경험 경제에서 바라본 MS 스마트폰 전략Beyond Experience Economy:

Microsoft Mobile Strategy서진호 부장 (Jinho.Seo@microsoft.com)

Sr. Developer Evangelist – Windows Phone 7Microsoft Korea

http://blogs.msdn.com/jinhoseo

Korea Smartphone Market (OS)

2007

2008

2009

2010

0 100000200000300000400000500000600000700000800000900000

Korea Smartphone OS Sell-Tracker, IDC, Mar. 2010

BlackBerry Symbian AndroidiPhone Windows Phone

Korea Smartphone ISV & Individual Developers Size

1%2%

6%7%

33%

51%

Korea Designer & Developers Size

UX DesignerMobile/EmbeddedEnterprise/SIWeb DevelopersIT ProfessionalsStudents(STEM-D)

Source: Microsoft, 2010 11,000 ISVs

Numbers of Korea Smartphone Apps

iPhone Android Windows Phone0

1,000

2,000

3,000

4,000

5,000

6,000

5048

350

1000

Numbers of Apps

The Experience Economy

기업이 제공하는 재화와 서비스가 점차 균질화 됨에 따라 고유의 기능에다 이벤트를 추가해 연출함으로써 고객에게 감동을 주고 부가가치를 창조하는 경험재가 새로운 산업으로 급부상하고 있다 . 재화와 용역이 점차 균질화 됨에 따라 고객에 따라 다르게 느끼는 경험재가 가장 주요한 상품형태가 될 것이다 .

B. Joseph Pine II, James H. Gilmore

Case: The Experience Economy

Software Experience

User Experience

Cloud Experience

Hardware Experience

4 Experience

Software Architecture

App Model

Cloud Integration

Services

Hardware Experience

UI Model

Hardware ExperienceCapacitive touch4 or more contact points

SensorsA-GPS, Accelerometer, Compass, Light, Proximity

Camera5 mega pixels or more

MultimediaCommon detailed specs, Codec acceleration

Memory256MB RAM or more, 8GB Flash or more

GPUDirectX 9 acceleration

CPUARMv7 Cortex/Scorpion or better

80

0 o

r 4

80

480 or 320

Hardware buttons | Back, Start, Search

Software Experience

App Model

Cloud Integration

Services

Hardware Foundation

UI Model

3 스크린 및 클라우드

Common Base Class Library

Silverlight Presentation and Media

Silverlight Presentation and Media

XNA Frameworks

Windows Phone 7 Series

Frameworks

XNA Frameworks

XNA Frameworks

Cloud

Notification Service

Location Service

Windows Phone

Windows Desktop

Xbox

경험 경제의 개발 핵심

High performance game framework

Rapid creation of multi-screen

2D and 3D games Rich content pipeline Mature, robust, widely

adopted technology spanning Xbox 360, Windows, and Zune

Modern XAML/event-driven application UI framework

Rapid creation of visually stunning apps

Metro-themed UI controls

HTML/JavaScript 500,000 developers

spanning Windows and web

KernelHardware BSP

App Model UI Model Cloud Integration

Applications

App managementLicensingChamber isolationSoftware updates

Shell frame Session managerDirect3DCompositor

Xbox LIVEBingLocationPush notificationsWindows Live ID

Your App UI and logic

A-GPS Accelerometer Compass Light ProximityMedia Wi-Fi Radio Graphics

SecurityNetworkingStorage

Frameworks

Silverlight XNAHTML/

JavaScriptCLR

Hardware Foundation

Software Architecture

App Model ConceptsApplicationUniquely identifiable, licensable and serviceable software product packaged as a XAP

Application DeploymentSteps include Ingestion, Certification and Signing

Application licenseCrypto-verifiable object issued to grant rights to

an application

Windows Phone

Marketplace

Windows Phone

Marketplace

Software Architecture

User Experience

Cloud Integration

Services

Hardware Foundation

Hubs – User Experience Design

Windows Phone “7” Metro

Graphics Composition

App Bar

SIP

App PageStart

Experience

Incoming Call

System TrayNotification

Volume

Direct3D Surface

Shell frame composes all UI into a single screen

Central page management enables cross app UI transitions and other effects

System wide Z order enforcement emphasizes core phone functionality

DEMO: SILVER APPS

Software Architecture

App Model

Cloud Experience

Hardware Foundation

UI Model

Cloud Experience: Concepts

Built-in user experiences and APIs integrated with key Microsoft services

Familiar API frameworks for interacting with existing Web 2.0 services

Rich support for incorporating custom web services into app-specific experiences

Windows Phone

Cloud integration client services

Frameworks

Windows Phone

Application

Your Web ServiceCustom Web Service

Existing Web Services

Microsoft Services

Notification ServiceLocation Service

Windows Phone

Location Service

Built-in support for consuming GPS, AGPS and Wi-Fi- based location data

Managed APIs for location-based interaction

Microsoft managed Wi-Fi access point data as part of Windows Phone Services

Location client service

System.Device.Location

Existing Web Services

Microsoft Services

Location Service

Location Architecture

Location services

WiFi

+ Accuracy- Power- Speed- Indoors

- Accuracy+ Power+ Speed- Wilderness

+/- Accuracy+/- Power+/- Speed+/- Urban areas

GPS

Cell towers

Push Notification Service

Built-in support for efficient, battery-aware mobile push notifications

Managed APIs for notification-driven interaction with existing Web 2.0 sites

Windows Phone Your Web ServiceCustom Web Service

Existing Web Services

Microsoft Services

Push client service

Microsoft.Phone.Notification Notification Service

Push notifications

Push client

Push service

Your service

Tile

App

Toast

Send push data to URI

Send push data to

client

Send URI to server

Open push channelReturn URIData to App

Data to toast

Data to tile

Event

Authenticated Xbox LIVE calls

Game specific web requests

Windows Phone

XBOX Live

Game Foundation handles auth, caching, & partial connectivity for Xbox LIVE

Third party token allows secure integration with game-specific services

Your Web ServiceCustom Web Service

Microsoft Services

Gamer Services APIs for Xbox LIVE Profiles, Achievements, and Leaderboards

Game Foundation

XNA

Gamer Services ArchitectureM

icroso

ft Serv

ices

Xbox LIV

E

App UI and logic

Win

dow

s Live ID

Download Manager

XNA Gamer Services APIs

Live ID client service

Game Foundation

Storage

Networking

DEMO: XNA GAMES

A different kind of phone

Designed for life in motion

So you can build integrated experiences & profit from it

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