Product Life Cycle Management

1. Product Life Cycle Management Nov 2002 Juliet Kuo Ulead Systems, Inc.

2. Agenda • Overview of Software Development Process • Product Life Cycle Management at Ulead • Core Value of PM and Key Successful Factors • Case Study – How Statistics is applied in Product Life Cycle Management

3. 1: Overview of Software Development Process

4. Market Demand • Product Conceptual Development • Project Analysis • Development Plan • Actual Implementation • Product launch • Product Life Cycle Analysis

5. 2: Product Life Cycle Management at Ulead • How is the Product Life Cycle working • Role of Product Manager • Phases breakdown • Processes introduction • Major Milestones

6. Product Life Cycle Concept Phase Definition Phase Development Phase Testing & Rollout Phase Launch & Review Phase Product Life Cycle is a management process that divides the entire life of a product into series of phase that identify what needs to be done, who’s responsible, what decisions need to be made and when/what gets delivered

7. Executive Managers PM Product Planner RD engineer Designer (Creative, Art Content, and Web) Technique Writer Localization Engineer Configuration Engineer QA Engineer Marketing Production Global Support Team Tech Support Regional PMM Sales Representative People Involved

8. Product Planning Product Development Quality Assurance Product strategy Product planning Program Management Product marketing Product marketing Functional specification Prototype build Features frozen Code complete Alpha build Beta build RC build RD RTM Builder Development Creative Designer QA Engineer Debugging Writer Testing Beta testing Usability Engineer /Outside Tester localization Localization Engineer General Product Development Flow

9. Role of Product Manager -1 Product Manager is responsible to drive project team to release a successful product to the market at right timing to generate revenue and profit for the company Major responsibilities • Product Life Cycle Management • Market and Competition Analysis • Writing Plans and Proposal • Schedule control • Quality Control • Budget and Cost Control • Communication, Coordination and Collaboration Inter-Team, Inter-Department, Inter-Management, and Inter-company

10. Concept Phase Definition Phase Development Phase Testing & Rollout Phase Launch & Review Phase Product Management Sales & Marketing Project Development Team Product Marketing Manager Program Manager

11. a: Product Life Cycle – Concept Phase

12. Objective • Developing a product concept into a solid plan for getting approval from Executive level • Input • Collecting data for product concept, value proposition, competition status, market analysis and business opportunity assessment • Deliverable • Business plan • which clearly describes the product, opportunity, analyses of competition, marketing objectives and proposed product function.

13. PM Product Planner RD Leader ATC Leader Who Concept Phase What & How Product Planning Process

14. Sample-Business Plan • Market Information • Market Trend and Size Analysis • Product Positioning and Customer Profile • Competition Analysis • Business Information • Revenue/Unit Shipments Forecast • Business Objective (Market Share) • Channel Strategy (Retail, OEM.) • Product Information • Key Features and Major Components • Product Model & Language support • Channel & Pricing • Resource Information • Budget Estimation/Manpower Allocation • Major milestones and product availability

15. Sample-Product Positioning and customer profile • Product Category • Consumer Photo Editing • Product Positioning • Photo Express 4.0 is photo-editing software that provides a full suite of expandable photo editing, creative and sharing tools for digital photo consumers who have active, event-filled lifestyles full of picture moments they want to share. • Customer Profile • See imaging as home entertainment • Age from 30-45+ years old • Not a highly skilled computer user • Probably owns a scanner, a digital camera or color printer

16. b: Product Life Cycle – Definition Phase

17. Objective • Defining the product from implementation aspect based on Business Plan • Major Activities • Planning and defining what does the product do, what major features, components will be included or what technology will be adopted • Deliverable • Updated Business Plan • A set of various plans and specification for the product

18. Concept Phase Definition Phase PM/Product Planner RD/ATC Leader SQA Leader/TS Usability/LegalRegional PMM Who • 1. Product Implementation • Planning Process • Business Plan • Product Marketing Plan • Program Master Plan • Product Master Plan • Requirements • 2. Functional Specification Process • 3. Legal Search Process(incl. Naming, Patent, Contract) • 4. Usability Feedback Process • 5. Customer Feedback Process • 6. Bugbase Review Process(For FMR/NTBF) What & How

19. Major Activities • Initiate Project • Propose Functional Specification Requirement • Develop Functional Spec: version 0.3, 0.5, 0.7, 0.9 • Update Business Plan • Write plans and requirements for the product development tasks • Hold Kick-off meeting to present the project vision and scope to project teams • Set delivery milestones • Develop UI Prototyping

20. c: Product Life Cycle – Development Phase

21. Objective • Coordinate project teams to start developing the product and marketing activities based on the plans and specifications delivered in definition phase • Major Activities • Assign Project Teams and Responsibilities • Internal Training for Project Team Members • Regular Review Meeting • Coordination and Schedule Control • Deliverable • Updated Product Marketing Plan • Implementation plan and delivery milestones from project team leader

22. d: Product Life Cycle – Testing & Rollout Phase

23. Objective • Program code complete and enter testing. Defining product launch plans, marketing plan, sales, channel strategies and production plan to maximize the impact of the product roll-out • Major Activities • Program Testing • Product Training, Review Meeting, Status Report, Project management, Coordination, Communication, Collaboration and Schedule Control • Beta Testing Program • Press Tour • Product Launch • Deliverable • Updated Product Marketing Plan, Launch and production plans • Marketing materials • GM and production materials

24. PM/RD/IS ATC/Usability UI Art Content DOC/Config Legal PM/RD/ATC/IS UI/Art Content Doc/LOC Config/SQA Creative/MarCom Web Regional PMM Production/GST 1. RD Development Process 2. UI Design Process3. Documentation Process 4. Art Content Design Process 5. Config Development Process 6. Testing Process 7. Localization Process 8. Legal Registration Process 9. Beta Release Process 10. Collateral Development Process11. Web Development Process 12. Packaging Design Process 13. Legal Materials Development Process 14. Production & Shipping Process Who Concept Phase Definition Phase Development Phase Testing & Rollout Phase What & How

25. e: Product Life Cycle –Launch & Review Phase

26. Objective • Product Shipping and keeping track of sales for released products to examine whether the business objectives have been achieved • Major Activities • Presenting sales report, marketing, PRs activities, and refining strategies to increase revenue opportunities • Collecting data and planning for next release • Deliverable • Sales Analysis • Updated Marketing Plans • Updated Sales/Channel Plans • Product Feedback/Market/Competition Analysis

27. PMRegional PMMRegional Sales MarCom/PR IS Web TS GST/Production Who Concept Phase Definition Phase Development Phase Testing & Rollout Phase Launch & Review Phase 1. Launch Process 2. Tech Support Process 3. Patch Release Process 4. Customer Service Process 5. User Survey Process 6. Market & Customer Feedback Process 7. Monthly Sales Forecast Process What & How

28. Delivery Major Milestones • Kick-off Meeting(Definition phase) • Alphas version release (Development phase) • Product enter SQA (Development phase) • Beta Version release (Testing &Rollout phase) • Packaging Prototyping (Testing & Rollout phase) • Release Candidate release (Testing & Rollout phase) • Release To Manufactory (Testing & Rollout phase) • Announcement Date (Testing & Rollout phase) • First Customer Shipment (Testing & Rollout phase) • Formal Announcement (Launch & Review phase)

29. 3: Core Value of PM and Key Successful Factors

30. Core Value Of Product Manager Meet Targets Needs Core Value of Product Manager Time to the Market Cost Effectiveness

31. Key Successful Factors • Fullycommitment to achieve the goal • Well Planning • Good Communication, Coordination and Collaboration • Great skill of • Schedule Control • Quality Control • Cost and Budget Control • Problem Solving PM = Problem Management

32. 4: Case Study- How Statistics is applied in Product Life Cycle Management Statistics is the science of collecting, organizing, presenting, analyzing, and interpreting data to assist in making mire effective decision

33. Testing phase for quality control Startlight Project Status Report (11282002)..htm • Marketing Data Analysis • User Survey Ulead-PM ProcessTraining-User Survey Example.ppt • Business Proposal and Analysis Ulead-PM ProcessTraining-PAF Example.ppt • Marketing Promotion activities • Competition Analysis • Sales Analysis