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Battle of Music
iPhone, Nokia, BlackBerry,
    Android, Palm SDK
           Bess Ho
         Opportunity Camp
            Dec 5, 2009
          City of Oakland
            Oakland CA
UI Developer / Architect
   Spock             Bess



   Half Vulcan    Half Developer
   Half Human     Half Designer
   Pointed Ears    Pointed Eyes

“I am a Developer, Not a Designer”
Dancing Piano    Dancing Drum    Dancing Steel Drum




        Doctor Tricorder   Sound Tricorder




           Twitter: bayareaparty
Founder of
    Silicon Valley Web Builder (SVWB)




            Lead Contributor
  Google Technology User Group (GTUG)
Open Source Project “Chief Medical Officer”
         based on Google Health
1st Book on Myspace


Technical Editor      1st Book on Open Social




          Building OpenSocial Apps: A
          Field Guide to Working with
             the MySpace Platform

            Authors: Chris Cole, Chad
            Russell, Jessica Whyte

             Published Oct 23, 2009

          Publisher: Addison-Wesley
           Professional. Part of the
          Developer's Library series.
Mobie Developer Networks
 iPhone    iPhone Developer Center

 http://developer.apple.com/iphone/
 Nokia    Nokia Forum

 http://www.forum.nokia.com/
 BlackBerry        BlackBerry Developer Zone

 http://na.blackberry.com/eng/developers/
 Android     Android Developer Community

 http://developer.android.com/
 Palm Pre     Palm Developer Network

 http://developer.palm.com/
Device Atlas
   Mobile Device Intelligence


is the most comprehensive
     mobile database
 http://deviceatlas.com/devices
Mobie Developer Networks
    iPhone       2 Devices

    Nokia        434 Devices

    BlackBerry   78 Devices

    Android      1 Device

    Palm         25 Devices
Earning Potential $
 iPhone       $$$$$

 Nokia        $$$

 BlackBerry   $$$

 Android      $

 Palm         $
Popular Mobile SDK
              iPhone
            Objective-C
Android BlackBerry    Nokia    Palm Pre
Java       Java       Java       Java
          WD          WRT      WebOS

                      Flash

                     Symbian
iPhone SDK
                   NEW!
iPhone SDK 3.1.4          iPhone OS 3.1.2
  iPhone SDK 3.0          iPhone OS 3.0




    Mac OS 10.5.8+         iTunes 9.0.2
Leopard / Snow Leopard
Nokia SDK

          Nokia Forum
      Device Specifications
http://www.forum.nokia.com/devices/
matrix_all_1.html
Nokia SDK
                Nokia Forum
                  Library

Web Developer’s Library 1.7
S60 5th Edition C++ Developer’s Library v2.1
Qt for Symbian Developer’s Library v1.0
Flash Lite Developer’s Library 1.5
Java Developer’s Library 3.3
S60 3rd Edition C++ Developer Libary v1.1


        http://library.forum.nokia.com/
BlackBerry SDK
      BlackBerry SDK v5.0 Beta
                                   NEW!



         Blackberry SDK v4.7
         Blackberry SDK v4.6
         Blackberry SDK v4.5
         Blackberry SDK v4.4
         Blackberry SDK v4.3
         Blackberry SDK v4.2


       WIN Vista        WIN XP
        (32-bit)        (32-bit)
http://na.blackberry.com/eng/developers/
      devbetasoftware/javasdk5.jsp
Android SDK
                              NEW!   Dec 2009
                Android 2.0.1
                 Android 1.6 NEW!    Dec 2009



                 Android 1.5         Apr 2009




     WIN XP           Mac OS X             Ubuntu
     (32-bit)           10.4.8+            Hardy
    WIN Vista         (x86 only)           Heron
  (32- or 64-bit)

http://developer.android.com/sdk/index.html
Android SDK
 Android 1.5       Android 1.6     Android 2.0.1
  Apr 2009          Dec 2009         Dec 2009

Major Release     Minor Release    Minor Release
 API Level: 3     API Level: 4     API Level: 6
 Improve UI       Expand Search     Built-in Flash
& Performance                          Camera
    Video         Text-to-speech
                                    Search SMS
  Recording           engine
   Stereo                           Bluetooth 2.1
                  GestureBuilder
  Bluetooth
                                   HTML5 Support
    Speech
                   VPN 802.1x
  Recognition
Palm SDK
     Palm OS SDK
   Palm WebOS SDK
  Windows Mobile SDK




http://developer.palm.com
iPhone SDK
 Screen Size
    iPhone
    iTouch


   One-Size

   (320x480)
Nokia SDK
           Screen Sizes
           84x48        240x320
           128x128      360x640
           176x208      120x160
           Screen Width
1) Tiny      84, 96, 101, 128, 130, 132
2) Small     160, 176
3) Medium    208, 220, 240
4) Large     320, 360, 480
Android SDK
          Screen Sizes
Android 1.5 &       Android 1.6+
   Earlier

                          Large
  One-Size               Normal
                          Small
HVGA (320x480)
  3.2” screen       High (hdpi)
                   Medium (mdpi)
                    Low (ldpi)
Android SDK Tools
         SDK Tools, Revision 4

   “layoutopt” = command-line tool

  analyzes hierarchies and inform you of
ineffciencies and potential issues on your
                layout files
Audio-Driven Mobile App
   iPhone       $$$$$

   Nokia        $$$

   BlackBerry   $

   Android      $

   Palm         $
Audio-Driven Mobile App
   iPhone       5 Audio Frameworks

   Nokia        1 Audio Framework

   BlackBerry   1 Audio Framework

   Android      1 Audio Framework

   Palm         1 Audio Framework
iPhone SDK
        Audio


1) Media Player Framework
2) AV Foundation Framework
3) Audio Toolbox Framework
4) Audio Unit Framework
5) OpenAL Framework
Android SDK
                   Audio
        1) From a raw resource
        2) From a file
        3) From an available network
          Play back audio data to
          standard output device

                          Device Speaker
Audio
                         Bluebooth Headset
Android SDK
                          Audio

1) From a raw resource
MediaPlayer mp = MediaPlayer.create(context, R.raw.sound_file_1);
mp.start();


2 & 3) From a file or stream
MediaPlayer mp = new MediaPlayer();
mp.setDataSource(PATH_TO_FILE);
mp.prepare();
mp.start();
Android SDK
                        Audio
Audio/Video Playback: MediaPlayer
MediaPlayer mp = new MediaPlayer();
mp.prepare();
mp.start();
mp.pause();
mp.stop();

Audio Capture: MediaRecorder
recorder = new MediaRecorder();
recorder.prepare();
recorder.start();
recorder.stop();
recorder.release();
Android SDK
Audio / Video / Image Formats
Approval Process
  Based on approvals process for iPhone applications, in a
filing to the US Federal Communications Commission (FCC)
                          in 2009

      95% apps are approved within 14 days of submission

      Apple has 40 Full Time trained reviewers studying
      8,500 new apps a week

      20% “not approved as original submitted” but sent
      back to developer for tweaks & changes

http://www.mobile-ent.biz/news/34116/Apple-reveals-some-details-about-App-
                           Store-approval-process
Controversial Apps
  Based on approvals process for iPhone applications, in a
filing to the US Federal Communications Commission (FCC)
                          in 2009
    “established an App Store executive review board
    that determines procedures and sets policy for the
    review process, as well as reviews applications that
    are escalated to the board because they raise new
    or complex issues.”

    The board meets once a week.
  http://www.mobile-ent.biz/news/34116/Apple-reveals-some-details-about-App-
                             Store-approval-process
Do Not
DO NOT use Copy-Right Materials (Image, Audio, etc)

DO NOT use License Materials unless you have
written documents to prove your ownership

DO NOT use any Brand or Trademark names

DO NOT use any images too similar to iphone system
icons

DO NOT submit app with warnings & errors

DO NOT treat Apple Review Team as QA
Debug & Audit
Test your app in both iPhone Simulator & Device

Test your app in both iTouch & iPhone

        50% users are on iTouch


No Warning                     Console
 No Error                      Xcode
                               Device
1st / 2nd App
Sound Tricroder & Doctor Tricorder

        1st iPhone SDK
        Trekkie from TV to Movies
        Star Trek Movie Release in May
        Loyal Star Trek Fans Worldwide
        Tricorders in App Store Suck
                   Poor Interface
                   Old Generation Tricorder
                   Few Low-quality Sound
                   Barely Any Animations
                   Entertainment Only
My Story
            When plan fails
adjust positioning & strategy on the fly

    In Review
    3 months         Instead of crying
                     Or beating up Apple
                     iPhone Review Team
                     Convert my anger &
                     frustration to create
                     new app

   2 months wait     Shorten Development
   Not related to    Cycle & Release Early
  technical issues
Product Definition

   Solve a sticky problem

   Create your own niche

   Create new market
Product Definition
Solve a sticky problem    Apple won’t approve SDK
                         app that is similar to web
Create your own niche    app
Create new market         Apple won’t approve your
                         app if it is similar to existing
                         app in App Store

                          Apple won’t approve your
                         app if it doesn’t have enough
                         features
Design Rules
Keep it Simple                    Make it Fun
  Design for Dummies                Use interesting
                                   images
  No Guessing
                                    Use movements
  Picture worths thousand words
                                    Engage users
Do One Thing Really Well

  Less Touch = Clicks

  Fewer Screens = Page Load

  Fast Loading

  Lower Latency
Product Definition
   Dancing Series - Use Accelerometer
                               Interests
  Target
                               Strengths
Want anyone without music     I love music
training can play
                              I play music for years
It is more entertaining and
engaging to design app        I love dancing
involved movement
                              I love design
Music is universal with no
language barrier
All age groups
All genders
Product Strategy
    Dancing Series
      Music Band




    Dancing Piano
    Dancing Drum
    Dancing Steel Drum
    Dancing Tambourine
Competition: Leading Drum Apps in Top 100

      Drum Kit                 DigitDrummer
      $1.99 / Free             $0.99 / Free




     Volume Control         No Volume Control
        (Flip View)
Pay $1.99 Extra Recording      Recording
Marketing Positioning:
 Competitive Differentiation

                    1st Drum App uses
Dancing Drum
$0.99                 Accelerometer

               Volume Control - Same View
               Brighter Cheerful
               More Sound
               Touch Play
               Motion Play
               Casual Play - All Ages
               Accelerometer > Record
Drum Kit                        DigitDrummer                        Dancing Drum




    6 Drums 5 Cymbals           4 Drums 4 Cymbals                       5 Drums 6 Cymbals
                                                                        + 5 Extra

                                DigiDrummer Lite Free Rank: 14       Dancing Drum $0.99 Rank: 1495
  Drum Kit Lite Free Rank: 12
                                DigiDrummer Micro $0.99 Rank: 485
   Drum $1.99 Rank: 55
                                DigiDrummer $0.99 Rank: 62

                                          2.2 Versions                        1.0 Versions
 2.6 Versions    1.1 Versions            54266 ratings                          0 ratings
 3035 ratings   18207 ratings     1.7 Versions      3.3 Versions
                                  1212 ratings      2904 ratings             Data from Moblix 6/22/09
DEMO
Rank within Top 100   Rank: 1495
DigitDrummer          Dancing Drum




Drum Kit
Branding
Revenue
 Model
Music Artist
 50 cent




http://www.50soundlab.com/
Music Artist
       Lady Gaga




http://www.youtube.com/watch?v=n5ZCHKvHYRU
App Review
      Tap Tap Revenge Lady Gaga
              iPhone App




http://www.youtube.com/watch?v=JrJbDHH7rcQ
http://iokikaraoke.com/
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Battle of Music: SDK from iPhone, Nokia, BlackBerry, Android, Palm

  • 1. Battle of Music iPhone, Nokia, BlackBerry, Android, Palm SDK Bess Ho Opportunity Camp Dec 5, 2009 City of Oakland Oakland CA
  • 2. UI Developer / Architect Spock Bess Half Vulcan Half Developer Half Human Half Designer Pointed Ears Pointed Eyes “I am a Developer, Not a Designer”
  • 3. Dancing Piano Dancing Drum Dancing Steel Drum Doctor Tricorder Sound Tricorder Twitter: bayareaparty
  • 4. Founder of Silicon Valley Web Builder (SVWB) Lead Contributor Google Technology User Group (GTUG) Open Source Project “Chief Medical Officer” based on Google Health
  • 5. 1st Book on Myspace Technical Editor 1st Book on Open Social Building OpenSocial Apps: A Field Guide to Working with the MySpace Platform Authors: Chris Cole, Chad Russell, Jessica Whyte Published Oct 23, 2009 Publisher: Addison-Wesley Professional. Part of the Developer's Library series.
  • 6. Mobie Developer Networks iPhone iPhone Developer Center http://developer.apple.com/iphone/ Nokia Nokia Forum http://www.forum.nokia.com/ BlackBerry BlackBerry Developer Zone http://na.blackberry.com/eng/developers/ Android Android Developer Community http://developer.android.com/ Palm Pre Palm Developer Network http://developer.palm.com/
  • 7. Device Atlas Mobile Device Intelligence is the most comprehensive mobile database http://deviceatlas.com/devices
  • 8. Mobie Developer Networks iPhone 2 Devices Nokia 434 Devices BlackBerry 78 Devices Android 1 Device Palm 25 Devices
  • 9. Earning Potential $ iPhone $$$$$ Nokia $$$ BlackBerry $$$ Android $ Palm $
  • 10. Popular Mobile SDK iPhone Objective-C Android BlackBerry Nokia Palm Pre Java Java Java Java WD WRT WebOS Flash Symbian
  • 11. iPhone SDK NEW! iPhone SDK 3.1.4 iPhone OS 3.1.2 iPhone SDK 3.0 iPhone OS 3.0 Mac OS 10.5.8+ iTunes 9.0.2 Leopard / Snow Leopard
  • 12. Nokia SDK Nokia Forum Device Specifications http://www.forum.nokia.com/devices/ matrix_all_1.html
  • 13. Nokia SDK Nokia Forum Library Web Developer’s Library 1.7 S60 5th Edition C++ Developer’s Library v2.1 Qt for Symbian Developer’s Library v1.0 Flash Lite Developer’s Library 1.5 Java Developer’s Library 3.3 S60 3rd Edition C++ Developer Libary v1.1 http://library.forum.nokia.com/
  • 14. BlackBerry SDK BlackBerry SDK v5.0 Beta NEW! Blackberry SDK v4.7 Blackberry SDK v4.6 Blackberry SDK v4.5 Blackberry SDK v4.4 Blackberry SDK v4.3 Blackberry SDK v4.2 WIN Vista WIN XP (32-bit) (32-bit) http://na.blackberry.com/eng/developers/ devbetasoftware/javasdk5.jsp
  • 15. Android SDK NEW! Dec 2009 Android 2.0.1 Android 1.6 NEW! Dec 2009 Android 1.5 Apr 2009 WIN XP Mac OS X Ubuntu (32-bit) 10.4.8+ Hardy WIN Vista (x86 only) Heron (32- or 64-bit) http://developer.android.com/sdk/index.html
  • 16. Android SDK Android 1.5 Android 1.6 Android 2.0.1 Apr 2009 Dec 2009 Dec 2009 Major Release Minor Release Minor Release API Level: 3 API Level: 4 API Level: 6 Improve UI Expand Search Built-in Flash & Performance Camera Video Text-to-speech Search SMS Recording engine Stereo Bluetooth 2.1 GestureBuilder Bluetooth HTML5 Support Speech VPN 802.1x Recognition
  • 17. Palm SDK Palm OS SDK Palm WebOS SDK Windows Mobile SDK http://developer.palm.com
  • 18. iPhone SDK Screen Size iPhone iTouch One-Size (320x480)
  • 19. Nokia SDK Screen Sizes 84x48 240x320 128x128 360x640 176x208 120x160 Screen Width 1) Tiny 84, 96, 101, 128, 130, 132 2) Small 160, 176 3) Medium 208, 220, 240 4) Large 320, 360, 480
  • 20. Android SDK Screen Sizes Android 1.5 & Android 1.6+ Earlier Large One-Size Normal Small HVGA (320x480) 3.2” screen High (hdpi) Medium (mdpi) Low (ldpi)
  • 21. Android SDK Tools SDK Tools, Revision 4 “layoutopt” = command-line tool analyzes hierarchies and inform you of ineffciencies and potential issues on your layout files
  • 22. Audio-Driven Mobile App iPhone $$$$$ Nokia $$$ BlackBerry $ Android $ Palm $
  • 23. Audio-Driven Mobile App iPhone 5 Audio Frameworks Nokia 1 Audio Framework BlackBerry 1 Audio Framework Android 1 Audio Framework Palm 1 Audio Framework
  • 24. iPhone SDK Audio 1) Media Player Framework 2) AV Foundation Framework 3) Audio Toolbox Framework 4) Audio Unit Framework 5) OpenAL Framework
  • 25. Android SDK Audio 1) From a raw resource 2) From a file 3) From an available network Play back audio data to standard output device Device Speaker Audio Bluebooth Headset
  • 26. Android SDK Audio 1) From a raw resource MediaPlayer mp = MediaPlayer.create(context, R.raw.sound_file_1); mp.start(); 2 & 3) From a file or stream MediaPlayer mp = new MediaPlayer(); mp.setDataSource(PATH_TO_FILE); mp.prepare(); mp.start();
  • 27. Android SDK Audio Audio/Video Playback: MediaPlayer MediaPlayer mp = new MediaPlayer(); mp.prepare(); mp.start(); mp.pause(); mp.stop(); Audio Capture: MediaRecorder recorder = new MediaRecorder(); recorder.prepare(); recorder.start(); recorder.stop(); recorder.release();
  • 28. Android SDK Audio / Video / Image Formats
  • 29. Approval Process Based on approvals process for iPhone applications, in a filing to the US Federal Communications Commission (FCC) in 2009 95% apps are approved within 14 days of submission Apple has 40 Full Time trained reviewers studying 8,500 new apps a week 20% “not approved as original submitted” but sent back to developer for tweaks & changes http://www.mobile-ent.biz/news/34116/Apple-reveals-some-details-about-App- Store-approval-process
  • 30. Controversial Apps Based on approvals process for iPhone applications, in a filing to the US Federal Communications Commission (FCC) in 2009 “established an App Store executive review board that determines procedures and sets policy for the review process, as well as reviews applications that are escalated to the board because they raise new or complex issues.” The board meets once a week. http://www.mobile-ent.biz/news/34116/Apple-reveals-some-details-about-App- Store-approval-process
  • 31. Do Not DO NOT use Copy-Right Materials (Image, Audio, etc) DO NOT use License Materials unless you have written documents to prove your ownership DO NOT use any Brand or Trademark names DO NOT use any images too similar to iphone system icons DO NOT submit app with warnings & errors DO NOT treat Apple Review Team as QA
  • 32. Debug & Audit Test your app in both iPhone Simulator & Device Test your app in both iTouch & iPhone 50% users are on iTouch No Warning Console No Error Xcode Device
  • 33. 1st / 2nd App Sound Tricroder & Doctor Tricorder 1st iPhone SDK Trekkie from TV to Movies Star Trek Movie Release in May Loyal Star Trek Fans Worldwide Tricorders in App Store Suck Poor Interface Old Generation Tricorder Few Low-quality Sound Barely Any Animations Entertainment Only
  • 34. My Story When plan fails adjust positioning & strategy on the fly In Review 3 months Instead of crying Or beating up Apple iPhone Review Team Convert my anger & frustration to create new app 2 months wait Shorten Development Not related to Cycle & Release Early technical issues
  • 35. Product Definition Solve a sticky problem Create your own niche Create new market
  • 36. Product Definition Solve a sticky problem Apple won’t approve SDK app that is similar to web Create your own niche app Create new market Apple won’t approve your app if it is similar to existing app in App Store Apple won’t approve your app if it doesn’t have enough features
  • 37. Design Rules Keep it Simple Make it Fun Design for Dummies Use interesting images No Guessing Use movements Picture worths thousand words Engage users Do One Thing Really Well Less Touch = Clicks Fewer Screens = Page Load Fast Loading Lower Latency
  • 38. Product Definition Dancing Series - Use Accelerometer Interests Target Strengths Want anyone without music I love music training can play I play music for years It is more entertaining and engaging to design app I love dancing involved movement I love design Music is universal with no language barrier All age groups All genders
  • 39. Product Strategy Dancing Series Music Band Dancing Piano Dancing Drum Dancing Steel Drum Dancing Tambourine
  • 40. Competition: Leading Drum Apps in Top 100 Drum Kit DigitDrummer $1.99 / Free $0.99 / Free Volume Control No Volume Control (Flip View) Pay $1.99 Extra Recording Recording
  • 41. Marketing Positioning: Competitive Differentiation 1st Drum App uses Dancing Drum $0.99 Accelerometer Volume Control - Same View Brighter Cheerful More Sound Touch Play Motion Play Casual Play - All Ages Accelerometer > Record
  • 42. Drum Kit DigitDrummer Dancing Drum 6 Drums 5 Cymbals 4 Drums 4 Cymbals 5 Drums 6 Cymbals + 5 Extra DigiDrummer Lite Free Rank: 14 Dancing Drum $0.99 Rank: 1495 Drum Kit Lite Free Rank: 12 DigiDrummer Micro $0.99 Rank: 485 Drum $1.99 Rank: 55 DigiDrummer $0.99 Rank: 62 2.2 Versions 1.0 Versions 2.6 Versions 1.1 Versions 54266 ratings 0 ratings 3035 ratings 18207 ratings 1.7 Versions 3.3 Versions 1212 ratings 2904 ratings Data from Moblix 6/22/09
  • 43. DEMO Rank within Top 100 Rank: 1495 DigitDrummer Dancing Drum Drum Kit
  • 45. Music Artist 50 cent http://www.50soundlab.com/
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  • 51. Music Artist Lady Gaga http://www.youtube.com/watch?v=n5ZCHKvHYRU
  • 52. App Review Tap Tap Revenge Lady Gaga iPhone App http://www.youtube.com/watch?v=JrJbDHH7rcQ
  • 54.
  • 55. Questions & Answers