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Open, But Not As Usual.
How to disrupt an industry, but make more money for
everyone.
Introduction.
I’m going to babble about Mobile Phones.
• What I don’t like about them
• What I want to do about this
• And revolutionize our industry
• How I can help make you money.
“Every good work of
software starts by
scratching a developer’s
personal itch.”
--Eric S. Raymond, The Cathedral and the Bazaar
I've got two big itches.
That I’ve been wanting to scratch for years.
• I can never upgrade or customize my phone. I
have to buy a new one every few months if I
want some new (software) feature to work.
• Mobile platforms are proprietary and scattered.
Developers have no easy way to create
applications and deliver services that span all
users.
So Listen Up.
And I’ll tell you why I love the GSM Market.
• GSM is standardized. It works the same, just
about anywhere in the world.
• The GSM market is totally saturated. Big
handset makers must sell millions of phones to
make profit.
• Mobile Internet is stagnant. Applications and
services have yet to explode into a booming
industry.
Ecosystems gone bad.
Where did we all go wrong?
PC Mobile Phone
Service Google, Yahoo, AOL, Windows Live, YouTube
Apps
Web browser. All kinds of vertical
niche applications.
No Solution
GUI Common “desktop” paradigm
Input
Generic: usually keyboard, mouse,
and monitor
Specialized: keypad, buttons, and
inconsistent (and often limited)
screen space
HW x86 (Intel, AMD, VIA) Lots of different platforms
Source: Henry Holtzman (MIT Media Lab)
Where am I going with all this?
There really is a point to all this whining.
• Ignore the trends in the current market
• Create our own market
• Give our customers what they really want
• Build a new platform
• Help everyone in this room.
“How will we understand
the needs of diverse
customers spanning the
entire world?”
So that “ignore the trends” stuff just blew up in my face,
right?
“We can’t. We never will.
And we shouldn’t even
even try.”
Sean Moss-Pultz, just now.
Way #2 to skin a cat.
Instead we build a mobile phone that
• Has only the most basic features
• easy phone dialing
• easy messaging
• And great hardware
• beautiful screen
• nice to hold in your hand
• easily expandable memory
Oh and well, one more feature.
An adaptation of my favorite command in all
of computing.
root@filbuntu:~# apt-get install
The Application Manager.
Captain Obvious, is that you calling?
• Create an application that lets end users install
exactly the applications they want!
• Then have the system keep itself updated.
Image by www.bluelinecomics.com
Sounds great.
But install WHAT applications?
• There are hundreds of thousands of brilliant
free applications available for Linux.
• So we need some way to use Linux applications
on this handset.
• Then we can concentrate on the framework:
• UI -- Common look & feel for end users
• Data -- Common storage model for applications
• Libraries -- Common platform for developers
On a Mobile Phone. Part 1.
• Use a smartphone
architecture to isolate
systems
• Use an Open Source
framework to run
applications
• It looks something
like this...
How to use Linux Apps.
Smartphone Architecture
Application
Processor
(Open Source)
Location
(Proprietary)
Connectivity
(Proprietary)
Open Source based Architecture.
Mobile Handset Hardware
Linux 2.6 Kernel & Device Drivers
udev blueZ dbus GSM GPS
matchbox GTK+2
kdrive 7 libX11
Linux Core Services (Linux User Interface)
core net UI PIM
(OpenMoko Application Framework)
X11
Applications
Dialer
(Finger Applications)
MainMenu
MediaPlayer
Clocks
(others)
Contacts
(Stylus Applications)
Messages
ApplicationManager
Search
(others)
WebBrowser
(3rd Party Applications)
IM
BookReader
Terminal
(others)
OpenEmbeddedx86SDK
(Target Board) (PC)
Definition: OpenMoko
Pronunciation: 'O-p&n, 'mO-(")kO
• “Moko” is short for Mobile Kommunikations.
• “K” is a tribute to all hackers around the world
that build software that drives innovation into
the platform.
• “Open” means that developers around the
world can evolve the platform in anyway they
like.
“So you have this phone
that geeks and coders
love...but I can hardly
program my VCR. You
think I’ll buy this?!”
My Dad, (When I came home after 6 months to tell him my
latest “great” idea.)
“Most Geeks think they
can change the world
with technology.
Empower them with the
right tools and they just
might do it.”
Me, again (a true Geek at heart)
Give the Geeks what they want first.
You'll get your cake soon enough. Here’s the Big Picture:
• Make a great mobile phone running Open Source Software.
• Give away our SDK. Target everyone who loves to tinker
with electronics.
• Help build a worldwide community of developers working
together to write and port applications.
• Guide them in creating kick-ass looking and easy-to-use
applications. (This is straight-forward because our
framework is so good.)
• Watch our application list grow by the day.
• Now your mom and dad have all the applications that they
want, too. This is the part where you eat your cake.
OpenMoko UI Preview.
Finger (and stylus) licking good.
“How are you going to
make money for everyone
in the industry?”
Vineet Gupta, Sun’s Java CTO, (After first hearing about
my idea for an open source platform.)
Mobile Standardized.
Mobile Phone, say hello to Apps & Services.
PC Mobile Phone
Service Google, Yahoo, AOL, Windows Live, YouTube
Apps
Web browser. All kinds of vertical
niche applications.
Custom Applications
OpenMoko 2007
GUI Common “desktop” paradigm
Input
Generic: usually keyboard, mouse,
and monitor
Specialized: keypad, buttons, and
inconsistent (and often limited)
screen space
HW x86 (Intel, AMD, VIA) Lots of different platforms
Source: Henry Holtzman (MIT Media Lab)
Carriers
Handset
Makers
End
Users
Mobile Ecosystem
The Mobile Ecosystem.
It’s all about balance.
Enjoy the economics of openness.
OpenMoko Triangle of Value.
OpenMoko
(Triangle of Value)
Carriers
Handset
Makers
End
Users!
!
OpenMoko for Handset Makers.
A better lens to focus on your real value.
• Improve your margins
• More R&D dollars to
spend on visible value
• Use the best of
open / commercial
software components
• Faster time-to-market.
R&D
OpenMoko+
€€€
OpenMoko for Carriers.
Applications are the next ringtones.
• More data airtime
(better ARPU)
• Lower both Churn
and SAC
• Offer compelling new
services
• Enter new Vertical
Markets.
Phone
OpenMoko+
€€€
OpenMoko for End Users.
It’s about more power to the people.
• Customize your phone
any way you see fit
• Install exactly the
applications you want
• Automatically keep
your phone updated
• Unlock the true power of
your phone.
Carrier
OpenMoko+
Move over Web 2.0. Here comes Mobile 2.0.
Open Ecosystems.
Source: Professors Butt and Hole
data cost
network speed
apps & services
users
2006 2007 2008 20092005
Enter OpenMoko.
Absolut Open.
Special thanks to FIC.
• The most open-minded
company in all of Taiwan
• David “The Godfather”
Huang (My Boss)
• And Timothy Chen
• Without their support,
an open source phone
would still be only
a dream.
Thank You.
Sean Moss-Pultz
A Geek (at heart) with two big itches
★ The Neo1973 Smartphone from
FIC. On Sale January 2007!
Open Bar.
We’re at the American Hotel over the bridge.

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Open, But Not As Usual.

  • 1. Open, But Not As Usual. How to disrupt an industry, but make more money for everyone.
  • 2. Introduction. I’m going to babble about Mobile Phones. • What I don’t like about them • What I want to do about this • And revolutionize our industry • How I can help make you money.
  • 3. “Every good work of software starts by scratching a developer’s personal itch.” --Eric S. Raymond, The Cathedral and the Bazaar
  • 4. I've got two big itches. That I’ve been wanting to scratch for years. • I can never upgrade or customize my phone. I have to buy a new one every few months if I want some new (software) feature to work. • Mobile platforms are proprietary and scattered. Developers have no easy way to create applications and deliver services that span all users.
  • 5. So Listen Up. And I’ll tell you why I love the GSM Market. • GSM is standardized. It works the same, just about anywhere in the world. • The GSM market is totally saturated. Big handset makers must sell millions of phones to make profit. • Mobile Internet is stagnant. Applications and services have yet to explode into a booming industry.
  • 6. Ecosystems gone bad. Where did we all go wrong? PC Mobile Phone Service Google, Yahoo, AOL, Windows Live, YouTube Apps Web browser. All kinds of vertical niche applications. No Solution GUI Common “desktop” paradigm Input Generic: usually keyboard, mouse, and monitor Specialized: keypad, buttons, and inconsistent (and often limited) screen space HW x86 (Intel, AMD, VIA) Lots of different platforms Source: Henry Holtzman (MIT Media Lab)
  • 7. Where am I going with all this? There really is a point to all this whining. • Ignore the trends in the current market • Create our own market • Give our customers what they really want • Build a new platform • Help everyone in this room.
  • 8. “How will we understand the needs of diverse customers spanning the entire world?” So that “ignore the trends” stuff just blew up in my face, right?
  • 9. “We can’t. We never will. And we shouldn’t even even try.” Sean Moss-Pultz, just now.
  • 10. Way #2 to skin a cat. Instead we build a mobile phone that • Has only the most basic features • easy phone dialing • easy messaging • And great hardware • beautiful screen • nice to hold in your hand • easily expandable memory
  • 11. Oh and well, one more feature. An adaptation of my favorite command in all of computing. root@filbuntu:~# apt-get install
  • 12. The Application Manager. Captain Obvious, is that you calling? • Create an application that lets end users install exactly the applications they want! • Then have the system keep itself updated. Image by www.bluelinecomics.com
  • 13. Sounds great. But install WHAT applications? • There are hundreds of thousands of brilliant free applications available for Linux. • So we need some way to use Linux applications on this handset. • Then we can concentrate on the framework: • UI -- Common look & feel for end users • Data -- Common storage model for applications • Libraries -- Common platform for developers
  • 14. On a Mobile Phone. Part 1. • Use a smartphone architecture to isolate systems • Use an Open Source framework to run applications • It looks something like this... How to use Linux Apps. Smartphone Architecture Application Processor (Open Source) Location (Proprietary) Connectivity (Proprietary)
  • 15. Open Source based Architecture. Mobile Handset Hardware Linux 2.6 Kernel & Device Drivers udev blueZ dbus GSM GPS matchbox GTK+2 kdrive 7 libX11 Linux Core Services (Linux User Interface) core net UI PIM (OpenMoko Application Framework) X11 Applications Dialer (Finger Applications) MainMenu MediaPlayer Clocks (others) Contacts (Stylus Applications) Messages ApplicationManager Search (others) WebBrowser (3rd Party Applications) IM BookReader Terminal (others) OpenEmbeddedx86SDK (Target Board) (PC)
  • 16. Definition: OpenMoko Pronunciation: 'O-p&n, 'mO-(")kO • “Moko” is short for Mobile Kommunikations. • “K” is a tribute to all hackers around the world that build software that drives innovation into the platform. • “Open” means that developers around the world can evolve the platform in anyway they like.
  • 17. “So you have this phone that geeks and coders love...but I can hardly program my VCR. You think I’ll buy this?!” My Dad, (When I came home after 6 months to tell him my latest “great” idea.)
  • 18. “Most Geeks think they can change the world with technology. Empower them with the right tools and they just might do it.” Me, again (a true Geek at heart)
  • 19. Give the Geeks what they want first. You'll get your cake soon enough. Here’s the Big Picture: • Make a great mobile phone running Open Source Software. • Give away our SDK. Target everyone who loves to tinker with electronics. • Help build a worldwide community of developers working together to write and port applications. • Guide them in creating kick-ass looking and easy-to-use applications. (This is straight-forward because our framework is so good.) • Watch our application list grow by the day. • Now your mom and dad have all the applications that they want, too. This is the part where you eat your cake.
  • 20. OpenMoko UI Preview. Finger (and stylus) licking good.
  • 21. “How are you going to make money for everyone in the industry?” Vineet Gupta, Sun’s Java CTO, (After first hearing about my idea for an open source platform.)
  • 22. Mobile Standardized. Mobile Phone, say hello to Apps & Services. PC Mobile Phone Service Google, Yahoo, AOL, Windows Live, YouTube Apps Web browser. All kinds of vertical niche applications. Custom Applications OpenMoko 2007 GUI Common “desktop” paradigm Input Generic: usually keyboard, mouse, and monitor Specialized: keypad, buttons, and inconsistent (and often limited) screen space HW x86 (Intel, AMD, VIA) Lots of different platforms Source: Henry Holtzman (MIT Media Lab)
  • 24. Enjoy the economics of openness. OpenMoko Triangle of Value. OpenMoko (Triangle of Value) Carriers Handset Makers End Users! !
  • 25. OpenMoko for Handset Makers. A better lens to focus on your real value. • Improve your margins • More R&D dollars to spend on visible value • Use the best of open / commercial software components • Faster time-to-market. R&D OpenMoko+ €€€
  • 26. OpenMoko for Carriers. Applications are the next ringtones. • More data airtime (better ARPU) • Lower both Churn and SAC • Offer compelling new services • Enter new Vertical Markets. Phone OpenMoko+ €€€
  • 27. OpenMoko for End Users. It’s about more power to the people. • Customize your phone any way you see fit • Install exactly the applications you want • Automatically keep your phone updated • Unlock the true power of your phone. Carrier OpenMoko+
  • 28. Move over Web 2.0. Here comes Mobile 2.0. Open Ecosystems. Source: Professors Butt and Hole data cost network speed apps & services users 2006 2007 2008 20092005 Enter OpenMoko.
  • 29. Absolut Open. Special thanks to FIC. • The most open-minded company in all of Taiwan • David “The Godfather” Huang (My Boss) • And Timothy Chen • Without their support, an open source phone would still be only a dream.
  • 30. Thank You. Sean Moss-Pultz A Geek (at heart) with two big itches ★ The Neo1973 Smartphone from FIC. On Sale January 2007!
  • 31. Open Bar. We’re at the American Hotel over the bridge.