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1. Yes. Programming of the modules must be performed from within either the SDK itself (via the make target), or by executing the command line tools (i.e. CHIPLOAD.EXE) that run (under the hood) during the compile/programming process. If you don't know what this means, read the Quick Start Guide found in the SDK under the Project Explorer Tab, then drill into ~Doc/WICED-Smart-QSG202.pdf.
I also recommend you add the VERBOSE=1 directive to your make-target to see the MS-DOS commands in action. This thread also describes the CGS.EXE and CHIPLOAD.EXE tools in more detail: Is there any documentation describing the cgs.exe and chipload.exe?
Some customers use a bed of nails connection to access the 20736S HCI UART during the programming, whereas others have put a small connector on the board for the electrical connection.
Have you read section 6 and 7 from the link: Programming the TAG2/TAG3 Board using command line tools
I think AVNET (via BP Micro) may also offer pre-programming services for the modules if you want somebody else to do the programming for you.
Since you'e already clicked Broadcom's WICED-SMART Development Kit License Agreement when you created your Broadcom Community Forum user account, you have free access to the SDK content including the EEPROM programming tools. You are not authorized to grant third-parties access to these tools however, as they'd need to sign the click-through licensing agreement like you did. Please re-read the SDK License agreement found in the SDK under the ~WICED-Smart-SDK/Doc/Broadcom-WICED-Smart-SDK-License-1.1.pdf
2. Yes. You may use Broadcom's Secure OTA sample application as your baseline for your product found in ~WICED-Smart-SDK/Apps/ota_secure_firmware_upgrade/peerapps. You'll probably want to make it prettier, and include your legal mumbo-jumbo on the spash screen.... :-)
3. I think you want to create your own. Refer to Re: WICED Smart BCM92073X Generate Your Own UUID
I've a question regarding topic 2:
I redesigned the UI of the Android smart OTA application, should I include the Broadcom license agreement anyway?
Can I use custom logo instead of the Broadcom logo?