Local Social presentation on proximity at Facebook Garage Ireland, Q1 2011

1. Powering
Proximity
Sean
O Sullivan
CEO,
Rococo
So5ware
sos@rococoso5.com
twi:er
@sos100

2. About
Rococo
So5ware
Ltd.
Founded
February
2000,
Ireland
Sector
Wireless
Infrastructure
So5ware
/Tools
Technology
Proximity
So5ware,
Java/Bluetooth
(JSR82),
BONDI
Bluetooth
APIs,
Short
range
wireless
Awards
Infoconomy,
Frost
and
Sullivan
Standards
and
Bluetooth
SIG,
Java
Community
Process
(JCP),
AffiliaSons
Irish
Bluetooth
Users
Forum
(IBUF)
Funding
VC,
Enterprise
Ireland,
Aplix
CorporaSon

3. Rococo
and
JSR82
Rococo
helped
write
the
original
Java/Bluetooth
Standard
(JSR82)
and
conSnues
to
drive
that
standard
today
(Release
4
just
completed).
Rococo
offers
the
most
widely
deployed
JSR82
implementaSon
in
the
world
(180M
units
and
counSng).
JSR82
Java/Bluetooth
OS
/
Java
VM
Phones

4. VisionMobile Market Maps Distilling market noise into market sense www.100millionclub.com
Embedded software shipments (cumulative)
handsets shipped 100 million 500 million 1 billion
company product type HQ (million) 0 100M 200M 300M 400M 500M 600M 700M 800M 1B 2B 3B 4B 5B 6B
The 100 Million Club is the watchlist Applications (embedded)
of software companies whose
products have been embedded on 3 Quickoffice Mobile Office enterprise application USA 301 R
more than 100 million mobile
handsets. The current edition
features cumulative shipments up to Browsers
the first half of 2010.
4 ACCESS Netfront browser Japan 831 E
Despite the apparent opportunity in
the one-billion-a-year handset 5 Myriad Group Browser browser Switzerland 2181 R
market, very few software companies
6 Opera Opera Mobile browser Norway 165 E
have managed to overcome the
7 Various WebKit browser engine USA 350 E
Rococo: No. 1 Independent
commercial and technical challenges
inherent in the mobile industry.
Worldwide Handset Shipments Middleware
in 1H10
JSR82 vendor with 180M units
Aricent Media EXP suite audio/video codecs USA 530 R
620 million 8
9 ARM Mali-JSR184 graphics middleware UK 177 R
Key insights
# BitFlash Mobile SVG graphics engine Canada 506 R
- Only a handful of mobile software
products were shipped in more than # Carrier IQ MSIP analytics module USA 114 R
100 million devices during the first
half of 2010. Among them were # HI CORPORATION MascotCapsule graphics engine Japan 625 E
T9/XT9 by Nuance, vRapid Mobile
# Ikivo SVG Player graphics engine Sweden 404 R
by Red Bend and Nucleus by Mentor
Graphics. # Mimer Mimer SQL database engine Sweden 117 R
- A total of 350M handsets have # Myriad Group Messaging client messaging middleware Switzerland 1077 R
shipped with a WebKit-powered
mobile browser up to the end of # Nuance VSuite speech recognition USA 420 R
2Q10. The biggest contributors to
# NXP Software LifeVibes MxMedia multimedia middleware Netherlands 764 R
shipments of the open source
browser engine are the Series 40 and # PacketVideo CORE video codecs USA 434 R
Symbian OSs, while the steep rise of
Android will play a bigger role in # Red Bend Software vRapid Mobile firmware update USA 830 R
WebKit going forward.
# Rococo Impronto TLK bluetooth middleware Ireland 179 R
Research notes
# Scalado CAPS graphics engine Sweden 600 R
Handset shipments refer to # TAT Kastor graphics engine Sweden 470 R
cumulative licensed units, which
have been pre-loaded on handsets
shipped by the end of 1H10.
Kernel Components
Micron Flash Data Integrator file system USA 998 R
#
# Open Kernel Labs OKL4 microkernel USA 700 R
Input engines
# Nuance T9/XT9 text input engine USA 5180 R
# Nuance eZiText/eZiType text input engine USA 790 R
Published in October 2010. Licensed for use under a Creative Commons Attribution No Derivatives 3.0 license.VisionMobile believes the statements contained in this document to be based upon information
Copyright VisionMobile. Some rights reserved. that we consider reliable at the time of publication. The 100 million club is based on an original concept by Morten Grauballe. H1 2010 Update

5. Rococo
vision
:
Powering
Proximity
Proximity
Impronto
Jillity
Java (based
on
JSR82)
Bluetooth
(Bluetooth,
(based
on
BONDI/WAC)
Browser
NFC,
other…)
LocalSocial
Web
and
Social
Networks
Now
extending
product
range
in
two
key
ways:
1
Beyond
Java/J2ME,
to
connect
Bluetooth
to
the
Browser,
Bluetooth
to
the
Social
Web,
and
more
2
Beyond
Bluetooth,
to
embrace
proximity
in
general,
regardless
of
wireless
connecSvity
technology
(Bluetooth,
NFC,
others….)

6. Proximity Platform

7. LocalSocial
:
Proximity
Pla`orm
Proximity
Pla`orm:
Make
it
easy
for
developers
to
create
mobile
applicaSons
that
can
use
proximity
(Bluetooth,
WiFi,
NFC)
to
create
great
apps
and
services
Real
World
Social
World
What’s
around
me?
AcSvity
What
can
I
connect
to?
Status
Friendship
Short
range
wireless
used
Proximity
informaSon
stored
to
scan
for
people,
devices
online,
and
linked
to
a
user’s
or
businesses
nearby
social
informaSon

8. What’s a proximity platform?
Gives mobile side a single view of proximity (multiple platforms)
Regardless of short range wireless technology (BT, WiFi, ZigBee, …)
Has a cloud based service where proximity info is stored
Developer can focus on App Functionality
What’s nearby? Is it something of interest to my app, to my user?
Mobile
Cloud
Social
Proximity
LinkedIn
Oauth
Android
Dowser
Dowser
BlueBox
Android
J2ME
Website
mylocalsocial.com
Interface
for
third
party
service
LinkedIn
Facebook
API
LocalSocial
SDK
LocalSocial
Service
Twi:er
JSR82
Last.fm
Android
Server
DB
Java
/J2ME

9. Goal
Build the world’s best proximity platform
Make it easy for developers to add Proximity features to their apps
Provide libraries for mobile clients (J2ME, Android, ...)
Multiple short-range wireless technologies (Bluetooth, NFC, WiFi,...)
Open to location-owners to join the platform
Monetisation: value redeemed in the platform, bulk API access, analytics
Connect it to the social web (LinkedIn, Facebook, Twitter, etc.)

10. How does it work?
+
+
LocalSocial
Client Libraries
Apps
Cloud Service
for Mobile Devices
Developers build proximity-enabled applications using the LocalSocial Libraries. The libraries in turn use
the LocalSocial Cloud service (via APIs).
LocalSocial
Developers
Cloud Service
Retail / Location
Partner
Location owners can join the platform by registering their location with LocalSocial, or connecting to
their existing location information in FourSquare, Google Places, etc.
Apps can react when other LocalSocial-enabled Apps are within range, or when any location is within
range. Enables loyalty tracking, hyperlocal offers, vouchers, gaming, social browsing….

11. Business Model
Share a portion of value-transacted in the
platform: Ads, Coupons, Vouchers, Real Time
Deals
Apps with high API usage pay for
throughput
Charge for analytics

12. LocalSocial lowers barrier to participation
Current proximity networks
• Require Locations to install equipment (e.g. Bluetooth Access Points)
• Are typically closed
Developers
Locations
LocalSocial is open to both Developers and Location Owners
Developers can use free API to use the network
Location Owners use off the shelf apps and SmartPhones or Tablets
to join the network

13. Proximity meets Social
• End users can register to get better offers, store preferences, track
loyalty, share things(“give me stuff relevant to me”)
Shops
Identity is key
End users get better everything (offers, services, fun, sharing)
Brands get better end user demographics

14. LocalSocial broadens the interaction model
To date, most proximity solutions are push-based
• The location or store pushes offers to people in range
• With LocalSocial - users can initiate the interaction (“pull”)
• Can also vary the offer delivery (email, SMS, more…)
• Apps for offers, loyalty, deals, more….
Shops

15. Status
Now in Beta, open for early adopter developers
Join in : www.mylocalsocial.com
Timings
End Q1: Launch / Trials with proximity marketing partners

16. Click here to register as
a developer and get
started!

17. Mobile
Social
Network
Apps
Peer
to
Peer
Social
Games
How
can
LocalSocial
be
used
in
ApplicaSons?
Proximity
MarkeSng
SoluSons
Add
Proximity
to
Phone
Address
Book
With
custom
hardware
(e.g.
Facebook
Bracelet)

18. LocalSocial
ApplicaSons:
Mobile
Social
Networks
Social
Network
owner
uses
LocalSocial
in
their
mobile
client
apps
(e.g.
Facebook,
LinkedIn)
Users
can
scan
for
other
network
members
nearby
Could
also
work
in
background
-­‐
look
regularly
for
others
nearby
and
alert
user
Works
indoors
-­‐
where
other
locaSon
opSons
such
as
GPS
/
CellID
may
be
weak
or
unusable
Users
can
control
how
much
of
their
profile
is
visible
to
total
strangers
(none,
just
a
name,
a
different
name,
and
so
on)
See
the
Demo
App
In3
later
as
an
example
of
such
an
app.

19. LocalSocial
ApplicaSons:
Proximity
MarkeSng
3.
RegistraGon
process
associates
Can
connect
“Like”
bu:ons
(aka
Joe’s
BT
address
Fans)
from
the
virtual
w6.
“123”
iith
w s
“Joanne”
orld
English.
She
is
“123”
with
SN
real
world
stores
She
is
25.
account
5.
What
do
you
She
likes
the
Gym
know
about
“123”?
Enables
audience
segmentaSon:
1.
‘Joe’
is
fan
of
Brand
X
•
Offers
based
on
demographic
profile
2.
Opts-­‐in
to
receive
offers
•
Offers
based
on
user
interests
•
Offers
based
on
user
content
•
Support
for
online
f
ans
www.brandx.com
7.
BrandX
delivers
relevant
promoGon
4.
Proximity
MarkeGng
to
“Joe”
System
detects
proximate
Individual
via
BT
(“123”)

20. LocalSocial
ApplicaSons:
Proximity
in
the
address
book
Most
vendors
creaSng
“social”
address
books
-­‐
connecSng
them
to
Facebook,
twi:er
and
more
Proximity
is
of
interest
as
an
addiSonal
“live”
feature
that
can
enhance
address
book.
LocalSocial
could
power
such
a
feature.
User
could
either
scan
for
people
with
“social”
address
books
nearby,
or…
…get
alerted
if
someone
is
near
who
has
the
user
in
their
address
book

21. Summary
LocalSocial
is
a
Proximity
Pla`orm
Cloud
Service
plus
Client
Side
Libraries
Goal:
simplify
the
creaSon
of
proximity-­‐enabled
apps
Try
it
now:
go
to
www.mylocalsocial.com
Rococo
SoZware
Headquarters
Rococo
SoZware
Japan
3
Lincoln
Place
Ireland
House
4F
Dublin
2,
Ireland
2-­‐10-­‐7
Kojimachi
Chiyoda-­‐ku,
Tokyo
T:
+353-­‐1-­‐660-­‐1315
102-­‐0083
Japan
F:
+353-­‐1-­‐662-­‐0170
F:
+81-­‐3-­‐5276-­‐5210
F:
+81-­‐3-­‐5276-­‐5262

22. Background: Location versus Proximity?
We believe location and proximity functionality are complementary
Both have strengths - and weaknesses (see below)
Facebook Places, Google Places, Google Maps, FourSquare, Gowalla, Yelp,
Location is very popular
SCVNGR, SimpleGeo, 40% iPhone Apps, etc. etc.
Proximity is not - yet!
We believe Proximity will become as popular in mobile applications, as
location is today. LocalSocial can help make that happen.
Location:
Bluetooth, NFC, etc…:
- GPS works best outdoors
- Works indoors, on the train, at conference, big building etc.
- Restricted in covered areas
- Communication: not just location
- Relies on satellite or cell id
- Topology: Peer to peer based connectivity
- Urban versus rural accuracy
- Operates within short range
- Can be significant power drain
- Designed for low power drain

23. Background: What problem does LocalSocial solve?
Gives developers rich abstractions for finding and connecting to
devices nearby
Current APIs are very low level - requiring the developer to create lots and lots of code to do just
basic stuff (e.g. JSR82 for Bluetooth)
Offer a consistent proximity experience
Current APIs vary wildly by platform, and are inconsistent - so I have to re-write lots of code from
scratch for each new platform to do anything
Works with multiple short-range technologies
LocalSocial is designed to be neutral to the wireless bearer - Bluetooth, WiFi, NFC, ZigBee …
Adds value : provides tag storage, social network connections, ++
Developers can build mobile apps with proximity functionality quickly and easily, and can hook those
apps in to some popular social networks (twitter, facebook, etc.)