iPhone language lessons - first
Simon & Schuster’s audio division saw an opportunity and grabbed it. They wanted to reformat existing Pimsleur language lessons (audio books) into an iPhone application - reusing intellectual property and gaining profits from a sunk cost. They had to move fast, they had to beat other brand-name language products to the iPhone market.
ThoughtWorks’ approach, whether co-located, distributed or offshore, relies on frequent showcases of real functionality. Midway through the project, the business users spotted an issue with one of the user interface elements - the team in Gurgaon was able to address the issue as soon as it came up, maintaining the 10-week schedule. S&S’ audio division launched the product, beating other brand name competitors to market.