Monday, May 19, 2003
Bring Your Application to the Mobile Market
Posted by Andy Sjostrom in "DEVELOPER" @ 10:00 AM
Microsoft recently launched a developer program called Mobile2Market. The program intends to assist independent software vendors (ISVs) and developers in getting their Windows Powered Pocket PC and Smartphone software into the market as quickly and efficiently as possible, and mobile operators in ensuring that software has passed baseline testing requirements. The program mainly touches on two important aspects: software quality assurance and marketing. I have taken a good look at what the program is all about and would like to share some thoughts about it.
What Is Mobile2Market?
Mobile2Market is a developer program that both assists ISVs in achieving a high level of software quality and helps them distribute their applications to the market by connecting them to mobile operators and retailers. The software quality aspect of the program is addressed through a logo certification process. The certification process is necessary in order to get the software into Mobile2Market’s Mobile Application Catalog and more easily get mobile operators' stamp of approval. The process is simple and straight-forward:
First, the ISV builds the Pocket PC and/or Smartphone software. The latest Software Development Kits (SDKs) are free and can be downloaded from the Mobile2Market site. In order to achieve a logo certification, the ISV can get crucial software development guidelines in the Designed for Windows for Smartphone Handbook and Designed for Windows for Pocket PC Handbook. The ISV can also order a Smartphone Developer Kit which contains a pre-commercial device. Ordering the kit is not a necessary step to development but does enhance the development experience by providing testing and deployment capabilities on an actual device.
Second, to get the software certified, the ISV submits the software to a third party official Mobile2Market testing partner - for example QualityLogic and Wipro.
Third, the ISV can market the software to mobile operators worldwide by submitting them to Mobile2Market's Mobile Application Catalog. Also, the ISV can use the "Designed for" logotypes to promote the certified applications on Web sites, retail packaging and other marketing materials.
That was the brief overview which you also can find here. Let’s move on!
Software Quality
Mobile2Market is, through the logo certification process, mainly about software quality. In the art of software development the term “software quality” is extremely important. Software quality is about how well software meets the needs and requirements of the user, both internally and externally. External aspects include things like the feature set, user interface, robustness, performance, fault tolerance, and so on. Internal aspects include code readability, reusability, and portability, etc. To achieve and retain a high level of software quality, many companies and organizations rely more or less only on testing. However, the fact is that many studies have shown that testing by itself is not the most efficient method of addressing problems and defects. Instead, it is important to use many different techniques and development support mechanisms. The fundamental truth about software quality and defects is that the cheapest defect to fix is the one that never occurred, especially when compared to defects already distributed to customers. This is true also and in particular in a mobile market setting.
Major software quality assurance measures that application developers need to take include:
• Defining a functional architecture with clear mapping between features and key performance indicators and critical success factors
• Designing solid system and application blueprints
• Setting internal (code) and external (what the user sees) software quality objectives early in the project
• Setting software development guidelines such as coding practices and user interface standards
• Getting formal design reviews in place
• Carrying out formal and informal design and code inspections
• Getting structured, thorough testing processes in place
Joining the Mobile2Market developer program does not automatically increase the quality of the ISV’s software, but it certainly assists the ISV in getting some of these measures in place. For example, the Designed for Windows for Smartphone Handbook and Designed for Windows for Pocket PC Handbook contain several important development guidelines such as: Install/Un-install Requirements, System Requirements, User Interface Requirements, and so on. The "Designed for..."-handbooks also help ISVs address several mobile operator testing requirements in advance. The logo certification process also involves a degree of third party testing in which critical defects can be found.
The Market is…the Market
The mobile market is interesting to observe. There are so many different roles that different companies play: hardware manufacturers, device makers, platform and development tools makers, mobile network operators, mobile network hardware manufacturers, independent software vendors, retailers, online software distribution companies, and many different kinds of customers. For anyone who wants to enter the market, it is very important to have an understanding about how it works and why. Microsoft has, for some time, called the mobile market, an “ecosystem”. Perhaps the reason is that it is, like not many other markets, very dynamic and changing rapidly.
I have been a developer for many years, so I often look at the market from a developer’s perspective. The key question for a developer is how to offer and deliver either services or products to the market as efficiently as possible. A couple of years ago, I wrote an article on the subject called "Get Paid for Your Next Application". The focus of that article is to explain how easy it is to develop, sell and distribute Pocket PC applications over the Internet. When I go back and re-read the article, an obvious question is: What has changed? I have the same tools, the Internet and online software distribution companies such as Handango. Why do I need Mobile2Market?
For quite a few historical as well as current reasons, the operators have played a significant role in the mobile market. Over the last few years, I have participated actively in the debates surrounding operators. While their disastrous Wireless Application Protocol (WAP) efforts and the more recent “Mobile Internet” propaganda misses the real Internet target, it is obvious that they, as a group, do think hard about how to bring mobile devices and wireless connectivity to their customers. The operators have active relationships, from a financial point of view often subscription based, with their customers and they play a significant role throughout the value chain. Personally, I can have a philosophical opinion about what role I would like the operator to have (which by the way is taking care of the infrastructure and being a bit pipe), but I realize that my personal opinion does not have any impact on reality or the mobile market. The reality is that operators play an important role, and the market is the market. So, from a mobile operator point of view, they are seeking rich, certified applications to minimize customer-care costs and maximize the user experience. Mobile2Market’s Mobile Application Catalog gives mobile operators a mechanism for identifying applications that meet their business needs.
From Microsoft’s perspective, they both want to make it easy for ISVs to reach customers with applications and they need someone to carry mobile devices running on Microsoft platforms to a mass market. The answer to both of these goals is found in the operator which is why Mobile2Market exists.
The Mobile2Market Discussion
There is an ongoing discussion in the online community regarding the Mobile2Market developer program. Some critics suggest that Mobile2Market prevents software developers from bringing applications to the market because of the certification process and the fact that it is not free. In my opinion, that is not true. The Mobile2Market does not prevent anyone from developing or distributing applications, instead it adds a new process that can be used to increase the quality of the software and to bring the software to market more efficiently. I do have a level of understanding, however, of the criticism against operators that force devices to be locked, to require a digital signature for each application that the user wants to install on the device and that generally try to play a role which is slightly too large in my opinion (which, again, does not change reality). The Mobile2Market discussion should more appropriately deal with these aspects of the “ecosystem”, because Mobile2Market is designed the way it is because of reality.
The comment regarding Mobile2Market and its pricing, for which I have a higher level of understanding, involves the fact that it requires separate testing fees for each language the application is deployed in. Although discounts on multiple tests do exist, I believe this can be a problem for smaller ISVs, but I believe we will see the Mobile2Market developer program change over time for many reasons – one being that reality changes.
Conclusion
Mobile2Market helps increase software quality and connects ISVs with customers through the logo certification process. The Mobile Application Catalog speeds up ISV’s time-to-market, gives mobile operators confidence in the functionality and compatibility of logo-certified mobile applications and promotes Windows Powered applications to mobile operators and retailers worldwide. I will end this article the same way I finished the article "Get Paid for Your Next Application": "The renowned Pocket PC developer and personality Larry Roof at Tonked.com once wrote a brilliant article called "Independence Day." Larry started by saying: "On this Independence Day, I thought it fitting that I give you a peek at true independence—the life of the independent developer." Larry continues: "Think about it, no more team building exercises. No more status reports. No more update meetings. No more brain-dead assignments. After all, just how exited can one get tweaking report formats all day? You get to build the applications that truly interest you. The resulting apps, whether good or bad, are all yours. There is nothing more satisfying than that when it comes to our occupation, or for that matter, any occupation."
If you would like to start a new life as an independent developer or just get that product of yours out the door, the Smartphone and Pocket PC community is just waiting to welcome your next application. Go for it!
What Is Mobile2Market?
Mobile2Market is a developer program that both assists ISVs in achieving a high level of software quality and helps them distribute their applications to the market by connecting them to mobile operators and retailers. The software quality aspect of the program is addressed through a logo certification process. The certification process is necessary in order to get the software into Mobile2Market’s Mobile Application Catalog and more easily get mobile operators' stamp of approval. The process is simple and straight-forward:
First, the ISV builds the Pocket PC and/or Smartphone software. The latest Software Development Kits (SDKs) are free and can be downloaded from the Mobile2Market site. In order to achieve a logo certification, the ISV can get crucial software development guidelines in the Designed for Windows for Smartphone Handbook and Designed for Windows for Pocket PC Handbook. The ISV can also order a Smartphone Developer Kit which contains a pre-commercial device. Ordering the kit is not a necessary step to development but does enhance the development experience by providing testing and deployment capabilities on an actual device.
Second, to get the software certified, the ISV submits the software to a third party official Mobile2Market testing partner - for example QualityLogic and Wipro.
Third, the ISV can market the software to mobile operators worldwide by submitting them to Mobile2Market's Mobile Application Catalog. Also, the ISV can use the "Designed for" logotypes to promote the certified applications on Web sites, retail packaging and other marketing materials.
That was the brief overview which you also can find here. Let’s move on!
Software Quality
Mobile2Market is, through the logo certification process, mainly about software quality. In the art of software development the term “software quality” is extremely important. Software quality is about how well software meets the needs and requirements of the user, both internally and externally. External aspects include things like the feature set, user interface, robustness, performance, fault tolerance, and so on. Internal aspects include code readability, reusability, and portability, etc. To achieve and retain a high level of software quality, many companies and organizations rely more or less only on testing. However, the fact is that many studies have shown that testing by itself is not the most efficient method of addressing problems and defects. Instead, it is important to use many different techniques and development support mechanisms. The fundamental truth about software quality and defects is that the cheapest defect to fix is the one that never occurred, especially when compared to defects already distributed to customers. This is true also and in particular in a mobile market setting.
Major software quality assurance measures that application developers need to take include:
• Defining a functional architecture with clear mapping between features and key performance indicators and critical success factors
• Designing solid system and application blueprints
• Setting internal (code) and external (what the user sees) software quality objectives early in the project
• Setting software development guidelines such as coding practices and user interface standards
• Getting formal design reviews in place
• Carrying out formal and informal design and code inspections
• Getting structured, thorough testing processes in place
Joining the Mobile2Market developer program does not automatically increase the quality of the ISV’s software, but it certainly assists the ISV in getting some of these measures in place. For example, the Designed for Windows for Smartphone Handbook and Designed for Windows for Pocket PC Handbook contain several important development guidelines such as: Install/Un-install Requirements, System Requirements, User Interface Requirements, and so on. The "Designed for..."-handbooks also help ISVs address several mobile operator testing requirements in advance. The logo certification process also involves a degree of third party testing in which critical defects can be found.
The Market is…the Market
The mobile market is interesting to observe. There are so many different roles that different companies play: hardware manufacturers, device makers, platform and development tools makers, mobile network operators, mobile network hardware manufacturers, independent software vendors, retailers, online software distribution companies, and many different kinds of customers. For anyone who wants to enter the market, it is very important to have an understanding about how it works and why. Microsoft has, for some time, called the mobile market, an “ecosystem”. Perhaps the reason is that it is, like not many other markets, very dynamic and changing rapidly.
I have been a developer for many years, so I often look at the market from a developer’s perspective. The key question for a developer is how to offer and deliver either services or products to the market as efficiently as possible. A couple of years ago, I wrote an article on the subject called "Get Paid for Your Next Application". The focus of that article is to explain how easy it is to develop, sell and distribute Pocket PC applications over the Internet. When I go back and re-read the article, an obvious question is: What has changed? I have the same tools, the Internet and online software distribution companies such as Handango. Why do I need Mobile2Market?
For quite a few historical as well as current reasons, the operators have played a significant role in the mobile market. Over the last few years, I have participated actively in the debates surrounding operators. While their disastrous Wireless Application Protocol (WAP) efforts and the more recent “Mobile Internet” propaganda misses the real Internet target, it is obvious that they, as a group, do think hard about how to bring mobile devices and wireless connectivity to their customers. The operators have active relationships, from a financial point of view often subscription based, with their customers and they play a significant role throughout the value chain. Personally, I can have a philosophical opinion about what role I would like the operator to have (which by the way is taking care of the infrastructure and being a bit pipe), but I realize that my personal opinion does not have any impact on reality or the mobile market. The reality is that operators play an important role, and the market is the market. So, from a mobile operator point of view, they are seeking rich, certified applications to minimize customer-care costs and maximize the user experience. Mobile2Market’s Mobile Application Catalog gives mobile operators a mechanism for identifying applications that meet their business needs.
From Microsoft’s perspective, they both want to make it easy for ISVs to reach customers with applications and they need someone to carry mobile devices running on Microsoft platforms to a mass market. The answer to both of these goals is found in the operator which is why Mobile2Market exists.
The Mobile2Market Discussion
There is an ongoing discussion in the online community regarding the Mobile2Market developer program. Some critics suggest that Mobile2Market prevents software developers from bringing applications to the market because of the certification process and the fact that it is not free. In my opinion, that is not true. The Mobile2Market does not prevent anyone from developing or distributing applications, instead it adds a new process that can be used to increase the quality of the software and to bring the software to market more efficiently. I do have a level of understanding, however, of the criticism against operators that force devices to be locked, to require a digital signature for each application that the user wants to install on the device and that generally try to play a role which is slightly too large in my opinion (which, again, does not change reality). The Mobile2Market discussion should more appropriately deal with these aspects of the “ecosystem”, because Mobile2Market is designed the way it is because of reality.
The comment regarding Mobile2Market and its pricing, for which I have a higher level of understanding, involves the fact that it requires separate testing fees for each language the application is deployed in. Although discounts on multiple tests do exist, I believe this can be a problem for smaller ISVs, but I believe we will see the Mobile2Market developer program change over time for many reasons – one being that reality changes.
Conclusion
Mobile2Market helps increase software quality and connects ISVs with customers through the logo certification process. The Mobile Application Catalog speeds up ISV’s time-to-market, gives mobile operators confidence in the functionality and compatibility of logo-certified mobile applications and promotes Windows Powered applications to mobile operators and retailers worldwide. I will end this article the same way I finished the article "Get Paid for Your Next Application": "The renowned Pocket PC developer and personality Larry Roof at Tonked.com once wrote a brilliant article called "Independence Day." Larry started by saying: "On this Independence Day, I thought it fitting that I give you a peek at true independence—the life of the independent developer." Larry continues: "Think about it, no more team building exercises. No more status reports. No more update meetings. No more brain-dead assignments. After all, just how exited can one get tweaking report formats all day? You get to build the applications that truly interest you. The resulting apps, whether good or bad, are all yours. There is nothing more satisfying than that when it comes to our occupation, or for that matter, any occupation."
If you would like to start a new life as an independent developer or just get that product of yours out the door, the Smartphone and Pocket PC community is just waiting to welcome your next application. Go for it!
