Independent global network of qualified multi-platform mobile developers

March 2010

Developers

Start UpsAngel InvestorsSP, NEP, ISV

and OEM

EXICON SPHERES

DEVELOPERS ARE ESSENTIAL INGREDIENTS

(TO AVOID BEING DISENFRANCHISED)

Define &

PublishAPI’s

Provide a quality

App Store

BUILD ADEVELOPER

COMMUNITY

Estimated # of Software Developers Worldwide

http://stackoverflow.com/questions/453880/how-many-developers-are-there-in-the-world

http://www.reuters.com/article/idUS79726+24-Jun-2008+BW20080624

Estimates based on:

http://www.mahalo.com/answers/programming/how-many-software-developers-are-there-in-the-world-and-how-many-in-the-us-india-and-china-respectively

MOBILE

INTERNET

EMBEDDED

ENTERPRISE

18.5M

Mobile Developers Are Highly Sought After

Shift in the Developer Paradigm

15%

Operating Systems

ServiceProviders

MobileOperators

HandsetManufacturers

MOBILE DEVELOPERS

Techies becoming business savvy

with ROI and commercials

driving operational decisions

DEVELOPER HOT BUTTONS

MarketingTools & API’sDistribution

Sales ChannelsFinancials

Terms & Conditions

EXICON DEVELOPERS CONNECT

Design own interface

HD TV

Multiplayer gamesLive video streamingTVVideo on demand

Navigation

Restaurant Waiting List Scan and track taxiTracking of

people

Location based SNS

Parking spaces finder

Voice / Face recognition

Home monitoringE-Coupon

Dictionary

E-ID CardShaking alarm clock

GamesMotion detection

games

Video phone

Video conferencing

Situational voicemail

Live chat room

Video Chat

Dining directory Bus Locator

E-BooksVideo

Augmented Reality

Mobile Virtual Worlds

Cities around

The world

27

9Semi annual

surveys

Mobile Youth

Customer Focus Groups

7

Qualified Mobile Developers

Developer Database

>2,000

6,000

DEVELOPER COMPANY CATEGORIES

0

250

500

750

1000

Mobile App Developers

Mobile Software

Developers

Game Developers

Mobile Technology Providers

Mobile Agencies

Mobile Publishers

# Companies

Category

0

250

500

750

1000

1250Others

Utilities

LBS

Social Media

Productivity

Entertainment

# Applications

Platform OS / Runtime

APPLICATION PLATFORMS AND CATEGORIES

26%19%

16%

29%

8%

Names, Positions, Mobile Phone Numbers and Primary Email Addresses

C-Level Contacts from around the world

1%1%

QUALIFIED MOBILE DEVELOPERS

Over the last 12 months a developer must have

• Released a piece of mobile content• mobile application• (web) service or application• Widget• Games• e-books• Network level service

• Sold mobile technology• mobile payment solutions• IM platforms• back-end content delivery solutions

• Signed up one or more clients with branded content for mobile distribution

HIGH-LEVEL PHASED APPROACH TO BUILDING A DEVELOPER

PROGRAM: DEVELOPER+

Kick OffObjectives

TargetsCheckpointsStakeholders

Interviews Research

BenchmarkingAssessment

Baseline Development

Review and Realign

for Strategy Phase

High-level Strategy,

Differentiation Positioning

Service description Integration

a) Buy/License, Acquire

b) Build

Document

Set Infrastructure & team

Social Media Programme& Community Development

Application store

APIs

Developer Community

9 – 12 months

2 – 6 months1 week 1 week 6 weeks

Implementation

Appstore Business Models, Go-To-Market & Action Plans

8 weeks

API Business Models, Go-To-Market & Action Plans

Developer Community Business Models, Go-To-Market & Action Plans

Build Tools

Build Process

6-9 months

Roadmap

Bu

sin

ess

Ob

ject

ives

Audience

Channels Foundation

Messages

Hubs

LayFoundation

Build Online Hubs

PR Objectives

Retention Targets

ManagementTargets

Developer engagement and

upsell

Product & Support Services

ObjectivesTargets

DriveBusiness

Start theConversation

AttractUsers

Grow theConversation

Conversation

C

Conversation

C

Conversation

C

Conversation

C

KOL’s

OtherGroups

DirectConversation

EngageJoin InPlanListen Orchestrate

ONLINE DEVELOPER OUTREACH

Extremely efficient Use of Time

Steep Learning Curve Strong Engagement in All Conversations

Open Forum Behind Closed Doors

Constructive Relationships

TARGETED RELATIONSHIP DRIVEN DEVELOPER ENGAGEMENT EVENT: DEAL+

Agree and Refine Corporate Objective

Set the date for Deal-Summit

Tailor Topics around Specific Interests

Identify Participating Constituents

Develop Format and Schedule

Sub Topics

Secure Speakers/ Industry Influencers

Define and Agree Key Value and Selling Propositions

Secure Senior Level Attendance

Connecting with

Relationships and contacts

IndustryGroups

Established Associations

Personal Invitations

Referrals

Target Companies and Individuals

To facilitate

Recommendations

One-on-One Meetings

Networking Opportunities

Deal Making Environment

Insights with Case Studies

DEVELOPER DAYS: CAMP+ Week 0-2

WORKSHOP PREPARATION ONGOING VAS

PROGRAMME

2 day workshop

CONFERENCE MANAGEMENTOn site Management, Supplier Management

MARKETING PLAN & IMPLEMENTATIONObjectives, Audiences, Messaging, Briefings, Action Plan, Evaluation

DATABASE Website build to handle registration, payment ifappropriate, meeting set up, video storage, Database

Costing, Timing, Pre-Qualification Availability

Conference Organization Venue Confirmation Supplier Selection, Agenda Management, Invite Management, Workshop.

CONF.

Ongoing CommsStrategy

Outsourced VAS Management

Negotiation Support &Advisory

PlanningConference

ManagementMarketing Plan

Conference Planningand Implementation

DatabaseOn-going VAS Management

EXICON Resources

• Project Owner• Consultant

• Event Coordinator

• Project Owner• Consultant

• Event Coordinator

• Project Owner• Marketing

Specialist

• Project Owner• Event Coordinator

• TBC

• Project Owner• Developers

TBC

Heavy EXICON Team

Light EXICON Team

Timing & Format Dependent, from 2 months up TBC

XDC’S REFERRAL PROGRAM

Application Submissions

• Value Proposition• Communication Plan• Agree to and create templates, banners etc.• Timing• Action Plan• Level of involvement agreed

• Invitations• Targeted promotions• Email campaigns• Conversion• Social Media+ (EXICON)• Seminars & Workshops

(XDC Deal+ Approach)

Developer Registrations

Reach Out and/or

Banner PromotionPreparation

• Developer registration• Application submission• Measure & feedback• Fine tune program

1-2 weeks 3-12 months

PROVEN TRACK RECORD

JUST SOME OF OUR CASE STUDIES

Global Developer Road Show

Client: Global Handset Manufacturer

Brief: - Orchestrate global developer road show- Secure high quality friendly developer participation- Facilitate and arrange constructive dialogue and engagement between developers and company

Lead Time: 1 Month

Deliverables: - Source 500+ quality developers - In 22 cities across 4 continents- Over 4 months

Activities: - Managed event processes, including:- Agenda Outline- Developer Identification- Selection- Invitations- Communications (developers and market units)

- Facilitated 1:1 focused and targeted client developer engagements Processed evaluations and feedback- Coordinated follow up

Annual Developer Event

Client: Major Telecommunication Group

Brief: - Bring innovation in mobile services to the operating companies in the group- Develop core innovation themes to align with Group strategy and direction- Architect an annual Developer Partner event in line with core themes

Lead Time: 2 Months

Deliverables: - Ensure 60-80 participants engage in the event- Source 30 – 40 targeted established developers to participate-Secure senior level participation from the operating companies- Engage and enlist major industry associations and relevant industry thought leaders

Activities: - Select and invite the participants and attendees- Architect the agenda to match the venue of the event- Manage quality “deal focused” meeting between the operating company and developer

SOME ADDITIONAL CASE STUDIESMobile Lifestyle Brand Research and Outreach

Client: Global Handset Manufacturer

Brief: - Identify locally relevant top category content and lifestyle brands

- Validate path to mobilization and application development for these brands- Support development of quality applications- Win mindshare with consumers and establish awareness for break through applications

Lead time: 2 months

Deliverables: - 5 locally relevant brands in each of the 12 industry segments- Across 11 countries in emerging markets - Aligned with major corporate customer segments

Activities: - Develop criteria for "natural" brands, applications and content- Drive trust, quality perception, and consumer recognition-Applied local criteria to arrive at refined target partner shortlist- Developed proposition, presentation and approach to drive the introductory meetings- Enlisted XDC network of Feature Foreagers (“FF”) for local assessment

Mobile Developer Interviews

Client: Premier Consumer Electronics Manufacturer

Brief: - Assess market applications, categories and trends- Validate developer platform preferences and developer tools- Importance of mobile operator relations- Confirm “time to money” for developers

Lead time: 1 months

Deliverables: - Report with detailed developer insights and “hot buttons”- Application category preferences in selected key markets- Developer preferences regarding tools, environments, marketing and distribution

Activities: - Both face-to-face and telephone interviews the 1 hour interview topics included- Enlisted the global XDC network of trusted developer Key Opinion Leader’s (“KOL”)-Interviewed 34 of the worlds leading and mobile application developers- Organized local mobile youth focus group sessions in selected markets

AND A FEW MORE CASE STUDIESMobile Developer Outreach

Client: Global Handset Manufacturer

Brief: - Create awareness and buzz amongst developer community- highlight nuggets in the developer propositiion- 6 month campaign driving traffic to Developer website, registrations, sign ups and submissions

Duration: 6 months

Deliverables: - Page views to developer website- Number of Developer sign ups and registrations- Number of applications submitted to registration site

Activities: - Listen to developer communities and their conversations as it relates to client- Establish key “hubs” of conversation- Define and Social Objects- Agree tone of voice amongst category of “influencers”- Weekly status updates traffic and key metrics- Continuous optimization of messaging and social objects

Publish and Adoption of API’s and SDK

Client: Independent Software Vendor

Brief: - Provide access and create awareness to locally relevant social media and mobile application developers to specific operator API’s for the creation of unique operator branded applications integrating open web API’s

Lead time: 2 weeks

Deliverables: -Number of Developers sign up- number of applications developed- number of calls to API

Activities: - Integrate Developer XDC database with client site- Select relevant developers from XDC database- Leverage XDC developers to source additional relevant developers- Targeted communication highlighting the client proposition to selected developers- Enlisting developers to adopt code accessing API’s

STEFANR@EXICON.MOBIAMANDA@EXICON.MOBI

HTTP://XDC.EXICON.MOBI