Sendo’s Developer program

1. Sendo’s Developer program Symbian Exposium 3, 29th & 30th April 2003 Sander van der Meer

2. Sendo - an overview

3. Sendo, an overview… • Mobile phone company, designs, develops, manufactures, markets, sells and services its own products (1 of 15) • Founded in August 1999 • Commenced shipment in June 2001 to network operators • Grown to over 330 employees world-wide • Leading edge range of mobile phones

4. Why start Sendo The founders of the company, Top-of-the-bill talent from the Mobile Phone Industry had a dream: • Designing and Producing top notch quality devices: the lightest, the smallest, the most features, the xxx’st • Offering a unique customisation feature for operator clients • Offering fully flexible very rapid order fulfilment.

5. Did it Work?

6. Growth: • Sales in over 40 Territories, to more than 60 customers • Across Europe, the Middle East, Africa, the Americas and Asia • Offices worldwide • Four regional offices (Singapore, Dallas, Miami, Dubai) and local country presence • Market growth in 2002 • Growth momentum expected to continue in 2003.

7. Success: • 3rd best selling product in the Netherlands* • 2nd highest selling manufacturer • 8% market share in Portugal Q4 2002* • No.1 manufacturer in the Caribbean • With a 35% market share* • Product in over 75% of all French outlets • With Sendo S200 and S220 • Low monthly return rate • Reliable products *Source: GFK– Dec 2002

8. Developer Program

9. What is it • Sendo’s developers program is an Internet based service for developers to help them create and sell applications running on our devices • We start the program with support fordevelopers of applications running on the Smartphone, but structured it in such away that we can easily expand to other types of developers and devices • Program is structured from the development process point of view. For each phase in the development we offer services: • Orientation • Production • Testing • Marketing and sales

10. Why is Sendo doing this • Remove barriers for developers to start publishing on devices • Stimulate the creation of an extensive catalogue of applications • Build relationships with developers of applications that we have defined as key • Allow for quality control on developed applications, reassuring our operator customers to open up their devices to as many apps as possible Availability of quality applications will be one of the major drivers for the demand for Smartphone devices.

11. Is there still room for Sendo • There are numerous companies offering developer Programs • All use those familiar ‘reasons why’ • Do we need yet another company with a Developer Support Program • If so, where can Sendo fit in?

12. Conclusion Benchmarking • Most significant aspect we found was that it was not very easy to quickly find the practical info you need to start developing • Move from ‘How does it work’ to ‘How to do it’ • We decided to offer a straightforward way to find information very quickly, to get developing right away. • So we have adopted a simple structure designed to ensure the developer can access information very easily and immediately start developing.

13. Sendo’s Added Value Content • We have unique phone related knowledge. A lot of developers come from non-phone world and lack this knowledge • We will offer a set of extensions on top of the SDK that will give access to device specific features • We have an excellent relationship with the operators and can help the developers distribute the applications into the networks • We can offer marketing support for selling applications in the device, on the packaging and in our end user software shop

14. Developers Program Statistics 1 • 3600 people have registered • Less than 2% have left after we switched to Symbian/Series 60 • From last news letter mailing we have detected some bad addresses • So we have some 3500 good addresses • 3200 developers have subscribed to our newsletter • From the 3500 some 1400 have fully registered • Since we re-opened on February 21 we have received more than 200 new registrations

15. Developers Program Statistics 2 • Developer territories: • 25% are based in the USA • 16% are based in the UK • 6% in Germany • 6% in Italy • 4% in France • 3% in the Netherlands • 3% in Finland • 3% in Canada • 35% of our developers come from a wide variety of countries including e.g. Thailand, Albania, Cote D'ivoire, Cameroon, etc. • Interest from Nordic countries risen, they represent some 6% of our total community, but some 11% of the new members

16. Developers Program Statistics 3 • Company size • 33% are less then 10 people • 28% are between 10 and 50 people • 10% are between 50 and a 100 people • 9% between 100 and 500 people (Equal Sendo) • 3% between 500 and 1,000 people • 5% between a 1,000 and 5,000 people • 3% between 5,000 and 10,000 people • 9% over 10,000 people

17. Developers Program Statistics 4 • Company Sector • 27% Software development • 14% Developer • 11% Telecommunications • 9% Information technology • 7% Consultancy • 32% variety of sectors including: Advertising, Construction, Retail, Education, Government, e-Commerce, ISP, Media, Medical, OEM, Accessory Manufacturer, Publishing, Security, System integration, etc.

18. Developers Program Statistics 5 • Application areas • 11% Enterprise solutions • 8% messaging (WAP, SMS, MMS, IM) • 6% games • 5% entertainment information • 3% E-commerce, advertising • 3% Finance • 3% CRM • 3% Streaming Content • 30% mentioned ‘all application areas’ • 8% mentioned ‘other areas’ • Smaller % for phone related, PIM, Web/WAP, server apps, Java, utilities, etc.

19. Developers Program Statistics 6 • Target Audiences • 16% Enterprise • 15% Consumers • 14% Telecom providers • 7% Small, Medium Enterprises • 5% Developers • 3% Government • 3% OEM • 1% Small office / Home office • 30% mentioned ‘all audiences’ • 6% mentioned ‘other areas’

20. Transition to Symbian/Series 60 • No need to Stimulate our members to make the transition with us: • Many already had Series 60 development ongoing • Many see greater opportunity for Series 60 due to guaranteed large installed Base • Early Symbian OS developers bring fresh GSM-orientated, perspective • Timing is of the essence so we open up ASAP, in phases: • Stage 1: Open with NCSP assets start adding Sendo assets • Stage 2: Sendo SDK • Stage 3: Developer phone shop

21. Content Program

22. House Keeping section What’s New About the Program Register Change Profile Events Glossary Coming soon Orientation section Intro to Symbian Intro to Series 60 Development Environments Tech docs Development Section C++ Java Technologies Testing Section Sendoa Going to Market Section Selling applications Wanted Killer Apps Structure

23. House Keeping Section

24. Registration

25. Events

26. Glossary

27. Phase 1Orientation

28. Orientation

29. Orientation: Tech Docs

30. Orientation: Tech Docs • To help with orientation we have picked various White Papers from our partners and added some of our own: • Introduction to Mobile Technology: introduction to various mobile technologies: GSM, CDMA, GPRS and 3G. • Introduction to Java: short introduction to Java covering J2ME, MIDP and Midlets • Introduction to SyncML: short introduction to this communication tool, covering transport protocols, a sample XML and overview of tags • Other subjects covered are e.g. Series 60 Platform Basics, Series 60 UI style Guide, Choosing the right Development environment, etc.

31. Phase 2Development

32. C++ Development

33. C++ Development support C++ support includes • White Papers • We have picked some 6 introduction papers from our partners • Sample Apps • Getting started with Series 60: how to set-up the dev environment, writing a sample app (Hello World) and debugging this app on the emulator. • SIS file creation: how to create a SIS file. • Graphics List: how to insert images into a list control • Sendo Explorer: description of API’s used to write a file explorer for a Series 60 device; including the source code for this application as well as instructions how to use it. • Multi Bitmap Sample: how to create and display an MBM file • Root Telephony Server API: how to open a connection, obtain info about TSY and making a call • Tools • Sendo SDK • Sendo Bit Map converter • Sendo Screenshot Tool

34. C++ Dev Environment

35. C++ Development support C++ support includes • White Papers • We have picked some 6 introduction papers from our partners • Sample Apps • Getting started with Series 60: how to set-up the dev environment, writing a sample app (Hello World) and debugging this app on the emulator. • SIS file creation: how to create a SIS file. • Graphics List: how to insert images into a list control • Sendo Explorer: description of API’s used to write a file explorer for a Series 60 device; including the source code for this application as well as instructions how to use it. • Multi Bitmap Sample: how to create and display an MBM file • Root Telephony Server API: how to open a connection, obtain info about TSY and making a call • Tools • Sendo SDK • Sendo Bit Map converter • Sendo Screenshot Tool

36. Java Development support Java support includes • White Papers • We have picked some 22 introduction papers from our partners • Tools • Sendo SDK

37. Technologies

38. a Phase 3 Testing & Verification

39. Sendo a: what and why • Sendo a is a certification program for applications running on our devices to help potential customers identify approved and tested products • Reasons for implementing Sendo a: • Safeguard quality Sendo Device • Increase operator confidence to open up the device • Prevent end users being confronted with certificate warnings • Help developers selling their applications into the network • Sendo’s validation team has defined the test for Sendo a • The tests will be completed by an approved independent Sendo a Test House. • Estimated costs for a test round are $1000

40. Audio/display: Sound and volume behaviour Profile changing behaviour Functionality and MMI: Basic behaviour (e.g. checking that the phone part takes precedence of the whole device) About information (software version checking) Application languages Launch all applications File size limit UI and icon guidelines Screensaver/Locking menu General MMI Key layout Installing/Uninstalling Installing Uninstalling Program menu configuration Flash reset Sendo a: basic test sections

41. Phase 4Going to market

42. Going to market Final goal of developing applications is to provide that the solution will reach the end user. • Sendo believes that all parties in the value chain should benefit from the efforts: Developer, Mobile Operator, end user, service facilitator and OEM. • Sendo would expect all parties to invest. • Sendo is investing in design and production of devices. We are reluctant to invest in: • NRE • Advance on royalties • What we envision to offer to the Developer community:

43. Embed certain Core apps in our device – sliding royalty Offer applications to our operator clients for embedding – sliding royalty Include demos in the box with click-through to online sales solution – revenue sharing Include link on device to mobile version of on-line sales shop – revenue sharing Application of the month published on developer site and on online shop - free Developer of the month published on developer site and on online shop – free Offering space on Sendo booth at event – by invitation Sendo Marketing & Sales Services

44. Looking for Killer Apps • Each launch of a new device coincides with the hunt for a killer application • In the early days of mobile phones the killer app was voice-on-the-go • The next generation of devices came with an entire new killer app: short messaging • We are now at the brink of an expected MMS wave • Every higher level device comes with a built-in camera • In certain territories 3G services are being offered

45. Aspects of use & added value • Let’s focus on the nature of the device and condition of usage: we are talking mobile, on the move: what would you need. • Always connected • On the go but smaller screens then PCs and TVs • Real time chatting, instant messaging, video conferencing • Full internet access but smaller screens and limited text entry • OTA upgrades and adjustments • Syncing with another device • Wireless data exchange • Peer to peer (Real time via Blue Tooth) • Multi-user/player communities • Fulfilment of dedicated personal needs • 70% of all devices still sold via the operator!

46. Target Audience According to Sendo SmartPhones will appeal to the ‘upwardly mobile consumer’: • Age ranges: from early twenties to mid thirties • These consumers prefer to spend time with friends rather than family. • They want brands and products to deliver on quality – especially related to look and feel. • These people are often the early adopters or leaders in their peer groups. They are constantly looking for the latest gadgets and technology to pick up, try and show to their friends. They are avid readers of technology and fashion magazines such as Stuff, Boys Toys, GQ, FHM, etc. • They follow design and fashions closely; they aspire to being ‘cool’. Peer group perception and socializing are critical elements in their lives.

47. Target Audience • These people will probably focus on the entertainment and messaging capabilities of a Smartphone device and it’s capability to make communicating with friends more spontaneous or fun, to stream video, to play music and to surf the net. • These people will buy into brands like the Audi TT, Apple Mac, FCUK and Absolut Vodka. • They seek phones that they can ‘show off’ to friends, that get them noticed or get them to be the centre of attention in the group. To this end ‘cool’ new functions and phone capabilities are important. • The mobile is an indispensable life management tool, for staying in touch and for planning & organizing busy lives. • They are looking for a tool, which will make life easier for them but at the same time demonstrates a certain element of status.

48. Smart Doc Viewer Smart Virus protector Smart E-Book Smart SAP Smart dBase Smart Remote control Smart PowerPoint Smart Photo Album Smart World Clock Smart Soccer Smart Racing Smart Recipe Smart Diet Smart Financing Smart Expenses Smart Project Smart Dictionary Smart Golf Smart Wallet Smart Converter Smart Phone Book Smart Ghosting Sendo’s ‘wish list’

49. So there you have it

50. Next Steps