1. 1 © 2005 Nokia Platform Product Management Case: Nokia Symbian Product Platforms Lea Lahti Nokia Technology Platforms/Symbian Product Platforms Head of Platform Business Development

2. 2 © 2005 Nokia Content Part I: Introduction Nokia Technology Platforms Nokia SW Platforms Nokia S60 platform and Smart Phone market status Part II: Nokia Symbian Product Platforms SPP deliverables, value to Nokia business and purpose. Part III: Platform product management key questions Core platform vs product differentiation decision making. Platform strategy vs platform architecture maturity. Collaborative planning and product management with industry players. Focus: long-term development vs profitable mature platform productization.

3. 3 © 2005 Nokia Part I Introduction

4. 4 © 2005 Nokia Nokia Technology Platforms in Nokia organization termimäärittely

5. 5 © 2005 Nokia “Technology Platforms” Terminology definition in Nokia and this presentation context Nokia chipset platform Mobile Phones BG Nokia Symbian Product Platform (SPP) Nokia S60 SW platform Symbian OS platform Enterprise Solutions BG Multimedia BG Nokia external S60 device vendors Nokia S40 SW platform Nokia S30 SW platform Nokia S80 SW platform

6. 6 © 2005 Nokia Nokia Software Platforms Series 30 is the lowest-cost platform, designed for entry- level mobile phones that feature voice and basic messaging functionalitiesSeries 30 Series 40 is a versatile, efficient and highly cost- effective feature phone platform, particularly suited for the mobile phone product rangeSeries 40 S60 platform is the world's leading rich smartphone software platform, available for OEM licensingS60 platform Series 80 is a high-end software platform optimized for enterprise Communicators and smartphones, enabling a two- hand operated QWERTY keyboard and a wide screenSeries 80

7. 7 © 2005 Nokia S60 is one of the Nokia responses into mobile device market horizontalisation evolution Likely market evolution Non- Nokia devices Nokia devices Platform fragmentation Platform oligopoly External monopoly Plat- form y Plat- form x Nokia plat- form Nokia response Platform fragmentation Platform oligopoly Nokia plat- form Platform duopoly Plat- form y Plat- form x Nokia plat-form

8. 8 © 2005 Nokia S60 Device domain competition good – promotion of whole smart phone industry growth 25M Device vendor news D720 D730 P930 X700 X800 X2 N70 N91 N90

9. 9 © 2005 Nokia Operators control the channel Main players: Vodafone France Telecom/Orange Cingular DoCoMo China Mobile T-Mobile Verizon Sprint CDMA operators S60 needs to create value for several mobile industry stakeholders Developers innovate 400+ Forum Nokia PRO member companies 2 million+ forum.nokia.com registered developers. End-users make the buy-decision

10. 10 © 2005 Nokia S60 platform product content – 2005 definition S60 platform Application Suite - an extensive set of ready-made applications such as Telephony, Messaging, Browser, Calendar, Phonebook, Instant Messaging and Presence, etc. S60 platform Common TSY - the Telephony provider module for the S60 platform. S60 platform Common UI components - a framework for creating S60 platform style user interfaces for applications. The framework includes basic UI components such as menu, listbox, query dialog, etc. Language variants - Files and instructions needed for localizing S60 platform to support different languages. UI content - Fonts, reference icons, reference UI themes, reference MMS templates, reference help texts and reference ringing tones needed for the S60 platform UI. OEM Adaptation Kit (OAK) - a software development environment with application programming interfaces to S60 platform source code. Includes build tools, testing tools and documentation to help integrate the S60 platform into vendor-specific terminal hardware and software, and to create new applications for the S60 platform. S60 platform Development Kit (SDK) - a public SDK targeted at third party application developers who are implementing applications for S60 platform products. Documentation - Detailed documentation describing S60 platform, including architecture documents, user interface specifications, design specifications, API specifications, etc. + Supporting services. Own and partners. Different cost model.

11. 11 © 2005 Nokia Part II Nokia Symbian Product Platform mission

12. 12 © 2005 Nokia Scope of Nokia Symbian Product Platforms Unit A Nokia Technology Platforms Unit with specific mission to support Nokia S60 device businesses. Responsibilities: Development and management of Nokia S60 adaptation SW asset. Development of Nokia S60 differentiation applications. HW development in case of Nokia S60 device chip-architecture. Definition, verification, testing and delivery of total S60 device configurations into Nokia Business Groups. SPP products = deliverables: S60 differentiation applications. Symbian Product Platform releases, consists of: S60 release (including Symbian OS release). Modem/chipset. Adaptation SW release. All HW components: cameras, displays, antennas, accelerators, batteries.. = Tested and functional Platform Reference set with agreed cost structure, which can be used as basis for BG product differentiation. Note: Service level variation agreed product by product.

13. 13 © 2005 Nokia Symbian Product Platforms Organisation and Deliverable Structure HW modules for SPP configuration. S60 release for SPP configuration TAPM = Investment in Product Platform and configuration definition & Architecture and system design HW modules and chipset portfolio planning S60 product management NSS = Differentiating Nokia S60 applications PC Suite Requirement Mgt = Investment in one set of R&D information management Platform Mgt and definition Platform development Platform productization: integration, verification and delivery On-top of platform additions Core SW = S60 adaptation SW asset development HW = HW development for 2-chip architecture platforms Releases = Platform productization and maintenance Integra tion Verific ation Delivery Platform release BG

14. 14 © 2005 Nokia Value of the Symbian Product Platform for Nokia device business Cost efficiency (R&D resources and cost) by common platform development. Adaptation SW asset. Common platform part integration and testing. Centralized scarce competencies. Opportunity for learning and competence development. BG Symbian development can focus on product differentiation. Centralized Nokia S60 platform promise: Application developer and customer support. Error corrections. Operator specific variants without compromising core platform. Centralized maintenance point of existing S60 product platforms Opportunity to create new S60 products by productization of the old functional platform e.g. by new product mechanics.

15. 15 © 2005 Nokia Intent of Symbian Product Platform Configuration Planning and Product management Minimise time to market by proactive configurability definition S60 release and device HW modules easy and fast to integrate. Utilize Maximum each technology area latest development and maturization in its own horizontal stream: Interface and compatibility planning. Impact into standardization and industry interfaces (e.g. MIPI), no bundled and vertical platform design. Examples of technology areas: displays, cameras, memories, local connectivity.. Enable different life cycles/technology area Enable timely adaptation SW development and re-usable SW modules definition. Platform configuration definition Platform Integration Tech area y Tech area x Tech area z Product differentiation

16. 16 © 2005 Nokia Part III Case: Nokia Symbian Product Platform Platform Product Management key questions

17. 17 © 2005 Nokia Collaborative product management: what & when Operators control the channel Main players: Vodafone France Telecom/Orange Cingular DoCoMo China Mobile T-Mobile Verizon Sprint CDMA operators Developers innovate 400+ Forum Nokia PRO member companies 2 million+ forum.nokia.com registered developers. End-users make the buy-decision Understand value and end-to-end maturity per functionality: Operators, developers and end-users. Business group product plans and concepts. S60 strategy and S60 product management. Symbian OS releases product management. Industry: standardization, IPR game, media and content format game players. Technology suppliers.

18. 18 © 2005 Nokia Optimal focus on different lifecycle phases for maximum business benefits Platform lifecycle management – Platform lifecycle phases: Development and introduction. Variation. Maintenance. R&D mindset drives focus easily into new platform development after first productization. Variation and maintenance R&D is most profitable R&D. Continuous resource balancing issues: Maintenance and variation phase resource usage vs. new platform development. Maintenance phase outsourcing? Maintenance asset in BG. Joint risk management with BGs: no business of top of development phase platform before certain maturity step. Funnel and stage-gate model to manage short vs long-term R&D investment balance: several long- term development options under definition, conscious and timely decisions about new adaptation asset development and integration phase R&D investment.

19. 19 © 2005 Nokia Platform vs product differentiator - decisions Continuous functionality level decisions: into platform or not. Decision making factors: Re-usability. Several products. Several operators. Several platform releases. BG capability to implement. Scarce competence. Architecture complexity. Value for business Importance for several Nokia businesses. Value for Nokia technology or standardization strategy Cross-platform functionality. Platform or Nokia device portfolio Consistency Feature which needs to be common cross-Nokia portfolio.

20. 20 © 2005 Nokia Finding the right balance: Platform strategy setting vs Platform architecture maturity 2006200720052003200220012004 xxxM xxM xM 2001-2002 “Neutralize MS” First device vendors signed 2003-2004 “Thick sw strategy” Several products shipping 2005 “SW platform business”, innovation and volumes 1996 … 1996 UI concept

21. 21 © 2005 Nokia Portfolio aspect in platform product management Dependencies between releases Negative opportunity costs. -> Document and manage architecture and dependencies. Scarce resources Focus on most profitable work. -> Business case management for releases. Wide range of S60 devices to be built on top the platform, need of different S60 product platform tiers Guarantee enough focus for each tier: High performance multimedia and communicator platforms. Size and mass applications driven platforms. Cost driven platforms to drive S60 into lower price points and volumes. -> Visibility into R&D investment and business contribution per tier. S60 product platform consistency to keep developer and compatibility promise throughout S60 devices -> Agree and guarantee minimum level application performance -> consistency of APIs.