Confidential C3

Version 0.11

6th May 2010

Building a

Developer

Ecosystem

Vodafone Group Developer Marketing

Sanj Matharu – Principal Manager

@sanjmatharu

Confidential C3

Version 0.1

Developer Landscape

Confidential C3

Version 0.1

3

Developer Programs everywhere!

Membershi

p models• Student, Online, Select, Premier

(FREE - $3500)• one level (free)

• Champion,

Launchpad, PRO

(€0, €300, invite-

only)

• MSDN Subscriptions

– 6 tiers (£400 -

£7300)

Appstore

QA• iTunes 2 week QA process for

apps submitted

• No approval

process (ratings

based)

• 2 weeks + • 2 weeks

Tech

Support• Ticketed depending on

membership level

• none, all online

community

• Ticketed

depending on

membership

level

• 2 -4 incidents

dependant on

membership level

Tools• Xcode, static code analysis,

MySQL, vizualization tools, dead

code stripping etc

• Categorised:

AJAX, Ads, Geo,

Browser etc

• Profiler,

runtimes (i.e.

QT), device

plugins (i.e. for

N97), IDE

extensions

• PowerToys, DRK

(ActiveSync, Device

Centre, .NET, SQL

Server etc),

Other

services• Developer hardware discounts,

tickets to WWDC

• Android Dev

Phone 1, online

docs

• Discount

devices, alpha,

beta code and

tools, account

management

• Magazines,

newsgroup support,

alpha and beta

product access, online

chat service for top

tier members

Confidential C3

Version 0.1

Why support developers?

Platform

Support

Developer

Ecosystem

support

Rich apps &

Services

• Technical information

• SDKs and plug-ins

• News

• Testing and signing

• Technical support

• Local Outreach

• Rich, cool, and relevant

applications and services for

every device

• Revenue

• Customer Engagement

Certificate

• Support of developers leads to provision of rich applications, services and revenue, as shown by Nokia, Google and Apple

www.jil.orgwww.jil.org

Confidential C3

Version 0.1

Tell me more about developers…

Confidential C3

Version 0.16 28 May 2009

Targeting the right developers

High population

Low population

Low technically

and low $$$Highly

technically and

high $$$

Professional Mobile developer

‘Casual’ developer

Web/mobile/other developer

Respected by

peers

Respected by

colleagues and

peers

Confidential C3

Version 0.1

What is a mobile S/W developer?

Mobile SW Developers

Web Developers

Operators

Flash Developers

Students

Creative Professionals

Prosumers

Consumers

Open Source Community

The developer ecosystem is composed of talented developers with various backgrounds

and skill sets

• 43% of global developer community is focusing on mobile*• 51% of mobile developers are targeting web applications*

*Source: Christy Wyatt, VP Platforms and Ecosystem, Motorola

Confidential C3

Version 0.1

So what do developers want?

Confidential C3

Version 0.1

Developers need to communicate with others in the ecosystem and gain the

support and information they require.

Vodafone strategy should be to continue to grow the online content and open

communication with the developer ecosystem.

What do developers find the most valuable?

Source: Wireless Development Survey 2007: Volume 1, ©2007 Evans Data Corp.

Communication

AttributesMost important (%)

Second most

important (%)

Third most important

(%)

Access to a

developer

community

68.5 28.0 3.5

Access to technical

experts (support)60.0 35.0 5.0

News article

repository48.1 46.9 5.0

What’s new and

whitepapers35.0 53.0 12.0

Confidential C3

Version 0.1

Developer Outreach – Face to face

Confidential C3

Version 0.1

Over The Air 2009• DATE: 25/09/09 and 26/09/09 (24h hackathon)

• Location: London

• Attendees: Approx 200 developers

• Agenda: Keynote and a series of workshop sessions

Confidential C3

Version 0.1

Developer Outreach – Online

Confidential C3

Version 0.1

Competitions

Summer of Widgets competitionJuly 6th – Aug 31st

Vodafone

AppStar

Confidential C3

Version 0.1

Content

• Making presentations with voiceovers available to a wider audience

• Video interviews to capture feedback and share experiences

Confidential C3

Version 0.1

Content

Product roadmap

Content roadmap

Supporting marketing

activities

1.02.01.5

Theme: LBS

Whitepaper and

webinar

LBS focused

developer events

Theme: Billing

Podcast and online

competition

Magazine editorials Competition winners

announcement

Confidential C3

Version 0.1

As the industry moves into the app space, all naturally need to populate

the area with cool apps.

Competition drives brands/agencies to build apps for other platforms…via

developers!

The result?

Phone Shop Games page

Web Shop landing page

Confidential C3

Version 0.1

Thanks!