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Lessons Learned 
from Multi‐Platform Deployments

               Mobile Web and Apps 
                       World Forum

          May 2012
Background
•   One of the oldest mobile app developments shops in the world.

•   2001: SMS, WAP
•   2002: J2ME
•   2003: Brew
•   2005: Billing Subscription Services, Sidekick
•   2006: Blackberry, Windows Mobile
•   2007: iOS
•   2008: Android
•   2010: Qt, HTML5, OpenGL
•   2011: Windows Phone 7


•   Based in Annapolis, Maryland.
Nextel Sprint, AT&T, Verizon T-Mobile Sprint AT&T   Cingular                                                                     Virgin Mobile Cingular                   AT&T                      T-Mobile Blackberry Brew    iPad Windows
                                                   launches T-Mobile launches launches launches becomes offers MRC                                                                      launches rebrands                    launches                     Android World & Ovi devs released Phone 7
                                                     J2ME launch J2ME Brew Sidekick GameLobby Cingular     billing                                                                        J2ME      as AT&T                   iPhone                     launches   launch earn $3B         released


                                      1600                                                                                                                                                                                                                              OpenPath                               OpenPath offers
                                                                                                                                                                                                                                        OpenPath provides
                                                                                                                                                                                                                                                                        completes over                         WP7 conversion
                                                                                                                                                                                                                                        custom application
                                                                                                                                                                                                                                                                        5,000 Brew builds                      and development
                                                                                                                                                                                                                                        design support
                                      1400                                                                                                                                                                                                                     OpenPath offers




                                                                                                                                                                                                                                                                                                                                           Trademarks are the properties of their respective owners
                                                                                                                                                                                                                                   OpenPath develops           Nokia Qt porting
                                                                                                                                                                                                                                   applications using          and conversion
                                                                                                                                                                                                                                   OpenGL         OpenPath offers
                                      1200
OpenPath Products’ Device Inventory




                                                                                                                                                                                                                                                  Android conversion
                                                                                                                                                                                                                           OpenPath offers        and development
                                                                                                                                                                                                                           iPhone conversion
                                      1000                                                                                                                                                                                 and development
                                                                                                                                                                                    OpenPath                        OpenPath offers
                                                                                                                                                                                    launches                        porting services for
                                       800                                                                                                                                          Storefront Deck                 Blackberry and
                                                                                                                                                                                    Analysis service                Windows Mobile
                                                                                                                                     OpenPath
                                                                                                                                     launches                                       OpenPath ports
                                       600                                                        OpenPath ports                                                                                                                                                                                 J2ME
                                                                                                                                     platform for                                   games and apps
                                                                                                  J2ME to Brew
                                                                                                                                     AT&T app                      OpenPath offers for Virgin phones
                                                         OpenPath
                                                                                                                                     distribution                  Sidekick porting
                                                         releases                 OpenPath ports
                                       400               WAP and                  J2ME to multiple              OpenPath            OpenPath                       OpenPath offers
                                                         SMS Tools                carriers & phones             releases            offers                         MRC solutions for
                                                                                                                SMS                 Gamelobby                      AT&T developers
                                       200                                   OpenPath                                                                                                                                                                                                                  Brew
                                                                                                                Testing             support and
                                                    OpenPath                 ports WAP
                                                                                                                Tools               libraries
                                                    Founded                  apps to J2ME
                                                                                                                                                                                                                                                                                                                          Android
                                        0
                                                          01‐Sep‐01




                                                                                      01‐Sep‐02




                                                                                                                 01‐Sep‐03




                                                                                                                                           01‐Sep‐04




                                                                                                                                                                        01‐Sep‐05




                                                                                                                                                                                                   01‐Sep‐06




                                                                                                                                                                                                                            01‐Sep‐07




                                                                                                                                                                                                                                                            01‐Sep‐08




                                                                                                                                                                                                                                                                                     01‐Sep‐09




                                                                                                                                                                                                                                                                                                                  01‐Sep‐10
                                             01‐Mar‐01




                                                                      01‐Mar‐02




                                                                                                    01‐Mar‐03




                                                                                                                             01‐Mar‐04




                                                                                                                                                       01‐Mar‐05




                                                                                                                                                                                       01‐Mar‐06




                                                                                                                                                                                                               01‐Mar‐07




                                                                                                                                                                                                                                             01‐Mar‐08




                                                                                                                                                                                                                                                                         01‐Mar‐09




                                                                                                                                                                                                                                                                                                   01‐Mar‐10




                                                                                                                                                                                                                                                                                                                               01‐Mar‐11
                                                                                                                                                                                                                                                                                                                                            3
New Devices by Type in OpenPath Inventory since May 2011:
                                                                       Windows 
         OS Type                  Distinct Qty                         Phone 7
         Android                            97               Symbian
                                                             MeeGo
         Bada                                2
         Blackberry                          6
                                                                J2ME
         Brew                               38      iPhone
         iPhone                              4
         J2ME                               10
         MeeGo                               3
         Symbian                             7                                    Android
                                                             Brew
         Windows Phone 7                    11



                                                             Blackberry
                                                                          Bada

See also PhoneArena.com for other industry data
BB
    Qt      9%   iOS
    9%           22%



J2ME/BREW
   20%
                 Android
                  28%
          WP7
          12%
Industry Trends
Manufacturer Innovation


             Device Fragmentation


                      Device Porting & QA 



                             “Universal Dev Tools”


                                        Tool Fragmentation
•   One‐Time Storefront Purchase
•   Subscription APIs
•   In‐App Purchase / AVB
•   In‐App Advertisements
• Good Industry Patterns:
   –   Hardware Innovation
   –   Open, well‐supported SDKs and APIs
   –   Devices that consistently implement APIs
   –   Multiple billing models 
   –   Low‐friction store submissions
   –   Balancing Quality and Quantity in the Stores
• Qualcomm:
  – $3+ Billion in developer revenue
  – Consistent SDK and APIs
  – Consistently implemented on devices
  – Single submission to multiple storefronts
  – Good developer support
  – Good Monetization strategy 
     • 1 time billing, subscriptions, demos, IAP
•   Carefully select development tools
•   Carefully select Reference and Target Devices
•   Effectively use the tools available to you
•   Learn from past projects & experienced partners
•   Apply a good QA strategy
•   Plan a monetization strategy from the start
Development
   Android
     iOS
    WP7
•   Native SDKs & APIs
•   Hybrid Native / Webkit
•   HTML5
•   “Rapid” and “Universal” Runtimes
http://developer.android.com/resources/dashboard/platform‐versions.html
Potential Reference Device List as of April 2012:

Manufacturer   Nickname                   Width         Height     OS
Samsung        Galaxy S 2                   480           800    2.3.3
Motorola       Droid X                      480           854    2.2.1
Motorola       Bionic                       540           960    2.2.1
HTC            Rezound                      720          1280    2.3.4
Amazon         Kindle Fire                  600          1024    2.3.4
Samsung        Galaxy Nexus                 720          1280    4.0.2
Samsung        Galaxy Tab 7                 600          1024      2.2
Samsung        Galaxy Note                  800          1280    2.3.6
•   Cocos2d
•   TapJoy
•   Analytics: Omniture, Flurry
•   Openfeint
•   Urban Airship
•   Open Street Maps
•   JabFab (http://www.JabFab.com )
•   AllJoyn

Always check the licenses first
• Consider using OpenGL.
• Use the SD Card ‐ it’s faster.  
• Use the platform tools ‐‐ XCode
  Memory Analyzer, Eclipse MAT, etc.
• Use NDK if you hit Android memory or 
  performance problems.
• Design separately for tablet vs phone.  
• Don't try to make iOS‐native UI 
  widgets on Android, or vice‐versa.
• When converting menu‐driven 
  applications…
  – Convert the business logic line for line
  – But create the display logic appropriately 
    for the target platform.
• Design and develop to provide the 
  best of each platforms.
• Don’t go for lowest‐common‐
  denominator. 
• … but ensure business logic is 
  consistently implemented across 
  platforms.
• “Beautifully Different”
• For Apps, start fresh with your design. 
  Follow Metro Guidelines.
• Find an experienced partner or go to 
  training.  
• If converting from an existing app, try 
  to start from an Android codebase.
MS provides some good info...




http://wp7mapping.interoperabilitybridges.com/Home/Library?source=Android
•   CPU processing 
•   Tombstoning
•   Panorama vs Pivots
•   Use Live Tiles
•   Smoothstreaming only
•   No Flash
QA
• Create Test Plans in conjunction with 
  Design and Development.
• Efficiently address fragmentation.
• Always test under multiple network 
  conditions.
• Include automated tools where they 
  make sense.
• Don’t use an API unless there is a 
  clear use case benefitting the user.  
• Be mindful of iOS monetization rules.
• Do not use UDIDs.  Use UUIDs.  
• Use the iOS configuration.
Monetization
  Paths
• Google               •   Fortumo
• Samsung              •   Playphone
• Nokia                •   Amazon
                       •   Boku
•   WAC                •   Zong
•   Verizon
•   AT&T / Motricity   • PayPal
•   AT&T / Playphone   • Google Wallet
•   T‐Mobile
• iOS Dvl             • Mac OS X
    • Android Dvl     • Google TV
      • Google Play IAP
            • Amazon IAP / Amazon Store
                • Verizon IAP / Verizon Store 
                     • AT&T IAP / AT&T Store 
                       • Samsung IAP / Samsung Store 
                            • WAC IAP / WAC Carrier Stores 

                 • WP7 / Microsoft Store 
Questions?
• We will be in New Orleans this week
• Richard Smith, CTO
  – rich.smith@openpathproducts.com
  – 1.410.897.0406

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Mobile Web and Apps World New Orleans Session 3 lessons learned from multiple deployments

  • 1. Lessons Learned  from Multi‐Platform Deployments Mobile Web and Apps  World Forum May 2012
  • 3. One of the oldest mobile app developments shops in the world. • 2001: SMS, WAP • 2002: J2ME • 2003: Brew • 2005: Billing Subscription Services, Sidekick • 2006: Blackberry, Windows Mobile • 2007: iOS • 2008: Android • 2010: Qt, HTML5, OpenGL • 2011: Windows Phone 7 • Based in Annapolis, Maryland.
  • 4. Nextel Sprint, AT&T, Verizon T-Mobile Sprint AT&T Cingular Virgin Mobile Cingular AT&T T-Mobile Blackberry Brew iPad Windows launches T-Mobile launches launches launches becomes offers MRC launches rebrands launches Android World & Ovi devs released Phone 7 J2ME launch J2ME Brew Sidekick GameLobby Cingular billing J2ME as AT&T iPhone launches launch earn $3B released 1600 OpenPath OpenPath offers OpenPath provides completes over WP7 conversion custom application 5,000 Brew builds and development design support 1400 OpenPath offers Trademarks are the properties of their respective owners OpenPath develops Nokia Qt porting applications using and conversion OpenGL OpenPath offers 1200 OpenPath Products’ Device Inventory Android conversion OpenPath offers and development iPhone conversion 1000 and development OpenPath OpenPath offers launches porting services for 800 Storefront Deck Blackberry and Analysis service Windows Mobile OpenPath launches OpenPath ports 600 OpenPath ports J2ME platform for games and apps J2ME to Brew AT&T app OpenPath offers for Virgin phones OpenPath distribution Sidekick porting releases OpenPath ports 400 WAP and J2ME to multiple OpenPath OpenPath OpenPath offers SMS Tools carriers & phones releases offers MRC solutions for SMS Gamelobby AT&T developers 200 OpenPath Brew Testing support and OpenPath ports WAP Tools libraries Founded apps to J2ME Android 0 01‐Sep‐01 01‐Sep‐02 01‐Sep‐03 01‐Sep‐04 01‐Sep‐05 01‐Sep‐06 01‐Sep‐07 01‐Sep‐08 01‐Sep‐09 01‐Sep‐10 01‐Mar‐01 01‐Mar‐02 01‐Mar‐03 01‐Mar‐04 01‐Mar‐05 01‐Mar‐06 01‐Mar‐07 01‐Mar‐08 01‐Mar‐09 01‐Mar‐10 01‐Mar‐11 3
  • 5. New Devices by Type in OpenPath Inventory since May 2011: Windows  OS Type Distinct Qty Phone 7 Android 97 Symbian MeeGo Bada 2 Blackberry 6 J2ME Brew 38 iPhone iPhone 4 J2ME 10 MeeGo 3 Symbian 7 Android Brew Windows Phone 7 11 Blackberry Bada See also PhoneArena.com for other industry data
  • 6. BB Qt  9% iOS 9% 22% J2ME/BREW 20% Android 28% WP7 12%
  • 8. Manufacturer Innovation Device Fragmentation Device Porting & QA  “Universal Dev Tools” Tool Fragmentation
  • 9. One‐Time Storefront Purchase • Subscription APIs • In‐App Purchase / AVB • In‐App Advertisements
  • 10. • Good Industry Patterns: – Hardware Innovation – Open, well‐supported SDKs and APIs – Devices that consistently implement APIs – Multiple billing models  – Low‐friction store submissions – Balancing Quality and Quantity in the Stores
  • 11. • Qualcomm: – $3+ Billion in developer revenue – Consistent SDK and APIs – Consistently implemented on devices – Single submission to multiple storefronts – Good developer support – Good Monetization strategy  • 1 time billing, subscriptions, demos, IAP
  • 12. Carefully select development tools • Carefully select Reference and Target Devices • Effectively use the tools available to you • Learn from past projects & experienced partners • Apply a good QA strategy • Plan a monetization strategy from the start
  • 13. Development Android iOS WP7
  • 14. Native SDKs & APIs • Hybrid Native / Webkit • HTML5 • “Rapid” and “Universal” Runtimes
  • 16. Potential Reference Device List as of April 2012: Manufacturer Nickname Width Height OS Samsung Galaxy S 2 480 800 2.3.3 Motorola Droid X 480 854 2.2.1 Motorola Bionic 540 960 2.2.1 HTC Rezound 720 1280 2.3.4 Amazon Kindle Fire 600 1024 2.3.4 Samsung Galaxy Nexus 720 1280 4.0.2 Samsung Galaxy Tab 7 600 1024 2.2 Samsung Galaxy Note 800 1280 2.3.6
  • 17. Cocos2d • TapJoy • Analytics: Omniture, Flurry • Openfeint • Urban Airship • Open Street Maps • JabFab (http://www.JabFab.com ) • AllJoyn Always check the licenses first
  • 18. • Consider using OpenGL. • Use the SD Card ‐ it’s faster.   • Use the platform tools ‐‐ XCode Memory Analyzer, Eclipse MAT, etc. • Use NDK if you hit Android memory or  performance problems. • Design separately for tablet vs phone.  
  • 19. • Don't try to make iOS‐native UI  widgets on Android, or vice‐versa. • When converting menu‐driven  applications… – Convert the business logic line for line – But create the display logic appropriately  for the target platform.
  • 20. • Design and develop to provide the  best of each platforms. • Don’t go for lowest‐common‐ denominator.  • … but ensure business logic is  consistently implemented across  platforms.
  • 21. • “Beautifully Different” • For Apps, start fresh with your design.  Follow Metro Guidelines. • Find an experienced partner or go to  training.   • If converting from an existing app, try  to start from an Android codebase.
  • 23. CPU processing  • Tombstoning • Panorama vs Pivots • Use Live Tiles • Smoothstreaming only • No Flash
  • 24. QA
  • 25. • Create Test Plans in conjunction with  Design and Development. • Efficiently address fragmentation. • Always test under multiple network  conditions. • Include automated tools where they  make sense.
  • 26. • Don’t use an API unless there is a  clear use case benefitting the user.   • Be mindful of iOS monetization rules. • Do not use UDIDs.  Use UUIDs.   • Use the iOS configuration.
  • 28. • Google • Fortumo • Samsung • Playphone • Nokia • Amazon • Boku • WAC • Zong • Verizon • AT&T / Motricity • PayPal • AT&T / Playphone • Google Wallet • T‐Mobile
  • 29. • iOS Dvl • Mac OS X • Android Dvl • Google TV • Google Play IAP • Amazon IAP / Amazon Store • Verizon IAP / Verizon Store  • AT&T IAP / AT&T Store  • Samsung IAP / Samsung Store  • WAC IAP / WAC Carrier Stores  • WP7 / Microsoft Store 
  • 31. • We will be in New Orleans this week • Richard Smith, CTO – rich.smith@openpathproducts.com – 1.410.897.0406