Introducing ThinkPhone

Jeremy Copp Dr Richard M MarshallCEO Founder and CTOjeremy.copp@rapid-mobile.com rmm@rapid-mobile.com+44 7876 567742 +44 7785 394458

Dr Richard M MarshallFounder and CTOrmm@rapid-mobile.com+44 7785 394458

Introducing ThinkPhone

Platforms for the delivery of mobile applications and services to any device

Contents

• Background• Product Suite• ThinkPhone Design• ThinkPhone Deliver• ThinkPhone Direct

Confidential2

ThinkPhone Background

• Objectives:– Simplify mobile content delivery– Deliver secure, usable applications to any device– Consistent user experience across devices– No manual porting– One build– Integrate language and branding automatically– Recognise and support new devices automatically– Rich, extensible framework for development

• Operating commercially since early 2005

3 Confidential

Some Examples

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ThinkPhone Products

• ThinkPhone Design– Method– Client software components– Server software components

• ThinkPhone Deliver– Active provisioning system

• ThinkPhone Direct– Mobile Internet server

5 Confidential

Architecture: Design, Deliver

DeviceKnowledge

ThinkPhone Framework

Secure Communications

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SportsBettingApps

GamingApps

ContentApps

NewVerticals

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ThinkPhone Framework

Secure Communications

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Auth

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Plug-ins

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign ManagerAd360

AdServer

Device Identification

Application Builder

Device Profiler

Download Support

User Management

Service Control

Support Alerts

Support Console

ActiveProvisioning

Server

Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.

CommonClient

Platform

CommonServer

Platform

Ad360 MobileAdvertising Server

ThinkPhone Deliver

ThinkPhone DesignConfidential

Architecture: Design, Deliver

DeviceKnowledge

ThinkPhone Framework

Secure Communications

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SportsBettingApps

GamingApps

ContentApps

NewVerticals

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pplic

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n

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ThinkPhone Framework

Secure Communications

Adv

ertis

ing

Inte

grat

ion

Exce

ptio

ns

Auth

entic

atio

n

Plug-ins

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign ManagerAd360

AdServer

Device Identification

Application Builder

Device Profiler

Download Support

User Management

Service Control

Support Alerts

Support Console

ActiveProvisioning

Server

Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.

ThinkPhone DesignConfidential

Architecture: Direct

DeviceKnowledge

OSGI Framework

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Back

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Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server

Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.

XHTML/WAP Renderer

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SOAP, XML, RSS,database feeds

Information anduser data feeds

Ad360 MobileAdvertising Server

Plug-ins

ThinkPhoneDirect

Confidential

Architecture: Direct

DeviceKnowledge

OSGI Framework

Adve

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ing

Back

end

Inte

grat

ion

Imag

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Bot I

dent

ifier

Traf

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tatis

tics

Dev

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Det

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Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server

Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.

XHTML/WAP Renderer

Dat

a Co

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tion

Imag

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Cust

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SOAP, XML, RSS,database feeds

Information anduser data feeds

Plug-ins

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ThinkPhone Design

• Design method– User experience– Software engineering

• Client framework – Java ME– Overall structure– Specific components

• Server framework – J2EE– Overall structure– Specific components

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ThinkPhone Design Method

• User experience– It’s a phone – do things in a phone-like way– It’s not a computer or a web terminal– Input is by far the most difficult– Design for the best and biggest– Gracefully degrade experience for lesser devices

• Software engineering– Memory limitations– Security concerns– Power consumption– “Bake in” device diversity, including touch support

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ThinkPhone Client Software

ThinkPhone Framework

Secure Communications

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Framework, patterns andcomponents for buildingJava ME mobile apps.

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ThinkPhone Client Software 1

• App framework– Standard Java ME framework– Error handling– Startup, threading, suspend and resume support– Image loading and management– Text loading and management– RMS management

• Service management– Version and upgrade check– Service available– Message of the Day mechanism

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ThinkPhone Client Software 2

• Communications framework– Extensible binary communications– HTTP, WAP and Socket support– Object serialisation mechanism– Protocol version management for compatibility– Exception propagation mechanism

• Optional communications security– Encryption using Skipjack (FIPS Publication 81, 113)– PKCS5/PKCS7 padded block cipher– 1024-bit key file per client

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ThinkPhone Client Software 3

• Forms interface– Consistent across all devices– Self-paginating forms interface– Usual selection of input methods– Automatic device adaption

• “Wide and Deep” style– Tabular design style for deliver of complex information– Automatic device adaption

• Paginated text• Graphical canvas

– Powerful animation– Tools for automatic device adaption

• Advertising component provided by Ad360

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ThinkPhone Server Software

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ThinkPhone Framework

Secure Communications

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Framework, patterns andcomponents for buildingJ2EE Servlet mobile solutionservers or proxies.

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ThinkPhone Server Software 1

• Standard J2EE Servlet– Apache Tomcat or other container required

• App framework– Error handling– Resources and properties management– Logging– Database handle control

• Service management– Match client facilities– Facilities for building service management interface

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ThinkPhone Server Software 2

• Communications framework– Extensible binary communications– HTTP, WAP and Socket support– Object serialisation mechanism– Protocol version management for compatibility– Exception propagation mechanism

• Optional communications security– Encryption using Skipjack (FIPS Publication 81, 113)– PKCS5/PKCS7 padded block cipher– 1024-bit key file per client– Client device blacklisting

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ThinkPhone Server Software 3

• Integration tools– Various patterns for XML, SOAP and other back ends– Authentication and authorization patterns

• Device optimisation– Link to our underlying device knowledge

• Advertising component provided by Ad360

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Typical Tools

• ThinkPhone works with industry standard tools• Typical development tools:– Eclypse– Ant– Obfuscators– Test tools

• We can supply typical build scripts

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ThinkPhone Deliver

System for deliveringapplication custom builtfor the end user and theirhandset.

Device Identification

Application Builder

Device Profiler

Download Support

User Management

Service Control

Support Alerts

Support Console

ActiveProvisioning

Server

Confidential

ThinkPhone Deliver

Provisioning Steps:2.Detect device type3.Profile device if not already known4.Select required elements for building application5.Add any user details6.Build application7. Optional signing step8.Deliver application to customer OTA

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Simplified Architecture

Download >>

Terms & Conditions >>

T&C

Launch Site orWAP Push

JAD JAR

GuideAndHelp

Device Identification

Device Profiler

App BuilderJAD Builder

DeviceKnowledge

Browserredirect

OTADownload

ApplicationResources

InstalledApplication

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Application Resources

• Core class files – the “one build”• Optional class files or libraries• String files

– By language– By screen size

• Graphics– By language– By screen size

• Media files– Text, sound, video

• Icons– By device sizes

ThinkPhone Deliver uses a picklist approach to load the requiredelements.

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Example

• Core class files• Language files

– English– Italian– Spanish– German

• Graphics files– For 128x160 – For 176x208– For 176x220– For 240x320

• Icons– 12x12, 15x15, 16x16, 24x24, 32x32, 42x29

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Selection Mechanism

• Assets chosen according to:– Device rules, eg graphical assets by screen size– Class libraries by device types, device quirks– Icon by device type via device knowledge

• Rules engine used to make selections– Written in a Java-like language– Fully dynamic– Allow very complex rules for selection

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Other Functions

• Registration microsite• On-device support system• Terms and Conditions compliance• Customer service site• Management site• Integration with mobile solution system– Security integration– Black listing

• Logging• Reporting

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ThinkPhone Direct

OSGI Framework

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Back

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Imag

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XHTML/WAP Renderer

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SOAP, XML, RSS,database feeds

Information anduser data feeds

An extensive framework forbuilding large-scale, deviceoptimised mobile internetsites.

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ThinkPhone Direct

• Framework for mobile internet sites– Device optimised– Markup-language independent– Template based– Very configurable

• Advanced software techniques– OSGI Plugin architecture– Document structures– Action chains

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Key Features

• Device detection• Hierarchical document templates• DTO-based document build• Image sizing• Image caching• Network-safe parameter resolution• Traffic reporting• Site statistics• Bot management

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Document Flow

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Plug in Mechanism

• Based on industry-standard OSGI• Plug ins written in Java• Examples:– Content feed integration

• Any format, any mechanism• XML, SOAP, RSS

– Feed to ad servers• Ad360 already provided

– Link to CRM or other user profiles– Location

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ThinkPhone Summary

• Objective: simplify mobile content delivery

• Mechanisms – Automatic device detection– Automatic content optimisation– Software platforms for application and internet

• Comprehensive, robust frameworks– Commercially proven– Minimise effort for you to build best possible services

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Rapid Mobile Media Ltd93 George StreetEdinburgh EH2 3ES

www.rapid-mobile.com

+44 131 243 2502

mobilise@rapid-mobile.com

Rapid Mobile Media Ltd93 George StreetEdinburgh EH2 3ES

www.rapid-mobile.com

+44 131 243 2502

mobilise@rapid-mobile.com