Open Source Technologies: Powering the Mobile Experience the AOL Perspective

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Open Source Technologies Powering the Mobile
Experience the AOL Perspective

• Jai Jaisimha
• Vice President, Mobile Product and Technology
  Development
• AOL, LLC
• March 12, 2008

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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

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But Not Your Parents AOL

• Number 1 Instant Messaging Service 1.7 billion
  IMs / day
• Number 1 third-party display advertising network
• Top 3 online network 114MM uniques
• Top 3 online advertising company

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The Mobile Expression of AOL
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AOL and the Developer Community Today
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AOL and the Open Developer Community Today
http//dev.aol.com

• IDENTITY
• OpenAuth
• MAPPING
• Mapquest
• MESSAGING
• OMA Wireless Village (IMPS)
• Open Aim
• Web AIM -
• Userplane Webchat Messenger
• AIM Call in Out     

• MEDIA
• Truveo
• WINAMP
• Video Upload
• Open XDrive
• AOL Pictures
• COMMUNITY
• Blog Atom
• Mail
• Goowy

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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
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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

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AOL Open Mobile Platform
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Open Platforms for Mobile A Developers 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

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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
• AOLs Platform A available as an optional
  monetization mechanism

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AOL Open Mobile Platform How it Works
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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)
• Allows user to define an applications user
  interface in an OS/platform agnostic fashion
• Lightweight OS/platform specific client
• Renders MML on a specific device
• Application server
• Allows user to build application specific
  business logic
• Provides standard services required by all
  applications

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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

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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
• Mmetrics 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

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AOL Open Mobile Platform

• Dramatically reduced application development time
  and costs
• No Porting Time or Cost
• 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

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AOL Open Mobile Platform Architecture
OMP Client Presentation Layer, Connected
Services, Component Interface, Markup Interface
OMP Services Login/Authentication, Messaging,
Data Feeds, Tracking, Dynamic Authoring,
Publishing Interfaces
OEM Interface Functionality
Native Services Data Base, Monitoring, Logging,
File System
BREW Run Time/ Java Virtual Machine
Native Real Time Operating System
J2EE Tomcat Server
Device Layer
Load Balanced Apache Web Server
Server Side
Client Side
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Creating an AOL Open Mobile Platform Application
Server Components
Client Application
Implement Business logic As J2EE Servlet
Design App UI
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
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AOL Open Mobile Platform Apps How they work
Server Components
Client Application
Client Application
Server packages device profile specific response
Client retrieves and renders response
Launch App w/ OMP Client
Server applies Biz Logic Retrieves Content
Client Renders App MML
User selects Content to Retrieve
Request Sent To Servlet on AOL OMP Server
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AOL Open Mobile Platform Business and Licensing
Considerations
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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.

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AOLs Platform A Monetizing your Application
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Mobile Advertising
Source Nielsen/Telephia July 2007
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Platform A TSM Network The 1 Network in North
America for reaching your audience

• 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

The worlds premier advertising network of mobile
content publishers
Source Nielsen/Telephia 2007 July Internet
Report
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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!

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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/openmobi
  le and register
• AOL is working with select developers to gather
  early feedback on pre-release versions of the SDK