketing/copywriters
  • Graphics team
  • Vendors
    • Booth
    • Promotions
    • Printer
    • PR/publicity agency
  • 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
  • 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)
messaging team
Messaging team
  • Marketing manager (president)
  • Copywriters
  • Dev team’s documentation writers
  • Product manager
graphic designers
Graphic designers
  • Gaming graphics developer
  • Web designer
  • Product manager (graphics supervisor)
  • Booth vendor (signage)
  • Print graphics designer (collateral)
vendors 1
Vendors - 1
  • Booth
    • Design/construction
    • Turnkey show management
  • Incentives
    • Shirts (booth uniform)
    • USB swiveldrive
    • PSP
vendors 2
Vendors - 2
  • Printers
    • Collateral
      • Postcard
      • Info sheets
  • Publicity
    • Press releases/Press kit
    • Media and analyst pre-briefings
    • Schedule media briefings at show
uievolution at ctia4
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
workflow production
  • Create schedule matrix
  • Assign team tasks
  • Assign task due dates
  • Assign accountability trails
schedule matrix
Schedule matrix
  • Weeks - horizontal
  • Tasks - vertical
  • Showing
    • Owner
    • Due date
    • Gantt tick for on/off schedule
    • See photo images/devplan.jpg
team tasks
Team tasks
  • Determine overall team tasks
  • Assign completion to team leader
  • Assign follow-up responsibility
  • Determine review process
due dates
Due dates
  • Determine task due dates
  • Assign adherence to team leaders
  • Assign follow-up responsibility
  • Determine review process
    • See photo images/devsched.jpg
  • Determine who will take responsibility
  • Assign accountability review
  • Assign alternate/backup responsibility for high impact items
  • Assign reporting/supervisory trails
uievolution at ctia5
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
execution and exhibition
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
task manager meetings
Task manager meetings
  • Review milestones/deliverables
  • Update task assignments
  • Provide support for other teams
  • Modify scope as needed
publish time line dev plan
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
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
teams support each other
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
website staged in increments
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
booth pre stage assembly
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
modify scope
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
uievolution at ctia6
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Execution and exhibition
  • Challenges/obstacles
  • Post-show wrap up
challenges obstacles
  • Distance
  • Lack of prior knowledge of industry and company
  • Source of information “bottleneck”
  • Time
  • Contractor status
  • Legal
  • Booth vendor in Poulsbo
  • Show venue in San Francisco
  • Parent company in Tokyo
  • PR agency in Atlanta
  • Sony Entertainment in New York
industry knowledge
Industry knowledge
  • Steep learning curve
  • Not enough time
    • Two months from time of hiring to opening of show
  • No common focus to industry
  • Restraints from clients on shared information
information bottleneck
Information “bottleneck”
  • President repeatedly and adamantly promised to write messaging
    • And didn’t
    • And went on vacation
  • PR agency drove toward wrong message
  • Final collateral copy approved two weeks before show
  • Final press releases received at hotel
not enough time
Not enough time …
  • To learn industry and company
  • To write messaging
    • To relieve president of copywriting
  • To fully populate website with all pages
  • To review PR and press releases
  • To assemble materials at corporate office
status as contractor
Status as contractor
  • Had to build level of trust
  • Initial lack of resources and knowledge
  • Fragmented approval process, including payroll
  • No business cards to hand out at booth
legal issues
Legal issues
  • Booth contract signed at last possible minute
    • Protective language rewritten
    • Beneficial to both parties
  • Had to remove screen shots of applications from booth signage
    • Not licensed to display except on devices
    • See photo images/multimediawithscreens.jpg and images/appswithscreens.jpg
  • Had to forego drawing/promotional giveaway
    • Sony Entertainment is major customer of UIEvolution’s parent, Square Enix
uievolution at ctia7
UIEvolution at CTIA
  • Objective of product launch
  • Deliverables
  • Strategy/development plan
  • Teams/collaborations
  • Workflow/production
  • Challenges/obstacles
  • Execution and exhibition
  • Post-show wrap up
post show wrap up
Post-show wrap up
  • Determine how to follow up on leads
  • Determine what could be better
  • Determine what worked well
  • Message from president to all staff sharing successes
  • Place photos on corporate intranet
  • Write summary report to leave with staff for future trade show exhibitions
leads follow up
Leads follow-up
  • Identify top 30 prospective clients
  • Establish which staff will follow-up immediately
  • Make follow-up calls immediately
  • Place additional 150+ leads into contact list
  • Break contact list down into categories
  • Send follow-up letter of thanks
  • Assign categories to staff for further follow-up
post mortem planned
Post-mortem planned
  • Post-show review session requested by booth vendor
  • Scheduled for Oct. 13 with all team leads
  • Preliminary list of “next times” emailed to booth vendor
  • Things to change or do better next time
  • Comments from booth staff
things to change next time
Things to change next time
  • We need to push the corner pods in about two feet and registration/cross-platform desks in about a foot. When our staff engaged visitors at the corners, they had to stand on the Moscone carpet, not the double padded. Getting people into the booth would have been more comfortable.
  • We should add power to the registration desk. There were several times I lamented not having it -- notable for the ecard reader -- and when I wanted to plug my own laptop and the digital camera in.
  • Speaking of the ecard reader, we need to push Freeman to "do it right" next time. The wireless unit never worked, which is why we ended up with the plug-in model. I know the problem was not Steelhead's and I appreciate the extra mile Troy went to resolve it.
  • Midway through the second day the carpet between the door and the cross-platform desk started to come off the backing at the joint and I worried about it the rest of the show. Fortunately, our people made sure not to traffic through that area much.
  • The tower door got stuck open several times and required considerable torquing to close. Perhaps it could be shortened at the bottom to allow freer swing.
  • The little rubber feet on the armature platforms all came off. The adhesive wasn't strong enough for the weight and when UIE's staff moved the armatures to lock them inside the cabinets, the feet popped right off.
  • We need to lower the monitors on the cross-platform desk about a foot. While the current configuration worked, UIE staff had to crane their necks to see the screens and visitors behind them were far enough out that lower screens would still have been viewable. Our benchmark should be the monitor on the development pod, which was the right height.
  • Could the holes in the aluminum posts on the cross-platform desk be made larger -- perhaps oval shape -- without breaching post integrity? We had some sticky moments trying to push/pull plugs and cables through.
what worked well
What worked well
  • Top-notch placement/location
  • Solid booth construction/design
  • Excellent/eye catching graphics
  • Demonstrations/applets available for showing and downloading to attendee phones
  • Double-padded carpet
  • Warm welcome from booth staff to all visitors
  • DVD loops and mobile devices with apps running
notes from booth staff
Notes from booth staff
  • Encrypted persistent data would be desirable.
  • "Can you guys do LBS (Location based services)?" Several people.
  • A couple of people commented on how they liked the ability to run/demo apps on the Mac as well as the PC.
  • People really liked the app push to a Sprint phone trick. "Seeing" wireless in action is believing.
  • A large % of people wanted us to be turnkey. We handle everything: servers, app dev, maintenance, ...
  • Some people were upset that they hadn't heard of us sooner. "Where have you been?," they would say. They were surprised to hear that we have been focusing on this fragmentation problem and solution for 5 years.
  • We almost had a groupie like following. On the first day, people were waiting outside the barrier an hour before the opening to talk to us specifically. When the gates opened we were swamped.
  • I had a person ask if we support Symbian as well as Brew and Java.
  • A number of people said, "So your SDK for download is some kind of reduced capability version right?"
  • All the phones that we had at the different stations worked well. People were drawn to them to try them out. A few app purchases might have been made on the BREW phones so we might want to check and cancel those dang (I mean lovely) monthly recurring charges.
  • About 75% of the attendees were company executives. About 5% were developers. Managers and support staff made up the rest. So it was the place for deal making.
from the president of uie
From the President of UIE

“I just wanted to send out a quick thank you to everyone who participated in what was a very successful first marketing event for UIEvolution. The booth was unbelievable and our good fortune of getting the best location on the second floor helped position UIE as a leader in our software and application space. This is the first marketing event of this type, but we are already beginning to discuss preparation for CTIA in March as well as put ourselves in the lottery for this same show next September in LA.


“Please talk to one of the 15 different people who worked the booth to get their candid impression of the event. I can tell you that for me it was very motivating to see existing and new customers excited about the software and applications that have come to define us. For the next show, we will try to get the rest of you involved so that you can also have experiences in the market with our customers. This is a new opportunity for UIE to expand our business in the market and I look forward to working with all of you to make this company bigger and better than ever.

“Thanks for your hard work.”

Chris Ruff

statistics 1
Statistics - 1
  • Key CTIA deliverables:
    • Booth and Signage
    • 3 Pieces of Collateral
    • SDK Download Postcard
    • Advertisement in CTIA Daily Guide
    • Booth DVD
    • Upgraded Website
    • SDK v1.5
    • Quick Start Guide
    • Weather Application (Downloaded at conference to attendee’s Sprint Phone)
    • Cross Platform Demo
    • Mobile Devices loaded with our applications


statistics 2
Statistics - 2
  • Press and Media
    • 3 Press Releases (UIEngine v1.5, Mobile Lingo, 5th Cell)
    • 12 Press Briefings before and during CTIA
    • 10 articles written about UIE
  • Key Success Metrics
    • While it is too early to determine how successful the event will end up being, but it has already produced the following results. 
    • Over 150 new business development leads
    • Over 80 SDK Downloads
    • 10 news articles

Chris Ruff