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Widgets – what’s that all about then?

July 2009

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Overview

• Why should I read this? (Market Overview)

• What is a mobile web widget? (Widget definition)

• What are Vodafone doing with all this? (Roadmap and Technical Overview)

• How do I get involved?

• Remind me again why I should do this? (Benefits)

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Why should I read this?

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Industry and Ecosystems Convergence

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• Vodafone is uniquely positioned in the

ecosystem to provide an end to end

experience:

- Devices

- Customer care

- Vast reach & distribution

- Customer Insights

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Evolving application landscape

• Large ecosystem…

– 10 million applications were downloaded from iPhone Apps Store in its first month

• And growing

– 500 million iPhone apps have been sold since July 2008

• More Options

– Including Microsoft MarketPlace, Android Market, Nokia Ovi, + aggregators

• Economies Of Scale

– Cheaper data plans = more data users

• Technology Rules

– Many targeted around specific device / OS and semi-proprietary offerings

– More powerful and faster device proliferation

• Opportunity

– 49% of US and 34% of European respondents plan to use Mobile Internet more in 2009-2010

– Users will consume more than 55% more data over the next 12 months.

– More than 25% intend to start using mobile apps for the first time in the next 12 months

Mobile Web Widgets

Sources: http://www.tellabs.com/news/2009/index.cfm/nr/53.cfm, Comscore Mobilens 3 month average ending Sept08 & Apple Dec 08

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What is a widget?

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What it isn’t

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• Not for your beer

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What it is

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• Based on standardised technology

• W3C

• An application on a mobile phone

• To provide lightweight and personalised services such as showing the user

the latest news, the current weather, the time, a calendar, a dictionary and

much more!

• A potential source of revenue:

• App stores!

Widgets are…

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Widgets add another dimension

Mobile Web Widgets

Quick access to

the Web

Personalised to

the user

Information YOU want (online AND offline)

When you want it

Caching and auto refresh

Information available at a glance – YOUR web

What are the key attributes of a widget?

Integrated Uses device apps (i.e. auto add info to Calendar)

• Widgets bring mobility to your web apps

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Two clicks for an end user to get to your widget!

Users get immediate

access to Internet Tab

from the idle screen

This gives them direct

access to:

- App Shop

- Your widget!Prominent real estate

for your widget

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Widgets look good!

Mobile Web Widgets

Active Icon view: real time data displayed

Click through to

Wap / web siteWAP / Web site viewFull screen viewMinimised mode view

Us

efu

l

Web connected,

always on

Graphically richMobile optimised UI

Popular

local content

Ea

sy

to

ac

ce

ss

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So what is Vodafone doing with widgets?

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Vodafone sees widgets as a key mechanism for the future of content

delivery

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Key characteristics WAP Java / native

applications

iPhone approach

Browser-based

Widgets

On-device Apps /

Widgets

Vodafone approach

Active idle screen persistence?

Active while offline?

Device integration? (camera, contacts,

calendar)

Auto updates?

Easy to develop (use web

technologies)

High portability

Available now?

key white = 0% / not at all

red = 100% / totally

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Vodafone are investing heavily in widgets

• Current addressable market:

• 20+ devices, 5 million+ capable devices.

• Distribution across 8 major European markets: UK, DE, NL, IE, PT, GR ,ES, IT and South Africa.

• The future

• With the Joint Innovation Lab (www.JIL.org) you can have access to customers of

• Vodafone (Global)

• Verizon Wireless (USA),

• China Mobile

• Softbank Mobile (Japan)

• Big numbers!

• Combined access to over 700m customers worldwide

• But simple

• Single SDK

• Single distribution point

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In the future, Vodafone will provide a range of monetisation

opportunities

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1. Per App Download

2. Subscription (coming

soon)

3. Free Download (coming

soon)

4. Advertisement /

Sponsorship (coming soon)

Models

APIs

5. Placement (coming soon)

• Flexibility

• Grow your business and revenue the way YOU want

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Vodafone Apps Shop

Promotional areas

App details

• Accessibility and opportunity

• High visibility for your widget

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A good place to start!

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Developer

Your route to market

Mobile Web Widgets

Local websites(UK, Germany, Italy, Spain etc)

8 production steps to market

1. Agree roadmap / content

2. Download SDKs, developer runtime

3. Review tech / content policy

4. Develop, localise if needed

5. Submit for QA

6. If QA passed - upload to Vodafone

7. Group / Opco review & publish

8. User Download & Feedback

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Widgets

developer

platform

http://developer

.vodafone.com

The introduction of JIL during 2009 will allow a similar monetisation options for your widget. Stay tuned!

Enablers:

Billing and

location

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Current device support (1/2) X= Supported

Y= Planned Support

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Manufacturer Name Germany Spain Italy UK South Africa Portugal Greece Netherlands Ireland

Nokia 6124 X X X X X Y X Y X

Nokia 6210 Navigator X X X X X Y X Y X

Nokia N96 X X X X X Y X Y X

Nokia N95 - 8GB X X X X X Y X Y X

Nokia N95 X X X Y X Y X Y X

Nokia N85 Y X Y Y X Y

Nokia N82 X Y Y

Nokia N81 Y Y Y X Y X Y

Nokia N81 (8GB) Y X Y

Nokia N80 Y

Nokia N78 X X X X X Y X Y X

Nokia N76 X Y X

Nokia N73 X X X Y X Y X Y Y

Nokia N71

Samsung i560 Y X Y X

Samsung i550 X

Samsung i520 X

Samsung i450 X Y

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Current device support (2/2)X= Supported

Y= Planned Support

• And more to come!19 Mobile Web Widgets

Manufacturer Name Germany Spain Italy UK South Africa Portugal Greece Netherlands Ireland

Nokia E71 Y Y Y Y X Y X Y X

Nokia E66 X X Y X Y X Y X

Nokia E65 X X X X Y X Y X

Nokia E51 X Y Y X Y X Y X

Nokia 6290

Nokia 6121c

Nokia 6124c X X X Y

Nokia 6110 X Y Y

Nokia 5700 X

Nokia 5500 Sport (64 MB card) Y

Nokia 6120c X X Y X Y Y

Nokia 6110 X Y Y X Y X Y Y

Nokia 5800 Y Y X Y Y Y Y

Nokia 6730 Y Y Y Y Y

Nokia E52 Y Y Y Y Y

Nokia E72 Y Y Y Y Y

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QA process

Mobile Web Widgets

Technical Content

Reasonable battery, memory,

CPU usage

Graceful Install / Uninstall

Complies with distribution T&Cs

Complies with Vodafone Apps/Widgets policy

• We have some guidelines…

Guidelines (pdf): http://bit.ly/JYn0q

User Experience

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How do I get involved?

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How do I get involved?

• Get developing!

• At http://www.betavine.net/widgetzone you can

• Learn how to write a widget,

• Get feedback from early adopters

• Learn from other developers

• Test against devices in a virtual lab

• And when it's polished…

• Publish to the widget developer platform

• Pass QA

• Distribute!

Mobile Web Widgets

Opco websites

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Widgets Development: The basics

1. Develop on the Desktop as long as you can

2. Design for different screen resolutions

3. Package everything into the widget (libs, graphical elements, etc.)

4. Respect the limited input capabilities

5. Respect the limited hardware

6. Respect the navigation paradigm of a mobile device

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Creating the most basic widget on earth...

1. This configuration file... 2. Along with this html file...

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3. Gives you this widget which

runs on a PC...

4. And on a handset

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Add...

1. A style file and images...2. Some script...

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4. And you get a better looking widget which updates the displayed

text on both PC and handset…

3. And update the html...

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Remind me again why I should do this?

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It makes sense…

Mobile Web Widgets

Direct customer engagement

Prolonged customer engagement

Cheap to develop and advertise

Visibility & promotion – home screen, new apps, top downloads

Revenue generation opportunities

Enter competitions at the same time as distributing!

(http://bit.ly/WkB1c)

Huge global reach – delivering scale & performance

Commercial

Proposition

Gentle learning curve

Based on W3C technology

Single point of distribution

Clear rules

Use the latest technology

Anyone can do it!

Technical

Proposition

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Don‘t forget!

TIMELINE: From July through to end of August

Prizes: 3 bundles of Nokia N96 and Samsung NC20 netbook every WEEK!

Judging criteria: Innovation, quality and value

www.betavine.net/summerofwidgets

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Any questions?

Mobile Web Widgets

Facebook http://bit.ly/3EkYIc and

http://bit.ly/u2q0V

Twitter twitter.com/mobilewidgets

Blog http://www.betavine.net/widgetblog/

Website www.betavine.net

Mobile web betavine.mobi

Software forge forge.betavine.net

Betavine widgetzone

http://www.betavine.net/widgetzone

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