Avoiding Pitfalls in Product Mobility Apps / Teleca @ Droidcon NL
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Public © 2011 Teleca AB Avoiding Pitfalls when developing on Android for the Home, Automotive and Enterprise Environment Dr. Peter Decker 23. October 2011 V 1.0
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Transcript of Avoiding Pitfalls in Product Mobility Apps / Teleca @ Droidcon NL
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Avoiding Pitfalls when developing on Android for
the Home, Automotive and Enterprise Environment
Dr. Peter Decker
23. October 2011
V 1.0
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Teleca in 60 Seconds
Global leader in software engineering solutions for the embedded software
industry
Serving customers in the Automotive, Mobile Device Industry, Medical, Consumer
Electronics, Internet, Operators, Silicon Industry, Broadcast Industries
All leading technologies: Embedded End to End solutions
User Experience, HMI, Applications, Mobile Internet, OS & Middleware, Chip level
Mobile Linux (Android, MeeGo, Tizen, Limo), Symbian, Microsoft, QNX, RIM, Apple,
Proprietary
2,000 employees in 11 countries and growing
Blend of large-scale offshore services from Russia, India, China, & Poland with
local engineering in Europe, North America, and Asia
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Teleca - What we do
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Australia
Teleca around the world
Sweden
USAUK
Germany
Finland
Poland
Russia
India
China Korea
Japan
Local engineering in Asia, NA and Europe
2000 employees in 12 countries and growing Large-scale offshore services from Russia, India, China & Poland
Customer
Teleca
Offshore
Team
Local
Teleca
Team
Scalable
Project Setup
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Teleca is constantly expanding its portfolio of leading customers in
Telcos
Mobile internet
services
Enabling
platforms
Mobile- and
consumer
Devices
Media
industry
Automotive
Enterprise
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How to make Money with Enterprise Apps ?
Consumer Apps Revenue
$US 200 million
IPO Value (2012)
$US 1 billion
Revenue (2011)
$US 240 millionMobile Cloud Service
Merchandize
Apps
AppsIndividual Service
Product ExtensionsApps
Increased
Product Sales
e.g.
€ 50 k * 1% * 10 000 =
€ 5 Mio / year
Increased
Product Salese.g.
€ 20 billion / year
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Mobile Apps extend conventional products
MarketingProduct
Extension
ConsumerProduct
Mobile
AppEnterprise
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Mobile products extensions in Automotive
Connected Automotive
Infotainment
Music
Contacts
Mirror Link
Remote Control
E-Mobility Management
Mercedes
mbrace
Valeo
park4u
Nokia
Mirror Link
E-mobility
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Mobile products extensions at Home
AVM Fritz
App
Entertainment
Convenience
Door Opener
Energy Management
Safety and Security Google TV Verizon HubLevelOne
Video Control
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Mobile Apps Enable new business models
Mobile Apps are changing many
industries due to their potential to
enable new business models
Create new service offerings
Penetrate new geographies
Create new points of delivery
Address new price points
Decrease cycle time
Automotive
Home
Media
Consumer
Transport &
Logistics
Industrial
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Pitfalls behind Mobile Application Development
Customer
IS / IT
Marketing
ProductDevelopment
Business Pitfalls
Technical Pitfalls
Legal Pitfalls
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Technical Pitfalls-> Mobile SW Development looks easy, but
Pitfall Counteraction
Pending networkreply
Perceived Performance counts:Cache and wait signalling
Poor GPS Multiple Location providers
Processing power Split Algorithms between clientand server (e.g. SIRI, Shazam)
Memory Leak Extensive debugging
Multiple Devices Design for TestabilityDesign for porting
Battery Life Optimized Software Architecture
OS updates Early testing on new releases
->
videos and material
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Customer ApplicationsBrowser
Applications
Application Libraries
Libraries
Media Frwk
Surface Mgr
LibC
Home
Open GL | ES | VG
SGL FreeType
SSL
WebKit
Core LibrariesDevice Virtual
Machine
Android Runtime
System Services
App Launcher
Notification Mgr
Activity Mgr
Telephony Mgr
Location Mgr
Linux KernelFM Driver BlueTooth Driver Flash Memory Driver
Accelerometer Driver GPS Driver
HDMI Driver
Media Player
WiFi Driver
USB
TV
Customer Libs
Compass Driver NFC Driver Sensor Drivers
Compass IC Driver
mDDR Driver
Haptic Driver uSD Card Conn
SQLite
Resource Mgr
Package Mgr
Window Mgr
Content Mgr
View System
Media Framework
Media enhancements
Hardware Abstraction Layer
NFC
New Services Framework
New Sensors Framework
Sensors HAL
Service 1
Service n
HW Specific drivers
HDMI Driver HAL
Ethernet
Touch Ctrl Driver
Audio Drivers
Power Mgmt
Display DriversWVGA (4 – 5 in)
QVGA (2.4 in)WQVGA (4 – 5 in)
OLED (256x64 mono)
JNI Extensions
Haptic Driver HAL
Messaging Contacts
NFC Driver HAL
NFC
NFC Applications
3rd Party NFC Lib
Phone
Legal Pitfalls-> Pitfalls of Open Source
Pitfall Counteraction
Open does NOT mean FREE Build Architecture to protect own IP
Select your license with care
Invest in innovation
Different development model Community engagement strategy
Underestimate upstream Develop a contribution policy
Protect your reputation,do not contribute bad code
Maintenance is NOT free
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Keep your corporate identity Adopt to your customers device
Business Pitfall
-> your motivations for mobile is unclear
Do it yourself Want to go with a strong partner
Your CEO came with the idea Integral part of the Product Roadmap
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Business Pitfall
-> Your Platform Decision is unclear
Dentists: others
US
younger 34:
others
World 2011
Your Customer
Segment 2015:
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Question…
Is it better to be everywhere fast
Deliver extremely well on one platform first
Or
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Business Pitfall: -> Your effort / cost estimation
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Size of AppPlatform
Small BigMedium
$ 10.000 $ 20.000 $ 40.000
$ 10.000 $ 30.000 $ 50.000
$ 20.000 $ 40.000 $ 70.000
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What does App development cost ?
Click Demo
Standalone App
Performance critical App
Backend involved
Backend extensions needed
Backend security threats
Impact to brand
Impact to customer base
impact to product revenue
impact to product cost
no impact
APP Complexity
APP Failure critical
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What does App development cost ?
APP Complexity
APP Failure critical
no
impact
severeimpact
Click Demo
1 month
10 months
1000 months
100 months
Complex System
Total invest
> $ 9 bn
Total Marketplace
Source:
Visionmobile 2011
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How to reduce App development cost ?
APP Complexity
APP Failure critical Structured
Quality
AssuranceStructured
Configuration
Management
Structured
Requirements
Management
Hybrid App
Development
suitable offshore
and
open source
strategy
Component
Re-Use
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Mobile Apps - integral part of your product
Mobile App
Development
Product
Offering
Quality
Assurance
Product
and Service
DevelopmentSystem
Testing
Requirements
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Teleca tips for success
• Take a position, solve a problem
• Focus on User Acquisition, Engagement AND Retention
– Prove by measuring how new features (or removing features) drives these key metrics
• Release early and often
– Apps can see > 80% of active users upgrade to your latest version within 30 days of release. Updates also drive your users to re-engage with your app. Leverage this trend.
• Integrate social engagement channels (FB, Twitter, SFDC chatter etc)
– Mobile viral growth is still challenging. Integrate the available SDKs to spur social distribution
• Build communication channels with your users to foster a community
– App store ratings are very binary (love/hate). GetSatisfaction, twitter and other channels allow you to grow your voice and build app missionaries from your users
• Show focus by Platform and Devices
– Worry about multi-platform after you have a single platform working and growing user base
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Dr. PETER DECKER
Senior Manager, Business Development
Teleca Germany GmbH
Massenbergstrasse 9a
DE-44787 Bochum
Germany
www.teleca.com
If you have questions
or
need further information?
Visit our standor
www.teleca.com
