This document discusses the challenges facing mobile app developers. It notes the fragmentation across mobile platforms, devices, and network APIs. Key considerations for developers include reach of potential users, pricing models, time to launch apps, revenue sharing structures, and geographic support. Developing rich features like call control and billing integration is difficult due to the lack of common APIs across carriers. The document calls for help in addressing these issues to simplify the developer experience.

1. Web and Telecoms : from the trenches
Sean O Sullivan, CTO, Dial2Do sos@dial2do.com

2. Who am I and why do I care?
Rococo Software (2000)
Java/Bluetooth Software (JSR82)
200M Mobile phones to date (Motorola, Sony Ericsson, Samsung, more….)
Dial2Do (Rococo spin-out 2009)
Voice Activation Platform targeted at hands-free users (e.g. drivers)
Text, Email, Twitter, Reminders and more - by dialling a number and speaking
Partner with hands-free providers to offer services “Powered by Dial2Do”

3. What if telcos were really web 2.0 savvy?
Text messages might be free, in return for them
being open, searchable, and re-usable
Every time I texted a friend, or called them, it
would be / could be posted to a website
When I went to call someone, contextual
information would be pulled realtime from the
web

4. Mobile attraction
Mobile is simply “where it’s at” for developers
The notion of not being able to seamlessly
engage with “my web stuff” while on the move
will soon be “quaint”
Facebook 5M Mobile users (Aug 08)
25M Mobile users (Feb 09)
65M Mobile users (Sep 09)
Hence, lots of “web pedigree” developers now
rushing to mobile
And when they get there, they have quite a
reaction…

6. I’d rather develop for?
Internet Mobile
Lots of tools, mostly free, core set Lots of tools, mostly free, each set may
works for any browser address a different “platform”
Different capabilities may be available
in different regions, operators, devices
Application available day one, Control is with the operators, or
worldwide, under my control aggregators, or both.
Process could involve both cost and
time to be “certified”
Billing and pricing easy, and my share Billing can vary wildly, and share will
is predictable ! Many apps free… vary based on approach, on-portal, off-
portal, aggregators. Free is still treated
as suspicious!
I figure out how to get noticed Operator cherry picks winners

7. Wish list
Help ease fragmentation issues
Simplify getting paid
Share more revenue
Let me at the network assets
Get out of my way

8. Fragmentation
Fragmentation is getting worse, not better
platforms : Symbian, Microsoft, J2ME/Java, Apple, Android, LiMo, WebOS,….
devices : regional variations, operator variations,… OMTP-BONDI?
approach : native apps, widgets (Yahoo, Google, Widsets, Opera,… ), web apps, …
network : Orange APIs, Vodafone APIs, O2 APIs, … ONE-API?

9. Simplify getting paid
Payment options are all over the map
Network based billing APIS
Minimal intrusion to end user experience
Predictable payment timescales

10. Share more revenue
Apple’s 70/30 is a black hole - sucking in developers

11. What affects developer decision?
How hard is it? How cool is it? (rich)
Who will be able to use it? (reach)
What’s the time-to-use? (speed)
How will end users be able to pay? (payment)
How much money can I keep? (margin)

12. Think hard about reach…
Source: Shamelessly taken from GetJar App Store Comparison on Slideshare

13. App Store Comparison
Source: Shamelessly taken from GetJar App Store Comparison on Slideshare

14. Platform / Developer Choice (or confusion)
Device APIs telephony
service platforms
?
Aggregator /
Network / Service APIs
Operator APIs

15. Orange APIs

16. Betavine

17. oneAPI

18. Ribbit (part of BT)

19. Jaduka, Ifbyphone, Twilio, CloudVox

20. Many social networks
Lots of social networks

21. Summary
APIs
Lots of them! The question is - how to make a sensible
choice, commitment to a given set of APIs?
Key considerations
Reach, Price, Time-to-Use, Revenue Share, Geography,
Skillset, Richness/Features
Hard stuff
Call control, billing and payment, rich network access.
No common APIs across operators/carriers.
Help?
See links in backup slides

22. Links / References
http://oneapi.aepona.com/
http://developers.facebook.com/
http://blog.dial2do.com/
http://www.slideshare.net/sos100/presentations
CEBP and http://www.alanquayle.com
Voice Mashups
http://thethomashowecompany.com/