Ideaworks Labs AirplaySDK.com eCommerce Site Open for Business

Cross-Platform Native Mobile Apps Tool Generates SKUs for all Major App Stores From US$99

LONDON, January 12 - Ideaworks Labs today begins selling licenses to independent developers
for Airplay SDK 4.0, the unique cross-platform native SDK for rich mobile
applications and games. Developers can now purchase seat licenses online by
credit card, extending their free evaluation with the right to distribute
apps publicly. Go to www.airplaysdk.com to learn more.

Airplay SDK 4.0 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 and Qualcomm BREW devices. 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.

"Porting costs have stymied opportunity and innovation, creating
stovepipe platforms that discourage true choice" says William Stofega,
analyst at IDC. "Tools such as Airplay SDK 4.0 can help bring about a truly
open application ecosystem that will benefit end users, operators, and
handset vendors alike."

Developers with annual revenues of less than $100,000 can use Airplay
SDK 4.0 for iPhone development absolutely free, or deploy across all
supported platforms at a cost of US$99 per seat per year. Those with revenues
between US$100,000 and $2m pay US$999 per seat per year, and receive an
increased level of support. For organizations earning over $2m annually, a
per-application fee is payable, available on request.

"We have been overwhelmed by the immediate uptake of Airplay SDK since
its initial launch in late October" said Tim Closs, CTO of Ideaworks Labs.
"The number of downloads has exceeded expectation and the forums are buzzing.
With the opening of the ecommerce site we are making it easier for developers
to get on the Airplay SDK bandwagon".

Airplay takes care of the differences of the various underlying OS's so
that developers need not to immerse themselves in detail. It also comprehends
all handset differences such as screen size and input type, allowing
developers to focus on the things that really matter - user experience and
functionality.

All developers can register and download a full free evaluation of
Airplay SDK 4.0 by visiting www.airplaysdk.com

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 platform is the result of
over 8 years of research and development into high-performance native
multimedia applications on mobile devices, and has powered ground-breaking
and award-winning titles such as Konami's "Metal Gear Solid Mobile", which
won "Best Game" and "Operators' Choice" accolades at IMGA 2008.

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

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