Page 11 - DMGT508_PRODUCT_AND_BRAND_MANAGEMENT

Product and Brand Management

Notes service. The Feasibility Analysis and stable Business Case are also developed during this
phase. These documents summarize time and cost estimates and other investment
information necessary for deciding whether to continue the product development process
or not.
3. Design and Plan Phase: In the Design & Plan Phase, the cross-functional team documents
all detail pertaining to the development of the service. While core documents, such as the
Marketing Service Description, Technical Service Description, and Design Specifications,
are stabilized, other groups, including Operations, QA, and Customer Care begin to specify
their requirements for supporting the service. All of these documents are approved and
signed off by the project team and the Design & Plan Checklist is presented to the Governing
Committee for final approval before moving into the Development Phase.

4. Development Phase: In the Development Phase, the actual engineering of the service is
completed. As the service is being developed, other functional groups continue preparatory
work for the Testing and Introduction Phases. Much of the documentation to support
Customer Care, Training, Vendors, and Clients is created during this phase. Also, the
Quality Assurance (QA) Group prepares for the testing handoff by documenting Test
Plans and Test Specifications, and configuring the test environment. In this phase, a decision
gate ensures that all pieces required for testing have been completed. The following are
requirements to pass through the decision gate:
(a) Ready for Testing Phase from a System Integration Test perspective

(b) Documentation Complete
(c) Test Environment Complete
(d) Code Complete
(e) Vendor Requirements met

(f) Integration Testing & Results Complete.
Once the Project Team has approved the readiness of the service, the Development Checklist
is compiled and presented to the Governing Committee for approval to move the service
into the Testing Phase.
5. Testing Phase: The majority of the Testing Phase is spent certifying the hardware and
software changes involved in the service. The service will undergo a number of readiness
tests in a Lab Environment. An operation also performs necessary system and network
tests to ensure operational readiness prior to deployment. Once QA Test Results and
Operations Readiness Test Results are completed, the service may undergo field trials as
directed by product management. The Testing Phase Decision Gate is based on the QA Test
Results, Operations Test Results, Field Verification, Change Requests, and Business Needs.
A ‘go’ decision at the gate authorizes the launch of the service.
6. Product Launch Phase: The Product Launch Phase coordinates the deployment of the new
or modified service. As the service is enabled by Operations, the supporting organizations
initiate support processes to maintain the service. Once deployed a service check is made
by the Project Team and Program Management Organization to ensure that the Service is
available. If the service is found to be unsuccessful, a predetermined un-launch process
will be executed. If the service is launched without incident, the Project Team then evaluates
the stability of the release and the service is transitioned to the Life Cycle Management
Process.
7. Operation Phase: The Operation Phase is typically the longest of the phases since once a
product is developed, it may be operated for quite some time before it is updated or

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