This document discusses building a global network of qualified mobile developers. It proposes creating an independent network to connect developers, startups, investors, and OEMs. The network would provide APIs, tools, and a quality app store to help developers. It estimates there are over 18 million software developers worldwide, with mobile becoming increasingly important. The document outlines strategies for engaging developers, including community building, events, and targeted outreach.

1. Independent global network of qualified
multi-platform mobile developers
March 2010

2. EXICON SPHERES
Developers
SP, NEP, ISV Angel Investors
and OEM Start Ups

3. DEVELOPERS ARE ESSENTIAL INGREDIENTS
(TO AVOID BEING DISENFRANCHISED)
Define
BUILD A Provide
&
DEVELOPER a quality
Publish
COMMUNITY App Store
API’s

4. Estimated # of Software Developers Worldwide
Shift in the Developer Paradigm
15%
EMBEDDED MOBILE
18.5M
INTERNET ENTERPRISE
Techies becoming business savvy
with ROI and commercials
driving operational decisions
Operating Systems
Mobile Developers Are Highly Sought After
Mobile
Service
Operators
Providers
MOBILE
DEVELOPERS
Handset
Manufacturers
Estimates based on:
http://www.reuters.com/article/idUS79726+24-Jun-2008+BW20080624
http://stackoverflow.com/questions/453880/how-many-developers-are-there-in-the-world
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

5. DEVELOPER HOT BUTTONS
Financials Distribution
Tools & API’s Marketing
Terms & Conditions Sales Channels

6. EXICON DEVELOPERS CONNECT
Voice / Face recognition Games
7 Mobile Youth
>2,000
Parking spacesMotion detection Video Chat Situational
finder games Multiplayer games streaming
Live video
Video on demand Mobile Virtual Worlds TV voicemail
E-Coupon Home monitoring
Dining directory Video
Design own interface
HD TV Video phone
Bus Locator Customer Focus Groups
E-Books Augmented Reality
Location based SNS Shaking alarm clock Live chat room
Restaurant Waiting E-ID Card
Video conferencing Scan and track taxi
List Tracking of
Navigation Dictionary people
9
Qualified Mobile Developers
Semi annual
6,000 surveys
Cities around
The world
27
Developer Database

7. DEVELOPER COMPANY CATEGORIES APPLICATION PLATFORMS AND CATEGORIES
# Companies # Applications
1000 Others
1250
Mobile App Utilities
Developers LBS
1000 Social Media
750
Mobile Productivity
Software 750 Entertainment
Developers
Game
500
Developers 500
Mobile
Technology Mobile
Providers Agencies
250
250 Mobile
Publishers
0
0
Category
Platform OS / Runtime
C-Level Contacts from around the world
19%
29% 26%
Names, Positions, Mobile Phone 16%
Numbers and Primary Email Addresses
1%
1%
8%

8. 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

9. HIGH-LEVEL PHASED APPROACH TO BUILDING A DEVELOPER
PROGRAM: DEVELOPER+
Implementation
Application store
a) Buy/License, Acquire
b) Build
9 – 12 months
Appstore Business Models, Go-To- APIs
Interviews High-level Market & Action Plans
Kick Off Research Review and Strategy, Build Process
Objectives Realign Differentiation
Benchmarking API Business Models, Go-To-Market &
Targets
Assessment
for Strategy Positioning
Action Plans Build Tools
Checkpoints Phase Service
Stakeholders Baseline description Document
Development Integration Developer Community Business
Models, Go-To-Market & Action Plans
Roadmap
1 week 1 week 6 weeks 8 weeks 2 – 6 months
Developer Community
Set Infrastructure & team
Social Media Programme& Community Development
6-9 months

10. ONLINE DEVELOPER OUTREACH
Listen Plan Join In Engage Orchestrate
Lay Build Start the Attract Grow the Direct Drive
Foundation Online Hubs Conversation Users Conversation Conversation Business
Objectives
Targets
C
Conversation
PR
KOL’s Objectives
C Retention
Conversation
Targets
Audience
Objectives
Business
Foundation Management
Channels Hubs Targets
C
Conversation
Messages Other Developer
Groups
engagement and
upsell
C
Conversation Product & Support
Services

11. TARGETED RELATIONSHIP DRIVEN DEVELOPER ENGAGEMENT EVENT: DEAL+
Agree and Refine Corporate Objective
Set the date for Deal-Summit
Tailor Topics around Specific Identify Participating Develop Format and
Interests Constituents Schedule
To facilitate
Define and Agree Key Value and Selling
Sub Topics
Propositions
One-on-One Meetings
Secure Speakers/ Industry Secure Senior Level Attendance Networking Opportunities
Influencers Deal Making Environment
Target Companies and Individuals Insights with Case Studies
Connecting with
Relationships and Industry Established
contacts Groups Associations
Personal Referrals Recommendations
Invitations
Extremely efficient Steep Learning Curve Strong Engagement Open Forum Behind Constructive
Use of Time in All Conversations Closed Doors Relationships

12. DEVELOPER DAYS: CAMP+
Week 0-2 Timing & Format Dependent, from 2 months up TBC
CONFERENCE MANAGEMENT
On site Management, Supplier Management
WORKSHOP
PREPARATION MARKETING PLAN & IMPLEMENTATION ONGOING VAS
Objectives, Audiences, Messaging, Briefings, Action Plan, Evaluation PROGRAMME
2 day Conference Organization
workshop Venue Confirmation
Negotiation Support
Supplier Selection, Agenda CONF. &Advisory
Management, Invite
Management, Workshop. Ongoing Comms
Strategy
Costing, Timing,
Pre-Qualification DATABASE Website build to handle registration, payment if Outsourced VAS
Availability appropriate, meeting set up, video storage, Database Management
Heavy EXICON Team
Light EXICON Team
Conference Conference Planning On-going VAS
Planning Marketing Plan Database
Management and Implementation Management
• Project Owner • Project Owner • Project Owner • Project Owner
EXICON • Project Owner
• Consultant • Consultant • Marketing • Event Coordinator TBC
Resources • Developers
• Event Coordinator • Event Coordinator Specialist • TBC

13. XDC’S REFERRAL PROGRAM
Reach Out and/or Developer
Preparation
Banner Promotion Registrations
• Value Proposition • Invitations
• Communication Plan • Targeted promotions
• Agree to and create • Email campaigns
templates, banners etc. • Conversion Application
• Timing • Social Media+ (EXICON) Submissions
• Action Plan • Seminars & Workshops
• Level of involvement (XDC Deal+ Approach)
agreed • Developer registration
• Application submission
• Measure & feedback
• Fine tune program
1-2 weeks 3-12 months

14. PROVEN TRACK RECORD

15. JUST SOME OF OUR CASE STUDIES
Global Developer Road Show Annual Developer Event
Client: Major Telecommunication Group
Client: Global Handset Manufacturer
Brief: - Bring innovation in mobile services to the operating
Brief: - Orchestrate global developer road show companies in the group
- Secure high quality friendly developer - Develop core innovation themes to align with
participation Group strategy and direction
- Facilitate and arrange constructive dialogue and - Architect an annual Developer Partner event in line
engagement between developers and company with core themes
Lead Time: 1 Month
Lead Time: 2 Months
Deliverables: - Source 500+ quality developers
Deliverables: - Ensure 60-80 participants engage in the event
- In 22 cities across 4 continents
- Source 30 – 40 targeted established developers to
- Over 4 months
participate
-Secure senior level participation from the operating
Activities: - Managed event processes, including:
companies
- Agenda Outline
- Engage and enlist major industry associations and
- Developer Identification
relevant industry thought leaders
- Selection
- Invitations
- Communications (developers and Activities: - Select and invite the participants and attendees
market units) - Architect the agenda to match the venue of the
- Facilitated 1:1 focused and targeted client event
developer engagements Processed evaluations and - Manage quality “deal focused” meeting between
feedback the operating company and developer
- Coordinated follow up

16. SOME ADDITIONAL CASE STUDIES
Mobile Lifestyle Brand Research and Mobile Developer Interviews
Outreach Client: Premier Consumer Electronics Manufacturer
Client: Global Handset Manufacturer Brief: - Assess market applications, categories and
trends
Brief: - Identify locally relevant top category content and - Validate developer platform preferences and
lifestyle brands developer tools
- Validate path to mobilization and application - Importance of mobile operator relations
development for these brands - Confirm “time to money” for developers
- Support development of quality applications
- Win mindshare with consumers and establish Lead time: 1 months
awareness for break through applications
Deliverables: - Report with detailed developer insights and “hot
Lead time: 2 months buttons”
- Application category preferences in selected key
Deliverables: - 5 locally relevant brands in each of the 12 industry markets
segments - Developer preferences regarding tools,
- Across 11 countries in emerging markets environments, marketing and distribution
- Aligned with major corporate customer segments
Activities: - Both face-to-face and telephone interviews the
Activities: - Develop criteria for "natural" brands, applications and 1 hour interview topics included
content - Enlisted the global XDC network of trusted
- Drive trust, quality perception, and consumer developer Key Opinion Leader’s (“KOL”)
recognition -Interviewed 34 of the worlds leading and mobile
-Applied local criteria to arrive at refined target application developers
partner shortlist - Organized local mobile youth focus group
- Developed proposition, presentation and approach to sessions in selected markets
drive the introductory meetings
- Enlisted XDC network of Feature Foreagers (“FF”) for
local assessment

17. AND A FEW MORE CASE STUDIES
Mobile Developer Outreach Publish and Adoption of API’s and SDK
Client: Global Handset Manufacturer Client: Independent Software Vendor
Brief: - Create awareness and buzz amongst developer Brief: - Provide access and create awareness to locally
community relevant social media and mobile application
- highlight nuggets in the developer propositiion developers to specific operator API’s for the
- 6 month campaign driving traffic to Developer creation of unique operator branded applications
website, registrations, sign ups and submissions integrating open web API’s
Duration: 6 months Lead time: 2 weeks
Deliverables: - Page views to developer website Deliverables: -Number of Developers sign up
- Number of Developer sign ups and registrations - number of applications developed
- Number of applications submitted to registration site - number of calls to API
Activities: - Listen to developer communities and their Activities: - Integrate Developer XDC database with client
conversations as it relates to client site
- Establish key “hubs” of conversation - Select relevant developers from XDC database
- Define and Social Objects - Leverage XDC developers to source additional
- Agree tone of voice amongst category of relevant developers
“influencers” - Targeted communication highlighting the client
- Weekly status updates traffic and key metrics proposition to selected developers
- Continuous optimization of messaging and social - Enlisting developers to adopt code accessing
objects API’s

18. STEFANR@EXICON.MOBI
AMANDA@EXICON.MOBI
HTTP://XDC.EXICON.MOBI