The document discusses enabling operator-centric services through mobile application distribution. It summarizes the current landscape of device-specific, platform-specific, and operator-specific app stores. It envisions operators leveraging their assets and scale through white-label app stores and a federated service model. The LiMo platform aims to provide an open environment for application development while respecting the business models of operators.

1. Enabling Operator Centric Services
Morgan Gillis MetaPlaces 2009
Executive Director 22 Sept 2009
LiMo Foundation

2. Agenda
Industry Landscape
Current Application Distribution Landscape
Future Outlook
Role of the Operator
LiMo Platform as a Key Service Distribution Enabler
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3. Industry Situation
Investment
4G, emerging markets,
mobile broadband, app-
stores etc
Value Creation
Major new competitors seeking
to disintermediate traditional
LiMo Platform enables incumbents from consumers
value creation without
disintermediation
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4. Application Distribution Models
Device-specific Platform-specific
Operator-specific
app-store (e.g. Apple app-store (e.g. Google
app-store
App Store) Application Market)
Locked-in value
app-store app-store app-store
SDK 2 SDK
SDK SDK SDK X SDK Y
Runtime RuntimeX RuntimeY
Operating System Device Platform Device Platform
•Proprietary app-store •Proprietary app-store •Proprietary app-store
•Vendor-specific SDK •Proprietary / platform-specific •Open SDK(s)
SDK •Multiple standard runtimes
•Closed vendor-specific
•Proprietary / platform-specific •Open device platform
Operating System runtime
•Multi-vendor devices
•Vendor specific devices •Open device platform
•Service Federation
•Multi-vendor devices
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5. Current App Store Landscape (1)
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6. Current App Store Landscape (2)
Developers should follow the money
by concentrating on open future-
proof programming environments
and avoiding technology dead-ends
Every app-store
exists to serve the
core business
agenda of its
owner
Operators hold the key to future
within their untapped information
assets – although not all realise
this
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7. Consumer Needs
Choose where to
Freedom to visit any site/store install their app and
via mobile/PC to download, purchase how to pay for it
& install applications of their choice
Vertical app stores represent a very small portion of content, applications that could
potentially be available; the subset that’s available to the consumer is arbitrarily
decided by the application store owner based on how it furthers their commercial goals.
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8. Future Outlook
+ =
Smaller operators can only be in play through shared infrastructure
+ =
Major carriers have a fantastic advantage with their scale &
information assets – and what if they also coordinate their app-
store initiatives?”
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9. White-Label App Stores
Good solutions for small operators who would be happy to have a hosted solution
Appealing to large enterprises who could set up their own branded stores
to deploy mobile applications to employees and customers
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10. “First access route” Enabled by LiMo
Secure Identity Hosting
Meta app-store Federated services
Facebook
Twitter
...
Platform-specific
...
...
Platform-independent Widgets
Native Applications
Value Line
Application Runtime(s)
LiMo PlatformTM
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11. Operator Meta App Stores
Will leverage key operator assets
to provide a superior user
experience
Will provide
developers with
in-built and
Will provide trusted system
developers with Operator to charge for
the critical mass apps &
necessary for Meta app- subscribers with
positive ROI store a straightforward
and seamless
way of paying
for their apps
Will offer consumers more choice
in terms of devices on which they
can get their apps as compared
to vendor specific app stores.
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12. Service Federation
Centralised, Ubiquitous service
converged access irrespective
& automatically of device being
updated contact list used
that can be shared
securely
Mobile Operator as
the Provider &
Protector of Identity
Operators well placed to federate due to exiting relationships of trust with end-users
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13. Key Operator Assets
Billing
User Data Network APIs
Relatedness Service Federation Large Subscriber Base
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14. Strong Committed Leadership
LiMo Board Members
Approaching 1 Billion subscribers managed by carrier members

15. Broad and Deep Industry Engagement
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16. LiMo Platform Positioning
Brand / Business Model Conflict
Freedom to Create Value
“Unbranded” Android x N
Vendor-specific Non-Independent Independent Device
Application Platform Device Platform Platform
Service Delivery Models
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17. Major Operators’ Perspective
•Single relationship
•Homogeneity •Service federation
•Disruption
Brand / Business Model Conflict
•Accessible value
•Disintermediation •Leverage of key assets
Freedom to Create Value
•“Dumb pipe” future
Brand and business
model competition
Vendor-specific Non-Independent Independent Device
Application Platform Device Platform Platform
Service Delivery Models
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18. Unique Role and Core Values of LiMo Foundation
To deliver the fully independent whole-industry platform for mobile
devices leveraging the efficiencies of Linux-centric collaborative
technology and enabling diverse commercial innovation to thrive freely
•Equitable Contribution Model
Independent •Collaborative Road-mapping
Platform
Governance
Brand and
Fit-For-Purpose 18TM
Business Model
IPR Policy
Neutrality
•Permissive towards developers •Freedom to create value
•Strong copy left / structured compliance •No risk of disintermendiation
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