bada: Introduction to Ecosystem


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This presentation was given at the Samsung bada Orange Partner event in West London on May 5, 2011. It introduces the bada ecosystem and gives an overview over the core elements. Find more info on the bada developer site

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  • Building up ones own ecosystem (or a customised variation) is crucial for a handset manufacturer to stay in the game. Otherwise will be downgraded to hardware supplier.Vision: “smartphone for everyone” (=bring smartphone experience into lower-price segment, allow easy access to “privilege of smartphones”) to people who cannot or do not want to spend a lot of money on expensivesmartphonesOnly 20% of all mobile phones sold are smartphonesSegment with huge potentialLow/no entry barrier:Bada is C++, very well abstracted API, with low level details handled by the platformAll tools are for free from developer site. Familiar Eclipse-based IDE + many support tools such as simulator and event injector, unit testing, code coverage, performance analyser etc.A lot of documentation, sample code and training materialRigorous QA before publication in Samsung Apps store  to ensure quality. You can consider this QA process as your test lab, testing your app to provide high quality standards. (including video feedback and Q&A possibilities)
  • 1. Market strategy “Smartphone for Everyone”Targets at smartphone market PLUS mid-level phonesBring the smartphone experience into a lower-price segmentMarket potential1m Waves after 4 weeks5M bada devices by end of 201010m bada devices by end of H1/201113000 apps in store (by March 2011)Total of 100M DL by March. 20110.5 to 1M DL per dayStill: first mover opportunity2. Expansion into consumer electronicsAvoid any dependency, customisation to our needsReact and adapt to own (hw) requirements and developer requirementsbada is Samsung’s software platform and ecosystem for mobile devicesbada may become as cross-technology platform3. Unique features of the technical platformWell-abstracted API ( no entry barrier) Complicated things/apps can be done comparatively easyEclipse based tools, all free (Event Injector and Remote Test Lab, memory usage checker, UI Builder, UI Sequencer)Seamless server-side service integration (E.g.: SNSGateway as one unified access point, All by using the one native bada C++ API)bada is in a position already where it can seen as opportunity or as a threat.In any case bada needs to be taken into account and seriously considered.
  • bada: Introduction to Ecosystem

    1. 1. Welcome to the Samsung bada Orange PartnerEventMay 5, 2011Chiswick Park, London<br />
    2. 2. Agenda<br />16:30 - 17:00 Welcome & Introduction to Orange Partner Martin Wigley<br />17:00 - 17:30 Introduction to bada: Mobile Platform and Ecosystem Manfred Bortenschlager<br />17:30 - 18:00 bada – Familiar Foundations Jon Lansdell<br />18:00 - 18:30 Break<br />18:30 - 19:30 Location-based Services and Social Networking in bada: The  BuddyFix ShowcaseCheng Luo<br />19:30 Event Close<br />19:30 - 22:00 Get together @ The Chiswick Union bar<br />
    3. 3. Give-aways…<br />Free books: <br />Introduction to bada<br />Pay with a tweet: #badaLondon<br />Subscribe to the Samsung Mobile Innovator blog SAMMI:<br />
    4. 4. Give-aways…<br />Brand-new Wave-II:<br />1 device for our favourite tweet #badaLondon<br />1 device for top-scorer at AiRaidAR game<br />3 devices from quizzes during presentations<br />
    5. 5. The bada Ecosystem<br />Samsung bada Orange Partner Event<br />May 5, 2011<br />Chiswick Park, London<br />Manfred Bortenschlager<br />Samsung Electronics Research Institute<br /><br />Copyright© 2011 Samsung Electronics, Co., Ltd. All rights reserved<br />
    6. 6. Why bada ?<br />Smartphone for Everyone<br />
    7. 7. bada Ecosystem<br />Full support for smartphone ecosystem<br />Application<br />Store<br />Developer<br />Support<br />bada<br />Platform<br />Customer<br />Developer<br />Online marketplace<br /><br />Feature-rich <br />Platform<br />Full technical support<br /> <br />7<br />
    8. 8. Application Store:<br />Samsung Apps<br />
    9. 9. Samsung Apps: Global Coverage<br />Launched Samsung Apps in 118 countries (June 2010)<br />Over 100 million downloads (March 2011)<br />13,000 apps<br />Samsung Apps Logo 조금 더 크게<br />9<br />
    10. 10. Certification Process<br /> Device / <br />Function<br />Test<br />Confirma-<br />tion<br />Content<br />Review<br />Sell<br />Review & Confirm<br />Content Review<br />Device / Function Test<br />Target : 7 business days <br />Final confirmation for certification<br />Usability Test<br />Compatibility Test<br />Copyright<br />Age limit<br />Policy & Disclaimer<br />10<br />
    11. 11. Certification: Publisher Guide & Self-Checklist<br />Self-check before registration<br /><br />Publisher guide<br />Self - checklist<br />11<br />
    12. 12. Certification: Test Result Report with Video<br />12<br />
    13. 13. Distribute / Sell Your App<br />Samsung Apps Seller Site<br /><br />Register and upload apps &Monitor sales status <br />Samsung Apps Web site<br /><br />Promotion / Marketing to end user<br />On-Device <br />Client<br />Desktop: Kies<br />13<br />
    14. 14. Marketing Support: Banner<br />Boost sellers’ profits effectively by providing a variety of promotional opportunities<br />14<br />
    15. 15. Marketing Support: Discount<br />Country-specific discounts<br />15<br />
    16. 16. Developer Support<br />
    17. 17. bada Developer Site<br />Provides all tools & documents needed for development<br /><br />VIDEO<br />TUTORIAL<br />API<br />REFERENCE<br />SAMPLE<br />CODE<br />BLOG<br />IDE<br />UI<br />BUILDER<br />SIMULATOR<br />17<br />
    18. 18. bada SDK and IDE<br />The SDK bundle consists of:<br />Eclipse-based IDE<br />Platform binaries and libraries, header files<br />GNU tool chain<br />Tutorials<br />Sample applications <br />Tools<br />UI Builder<br />UI Sequencer<br />Memory Leak Checker<br />Simulator/Emulator<br />Performance Analyzer<br />Event Injector<br />etc…<br />
    19. 19. Online Lecture Videos<br />Available through <br /><br /><br />19<br />
    20. 20. The bada Book<br />20<br />
    21. 21. Remote On-Device Testing<br />Testing<br />21<br />Remote Test Lab<br />
    22. 22. Forum<br />Forum 순서를 EN > CN > KO 로 바꿔주세요<br />Free discussion between developers and <br />Samsung technicians (English, Chinese, Korean) <br />Chinese<br />English<br />Korean<br />22<br />
    23. 23. Premium Support Service <br />1 to 1 Q&A<br />Free of charge (English, Chinese, Korea) <br />23<br />
    24. 24. Seminars & Lectures<br />At universities and major conferences/exhibitions<br />24<br />
    25. 25. Device Loan Program <br />Or make use of Services from the Orange Lab !!<br />25<br />
    26. 26. Mobile Platform<br />
    27. 27. Framework<br />Service<br />Device<br />Kernel<br />bada, Smartphone platform <br />An execution environment for <br />feature-rich apps and services<br />27<br />
    28. 28. New Features in bada 2.0<br />Extended Application Framework<br />Additional Communication Means<br />Enriched User Interaction<br />Web Technology Integration<br />Framework<br />Service<br />Device<br />Kernel<br />28<br />
    29. 29. Extended Application Framework<br />Multitasking<br />29<br />
    30. 30. Association<br />Registration<br />Extended Application Framework<br />“video/mpeg”<br />“video/mpeg”<br />“image/jpeg”<br />“image/jpeg”<br />Enhanced application control<br />3rd party app registered with MIME and <br />URI scheme for later invocation<br />30<br />
    31. 31. Group Owner<br />Additional Communication Means<br />Reading <br />URL<br />Writing<br />“$100”<br />Client 1<br />Client 2<br />Wi-Fi Direct<br />Easy and <br />fast P2P setup<br />NFC<br />(Near Field Communication)<br />Intuitive and fast read/write<br />31<br />
    32. 32. Enriched User Interaction<br />OK!<br />Take me to the bada web site<br />Voice enabled<br />STT (Speech-to-Text) <br />and <br />TTS (Text-to-Speech)<br />OpenAL<br />3D sound by changing position <br />of audio sources and listener<br />32<br />
    33. 33. Web Technology Integration<br />+80 API’s<br />JS Framework<br />with HTML5<br />bada web application<br />Incorporation of HTML5, JS Framework and WAC 2.0<br />33<br />
    34. 34. Wave II, <br />2nd bada ‘hero’<br />1GHz Processor <br />Super Clear LCD (3.7’’ WVGA)<br />5.0 Megapixel camera <br />HD video playback & recording<br />Bluetooth 3.0 <br />Wi-Fi (802.11b/g/n) <br />Various sensors<br />You can win 5 today !!<br />
    35. 35. 5M total bada phones sold in 2010<br />Over 10M total bada phones within 1H, 2011<br />Focus on high-end to mid-level (mass) devices<br />Platform upgrade<br />bada 1.2<br />Wave II<br />bada 2.0<br />bada 1.1<br />Wave 533 / 723 / 525 / 575<br />bada 1.0<br />Wave<br />bada Devices & SDK Evolution<br />35<br />
    36. 36. The Take-Away Message<br />3 reasons why Samsung bada makes sense<br />Market strategy “Smartphone for Everyone”<br />Total customisation flexibility<br />Unique features of the technical platform<br />36<br />
    37. 37. Rise of the Undead …<br />Is an AR first person shooter app<br />… or better vacuum blaster<br />Suck them all up:<br />
    38. 38. How to stay in touch ?<br />Global:<br />Developer site:<br />Twitter: samsungbada<br />YouTube Channel: badadevelopers<br />Local:<br />SAMMI blog:<br /><br />“samsungbada”<br />“badadevelopers”<br /><br />
    39. 39. Quiz to win a Wave-II<br />Name 3 new features in bada 2.0 !<br />39<br />