Ideaworks Labs Cross-platform Airplay SDK 4.1 Extended to Support Maemo Devices and Development on Mac

Remote Control Feature Leads to Huge Efficiency Leap in Applications Test and Debug

LONDON, February 10 - Ideaworks Labs announces the latest version of Airplay SDK, the
ground-breaking cross-platform development tool for native mobile apps.
Continuing to extend Airplay SDK, according to the needs of developers, the
4.1 release adds support for Nokia's Maemo platform, development on
Mac/Xcode, and Remote Control of the desktop simulator from real connected
devices.

"We are tracking the market closely and ensuring that cross-platform
Airplay SDK is inclusive of all major platform types, so that we can offer
the widest opportunity to developers without incurring additional cost in
their development flows" said Tim Closs, CTO of Ideaworks Labs. "By adding
both Maemo support and Mac development we open up whole new avenues to
developers with them having to take on additional risk or device expertise."

Now that Airplay SDK is available for Apple Mac, a huge number of iPhone
apps developers can, for the first time, easily bring their products to a
wider audience by targeting Android, Symbian, Windows Mobile and other
Smartphone platforms in addition to iPhone. Equally, mobile developers
choosing a PC-based environment can create, test, deploy and sign iPhone (and
soon iPad) applications without requiring any additional hardware or
software.

"Flook is the world's first location browser allowing people to discover
and share local secrets via an innovative, swipe-based UI. Ambient wanted to
open flook up to a wider audience by targeting Android, Symbian and other
platforms, and Airplay SDK was the natural choice." said Jane Sales,
co-founder of Ambient Industries, adding '"Not only have we saved the
traditional porting costs, but we've removed the risk associated with placing
bets on any particular app store channel."

Airplay SDK's new Remote Control capability combines the efficiency of
desktop development with the benefits of real tactile device interaction. Any
WiFi-enabled device can become the input source for the Airplay SDK desktop
Simulator, sending events such as touch screen and accelerometer. The
Simulator screen output is streamed back to the device, meaning that the
entire app can be tested using real hardware, without having to be
continually deployed or debugged on the device thus reducing testing time and
cost.

Responding to requests from the growing Airplay developer community,
Airplay SDK 4.1 also includes a new Contacts API, opening up richer social
networking functionality within Airplay apps. The SDK will also be offering
iPad support in the very near future.

Cross-platform Airplay SDK allows mobile 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. 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.

All developers can register and download a full free evaluation of
Airplay SDK 4.1 by visiting www.airplaysdk.com

Come see Ideaworks showcasing Ride OpenGLES2.0 Game built on Airplay SDK
on Texas Instruments booth in Hall 8 (8C86) at Mobile World Congress on
17/18th Feb 2010.

About Ambient Industries

Ambient Industries is a privately held software company based in UK. It
was founded in 2008 by two former Symbian senior managers. Its first product
is a social navigation/networking application for the iPhone released in late
2009 called Flook. Flook has been very successful on the iPhone, launching
late in 2009, and becoming a staff pick on January 25th 2010

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 SDK 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