An introductory slideshow on the bada Student Developer Challenge 2011 by Steel Media's MD, Chris James.

1. Chris James, MD Steel Media

2. Today’s agenda
1. Introducing bada
o The app market, where
bada / Samsung Apps fits
2. The bada student developer
challenge
o How it works, what’s on
offer we’re looking for
3. Inspiration
o What sort of apps can be
created in 8 weeks?
4. What next?
o How to get involved and
where to get help

3. 1. INTRODUCING BADA
& SAMSUNG APPS

4. The app market
1. Analysts put value at $17.5 bn by
2012, $29.5 bn by 2013
o Screen Digest, Gartner, etc
2. Multiple business models: Freemium
vs Premium
o Multiple tiers of app pricing
established, but 99 cents and free
appear to be leading
o Also revenue via in-app purchase
and advertising
3. Main stores (apps)
o Apple App Store (c.450K)
o Android Market (c.250K)
o Samsung Apps Store (c.13K)
4. Games lead the way, but there is
demand for all app types
o Games dominate most charts of
downloads and revenue, but
opportunities in every category

5. Introducing bada – some facts
1. Launched in 2010, bada (‘ocean’) is
Samsung’s own in-house OS
o Samsung are the world’s biggest
handset manufacturer
2. The platform has a global install base
of 8.1 million
o C.300,000 in UK so far
o Samsung Apps store in 18 territories
3. bada users are voracious consumers
of content…
o Average of 17 apps per person
downloaded in UK
o 110M cumulative downloads
globally, 5.3M in the UK
4. …and there’s comparatively little
competition in the store
o C. 13,000 apps at present

6. Samsung Apps
worldwide eployment
UK Netherlands
Germany Russia
Canada France
Spain
Italy
USA Turkey Korea
Mexico China
Taiwan
Brazil
Singapore
South Africa
Australia

7. Why bada for development?
1. All tools are free – no (hidden) subscription
fee
2. Extensive documentation and support
o Various formats – main access point is
bada developer site
3 .Very good QA process – external software
quality testing for your apps
o If defects are detected the developer gets a
detailed defect report and video
4. Low entry barrier
o All tools/docu free on website
o C++ as programming language (traditional
language for embedded systems)
o Very well-abstracted programming
interface - low-level details are covered by
platform
5. bada vision
o Smartphone for everyone (= bring
smartphone experience into a lower price
segment -> huge potential globally)

8. 2. BADA STUDENT DEVELOPER
CHALLENGE

9. 5 Reasons you should care!
1. Money!!!
o £15K prize fund and
multiple prize opportunities
2. Free Mobile Phone
o Wave II for each team
3. Expert Support
o SERI team on hand at
codeathons, lectures, etc
4. Priceless Promotion
o ALL apps pushed on the
Samsung Apps store
5. Bragging Rights
o Compete vs other Unis

10. How does the challenge work?
1. Introductory Lecture (Now!)
o Heads-up on the platform
2. 24hr Codeathon (c.2 weeks)
o Prototype your app
3. Halfway Checkpoint (+ 4 weeks)
o Send in an executable file and get
feedback + tips
4. Submission Deadline (+ 4 weeks)
o Final apps are checked and shortlist
created
5. Grand Final (Mid-January)
o Apps presented and winners selected
6. App Promotion (Feb onwards)
o ALL qualifying apps promoted

11. What are we looking for?
1. Cool apps of any kind
o Productivity, games, web-
apps…just not scientific
calculators!
2. Critera – we’re judging:
o (a) level of innovation
o (b) suitability for the
bada/mobile platform
o (c) commercial feasibility
o (d) quality of application*
(* At the codeathon judging stage
development progress will be used
in place of quality.)

12. How will Samsung promote apps?
1. Apps feature in a
dedicated category
2. Promote category and
apps in newsletter
3. Promotion of category
on Samsung channels
4. News coverage on Steel
Media channels
5. Regular press releases

13. 3. MOBILE ISSUES AND
INSPIRATION

14. Things to think about on mobile
platforms…
1. Limited screen size
2. Different inputs
o Touch, voice, motion, face
recognition, etc
3. File-size
o Smaller is better – but less of
an issue now (OTA download)
4. Constantly connected
o But again bear in mind data
issues / costs
5. Multiple SKUs
o Need to support diff
handsets, so easily portable
apps are best

15. Things to think about on bada…
1. New inputs – face
recognition
2. NFC support
3. High UIX standards
o Text-to-speech and
speech-to-text interface
4. Support of Flash and
Web technologies
o HTML5, WAC2.0, etc
5. The bada vision
o Potentially have bada on other
appliances in future too

16. What’s achievable in timeframe?
1. Need to be realistic about
what can be done – not
an MMO!
2. Simple games/apps can
be v. successful
3. Think of idea that can be
prototyped quickly
4. Focus on doing one thing
really well
5. Leave time for testing!

17. Inspiration…Flight Control
Dev: Firemint
Dev Time: 2 weeks
Team size: 1
Downloads: 3 million +
Concept: Guide planes
to runways using
touch-screen controls
Key elements: Intuitive
controls, simple graphics,
well-balanced

18. Inspiration…Doodle Jump
Dev: Lima Sky
Dev Time: c. 2 months
Team size: 2
Downloads: 10 million +
Concept: Jump between
moving platforms
Key elements: v.simple
accelerometer controls,
distinctive visual style

19. Inspiration…The Moron Test
Dev: DistinctDev, Inc
Dev Time: Unknown
Team size: Small
Downloads: 1 million+
Concept: Simple quiz
questions with twist
Key elements: Basic core
formula + regular
updates + competitive
element (fast time)

20. Inspiration…Apps Round Up
1. My Secret Folder
o Store private files, pics with a
password
2. Pimp Your Screen
o Simple app to update theme on
iPhone
3. Flick Kick Football
o Simplified variation on sports
4. My Alarm
o Sounds alarm if phone is
stolen/moved

21. Inspiration…Student Apps (1)
The following apps were completed by student devs
on Bada platform in under 6 weeks.
OOM
(Out-of-memory)
o OpenGL ES game
o Brain game:
remember which
of the 4 cubes
moved

22. Inspiration…Student Apps (2)
The following apps were completed by student devs
on Bada platform in under 6 weeks.
badaPong
o 2 player pong
game
o Connection via
Bluetooth

23. Inspiration…Student Apps (3)
The following apps were completed by student devs
on Bada platform in under 6 weeks.
First Aid app
o Make emergency
calls in different
countries with
one click
o Visual
representation of
first aid
techniques

24. Inspiration…Student Apps Round Up
Some other app ideas…
• Currency Converter
o Converts between EUR and USD
o Gets current rates from online web
resource
• GeoCaching
o Real world items are related to
geo codes
• Drinking Games
o Summary of games that involve drinking
(very student-like)
• WorkoutTrainer
o Tips about training and nutrition
• FingerDraw
o Drawing app with fingers
• Arcade Clones
o Tetris, Snake, Breakout

25. Inspiration…General Ideas
A few themes/types:
o Olympics – big in
2012, Samsung a sponsor
and free graphics pack
o Web-apps and readers
o Mobile tour guide
(e.g. Banksy Bristol tour)
o Countdown clock
(D-hour)
o Apps for kids
(colouring books, stories, etc)
o Use of existing APIs for
Maps, Weather, etc

26. Do’s & Dont’s
Do give yourself plenty of
time for testing
Do plan out your app and get
advice
Do think about the best skill-
sets of your team
Do take inspiration from other
apps but...
Don’t just rip-off an idea
Don’t use IP without
permission, it won’t get
into the store!

27. Business Models 101
How will your app be monetised?(What
effect on design?)
1. Premium
o Charge a fee for your app – what
price? - range from 59p
2. Freemium
o Free-App to download with in-app
purchase or level packs
3. Ad-funded
o Totally free app to download/play
with embedded ads
4. Combo
o A combination of some of the above
models (i.e. paid app with in-app
purchase and ads)

28. 4. WHAT NEXT?

29. How can I get involved?
1. Form a team (1-5)
2. Sign up at
badachallenge.com
3. Have a cool idea
4. Download the SDK and
have a play, from
developer.bada.com
5. Turn up to codeathon
6. Make a good app!

30. HELP!!!
Don’t panic there’s plenty at hand…
• SERI team during lectures,
codeathons and online
• Online developer resources
developer.bada.com
• The challenge site itself
www.badachallenge.com
• Local mentors where available (see
challenge site or enquire)
• Bada books and test handsets on
loan to University
• Check out online media such as
www.PocketGamer.Biz

32. REGISTER NOW AT:
BADA.DEVELOPERS.COM &
WWW.BADACHALLENGE.COM
Contacts:
(Steel Media) Lee Kenny, Events Manager
lee.kenny@steelmedia.co.uk
(SERI) Manfred Bortenschlager
manfred@partner.samsung.com
Twitter: #badastudent Facebook: Facebook.com/BadaChallenge