How can a manager measure the ROI of his developer program based on 2 years of running Symbian Academy at Symbian Ltd

1. Calculating the ROI of
Symbian Academy
A Case Study on a University Developer Program
Bruce Carney
16-March-2009

2. Contents
Symbian => Symbian Foundation
Symbian Academy Overview
Data & Metrics
Balanced Scorecard Card
Global Academy Index
KPIs (External, Internal)
Our Learnings

3. Open, Proven, Royalty Free
A huge open Community contribution…
10 years of development
Mature
~2,000 components
~45,000250m+ commercially deployed devices
directories
by 14 of the world’s largest OEMs
Proven ~450,000250+ Carriers. Scalable, high margins
source files
~ 20 million lines of commercial code
The best of Symbian OS, S60, UIQ and
Unified MOAP in one un-fragmented platform
100 Devices currently in development
Driven by a community with real-world
Commercially Led
Commercially Led requirements and commercial backing
Existing support for 7 Application Processors and 5
Basebands
Conversations held in public
Transparent Any organisation can become a member
Millions of dollars of existing investment
Existing Symbian-powered devices are
available to among the most sophisticated and
Technical Excellence you from Day 1
robust available
Page: 3

4. Symbian => Symbian Foundation
Vision for the Platform
The most widely used software on the planet.
Mission for the Foundation
To build the most productive and valuable software community.
Device creators Service Creators Developers Users
Fast TTM Unified platform Huge opportunity Best devices
Breadth of features Range of rich dev Tools & support Best apps
Low cost & risk environments Great community Best services
Accelerate compelling user experiences

5. Contents
Symbian => Symbian Foundation
Symbian Academy Overview
Data & Metrics
Balanced Scorecard Card
Global Academy Index
KPIs (External, Internal)
Our Learnings

6. Program Contents (1/2)
Lecturer training Professional Symbian training provided – 5 days of courses paid
for
Preparing the course Courseware provided Symbian (100h of effort) – updated annually
materials
Literature All of the latest and new Symbian Press titles for each course
leader
Symbian Press booklets available for each student
Software IDE discounts and SDKs from UI vendors
Advertise the course Marketing collateral provided
Teach the class Slides relating back to lecturer notes
Code examples and solutions for practical exercises
Guest lecturers from Symbian available to present specific topics

7. Program Contents (2/2)
Get support Technical support provided
Stay updated Quarterly newsletter with the latest industry and community news
Interact with the Symbian Academy events
community
Industry recognised Accredited Symbian Developer certification program
qualifications
Internship and Symbian Academy jobs board with opportunities at Symbian and
graduate opportunities with our partners
Research Academic research projects supported
Possibilities of research collaboration with Symbian & our partners

8. Our team (people)
Virtual global team spanning Symbian sites
2007 2008
Europe, RoW and program 0.6 0.8
evangelist
Japan 0 0.25
India 0.1 0.5
China 0.3 0.3
N.America 0 0.25
Leveraging local networks, experience and knowledge

9. Contents
Symbian -> Symbian Foundation
Symbian Academy Overview
Data & Metrics
Balanced Scorecard Card
Global Academy Index
KPIs (External, Internal)
Our Learnings

10. Geo-marketing study (2007)

11. CEO: HOW DO YOU MEASURE
SUCCESS AND HOW SHOULD WE
ALLOCATE RESOURCES

12. Balanced Scorecard
Symbian Developer Strategy
Symbian the
Think Competitive Lower Device
MISSION Preferred
‘Developer’ OS Platform Creation Cost
PERSPECTIVE Partner
Symbian Academy – Customer Aims
CUSTOMER PERSPECTIVE Sympedia Starting Point Starting Point
Reduced Cost into Mobile
Best Support for Best Entry-point into Career
Creating Graduate Talent
Productive
Teaching and Research Mobile Development (Eco-system)
Device
in Mobile (University) Learn Symbian
(Students) Preferred
Development
Reliable Partner for
• Fast and low cost creation and • Best learning path into mobile Supportreliable supplyTeaching and
•A of high quality
maintenance of a top quality development graduate developersResearch
with
mobile computing course Collaborate Interact
• Excellent career opportunities Symbian OS skills
• A clear path into high quality
mobile research Attracting
• Responsive to questions and Integrated Skilled
evolving needs Frictionless Frictionless
Story Graduates into
Experience Experience
the Ecosystem
Program
Management ‘One Voice’
PROCESS Collaboration Quality
for Success Marketing
PERSPECTIVE Improvement
LEARNING &
Growing Productive DPM Culture
GROWTH
People Environment and Values
PERSPECTIVE

13. Global Academy Index (GAI)
Index to determine the impact that Symbian Academy
program has on ecosystem graduate recruitment
requirements.
The sum on the individual regional indices makes the GAI
Our currency (ROI)
Symbian Developer Population per Country Symbian Academy Students X Quality X Perception
x Required Students to meet Growth requirements
Total Symbian Developer Population
Country Index Renewal Ratio
GAI Contribution

14. Global Academy Index (GAI)
1H08 2H08
Renewal Index Renewal Index
US 0.20 0.42% 0.20 0.42%
UK 0.25 3.15% 0.25 3.15%
China 1.20 6.40% 1.20 6.40%
India 0.01 0.17% 0.17 5.57%
Nordics 0.07 1.42% 0.07 1.42%
Japan 0.00 0.00% 0.20 1.87%
Korea 0.00 0.00% 0.00 0.00%
Southern Europe 0.46 2.96% 0.54 3.47%
Eastern Europe 0.24 1.56% 0.28 1.76%
RoW 0.25 0.80% 0.30 0.96%
GAI = 16.88% 25.02%
Symbian Academy’s
Impact to supply of
graduates into
ecosystem

15. OUTPUT KPIs

16. Output KPI (1/2)
KPI
Attracting Skilled Graduates into the Ecosystem
# of new institutions affiliated; (Agreed, Closed, Teaching OS/C++) to Academy this half
# of institutions teaching Symbian OS
# of institutions teaching Symbian C++
# of Tier 1 and tier 2 Universities in the program
Global Academy Index
# of institutions leaving the program
Informal satisfaction survey of teachers for Academy gathered during face to face
Starting Point into Mobile Career
Number of students studying Symbian Academy courses in the next term
# of Symbian Academy students sitting and passing the ASD in the last 6 months

17. Output KPI (2/2)
KPI
Core Customer Measures
# of original press articles that mention the program in the last 6 months
# of Google alerts received over the last 6 months on Symbian Academy
# of Symbian Academy lecturers attending Symbian events over the last 6 months
# of face-to-face meetings with academics and Symbian Academy account manager over the last 6
months
# of job postings from partners, licensees and Symbian on Symbian Academy jobs board over the last
6 months
Average # of applicants per position on jobs board
# of positions advertised on jobs board
Number of students from Symbian Academy courses employed by partners, licensees and Symbian in
the last 6 months

18. INTERNAL KPIs

19. Internal KPIs
KPI
Program evangelist measures
Funnel exists (current to the last month)
Coordinate steering group meetings (including RACI) with all stakeholders: HR, R&D, Sales, DPM
(Press, SDN), Professional Services (Training)
Meeting occurs monthly
Create sales collateral for the Academy program
Sales pack exists and is issued
Report on status of the program and activities from the MPP
Engagement plan and monthly engagement reports exist
Create annual questionnaire (Csat) to solicit feedback from lecturers
Response rate to questionnaire
Author Symbian Academy newsletter
Newsletter created regularly 4 times a year
Represents the program (gives educated opinion, takes engagement actions) internally and
externally

20. Contents
Symbian => Symbian Foundation
Symbian Academy Overview
Data & Metrics
Balanced Scorecard Card
Global Academy Index
KPIs (External, Internal)
Our Learnings

21. Our Learnings:
Have clear objectives and measures.
All universities are not the same.
University program = innovation ROI (TBD)?