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Harnessing the Value of a Developer
Community
Gregory Stoner
Vice President of Business Development
and Strategy
May 7, 2017
Corporate Profile
Leading manufacturer of professional software development tools
Headquarters: Austin, Texas; Employees Worldwide: 550 (350 in R&D)
Independent subsidiary of Motorola SPS: September 1999
Worldwide Presence: more than 17 offices in 14 countries
Sweden
Russia
Romania
Quebec, Canada
Montreal, Canada
Cupertino, CA
Austin, TX
Germany
UK
Switzerland
France
Boston, MA
Tokyo, Japan
China
Hong Kong
Israel
India
Selected Customers & Partners
Networking
Transportation
Wireless
Entertainment
All supported by the CodeWarrior IDE for a common look-and-feel across architectures
Building on the Successful Platforms
Strong experience enabling platforms, increasing
market success for platform & device vendors
The majority of
commercial Mac
applications
are built with
CodeWarrior tools.
Over 76% of Sony
PlayStation 2 titles
are built with
CodeWarrior tools.
CodeWarrior tools
built the Palm OS
platform. Now have the
largest community of
Palm OS developers.
Wireless Technology Leadership
Product Leadership
•
Second Java licensee from Sun in 1995
•
First to support J2ME MIDP and Personal Java
•
First to market a Wireless Development Kit
•
First to support KVM
•
First to support direct to device KVM debugging
•
Only Tool and Solution Vendor with GPRS and CDMA Wireless Lab
•
80% Market share of Palm development tools
•
Selected tools provider by Symbian
•
Selected by Sun to develop only the Java Card development tools available
•
Selected tools provider for TAO/Intent
•
400,000+ CodeWarrior licenses sold worldwide
•
CodeWarrior dominates SONY PlayStation2 and Nintendo games development
Some our Current High Value Developer
Relationships
Nintendo of America
Capcom
Konami
Electronic Arts
Koei
LucasArts
Rare
Acclaim
THQ
Activision
Interplay
Midway
Ubisoft
Intrinsic Graphics
Eurocom
Eidos
Kuju Entertainment
Kalisto Entertainment
DMA Design
AOL
Bethesda Softworks
Zipper Interactive
High Voltage
Volition
Criterion Software
Kodiak Interactive
Rainbow Studios
Infogrames
Sony Computer
Entertainment
Real Networks
Sega
Titus
Cryo Interactive
Eden Studios
VIS Interactive
Monolith/LithTech
Sierra Online
Stormfront Studios
Retro Studios
Entertainment Statistics
$17.7 billion in 2001 Console Games Revenue 10,000 Developers
Leverage Brand Equity longevity and Revenue Staying Power via a Franchise
James Bond: 48 Years of Entertainment
Book novel Casino Royale (1953) ,
Radio
Movies First 1962
Game(N64,PSX, PC, Dreamcast, PS/2)
Metal Gear Solid: First Game 1987-14 Years of service
First on SNES 1987
Smash Hit on PS/one 1998
2001 PS/2 Debut
Sonic Hedgehog 10th Birthday this year
Mario Bros (began with Donkey Kong in the arcade and first console was
Atari 2600)
Zelda (SNES)
Number One Selling Christmas Entertainment Title December 1999 N64
Madden Football (Sega Genesis) 1989
Crash Bandicoot (Sony key property from PSX)
Harry Potter: Books, Movie (200)1, Game(PS/2)(2001)
Gaming Success is also Mobile
Game Boy (Introduced 1989)
8Bit Monochrome and Color Handheld Gaming Device
Total Number of Game Boy Software Unit sold Worldwide 400 Million
Average Number of Game Boy Software Units Sold every hour 1000
(July 2001)
Game Boy Color game Pokemon Crystal between July 29th to Aug 4th
sold 218,743 units at $6,107,782 Million in revenue in the US Market
Current Generation Device Game Boy Advances May 2002 30 Million
Units Worldwide 11.3 Million Units North America
In the Second Quarter Top 2 Games Sold were for the Game Boy
Advanced
DRAGONBALL Z: GOKU $31 550,000 units sold 3 weeks (June2002) USD $17,050,000
SUPER MARIO ADVANCED 2 $30 total units sold until March 2002 US 311,000 Units
USD $9,330,000
Sega Sonic Advanced $39.95 1,000,000 Unit to Date (July 1 2002) USD $39,950,000
Where we are at in the Mobile Wireless
Market
•Limited Story on how you are going to build advanced content on the mobile devices
•No Clear Story for productizing and delivery these advanced products
•No Clear Story on how you get to market with your products and services
•Weak Story on promotion and marketing around software that publisher bring in to support the
wireless market.
•Weak story how you are going to attach and collect revenues from the products and services
Current developer/publishing market and the consumer are dazed and confused buy
all the hype
For example Game Boy and Playstation II
Nintendo and Sony have strong developer program which comprise of the
following
Clear Story on how to Create Advanced Content
Developer Program, Regional Developer Conference, Tools, continually
upgraded SDK, Middleware, Training, Developer System available to them prior to
Launch, Business Support
Clear Product Delivery Mechanisms: physical media (CD, DVD, Cartridge) in Packaging
Clear path to Market: Publisher access the consumer via established traditional retail and
online retail channels
Clear Story on the promotion and marketing of device and software that support it
PR Campaigns, Trade Shows E3, Review Placement, Website Campaigns, etc
Clear Story how Revenues are comes back to the Publisher
Understand the Developer Business
Models
A point to think about First
For Electronic Arts to agree to publish a console title they are look for a
minimum of 20 Million Dollar Payback against the current worldwide
console market.
What does that mean to you for high value content you
need to consider true cost of bring a product to market.
What the developer/publisher needs to cover
•Intellectual Property License Fees and Royalties, Developer Costs,
Overheads, Marketing Cost, Operating Costs etc.
•3 Applications developed: 2 Engineers $75,000 Per Year, 250,000
Marketing Costs, $1,000,000 IP License(Payed over 4 years), Operating
Costs 200,000
•150,000 + 250,000 + 250,000 + 200,000= $850,000 USD Break Even
Revenues First Year
•Revenue with 40 Percent Margin. $1,190,000 USD
Why do Carriers Need a Managed
Developer Program?
Create a portfolio of value-added high impact applications, products, and services to drive
economic growth through your products
Bringing Business Opportunities to promote the success of new Business Partners
Developing and Distributing tools for the creation of value added complements which drive the
platforms vendors vision (SDK’s and DDK’s)
Build External Trust of the Development Community
Creation of Competitive Stimulus/Catalyst to help drive standards and which help developers
move up to the next level of innovation
Create a compelling and loyal community of Customers, Developers and Partners
Provide a highly effective channel for communications to help drive current and new platform
initiatives which are agnostic to the changes in technology.
Provide a responsive support environment for the needs of Enterprise Customers, Developers
and Partners
Bottom line: Increase profits $$$ Increased brand awareness
Finite Number of Developer spread
into Overlapping Developer
Communities
Unix & Linux
Developer
Community
GAME
Developer
Community
Enterprise Developer
Java Developer
Community
Community
Win32 Developer Community
Windows CE
Embedded Community
Game Console and Apple
PALM
APPLE
MACINTOSH
Drive Customer Attachment through Managed
Digital Content Ecosystem
Monetization
Content
Creation
Distribution
Technologies
Platforms
Content
Services
Content
Aggregation
Content
Delivery
The cooperative value chain –
Carrier & Developer
Wireless application value chain
Virtual work space Physical work space Developer relations
Concepts
Prototypes
Enablers
Technologies
Professional
Software
Development
Toolkits
Technical
support for
toolkits,
handsets,
platforms,
enablers,
technologies,
APIs
Test labs,
Web site,
Prototype
Documents,
Handsets,
White papers,
Consultancy,
Discussion forums, Hands-on training
FAQs
classes,
Certification
services
Marketing,
Events,
Conferences,
Newsletters,
Open days,
Advertising
Carrier value chain
Analysis of
technical fit
Analysis of
strategic fit
Business
model
Partnerships
Integration
Deployment
MDP accelerates evolution of
Carrier’s chosen platforms!!
Revenue/profit
Critical Mass of Mass Market Application Developers
Critical Mass of Enterprise Developers
Critical Mass of Third Party Developers
Critical Mass of Middleware Vendors
Critical Mass of First Party Developers
Platform
Creation
15
Drive to a Systematic Application
Delivery Process
Metrowerks: Applications and Developers sourcing
Tech support
Training
Web site
IDEs and SDKs
Handsets
Developer
program
relationship
Identify
interesting
developers/
applications
Evaluate
potential
partners
-Technical
-Commercial
Finalize
business
case and
business
model
Wireless lab
Commercial Opportunity
Contractual
agreement
Commercial Launch
Developer Community
Carrier: Commercial Relationship
Bounding the ISV and Middleware Vendors
Recruitment: - A Tiered Approach
Budget Focus
Tier 1:
Cornerstone
•1 to 1 marketing
•Vendor brought into
Strategic
Customer Account
• Strategic Partnerships with ISV
• Participate in product definitions
• Will fund if necessary
•ISV Delivers High Value Content or Service
Tier 2: Strategic: Nice-to-Have
• ISV Commented Long term Marketing
and Development resources
•Early access to Product specs
• May fund if necessary
• May Give ISV Goods and Services
80%
•Marketing Driven
Driven
•i.e.. Direct Email,
Direct Mail
•Electronic Catalog
•Joint promotion
program
•Run Feature ISV in
•Quarterly customer
newsletter
15%
Tier 3: Tactical: Opportunistic
• Member of the Entry Level Developer Program
•Self promoted and funded
• Access to product specs of announced products
• Vendors purchases Training and Development Boards and Tools
5%
In Entertainment Key Brand are
Critical to Success of Our Products
Titles
Revenues
Top 5 %
60%
Next 20 %
25%
Bottom 75 %
15%
Need for a Controlled Product Release for
Consumer Entertainment Products
Maximize Revenue via controlled release of
High Value Properties minimizing the dilution to many choice
Large
Revenue
Optimal for Premium Content and
Good Business Dynamics
Revenue/Title
Small
Small
Number of Title
Large
What is a Managed Developer Program?
A robust service platform that enables AT&T Wireless to nurture and
cultivate profitable developer relationships!!!
Metrowerks Services
Developer Support
Typical Carrier Services
Application Business
 Application Publishing/
 Unified web presence
 Tech support
 Application Testing
 Pre-Launch Device
 Certification
access
 Training
 Evangelism and
Seminars
 Consultancy
 Technical
 Global Lab Access
Documentation
 Developer open days
 Conference Participation
$
Investment
$
Cost Recovery
Increasing Developer Loyalty
Distribution





Digital Download
Billing Services
Revenue Sharing
Development tools
Compelling Business
Model
$$
Revenue
MDP Program Components
Technical
Support
Marketing
Services
Developer
Strategy
Account
Management
People
Community
Management
Process
Engineering
Development
Project
Management
Content
Creation
Services
Alliance
Mgmt
Managed Developer
Program
Data
Mining
Integration Labs
Customer
Relationship
Mgmt
Tools
ECommerce
Learning
Management
Systems
IT Integration
Technology
Analytics
Certification
Systems
MDP Web
System
Developer
Community
MGT
Application
Sourcing
Developer Program Portfolio
MDP Products & Services
Industry Leading Wireless Tools
Early Device Access
Developer Support
SDK Development and Support
Field Application Engineers
Go to Market Strategies
Developer Portals/Communities
Academic Programs
Training, Developer Education
Comprehensive Partner Program
Application Test Labs
Application Libraries
Applications Mining
Program Marketing
Applications Certification
Worldwide Presence
(3rd party apps)
Rollout Professional Development Solution to Third
Parties Early in your Mobile Platform Development
Cycle
•Example
•Enterprise APP
•J2ME Game
•Example
•Native App
•GAME
•PV APP
•Middleware
•Example
•PV Codec Development
•Beatnik Codec
•MMI
•VM
•General Consumption
•Mainstream Production
•Version X.01 Community Tools
•Beta
•Engineering Samples
•Beta Community Tools
•Limited First Party Content Developer
•
•ALPHA
•Development System
•Platform Development Tools
•Limited Number of First Party Systems Developers
Metrowerks Wireless Development
Solutions
Optimized Development Solutions for Wireless Developers
• Enable Faster Time to Market
 Handset with or without carrier service
 Development Tools
 Symbian and J2ME Development SDKs
 Cables and Gateways
 Complete Documentation
• Vertical Market Focused Kits
 Enterprise
 Gaming
 Messaging
Wireless Tools Leadership
Metrowerks delivers a comprehensive portfolio of software
and hardware development tools for wireless developers
Symbian OS tools (official toolset for Symbian OS)
Java tools (1st to comprehensively support J2ME & PersonalJava)
Palm OS tools (de facto standard toolset for Palm OS)
Linux tools (best-selling commercial toolset for Linux)
Java Card tools (1st integrated toolset for Java Card)
Core Processor Tools (ARM, Dragonball, Xscale, Hitachi, M-Core,
StarCore, DSPs, and others)
25
CodeWarrior University
CodeWarriorU.com
 World’s largest source for online training in programming
 Approximately 100,000 registrations to date
 Free instructor-led courses
 Current Courses for Wireless Developers:
C and C++
Palm OS
Java certification
J2ME
Academic Initiatives
Over 1,400 educational institutions
teach Computer Science with
CodeWarrior

CS Advanced Placement (AP)
Exam was ported from Pascal to
C++ using CodeWarrior
Free Online programming courses
offered at “CodeWarriorU.com”

Largest education website
worldwide for learning how to
program

40,000 registered students in first
12 weeks
CodeWarrior Wireless Studio
CodeWarrior
Wireless Studio 7
The Ultimate Wireless Development Tool
CodeWarrior Wireless Studio 7 is the most advanced development tool
for wireless Java development including J2ME and Personal Java
Integrated support for creating applications for every major handset, Javaenabled Palm, Linux and PocketPC device
Java VMs and Emulators
Sun Java JDK up to version 1.4.0 (*)
Sun Wireless Toolkit (*)
Sun PersonalJava Emulator PJEE 3.1 (*)
Motorola J2ME SDK 1.0
MotoSDK 7.5
Nokia Developer Suite (-)
Sony-Ericsson Device Support
Siemens Mobility Toolkit for M50
Sprint-PCS Development Kit
Insignia’s Jeode PersonalJava VM (-)
(-) SDK supported but not shipped with product
(*) SDK on tools CD
CodeWarrior for Symbian OS
Metrowerks is Symbian’s strategic tools partner
Professional and OEM tools to enable device
creation
Designed specifically for Symbian OS device
creation community
Delivered earlier than corresponding OS release
ISV Tools to enable applications development
Derivatives of Professional and OEM product lines
Arrangement between Metrowerks and licensee
Delivered in line with ISV SDK schedules
CodeWarrior Java support
“CodeWarrior is the Tool Chain of the Future”
- Collin Meyers, CEO - Symbian
CodeWarrior for Palm OS
CodeWarrior
The Essential Tool for Palm OS® Development
Java
Symbian
Palm OS
80% of Palm Development Tools Market
(Gartner, Oct2001)
“..the development tool of choice among
Palm OS® platform developers”
“..the most convenient and powerful way
to develop C/C++ Palm software.”
Top Pick – 5 stars
“The Best overall development tool for Palm OS”
Handheld Computing, December 2001
Java Card
ARM
intent
Back Up Slides
Product Family
CodeWarrior for Java
CodeWarrior for Symbian OS
CodeWarrior for Palm OS
CodeWarrior for Java Card
CodeWarrior for ARM Embedded
CodeWarrior for intent
Features Overview
Powerful J2ME development
Compile, Preverify, Obfuscate, Package and Run or Emulate your application
in a single step
Supports J2ME, Personal Java and J2SE
Support for most devices
Includes SDKs from Sun, Motorola, Siemens, Sony Ericsson, Sprint
Works with Nokia, Insignia, Kada, Esmertec, Savaje, Zentek
JDK switching, multiple targets for same application
Unrivaled Testing and Debugging
On device debugging – conditional breakpoints, watchpoints, etc.
Productivity
Code Completion, Class Browser, Wizards, Stationery
RAD tools for drag and drop MIDP LCDUI / AWT development
CodeWarrior Wireless Studio Features
Powerful J2ME development
Compile, Preverify, Obfuscate, Package and Run or Emulate your
application in a single step
Supports J2ME, Personal Java and J2SE
Support for most devices
Includes SDKs from Sun, Motorola, Siemens,
Sony Ericsson, Sprint
Works with Nokia, Insignia, Kada, Esmertec,
Savaje, Zentek
JDK switching, multiple targets for same application
Unrivaled Testing and Debugging
On device debugging – conditional breakpoints, watchpoints, etc.
Productivity
Code Completion, Class Browser, Wizards, Stationery
RAD tools for drag and drop MIDP LCDUI / AWT development
CodeWarrior Wireless Studio Features
Create applications that connect to the Enterprise
PointBase Micro 100% Java powerful database
XML parser and SOAP implementations for J2ME
Softwired iBUS//Mobile JMS for powerful, reliable messaging
Award Winning CodeWarrior IDE
Fully customizable, scriptable, modular IDE
Blazing fast, mature and proven
Wireless Studio Endorsement
"I believe developers will be impressed with the wide functionality and testing abilities found in
this latest version of CodeWarrior, the CodeWarrior Wireless Studio 7.“ -C. Enrique Ortiz, Coauthor of the MIDP for J2ME Professional Developer's Guide
“Developers who want to be successful in the wireless industry should look to CodeWarrior
Wireless Studio 7 as their standard development tool.” – Joe Colletta, VP of Applications,
Motorola PCS
“Developers can't go wrong with CodeWarrior Wireless Studio. “ - Clint Patterson, VP, Handango
"Metrowerks' strong support for J2ME, PersonalJava, and the Java Card platform, will go a long
way in helping developers create applications and content for a wide variety of Java technologybased wireless devices," said Ken Tallman, Group Manager for Java Software at Sun
Microsystems, Inc.
"We believe CodeWarrior Wireless Studio 7 is the most advanced development tool for wireless
Java technology," said Cameron McEachern, EVP, Sales and Marketing for PointBase.
“… the best development tool for creating Java applications that run on … devices such as the
Compaq iPAQ and Sharp's Zaurus.“ - Mark McMillan, president, Insignia Solutions.