EMP5120: Product Development and Management

Copyright 2020 Colin Moden EMP5120 1

 Faculty of Engineering

Road-Mapping

Copyright 2020 Colin Moden EMP5120

Intent Map | Product Centric
Suite for Suite for
iPhone Android

First Complete
Cloud Cloud Suite On
product Suite premise Cloud Suite
in German

Cloud Suite
in French
Cloud Suite in
Japanese

Time
Copyright 2020 Colin Moden EMP5120 3
Road Map | Multiple Product
Suite for Suite for
iPhone Android

Complete
Cloud
Cloud Suite On
product X
Suite premise

Product Y
Product Y
V2

Time
Copyright 2020 Colin Moden EMP5120 4
Video| Road mapping
• https://vimeo.com/100642934
Janna Bestow
https://www.prodpad.com/
Copyright 2020 Colin Moden
20 mins
• Product fanatic Janna Bestow guides us
through Road mapping in this video
from London’s June ProductTank
• In this video Janna (@simplybastow)
covers all aspects of the contentious
subject of product roadmaps
• She takes us through different visual
forms of roadmaps, explains best
practices and describes essential
components
Mind the Product 2015
EMP5120 5
Roadmaps | where are we heading?
To articulate a plan and a vision of the future
• Internal Purpose
Communicate about market needs and the
• Types of Roadmaps
products/technologies/resources planned to satisfy product, technology, services, implementation
them
Provides a common clear communication tool
Contrast against “Likely” Roadmaps of competition • Audience
• External Purpose employees, customers, investors, suppliers,
Demonstrates understanding of customer needs and shareholders
how you intend to satisfy them
Drives engagement and alignment
Demonstrates your plan for growing the business
(investors)

Copyright 2020 Colin Moden EMP5120 7

Roadmaps | Technology
IOS release
• Technology roadmaps are used to
Android release show the underlying technology
development required to meet
Symbian Platform
for industrial Modify the Product roadmap
market android
for IOS requirements
Develop
android • Allow the engineering manager to
module
plan:
Develop Symbian
software platform
projects, tools, resources, train,
subcontract, procure
Technology Roadmap for Symbian Platform

Copyright 2020 Colin Moden https://images.template.net/wp-content/uploads/2016/02/22043358/TechnologyRoadmappingProject.pdf 8

https://en.wikipedia.org/wiki/Technology_roadmap
EMP5120
Dates? | an intent not a commitment!
• Roadmaps are NOT Project “I love deadlines. I like the whooshing
Management schedules sound they make as they fly by”
• They are an articulation of a vision…in
order to promote discuss…they should
NOT constitute a commitment
• Revenue Recognition issues for Public
Company’s
• Be careful when giving time scales (try
to avoid them whenever possible) Douglas Adams
• Maybe company confidential Douglas Noel Adams was an English author,
scriptwriter, essayist, humorist, satirist and dramatist.
documents Adams is best known as the author of The Hitchhiker's
Guide to the Galaxy, which originated in 1978
https://youtu.be/YWqHkYtREAE

Copyright 2020 Colin Moden EMP5120 9

Example| Product Family with Meaningful Y axis
Year 0 Year N

High STAR5 STAR5A

CX CSTAR STAR4

C420 STAR3
C400
Price / Features

C410 STAR3A

C300 C320 C325 C330

C335
C310 C315

C200 C210
Low

CSTAR New Platform xxx New Product Discontinued Active

Copyright 2020 Colin Moden EMP5120 10

 Example | Internal Roadmap with Status
Complete:
GA General Availability

In Progress

Planning Process B / Foundry C,D

Process A / Foundry A, B
SLPMX
Process A / Foundry A SLPMX

SiPROM 0.9V-1.2V core

Low V. Read
8K-512Kbits Note Traffic Light color code
Process B / Foundry A for availability
SiPROM ULPMX Green (Go – Fully complete);
Process F / Foundry A
Amber (Proceed with caution –
(see availability chart) 128-64Kbits ULPMX various stages of qualification /
1.5V Read Characterization);
Power-up Read Red (Stop – under definition or
3M layers early stages of development –
Modular IPS (Small Area) not available)

Year 1 Year 2

Copyright 2020 Colin Moden EMP5120 11

Example| Public Product Roadmap

Copyright 2020 Colin Moden https://blogs.amdocs.com/smartphone/2012/05/17/will-intel-have-success-in-smartphone-arena-now/#.WJvHW_krKUk 12

EMP5120
Example | market roadmap

Copyright 2020 Colin Moden Sensors for mobile phones and tablets: Yole development may 2014 13
EMP5120
 INTRO.
Example: Technology Roadmap

Copyright 2020 Colin Moden TSMC 14

EMP5120
 EMP5120: Product Development and Management

Copyright 2020 Colin Moden EMP5120 15