面向普通人的移动生产力应用：设计、AI 与获客策略
Mobile Productivity for Normal People
消费移动创业公司正转向为"普通人"设计生产力应用，原因包括设计风潮兴起、重新构想手机核心应用，以及机器学习带来优先收件箱、Google Now 等体验。这类用户靠偶然发现或口碑获客，需要运营商捆绑、系统内置和大规模媒体渠道，且要求价值主张清晰简单即时。其反馈与生产力发烧友截然相反，产品必须明确取舍，不能折中。
In short : Explore how mobile startups are innovating productivity apps for everyday users through design and AI.
Over the past few weeks, there has been a new refrain among consumer mobile startups that I’ve met with: we’re designing for normal people or normals as Chris Dixon would put it.
There are a few reasons for this trend. First, there is a movement towards great design. Second, there is a wave to reinvent and reimagine core applications of the mobile phones. The apps shipped with the standard OS were ports of their desktop counterparts. Only now, after using these cloned applications for a while, do we understand how email, phone, calendar, etc should evolve. Third, machine learning technologies make magical experiences possible like priority inbox or Google Now.
But, developing a product for a different segment demands a different approach.
First, alternate customer acquisition techniques are required. Unlike productivity nuts whose unrelenting persistence of even minor time savings drives product experimentation and usage, normals discover products by chance or through word of mouth. Large scale distribution deals like carrier bundling, embedding in the operating system and mass media channels seem to me to be much more effective for reaching this audience.
Additionally, the value proposition must be clear, simple and immediate. Normals have far less patience. In other words, this user segment demands better designed applications.
Last, the user feedback from productivity nuts and normals will vary dramatically. The first will demand ever more sophisticated features and integrations while the second will oppose functionality in pursuit of simplicity. Picking anything in between will develop a product that fails to meet either need well. Product must clearly prioritize one’s segments needs.
The opportunity for startups targeting normals is massive. But approaching the market requires a new mindset, different product prioritization and alternate marketing tactics.
In what other ways must startups serving normals evolve? Join us on this Branch.
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来源：Tomer Tunguz 博客（VC 分析） · tomtunguz.com