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)?