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

Content • Part I: Introduction • Nokia Technology Platforms • Nokia SW Platforms • Content • Part I: Introduction • Nokia Technology Platforms • Nokia SW Platforms • Nokia S 60 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. 2 © 2005 Nokia

Part I Introduction 3 © 2005 Nokia Part I Introduction 3 © 2005 Nokia

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

“Technology Platforms” Terminology definition in Nokia and this presentation context Mobile Phones BG Nokia “Technology Platforms” Terminology definition in Nokia and this presentation context Mobile Phones BG Nokia S 40 SW platform Enterprise Solutions BG Nokia S 30 SW platform Multimedia Nokia S 80 SW platform BG Nokia external S 60 device vendors Nokia Symbian Product Platform (SPP) Nokia S 60 SW platform Symbian OS platform Nokia chipset platform 5 © 2005 Nokia

Nokia Software Platforms • Series 30 is the lowest-cost platform, designed for entrylevel mobile Nokia Software Platforms • Series 30 is the lowest-cost platform, designed for entrylevel mobile phones that feature voice and basic messaging functionalities • Series 40 is a versatile, efficient and highly costeffective feature phone platform, particularly suited for the mobile phone product range • S 60 platform is the world's leading rich smartphone software platform, available for OEM licensing • Series 80 is a high-end software platform optimized for enterprise Communicators and smartphones, enabling a twohand operated QWERTY keyboard and a wide screen 6 © 2005 Nokia

S 60 is one of the Nokia responses into mobile device market horizontalisation evolution S 60 is one of the Nokia responses into mobile device market horizontalisation evolution Likely market evolution Platform fragmentation 7 © 2005 Nokia External monopoly Platform fragmentation Platform x Non. Nokia devices Platform oligopoly Nokia response Platform y Nokia platform Platform oligopoly Platform x Nokia platform Platform y Nokia platform Nokia plat-form Platform duopoly Platform x Nokia platform

S 60 Device domain competition good – promotion of whole smart phone industry growth S 60 Device domain competition good – promotion of whole smart phone industry growth Device vendor news D 720 D 730 25 M X 700 X 800 N 90 N 70 N 91 X 2 8 © 2005 Nokia P 930

S 60 needs to create value for several mobile industry stakeholders Operators control the S 60 needs to create value for several mobile industry stakeholders Operators control the channel Main players: • Vodafone • France Telecom/Orange • Cingular • Do. Co. Mo • China Mobile • T-Mobile • Verizon • Sprint • CDMA operators 9 © 2005 Nokia Developers innovate 400+ Forum Nokia PRO member companies 2 million+ forum. nokia. com registered developers. End-users make the buy-decision

S 60 platform product content – 2005 definition • S 60 platform Application Suite S 60 platform product content – 2005 definition • S 60 platform Application Suite - an extensive set of ready-made applications such as Telephony, Messaging, Browser, Calendar, Phonebook, Instant Messaging and Presence, etc. • S 60 platform Common TSY - the Telephony provider module for the S 60 platform. • S 60 platform Common UI components - a framework for creating S 60 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 S 60 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 S 60 platform UI. • OEM Adaptation Kit (OAK) - a software development environment with application programming interfaces to S 60 platform source code. Includes build tools, testing tools and documentation to help integrate the S 60 platform into vendor-specific terminal hardware and software, and to create new applications for the S 60 platform. • S 60 platform Development Kit (SDK) - a public SDK targeted at third party application developers who are implementing applications for S 60 platform products. • Documentation - Detailed documentation describing S 60 platform, including architecture documents, user interface specifications, design specifications, API specifications, etc. + Supporting services. Own and partners. Different cost model. 10 © 2005 Nokia

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

Scope of Nokia Symbian Product Platforms Unit • A Nokia Technology Platforms Unit with Scope of Nokia Symbian Product Platforms Unit • A Nokia Technology Platforms Unit with specific mission to support Nokia S 60 device businesses. • Responsibilities: • Development and management of Nokia S 60 adaptation SW asset. • Development of Nokia S 60 differentiation applications. • HW development in case of Nokia S 60 device chip-architecture. • Definition, verification, testing and delivery of total S 60 device configurations into Nokia Business Groups. • SPP products = deliverables: • S 60 differentiation applications. • Symbian Product Platform releases, consists of: • S 60 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. 12 © 2005 Nokia

BG Symbian Product Platforms Organisation and Deliverable Structure TAPM Architecture and system design release BG Symbian Product Platforms Organisation and Deliverable Structure TAPM Architecture and system design release NSS = Differentiating Nokia S 60 applications = Investment in Product Platform and configuration definition & Platform PC Suite Core SW = Integra tion Verific ation Delivery S 60 adaptation SW asset development HW = HW development for 2 -chip architecture platforms Releases = Requirement Mgt = Investment in one Platform productization and maintenance set of R&D information management HW modules and chipset portfolio planning S 60 product management On-top of platform additions Platform Mgt and definition HW modules for SPP configuration. Platform development S 60 release for SPP configuration Platform productization: integration, verification and delivery 13 © 2005 Nokia

Value of the Symbian Product Platform for Nokia device business • Cost efficiency (R&D 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 S 60 platform promise: • Application developer and customer support. • Error corrections. • Operator specific variants without compromising core platform. • Centralized maintenance point of existing S 60 product platforms • Opportunity to create new S 60 products by productization of the old functional platform e. g. by new product mechanics. 14 © 2005 Nokia

Intent of Symbian Product Platform Configuration Planning and Product management • Minimise time to Intent of Symbian Product Platform Configuration Planning and Product management • Minimise time to market by proactive configurability definition • S 60 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 Product differentiation Platform configuration definition Platform Integration Tech area x Tech area y and re-usable SW modules definition. Tech area z 15 © 2005 Nokia Tech area z

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

Collaborative product management: what & when • Understand value and end-to-end maturity per functionality: Collaborative product management: what & when • Understand value and end-to-end maturity per functionality: Operators, developers and end-users. • Business group product plans and concepts. • S 60 strategy and S 60 product management. • Symbian OS releases product management. • Industry: standardization, IPR game, media and content format game players. • Technology suppliers. Operators control the channel Main players: • Vodafone • France Telecom/Orange • Cingular • Do. Co. Mo • China Mobile • T-Mobile • Verizon • Sprint • CDMA operators 17 © 2005 Nokia Developers innovate 400+ Forum Nokia PRO member companies 2 million+ forum. nokia. com registered developers. End-users make the buy-decision

Optimal focus on different lifecycle phases for maximum business benefits • Platform lifecycle management 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 longterm development options under definition, conscious and timely decisions about new adaptation asset development and integration phase R&D investment. 18 © 2005 Nokia

Platform vs product differentiator - decisions • Continuous functionality level decisions: into platform or 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. 19 © 2005 Nokia

Finding the right balance: Platform strategy setting vs Platform architecture maturity xxx. M 2005 Finding the right balance: Platform strategy setting vs Platform architecture maturity xxx. M 2005 • “SW platform business”, innovation and volumes 1996 • UI concept 2001 -2002 • “Neutralize MS” • First device vendors signed x. M 2001 1996 … 20 © 2005 Nokia 2003 -2004 • “Thick sw strategy” • Several products shipping 2002 xx. M 2003 2004 2005 2006 2007

Portfolio aspect in platform product management • Dependencies between releases • Negative opportunity costs. 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 S 60 devices to be built on top the platform, need of different S 60 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 S 60 into lower price points and volumes. • -> Visibility into R&D investment and business contribution per tier. • S 60 product platform consistency to keep developer and compatibility promise throughout S 60 devices • -> Agree and guarantee minimum level application performance • -> consistency of APIs. 21 © 2005 Nokia