Presentation Transcript

1. My ApplicationEnvironment

   A paradigm shift in mobile computing
2. Dynamics of the Mobile Device Market Several major brands are competing for The fast-growing mobile device market. To the end user, the basic systems appear similar, and the systems compete largely on the strength and variety of 3rd party applications they attract.
3. Dynamics of the Mobile Device Market And give the device package its competitive edge. Mobile device + 3rd party apps … drive market share … attracting 3rd party developers… whose apps add value …
4. Positive Feedback – Causes and Effects For Sony, this hard lesson shaped strategy in the later format war between HD-DVD and Blu-ray. This market has become a self-reinforcing cycle of market share and 3rd party development, because no one has strong enough differentiation of their core product. An extreme example of this dynamic was the battle for market share and content between the VHS and Sony® Betamax systems … in case anyone remembers what a Betamax was 
5. HD DVD vs. Blu-ray Sony won this format war by ensuring that BR was incorporated into the PS3. By 4Q 2007 72.6% of players were BR and of those 74% were PS3s. Initial drive to get Studios’ support. 3 month lead and Strong studio support. Later to the market. With similar support. Sony delayed release of PS3 for BR Integration.
6. Implications for the Mobile Device Market If the market is driven mainly by 3rd-party mobile apps: Current market-share leaders hold all the cards … Apple®, Android™, and Blackberry® have a combined US market share of around 90% And Blackberry, with the fewest mobile apps of the three, has the weakest market position The characteristics of this market could be dramatically changed by introducing another area of competition. As Sony showed, a good way to do this is by leveraging an “unrelated” area of strength Sony was willing to place a big bet on this strategy – delaying PS3 – because they believed that the outcome of the format war would have a big effect on their overall product line
7. Strengths of the Mobile Manufactures Competition in the mobile device market isn’t as severe as it was for VCRs. Each manufacturer has its own base of strength – but they depend increasingly on playing the 3rd party game. Blackberry initially had strong differentiation based on their email services. They lost ground as this advantage eroded. Apple was the first to develop the full feedback loop with 3rd party apps. They have become the market leader – and have the most apps. Apple’s “iCloud” adds network data sharing, service integration, and their Mac computers to the mix. Apple decided to require all apps to meet with their approval and be sold in their own store. That gave Android an opening to win over developers with a more open approach. To some extent, Android competes on the basis of “not being Apple.”
8. In the World of Personal Computing, Mobile Apps are Not the only Game in Town. Major applications require powerful desktop or laptop computers; e.g. Adobe Photoshop® and other major imaging software require powerful computers and displays Microsoft® Office and other major business applications have to be scaled down to run as mobile apps But how can these applications play a part in the mobile device market?
9. Leveraging Mainstream Computer Applications -- but isn’t this being done already? E.g., Windows Phone provides some continuity with Microsoft’s core products: Mobile versions of the Office suite Synchronization with Windows PCs Yet Microsoft has only a small share in the mobile market… … because Windows Phone applications can’t match the full power of Microsoft software on a fully featured PC and neither can any application on any device with the limitations of a Smartphone or tablet But the MAE system can combine the no-compromise power of a PC application with the portability and conventional applications of a mobile device.
10. What is My Application Environment? Hardware based desktop virtualization Internet independent Mobile form factor Built-in Digital Rights Management Provides an excellent end-user experience - anywhere
11. What is an Application Environment? Suppose you’re working on a project, using a powerful software package such as Adobe Photoshop or Microsoft Office. You’ll need some physical tools; e.g. A desktop or laptop PC. Maybe some cloud-based applications, with local display and remote computing & storage. But the objects you are really working with are An activated copy of the application code. The files (*.docx,*.xlsx,*.pdf,*.psd, etc) for your work in progress. Your current documents and settings. This set of digital objects is your application environment. If you want to save your work and pick up where you left off, at another location, your application environment is the main thing you need.
12. You Can Take It With You – Either of Two Ways If your application is “cloud-based” all you need to carry around are A good input and display device. A good Internet connection to the server; i.e. Designed for high bandwidth & very low delay. Uncongested, all the way to & including your server. Highly available and resistant to disruption (whether by sunspots, cable cuts, or distributed denial-of-service attacks on the server or network). But you can’t count on all of those conditions, all of the time. However, physical PCs aren’t that hard to find -- particularly in a business environment -- and they can typically outperform network computing… IF all the digital objects you need are available locally. This is exactly what MAE provides.
13. Logical Description of MAE Application code, with hardware DRM End-user data, with hardware-enforced access control, e.g. by password or biometrics Installed in NV-RAM by end-user MAE Installed by application provider Standard PC connection (USB, Bluetooth, etc.) Any compatible PC
14. But what’s that blue box physically? Simple flash drive-like packaging Embedded in a PDA The basic package is a chip set, with critical software installed Embedded in a Smartphone Embedded in a tablet device MAE can enhance mobile devices by letting them support the user’s application environment for full-strength desktop applications .
15. End User Experience Last minute changes to that document… Laptop… Heavy, not always there. Internet Based application… Is the Internet fast and reliable enough? Flash Drive + 3rd party PC… Will it have the file or app I need?
16. End User Experience Tablet or PDA Phone… Screen and keyboard issues. Hybrid device (Atrix 4G & dock) … Mobile processor too slow. MAE Desktop Virtualization (VMware ACE)… Setup hard & possible piracy issues. …
17. One Possible Scenario for MAE Walk up to a computer with a MAE enabled phone. Create a Bluetooth partnership with the PC. The computer doesn’t have Bluetooth… Pop out from the cell phone, a nickel sized USB Bluetooth dongle. Type in your password (or maybe swipe a finger on the reader on your phone). Gain access to your programs, with your settings and even have desktop wallpaper with your grandchildren.
18. Mae-Hee Rose (Mae) Granddaughter of Dr. Wilbur J. Walkoeand niece of John Walkoe
19. Who can profit from MAE? Phone & Tablet Manufacturers – can leverage full desktop apps to drive up sales of their phones & tablets. Can attract new sources of application developers that are already market proven. Computer Manufacturers – With MAE enabled devices in the market, sales of host PCs will increase. Re-enforces the fact that for performance nothing beats a full strength processor.
20. Who can profit from MAE? Software Developers – With MAE’s strong DRM, it secures digital assets from piracy. Desktop software would now have access to app stores with their large market base. Integrated Chip Manufacturers – can profit from sale of the MAE chip set - and Can leverage MAE to gain market penetration of next generation technology (new NVRAM technologies for the small but highly active control segments, wireless USB, etc.)
21. Who can profit from MAE? Wireless carriers – can provide Smartphone differentiation from competitors and can increase new customer enrollment. With MAE’s ability to use the host PC’s existing Internet connection, it can reduce strain on carrier networks. IT Departments – can provide users with portable environments, that have apps, VPN access & phone service all included. Simplifies application licensing going to a book model. Users can work from home PCs or work PCs with only one license.
22. The MAE system is protected by US Patent # 7,971,071, where it is described as “INTEGRATED DELIVERY AND PROTECTION DEVICE FOR DIGITAL OBJECTS.” Developed by Dr. Wilbur J. Walkoe, Jr. (co-inventor of the ADSL framework) and Mr. John Walkoe