Open Source Technologies: Powering the Mobile Experience – the AOL Perspective Jai Jaisimha Vice President, Mobile Product and Technology Development AOL, LLC March 12, 2008 1 AOL 20+ years – Around The Block • • • • 1985 – First online service provider for consumers 1989 – First consumer instant-messaging service … AOL Services – – – – – – – • AOL email AOL Video AOL Radio (XM) AOL Games AOL Search (enhancing Google) AOL Shopping AOL CityGuide … 2 But Not Your Parents’ AOL… • Number 1 Instant Messaging Service – 1.7 billion IMs / day Number 1 thirdparty display advertising network • • Top 3 online network – 114MM uniques Top 3 online advertising company • 3 The Mobile “Expression” of AOL • Search • Web Mail • AOL.com • myAOL • Shopping • MyMobile • TXT AIM • mobile.aol.com 246246 Status Using AIM for TXT is easy. 4 AOL and the Developer Community Today 5 AOL and the Open Developer Community Today http://dev.aol.com • IDENTITY – OpenAuth – Mapquest MESSAGING • MEDIA • MAPPING – Truveo – WINAMP – Video Upload – Open XDrive – AOL Pictures • – OMA Wireless Village (IMPS) – Open Aim – Web AIM – Userplane Webchat & Messenger – AIM Call in & Out • COMMUNITY – Blog Atom – Mail – Goowy 6 Introducing Open AIM 2.0  Affords the developer community the creative freedom to access the AIM instant messaging network with unprecedented ease and integration of AIM into their web sites and applications  Open AIM 2.0 now offers free SDKs and APIs that support third-party chat services, as well as instant messaging applications designed for mobile, enterprise, and international use  Open AIM will give participants an easy way to generate income through AIM Money, a new advertising revenue sharing platform Find more about Open AIM online at: http://open.aim.com 7 7 AOL and the TopCoder Community • • • • AOL and TopCoder announced partnership on March 4, 2008 TopCoder is a community of 140,000+ developers worldwide TopCoder community will work with AOL to develop applications and contribute to the Open Mobile Platform TopCoder methodology • Uses competitions and contests to identify top developers – primarily for recognition • Top developers work on design and development component competitions for money • AOL is a sponsor of the TopCoder Open in Las Vegas in May – AOL will announce a suite of Open Mobile Competitions 8 AOL Open Mobile Platform 9 “Open” Platforms for Mobile – A Developer’s Bill of Rights • • Open to run on any OS • Should not be tied to any device platform Open to run on any device – low to high end • Should work with the devices users have today • Open access to technology • Developers must have the control and flexibility to modify any aspect of the technology Open to use any service • Developers should be able to build any application using content/services from any source Open to any way of developer making money • Developers should be able to sell, lease, rent, ad supported applications and deliver them to users either standalone or as part of another application 10 • • AOL Open Mobile Platform – Delivering on the Developer Bill of Rights • • Open to run on any OS • Support for Java, BREW, Windows Mobile, Symbian, Linux and others Open to run on any device – low to high end • Feature phones, smart phones, high-end smart phones, mobile internet devices Open access to technology • Full source code availability, free of cost Open to use any service • Content can come from any service provider • AOL content services available as an optional component Open to any way of developer making money • Applications can be delivered directly to consumers by developer using any business model • AOL’s Platform A available as an optional monetization mechanism 11 • • • AOL Open Mobile Platform – How it Works 12 AOL Open Mobile Platform • • Based on technology acquired from Airmedia in 2007 Announced on February 11, 2008 at Mobile World Congress in Barcelona • Three main components • XML based UI mark-up language – MML (Mobile Markup Language) • Lightweight OS/platform specific client – Renders MML on a specific device – Allows user to define an applications user interface in an OS/platform agnostic fashion • Application server – Allows user to build application specific business logic – Provides standard services required by all applications 13 Approaches to Mobile Client Development • Native clients – use native OS APIs to support client • Pros: Optimized functionality for each handset platform • Cons: High marginal cost to support a handset, all features require native code Enhanced browsers – use XML based markup language with proprietary browser • Pros: Thin client foot print, low cost to support a handset, significant improvement over WAP experience • Cons: Device specific experiences/optimizations may require native code • 14 Challenges in Mobile for Media Companies Increasing Development Time and Costs – Time to market increasing: > 8 months to deployment and > $1M – Multiple code bases to manage across multiple products Porting costs 60-80% of project costs and increasing – Feature modifications difficult to make to deployed applications – M:metrics reports more than 1000 handsets in use in North America Integrating network services between Online and Mobile – Need sophisticated services between online interfaces and mobile – Real-time data feeds that are connected, reformatted and optimized for mobile delivery and view 15 AOL Open Mobile Platform Dramatically reduced application development time and costs No Porting Time or Cost AOL Open Platform manages 1 code base Works across a wide array of handsets Online and network services integrated with Mobile services Content Management and Publishing Controls License on-deck, off-deck, pre-set 16 AOL Open Mobile Platform Architecture OEM Interface & Functionality OMP Client Presentation Layer, Connected Services, Component Interface, Markup Interface BREW Run Time/ Java Virtual Machine Native Real Time Operating System Device Layer Native Services: Data Base, Monitoring, Logging, File System OMP Services: Login/Authentication, Messaging, Data Feeds, Tracking, Dynamic Authoring, Publishing Interfaces J2EE Tomcat Server Load Balanced Apache Web Server Client Side Server Side 17 Creating an AOL Open Mobile Platform Application Client Application Design App UI Server Components Implement Business logic As J2EE Servlet Create MML From UI Design Deploy Servlet On AOL OMP Server Compile MML Into binary form Go to Market! Package MML With OMP Client Install App On Phone 18 AOL Open Mobile Platform Apps – How they work Client Application Launch App w/ OMP Client Server Components Server packages device profile specific response Client Application Client retrieves and renders response Client Renders App MML Server applies Biz Logic & Retrieves Content User selects Content to Retrieve Request Sent To Servlet on AOL OMP Server 19 AOL Open Mobile Platform – Business and Licensing Considerations 20 Announcing – the AOL Open Mobile Platform License • Apache 2.0 License • Provides developers with a license to download, use, modify, and distribute the software; • Provides a license to use any patents that AOL owns and are infringed by the software; • Does not require a developer to distribute the source code for any modifications with the binary of the modified code; • Does not require a developer to submit the source code to AOL; • Allows for a developer to apply to any modifications or the original code plus any modifications; • Allows a developer to charge for any modifications; and • Disclaims all warranties and liabilities for damages arising from the use of the software. 21 AOL’s Platform A – Monetizing your Application 22 Mobile Advertising Mobile Web Advertising (WAP) 32MM Users Video (Streaming/Pre-Roll) 4.7MM Users SMS / MMS (Text Messaging) 104MM Users Downloadable Applications (Java/Brew) 27.8MM Users Message: 1 Source: Nielsen/Telephia July 2007 23 Platform A TSM Network – The #1 Network in North America for reaching your audience The world’s premier advertising network of mobile content publishers • • • • • • • • • • • • • • 50% Mobile Internet reach in North America* 700,000,000 Monthly US Impressions Over 280 Publishers in network 25 Content channels Premium titles Largest On-Deck availability Advanced targeting capabilities Animated creative formats Click-to-call, video, data capture and more WAP, Video, Downloadable Apps & SMS/MMS Cross-Carrier campaigns Advanced analytics Expert campaign management and optimization Detailed measurement, optimization, & reporting *Source: Nielsen/Telephia 2007 July Internet Report 24 Your relationship with Platform A TSM • • • • You develop application You insert Platform A advertising into your application You distribute your application Platform A sales force sells advertising in your application • We send you a check! 25 Call to Action • • • AOL testing and documenting platform for release Expected release time frame = Summer 2008 To get more info go to http://dev.aol.com/openmobile and register • AOL is working with select developers to gather early feedback on pre-release versions of the SDK 26