MobileMonday #3 (1.12.2008) presentation by Sebastian Wohlrapp with Optaros on iPhone development and how open source and assembly can help generating a multi channel user experience.

1. iPhone Applications and
Assembled Open Source
Mobile Monday
Bern, 01.12.2008
Sebastian Wohlrapp
17/04/2008 © Optaros 2008. Some rights reserved. 1

2. Agenda
What makes the iPhone special?
Other quot;specialquot; environments
Building multi environment solutions
© Optaros 2008. All rights reserved. 2

3. The iPhone Experience is a new benchmark...
Design Usability
Versatility
Penetration Eco System
© Optaros 2008. All rights reserved. 3

4. The iPhone Experience is a new benchmark...
Design Usability
Versatility
Penetration Eco System
iPhone
= useful + useable + engaging
© Optaros 2008. All rights reserved. 3

5. Design
© Optaros 2008. All rights reserved. 4

6. Versatility
➔ iPod + Accelerometer + GPS + Wifi + 3G + Touch wide screen
© Optaros 2008. All rights reserved. 5

7. Usability
➔ Multi Touch & Gestures
➔ Accelerometer + GPS
➔ Use case driven design
➔ Keep it simple
© Optaros 2008. All rights reserved. 6

8. The iPhone sets the pace for mobile device
internet usage
Internet ease of use Forecast: Western European Mobile Internet usage through mobile
Internet Users 2007 - 2013 (Forrester) devices (mmetrix, 2008)
100%
90%
80%
70%
High 60%
50%
40%
30%
20%
10%
0%
2007 2008 2009 2010 2011 2012 2013 All mobile Smartphone iPhone
phone users users Users
Low
Low High Mobility/
Portability/
Connectivity
© Optaros 2008. All rights reserved.

9. It‘s the single most uniform multi purpose
mobile device on earth (and in Switzerland)
Worldwide sales figures until end of 2008 * Sales figures until end of 2008
iPhones 16‘794‘700
10'000'000 iPod Touch* 19‘703‘800
Total 36‘498‘500
8'000'000
6'000'000
iPhones* 180'000
iPod Touch* 211'200
4'000'000
Total* 391'200
2'000'000
0
Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008
* Estimated, because Apple doesn‘t provide country and product
specific (i.e. only sales numbers for iPod are communicated) sales figures
Source: Apple Financial Results, Optaros research and estimates
© Optaros 2008. All rights reserved. 8

10. It‘s more than a device, it‘s an eco system
© Optaros 2008. All rights reserved. 9

11. The iPhone is already a legend today... but it is
a compromise like so many other things too?
Design over functionality?
Design Too proprietary?
Too restrictive?
There are better devices for (almost)
Versatility everything it does
One or many devices?
Battery life, battery replacement
Usability No tactile feel, no keyboard
Learning transfer and learning curve
Does it go to the masses?
Penetration Is the price too high?
Closed tools
Eco System Too restrictive?
Too much control?
© Optaros 2008. All rights reserved. 10

12. The iPhone from the Consumers/Customers
perspective
➔ It‘s yet another gadget
➔ It‘s a productivity device
➔ It‘s real added value
© Optaros 2008. All rights reserved.

13. The iPhone from the Supplier/Providers
perspective
➔ Marketing instrument
➔ Access to consumer/customer
➔ Process efficiency, relationship management
© Optaros 2008. All rights reserved. 12

14. The iPhone from the Enterprise‘s and
Employer‘s perspective
➔ Give employees mobile access to enterprise applications
Leverage the devices capabilities (always on, always with
➔ employee) to improve and optimize business processes
➔ Collect data at the point of contact and action
- Don‘t underestimate integration, device support and
management challenges
© Optaros 2008. All rights reserved. 13

15. Summary: The iPhone is special ... but ...
The iPhone is special because of its great design and
usability, its rapid market penetration, its versatility, it‘s
extendability and its ecosystem
The iPhone offers great opportunities for mobile business
and mobile process integration
The current iPhone is just the start, future models will fix
weaknesses and issues, they‘ll offer more of everything
The „closed“ and highly standardized nature of the phone
ensures uniformity and easy of use, but also opens the door
for competitors to come with much more open models (and
it‘s happening already)
The iPhone has lifted the bar for everybody else,
and that‘s good
© Optaros 2008. All rights reserved.

16. What makes a good (iPhone) Application
According to Apple, to be successful in the
AppStore, an iPhone application should be...
Delightful Integrated
Innovative Optimized
Designed Connected
Localized
© Optaros 2008. All rights reserved. 15

17. Other relevant environments with soon to be
similar maturity and relevance
...
➔ Increase screen size, resolution and colors
➔ Introduce touch and gestures support
➔ Introduce Marketplace and SDK
➔ Connectivity, standards support and battery life
time have been better for quite some time
© Optaros 2008. All rights reserved. 16

18. Our Assembly Approach
High BUILD ASSEMBLE Assemble solutions for:
differentiation
• Compelling customer
Custom Software experiences
software components • Business agility
• Low cost of ownership
Low BUY
differentiation
RENT
Installable Software
software as a Service
High Low
cost of ownership cost of ownership
© Optaros 2008. All rights reserved. 17

19. Multi platform: Focus on User Centered Design
and a convergent Architecture
User
User Centered
Design
leveraging device
specific
capabilities
Specific Support Standard Support
Service
Exposure Business Rules
for generic
integration
Integration
...
© Optaros 2008. All rights reserved. 18

20. Multi platform: Focus on User Centered Design
and a convergent Architecture not
Does
care about
technology
Will
User
continuously
evolve
User Centered
Design
leveraging device
specific
capabilities
Open APIs
Might will help foster
require adoption
proprietary
runtime
Specific Support Standard Support
Service
Exposure Business Rules
for generic Depends on Follows
integration different type
type of of life cycle
business Integration
...
© Optaros 2008. All rights reserved. 18

21. Thank you...
Boston Optaros (Switzerland) SA
Rotbuchstrasse 46
San Francisco
CH - 8037 Zurich
New York
Chicago
Austin
London
Munich
Geneva
Zurich Sebastian Wohlrapp
Bucharest swohlrapp@optaros.com
© Optaros 2008. All rights reserved. 19

22. About Optaros
We have a proven record
We help our clients seize new 100% reference-able
online opportunities 98% on-time/on-budget
Transferred PGATour from CBS in 14 weeks
Payback – 10 months on ad sales We‘re growing
$0  $26 million since 2005
Largest Alfresco Installation World wide Over 100 clients
Global collaboration migrated from Notes Over 200 employees
10 Offices in US and EU
Replaced ASP, capture all lead revenue
Payback – 8 months
100% productivity increase We have a rich history
Payback – 6 months Help clients leverage technology
disruption: client-server, web
Swisscom Labs for Open Innovation
browser - now assembled web
Launched in just 8 weeks
How we work with our clients
Work jointly and transparently with client teams
Turn ideas into implementable blueprints We’re well capitalized
$32 million investment
Commit contractually to deliver on time, on budget
Design Web 2.0 user experiences
Iteratively assemble open source software
Support the solution
© Optaros 2008. All rights reserved. 20

23. Optaros: What we do
Business Solution Areas
Digital Direct Next Enterprise
E-Commerce
Media & Customer Generation 2.0 and
2.0 Publishing Engagement CRM ECM
Practices
Content Service Oriented User
Operations &
Management & Architectures Experience
Collaboration Design Support
Optaros Application Open Source & Open
User Centered Design
Assembly Methodology Standards
Global Sourcing
© Optaros 2008. All rights reserved. 21