Airplay SDK now Available for Apple Mac

Ideaworks Labs Announces the Latest Version of Airplay SDK With Support for Development on Mac and Xcode, iPad Support Soon

LONDON, February 10 - Having launched the PC version of their ground-breaking cross-platform
mobile apps SDK in October 2009, Ideaworks Labs today announces availability
of Airplay Mac SDK, opening up the unique power of Airplay to the huge
community of apps developers working in a Mac and Xcode environment.

"Many iPhone developers are looking beyond the bounds of the App Store
and have picked up on Airplay SDK as a powerful vehicle to expand into other
platforms." said Tim Closs, CTO of Ideaworks Labs. "We are responding to
requests from that growing community to bring Airplay to their development
environment of choice; Mac and Xcode."

Airplay SDK allows developers to compile a single codebase to native ARM
CPU instructions, then deploy with a single click to all iPhone, Android,
Symbian, Windows Mobile, BREW and Maemo devices. Other platforms, such as
Apple's newly announced iPad will be supported soon.

The traditional costs of porting between operating systems and devices
are entirely removed, meaning that developers can afford to target multiple
app stores and thus hugely increase their addressable market from around 50m
Apple devices to over 500m smart-phone and feature-phone devices globally.

Mac/iPhone developers with annual revenues of less than $100,000 can use
Airplay SDK 4.1 for iPhone development absolutely free, or deploy across all
supported platforms at a cost of $99 per seat per year.

Developers can register and download a full free evaluation of Airplay
SDK 4.1 on Mac (Beta) by visiting www.airplaysdk.com.

Sam Clegg, Airplay Systems Manager, will be presenting 'Airplay SDK -
Taking your iPhone app to half a billion' on 13th February 2010 4:00 PM -
4:30 PM on the Main Stage at MacWorld

Ideaworks and partners Ambient Industries (flook) will be exhibiting at
#1366-41 in the Mobile Application Showcase at MacWorld.

About Ideaworks Labs

Ideaworks Labs is a privately held technology company headquartered in
London. Founded in 1998 with a strong Oxford and Cambridge computer science
and electronic engineering pedigree, the company has an unparalleled track
record of creative innovation and technical leadership in the field of
cross-platform mobile applications. The Airplay native cross platform
development system is the result of over 9 years of research and development
into high-performance native multimedia applications on mobile devices and
has powered games and applications across nGage, Symbian, BREW and iPhone
including three No 1 games on the iPhone Apps Store.

More information can be found at:
www.ideaworkslabs.com

    Contacts:

    Ideaworks Labs Ltd.
    +44(0)8456-434969
    press@ideaworkslabs.com

Contacts: Ideaworks Labs Ltd., +44(0)8456-434969, press at ideaworkslabs.com, bryce.johnstone at ideaworkslabs.com