Platform Product Management
Case: Nokia Symbian Product Platforms
Lea Lahti
Nokia Technology Platforms/Symbian Product Platforms
Head of Platform Business Development
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© 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.
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© 2005 Nokia
Part I
Introduction
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© 2005 Nokia
Nokia Technology Platforms in Nokia organization
termimäärittely
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© 2005 Nokia
“Technology Platforms”
Terminology definition in Nokia and this presentation
context
Mobile Phones
BG
Nokia S40
SW platform
Enterprise
Solutions BG
Nokia S30
SW platform
Nokia S80
SW platform
Multimedia
BG
Nokia external
S60 device
vendors
Nokia Symbian Product Platform (SPP)
Nokia S60 SW platform
Symbian OS
platform
Nokia chipset platform
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© 2005 Nokia
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
•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 twohand operated QWERTY
keyboard and a wide screen
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© 2005 Nokia
S60 is one of the Nokia responses into mobile device
market horizontalisation evolution
Likely market evolution
Platform
fragmentation
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© 2005 Nokia
External
monopoly
Platform
fragmentation
Platform x
NonNokia
devices
Nokia
devices
Platform
oligopoly
Nokia response
Platform y
Nokia
platform
Nokia
platform
Platform
oligopoly
Platform x
Platform x
Nokia
platform
Platform
duopoly
Platform x
Platform y
Nokia
platform
Nokia
plat-form
Nokia
platform
S60 Device domain competition
good – promotion of whole smart phone industry
growth
Device vendor news
D720
D730
25M
X700
X800
N90
N70
N91
X2
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© 2005 Nokia
P930
S60 needs to create value for several mobile industry
stakeholders
Operators control the
channel
Main players:
• Vodafone
• France Telecom/Orange
• Cingular
• DoCoMo
• China Mobile
• T-Mobile
• Verizon
• Sprint
• CDMA operators
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© 2005 Nokia
Developers innovate
400+ Forum Nokia
PRO member companies
2 million+
forum.nokia.com
registered developers.
End-users make
the buy-decision
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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© 2005 Nokia
Part II
Nokia Symbian Product Platform mission
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© 2005 Nokia
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.
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© 2005 Nokia
BG
Symbian Product Platforms
Organisation and Deliverable Structure
TAPM
Architecture
and system
design
release
NSS = Differentiating Nokia S60 applications
=
Investment
in Product
Platform and
configuration
definition &
Platform
PC Suite
Core SW =
Integra
tion
Verific
ation
Delivery
S60 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
S60 product management
On-top of platform additions
Platform Mgt and definition
HW modules for SPP configuration.
Platform development
S60 release for SPP configuration
Platform productization: integration, verification and delivery
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© 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.
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© 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
Product differentiation
Platform
configuration
definition
Platform
Integration
Tech area
x
Tech area y
and re-usable SW modules definition.
Tech
area z
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© 2005 Nokia
Tech
area z
Part III
Case: Nokia Symbian Product Platform
Platform Product Management key questions
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© 2005 Nokia
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.
• S60 strategy and S60 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
• DoCoMo
• China Mobile
• T-Mobile
• Verizon
• Sprint
• CDMA operators
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© 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 – 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.
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© 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.
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© 2005 Nokia
Finding the right balance:
Platform strategy setting vs
Platform architecture maturity
xxxM
2005
• “SW platform
business”,
innovation and
volumes
1996
• UI
concept
2003-2004
• “Thick sw strategy”
• Several products
shipping
2001-2002
• “Neutralize MS”
• First device
vendors signed
xxM
xxM
xxM
xM
xM
2001
1996 …
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© 2005 Nokia
2002
2003
2004
2005
2006
2007
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.
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© 2005 Nokia