Apple TV and What Do People Do?

Lessons for Product Managers and Product Marketing Managers

Speculation abounds that Apple might launch a new Apple TV on September 9, 2015.  Analysts speculate on what the Apple TV might do from the lens of  “technology” or “markets” are completely wrong.  Here’s why and a better approach…

Some have commented in terms of the available new technologies like the Apple A9 processor, lower cost motion controllers, the Cloud, higher performance WiFi, Bluetooth and more.  Maybe there is a relationship with HomeKit?  This is kind of a “technology”-driven approach to innovation.

Others have talked about a new app store, access to different content channels and gaming.  This is a market-driven approach.

Both are wrong.

I suggest we would be more accurate in our analysis if we focused first on what people do and then the technologies that enable them to do it faster, at a higher quality and at a lower cost. Then aggregate the personas of those people into market segments.   

I’ll bet you that is what Apple is doing. Studying what people DO.

My customer-centric approach has a much greater possibility of not only being more accurate in predicting what Apple might do with the Apple TV, but should also be done by all product companies for their products.

Here is one I expect we might see described in detail below.  

Overall, I also see the importance of games because many people want to play games on their TV.  An app store is also likely because tons of developers will develop apps that let people do more things with their TV and collectively they will think of more things to do on a TV than Apple will ever think of doing. I also expect more hints of HomeKit integration, helping manage the home. And, as detailed below, these integrations will take huge strides in enabling you to find the programs you want to watch and enabling you to do it.

What do People Do with TVs?

People primarily use their TVs located in their living rooms for entertainment and information/education.

If they had a choice they would like to do this at any time, any place, on any device and without commercials they are not interested in.

That is not easy to do today. But we are beginning to see some significant offerings that enable this.

In terms of what people “do” lets start with the problem scenario:

Suppose you wanted to see the San Jose Sabercats world championship game last week.  

Would you prefer: Hey Siri:  “Record the Sabercats game”.

Or the way you have to do that same thing today:

1. Find out what time the game is being played. (Not easy to find the schedule and frequently there are last minute changes and the Sabercats web site, like so many others, is not updated in a timely fashion)
2. Determine if it is being shown on TV. (The schedule may or may not say if it’s being broadcast.  During the season the Sabercats schedule said it’s being shown on ESPN 3.  What is that?  Fifteen minutes of searching determined that it’s a streaming service.  OK, now where do I find a software program that would enable me to record and playback when I have time to watch.  Without such a capability, the Sabercats are on the verge of losing a fan.)
3. Find out what network is broadcasting the game. (Because that is the way you will find the channel)
4. Check your list of cable channels to determine which channel it’s on… (I have to go to Comcast’s Xfinity listings)
5. Go to that channel on your DVR (if you have one) and pick to record. (I have to find the channel by means of its icon since my TV Guide has no cross reference between network and channel number)
6. Extend the length of the recording so it does not cut off the end of the game. (Frequently the game goes longer than scheduled and if you don’t do this you miss the end of the game.  Does anyone use this technology?)

Enter Apple TV.  

Hey Siri:  “Record the Sabercats game”.

Done.

Simple.

The “code” Steve Jobs has broken.  Enabling you to watch what you want when you want to.
Will we see that tomorrow from Apple?

What do you think?