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Presented at Evans Data Developer Relations Conference Mar 17, San Jose, USA
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Calculating the ROI of Symbian Academy
A Case Study on a University Developer Program
Bruce Carney
16-March-2009
Contents
� Symbian => Symbian Foundation
� Symbian Academy Overview
� Data & Metrics
� Balanced Scorecard Card
� Global Academy Index
� KPIs (External, Internal)
� Our Learnings
Page: 3
Open, Proven, Royalty Free
MatureMature
ProvenProven
UnifiedUnified
Commercially LedCommercially Led
TransparentTransparent
Technical ExcellenceTechnical Excellence
10 years of development
250m+ commercially deployed devices
by 14 of the world’s largest OEMs250+ Carriers. Scalable, high margins
The best of Symbian OS, S60, UIQ and
MOAP in one un-fragmented platform
Driven by a community with real-world
requirements and commercial backing
Conversations held in public
Any organisation can become a member
Existing Symbian-powered devices are
among the most sophisticated and robust available
A huge open Community contribution…
~2,000 components~45,000 directories
~450,000 source files
~ 20 million lines of commercial code
100 Devices currently in development
Existing support for 7 Application Processors and 5
Basebands
Millions of dollars of existing investmentavailable to you from Day 1
Symbian => Symbian Foundation
Vision for the Platform
The most widely used software on the planet.
Mission for the Foundation
To build the most productive and valuable software community.
Device creators
Fast TTM
Breadth of features
Low cost & risk
Service Creators
Unified platform
Range of rich dev
environments
Developers
Huge opportunity
Tools & support
Great community
Users
Best devices
Best apps
Best services
Accelerate compelling user experiences
Contents
� Symbian => Symbian Foundation
� Symbian Academy Overview
� Data & Metrics
� Balanced Scorecard Card
� Global Academy Index
� KPIs (External, Internal)
� Our Learnings
Program Contents (1/2)
IDE discounts and SDKs from UI vendorsSoftware
All of the latest and new Symbian Press titles for each course
leader
Symbian Press booklets available for each student
Literature
Slides relating back to lecturer notes
Code examples and solutions for practical exercises
Guest lecturers from Symbian available to present specific topics
Teach the class
Marketing collateral providedAdvertise the course
Courseware provided Symbian (100h of effort) – updated annuallyPreparing the course
materials
Professional Symbian training provided – 5 days of courses paid
for
Lecturer training
Program Contents (2/2)
Accredited Symbian Developer certification programIndustry recognised
qualifications
Symbian Academy eventsInteract with the
community
Academic research projects supported
Possibilities of research collaboration with Symbian & our partners
Research
Symbian Academy jobs board with opportunities at Symbian and
with our partners
Internship and
graduate opportunities
Quarterly newsletter with the latest industry and community newsStay updated
Technical support providedGet support
Our team (people)
� Virtual global team spanning Symbian sites
� Leveraging local networks, experience and knowledge
20082007
0
0.3
0.1
0
0.6
0.3China
0.5India
0.25N.America
0.25Japan
0.8Europe, RoW and program
evangelist
Contents
� Symbian -> Symbian Foundation
� Symbian Academy Overview
� Data & Metrics
� Balanced Scorecard Card
� Global Academy Index
� KPIs (External, Internal)
� Our Learnings
Geo-marketing study (2007)
CEO: HOW DO YOU MEASURE SUCCESS AND HOW SHOULD WE
ALLOCATE RESOURCES
Think ‘Developer’
Symbian the Preferred
Partner
Lower Device Creation Cost
Competitive OS Platform
Frictionless Experience
Collaborate
Productive Device
Development
Sympedia
Reliable Support
Reduced Cost
Frictionless Experience
Interact
Starting Point
Learn Symbian
Starting Point into Mobile
Career
Attracting Skilled
Graduates into the Ecosystem
Preferred Partner for
Teaching and Research
Integrated Story
CollaborationManagement for Success
DPM Culture and Values
Growing People
Productive Environment
‘One Voice’Marketing
Program Quality
Improvement
MISSIONPERSPECTIVE
PROCESSPERSPECTIVE
LEARNING & GROWTH
PERSPECTIVE
CU
ST
OM
ER
PE
RS
PE
CT
IVE
Sy
mb
ian
De
ve
lop
er
Str
ate
gy
Best Entry-point into
Mobile Development (Students)
• Best learning path into mobile development• Excellent career opportunities
Creating Graduate Talent
(Eco-system)
• A reliable supply of high quality graduate developers with Symbian OS skills
Best Support for
Teaching and Research
in Mobile (University)
• Fast and low cost creation and maintenance of a top quality
mobile computing course• A clear path into high quality mobile research• Responsive to questions and evolving needs
Symbian Academy – Customer Aims
Balanced Scorecard
Global Academy Index (GAI)
� Index to determine the impact that Symbian Academy
program has on ecosystem graduate recruitment requirements.
� The sum on the individual regional indices makes the GAI
� Our currency (ROI)
Symbian Developer Population per Country
Total Symbian Developer Populationx
Symbian Academy Students X Quality X Perception
Required Students to meet Growth requirements
Country Index Renewal Ratio
GAI Contribution
1H08 2H08
Renewal Index Renewal Index
US 0.20 0.42% 0.20 0.42%
UK 0.25 3.15% 0.25 3.15%
China 1.20 6.40% 1.20 6.40%
India 0.01 0.17% 0.17 5.57%
Nordics 0.07 1.42% 0.07 1.42%
Japan 0.00 0.00% 0.20 1.87%
Korea 0.00 0.00% 0.00 0.00%
Southern Europe 0.46 2.96% 0.54 3.47%
Eastern Europe 0.24 1.56% 0.28 1.76%
RoW 0.25 0.80% 0.30 0.96%
GAI = 16.88% 25.02%
Global Academy Index (GAI)
Symbian Academy’s
Impact to supply of
graduates into
ecosystem
OUTPUT KPIs
Output KPI (1/2)
# of Symbian Academy students sitting and passing the ASD in the last 6 months
Number of students studying Symbian Academy courses in the next term
Starting Point into Mobile Career
Informal satisfaction survey of teachers for Academy gathered during face to face
# of institutions leaving the program
Global Academy Index
# of Tier 1 and tier 2 Universities in the program
# of institutions teaching Symbian C++
# of institutions teaching Symbian OS
# of new institutions affiliated; (Agreed, Closed, Teaching OS/C++) to Academy this half
Attracting Skilled Graduates into the Ecosystem
KPI
Output KPI (2/2)
# of original press articles that mention the program in the last 6 months
# of Google alerts received over the last 6 months on Symbian Academy
# of Symbian Academy lecturers attending Symbian events over the last 6 months
# of face-to-face meetings with academics and Symbian Academy account manager over the last 6 months
# of job postings from partners, licensees and Symbian on Symbian Academy jobs board over the last 6 months
Average # of applicants per position on jobs board
# of positions advertised on jobs board
Number of students from Symbian Academy courses employed by partners, licensees and Symbian in the last 6 months
Core Customer Measures
KPI
INTERNAL KPIs
Internal KPIs
Funnel exists (current to the last month)
Coordinate steering group meetings (including RACI) with all stakeholders: HR, R&D, Sales, DPM (Press, SDN), Professional Services (Training)Meeting occurs monthly
Create sales collateral for the Academy programSales pack exists and is issued
Report on status of the program and activities from the MPPEngagement plan and monthly engagement reports exist
Create annual questionnaire (Csat) to solicit feedback from lecturersResponse rate to questionnaire
Author Symbian Academy newsletterNewsletter created regularly 4 times a year
Represents the program (gives educated opinion, takes engagement actions) internally and externally
Program evangelist measures
KPI
Contents
� Symbian => Symbian Foundation
� Symbian Academy Overview
� Data & Metrics
� Balanced Scorecard Card
� Global Academy Index
� KPIs (External, Internal)
� Our Learnings
Our Learnings:
� Have clear objectives and measures.
� All universities are not the same.
� University program = innovation ROI (TBD)?
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