On Device Portals Presented By:

Mobiletain & The On Device Portal Consortium The ODPC was formed by Mobiletain/B2 Group to: Further the advancements of On Device Portals Gather input from all companies in the ODP Space Help guide the standards and practices associated with the ODP market place & development in regards to technology and best practices Foster open discussion about ODP developments and the advancements of the technology and market place world wide B2 Group is a technology & channel consulting firm based out of Irvine CA and is the founding group behind the ODPC, the ODPC consists of (502) members from companies in the ODP space within brands, hardware, mobile, software, and emerging technologies from around the world

What is an On Device Portal? On Device Portals perform four basic functions for a mobile user today: Browse Purchase Use View Mobile content and services through a non-native interface on the mobile device

Five Functions of an ODP Offline Portal Applications that allow user to browse content offline Store Front A client-server application enabling the user to discover, preview and select cached content offline, before accessing it via a WAP link Home Screen Replacement A dashboard function of the ODP client that replaces the handset’s home screen Reporting Function Tracks the way subscribers use and interact with their mobile devices Branding & Advertising Many different applications are being developed and could be the best feature and make an ODP the most profitable to companies that develop them

ODP and Platform Support Most ODP development today target multiple operating systems: BREW WINDOWS Mobile Symbian RIM JAVA Palm

MOBILE STACKS On Device Portals involve a Mobile Stack, a mobile stack consists of: OS Layer – Linux, Windows, Mac OS, Symbian Middleware Layer – Java/J2ME Presentation Layer – FLASH (Lite), AJAX This combination gives the user the visual, technical, and operational user experience they desire, thus making it an easier user experience on the mobile device

Why Develop ODP’s Lower costs, both for getting new devices operational and for evolving on-device and network services. Also, application certification costs go down significantly. Faster time to market, again for both devices and services that integrate with the handset. Greater monetization potential of subscribers due to the availability of more content and applications, especially niche content and apps, which are of relevance to niche audiences. Search and Advertising are evolving into important mobile market place and these can be easily delivered through ODP’s Consumers, who demand an improved interface for their mobile experience Operators, who want to improve ARPU with richer media content Content and media providers who want to monetize their offerings in the mobile world Handset manufacturers, who want technology frameworks to help customize handsets for their customers

Carriers are Changing Carriers are changing how they deal with content providers:

Side Loading What is side loading of an ODP? Side loading is the process of taking content or applications and loading it from a secondary device or system to your phone PC to Phone Micro SD to Phone Removable storage will increase in use as ODP’s become wider developed and wider Distributed through side loading applications, widgets, and content to the phone. No longer will the carriers be able to tell the brands, hardware, applications, and gaming/social networking companies what can be loaded and used on the phone Side loading these applications and tools through an ODP or in the case of brands and advertisers being able to give the client a branded application enabled with your applications, content, and organized how you would like the users to view and consume this can now be achieved better through side loading of ODP’s

Market Projections $1.3 Billion by 2009 Projected Revenues In 2005 there were (20) companies world wide involved in ODP development In 2008 the number of companies involved in ODP development numbered over 300 This spells large opportunity for media, application, & storage companies trying to get their content and applications in front of the end user