Bug Labs introduces Gadget Development Program to help companies and individuals with wireless hardware development.

1. Wireless
Innova-on
Pla/orm
Bug
Labs’
Blueprint
for
2010
1
Thursday, February 11, 2010

2. What if...
...wireless hardware
development were as easy
as application development?
Thursday, February 11, 2010

3. What if...
...you could extend what Apple® has
done for application development...
© 2010 Apple Inc.
Thursday, February 11, 2010

4. Opportunity
...and apply it to hardware?
Gadget Developer Program
The
fastest
path
from
prototype
to
market.
1. Prototype 2. Produce 3. Distribute
Develop your device using the Quickly move to pilot and full Distribute your new gadget
pre-certified prototyping toolset production using integrated using retail and online stores
and the wealth of technical Gadget Development and and quickly reach your
resources in the Gadget Deployment Platform. audience quickly and
Development Center economically.
Thursday, February 11, 2010

5. Revolution
You’d unlock an explosion of
innovation in hardware.
Thursday, February 11, 2010

6. Long Tail of Electronics
Today's Approach – a few devices for the millions
- Cellphones
- GPS
- Digital Video
- Smartphones
New Markets – millions of devices for the few
- Vertical markets
- Personalized, networked devices
$171B $171B +
Thursday, February 11, 2010

7. Long Tail of Electronics
Telemedicine
Disease Management
Drug compliance
Wellness/Prevention
Energy
Security
Media
Telemetry
Energy
Media Utilities
Retail/CPG
Logistics
Industrial
Health
Care Home Auto M2M
CRM
ERP Hundreds more...
SCM
Thursday, February 11, 2010

8. Wireless Innovation Platform
• Pre-certified BUG product development system
• Network/Cloud services
– Bundled air-time, off-the-shelf wholesale packages
– API access programs + BUG web apps
– Security - authentication, encryption services
• Support Services
– Billing, reporting, call center
• Distribution
– Retail, online
– Direct, channel
8
Confidential
Thursday, February 11, 2010

9. How It Works
Three Phases
1. Prototype 2. Produce 3. Distribute
Thursday, February 11, 2010

10. Prototype
• Prototype new device with BUG hardware
• Develop apps with integrated BUG SDK
• Take advantage of BUG cloud services/apps
• Use certified access to wireless network
– Seamless connection - turn it on and youʼre on
– Incorporate exclusive network APIs into app
• Rapidly iterate, get feedback, iterate again
• When itʼs right, proceed to step 2...
Thursday, February 11, 2010

11. Produce
1M+
e ts
ark
Quantity
100k ssm
ma
to
th
pa
on
1000s fri cti
w-
Lo ODM
100s Bug Labs
Degree of Integration
BUG Semi-custom 3rd Party
BUG Prototype BUG Full Custom
Limited Deployment Full Custom
Quantity Quantity Quantity Quantity
1 - 50 100+ 1k - 10k >100k
Est. Cost Est. Cost* Est. Cost* Est. Cost*
>$500/unit <$500/unit < $300/unit <$100/unit
* Per unit cost, not including Non-Recurring Expenses (NRE)
Thursday, February 11, 2010

12. Distribute
• Distribute online via BUG Gadget Store
• Distribute via Bug Labs Partnersʼ
– Retail outlets
– Online stores
• Take advantage of Bug Labs Partnersʼ
– Support services
• Billing and reporting
• Call center
• Security - authentication, encryption
Thursday, February 11, 2010

13. Benefits
• Fastest, most economical way to develop
and bring to market new wireless devices
• Open source IP decreases transaction costs
• Certified hardware and pre-negotiated air
time plans removes administrative hurdles
• Enables the Long Tail of Electronics!
13
Confidential
Thursday, February 11, 2010

14. Thank You!
14
Confidential
Thursday, February 11, 2010