LONDON, January 12 /PRNewswire/ -- 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 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

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:

SOURCE: Ideaworks Labs

CONTACT: Contacts: Ideaworks Labs Ltd., +44(0)8456-434969,