THE MARKET, THE OPPORTUNITIES AND SYMBIAN S PLANS in Java

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have the power and memory to run CDC-based Java technologies. The emphasis on CLDC rather than CDC is for a number of reasons: simpler, fewer and more consistent APIs reduces complexity for the developer and increases developer productivity the smaller number of APIs reduces the footprint, which helps to reduce manufacturing and maintenance costs. Nonetheless, the CDC stack (CDC, Foundation Pro le and Personal Pro le or Personal Basis Pro le) has a couple of signi cant roles: porting existing enterprise applications from desktop to wireless devices, thus extending middleware, such as SAP or Oracle, out to mobile employees, which is made easier by the close relationship between CDC and J2SE creating vertical applications where CLDC does not provide the necessary functionality. Both of these are relatively short-term opportunities; it is hard to see any technical limitations in CLDC that prevent its long-term use for consumer or enterprise segments. CLDC-based functionality is increasing as wireless JSRs are implemented, to the extent that there is very little functionality in CDC that does not have a CLDC equivalent. This, of course, implies that there are some gaps and we will look at them later in Section 8.7.1.
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8.3 Meeting Market Needs
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This section identi es some of the key market requirements and Symbian s approach to meeting those requirements. We ll look at these requirements in terms of the value chain comprising consumers, enterprise users, mobile phone manufacturers, developers, operators and service providers. Consumer Requirements games, utilities and simple services more advanced added value services. Enterprise User Requirements extension of the organization s information systems to mobile workers. Service and Content Provider Requirements cross-platform standards to maximize the market rapid and reliable deployment of new services
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MEETING MARKET NEEDS
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security, PKI and Digital Rights Management solutions a provisioning infrastructure. Developer Requirements rst class tools and SDKs access to necessary functionality performance. Operators return on investment personalization and branding. Mobile Phone Manufacturer Requirements mass-market compatibility time-to-market a low bill of materials (this means keeping royalties down, minimizing memory requirements and maximizing performance to allow a slower, and hence lower cost, processor). So how do we meet the needs of our customers (If you are a developer, this means your customers as well as Symbian s customers!) Here are few ideas to think about: any application or service must add real value, either to the user s leisure time by enhancing their lifestyle, or to their work a service that expects the user to spend new money is a harder proposition to sell than one which displaces existing expenditure, even though disposable income is increasing For example, young people spend less on confectionery and tobacco to fund mobile phones and messaging in particular. News services may reduce the amount we spend on newspapers. Wireless shopping will reduce the amount we spend on fuel and car parking. exploit untapped markets with higher disposable incomes Mobile phone services have, at least in Europe and Japan, been driven by the youth market downloading ringtones, wallpapers and games. However, the disposable income of young people is relatively limited. Middle-aged, middle-income groups have a higher disposable income, though are generally more discerning in their expenditure and (usually!) look for clear bene ts before purchasing a service.
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Also, do not forget older age groups: they have speci c needs which are not met by current mobile phones nor the associated services. On the other hand they frequently have access to funds, fewer nancial commitments and signi cant leisure time. Key requirements are simplicity in getting going, ease of use and, most importantly, the service must have a clear, easily understood, bene t and purpose. look for subsidies for the service, perhaps through advertising by nancial institutions or travel companies deliver the service on all available channels: mobile phone, TV, set-top box, Web, etc. This provides the user with task continuity, allowing them to choose when and how to engage with the service.
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