Platform Landscape &

Storefront Overview

LAI LAU
Lai.lau@att.com
AT&T Mobility

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 Common questions from Developers

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 Agenda

Evaluate the platform landscape

Guidelines for choosing the platforms
Technologies to watch
OEM Storefront comparison

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 Evaluate the Platform Landscape

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commitment,
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 Current Platform Landscape
What Developers are Looking for
Marketability
Best Revenue Opportunity
Largest Customer Base
Best App Store
Easier to discover Apps
Operating System
Most capabilities as an OS
Most Open Platform
Best Technical Support
Most Secure
Hardware
Has the Best Devices
Is the Least Fragmented
Potential
Best long term hardware distribution strategy
Best positioned to power a large # and variety
of connected devices in the Future
Best near term and long term outlook

 Source: Appcelerator – IDC Q4 Mobile Developer Report

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 A 500 Million Unit Connected Device
Opportunity Awaits

 Source: Strategy Analytics Connected Home Devices (CHD) service

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

6 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Development Platforms
 Platform options for Mobile Application development

DEVICE PLATFORMS
Native applications residing on the
Internal Storage device

Middleware Platforms
APIs
Device
Platforms MIDDLEWARE PLATFORMS
Server - side development , integrating various systems , not constra
Corp Network particular OS

Including
Carrier APIs:
LBS, SMS, MMS,
APIs WAP Push, etc

CLOUD PLATFORMS
Server
Cloud- side
Storage development , often residing outside of a corpo
network

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warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Native Device Development
 Pros  Cons

Best user experience Extra effort to port to multiple

Device APIs often provide platforms
advanced services Limited customer base
Faster throughputs and lower Client software required
latency

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

8 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Mobile Web Application
 Pros  Cons

Easy development platform Usually lower overall

No client software required capability relative to
native clients
Simplifies security architecture
(e.g. VPN) Network connection required

Can address large variety of Slower than a native client

devices Variations in devices and
New Web technologies browsers complicate design
improve user experience

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

9 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Mobile Middleware

Mobile Mobile Back-end

Wireless optimized
Device request Server Request Servers

Applications Middleware server Treat mobile client

communicate via acts as proxy for same as any other
wireless Wireless optimized mobile client
middleware client Response
response

Wireless Wireline

Minimize coding through data models and user interface tools

Web Services for back-end integration
Support for multiple device types with the same application
Integration of security and management functions
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

10 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Middleware Platforms
 Use Case
NASA (mobile.nasa.gov)
Deployed middleware solution
to optimize NASA content for
mobile devices
Shares content and common
infrastructure with main
nasa.gov web site
Utilizes Volantis Framework to
render to mobile devices

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

11 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
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 Middleware Platforms
 Pros  Cons

Device OS agnostic and May lack ability to utilize

often works across multiple device APIs
devices in a cost effective User experience and
manner performance may be
Controlled and secured within inferior relative to native
a corporate network device applications
Able to integrate with various Based on proprietary
enterprise applications and technologies
services

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

12 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Cloud Platform

IT-based capabilities
Accessible via Internet protocols from any device
Multi-tenant or shared, at some level
Customer controlled with Web or programmatic control interfaces
Utility hosting, storage & application solutions

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

13 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
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 Cloud Platforms
 Use Case

EnglishPremier
English LeagueLeague
Soccerclubs
Soccer clubsutilize
utilize
a a
cloud - based mobile solution
cloud-based mobile solution
for team apps: news, games,
for team apps:
players, etc news, games,
players, etc
As a hosted solution by
AsPerform
a hosted, each club
solution by manages
their own
Perform, data
each and
club provides
manages
updates
their own via
data aand
webprovides
-based
interface
updates via into the “cloud”
a web-based
interface into the “cloud”

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

14 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
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 AT&T Network APIs

AT&T Network APIs

Powerful tools that are not tied to a specific
device/platform

Standard based APIs that can be easily integrated

to other applications

Speed up your application development efforts with
our live Sandbox (http://developer.att.com/sandbox)

Mobile devices and

assets

MMS

Location

WAP Push

Device Capability
SMS
AT&T devices
Connection cards
Telemetry devices

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

15 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
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 Cloud Platforms
 Pros  Cons

Device OS agnostic and May lack ability to utilize

often works across multiple device APIs
devices in a cost effective Deployed outside of firewall,
manner data security and control
Pricing models often reduce may be a concern
barrier to entry Integration with enterprise
Reduced impact on internal systems may be more
IT resources challenging, relative to
middleware platforms

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

16 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Guidelines for choosing the platforms
Pick a fun platform
Understand your target customers
Weigh local client vs web-based approach
It’s OK to have a hybrid approach
Emphasize application architectures that will support a wide
variety of target devices
Consider new opportunities with connected devices

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

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 Technologies to Watch
 Technologies that will enhance the mobile experience

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 Distribution Channels
 Channels to get your apps to market continue to change

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 Enhanced UI Development
 Tools to enhance mobile user interface development

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 New Platform for Connected Devices

New
Devices/Platforms Network Applications
Opportunities

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

21 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
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 Final Thoughts
Best Practices for building Mobile Applications
Let users know and control what happens to earn their trust
Offer users a choice of interfaces
Design for Flexibility
Design for multiple interaction methods
Optimize network resources
Use transfer compression, cache resources by fingerprinting resource references,
minimize application and data size
Exploit mobile specific feature
Make telephone numbers “click to call”
Optimize response time
Optimize for application start-up time.


© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

22 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Phenomenal Growth in Application Stores
 Application Stores’ Number of Downloads & Revenue


Source: Gartner, Dataquest Insight: Application Stores; The Revenue Opportunity Beyond the Hype

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

23 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 OEM Storefront Overview

THIRD PARTY OEM STOREFRONTS

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

24 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 OEM Storefront Comparison
 Storefront Statistics

Feature

Total Apps 200,000+ 15,000+ 5,000+ Undisclosed 4,000+

U.S. Market Share* 22.7% 27.4% 14.0% 3.4% 1.3%

AT&T Top Devices Samsung Captivate, Torch, Bold, Samsung Focus, HTC Nokia 6350 Pre Plus, Pixi
HTC Aria, Motorola Curve, Pearl Surround, Plus
(Backflip, Flipout, LG Quantum
Flipside, Bravo),
Sony Ericsson X10

AT&T Shelf Yes Coming Soon Yes Coming Soon Coming Soon

AT&T Carrier Yes Yes Yes Yes Coming Soon

Billing

* Source: The Nielsen Company, Total U.S. Market & Smartphone Market, Oct.2010

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

25 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 OEM Storefront Comparison
 Rev Share, Fees & Payouts

Feature

Developer Rev 70% 70% 70% 70% (Credit Card) 70%

Share 60% (Carrier Bill)
Registration Fees $25 One Time $200 One Time $99 Annual EUR 1.00 Free

Submission Fees No fee (unlimited) $200 every 10 apps No fee No fee No fee
(paid apps) (unlimited) (unlimited)
5 free apps then

$19.99/per app

Min. Non-Free Price$0.99 $0.99 $0.99 $0.99 $0.99

Settlement Google Checkout PayPal EFT EFT PayPal MassPay

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

26 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 OEM Storefront Comparison
 App Certification & Testing

Code Signing All apps must be You can use signed Occurs once the Ovi requires No developer
signed; You can APIs, but you must app has passed publishers to certificates or
use self-signed request and certification properly package code signing
Testing Android includes
certificates to RIM
receive a set of Certification
reviews testing without All
and content
sign appsgoes
. Developer must
needed. Automated
testing
sign your appson
tools . submitted
code signing keys involves
apps for both
any failure . through a QA certify
securityduring
scanner
their portal. content
from RIM. automated and process focusing submission process
scans app during
suitability and manual testing on the that their app
submission
performs against MSFTs app verification of meets
processtesting
.
technical testing. cert. reqs. basic or core criteria.
functionality.

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

27 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 AT&T Carrier Shelf
The AT&T “Carrier Shelf” is a
dedicated area on OEM Storefronts,
branded as AT&T AppCenter
AT&T manages the selection and
promotion of apps & games on
each Carrier Shelf
Ease of app discovery
Featured apps meet AT&T’s quality bar
Available on Android Market and
Windows Marketplace
BlackBerry App World, Ovi & Palm in 2011
Android Market Windows Marketplace

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

28 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Android Market – AT&T Carrier Shelf

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29 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Windows Marketplace for Mobile

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30 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Impact of Carrier Billing
 BlackBerry App World Example
Launch of carrier billing produced
120.68% increase in gross sales
140.88% increase in purchases
Key dates
Carrier billing available in Beta 7/29/10
BlackBerry Torch launch 8/12/10
2.0 Launch 8/19/10

20 -05
20 -06

20 -09

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20 -07
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20
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

31 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Tips for Succeeding in OEM Storefronts
Be meticulous about design, UI and marketing
Special emphasis on naming & iconography
Nail your elevator pitch
Develop fast, release often
Listen and respond to customer feedback
Make sure the price is right
Leverage social networking
Use Analytics Tools
Ground Truth

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T

32 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
 Thank You!

© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual
© 2011 AT&T
Property Intellectual
and/or Property. All
AT&T affiliated rights reserved.
companies AT&T,
. All other the AT&T
marks logo and
contained all other
herein are marks contained
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contained AT&Tis
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not an offer All other
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warranty byproperty
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is subject
warranty by AT&T and is subject to change. Mention ofAT a&
to owners.
T.
change. Information
specific
 Mention ofcontained
a specificherein is not an
company or offer,
entity
company or entity is not an endorsement by AT&T.
commitment,
is not an representation
endorsement byor