Last Month we had the chance to once again work with the Chicago band Wilco on updates to the successful iPhone application.  The updates gave us a chance to improve some of the features already in the application and add even more.  Wilco has always been dedicated to using new technologies to help the band connect to their fans and these improvements strengthen that connection.  The new version features an all new roadcase with live concert recordings from the Boston, MA and Madison, WI performances.  We were able to improve the photo and poster galleries and add a section dedicated to the upcoming Solid Sound festival.

I had a chance to discuss the app at last Month’s Mobile Monday Chicago Mobile Demo Showcase held in Chicago on June 21.  The presentation focused on some of the updated features of the app and highlighted the cloud based data integration with wilcoworld.net, the official Wilco website.

In addition to the iPhone app updates we also worked with the band to update the website’s discography using the latest HTML5 audio technology.  You can now enjoy the bands discography on your iPad and other modern web browsers like Chrome and Safari.

Stay tuned for future updates coming very soon that will enhance the Solid Sound section and allow you to listen to the concerts and album tracks while multitasking.

Last month we attended the third annual Google I/O 2010 Conference. The conference, held at the Moscone West Center in San Francisco, CA, was the largest yet with over 5000 attendees, 90 breakout sessions, and 180 demonstrations in the Sandbox area.

NYSTROM Herff Jones Education Division, Roundarch’s client, was invited to show StrataLogica in the Sandbox area. We were on hand to answer technical question while Don Rescigno demonstrated StrataLogica to the attendees. We are proud to say that StrataLogica was well received by the attendees and praised by Google’s developers.

The daily keynotes, breakout sessions and Sandbox demonstrations were interesting. However, the real benefit was two days of rubbing shoulders with Google developers and developers who use or are interested in using Google products—swapping stories, ideas, and generally talking shop.

The first day’s Keynote fired up the audience.

The main theme was open and inclusive technologies with unveiled shots at Apple for their decision to exclude Flash on the iPhone. Google made a commitment to HTML5 (and CSS3), Wave is opened and in Google Apps, Google Web Tools supports Spring. Also, Google announced Storage for developers and the Chrome Web Store: a single place to find Web apps.

HTML5 helps provide a desktop app experience to user’s of RIA and is supported by every major browser. (IE9 will support HTML5.) CSS3 transitions and font embedding were mentioned in passing. Google Fonts API will generate the CSS needed to add Google hosted fonts to a Web page using the @font-face CSS tag.

The HTML5 specification opens up access to the client system. There is still some foot dragging on access to system devices and areas of the specification that need to be clarified, but when available would make projects like Motorola’s easier. An example use was dragging and dropping email attachments where a file on the local PC can be dragged into the Web application.

With HTML5, came the announcement of a new video format named WebM. This is an open sourced format that runs in the HTML5 video tag and can be supported in other media players. Webm is based on Vorbis for the audio and VP8, by On2—recently acquired by Google—for the video.

Adobe announced HTML5 support in Dreamweaver and WebM support in Flash. Dreamweaver will have three different size preview panels so the developer can see how the Web page looks in a traditional browser, a mobile phone portrait orientation, and a mobile phone in landscape orientation.

There now is a growing need to create designs that are more fluid and can transform themselves to different screen formats.  The Sports Illustrated editor gave an impressive demonstration of a Web edition of the magazine using HTML5.

There is a lot of promise in the emerging HTML5/CSS3 standard to provide a rich interactive user experience. This is especially true in the mobile market where Apple and Google are already implementing HTML5.  GWT, Google Web Tools, was mentioned mostly for the new performance tracking tools and its tight integration with The Spring Framework.  GWT generates cross-browser compliant HTML5, CSS, and JavaScript from Java, allowing developers to rapidly create AJAX enabled Web apps with little client side programming.

Whereas Wednesday’s Keynote was all about HTML 5 and Video, Thursday’s Keynote was all about Android and Google TV.

Starting with the announcement of Android 2.2, dubbed Froyo (FROzen YOgurt), and then proceeding on to demonstrate a wealth of new features.

Froyo’s JavaScript engine, taken directly from Chrome, includes a Just-In-Time compiler improving performance by up to 500%.  Also demonstrated were improved application support features including installing to removable memory for portability between devices (if the app allows) and in the event of an application crash, Froyo can upload a stack trace to the developer’s account to assist with fixing bugs that have made it into the wild.  Many enhancements simplifying device to device and device to web communications have been added also.  In addition, keeping with Google’s focus on advertising, several new provider agnostic ad placement mechanisms have been added.

Following the Android demonstration, Google TV was announced.   Google’s goal is for the web to change TV as it changed computers and mobile devices previously.  I think the most important take away from the presentation, is that Google TV is:

1. An open specification that manufacturers can use to assure interoperability between their TV devices.
2. A hardware specification for those devices to ensure compatibility with Google TV.
3. An Android & Chrome based platform that can be deploy to any device that complies with the hardware specification.

The most compelling feature of Google TV is eliminating the concept of the Input Source.  Instead of changing inputs between Cable, Internet, DVD or Blue Ray and then using the available search features (if any), Google TV would instead issue a user’s search across all devices and the results will be displayed integrated together. The correct input source is then streamed according to the user’s choice.

Being Android, developers will be able to create/install applications. One interesting example would be to use existing services to translate closed caption feeds into languages that are not supported.  With all the improved device to device communications of Android, any Android device will be able to interface with any Google TV device.  Obvious examples: programming your DVR from anywhere with your phone or using it as the remote.  A more advance app would be watching recorded video from any Android device anywhere.

The NBA also demoed an application based around their content that demonstrated how a normal broadcast can be enriched with related content.  This leads to the implication that companies should consider including a TV presence in addition to Web and Mobile presences.

We think some of the most interesting insights that were very apparent at the conference are:

1. Adobe is on board with HTML 5 and WebM.  This makes HTML vs. Flash discussions somewhat academic or irrelevant.
2. Google clearly has Apple/iPhone in their sights.  There were quite a few shots directed at Steve Jobs in addition to numerous comments about his company and its devices.
3. Google has affirmed its commitment to open and inclusive standards.  They will embrace these standards where they are established and spearhead their creation and adoption where they do not.

I recently read an article exploring the idea that new tablet devices, including the iPad, will create a greater demand for SaaS and cloud storage.  This is an interesting perspective to me because I don’t think we’re too far away from the day when “iPod as a service” becomes a reality and there is no more need for DRM.  Paying $9.99 a month for listening to any song ACROSS any compatible device you have, and having the option not to “own” any of the albums or songs sounds good to me.  Rhapsody has an early model in place already that does this to an extent (it supports a few devices, but not ANY device). With the continued development of “As A Service” business models and frameworks I can’t think of a reason why iTunes or a future “Google Tunes” cannot do it tomorrow

What used to be called Storage Area Networks a decade ago and was intended to make enterprise storage more robust and accessible is now commoditized and called the Storage Cloud. Computation is also becoming an accessible commodity with the Elastic Compute Cloud. Access to applications and storage is now more consumer friendly and unlimited. If you think about it we’re in a sense going back to the Mainframe days. Only now you can access a “mainframe” with theoretically unlimited computing and storage power, for personal use, through your phone, sitting on a train and not just for dedicated scientific or business applications. Everything is becoming more seamless and transparent. For once we needn’t worry about operating environments, compatibility, or file formats. We can now focus less on the Information Technology and more on the Information.

The defining characteristic behind the adoption of any pervasive computing enabler (SaaS being the front runner right now) has been the degree of mobility of the associated commercially available User Agent (iPad, iPhone, HP Slate, Android devices like ICD Gemini etc). While it can be argued that these devices are still in their infancy, if Moore’s law is anything to go by, we’ll see significant improvements in associated enabling technologies, specifically connectivity and bandwidth, as these devices gain market share. As the enablers do more the devices themselves need to do less without overall loss of functionality. In other words pretty soon you will find fully functional clients getting smaller and thinner simply because the technology has matured to the degree that storage and computation is not a constraint anymore. Just so long as you are connected to a pipe that’s fast enough to shuttle data back and forth without latency (IEEE 802.16 anyone?).

Taking the idea of smaller sizes and integrated capabilities a bit further I can’t help but imagine what new possibilities nano-scale technologies and quantum computing will offer in the near future. For those more inclined towards theoretical computing foundations there seems a greater push to look beyond the traditional Church-Turing conjecture that all computing technology based on registers and pointers is arguably inspired by. What seemed like sci-fi fantasy 20 years ago is in our pockets today. Mark Weiser’s Smart Device is now a reality, the internet of things is probably not too far away. By all indications could “Hyper-computation” be doable in 20 years or less? Regardless with the advent of full virtualization, on demand licensing and increased bandwidth we’re in for some good times ahead!

A few weeks ago, a bunch of us at Roundarch went down to Austin Texas for the yearly new media conference, South By Southwest (SXSW) Interactive. Although SXSW started out as purely a music festival to fill in the void in business during the spring break, it is now the highest revenue producing special event for Austin. It’s music festival has over 1,400 performers at over 80 venues over four days. The event now has an interactive conference and film festival all bunched up in the span of a bit over a week.

SXSWi seemed really big this year. It seems to be getting bigger and bigger every year and quickly becoming the “it” event for anyone in new media whether it’s digital marketers, social media folks, tech entrepreneurs, web technologists, bloggers, venture capitalists, publishers, agencies, etc. SXSWi is the one place where one can run into successful tech entrepreneurs and CEOs like Tony Hsieh of Zappos, famous authors like Guy Kawasaki and Tim Ferriss, and twitter whales like Pete Cashmore of Mashable and Evan Williams of Twitter. It’s a really great conference for those interested in hearing what the thought leaders of the online interactive industry and the herd are doing. I recall last year I didn’t meet that many people from Chicago but this year it seemed like everywhere I turned I met someone from Chicago. Many of them were SXSW first timers. My overall impression was that companies are starting to have a social media budget and sending these people down here.

Panels at the SXSWi conference typically fall under business, web design and development, nonprofit, or emerging technology. I stuck mostly to the web design and development track. Some of the notable panels I went to include scaling web applications, iPad, designing seductive interactions, and game mechanics. One of the things I really enjoy about SXSW is seeing and learning how others are doing things and their willingness to share.

Two big themes of this conference were mobile and social media. Just the sheer number of people whether they be social media enthusiasts or professionals doing some sort of social media work for companies was astounding. The demographic is definitely skewed towards the people with iPhones and it almost always guaranteed to bring the AT&T network down. Last year AT&T had to have a mobile antenna nearby. Location based apps like Foursquare and Gowalla also made a big splash this year. Last year people were using solely twitter to find out where their friends were at SXSW. This year, one of the most useful tools was the trending feature of Foursquare that showed you which venues had the most checkins.

Some people come down to SXSW as much for the conference as for the parties. Companies ranging from big software corporations like Microsoft as well as startups like Gowalla make an effort to throw big parties in order to please the vocal and active online crowd. On any given night, there’s probably around 3 different parties going on and lines are usually ridiculously long. Personally I’m a bit too old for that and it’s not how I roll. I prefer a more intimate and quite setting so that I can really get to know and connect with the people I hang out with. One evening, a small group of us ended up in a Thai restaurant with one of the Backupify guys (another great midwest startup) Ben Thomas. One another night, a small group of Chicago folks met up with some Youtube engineers to have a great private barbecue. In this type of setting I am able to learn more about what they do, converse and connect. In short SXSW is a great way to develop connections you otherwise wouldn’t make. Your mileage may vary depending on your age and tolerance for alcohol. I personally like going to the sessions. I think the early morning sessions separate the men from the boys and you typically see some hardcore technical ones in the morning.

This year’s keynote with Evan Williams, cofounder of Twitter was a bit of a let down. The one big Twitter announcement of the new @platform was covered only very briefly. First of all, the person doing the interviewing is probably a better writer than a speaker and should have probably stuck to his day job. Many people in the audience complained and even Guy Kawasaki made a jab. Personally I think Guy should do all the keynote interviews. He is entertaining and gets right to the point.

The SXSW experience is what you make out of it. You can go to tons of sessions and learn a lot. You can make friends and lifelong connections at various parties. You can spend time with vendors and learn what their product roadmaps are. Five days is definitely on the long side and by the third day, I feel pretty exhausted but I recommend it if you are in the industry.

This was a panel of people from different industries: gaming, print, and publishing and their take on the iPad. Unlike Apple’s existing products iPhone and Macbook, which entered existing markets, the iPad is creating a new market for a device that is neither mobile nor desktop. One speaker defined it as the recliner app or toilet seat app. There are currently 75MM+ iPhone OS (iPhone + iPod touch) devices in the market with a hockey stick growth curve.

The panelists include:

• Bill Jensen @billjensen, director New Media at Village Voice. 14MM pageviews/week across 14 newspaper sites. 90% of business is local advertising with a 70% growth over the past 3 years.
• Shervin Pishevar @shervin, CEO of Social Gaming Network, one of the leading social and mobile gaming companies, and over 11 million installs on the iPhone and tens of millions of users on Facebook.
• Jason Grigsby @grigs, co-founder of CloudFour, a web and mobile development firm.
• Katherine Tasheff @tasheffka from Hyperion Books

Shervin actually got to spend some time with the iPad and he was amazed at how fast he got used to the virtual keyboard. Pundits question whether or not people would get used to typing on the screen, but Shervin said he was able to get to 85 words per min in 10 minutes. He also noted that the chip is fast and that there is a significant performance improvement compared to the current iPhones. This will translate well into the gaming space.

• Of the top grossing apps in the iPhone app store – 76% of them are games
• Estimated to be $30 billion industry by 2013
• iPad preorders – estimated 51,000 in first 2 hours
  90,000 in the first 6 hours
• Estimated to be 20MM iPads in the market by 2013

Katherine noted that ebooks already outnumber games in the Appstore. However since most of the top grossing apps are games, one could hypothesize that the phone form factor is not as conducive to reading and that ebook content in general do not perform as well as games. Essentially books haven’t changed since the 1400s. The industry is very slow to change because their model has worked so well for so long. However book sales have declined 5% over the past year. The ebook represents an opportunity for those who can come up with compelling content and experiences that fit the ebook model.

iPad is a great web browser. It’s got a new super fast Javascript engine. It’s resolution is that of a standard browser. It will support the latest CSS and HTML standards. Basically web apps are going to look great on it. This opens up opportunities for developers to make great iPad apps that bypass the Appstore distribution and let them keep their 30%. Also it will lower the barrier to entry as far as having an app for the iPad. Also iPad makes for a great dashboard appliance for scenarios such as the manufacturing floor.

In summary, the three industries see great opportunity since it’s a new product entering a new market reaching potentially a whole set of new users.

Many people are turned off by iPhone app development because they don’t want to learn another platform (Objective-C). In many ways, learning Objective-C is taking a step backwards. Things like memory management and pointers are not something the modern web developer thinks about anymore. Also the idea of having to have different code bases for different mobile environments can be a huge deal breaker for adopting a platform. Nobody wants to create an application and maintain different versions of the app for iPhone, Android and Blackberry. Not only is it a developer’s nightmare, but the costs can be huge. New development frameworks attempt to solve this problem by abstracting the specific phone platform so that the developer can write in one codebase (usually one that is familiar to the web developer) and deploy to multiple platforms. Here are some of those frameworks:

PhoneGap

PhoneGap is an open source development tool for building fast, easy mobile apps with JavaScript. It is free to use and can deploy to iPhone, Android, Palm, Symbian and Blackberry.

Appcelerator Titanium

Appcelerator Titanium is another free and open source development tool. You can build cross-platform apps that deploy to desktop, iPhone and Android using existing web skills like Javascript, HTML, CSS, Python, Ruby, and PHP. I’ve personally tried Appcelerator and have nothing but good things to say about it.

Monotouch

MonoTouch allows developers to create C# and .NET based applications that run on Apple’s iPhone and Apple’s iPod Touch devices. This is great for your typical Microsoft shop or enterprise that has a strong .NET skillset. A 1 year corporate license will run you about $1000.

These are just a few of the tools you can use to do cross platform mobile development while leveraging existing web development skills. It represents an exciting time because as traditional web developers we can quickly and easily create mobile applications. Speaking from my own experience over the weekend, my friend and I created an iPhone app in less than 12 hours using Appcelerator Titanium for the Day of Mobile Hackathon, and we went on to win Best iPhone app. Not too shabby for 2 people who didn’t know any Object-C walking in.

I won’t beat around the bush. The iPad is the future of computing. And I don’t want it. Well, not yet.

Just Like Any Other Tablet

Many look at the iPad as a wi-fi enabled 10” 1024×768 flatscreen with no USB port, SD card slot, or camera. They look at the iPhone OS and wonder why you’d use something with far less functionality than the hundreds of other tablets that have been on the market since the early 2000’s.

What they’re missing is the potential for the iPad to be the start of something new. Coming in the form of an evolved iPhone, something familiar to most of us, it doesn’t seem all that new or different.

But imagine, for a second, using the iPhone as your main computer. The reason you never have to dig through folders to find what you were working on, deal with software conflicts, or spend time cleaning up the iPhone after removing a piece of software is because the iPhone approaches computing from a different angle than the computers we’re used to dealing with every day. By expanding the iPhone from a small pocket tool to a larger device, Apple is trying to apply the iPhone’s model of computing to the tasks we currently use laptops for.

Yes, It’s Underwhelming

At the iPad’s unveiling I could sense the disappointment in the discussions within my company and across much of the internet. When the iPhone was first introduced, it blew away notions of how a phone worked and what kind of experience a low-powered mobile device was capable of.

People were hoping for a similar sense of disbelief with the iPad. They wanted it to save the publishing industry, they wanted new input methods, they wanted “out of control” multi-touch interactions, and most importantly they wanted it to do things they hadn’t even dreamed of doing yet. In short, they wanted to feel like Apple had developed the future and was showing it to them. That’s what the iPhone introduction felt like.

Instead, what people got was something they’d already seen. And so it was easy to pick out the flaws. No open app distribution model? No camera? No multitasking?

But when you’re looking at the prototype of a new computing platform, those complaints are irrelevant. All of them will be added in time. What cannot be changed are the fundamentals of the software design.

The iPhone got these fundamentals dead right from day one, and the iPad is now inheriting them. Fundamentals like a touch-based interaction model. Fundamentals like an easy to understand way to acquire and run applications. Fundamentals like the complete change of focus from navigating a confusing hierarchical file system to a simpler task-based interaction model.

As Andy Ihnatko says,

“It struck me that Apple was making a clear statement with the iPad: ‘We were right about the iPhone.’ They had a clear and ambitious concept about an entirely new computing platform and an entirely new way that humans would interact with hardware. They were so right about it that when the time came to build a tablet device, changing the UI seemed vulgar at best. […] If the iPhone had never existed, the iPad would still have made sense as a touch-based computer.”

A New Interface

The very things that make the iPad so great are also its biggest weaknesses. By developing a new interaction paradigm — touch-based rather than mouse-based — Apple has rendered all existing desktop software incompatible with the platform. To truly take a step forward, this is necessary.

Starting from zero is a daunting proposition. It is the reason Microsoft has never been able to garner mainstream acceptance from the tablets it promotes, despite grand proclamations about the coming tablet revolution back in 2001. In Microsoft’s universe, compatibility is king, hence the constant attempts to put Windows on a touchscreen. The taskbar, windows, dropdown menus, contextual menus, rollovers, and the rest of today’s pervasive interface elements make for an awkward tablet experience, but one with the advantage of an entire universe of software already built for it. Starting from zero, as Apple is doing, takes guts. The risks are exponentially higher, as are the rewards.

Apple is bootstrapping the process by launching the iPad with enhanced versions of the same applications that have been successful on the iPhone. Watching movies, listening to music, browsing the web, checking email, and more are all designed to be seamless and elegant experiences. With these basics, the iPad is capable of meeting the casual needs of some people. In addition, it features compatibility with the existing library of iPhone apps, although this is of questionable value for many. Even with these boxes checked, it won’t come close to replacing a laptop for most people.

I Still Don’t Want One

For years, the tech industry has chased the dream of the device that fills the space between the mobile device and the computer. The difficulty with this space is that there isn’t obvious demand to fill. Devices have to muscle in and make their own space. The iPad may be one of the best to try, but it doesn’t change the fact that it’s not something many people need, myself included. My colleague Ben McNeil summed it up when he said, “This device doesn’t seem to blend everything I need but rather gives me one more gadget I own.”

And like a child needing a parent’s steadying hand on the saddle when learning to ride a bike, the iPad needs to be tethered to a real computer for tasks like backing up, downloading photos, and syncing music. Until my files live online, rather than on a hard drive tied to one computer, the iPad won’t seamlessly integrate into my digital life without a lot of awkward shuffling and copying to make things available to the iPad on an as-needed basis. I don’t need to pay for the added complexity of working this device into my life, and my iPhone already does a good job of surfing the web on the sofa.

And Yet

Given the option, the prospect of carrying an iPad around is already so much more enticing than using my laptop. I yearn for the portability, the battery life, and most of all, the efficient and focused interface that my iPhone has given me a taste of.

I want the productivity and joy of using something that sheds the 20+ years of baggage my computer has inherited. The design decisions made in the 1970s that seem unprepared for the scale of my online life today, such that I am constantly having to organize and clean and manage my system.

As Fraser Speirs states,

“The Real Work is not formatting the margins, installing the printer driver, uploading the document, finishing the PowerPoint slides, running the software update or reinstalling the OS. The Real Work is teaching the child, healing the patient, selling the house, logging the road defects, fixing the car at the roadside, capturing the table’s order, designing the house and organising the party.”

I want something that lets me get The Real Work done.

A Whole New World of Apps

Application development on the iPad has the ability to sustain bigger apps than what we’ve seen on the iPhone. The 99 cent app market on the iPhone has exploded because the device lends itself to quick, cheap entertainment. Lots of people will spend a buck for a couple of minutes’ excitement while waiting at the bus stop or standing in line. The iPad won’t be used in those situations, so the demand for those cheap thrill apps won’t be as strong.

Instead, people will start demanding more functional apps. Apple sent a clear signal by showcasing a highly functional and polished office suite in the form of iWork for the iPad. By doing this, they were in effect asking others to follow their lead by developing desktop-class applications. This call is already being answered. The Omni Group, the leading Mac development house responsible for OmniGraffle and OmniPlan, among others, has announced an immediate pause on developing their next generation of desktop software while they port their complete portfolio of applications to the iPad.

Apple also has the advantage of being in a better position than anyone else to cultivate a healthy 3rd party ecosystem of applications. It may be counterintuitive considering the discontent over their tight control of app distribution. But Apple has developed something even more valuable than open application distribution: a cohesive platform. This advantage may diminish in the future, but when launching a new platform it is incredibly important. Software developers will be hesitant to invest significant money developing applications if they are not sure what hardware, and by extension how many users will be able to run them. Android is starting to feel the effects of varying versions of the OS spread across a myriad of hardware configurations. Apple, meanwhile, has shown with the iPhone that it can drive a platform forward while minimizing the expense of dealing with device incompatibility.

What Happens Now

I won’t bother with a prediction about the iPad’s success or failure because they’re a dime a dozen in the wake of its launch. This post isn’t about whether Apple will tumble from its current summit or climb the next peak. This is about understanding why the iPad is more than just another tablet.

For the iPad to succeed, it doesn’t need to be a home run now, it simply needs to stick around and gain a modest number of users who are willing to pay for apps. If that happens, in 5 years time we’ll start to see a healthy ecosystem of applications that begin to turn the iPad into a viable general computer replacement. And in 10 years time we’ll see a new generation of users that have adopted iPads, or whatever Android- or WebOS-based tablets are around at that point, as their main computer. We’ll see existing expert users spending a large portion of their time doing work on tablets.

Of course, even then most of the computing landscape will still revolve around the traditional computers that are deeply entrenched today. But it will also be clear that they are part of a waning era. In 20 years’ time they will have relinquished the spotlight to take the place of the mainframes of yore: running back end services and thousands of custom business applications for years to come, while people use touchscreen devices for their everyday online lives.

And at that point, we’ll look back and realize that this drastic shift from Old World to New World computing, as Steven Frank terms it, began with something that at the time seemed like a boringly predictable, some would even say say lacking, evolution of an iPhone.

Nigel Warren is a UX designer at Roundarch

The Avis iPhone app that was designed and developed by Roundarch is featured in an Apple television spot.

Even the most basic marketing textbook espouses the importance of being the first to market with new concepts, but most of these books were not written in the internet age. The internet has an incredible amplifying effect on being first. Jim Lecinski, Managing Director at Google, gives a great presentation on speed to market in the internet age. Without stealing Jim’s thunder, ponder two facts:

• YouTube and Facebook went from zero to millions of users in 18 months

• Betty Crocker launches its recipe of the day in June of 2007. Kraft launches a much nicer recipe of the day in December of the same year. Betty Crocker has 10x the number of users

For Roundarch, we have seen this front and center with our development of the iPhone application for Avis. A year ago we were discussing an iPhone application with Avis, but they were coming off of an expensive redesign of Avis.com and looking into the teeth of a nasty recession. But in the end, we both felt it had to be done.

The application has been a success in terms of incremental reservations, but its largest benefit may end up being the free advertising it has garnered Avis from Apple. In a single week, the application was featured in full page ads in the New York Times, Time, Newsweek and National Geographic Traveler. We are trying to calculate the dollar benefit of the brand impressions generated from this exposure, but we don’t need the calculations to know that being first has yielded huge benefits.

But even with all this success, being first is not without risks.  The ratings on iTunes for the application are relatively low. Most of the low ratings are due to complaints that the application does not have all the functionality the user would like. We are working on expanding the application, but would we have been as successful if we had waited until we had 100% of the desired functionality? I don’t think so. Working in the digital age means that you have to move quickly and take more risk than in the past.

The Roundarch Labs team has been working on some really impressive projects for mobile development.  Roundarch had previously released the Avis iPhone app which fully integrates directly with the Avis reservations system.  It was the first fully integrated mobile application for a rental car company. Building on this success we developed and helped the band release the Wilco iPhone app.

The project was such an exciting opportunity for Roundarch because so many on the team are Wilco fans.  What better than to be working on a mobile app for one of your favorite Grammy Award winning bands?  We were able to design the app based on the functionality we would love to use ourselves.

The functionality includes:

• Up to the minute news and complete tour listings including pre-sales, maps to venues, requests, ridesharing, etc.
• Ability to listen to your favorite Wilco tracks from their discography, including Ashes to American Flags, as well as the Wilco Podcast.
• Ability to watch videos.
• View photos published live from the road.

The Wilco app was developed using our “Mobile Web Enabler Proxy.”
  This allows the app to work more like a Web application utilizing an Adobe AIR-like framework that utilizes webkit.  This framework contains a Request Translator and Content Transformation layer, and is designed to provide a standards-based mechanism for the delivery of content to a number of webkit based smart phones in the marketplace.

The team at wilcoworld.net has a ton of excellent content so we decided to use the Wilco app to test the web layer out. It works amazingly well and we are all quite happy with the result.  The major milestone of the app was developing a media streaming solution that worked with our web-based front end, which will enable us to migrate to other platforms with relative ease.

I’m extremely happy to say that the Wilco mobile application hit the iTunes App Store last month.  The Roundarch Labs team is excited to help give Wilco fans a chance to have a little bit of the band in their pocket.  Wilco is set to release their seventh studio album Wilco (The Album) on June 30th, 2009.