By : Afnan Asem

MOBILE OS

AGENDA

•2

• Competitive Landscape

• Operating Systems

• iPhone

• BlackBerry

• Windows Mobile

• Android

• Symbian

SMARTPHONE OS COMPETITIVE LANDSCAPEiPhone OS

(Apple) BlackBerry OS (RIM)Window Mobile

(Microsoft)Android

(Google)Symbian

(Nokia)

Platform • Closed • Closed • Open • Open • Open

Source Code • Closed • Closed • Closed • Open • Open (in future)

Q2 WW Market Share (Gartner)

• 2.8% (1) • 17.4% • 12.0% • n/a • 57.1%

Smartphone traffic share (AdMob)

• WW: 4%• US: 16%

• WW: 11%• US: 31%

• WW: 13%• US: 29%

• n/a • WW: 64%• US: 2%

Pros • Early momentum• Data hungry early

adopters• Powerful

distribution channel

• Strong reach (particularly in US)

• Manufacturer / carrier agnostic

• Manufacturer / carrier agnostic• Open source

innovation

• Massive global reach• Open source

innovation

Issues • Apple dependant • BB dependent • Distribution

• Distribution • Late to market• Uncertain

consumer demand

• Limited reach in US• Distribution

Application ecosystem

• >3K apps (~20% free)• More than 1M

installs in only a few months

• Fewer free apps• BB Application

Center being developed for Storm

• >18K apps• Skymarket to

launch in 2009

• Android Market announced• $3.8MM awarded

in Developer Challenge

• >10K apps• Claims >90MM

installs over last 2 years

•3

Notes: 1. Artificially low given the wait for the 3G iPhone (5.3% market share in Q1)

WORLDWIDE SMARTPHONE LANDSCAPE SOURCE: ADMOB TRAFFIC

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5

WORLDWIDE SMARTPHONE TRAFFIC TRENDSSOURCE: ADMOB TRAFFIC, SEPT. ‘08

0%

20%

40%

60%

80%

مايو-08 يونيو-08 يوليو-08 أغسطس-08 سبتمبر-08

Symbian Windows Mobile RIM Palm iPhone

WW Smartphone OS Share

WW Smartphone Share of Total Mobile Traffic

15%

20%

25%

30%

مايو-08 يونيو-08 يوليو-08 أغسطس-08 سبتمبر-08

US SMARTPHONE LANDSCAPE SOURCE: ADMOB TRAFFIC

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7

US SMARTPHONE TRAFFIC TRENDSSOURCE: ADMOB TRAFFIC, SEPT. ‘08

0%

10%

20%

30%

40%

مايو-08 يونيو-08 يوليو-08 أغسطس-08 سبتمبر-08

RIM Windows Mobile Palm iPhone Symbian

US Smartphone OS Share

US Smartphone Share of Total Mobile Traffic

15%

20%

25%

30%

مايو-08 يونيو-08 يوليو-08 أغسطس-08 سبتمبر-08

IPHONE OS (APPLE)

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• Pros:• Strong user growth and data-hungry user base

• More than 10 million iPhones sold• 3.8% of worldwide smartphone web/data traffic and 7.8% in US (1)

• Application store creating a vibrant app ecosystem with great momentum• More than 3K applications (~20% free)• More than 1 million downloads

• Powerful technology enablers (e.g., multi-touch, GPS, accelerometer)• Issues:

• App approval process is largely a black-box to developers• Apps viewed as competitive to Apple are often shut down• Downloads highly dependent on “featured” or “top download” promotion in

store• App store is the only authorized distribution channel• Apple / hardware dependent

• Recent news / developments:• NDA requirement: Apple finally removed the onerous NDA requirement• Flash: signs pointing towards development of iPhone flash player

• Development resources:• http://developer.apple.com/iphone/index.action• http://iphoneincubator.com/blog/

Notes:1. Source: AdMob internal metrics

BLACKBERRY OS (RIM)

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• Pros:• Large reach and data-hungry user base

• Leads US market with 31% of smartphone traffic (1)

• #2 in worldwide market with 11% of smartphone traffic (1)

• Developers not limited to single distribution channel• Issues:

• Developer momentum appears to be shifting to iPhone• Less reach outside of North America• Application distribution more difficult today vs. iPhone’s app store • Users more email focused vs. web consuming iPhone users• RIM / hardware dependent

• Recent news / developments:• BlackBerry Application Center scheduled to debut w/ BlackBerry Storm OS v4.7• Speculation that Storm (i.e., touchscreen iPhone competitor) will be available in

November• Developer resources:

• http://na.blackberry.com/eng/developers/• http://www.blackberrydeveloperconference.com/ (Oct. 20-22, Santa Clara)• http://crackberry.com/

Notes:1. Source: AdMob internal metrics

WINDOWS MOBILE

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• Pros• Strong user reach

• #2 in US market with 30% of smartphone traffic (1)

• #2 in worldwide market with 13% of smartphone traffic (1)

• Manufacturer agnostic• >18K apps

• Issues• Current version in market (Windows Mobile 6) lacks support for some popular

technology enablers (e.g., multi-touch, GPS, accelerometer)• Next-gen version will be late to market• Less developer enthusiasm vs. that for iPhone and Android• Application distribution more difficult today vs. iPhone’s app store

• Recent news / developments:• Microsoft to launch “Skymarket” applications marketplace for Windows Mobile 7

(planned for launch in 2H ’09)• Speculation that Windows Mobile 7 will support revamped UI and multi-touch

• Developer resources:• http://www.microsoft.com/windowsmobile/en-us/business/developers.mspx

Notes:1. Source: AdMob internal metrics

ANDROID (GOOGLE)

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• Pros:• Open source => could help accelerate pace of innovation• Manufacturer-independent => could help accelerate consumer adoption• Technology support (e.g., touchscreen, GPS, accelerometer, video and still

cameras)

• Issues:• Late to market relative to iPhone• At least initially, demand is expected to trail iPhone demand

• Recent news / developments:• 1st Android phone (T-Mobile G1) to go on sale on Oct. 22• Sept. ’08: Officially released v1.0 of SDK in Sept• Aug ’08: Awarded $3.75MM to 20 developers in the Android Developer

Challenge

• Developer resources:• http://android-developers.blogspot.com/• http://code.google.com/android/documentation.html

SYMBIAN (NOKIA)

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• Pros• Massive global reach

• Leads WW market with 62% of smartphone traffic (1)

• 57% market share of smartphones sold in Q2 ‘08• Like Android, being open source could help accelerate pace of innovation

• Issues• Limited reach in the US• Application distribution more difficult today vs. iPhone’s app store

• Recent news / developments:• June ’08: Nokia announced plans to acquire full ownership of Symbian and start the

Symbian Foundation, which will be an independent force for the future development of Symbian OS. They stated that Symbian OS (including the platforms S60, UIQ and MOAP(S)) will become open source in the first half of 2009

• Developer resources:• http://www.forum.nokia.com/main/resources/technologies/symbian/

Notes:1. Source: AdMob internal metrics

READING LIST

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• Metrics

• AdMob metrics (http://www.admob.com/s/solutions/metrics)

• Opera State of the Mobile Web Report (http://www.opera.com/mobile_report/)

• Mobile OS introductions / summaries

• http://en.wikipedia.org/wiki/Symbian_OS

• http://en.wikipedia.org/wiki/IPhone_OS

• http://en.wikipedia.org/wiki/Windows_Mobile

• http://en.wikipedia.org/wiki/Google_Android

• http://en.wikipedia.org/wiki/BlackBerry_OS

• Comparison / analysis

• http://www.brighthand.com/default.asp?newsID=14142

• http://www.osnews.com/story/20329/SDK_Shoot-Out_Android_vs_iPhone

• http://weblog.infoworld.com/fatalexception/archives/2008/09/sdk_shootout_an.html

• http://www.alleyinsider.com/2008/10/iphone-app-store-s-brutal-reality-get-viral-or-don-t-quit-your-day-job

MOBILE GAME

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• A mobile game is a video game played on a mobile phone, smartphone, PDA, tablet computer, portable media player or calculator. This does not include games played on dedicated handheld video game systems such as Nintendo 3DS or PlayStation Vita.

• are developed using platforms and technologies such as Windows Mobile, Palm OS, Symbian, Adobe Flash Lite, NTT DoCoMo's DoJa, Sun's Java ME, Qualcomm's BREW, WIPI,Apple iOS, Windows Phone 7 or Google Android.

• Java is the most common platform for mobile games, however its performance limits lead to the adoption of various native binary formats for more sophisticated games.

COMMON LIMITS OF MOBILE GAMES

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• Mobile games tend to be small in scope and often rely on good gameplay rather than graphics, due to the lack of processing power of the client devices. One major problem for developers and publishers of mobile games is describing a game in such detail that it gives the customer enough information to make a purchasing decision. Most of the mobile games are built around a particular theme or have a specific story line. Currently, Mobile Games are mainly sold through Network Carriers / Operators portals and this means there are only a few lines of text and perhaps a screen shot of the game to excite the customer. Two strategies are followed by developers and publishers to combat this lack of purchasing information, firstly there is a reliance on powerful brands and licenses that impart a suggestion of quality to the game such as Tomb Raider or Colin McRae and secondly there is the use of well known and established play patterns (game play mechanics that are instantly recognisable) such as Tetris, Space Invaders or Poker. Both these strategies are used to decrease the perceived level of risk that the customer feels when choosing a game to download from the carrier’s deck.

• Recent innovations in mobile games include Singleplayer, Multiplayer and 3D graphics. Virtual love games belong to both singleplayer and multiplayer games. Multiplayer games are quickly finding an audience, as developers take advantage of the ability to play against others, a natural extension of the mobile phone’s connectivity. With the recent internet gambling boom various companies are taking advantage of the mobile gaming market to attract customers, Ongame the founders of PokerRoom developed in 2005 a working mobile version of its poker software available in both play money and real money. The player can play the game in a singleplayer or multiplayer mode for real or play money. As well, the MMORPG boom significantly impacted mobile gaming.CipSoft developed the first MMORPG for mobile phones, called TibiaME.

• Often trivia or quiz games will run out of questions on mobile devices. Some publishers like MobileQs will offer expansion packs to the original game to get around this problem.

LOCATION-BASED GAMES

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• Games played on a mobile device using localization technology like GPS are called location-based games. These are not only played on mobile hardware but also integrate the player's position into the game concept. In other words: while it does not matter for a normal mobile game where exactly you are (play them anywhere at anytime), the player's coordinate and movement are main elements in a location-based game. The best-known example is the treasure hunt game Geocaching, which can be played on any mobile device with integrated or external GPS receiver. External GPS receivers are usually connected via Bluetooth. More and more mobile phones with integrated GPS are expected to come.

• Besides Geocaching, there exist several other location-based games which are rather in the stage of research prototypes than a commercial success.

MULTIPLAYER MOBILE GAMES

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• A multiplayer mobile game is often a re-branding of a multiplayer game for the PC or console. Most mobile games are single player mobile games perhaps with artificially intelligent opponents. Multiplayer functionality is achieved through Infrared, Bluetooth, GPRS, 3G, Wi-Fi, AI, MMS, or Wireless LAN connection.

• Some "community" based games exist in which players use their cellphones to access a community website where they can play browser-based games with other players. Such games typically have limited graphical content so that they can run on a cellphone, and the games focus on the interaction between a large number of participants.

MULTIPLAYER MOBILE GAMES

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• Infrared

• Older mobile phones supporting mobile gaming have infrared connectivity for data sharing with other phones or PCs.

• Bluetooth

• Some mobile games are connected through Bluetooth using special hardware. The games are designed to communicate with each other through this protocol to share game information. The basic restriction is that both the users have to be within a limited distance to get connected. A bluetooth device can accept up to 7 connections from other devices using a client/server architecture.

• WAP, GPRS, UMTS, HSDPA

• A GPRS connection which is common among GSM mobile phones can be used to share data globally. Developers can connect mass numbers of mobile games with one server and share data among the players. Some developers have created cross platform games, allowing a mobile gamer to play against a PC gamer. WAP and GPRS best supports turn based games and small RPG games. (Most counties have a weak GPRS speed in their carriers. In these types of games, the phone communicates with a global server which acts as a router between the mobile phones. Faster connections like UMTS and HSDPA allow real time multiplayer gaming. More multiplayer mobile continue games entering the market with an increasing connectivity.

• 3G and Wi-Fi

• 3G allows in most cases realtime multiplayer gaming and is based on technologies faster than GPRS. Wi-Fi is often used for connecting at home. Not every mobile device allows games to use the Wi-Fi connection.

REFERENCES :

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• http://en.wikipedia.org/wiki/Mobile_game

• http://en.wikipedia.org/w/index.php?title=File:Vg_icon.svg&page=1

• http://www.google.com.eg/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&ved=0CD4QFjAD&url=http%3A%2F%2Fwww.shastaventures.com%2Ffiles%2FResource%2F188%2Fresource_file%2FOverview%2520of%2520Mobile%2520OS%2520ecosystem%252010%252023%252008.ppt&ei=SFJ8UKWoHpHJsga-6oC4CA&usg=AFQjCNG65q5_Fg6gq7z4kQngfdU6Ut5rZQ&sig2=pdfzKqOIzpxh3ERYn32Btg