Scott Apeland of Intel provided us with this keynote early in Day One of Evans Data Corporation's Developer Relations Conference 2012

1. Re-inventing Your Developer Program
By Scott Apeland (AppLand)
Director, Intel Developer Program
Evans Developer Conference
March 12, 2012
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2. Legal Notices
• INFORMATION IN THIS DOCUMENT IS PROVIDED IN CONNECTION WITH INTEL® PRODUCTS. EXCEPT AS PROVIDED IN INTEL’S TERMS AND CONDITIONS OF
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INFRINGEMENT OF ANY PATENT, COPYRIGHT, OR OTHER INTELLECTUAL PROPERTY RIGHT. Intel products are not intended for use in medical, life-saving, life
sustaining, critical control or safety systems, or in nuclear facility applications.
• Intel products may contain design defects or errors known as errata which may cause the product to deviate from published specifications. Current
characterized errata are available on request.
• Intel may make changes to dates, specifications, product descriptions, and plans referenced in this document at any time, without notice.
• This document may contain information on products in the design phase of development. The information here is subject to change without notice. Do
not finalize a design with this information.
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definition and shall have no responsibility whatsoever for conflicts or incompatibilities arising from future changes to them.
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or otherwise, to any such patents, trademarks, copyrights, or other intellectual property rights.
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• Performance tests and ratings are measured using specific computer systems and/or components and reflect the approximate performance of Intel
products as measured by those tests. Any difference in system hardware or software design or configuration may affect actual performance. Buyers should
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Copyright © 2011 Intel Corporation. All rights reserved.
• Other Names and Brands maybe claimed as the property of others.
• All dates, plans and features are preliminary and subject to change without notice.
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3. The software landscape has changed
dramatically in the last few years
Bringing with it a new set of challenges for developers
and thus developer programs
Intel Developer program intel.com/software
Chart from http://bits.blogs.nytimes.com/2011/02/28/mobile-app-revenue-to-reach-38-billion-by-2015-report-predicts/ 3

4. Fragmentation, discoverability, monetization, and
user experience are all major problems.
Source: Baird survey
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5. By addressing these issues you can grow
developer affinity to your platform
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6. HTML5 helps solve the fragmentation
problem.
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7. There are too many devices needing apps
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8. Fragmentation across OS’s, form factors,
and stores is a big problem for developers.
> 125 App stores
Source: Baird survey
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9. The HTML5 open web standard eases cross
platform development and fragmentation.
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10. Developer Programs must address
fragmentation by driving cross platform
standards, tools and services
Source: VisionMobile Cross Platform Tools 20012
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11. Developers need helping monetizing their
creations
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12. Selling apps and advertising are yesterday’s
business model.
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13. In-app payments and the “freemium” model
are today’s app business model.
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14. With business models evolving rapidly,
developers need our help
Guidance on what’s working
Listening to new requirements
Store Product Management
Developer
Program
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15. Developers need help boosting their
marketing acumen.
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16. App store success has led to a major
discoverability problem for developers.
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17. Even developers appreciate this kind of
marketing
Published by WIP
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18. User Experience trumps developer
experience
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19. COMPUTING
is about
EXPERIENCES
And Experiences are all about Software
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20. Are your developers getting feedback and
guidance on how to design better user
experiences?
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21. With fragmentation, monetization,
discoverability and user experience all
major developer challenges…..
what is Intel doing about it?
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22. Transforming the PC with new Ultrabook
experiences
Intel’s developer program brings consumer research
directly to developers
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23. AppUp CenterSM Designed for Ultrabooks™
With Curation and Discoverability
Relevant, easy to Scalable UI designed
find, and trustworthy for Ultrabook™
source of apps
Improved search and
Digital Content
new navigation to
pipeline targeting
showcase Ultrabook™
Ultrabook™
specific content
Appup.com
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24. Driving HTML5 and cross platform support
through tools and training and services
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25. With new opportunities to monetize
through Developer Services
http://appdeveloper.intel.com/en-us/article/developer-services
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26. Intel developer program
Your apps. More devices. More stores.
Easy Streamlined App
Cross platform
development validation & discoverability
opportunities,
simple tools deployment &
large TAM
monetization
appdeveloper.intel.com

27. And we’re just at the beginning of this sea
change for software. Stay nimble and be
ready for more challenges and change.
Thank You
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