Transcript Estore developer program

The developer’s highway
to make money out of
application stores
Elena Fersman
Ericsson
About ericsson
› Founded: 1876 in Stockholm, Sweden
› Employees: 86,537 (May 3, 2010)
› Net Sales: USD 27.1 billion in 2009
› Headquarters: Stockholm, Sweden
› 40 percent of mobile calls pass through our networks
› Over 1,000 networks in 175 countries
› 25,000 patents
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What does a telecom
network infrastructure
vendor do at Web 2.0?
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Opportunity vs. Challenge of Telco
~1 new API/Day in ave.
~3 new Apps/Day in ave.
Mainly APIs from Internet …
Very very few Telco apps …
The Telecom APIs are not so well explored yet = opportunity for developers
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Web 1.0 Model
Professional Author
Publish
Provider
Push!
Users = Consumers
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Web 2.0 Model: User-Generated Content
Platform
Provider
Share!
Users = Authors
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Web 2.0 Model: User-Generated Application
Services
Provider
Create & Share!
Users = Authors + Developers
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Application Boom in Telco 2.0
Context
Popularity
The carriers controlled the
network as well as the user
experiences
The Long-tail Model
Telco 1.0
The carriers open up the
network as well as the
innovation
Telco 2.0
Applications
For consumers it’s much easier to find
personalized services than before!
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Telco 2.0 Strategy
Mobile Application Trend
Widgetization
Mashup
More building blocks and
combinations lead to
more possibilities and
innovations.
Applications become
small, focused, portable,
webified and always-on.
Perpetual Beta
The world cannot afford
waiting. A good application
should hit the market a.s.a.p.
and get improved by use.
Socialization
User-Generated
When Social networking is
becoming a major element
of people’s communication
‘habit’, mobile applications
have no excuse to refuse.
Collective wisdom is the
essence of web 2.0. Nobody
has better understanding of
the users than the users
themselves.
Winning Strategy:
• Drive Telco innovation from Developers
• Revenue by opening up the network to prosumers
• Provide easy development & APIs
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What Capabilities can Telco Offer?
Context
• Presence
• Location
• Device Capability
• Terminal Status
Communication
User Data
• Voice Call
• Voice Mail
• SMS/MMS
• Conference
• IM
• Wap-Push
• User Profile
• Phonebook
• Calendar
• Browsing History
• Mobile Social Networking
Identity
Content
• MSISDN
• IP Address
• SIP Identity
• Authentication
• Aliasing
• Privacy
• Ringtone
• Ringback Video
• Photo
• Video
Payment
• Carrier Billing
• Balance
• Credit
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Ericsson Developer COmmunity
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Market co-operation
Invitation to events
Innovation co-operation
Technology co-operation
ISV
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Ericsson Developer
Community
Free development tools
Technical documentation
Development advice and support
Go-to-market channel
Developer
Community
labs.ericsson.com
estore.ericsson.com
320 000 registered community members
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Ericsson Labs – Open Innovation
Expose Beta
Enablers/API
s
Community
Develop Apps
Feedback
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From idea to business
Distribute
ERICSSON LABS
Commercial enablers
API
API
Ericsson estore
Beta
Enabler
Graduate
Product
Enabler
Production
Platform
Best Effort
Platform
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Ericsson multimedia Brokering: IPX
Payment
 25 countries
 2 billion subscribers
 90 operators
Messaging
 350 operators
 96% of all mobile
phone users worldwide
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Subscriber Info
Operator offerings
 Location
 Mobile Identification
Mobile IP Lookup
 Operator Payment &
Connection Services
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Operators developer interaction
Operator
Content
Provider
Operator
Service
Provider
Operator
Developer
Developer
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Operator
Content
Provider
Developer
Operator
Content
Provider
Operator
Service
Provider
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IPX simplifies business
One stop global connection and collection
Operator
Operator
Operator
Operator
Operator
Operator
Ericsson IPX
Content
Provider
Service
Provider
Developer
Developer
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Content
provider
Service
Provider
Content
Provider
Service
Provider
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The mobile web
› The mobile web is mature
› Phones are available and customers are used to browsing
› Many big IPX customers say that 2010 is the year where
they start investing in the mobile web
› Conversion rate 10-15 times higher with operator payments
compared to credit cards
› Simplicity is KING!
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Mobile web payments
Price: 12,0 €
Accept
Reject
Service Name:
Saint Etienne – Only
love can break your
heart
BUY RINGTONE
Provider:
Ringtone Factory
More information
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Thank you for your
purchase! Please click
the link below to
download your
ringtone.
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BRANDED Mobile web payments
This ringtone will cost
you 1,5 € and be
charged on your
mobile phone bill.
BUY RINGTONE
Buy
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Thank you for your
purchase! Please click
the link below to
download your
ringtone.
Cancel
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IN-application PAYMENT
Buy the next
level for €5,0 ?
Yes, give me
more!
Cancel
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Application store experience
My Media Channels
My Internet
Services
- RSS, podcasts, video,
subscribe, personalize -
- Use when I am mobile -
My Social Life
- Stay in touch and
interact with my friends -
My Phone
My Content
- Contacts, Calendar,
Inbox, Account self-care -
- Purchased and
Created,
Seamless backup -
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Device Provider Copy Cats Lining Up!
Windows® Marketplace
Market
App World
RIM pushes
Applications w/o
Carrier notification
100M
Application
Downloads
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for Mobile
Leverage existing XBOX
Live and Zune
Market place
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The Perfect Store…
It Works End-to-end
It’s In Your Face
It’s Engaging and Personal
It’s One Click to Discovery
It’s Cool and Tasty
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ERICSSON Application store
Mobile
Clients
• Co-operative
• Standard oriented
PC
Mobile
Browser
Store
Device
Technology
Partners
IPTV
Store
Store
• Server centric
Developer
Community
Ericsson
Appstore
Content
Providers
Appstore
Manager
Currently delivered to multiple operators
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content and application sourcing
Premium apps
from developers
ERICSSON
application
store
Long tail apps from
developer
communities
Apps from
operators
(devloper comms,
aggregators)
’’Developers’’
Content providers
and aggregators
Consumers &
Enterprises
User generated
content &
applications
Applications
Games
Widgets
Themes, ringtones,
wallpapers
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Widgets
- From Mass-market to High-end devices
W3C Standards Based (Web Runtime)
 Opera is a strategic partner
 W3C widgets can be built using
Opera Widget SDK
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Application store Ecosystem
Capabilities
Partnership
• Passion 
• Innovation
• Consumer Understanding
(as prosumers themselves)
• Agility of Development
• Extreme TTM
• Communication
• Context
• User Data
• etc.
Technical Support
• APIs
• SDKs
• Samples
• Documentations
• Sandbox
• Social Networking
User Viscosity
• Enlarged Application Volume
• Enhanced User Experience
• Stimulated application download
& network consumption
Operator
Developers
Consumers
Business Support
Services
• Verification
• Certificate
• Billing
• Customer Care
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• Branding
• Sale Channels
• Customers
• Business Model
Interaction
• Ranking
• Feedback
• Proposing
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Ericsson application store
Empowers the operator to resell
applications and content to a large
segment of subscribers, by delivering to
handsets and mobile platforms of
different brands and technologies.
• Ericsson provides solutions for operators to build open
application stores
• Right now Ericsson is on behalf of major operators looking for
commercially available applications.
• eStore Developer Program offers innovative tools and helps
developers to reach mobile consumers through operator
distribution channels.
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Application Categories
We are looking for applications in the below categories
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Communications and Internet
Culture, Education and Reference Information
Hobby and Free-time
Business, Financial and Professional
Travel and Holidays
Community
Sports
Games
Home
Government
News
Commerce
Music
Publishing
Health
Broadcasting
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Application store baseline
› Mobile Applications on multiple platforms
– Java
– Symbian
– Windows Mobile
– Blackberry
– Palm
– Android
› Widgets
› Multi-lingual
– For example English, Spanish, German, French, Portuguese,
Chinese and Japanese
› Pricing (price group set by provider)
– Free
– Trial
– Premium
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eStore Developer Program
› estore.ericsson.com
› Distribution Self Service
for Applications
– Publish and follow-up
– Automatic pay-outs to
developers
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Developer benefits
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Can sell content and applications to a market with more
than 1 billion potential users
Revenue share model with 70% to developer
Free tools for application development
Continuous benchmarking through our dashboard
Develop unique applications using network enablers
made available by operators.
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Application Submission Process
Developers manage the full submission process by logging into a
personal web portal
Registration
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6.
Acceptance
Submission
Quality
Distribution
Assurance
Reporting
Settlement
Registration: Developers can register as a company (based on VAT number) or a
private person
Acceptance: All applications have to be approved by Ericsson before being
accepted for commercial distribution
Submission: After an application has been accepted the developer can submit all
application variants, meta-data and marketing material
Quality assurance: The technical quality of each application variant is tested on
the corresponding device
Distribution: The developer has the right to select the markets where an
application is available for distribution. The application price for each application is
set by the developer in the local currency
Reporting and settlement: The developer can view all transaction and settlement
data
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Application Quality Assurance
› Application providers are requested to comply with a list of quality criteria
› Quality assurance of applications includes:
 Malware testing: All applications that are submitted to Ericsson are automatically
scanned for viruses and other malware
 Content quality: Content must comply with Ericsson’s content code of ethics and
e.g. not contain racist, politically extremist or pornographic material
 Technical quality: Applications must run without technical fault on the devices that is
specified by the application provider
 Localization quality: Localization testing includes review of text strings and other
features that are specific for a market
› Ericsson performs continuous quality checks on the application portfolio to
ensure that overall catalogue quality does not deteriorate over time
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Thank you for listening!
Visit our booth 609
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