Having read the other reviews, I was expecting my first go at putting the screen protector on my phone to be a complete disaster. Not so! Sure, the packaging doesn't have instructions, but it does have little labels and they do make sense (provided you've put on a screen protector before).
There are little stickers so you can tell the front from the back of the screen protector, which is really useful. And they help when removing the protective screen.
I'd recommend removing the back first and leaving the front on, that way you won't scratch the front of the screen protector when you're pushing out air bubbles.
Putting it on, there were few air bubbles, and they all came out easily.
I think the reason this works so well for me is that I have long nails, and thus can handle the back of the screen protector without getting fingerprints on it. And I can flick away annoying dust particles too without smearing or otherwise messing up the finished effect.
tl;dr - this product works, but you have to be really careful putting it on. I'd definitely buy this again.