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Storefront Overview
LAI LAU
Lai.lau@att.com
AT&T Mobility
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual
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companies AT&T,
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marks logo and
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warranty by AT&T and is subject to change. Mention ofAT a&
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specific
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company or offer,
entity
company or entity is not an endorsement by AT&T.
commitment,
is not an representation
endorsement byor
Common questions from Developers
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affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Agenda
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
3 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Evaluate the Platform Landscape
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual
© 2011 AT&T
Property Intellectual
and/or Property. All
AT&T affiliated rights reserved.
companies AT&T,
. All other the AT&T
marks logo and
contained all other
herein are marks contained
the property ofherein
theirare trademarks
respective of AT&T
owners Intellectual Property
. Information and/or
contained AT&Tis
herein
4 AT&T
AT&T Developer
DeveloperProgram
Program affiliated companies.
not an offer All other
, commitment marks containedor
, representation herein are the
warranty byproperty
AT&T andof their respective
is subject
warranty by AT&T and is subject to change. Mention ofAT a&
to owners.
T.
change. Information
specific
Mention ofcontained
a specificherein is not an
company or offer,
entity
company or entity is not an endorsement by AT&T.
commitment,
is not an representation
endorsement byor
Current Platform Landscape
What Developers are Looking for
Marketability
Best Revenue Opportunity
Largest Customer Base
Best App Store
Easier to discover Apps
Operating System
Most capabilities as an OS
Most Open Platform
Best Technical Support
Most Secure
Hardware
Has the Best Devices
Is the Least Fragmented
Potential
Best long term hardware distribution strategy
Best positioned to power a large # and variety
of connected devices in the Future
Best near term and long term outlook
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
5 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
A 500 Million Unit Connected Device
Opportunity Awaits
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
6 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Development Platforms
Platform options for Mobile Application development
DEVICE PLATFORMS
Native applications residing on the
Internal Storage device
Middleware Platforms
APIs
Device
Platforms MIDDLEWARE PLATFORMS
Server - side development , integrating various systems , not constra
Corp Network particular OS
Including
Carrier APIs:
LBS, SMS, MMS,
APIs WAP Push, etc
CLOUD PLATFORMS
Server
Cloud- side
Storage development , often residing outside of a corpo
network
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AT&T Developer Program © 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Native Device Development
Pros Cons
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
8 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Mobile Web Application
Pros Cons
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
9 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Mobile Middleware
Wireless Wireline
10 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Middleware Platforms
Use Case
NASA (mobile.nasa.gov)
Deployed middleware solution
to optimize NASA content for
mobile devices
Shares content and common
infrastructure with main
nasa.gov web site
Utilizes Volantis Framework to
render to mobile devices
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
11 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Middleware Platforms
Pros Cons
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
12 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Cloud Platform
IT-based capabilities
Accessible via Internet protocols from any device
Multi-tenant or shared, at some level
Customer controlled with Web or programmatic control interfaces
Utility hosting, storage & application solutions
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
13 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Cloud Platforms
Use Case
EnglishPremier
English LeagueLeague
Soccerclubs
Soccer clubsutilize
utilize
a a
cloud - based mobile solution
cloud-based mobile solution
for team apps: news, games,
for team apps:
players, etc news, games,
players, etc
As a hosted solution by
AsPerform
a hosted, each club
solution by manages
their own
Perform, data
each and
club provides
manages
updates
their own via
data aand
webprovides
-based
interface
updates via into the “cloud”
a web-based
interface into the “cloud”
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
14 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
AT&T Network APIs
MMS
Location
WAP Push
Device Capability
SMS
AT&T devices
Connection cards
Telemetry devices
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
15 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Cloud Platforms
Pros Cons
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
16 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Guidelines for choosing the platforms
Pick a fun platform
Understand your target customers
Weigh local client vs web-based approach
It’s OK to have a hybrid approach
Emphasize application architectures that will support a wide
variety of target devices
Consider new opportunities with connected devices
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
17 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Technologies to Watch
Technologies that will enhance the mobile experience
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AT&T Developer Program © 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Distribution Channels
Channels to get your apps to market continue to change
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AT&T Developer Program © 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Enhanced UI Development
Tools to enhance mobile user interface development
20 AT&T DeveloperProgram
AT&T Developer Program © 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
New Platform for Connected Devices
New
Devices/Platforms Network Applications
Opportunities
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
21 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Final Thoughts
Best Practices for building Mobile Applications
Let users know and control what happens to earn their trust
Offer users a choice of interfaces
Design for Flexibility
Design for multiple interaction methods
Optimize network resources
Use transfer compression, cache resources by fingerprinting resource references,
minimize application and data size
Exploit mobile specific feature
Make telephone numbers “click to call”
Optimize response time
Optimize for application start-up time.
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
22 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Phenomenal Growth in Application Stores
Application Stores’ Number of Downloads & Revenue
Source: Gartner, Dataquest Insight: Application Stores; The Revenue Opportunity Beyond the Hype
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
23 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
OEM Storefront Overview
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
24 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
OEM Storefront Comparison
Storefront Statistics
Feature
AT&T Top Devices Samsung Captivate, Torch, Bold, Samsung Focus, HTC Nokia 6350 Pre Plus, Pixi
HTC Aria, Motorola Curve, Pearl Surround, Plus
(Backflip, Flipout, LG Quantum
Flipside, Bravo),
Sony Ericsson X10
AT&T Shelf Yes Coming Soon Yes Coming Soon Coming Soon
* Source: The Nielsen Company, Total U.S. Market & Smartphone Market, Oct.2010
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
25 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
OEM Storefront Comparison
Rev Share, Fees & Payouts
Feature
Submission Fees No fee (unlimited) $200 every 10 apps No fee No fee No fee
(paid apps) (unlimited) (unlimited)
5 free apps then
$19.99/per app
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
26 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
OEM Storefront Comparison
App Certification & Testing
Code Signing All apps must be You can use signed Occurs once the Ovi requires No developer
signed; You can APIs, but you must app has passed publishers to certificates or
use self-signed request and certification properly package code signing
Testing Android includes
certificates to RIM
receive a set of Certification
reviews testing without All
and content
sign appsgoes
. Developer must
needed. Automated
testing
sign your appson
tools . submitted
code signing keys involves
apps for both
any failure . through a QA certify
securityduring
scanner
their portal. content
from RIM. automated and process focusing submission process
scans app during
suitability and manual testing on the that their app
submission
performs against MSFTs app verification of meets
processtesting
.
technical testing. cert. reqs. basic or core criteria.
functionality.
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
27 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
AT&T Carrier Shelf
The AT&T “Carrier Shelf” is a
dedicated area on OEM Storefronts,
branded as AT&T AppCenter
AT&T manages the selection and
promotion of apps & games on
each Carrier Shelf
Ease of app discovery
Featured apps meet AT&T’s quality bar
Available on Android Market and
Windows Marketplace
BlackBerry App World, Ovi & Palm in 2011
Android Market Windows Marketplace
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
28 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Android Market – AT&T Carrier Shelf
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
29 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Windows Marketplace for Mobile
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
30 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Impact of Carrier Billing
BlackBerry App World Example
Launch of carrier billing produced
120.68% increase in gross sales
140.88% increase in purchases
Key dates
Carrier billing available in Beta 7/29/10
BlackBerry Torch launch 8/12/10
2.0 Launch 8/19/10
20 -05
20 -06
20 -09
20 -12
20 -01
20 -02
20 -04
20 -05
20 -06
20 -04
20 -07
20 -08
20 -10
20 -11
20 -03
20 -07
8
-0
09
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09
09
09
09
09
09
09
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10
10
10
10
10
10
10
20
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
31 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Tips for Succeeding in OEM Storefronts
Be meticulous about design, UI and marketing
Special emphasis on naming & iconography
Nail your elevator pitch
Develop fast, release often
Listen and respond to customer feedback
Make sure the price is right
Leverage social networking
Use Analytics Tools
Ground Truth
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T
32 AT&T Developer Program affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or
warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T.
Thank You!
© 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual
© 2011 AT&T
Property Intellectual
and/or Property. All
AT&T affiliated rights reserved.
companies AT&T,
. All other the AT&T
marks logo and
contained all other
herein are marks contained
the property ofherein
theirare trademarks
respective of AT&T
owners Intellectual Property
. Information and/or
contained AT&Tis
herein
333
3 AT&T
AT&T Developer
DeveloperProgram
Program affiliated companies.
not an offer All other
, commitment marks containedor
, representation herein are the
warranty byproperty
AT&T andof their respective
is subject
warranty by AT&T and is subject to change. Mention ofAT a&
to owners.
T.
change. Information
specific
Mention ofcontained
a specificherein is not an
company or offer,
entity
company or entity is not an endorsement by AT&T.
commitment,
is not an representation
endorsement byor