Enabling Operator Centric Services

Morgan Gillis

Executive Director

LiMo Foundation

MetaPlaces 2009

22 Sept 2009

Agenda

� Industry Landscape

�Current Application Distribution Landscape

�Future Outlook

�Role of the Operator

�LiMo Platform as a Key Service Distribution Enabler

2

Industry Situation

Investment4G, emerging markets,

mobile broadband, app-

stores etc

Value CreationMajor new competitors seeking

3

Major new competitors seeking

to disintermediate traditional

incumbents from consumersLiMo Platform enables

value creation without

disintermediation

SDK SDK 2SDK SDK

app-store

SDK Y

app-store

SDK X

app-store

Lo

cke

d-in v

alu

e

Device-specific

app-store (e.g. Apple

App Store)

Application Distribution Models Platform-specific

app-store (e.g. Google

Application Market)

Operator-specific

app-store

4

Operating System Device Platform Device Platform

Runtime RuntimeYRuntimeX

•Proprietary app-store

•Vendor-specific SDK

•Closed vendor-specific

Operating System

•Vendor specific devices

•Proprietary app-store

•Open SDK(s)

•Multiple standard runtimes

•Open device platform

•Multi-vendor devices

•Service Federation

•Proprietary app-store

•Proprietary / platform-specific SDK

•Proprietary / platform-specific runtime

•Open device platform

•Multi-vendor devices

Current App Store Landscape (1)

5

Current App Store Landscape (2)

Developers should follow the money

by concentrating on open future-

proof programming environments

and avoiding technology dead-ends

6

Every app-store

exists to serve the

core business

agenda of its

owner

and avoiding technology dead-ends

Operators hold the key to future

within their untapped information

assets – although not all realise

this

Consumer Needs

Freedom to visit any site/store

via mobile/PC to download, purchase

& install applications of their choice

Choose where to

install their app and

how to pay for it

7

Vertical app stores represent a very small portion of content, applications that could

potentially be available; the subset that’s available to the consumer is arbitrarily

decided by the application store owner based on how it furthers their commercial goals.

Future Outlook

+ =Smaller operators can only be in play through shared infrastructure

8

+ =Major carriers have a fantastic advantage with their scale & information assets – and what if they also coordinate their app-store initiatives?”

White-Label App Stores

Good solutions for small operators who would be happy to have a hosted solution

9

Appealing to large enterprises who could set up their own branded stores

to deploy mobile applications to employees and customers

“First access route” Enabled by LiMo

Federated servicesMeta app-store

Secure Identity Hosting

Facebook

10

Value Line

Application Runtime(s)

LiMo PlatformTM

Platform-independent Widgets Platform-specific

Native Applications

Facebook

Tw

itte

r

...

... ...

Operator Meta App Stores

Will leverage key operator assets to provide a superior user

experience

Will provide developers with in-built and

trusted system to charge for

Will provide developers with Operator to charge for

apps & subscribers with a straightforward and seamless way of paying for their apps

Will offer consumers more choice in terms of devices on which they can get their apps as compared to vendor specific app stores.

developers with the critical mass necessary for positive ROI

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Operator

Meta app-

store

Service Federation

Centralised,

converged

& automatically

updated contact list

that can be shared

securely

Ubiquitous service

access irrespective

of device being

used

12

Mobile Operator as

the Provider &

Protector of Identity

Operators well placed to federate due to exiting relationships of trust with end-users

Key Operator Assets

Billing

13

Large Subscriber Base

User Data

Relatedness

BillingNetwork APIs

Service Federation

Strong Committed LeadershipLiMo Board Members

Approaching 1 Billion subscribers managed by carrier members

Broad and Deep Industry Engagement

15

LiMo Platform PositioningB

ran

d /

Bu

sin

es

s M

od

el

Co

nfl

ict

Fre

ed

om

to

Cre

ate

Va

lue

“Unbranded” Android x N

16

Bra

nd

/ B

us

ine

ss

Mo

de

l C

on

flic

t

Fre

ed

om

to

Cre

ate

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lue

Service Delivery Models

Vendor-specific Application Platform

Non-Independent Device Platform

Independent DevicePlatform

Major Operators’ PerspectiveB

ran

d /

Bu

sin

es

s M

od

el

Co

nfl

ict

•Homogeneity

•Disruption

•Disintermediation

•“Dumb pipe” future

•Single relationship

•Service federation

•Accessible value

•Leverage of key assets

Brand and business

model competition

Fre

ed

om

to

Cre

ate

Va

lue

17

Vendor-specific Application Platform

Non-Independent Device Platform

Independent DevicePlatform

Bra

nd

/ B

us

ine

ss

Mo

de

l C

on

flic

t

Fre

ed

om

to

Cre

ate

Va

lue

Service Delivery Models

To deliver the fully independent whole-industry platform for mobile

devices leveraging the efficiencies of Linux-centric collaborative

technology and enabling diverse commercial innovation to thrive freely

Unique Role and Core Values of LiMo Foundation

Independent Platform

Governance

•Equitable Contribution Model•Collaborative Road-mapping

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18TM

Governance

Brand and Business Model

Neutrality

Fit-For-Purpose IPR Policy

•Permissive towards developers•Strong copy left / structured compliance

•Freedom to create value•No risk of disintermendiation

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