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Sendo

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Early Symbian OS developers bring fresh GSM-orientated, perspective ... Final goal of developing applications is to provide that the solution will reach the end user. ... – PowerPoint PPT presentation

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Title: Sendo


1
Sendos Developer program
Symbian Exposium 3, 29th 30th April 2003 Sander
van der Meer
2
Sendo - an overview
3
Sendo, an overview
  • Mobile phone company, designs, develops,
    manufactures, markets, sells and services its own
    products (1 of 15)
  • Founded in August 1999
  • Commenced shipment in June 2001 to network
    operators
  • Grown to over 330 employees world-wide
  • Leading edge range of mobile phones

4
Why start Sendo
  • The founders of the company, Top-of-the-bill
    talent from the Mobile Phone Industry had a
    dream
  • Designing and Producing top notch quality
    devices the lightest, the smallest, the most
    features, the xxxst
  • Offering a unique customisation feature for
    operator clients
  • Offering fully flexible very rapid order
    fulfilment.

5
Did it Work?
6
Growth
  • Sales in over 40 Territories, to more than 60
    customers
  • Across Europe, the Middle East, Africa, the
    Americas and Asia
  • Offices worldwide
  • Four regional offices (Singapore, Dallas, Miami,
    Dubai) and local country presence
  • Market growth in 2002
  • Growth momentum expected to continue in 2003.

7
Success
  • 3rd best selling product in the Netherlands
  • 2nd highest selling manufacturer
  • 8 market share in Portugal Q4 2002
  • No.1 manufacturer in the Caribbean
  • With a 35 market share
  • Product in over 75 of all French outlets
  • With Sendo S200 and S220
  • Low monthly return rate
  • Reliable products

Source GFK Dec 2002
8
Developer Program
9
What is it
  • Sendos developers program is an Internet based
    service for developers to help them create and
    sell applications running on our devices
  • We start the program with support for developers
    of applications running on the Smartphone, but
    structured it in such away that we can easily
    expand to other types of developers and devices
  • Program is structured from the development
    process point of view. For each phase in the
    development we offer services
  • Orientation
  • Production
  • Testing
  • Marketing and sales

10
Why is Sendo doing this
  • Remove barriers for developers to start
    publishing on devices
  • Stimulate the creation of an extensive catalogue
    of applications
  • Build relationships with developers of
    applications that we have defined as key
  • Allow for quality control on developed
    applications, reassuring our operator customers
    to open up their devices to as many apps as
    possible

Availability of quality applications will be one
of the major drivers for the demand for
Smartphone devices.
11
Is there still room for Sendo
  • There are numerous companies offering developer
    Programs
  • All use those familiar reasons why
  • Do we need yet another company with a Developer
    Support Program
  • If so, where can Sendo fit in?

12
Conclusion Benchmarking
  • Most significant aspect we found was that it was
    not very easy to quickly find the practical info
    you need to start developing
  • Move from How does it work to How to do it
  • We decided to offer a straightforward way to find
    information very quickly, to get developing right
    away.
  • So we have adopted a simple structure designed to
    ensure the developer can access information very
    easily and immediately start developing.

13
Sendos Added Value Content
  • We have unique phone related knowledge. A lot of
    developers come from non-phone world and lack
    this knowledge
  • We will offer a set of extensions on top of the
    SDK that will give access to device specific
    features
  • We have an excellent relationship with the
    operators and can help the developers distribute
    the applications into the networks
  • We can offer marketing support for selling
    applications in the device, on the packaging and
    in our end user software shop

14
Developers Program Statistics 1
  • 3600 people have registered
  • Less than 2 have left after we switched to
    Symbian/Series 60
  • From last news letter mailing we have detected
    some bad addresses
  • So we have some 3500 good addresses
  • 3200 developers have subscribed to our newsletter
  • From the 3500 some 1400 have fully registered
  • Since we re-opened on February 21 we have
    received more than 200 new registrations

15
Developers Program Statistics 2
  • Developer territories
  • 25 are based in the USA
  • 16 are based in the UK
  • 6 in Germany
  • 6 in Italy
  • 4 in France
  • 3 in the Netherlands
  • 3 in Finland
  • 3 in Canada
  • 35 of our developers come from a wide variety of
    countries including e.g. Thailand, Albania, Cote
    D'ivoire, Cameroon, etc.
  • Interest from Nordic countries risen, they
    represent some 6 of our total community, but
    some 11 of the new members

16
Developers Program Statistics 3
  • Company size
  • 33 are less then 10 people
  • 28 are between 10 and 50 people
  • 10 are between 50 and a 100 people
  • 9 between 100 and 500 people (Equal Sendo)
  • 3 between 500 and 1,000 people
  • 5 between a 1,000 and 5,000 people
  • 3 between 5,000 and 10,000 people
  • 9 over 10,000 people

17
Developers Program Statistics 4
  • Company Sector
  • 27 Software development
  • 14 Developer
  • 11 Telecommunications
  • 9 Information technology
  • 7 Consultancy
  • 32 variety of sectors including Advertising,
    Construction, Retail, Education, Government,
    e-Commerce, ISP, Media, Medical, OEM, Accessory
    Manufacturer, Publishing, Security, System
    integration, etc.

18
Developers Program Statistics 5
  • Application areas
  • 11 Enterprise solutions
  • 8 messaging (WAP, SMS, MMS, IM)
  • 6 games
  • 5 entertainment information
  • 3 E-commerce, advertising
  • 3 Finance
  • 3 CRM
  • 3 Streaming Content
  • 30 mentioned all application areas
  • 8 mentioned other areas
  • Smaller for phone related, PIM, Web/WAP, server
    apps, Java, utilities, etc.

19
Developers Program Statistics 6
  • Target Audiences
  • 16 Enterprise
  • 15 Consumers
  • 14 Telecom providers
  • 7 Small, Medium Enterprises
  • 5 Developers
  • 3 Government
  • 3 OEM
  • 1 Small office / Home office
  • 30 mentioned all audiences
  • 6 mentioned other areas

20
Transition to Symbian/Series 60
  • No need to Stimulate our members to make the
    transition with us
  • Many already had Series 60 development ongoing
  • Many see greater opportunity for Series 60 due to
    guaranteed large installed Base
  • Early Symbian OS developers bring fresh
    GSM-orientated, perspective
  • Timing is of the essence so we open up ASAP, in
    phases
  • Stage 1 Open with NCSP assets start adding Sendo
    assets
  • Stage 2 Sendo SDK
  • Stage 3 Developer phone shop

21
Content Program
22
Structure
  • House Keeping section
  • Whats New
  • About the Program
  • Register
  • Change Profile
  • Events
  • Glossary
  • Coming soon
  • Orientation section
  • Intro to Symbian
  • Intro to Series 60
  • Development Environments
  • Tech docs
  • Development Section
  • C
  • Java
  • Technologies
  • Testing Section
  • Sendoa
  • Going to Market Section
  • Selling applications
  • Wanted Killer Apps

23
House Keeping Section
24
Registration
25
Events
26
Glossary
27
Phase 1Orientation
28
Orientation
29
Orientation Tech Docs
30
Orientation Tech Docs
  • To help with orientation we have picked various
    White Papers from our partners and added some of
    our own
  • Introduction to Mobile Technology introduction
    to various mobile technologies GSM, CDMA, GPRS
    and 3G.
  • Introduction to Java short introduction to Java
    covering J2ME, MIDP and Midlets
  • Introduction to SyncML short introduction to
    this communication tool, covering transport
    protocols, a sample XML and overview of tags
  • Other subjects covered are e.g. Series 60
    Platform Basics, Series 60 UI style Guide,
    Choosing the right Development environment, etc.

31
Phase 2Development
32
C Development
33
C Development support
  • C support includes
  • White Papers
  • We have picked some 6 introduction papers from
    our partners
  • Sample Apps
  • Getting started with Series 60 how to set-up the
    dev environment, writing a sample app (Hello
    World) and debugging this app on the emulator.
  • SIS file creation how to create a SIS file.
  • Graphics List how to insert images into a list
    control
  • Sendo Explorer description of APIs used to
    write a file explorer for a Series 60 device
    including the source code for this application as
    well as instructions how to use it.
  • Multi Bitmap Sample how to create and display
    an MBM file
  • Root Telephony Server API how to open a
    connection, obtain info about TSY and making a
    call
  • Tools
  • Sendo SDK
  • Sendo Bit Map converter
  • Sendo Screenshot Tool

34
C Dev Environment
35
C Development support
  • C support includes
  • White Papers
  • We have picked some 6 introduction papers from
    our partners
  • Sample Apps
  • Getting started with Series 60 how to set-up the
    dev environment, writing a sample app (Hello
    World) and debugging this app on the emulator.
  • SIS file creation how to create a SIS file.
  • Graphics List how to insert images into a list
    control
  • Sendo Explorer description of APIs used to
    write a file explorer for a Series 60 device
    including the source code for this application as
    well as instructions how to use it.
  • Multi Bitmap Sample how to create and display
    an MBM file
  • Root Telephony Server API how to open a
    connection, obtain info about TSY and making a
    call
  • Tools
  • Sendo SDK
  • Sendo Bit Map converter
  • Sendo Screenshot Tool

36
Java Development support
  • Java support includes
  • White Papers
  • We have picked some 22 introduction papers from
    our partners
  • Tools
  • Sendo SDK

37
Technologies
38
a
Phase 3 Testing Verification
39
Sendo a what and why
  • Sendo a is a certification program for
    applications running on our devices to help
    potential customers identify approved and tested
    products
  • Reasons for implementing Sendo a
  • Safeguard quality Sendo Device
  • Increase operator confidence to open up the
    device
  • Prevent end users being confronted with
    certificate warnings
  • Help developers selling their applications into
    the network
  • Sendos validation team has defined the test for
    Sendo a
  • The tests will be completed by an approved
    independent Sendo a Test House.
  • Estimated costs for a test round are 1000

40
Sendo a basic test sections
  • Audio/display
  • Sound and volume behaviour
  • Profile changing behaviour
  • Functionality and MMI
  • Basic behaviour (e.g. checking that the phone
    part takes precedence of the whole device)
  • About information (software version checking)
  • Application languages
  • Launch all applications
  • File size limit
  • UI and icon guidelines
  • Screensaver/Locking menu
  • General MMI
  • Key layout
  • Installing/Uninstalling
  • Installing
  • Uninstalling
  • Program menu configuration
  • Flash reset

41
Phase 4Going to market
42
Going to market
Final goal of developing applications is to
provide that the solution will reach the end user.
  • Sendo believes that all parties in the value
    chain should benefit from the efforts Developer,
    Mobile Operator, end user, service facilitator
    and OEM.
  • Sendo would expect all parties to invest.
  • Sendo is investing in design and production of
    devices. We are reluctant to invest in
  • NRE
  • Advance on royalties
  • What we envision to offer to the Developer
    community

43
Sendo Marketing Sales Services
  • Embed certain Core apps in our device sliding
    royalty
  • Offer applications to our operator clients for
    embedding sliding royalty
  • Include demos in the box with click-through to
    online sales solution revenue sharing
  • Include link on device to mobile version of
    on-line sales shop revenue sharing
  • Application of the month published on developer
    site and on online shop - free
  • Developer of the month published on developer
    site and on online shop free
  • Offering space on Sendo booth at event by
    invitation

44
Looking for Killer Apps
  • Each launch of a new device coincides with the
    hunt for a killer application
  • In the early days of mobile phones the killer app
    was voice-on-the-go
  • The next generation of devices came with an
    entire new killer app short messaging
  • We are now at the brink of an expected MMS wave
  • Every higher level device comes with a built-in
    camera
  • In certain territories 3G services are being
    offered

45
Aspects of use added value
  • Lets focus on the nature of the device and
    condition of usage we are talking mobile, on the
    move what would you need.
  • Always connected
  • On the go but smaller screens then PCs and TVs
  • Real time chatting, instant messaging, video
    conferencing
  • Full internet access but smaller screens and
    limited text entry
  • OTA upgrades and adjustments
  • Syncing with another device
  • Wireless data exchange
  • Peer to peer (Real time via Blue Tooth)
  • Multi-user/player communities
  • Fulfilment of dedicated personal needs
  • 70 of all devices still sold via the operator!

46
Target Audience
  • According to Sendo SmartPhones will appeal to
  • the upwardly mobile consumer
  • Age ranges from early twenties to mid thirties
  • These consumers prefer to spend time with friends
    rather than family.
  • They want brands and products to deliver on
    quality especially related to look and feel.
  • These people are often the early adopters or
    leaders in their peer groups. They are constantly
    looking for the latest gadgets and technology to
    pick up, try and show to their friends. They are
    avid readers of technology and fashion magazines
    such as Stuff, Boys Toys, GQ, FHM, etc.
  • They follow design and fashions closely they
    aspire to being cool. Peer group perception and
    socializing are critical elements in their lives.

47
Target Audience
  • These people will probably focus on the
    entertainment and messaging capabilities of a
    Smartphone device and its capability to make
    communicating with friends more spontaneous or
    fun, to stream video, to play music and to surf
    the net.
  • These people will buy into brands like the Audi
    TT, Apple Mac, FCUK and Absolut Vodka.
  • They seek phones that they can show off to
    friends, that get them noticed or get them to be
    the centre of attention in the group. To this end
    cool new functions and phone capabilities are
    important.
  • The mobile is an indispensable life management
    tool, for staying in touch and for planning
    organizing busy lives.
  • They are looking for a tool, which will make life
    easier for them but at the same time demonstrates
    a certain element of status.

48
Sendos wish list
  • Smart Doc Viewer
  • Smart Virus protector
  • Smart E-Book
  • Smart SAP
  • Smart dBase
  • Smart Remote control
  • Smart PowerPoint
  • Smart Photo Album
  • Smart World Clock
  • Smart Soccer
  • Smart Racing
  • Smart Recipe
  • Smart Diet
  • Smart Financing
  • Smart Expenses
  • Smart Project
  • Smart Dictionary
  • Smart Golf
  • Smart Wallet
  • Smart Converter
  • Smart Phone Book
  • Smart Ghosting

49
So there you have it
50
Next Steps
51
Next steps 1
  • Forum - Free (require registration)
  • News section - Free
  • Links to training - Free
  • Option to book porting lab Paid Service
  • Extensive Java Support started Free (certain
    items require registration)
  • Extend Glossary of terms - Free
  • Sendo specific extensions to Sendo SDK Free
    require EULA
  • Sendo publishing program Revenue Sharing
  • Ability to buy support tokens Paid service

52
Next steps 2
  • Email support solution Paid service
  • Developer Kit shop Paid service
  • Developer of the month Free
  • Application of the month - Free
  • Online consumer software shop Revenue Sharing
  • Developer Event Paid service
  • Elite Program Paid service

53
Planned Tech Info 1
  • Sendo Smartphone System Spec
  • Java Sample application (tutorial source code)
  • Security White Paper (about Series 60 security
    and Sendos policy)
  • MMC/SD how to read an write to it
  • OTA Voting app tutorial source code how to
    write an OTA voting application
  • T9 how to tap into it (tutorial source code)
  • User Guide for content authoring in series 60
  • Introduction to Blue tooth
  • Introduction to mobile gaming (including business
    models)
  • SMS, EMS, MMS email, HTML and IM (tutorial
    source code) Battleship game.
  • GPS (tutorial source code)

54
Planned Tech Info 2
  • MMI example off MMI control (soft button,
    labelling, lists, sound control, backlight
    control, vibrator control), (tutorial source
    code)
  • Voice Rec (tutorial source code)
  • Theme pack how to create one
  • Camerade how to tap into Camera
  • IrDA (tutorial source code)
  • Polyphonic Ring Tones
  • Blue tooth App
  • Localization tutorial
  • Sockets (Connecting to an FTP server)
  • MORE
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