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

1 © 2005 Nokia

Platform Product ManagementCase: Nokia Symbian Product Platforms

Lea LahtiNokia Technology Platforms/Symbian Product Platforms

Head of Platform Business Development

2 © 2005 Nokia

Content

• Part I: Introduction• Nokia Technology Platforms

• Nokia SW Platforms

• Nokia S60 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.

3 © 2005 Nokia

Part IIntroduction

4 © 2005 Nokia

Nokia Technology Platforms in Nokia organization

termimäärittely

5 © 2005 Nokia

“Technology Platforms”Terminology definition in Nokia and this presentation context

Nokia chipset platform

Mobile Phones BG

Nokia Symbian Product Platform (SPP)

Nokia S60 SW platform

Symbian OS platform

Enterprise Solutions BG

Multimedia

BG

Nokia external S60

device vendors

Nokia S40 SW

platform

Nokia S30

SW platform

Nokia S80 SW

platform

6 © 2005 Nokia

Nokia Software Platforms•Series 30 is the lowest-cost platform, designed for entry-level mobile phones that feature voice and basic messaging functionalities

•Series 40 is a versatile, efficient and highly cost-effective feature phone platform, particularly suited for the mobile phone product range

•S60 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 two-hand operated QWERTY keyboard and a wide screen

7 © 2005 Nokia

S60 is one of the Nokia responses into mobile device market horizontalisation evolution

Likely market evolution

Non-Nokia device

s

Nokia device

s

Platform fragmentatio

n

Platform oligopoly

External monopoly

Plat-form

y

Plat-form

xPlat-form

x

Nokia plat-form

Nokia plat-form

Nokia plat-form

Nokia response

Platform fragmentatio

n

Platform oligopoly

Nokia plat-form

Platform duopoly

Plat-form

y

Plat-form

x Plat-form

x

Nokia plat-form

Nokia plat-form

8 © 2005 Nokia

S60 Device domain competitiongood – promotion of whole smart phone industry growth

25M25M

Device vendor news

D720

D730

P930

X700X800

X2

N70

N91

N90

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Operators control thechannel

Main players: • Vodafone • France Telecom/Orange• Cingular• DoCoMo• China Mobile• T-Mobile• Verizon• Sprint• CDMA operators

S60 needs to create value for several mobile industry stakeholders

Developers innovate

400+ Forum Nokia PRO member companies

2 million+ forum.nokia.com registered developers.

End-users make the buy-decision

10 © 2005 Nokia

S60 platform product content – 2005 definition• S60 platform Application Suite - an extensive set of ready-made applications such as

Telephony, Messaging, Browser, Calendar, Phonebook, Instant Messaging and Presence, etc.

• S60 platform Common TSY - the Telephony provider module for the S60 platform. • S60 platform Common UI components - a framework for creating S60 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 S60 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 S60 platform UI.

• OEM Adaptation Kit (OAK) - a software development environment with application programming interfaces to S60 platform source code. Includes build tools, testing tools and documentation to help integrate the S60 platform into vendor-specific terminal hardware and software, and to create new applications for the S60 platform.

• S60 platform Development Kit (SDK) - a public SDK targeted at third party application developers who are implementing applications for S60 platform products.

• Documentation - Detailed documentation describing S60 platform, including architecture documents, user interface specifications, design specifications, API specifications, etc.

+ Supporting services. Own and partners. Different cost model.

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Part IINokia Symbian Product Platform mission

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Scope of Nokia Symbian Product Platforms Unit• A Nokia Technology Platforms Unit with specific mission to support Nokia S60

device businesses.• Responsibilities:

• Development and management of Nokia S60 adaptation SW asset.• Development of Nokia S60 differentiation applications.• HW development in case of Nokia S60 device chip-architecture.• Definition, verification, testing and delivery of total S60 device configurations into

Nokia Business Groups.• SPP products = deliverables:

• S60 differentiation applications.• Symbian Product Platform releases, consists of:

• S60 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.

13 © 2005 Nokia

Symbian Product Platforms Organisation and Deliverable Structure

HW modules for SPP configuration.

S60 release for SPP configuration

TAPM=

Investment in Product Platform and configuration definition &

Architecture and system design

HW modules and chipset

portfolio planning

S60 product management

NSS = Differentiating Nokia S60 applications

PC Suite

Requirement Mgt = Investment in one set of R&D information management

Platform Mgt and definition

Platform development

Platform productization: integration, verification and delivery

On-top of platform additions

Core SW =S60 adaptation SW asset development

HW =HW development for 2-chip architecture platforms

Releases =Platform productization and maintenance

Integration

Verification

Delivery

Platform

release

BG

14 © 2005 Nokia

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 S60 platform promise:

• Application developer and customer support.

• Error corrections.

• Operator specific variants without compromising core platform.

• Centralized maintenance point of existing S60 product platforms

• Opportunity to create new S60 products by productization of the old functional platform e.g. by new product mechanics.

15 © 2005 Nokia

Intent of Symbian Product Platform Configuration Planning and Product management• Minimise time to market by proactive configurability definition

• S60 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

and re-usable SW modules definition.

Platform configuration

definition

Platform Integrati

on

Tech area y

Tech area x

Tech area z

Tech area z

Product differentiation

16 © 2005 Nokia

Part IIICase: Nokia Symbian Product Platform

Platform Product Management key questions

17 © 2005 Nokia

Collaborative product management: what & when

Operators control thechannel

Main players: • Vodafone • France Telecom/Orange• Cingular• DoCoMo• China Mobile• T-Mobile• Verizon• Sprint• CDMA operators

Developers innovate

400+ Forum Nokia PRO member companies

2 million+ forum.nokia.com registered developers.

End-users make the buy-decision

• Understand value and end-to-end maturity per functionality: Operators, developers and end-users.

• Business group product plans and concepts.

• S60 strategy and S60 product management.

• Symbian OS releases product management.

• Industry: standardization, IPR game, media and content format game players.

• Technology suppliers.

18 © 2005 Nokia

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 long-term development options under definition, conscious and timely decisions about new adaptation asset development and integration phase R&D investment.

19 © 2005 Nokia

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.

20 © 2005 Nokia

Finding the right balance:Platform strategy setting vs Platform architecture maturity

2006 20072005200320022001 2004

xxxM

xxM

xxM

xxM

xMxM

2001-2002•“Neutralize MS”• First device vendors signed

2003-2004•“Thick sw strategy”

• Several products shipping

2005•“SW platform business”, innovation and volumes

1996 …

1996• UI concept

21 © 2005 Nokia

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 S60 devices to be built on top the platform, need of different S60 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 S60 into lower price points and volumes.

• -> Visibility into R&D investment and business contribution per tier.

• S60 product platform consistency to keep developer and compatibility promise throughout S60 devices

• -> Agree and guarantee minimum level application performance

• -> consistency of APIs.