HTCdev team members Jad Boniface and Michael Ludden tell ZDNet UK why manufacturers are rushing to open up their Android UIs for modification and why HTC's Windows Phone users no longer see Sense
HTC, like its rivals in the Android device market, is courting developers to design their apps with the manufacturer's handsets in mind.
Device makers such as HTC, Samsung and Sony Ericsson put their own mark
on the stock Android operating system with customised user interfaces. HTC has the Sense UI, notable for its flip-style clock
and weather animations, but now also host to new stylus
input and 3D capabilities.
Earlier in October, the company's new HTCdev team sponsored the DroidCon developer
meet-up in London, the first time the handset maker has taken such an
active role in trying to win over those who write the apps that make
the platform.
ZDNet UK caught up with Jad Boniface, the programme
director for the HTCdev initiative, and Michael Ludden, from the HTCdev
evangelist team, to find out more about the company's ramped-up effort
and what it means for developers who want to modify Sense-based
devices.
Q: What is HTCdev, and what can it offer developers?
A: (JB) It's a relatively
new initiative from HTC. Recently we started this programme to
have a formal presence with the developer community, to provide them
with the access and resources they need to be successful.
We have a suite of APIs that you can't get through the standard
Android framework. We're very committed to using the
pens and HTC Scribe technology for our tablets.
The other API
we're featuring heavily is the API for stereoscopic 3D, for the Evo
3D, for example. That allows developers to build 3D games that will
be glasses-free, and consumers can play that on their Evo 3D.
We have a website that launched in August. Since
then, we've had 500,000 unique visitors. It's been successful,
although keep in mind that a lot of those visitors are coming to the
site for the unlock
bootloader functionality.
There has been a push recently by manufacturers to take on people who make modifications, like Kondik and FreeXperia. Why is everyone suddenly rushing
to do this?
(JB) Manufacturers have come to
realise that developer mindshare is one of the hottest commodities in
our industry. For us it's just as important as the retail customer. We
have to get the hearts and minds of developers to reach that pinnacle
of success.
Manufacturers have come to realise that developer mindshare is one of the hottest commodities in our industry.
– Jad Boniface, HTC
A lot of the manufacturers and industry players are going
after the same developers, and it's becoming somewhat competitive in
the same way as the retail environment.
(ML) Then there are a lot of things like the OpenSense SDK — we've
opened up our SDK so developers can add functionality without breaking
their app.
We also have a big focus on being able to build your app and
differentiate it on an HTC device without breaking Android. You can
build an Android app and then, with couple of lines of code, add pen-input functionality. On an HTC Flyer it will recognise your app, but on an Evo
4G it will not break because that phone doesn't have pen input.
It's differentiation without fragmentation.
The Sense UI is also found on some of HTC's earlier Windows Phones. Is the
HTCdev programme aimed just at Android developers, or also at those
working with Microsoft's platform?
(JB) It's a global programme, and we provide resources for all the
platforms that HTC currently supports, but the SDKs we're offering are
specifically for the Android platform. We don't offer SDKs for Windows
Phone. Microsoft strictly controls all that.
...differentiation on that platform though, from the point
of view of the HTC Hub. But it's not open for customisation in the way that Android
is.
Is it fair to say you were trying to offer a similar
experience across Android and Windows Phone 7 when the first HTC
Windows Phones came out, but this is no longer the case?
(JB) That would be fair to say. Microsoft is taking the lead. We don't
have the same level of access to tools and resources on Windows Phone
7 as we do on Android.
Returning to HTC's Android efforts, you've introduced version
3.5 of Sense on recent phones. Have you had to take
the imminent launch of Ice
Cream Sandwich into account, given that it will change the stock Android
smartphone interface to bring it in line with the tablet
UI?
(ML) We're very excited about Ice Cream Sandwich, although [its release is] not announced yet. It should have no impact on our Scribe
Pen or the 3D software.
What's next for Sense after 3.5?
(JB) There's not a lot I can share at this point as far as the roadmap
goes, but from a developer standpoint we're looking to open features
in the Sense experience through the APIs offered under the OpenSense
SDK umbrella. For a start, there's the Beats API, which is part of the investment
HTC has made in Beats [Dr Dre's audio firm, in which HTC bought a
controlling stake in August].
How many developers have signed up to the HTCdev
initiative?
(JB) Tens of thousands. We had over 500,000 unique visitors and they
haven't all registered, but there have been tens of thousands who
registered to download the SDK or the unlocker.
There's only one HTC device in the UK, the Flyer, that
supports pen input. Why would a developer decide to write a
stylus-friendly app for Sense?
(ML) We have four [variants] worldwide of the Flyer and also just
launched the AT&T Jetstream. It's the first tablet with LTE in the US
and it also leverages the pen.
We're committed to using the pen as a differentiator. It lets developers add something special to their generic Android app.
– Jad Boniface, HTC
(JB) We're committed to using the pen as a differentiator. It lets
developers add something special to their generic Android app. There's
enough sales volume and market share to provide an incentive to a
certain number of developers to add that functionality to their
app.
For developers that have a high quality, and who are willing to
work with us, we can also feature them on HTC Likes [the company's
portal for recommended apps] to allow them and their app to come to
the surface. We've had several million download referrals through HTC
Likes — obviously that was long before the pen came into
existence, but it's a pretty good incentive.
(ML) It allows you to get into new markets, too. In China there is
no [official Android Market], and HTC Likes is the way to get your app
downloaded in China.
Samsung is now also doing pen input with the Galaxy
Note. Why write apps for Sense and not for that?
(ML) That reinforced the idea that this is the direction the industry
is going to go in. We have multiple devices already in the market, and
this would be the way to get involved.
The same question must be asked regarding your 3D
implementation. There seems to be just one phone, the Evo 3D, that
supports it, and you have LG doing its own version of 3D.
(ML) We have two different [versions], GSM and CDMA, of the Evo 3D
being sold across a number of operators.
(JB) We think it's fantastic that this innovation is happening in
the industry. We provide a lot of tools and documentation on the
website, and it's a value-added proposition — you can have that
app in 3D on the Evo or without on another handset.
One
of the considerations to think about with 3D app development is it's
giving users a low-cost way to create 3D content that they can then
view on their 3D TVs.
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