Unfortunately the tab to peel of the backing is at the speaker end, which mean that it should start there. But line it up (without applying it) at the joystick to see how you need to position the speaker end, because the protector it is a little smaller than the screen, which means you want to make sure the joystick hole (WOW, that sounds nasty!) lines up.
Did that make sense?
I also have the Steinheil. Mine didn't come out quite as well. the area by the joy stick aren't bubbles, but it just wont lay down. I'm saving my second protector for now.