Independent global network of qualified multi-platform mobile developers
March 2010
Developers
Start UpsAngel InvestorsSP, NEP, ISV
and OEM
EXICON SPHERES
DEVELOPERS ARE ESSENTIAL INGREDIENTS
(TO AVOID BEING DISENFRANCHISED)
Define &
PublishAPI’s
Provide a quality
App Store
BUILD ADEVELOPER
COMMUNITY
Estimated # of Software Developers Worldwide
http://stackoverflow.com/questions/453880/how-many-developers-are-there-in-the-world
http://www.reuters.com/article/idUS79726+24-Jun-2008+BW20080624
Estimates based on:
http://www.mahalo.com/answers/programming/how-many-software-developers-are-there-in-the-world-and-how-many-in-the-us-india-and-china-respectively
MOBILE
INTERNET
EMBEDDED
ENTERPRISE
18.5M
Mobile Developers Are Highly Sought After
Shift in the Developer Paradigm
15%
Operating Systems
ServiceProviders
MobileOperators
HandsetManufacturers
MOBILE DEVELOPERS
Techies becoming business savvy
with ROI and commercials
driving operational decisions
DEVELOPER HOT BUTTONS
MarketingTools & API’sDistribution
Sales ChannelsFinancials
Terms & Conditions
EXICON DEVELOPERS CONNECT
Design own interface
HD TV
Multiplayer gamesLive video streamingTVVideo on demand
Navigation
Restaurant Waiting List Scan and track taxiTracking of
people
Location based SNS
Parking spaces finder
Voice / Face recognition
Home monitoringE-Coupon
Dictionary
E-ID CardShaking alarm clock
GamesMotion detection
games
Video phone
Video conferencing
Situational voicemail
Live chat room
Video Chat
Dining directory Bus Locator
E-BooksVideo
Augmented Reality
Mobile Virtual Worlds
Cities around
The world
27
9Semi annual
surveys
Mobile Youth
Customer Focus Groups
7
Qualified Mobile Developers
Developer Database
>2,000
6,000
DEVELOPER COMPANY CATEGORIES
0
250
500
750
1000
Mobile App Developers
Mobile Software
Developers
Game Developers
Mobile Technology Providers
Mobile Agencies
Mobile Publishers
# Companies
Category
0
250
500
750
1000
1250Others
Utilities
LBS
Social Media
Productivity
Entertainment
# Applications
Platform OS / Runtime
APPLICATION PLATFORMS AND CATEGORIES
26%19%
16%
29%
8%
Names, Positions, Mobile Phone Numbers and Primary Email Addresses
C-Level Contacts from around the world
1%1%
QUALIFIED MOBILE DEVELOPERS
Over the last 12 months a developer must have
• Released a piece of mobile content• mobile application• (web) service or application• Widget• Games• e-books• Network level service
• Sold mobile technology• mobile payment solutions• IM platforms• back-end content delivery solutions
• Signed up one or more clients with branded content for mobile distribution
HIGH-LEVEL PHASED APPROACH TO BUILDING A DEVELOPER
PROGRAM: DEVELOPER+
Kick OffObjectives
TargetsCheckpointsStakeholders
Interviews Research
BenchmarkingAssessment
Baseline Development
Review and Realign
for Strategy Phase
High-level Strategy,
Differentiation Positioning
Service description Integration
a) Buy/License, Acquire
b) Build
Document
Set Infrastructure & team
Social Media Programme& Community Development
Application store
APIs
Developer Community
9 – 12 months
2 – 6 months1 week 1 week 6 weeks
Implementation
Appstore Business Models, Go-To-Market & Action Plans
8 weeks
API Business Models, Go-To-Market & Action Plans
Developer Community Business Models, Go-To-Market & Action Plans
Build Tools
Build Process
6-9 months
Roadmap
Bu
sin
ess
Ob
ject
ives
Audience
Channels Foundation
Messages
Hubs
LayFoundation
Build Online Hubs
PR Objectives
Retention Targets
ManagementTargets
Developer engagement and
upsell
Product & Support Services
ObjectivesTargets
DriveBusiness
Start theConversation
AttractUsers
Grow theConversation
Conversation
C
Conversation
C
Conversation
C
Conversation
C
KOL’s
OtherGroups
DirectConversation
EngageJoin InPlanListen Orchestrate
ONLINE DEVELOPER OUTREACH
Extremely efficient Use of Time
Steep Learning Curve Strong Engagement in All Conversations
Open Forum Behind Closed Doors
Constructive Relationships
TARGETED RELATIONSHIP DRIVEN DEVELOPER ENGAGEMENT EVENT: DEAL+
Agree and Refine Corporate Objective
Set the date for Deal-Summit
Tailor Topics around Specific Interests
Identify Participating Constituents
Develop Format and Schedule
Sub Topics
Secure Speakers/ Industry Influencers
Define and Agree Key Value and Selling Propositions
Secure Senior Level Attendance
Connecting with
Relationships and contacts
IndustryGroups
Established Associations
Personal Invitations
Referrals
Target Companies and Individuals
To facilitate
Recommendations
One-on-One Meetings
Networking Opportunities
Deal Making Environment
Insights with Case Studies
DEVELOPER DAYS: CAMP+ Week 0-2
WORKSHOP PREPARATION ONGOING VAS
PROGRAMME
2 day workshop
CONFERENCE MANAGEMENTOn site Management, Supplier Management
MARKETING PLAN & IMPLEMENTATIONObjectives, Audiences, Messaging, Briefings, Action Plan, Evaluation
DATABASE Website build to handle registration, payment ifappropriate, meeting set up, video storage, Database
Costing, Timing, Pre-Qualification Availability
Conference Organization Venue Confirmation Supplier Selection, Agenda Management, Invite Management, Workshop.
CONF.
Ongoing CommsStrategy
Outsourced VAS Management
Negotiation Support &Advisory
PlanningConference
ManagementMarketing Plan
Conference Planningand Implementation
DatabaseOn-going VAS Management
EXICON Resources
• Project Owner• Consultant
• Event Coordinator
• Project Owner• Consultant
• Event Coordinator
• Project Owner• Marketing
Specialist
• Project Owner• Event Coordinator
• TBC
• Project Owner• Developers
TBC
Heavy EXICON Team
Light EXICON Team
Timing & Format Dependent, from 2 months up TBC
XDC’S REFERRAL PROGRAM
Application Submissions
• Value Proposition• Communication Plan• Agree to and create templates, banners etc.• Timing• Action Plan• Level of involvement agreed
• Invitations• Targeted promotions• Email campaigns• Conversion• Social Media+ (EXICON)• Seminars & Workshops
(XDC Deal+ Approach)
Developer Registrations
Reach Out and/or
Banner PromotionPreparation
• Developer registration• Application submission• Measure & feedback• Fine tune program
1-2 weeks 3-12 months
PROVEN TRACK RECORD
JUST SOME OF OUR CASE STUDIES
Global Developer Road Show
Client: Global Handset Manufacturer
Brief: - Orchestrate global developer road show- Secure high quality friendly developer participation- Facilitate and arrange constructive dialogue and engagement between developers and company
Lead Time: 1 Month
Deliverables: - Source 500+ quality developers - In 22 cities across 4 continents- Over 4 months
Activities: - Managed event processes, including:- Agenda Outline- Developer Identification- Selection- Invitations- Communications (developers and market units)
- Facilitated 1:1 focused and targeted client developer engagements Processed evaluations and feedback- Coordinated follow up
Annual Developer Event
Client: Major Telecommunication Group
Brief: - Bring innovation in mobile services to the operating companies in the group- Develop core innovation themes to align with Group strategy and direction- Architect an annual Developer Partner event in line with core themes
Lead Time: 2 Months
Deliverables: - Ensure 60-80 participants engage in the event- Source 30 – 40 targeted established developers to participate-Secure senior level participation from the operating companies- Engage and enlist major industry associations and relevant industry thought leaders
Activities: - Select and invite the participants and attendees- Architect the agenda to match the venue of the event- Manage quality “deal focused” meeting between the operating company and developer
SOME ADDITIONAL CASE STUDIESMobile Lifestyle Brand Research and Outreach
Client: Global Handset Manufacturer
Brief: - Identify locally relevant top category content and lifestyle brands
- Validate path to mobilization and application development for these brands- Support development of quality applications- Win mindshare with consumers and establish awareness for break through applications
Lead time: 2 months
Deliverables: - 5 locally relevant brands in each of the 12 industry segments- Across 11 countries in emerging markets - Aligned with major corporate customer segments
Activities: - Develop criteria for "natural" brands, applications and content- Drive trust, quality perception, and consumer recognition-Applied local criteria to arrive at refined target partner shortlist- Developed proposition, presentation and approach to drive the introductory meetings- Enlisted XDC network of Feature Foreagers (“FF”) for local assessment
Mobile Developer Interviews
Client: Premier Consumer Electronics Manufacturer
Brief: - Assess market applications, categories and trends- Validate developer platform preferences and developer tools- Importance of mobile operator relations- Confirm “time to money” for developers
Lead time: 1 months
Deliverables: - Report with detailed developer insights and “hot buttons”- Application category preferences in selected key markets- Developer preferences regarding tools, environments, marketing and distribution
Activities: - Both face-to-face and telephone interviews the 1 hour interview topics included- Enlisted the global XDC network of trusted developer Key Opinion Leader’s (“KOL”)-Interviewed 34 of the worlds leading and mobile application developers- Organized local mobile youth focus group sessions in selected markets
AND A FEW MORE CASE STUDIESMobile Developer Outreach
Client: Global Handset Manufacturer
Brief: - Create awareness and buzz amongst developer community- highlight nuggets in the developer propositiion- 6 month campaign driving traffic to Developer website, registrations, sign ups and submissions
Duration: 6 months
Deliverables: - Page views to developer website- Number of Developer sign ups and registrations- Number of applications submitted to registration site
Activities: - Listen to developer communities and their conversations as it relates to client- Establish key “hubs” of conversation- Define and Social Objects- Agree tone of voice amongst category of “influencers”- Weekly status updates traffic and key metrics- Continuous optimization of messaging and social objects
Publish and Adoption of API’s and SDK
Client: Independent Software Vendor
Brief: - Provide access and create awareness to locally relevant social media and mobile application developers to specific operator API’s for the creation of unique operator branded applications integrating open web API’s
Lead time: 2 weeks
Deliverables: -Number of Developers sign up- number of applications developed- number of calls to API
Activities: - Integrate Developer XDC database with client site- Select relevant developers from XDC database- Leverage XDC developers to source additional relevant developers- Targeted communication highlighting the client proposition to selected developers- Enlisting developers to adopt code accessing API’s
[email protected]@EXICON.MOBI
HTTP://XDC.EXICON.MOBI
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