Topic: Innovating in an ecosystem

Pandya and her co-founder developed their award-winning app, Easily.do, with it in mind that it would exist in an ecosystem, integrated with the many other social, work, and task-management apps in the marketplace; the founding team saw this opportunity after experience integrating other kinds of data on the back end of consumer hotline systems. As with most apps, Easily.do’s design was driven by the consumer experience (the app is still guided by the mantra “one or two clicks should get stuff done”), but so was its business model – Easily.do doesn’t run on ads because “its purpose is to help you know and do what’s important, and a personal assistant wouldn’t come to work and tell you a bunch of things you could buy downstairs on the street.” Pandya acknowledged the “app gold rush” playing out in the marketplace, but said Easily.do sees value in the app economy and plans to stay there and stay relevant by including users in every stage of the development process in order to fully understand their needs.

HetalPandya is committed to building mobile applications and solutions to help simplify life. She over 15 years of experience building and promoting mobile products, and she founded EasilyDo to enable consumers to be able to use their smartphones to actually do smart things for them. Most recently, she ran the Mobile Care Product and Marketing Division at Nuance Communications, where she built a $30+M revenue mobile care product portfolio from concept. She has also built many thought leading mobile applications and solutions at Microsoft (Tellme Networks) and Nortel Networks. She holds a MS in Electrical Engineering from the University of Texas, Dallas and MBA from Duke University.