http://www.eclipsecon.org/2009/sessions?id=582

1. Make Money Fast!
Market Your KillerApplication
with the Eclipse Pulsar Initiative
Lori Fraleigh
Motorola

2. Agenda
• What is Pulsar?
– Dino Brusco, Senior Director, Motorola & Pulsar
Steering Committee Member
• Introduction of Panelists
• Question and Answers
– Prepared questions
– Questions from the audience

3. Eclipse Pulsar
A Universal Tools Platform for Mobile
Developers

4. Eclipse Today
OEM-specific tools
CDT
Mobile Tools
Eclipse
Tools for
Platform for Java
Mobile Linux
Mobile Application
Developer

5. Pulsar Platform
Handset
Profiles
Pulsar Platform Solution
CDT Providers
Web
Mobile Tools
(HTML, CSS,
Tools for
for Java JavaScript)
Mobile Linux
Common Functionality
Eclipse Platform
Mobile Application
Developer

6. Eclipse Pulsar Initiative | Four Pillars of
Focus
Consortium of the major industry players
• Hosted at Eclipse
– Product
• Define and implement an integrated mobile application development platform
• Create Eclipse components and frameworks for mobile development
– Roadmap
• Roadmap for complete mobile offering
• Broadens field of interest to attract new developers and adoption
– Best Practices
• Simplify the use of Eclipse by mobile application developers through a
common set of test suites, training materials, documentation.
– Promotion
• Consistent marketing message and promotion for Eclipse in Mobile.
• Integrate Mobile across Eclipse Marketing events & promotion materials
3

7. For More Information
• http://wiki.eclipse.org/EMIWG
• http://www.eclipse.org/org/press-
release/20090310_pulsar.php

8. Panelist Introductions
• Ed Schmit
– Director of Enterprise Developer Programs, AT&T
• Alma Rodoni
– VP Distribution Services, Handmark
• Faraz Syed
– Co-founder and CEO, DeviceAnywhere
• Elena Qian
– Senior Manager, Partnership Management, Motorola

9. Q&A

10. Bios

11. Alma Rodoni, VP Distribution
Services, Handmark
• In her role, Alma is responsible for leading all business development,
merchandising and marketing for mobile storefronts Handmark owns and
operates. The company’s desktop and mobile storefronts include
www.handmark.com, Pocket Express “Extras”, and a variety of stores
operated for major mobile operators and device manufacturers such as
Sprint, AT&T, Orange, Telus and RIM.
• With more than 25 years experience in the mobile and PC consumer software
industry, Alma has keen insight into consumer needs and offers a unique
perspective on the growth potential of mobile content. She began her career
working in product marketing for industry leaders including Hewlett Packard
and General Electric. For the past 20 years, Alma has embraced her
entrepreneurial spirit helping to establish, grow and lead a number of small
startup companies with successful results including Banner Blue, the maker
of Org Plus ® and Family Tree Maker ®, Broderbund Software and Pocket
Express Inc..
• Alma partnered with Handmark in 2002 and has led significant development
and distribution deals for Handmark with some of the industry’s largest mobile
brands including The Tetris Company, Sony Pictures Television, EA and
NAMCO. In addition, Alma has played a key role expanding Handmark into
the distribution services business.
• Alma received her BA from Chico State and went on to earn her MBA from
Santa Clara University.

12. Faraz Syed: CEO & Co-Founder
DeviceAnywhere
• Recognizing a need in the fast growing mobile industry to provide the
first truly affordable handset testing service, Faraz founded
DeviceAnywhere in April 2003. Faraz spearheaded DeviceAnywhere's
evolution from being a technology provider for testing to its role today
as a comprehensive mobile development environment. Clients
throughout the world can access real mobile phones linked to live
operator networks, through the Internet on their desktops. Being one of
the fastest growing mobile start-up companies in Silicon Valley, the
company provides service to many of the largest Internet and mobile
companies in the world with more than 650 clients using the service.
• Prior to launching DeviceAnywhere, Faraz was the Director of Solutions
at Brience, a mobile WAP applications company, and a Technical
Architect at KPMG Consulting. While employed with Brience, he
experienced the difficulty and expense required to develop new mobile
applications when teams often had to travel abroad to set up testing
labs and independently purchase new handsets. The challenge facing
the industry presented Faraz with the vision for founding
DeviceAnywhere. Faraz has also held technical positions at Oracle,
KLA Tencor and AMD. He holds a MS in Electrical Engineering from
Stanford University and a BS in Electrical Engineering from the
University of Texas at Austin. He is also the lead singer for a local rock
band, Kaif.

13. Elena Qian, Senior Manager,
Partnership Management, Motorola
• As Senior Manager of Partner Management for Motorola
Mobile Devices, Elena Qian is responsible for developing
and managing relationships with key Consumer
Experience-related ecosystem partners. Elena’s focus is on
social networking and social media, interfacing with external
allies to determine what innovative applications and
solutions will enrich the consumer experience on Motorola
mobile devices.
• Prior to this role, Elena spent two years in Motorola’s
Business Leader Development Program, a company-wide
initiative to develop company leaders. Over the course of
the program, she supported various business units
including corporate strategy, product marketing, and supply
chain.
• Elena holds an MBA from the University of Chicago and a
Master’s in Computer Science from the University of Illinois
at Urbana-Champaign.

14. Dino Brusco, Sr. Director, Dev
Platforms & Services, Motorola
• As a leader within Motorola’s Ecosystem organization,
Dino is responsible for developing and delivering the
products and services to enable application software
developers to create iconic user experiences on
Motorola’s mobile products. Dino and his team led the
creation of Motorola’s first integrated development
platform for third-party application development that is
based on an open source framework enabled by Eclipse.
• Dino’s previous experience includes Vice President,
Software Developer and Technical Services at
PalmSource, Inc., where he led the 400,000-member
Palm OS developer community and delivered the Palm
OS platform to its licensees. Dino’s background also
includes VP of Marketing and VP of R&D positions at high
technology companies. He has experience in a broad
array of industries including enterprise, mobile,
embedded, and aerospace/defense.
• Dino has a Bachelor of Science degree in Electrical
Engineering from University of Florida.