Let's rewind the clock...

If I were the PM of a formerly successful mobile company...

Let us look at a prominent mobile phone company that initially captivated the Indian imagination and market extensively. However, it later stumbled and relinquished its once-dominant market position.

Before donning my 'Product Manager' hat, let's examine the positive aspects that propelled them to become the top mobile company in India:

• At a point when it stood as the global leader in mobile phones, this company exhibited foresight by recognizing the market's potential.
• It introduced budget-friendly models for price-conscious customers and high-end phones tailored for business users.
• It skillfully identified and catered to the distinct needs of various segments such as students, young professionals, businessmen, and senior professionals, the company gained a strong foothold.
• Backed by reliable products and effective after-sales service, the brand became synonymous with quality in the minds of the masses.

The company excelled in charming its customers:

• Local language keyboards and help manuals were developed.
• Colors and models were marketed as stylish fashion accessories.
• New models were introduced to provide a wide variety of choices.

However, they overlooked the evolving customer needs in relation to product innovation.

Now, allow me to step into the 'Product Manager' role ?? and direct the next section of this blog towards specific <decisions/steps> I would have taken:        

1. ?The service providers' plans underwent frequent changes, leading each consumer to juggle two SIMs to minimize costs.

Introduce smartphones with Dual SIM card functionality.

When considering the introduction of smartphones with Dual SIM card functionality, product management should adopt a strategic approach that aligns with market trends and consumer preferences. Here are key aspects of product management thinking:

• Market Research (Conduct thorough market research to understand the demand for Dual SIM smartphones, and analyze competitor offerings).
• Target Audience Identification (Define the target audience for Dual SIM smartphones, considering factors such as frequent travelers, business professionals, or cost-conscious consumers).
• Feature Prioritization (Prioritize features that enhance the Dual SIM experience, such as seamless switching, customizable settings, and user-friendly interface).
• Marketing Strategy (Develop a compelling marketing strategy highlighting the benefits of Dual SIM functionality, such as flexibility, convenience, and cost-effectiveness).By incorporating these considerations into the product management process, introducing smartphones with Dual SIM card functionality could have been a well-informed and successful initiative.

?2. The number of rural consumers was increasing, yet there was a lack of sufficient power supply for charging phones.

Exceptionally long battery life resulting in extended talk time.

• Market Research (Understand the target market's preferences and priorities regarding battery life. Research competitors' products to identify benchmarks and set ambitious yet realistic goals).
• Battery Technology (Stay abreast of advancements in battery technology to integrate the latest / efficient power sources and explore partnerships with battery manufacturers).
• Energy Efficiency (Optimize the device's hardware and software for energy efficiency. Implement power-saving features and algorithms).
• User Behavior Analysis (Analyze user behavior to identify patterns that impact battery consumption).
• Performance vs. Battery Life Trade-offs (Strike a balance between device performance and battery life, considering user expectations. Clearly communicate the trade-offs to manage user expectations effectively).
• Charging Solutions (Explore fast-charging technologies to provide users with quick charging options. Consider wireless charging capabilities to enhance convenience.)
• ?Testing and Quality Assurance (Conduct rigorous testing under various usage scenarios to validate and ensure extended battery life).
• Competitive Pricing (Determine a pricing strategy that reflects the added value of extended battery life. Consider bundling options or promotions to emphasize the product's value proposition.)

?3. The significance and utilization of social networking, chat, and emails were on the rise. Data services connectivity was on the upswing. Users sought to customize their phones with diverse apps to align with their individual preferences.

Apps for Facebook, Twitter, and other applications.

• User Needs and Preferences (Understand the specific needs and preferences of users on each social media platform. Conduct user surveys/ feedback sessions).
• Integration and Compatibility (Ensure seamless integration with the chosen social media platforms, adhering to their respective APIs and guidelines. Prioritize compatibility with different devices, operating systems, and versions)
• Feature Prioritization (Prioritize key features that align with the core functionalities of each social media platform).
• User Interface (UI) and Experience (UX) (Design an intuitive and user-friendly interface that aligns with the branding and design principles. Optimize the user experience to encourage engagement and ease of use).
• Security and Privacy (Implement robust security measures to protect user data and maintain privacy).
• Performance Optimization (Optimize the app's performance to ensure fast loading times and smooth interactions).

Monetization Strategy (Determine a clear monetization strategy, whether through in-app purchases, ads, or subscription models).

Facts

Summing up the company's decline from being the top player to losing market share, two factors influenced its performance in this domain:

1. With the Indian market growing and showing great potential for future growth, the company headquarters got increasingly involved and wanted a say in the market positioning and the advertisements. Gradually, the local flavor and connection with the consumers were lost in the process.
2. Phones carry a hedonistic allure, and rival high-end phone companies adeptly positioned themselves in this realm, capitalizing on perceived exclusivity. Consequently, the company not only missed catering to the essential requirements of mass-appeal low-end users but also failed to capture the hedonistic appeal of high-end users.

As leaders, we comprehend that these developments transpire gradually, and 'Hindsight is always 20/20.' Addressing such situations demands appropriate management processes and mechanisms to discern the subtle signals customers convey. Responding in methodical product thinking involves recognizing these signals sincerely and addressing them seriously, requiring a thoughtful and structured approach.

Conclusion

Let us not forget that the company had a clear vision from the outset of its journey. However, as product managers, shouldn't we focus on subtle signals, adjusting our products and services to meet evolving needs and providing a clearer understanding of our customer segments?"

It is crucial for us to initially grasp the fundamental needs of our customers to ensure survival. However, should we overlook the key factors that contribute to long-term success as we begin?

Product Leadership and Customer Intimacy share a close connection. Customer 'perception' holds immense significance. The complete story isn't always revealed through formal feedback forms. While customers may express satisfaction at a micro level regarding the product, they concurrently shape opinions about its overall capability and positioning.

Much of what we refer to as the user's 'perception' of the product is constructed not only through tangible knowledge products like reports or analyses but also through experiential elements such as communication, engagement, levels of proactivity, and handholding.

There are numerous touchpoints from the customer's perspective, and each interaction at these touchpoints is a critical moment of truth. Opinions and perceptions are continually formed throughout these interactions. And as Product Managers, we need to be cognizant of this fact as well.

Thank you for your time. Do share your comments and feedback.