Powering Proximity Sean O’Sullivan CEO, Rococo So5ware firstname.lastname@example.org
About Rococo So5ware Ltd. Founded February 2000, Ireland Sector Wireless Infrastructure So5ware /Tools Technology Proximity So5ware, Java/Bluetooth (JSR82), BONDI Bluetooth APIs, Short range wireless Awards Infoconomy, Frost and Sullivan Standards and Bluetooth SIG, Java Community Process (JCP), AﬃliaQons Irish Bluetooth Users Forum (IBUF) Funding VC, Enterprise Ireland, Aplix CorporaQon
Rococo vision : Powering Proximity Proximity Impronto Jillity Java (based on JSR82) Bluetooth (Bluetooth, (based on BONDI/WAC) Browser NFC, other…) Goal: Make it easy to create compelling LocalSocial applicaQons and services that take advantage of proximity Web and Social Networks Now extending product range in two key ways: 1 Beyond Java/J2ME, to connect Bluetooth to the Browser, Bluetooth to the Web, to Social Networks, and more 2 Beyond Bluetooth, to embrace proximity in general, regardless of wireless connecQvity technology (Bluetooth, NFC, others….)
Rococo and JSR82 Rococo helped write the original Java/Bluetooth Standard (JSR82) and conQnues to drive that standard today (Release 4 just completed). Rococo oﬀers the most widely deployed JSR82 implementaQon in the world (180M units and counQng). JSR82 Java/Bluetooth OS / Java VM Phones
VisionMobile Market Maps Distilling market noise into market sense www.100millionclub.com Embedded software shipments (cumulative) handsets shipped 100 million 500 million 1 billion company product type HQ (million) 0 100M 200M 300M 400M 500M 600M 700M 800M 1B 2B 3B 4B 5B 6BThe 100 Million Club is the watchlist Applications (embedded)of software companies whoseproducts have been embedded on 3 Quickoffice Mobile Office enterprise application USA 301 Rmore than 100 million mobilehandsets. The current editionfeatures cumulative shipments up to Browsersthe first half of 2010. 4 ACCESS Netfront browser Japan 831 EDespite the apparent opportunity inthe one-billion-a-year handset 5 Myriad Group Browser browser Switzerland 2181 Rmarket, very few software companies 6 Opera Opera Mobile browser Norway 165 Ehave managed to overcome the 7 Various WebKit browser engine USA 350 E Rococo: No. 1 Independentcommercial and technical challengesinherent in the mobile industry.Worldwide Handset Shipments Middlewarein 1H10 JSR82 vendor with 180M units Aricent Media EXP suite audio/video codecs USA 530 R620 million 8 9 ARM Mali-JSR184 graphics middleware UK 177 RKey insights # BitFlash Mobile SVG graphics engine Canada 506 R- Only a handful of mobile softwareproducts were shipped in more than # Carrier IQ MSIP analytics module USA 114 R100 million devices during the firsthalf of 2010. Among them were # HI CORPORATION MascotCapsule graphics engine Japan 625 ET9/XT9 by Nuance, vRapid Mobile # Ikivo SVG Player graphics engine Sweden 404 Rby Red Bend and Nucleus by MentorGraphics. # Mimer Mimer SQL database engine Sweden 117 R- A total of 350M handsets have # Myriad Group Messaging client messaging middleware Switzerland 1077 Rshipped with a WebKit-poweredmobile browser up to the end of # Nuance VSuite speech recognition USA 420 R2Q10. The biggest contributors to # NXP Software LifeVibes MxMedia multimedia middleware Netherlands 764 Rshipments of the open sourcebrowser engine are the Series 40 and # PacketVideo CORE video codecs USA 434 RSymbian OSs, while the steep rise ofAndroid will play a bigger role in # Red Bend Software vRapid Mobile firmware update USA 830 RWebKit going forward. # Rococo Impronto TLK bluetooth middleware Ireland 179 RResearch notes # Scalado CAPS graphics engine Sweden 600 RHandset shipments refer to # TAT Kastor graphics engine Sweden 470 Rcumulative licensed units, whichhave been pre-loaded on handsetsshipped by the end of 1H10. Kernel Components Micron Flash Data Integrator file system USA 998 R # # Open Kernel Labs OKL4 microkernel USA 700 R Input engines # Nuance T9/XT9 text input engine USA 5180 R # Nuance eZiText/eZiType text input engine USA 790 RPublished in October 2010. Licensed for use under a Creative Commons Attribution No Derivatives 3.0 license.VisionMobile believes the statements contained in this document to be based upon informationCopyright VisionMobile. Some rights reserved. that we consider reliable at the time of publication. The 100 million club is based on an original concept by Morten Grauballe. H1 2010 Update
LocalSocial : A Social Proximity Pla_orm Social Proximity Pla_orm: Make it easy for developers to create mobile applicaQons that can combine real-‐world and social informaQon. Real World Social World What’s around me? AcQvity What can I connect to? Status Friendship Bluetooth used to scan for Bluetooth addresses stored online, and people and things nearby linked to a user’s social informaQon
What’s a proximity platform? Gives mobile side a single view of proximity (multiple platforms) Regardless of short range wireless technology (BT, WiFi, ZigBee, …) Has a cloud based service where proximity info is stored Developer can focus on App Functionality What’s nearby? Is it something of interest to my app, to my user? Mobile Cloud Social Proximity End-‐user LinkedIn Oauth Android Dowser Dowser BlueBox Android J2ME Website Interface for mylocalsocial.com third party service LinkedIn Facebook LocalSocial SDK LocalSocial Code Server Twider JSR82 Last.fm Android Server DB Java /J2ME
GoalBuild the world’s best proximity platform Make it easy for developers to add Proximity features to their apps Provide libraries for mobile clients (J2ME, Android, ...) Multiple short-range wireless technologies (Bluetooth, NFC, WiFi,...) Open to location-owners to join the platform Monetisation: value redeemed in the platform, bulk API access, analytics Connect it to the social web (LinkedIn, Facebook, Twitter, etc.)
What problem does LocalSocial solve?Gives developers rich abstractions for scanning and connecting todevices nearby Current APIs are very low level - requiring the developer to create lots and lots of code to do just basic stuff (e.g. JSR82 for Bluetooth) Offer a consistent proximity experience Current APIs vary wildly by platform, and are inconsistent - so I have to re-write lots of code from scratch for each new platform to do anything Works with multiple short-range technologies LocalSocial is designed to be neutral to the wireless bearer - Bluetooth, WiFi, NFC, ZigBee … Adds value : provides tag storage, social network connections, ++ Developers can build mobile apps with proximity functionality quickly and easily, and can hook those apps in to some popular social networks (twitter, facebook, etc.)
How does it work? + + LocalSocial Client Libraries Apps Cloud Service for Mobile Devices Developers build proximity-enabled applications using the LocalSocial Libraries. The libraries in turn use the LocalSocial Cloud service (via APIs). LocalSocial Developers Cloud Service Retail / Location Partner Location owners can join the platform by registering their location with LocalSocial, or connecting to their existing location information in FourSquare, Google Places, etc. Apps can react when other LocalSocial-enabled Apps are within range, or when any location is within range. Enables loyalty tracking, hyperlocal offers, vouchers, gaming, social browsing….
Business Model Share a portion of value-transacted in the platform: Ads, Coupons, Vouchers, Real Time Deals Apps with high API usage pay for throughput Charge for analytics
LocalSocial lowers barrier to participationCurrent proximity networks • Require Locations to install equipment (e.g. Bluetooth Access Points) • Are typically closed Developers Locations LocalSocial is open to both Developers and Location Owners Developers can use free API to use the network Location Owners use off the shelf apps and SmartPhones or Tablets to join the network
Proximity meets Social• End users can register to get better offers, store prefs, track loyalty, share stuff (“give me stuff relevant to me”) Shops Identity is key End users get better everything (offers, services, fun, sharing) Brands get better end user demographics
LocalSocial broadens the interaction modelTo date, most proximity solutions are push-based • The location or store pushes offers to people in range • With LocalSocial - users can also initiate the interaction • Apps for offers, loyalty, deals, more…. Shops
StatusNow in Beta, open for early adopter developers Join in : www.mylocalsocial.com TimingsEnd Q1: Launch / Trials with proximity marketing partners
Mobile Social Network Apps Peer to Peer Social Games How can LocalSocial be used in ApplicaQons? Proximity MarkeQng SoluQons Add Proximity to Phone Address Book With custom hardware (e.g. Facebook Bracelet)
LocalSocial ApplicaQons: Mobile Social Networks Social Network owner uses LocalSocial in their mobile client apps (e.g. Facebook, LinkedIn) Users can scan for other network members nearby Could also work in background -‐ look regularly for others nearby and alert user Works indoors -‐ where other locaQon opQons such as GPS / CellID may be weak or unusable Users can control how much of their proﬁle is visible to total strangers (none, just a name, a diﬀerent name, and so on) See the Demo App In3 later as an example of such an app.
LocalSocial ApplicaQons: Proximity MarkeQng 3. RegistraEon process associates Can connect “Like” budons (aka Joe’s BT address Fans) from the virtual w6. “123” iith w s “Joanne” orld English. She is “123” with SN real world stores She is 25. account 5. What do you She likes the Gym know about “123”? Enables audience segmentaQon: 1. ‘Joe’ is fan of Brand X • Oﬀers based on demographic proﬁle 2. Opts-‐in to receive oﬀers • Oﬀers based on user interests • Oﬀers based on user content • Support for online f ans www.brandx.com 7. BrandX delivers relevant promoEon 4. Proximity MarkeEng to “Joe” System detects proximate Individual via BT (“123”)
LocalSocial ApplicaQons: Proximity in the address book Most vendors creaQng “social” address books -‐ connecQng them to Facebook, twider and more Proximity is of interest as an addiQonal “live” feature that can enhance address book. LocalSocial could power such a feature. User could either scan for people with “social” address books nearby, or… …get alerted if someone is near who has the user in their address book
Summary LocalSocial provides a social layer for Bluetooth Cloud Service plus Client Side Libraries Goal: simplify the creaQon of proximity-‐enabled apps Try it now: go to www.mylocalsocial.com Rococo SoYware Headquarters Rococo SoYware Japan 3 Lincoln Place Ireland House 4F Dublin 2, Ireland 2-‐10-‐7 Kojimachi Chiyoda-‐ku, Tokyo T: +353-‐1-‐660-‐1315 102-‐0083 Japan F: +353-‐1-‐662-‐0170 F: +81-‐3-‐5276-‐5210 F: +81-‐3-‐5276-‐5262
LocalSocialIs a proximity platform It makes it easy for developers to add proximity to their apps Right now - this is hard to do (see later) Product PositioningIt is not a location platform There is of course a connection between location and proximity If I know the location of two things - I can ﬁgure out proximity If I know about things very near to me - I may be able to work out where I am
Location versus Proximity?We believe location and proximity functionality are complementary Both have strengths - and weaknesses (see below) Facebook Places, Google Places, Google Maps, FourSquare, Gowalla, Yelp,Location is very popular SCVNGR, SimpleGeo, 40% iPhone Apps, etc. etc. Proximity is not - yet! Location: Bluetooth, NFC, etc…: - GPS works best outdoors - Works indoors, on the train, at conference, big building etc. - Restricted in covered areas - Communication: not just location - Relies on satellite or cell id - Topology: Peer to peer based connectivity - Urban versus rural accuracy - Operates within short range - Can be signiﬁcant power drain - Designed for low power drain LocalSocial is not designed for all scenarios - especially Location Scenarios. It s really about Proximity.