All platforms allow developers to create games for PCs, Macs, Nintendo Wiis, and iPhones. The free version, formerly known as Unity Indie, was previously priced at $199. Broke and/or stingy devs are welcomed to download the platform here. The pro version of Unity's platform will continue to sell for around $1,500.

In a statement released today, CEO David Helgason said, "With the explosive growth in new platforms and performance improvement in our Unity suite of products, we believe that there are no technical hurdles remaining for high quality interactive content everywhere.

"Now we are removing financial hurdles as well. Unity is mature enough and easy enough to use that it can be the entry point for those developers taking their first steps with the technology."

With the 2.6 release of the platform, Unity provides full support for external versioning tools such as Subversion, Perforce, or any other version control system. Unity has also added Visual Studio integration and can automatically sync a VS project to source code so all scripts are in the solution and IntelliSense is configured.

In the past, ReadWriteWeb has looked at Twitter's platform potential. The service has already been used to create meme trackers, emergency alert services, news feeds and brand monitoring tools. As the infrastructure and search have improved, Twitter has become the go-to site for real time media. But can the company make a Facebook-like leap?

In late May, Facebook had a valuation of $10 billion dollars based on a $200 million investment from Digital Sky Technologies. And like Twitter, while we've seen huge traffic numbers, Facebook only yesterday announced becoming cash-flow positive. If Twitter is attempting to become the "pulse of the planet" as suggested by the widely criticized leak of the company's internal documents, then perhaps $1 billion dollars isn't entirely off. Does Twitter have the assets to warrant such a high valuation, or are we looking at the makings of a speculative investment disaster? Let us know your thoughts in the comments below.

Mossinac describes the implementation of "Facebook Connect for Mobile Web" as simple. With only four lines of code, developers can add a Facebook Connect button to their app in order to make it more social. The only requirement for implementation is that the handset has to have a web browser. In other words, "any site, any application, and any platform" can now tap into Facebook's APIs.

During the speech, Mossinac revealed how successful mobilizing Facebook's website has been for the company. In the past month, Facebook saw 65 million visitors accessing the site from mobile phones. This includes access via the mobile website itself as well as from SMS and other specialized mobile applications. It also represents a dramatic increase from December when only 20 million mobile users were counted.

Currently, the company has deals with 180 mobile operators worldwide. The U.S., U.K., and Canada are the biggest markets. However, Mossinac said emerging markets are growing fast. For example, "Facebook Indonesia is on fire," he noted. "The metrics are amazing."

Facebook's Goals

The announcement of the new mobile platform isn't just a play by Facebook to get more users to visit their site. The company's overall goal is to make applications - both mobile and otherwise - more social. "What we did for photo sharing, we are going to do for mobile applications," said Mossinac. He's referring to how Facebook introduced a way to make sharing photos a more social process. No longer do you have to visit a separate website and plow through photo after photo to find the ones of you and your friends. Instead, with Facebook's ability to "tag" photos, the addition of new and interesting photos to the social network are announced via messages posted to your News Feed.

By socializing mobile applications, you'll be able to share more about your off-site activity with your friends in much of the same way. This will be especially helpful for the mobile games market, as it allows you to invite Facebook friends to play with you while also sharing scores, stats, and other information to your profile. For game developers, it means one person playing a mobile application can spread the word about it among hundreds of their friends. In addition, Facebook Connect eases the sign-in process for apps by using your Facebook identity instead of forcing you to create a new account.

"Facebook Connect for Mobile Web" is only one way the company is expanding to other platforms. They plan to integrate their technology on every screen, including that of your TV (already available thanks to Verizon FiOS's new widgets) and your game console (another new arrival via Xbox 360's recent update).

Mossinac also announced the introduction of a new Facebook app for Nokia's Series 40 devices. The app will allow for status updates from a homescreen widget.

But there's still a small problem here. Most Facebook applications aren't worth paying for. "It's sort of the chicken and the egg scenario," says Zuora chief executive Tien Tzuo, "we're providing the chicken, but are hoping it will hatch an egg."

It's not as if there isn't potential for a paid application marketplace. Facebook hosts some 50,000 apps and there are more than 600,000 developers on the Facebook platform. The problem is that a good bit of these apps are time-wasters, games, trivia, quizzes, and other somewhat non-essential applications - hardly anything worth your hard-earned money.

Z-Commerce, though, can imagine all sorts of applications that could take advantage of this new e-commerce platform. We would love to see professional, useful applications such as they ones they've envisioned - things like LinkedIn Recruiting, Relationship Managers, and other imaginary - but exciting - application ideas.

To get the ball rolling, Zuora is launching a contest for which they're seeking five Facebook developers to be the very first to build a subscription-based application with Z-Commerce for Facebook. Selected developers will receive free access to Z-Commerce for Facebook for one year. For more details, visit http://developer.zuora.com/facebook.

Editor's note: Looking back over 2008, there were some posts on ReadWriteWeb that did not get the attention we felt they deserved - whether because of timing, competing news stories, etc. So in this end-of-year series, called Redux, we're resurrecting some of those hidden gems. This is one of them, we hope you enjoy (re)reading it!

Web sites are only one kind of presence that companies can have today. Social Networks like Facebook and MySpace, mobile platforms like iPhone and Blackberry, browser extensions and RIA Applications all have an equal - sometimes considerably larger - share of users attention. Figuring out which presence should be delivered by the website vs. a third party is an important question that each company should ask.

User Experience is King

User interface innovation is a major part of the ongoing web revolution. As we've recently written in The Rise of Contextual User Interfaces post, static user interfaces are 'dead'. The new interfaces are simpler and more contextual. Instead of revealing choices upfront, they present them based on user gestures and context. The new user experience is about fluidity.

The innovations have set the bar for UI high. Users demand simplicity and elegance and want to know how to use the product without a manual. They expect the software to work perfectly, for it to be helpful and smart. No company can afford to ignore usability, or it will lose users to someone doing the same product with a better UI.

Today the user experience is not just a set of widgets or a website design. As Leander Kahney explained in his book Inside Steve's Brain, for Steve Jobs design is the function.

This is increasingly true about any modern web application. Users perceive all elements of the service as the service itself. They don't distinguish particular widgets inside Twitter or Twitterific; the vertical conversational faceroll defines Twitter. The way the service is delivered is why users like it.

Why Controlling User Experience is Important?

Each service that we love, whether Twitter or Digg or Flickr or del.icio.us, has its particular look, feel and philosophy. Passionate users enjoy these services because of the elements, choices and collective experience that the services deliver. The clients built on top of the API would not necessarily channel the secret sauce. For example, RIA applications for Twitter are built for people who don't work for Twitter and don't regularly communicate with the Twitter team. They're not going to preserve the user experience philosophy.

Third party clients create new user experiences, which are at times confusing. As a user, on web, desktop and iPhone, ideally you'd like to experience the service the same way, but if the iPhone application is delivered by someone else the experience might not be the same.

In addition to user experience, there's the issue of branding. Larger companies are strict about their identity. When a couple of guys build an Amazon application for iPhone, they won't pay close attention to Amazon branding. Some will argue it doesn't matter as long as it drives transactions for Amazon. Yes and no. Yes because the users will buy. No because the users will accumulate imperfect user experience and associate this with Amazon, which might add up to a big negative.

Monetization Factor

A strong reason for investing in user experience is monetization. Many consumer services today are monetized via advertising. Having additional presence on different platforms increases the potential volume of advertising.

Put simply, many Twitter clients, like Twitterrific, are already monetizing the service by adding a single ad on top of each result set. If Twitter owned the RIA client, it would be able to monetize it in the same way.

Any service that is transactional or advertising driven benefits from multiple interfaces. Whatever it takes to reach the user to deliver value and drive the transactions is what services have to do. In the world of APIs, we at times forget that service should tap into all its major channels to build the business.

Which Platforms Are Critical?

Which platforms are important to tap into? There are 4 major venues for companies to consider seriously: iPhone, RIA, Facebook and Browser Extensions. All these platform plug into the same audience, but in a different context.

iPhone is great on the go. With the opening of the App Store, increasingly iPhone is going to be our personal computer. RIA clients are popular, particularly among early adopters who want richer, snappier experience compared to the web. Facebook, despite its recent scaling back on the platform, remains a major way to reach mainstream audience. Browser extensions enable the user to access the service from around the web.

Tapping into these platforms is not cheap. Building a specific and correct solution for each platform requires product management, development and testing resources.

If the company has correct API, the exercise is simpler. Instead of duplicating the application, the company builds a client for each platform and benefits from common API and common back-end architecture. It is not trivial to maintain presence in all these places, but it's likely to pay off.

Conclusion

APIs offer an amazing way for companies to scale, to create an ecosystem of innovation and tap into a wider audience. Companies should consider building and managing their presence on major platforms like iPhone, Facebook, RIA and Browsers. The way that people perceive and interact with the service is increasingly important; just rolling out an API and having a third party take care of the client could be dangerous. In addition an opportunity of being in front of the audience driving monetization could be missed.

And now tell us which of your favortire services you want to see build presence on different platforms?

The SMC is meant to supplement, not replace, the face-to-face interaction that occurs in the classroom. According to Howard, when he tried to introduce new media tools into his first Wi-Fi-equipped classroom, he was surprised by the blank looks on so many of the students' faces when he told them that he expected them to blog and edit the wiki. Since he was so familiar with the power of Web 2.0 tools and was surrounded by people who felt the same, he hadn't realized how many college students didn't actually have experience using these types of 21st century tools. This sparked an idea to build a new social media platform designed specifically for use in an educational setting. And thus, the Social Media Classroom was born.

What's Included

The SMC includes all the familiar social media tools from blogs to RSS to videos and wikis and even microblogging. All are integrated into one seamless environment where the different applications are available from navigational tabs at the top of the page just like any ordinary web site has. Everyone who is a member of a particular instance of the Social Media Classroom will initially see a personalized start page upon login that aggregates their own different posts to the various parts of the site.

The SMC will be available to educators both an installable version for self-hosting and as a hosted version (coming soon) for those less tech-savvy.

The Classroom and The Collaboratory

The project itself has two components called The Classroom and The Collaboratory. The The Collaboratory (or Colab) is simply the web service part of the project which is also made available to anyone, even non-educators. It includes both the downloadable install file and the soon-to-launch hosted service.

The Classroom, on the other hand, is the entire web site available at www.socialmediaclassroom.com which contains, among other things, the curriculum materials. In these materials you'll find all sorts of information about the different types of social media as well as links to various resources across the web.

21st Century Education

Social media and the participatory web have had a greater impact on our world beyond just how we connect and socialize with our friends online. The base concepts surrounding how these interactions take place has influenced a whole new generation of web users who now expect to participate in discussions and not be dictated to...whether online or offline. We've seen this influence occur in the workplace, where millennial employees demand to know "why" they're being asked to do something instead of just doing it. We've also seen it effect the business of marketing as social media users now feel strongly that brands (companies) should be listening and conversing with them in an open, transparent matter. So why not bring the social media revolution to the classroom, too? It only makes sense.

Those involved with this project believe that today's students need more than a class where a professor lectures for an hour - that has no hope of engaging their interest. Students need a classroom where learning is a more participatory experience and where the tools they use in their everyday lives - social networking, videos, chat, aren't checked at the door. The Social Media Classroom is an important project to make those types of tools available to educators who might not be as up to speed with the latest technology, while also simplifying the use of those tools through the introduction of a single platform that integrates the best of the Web 2.0 world.

Perhaps the project doesn't introduce anything new that hasn't already been available to the tech-savvy, but its ease-of-use and educational slant make its introduction an impressive and potentially game-changing move for the educational system as we know it.

Habari Integrates With Flickr, Viddler

What's most interesting about Habari is the way it integrates with third-party services. Instead of having to download a plugin for things like Flickr integration, for example, in Habari you can browse Flickr for a photo to add to your post just as some other blogging platforms allow you to browse your computer's hard drive. As you search for a photo, you have the option to enter in a tag to better locate the picture you need. In this way, Habari the platform performs very much like Zemanta the plugin, an add-in which allows for a similar type of interaction.

Searching Flickr in Habari:

Another example of this platform-to-cloud integration is how Habari lets you record video blogs. From within Habari itself, you can click a record button to record a video. When finished, the video can be posted directly to Viddler's video-sharing web site as well as to your blog itself.

Although Flickr and Viddler are the only two sites configured at the moment, they are only the beginning. Just as how a service like FriendFeed can pull in data streams from sites all over the social web, Habari will be able to access other media silos as well. And for anything that's not supported by the platform itself, there are still plugins available just as there are in WordPress. Currently, some of the more popular plugins include Disqus comments, Feedburner integration, Twitter posting, and a lifestreaming plugin (example).

Habari Features

Also like WordPress, Habari supports static pages, Atom publishing, tagging, multiple authors, and multiple sites under one install. There are even importers for Serendipty and WordPress available to help make the transition easier.

Because Habari is still a work-in-progress to some extent, it may not be ready for the newest of bloggers just yet. One day though, the developers hope to appeal to both them and blogging experts both. They want to address the pain points that make blogging difficult for new users, but they also want to bring the focus of blogging back to content creation. That's why the compose page is clean and simple by default (see below). They also want to focus on ways to make your blog the place where you actually blog, not the place where you have store videos and photos.

Habari wants you to just write:

It's Not New, They Just Need Better Marketing!

The Habari Project has been around for a couple of years now, so you may have heard of it before. If not, don't worry - you're not alone. When one of the developers gave it a shoutout at this weekend's Blogorlando conference, neither the speaker nor many of the audience members had ever heard of it. "Come again?", and "How do you spell that?", people asked. And this was a blogging conference, mind you.

If you're looking to try a new blogging platform, Habari is ready for install today. You can learn more about the Habari Project on their homepage here: http://habariproject.org. If you're interested in getting involved, visit the community page here: http://wiki.habariproject.org/en/Getting_Involved.

A little over a month ago, Elgg 1.0 was introduced to the world. In this newest release, several years in the making, the software has been improved from the inside out. It has a more attractive UI and design, for starters. But under the hood you'll find more changes like better plugin support, RSS and OpenDD views, and a new database schema.

To that end, Elgg can help form the basis of a new generation of social networks. But their platform goes beyond just delivering a solution for the next web 2.0 hangout or social site, although that it a popular use for their software. The Enterprise 2.0 movement is also aided by Elgg as companies wanting to build and customize their own intranet-based social networks have begun to adopt the platform as well.

The Interview

We recently had the opportunity to follow up on our original interview with one of Elgg's founders, David Tosh. We talked about where Elgg stands today and what plans they have for the future.

How would you describe Elgg to someone who didn't know what it is?

Elgg is an open source social networking engine started by Ben Werdmuller and myself back in 2004. Elgg can be used by developers as a starting point from which to build out their own social applications (it handles common back-end functionality and has an extensive programming API), and out of the box as a useful social utility. This year, it was voted by a panel on InfoWorld as the best open source social networking platform 2008.

What's new with Elgg since we first spoke?

We have completely rewritten the Elgg core. This was necessary in order to future-proof the project, improve scalability and allow for greater customization. Over the past four years, we have found that one size really does not fit all, so we had to make sure Elgg was flexible enough to handle new demands being thrown at it, both now and in the future. The era of the monolithic social network is coming to a close; we want to make it easy for people to add social functionality into all kinds of applications.

Why did you move away from being a platform focused on education?

Although we've always had an educational base, a lot of users from other fields began picking up on Elgg. As a result, we were securing contracts to build custom networks on Elgg for groups that were not part of the educational circle, and feeding those developments back into the product. Gradually, interest in Elgg became greater outside of education, so we adapted to that change.

How does Elgg compare to its commercial competition?

With its new architecture and open standards at its core, we feel it is best placed to handle changing expectations in the social arena. It's a very competitive space, but a lot of products have just bolted social features on top of their existing systems - Elgg has social functionality built into the core and was designed from the ground up to support it. That allows us to create deeper features, and also plan ahead for new kinds of social applications. As the types of social applications and uses for them grow, we feel our approach will pay dividends.

Some employers are letting employees use Facebook at work now. Do you worry that will affect the number of potential customers for your product?

Not really. If anything, I think this increases the potential and opportunity. Facebook, Twitter, LinkedIn etc play an important role in bringing the concept of social technology to new audiences. For groups like us, who provide niche services, this is great. For example, companies try out Facebook and then start releasing that they want to improve their internal communications to be more Facebook-like; we can help them with that.

Why should someone consider Elgg for their network?

I think there are three main reasons: simplicity, extensibility and openness. The basic version of Elgg is deliberately very simple and clean. Our architecture allows you to easily extend Elgg's functionality to meet your specific requirements. Lastly, we fully embrace open standards such as OpenDD, FOAF, RSS, Open Social and OpenID, allowing you to interact with other applications.

Who is using Elgg today?

Elgg users range from sports networks to corporate companies, university intranets to school districts. There is a wide cross section picking up the software and applying it to their own niche. Increasingly, companies are also using Elgg to build social sites for their clients; we're keen to promote and support this.

What's in store for Elgg's future?

We have a couple of things in the pipeline:

• Firstly, we're going to launch an Elgg supporter scheme. This will give companies who are providing Elgg-related services the chance to form closer links with the core project.
• We are working on a new mobile intranet platform, powered by Elgg, that allows users to share status updates, photos, documents and media via MMS, SMS, email or the web. It also handles simple notes and shared tasks.
• We decided we needed a system within Curverider to improve our communication while on the move, and built it for our own use; it's been so successful that we thought other companies and organizations might find it useful as well. So far, the reaction from people we've shown it to has been extremely positive.
• All Elgg-powered services have the Open Data Definition built into their core, which allows for full import and export of users, content and connections as well as the ability to syndicate friends' activity in a distributed way.
• Lastly, we have just announced an advisory board that is packed with experts with excellent track records, in order to ensure Elgg and Elgg-powered services continue to develop and grow.

When LongJump first launched, the PaaS (Platform-as-a-Service) model was only just taking off. Since then, we've seen Google launch their App Engine and more services than ever are taking advantage of Amazon's EC2. Today, the Sunnyvale, California-based PaaS provider, LongJump, tries to one-up those big-name sites with the launch of their new LongJump Development Suite, a tool set that helps developers extend the power of LongJump by allowing interoperability with other systems and applications.

While this ease-of-use made LongJump ideal for enterprise I.T. teams looking for fast and easy ways to build and deploy apps, allowing those apps to interoperate with data from other applications and systems was not possible until now.

About The LongJump Development Suite

With the new LongJump Development Suite, an I.T. department can build the app they need, then use the included visual browser-based UI for data and process modeling. Alternately, they could instead choose to hand of the integration of the app with another system or application to a developer (or team of developers). Finding a developer to work with LongJump shouldn't be an issue since the suite provided is a Java-based development environment complete with a plug-in to the Eclipse IDE (Integrated Development Environment), something that's used by 69% of Java developers today. LongJump also provides a set of service integration points using SOAP and RESTful APIs to connect to other external systems.

Why LongJump?

Unlike both Google and Amazon, the focus with LongJump is on application creation, not just the delivery. When you build on Google or Amazon, you still need to know how to build - you need to know code. LongJump is focused on letting anyone build without code. They aren't the only ones thinking this is the next big trend for the web, either. Earlier this year, for example, we covered an app called Iceberg whose aim was to allow anyone to become a developer.

Will this trend take off? For enterprise I.T. organizations, their bottom-line focus is usually money and time. If PaaS offerings like these mean custom apps can be built quickly and easily without needing to hire outside dev teams, there's a good chance for their success. However, they do have to fight with a number of already decent solutions out there. Thanks to the Web 2.0/Enterprise 2.0 movement, there are already a slew of business applications built and ready to go. These apps might not be perfect but are often they are often "good enough," and that's proven to be a good way to get in the door of the enterprise...just ask Google Docs.

Mobile carriers have invested heavily in building out their 3G infrastructures and they now are in need of recouping those costs. By offering compelling applications and services that take advantage of the increased bandwidth, they have the opportunity to generate additional data revenue. A livestreaming application such as Flixwagon certainly fills that need.

The new platform will allow mobile carriers the ability to create a customizable version of the Flixwagon mobile app where additional features unique to the carriers' handsets and mobile software could be added.

The livestreams created by the Flixwagon users can then be streamed to the web, either on the Flixwagon site itself or onto a proprietary web site owned and operated by the mobile carriers themselves. Users can set privacy controls within the app, allowing their streams to either be public or private. They can create groups of friends and family for private streams, which they can configure in the app's settings.

The Platform For Media Organizations

After a Flixwagon livestream ends, the video is made available for later viewing. This makes the offering ideal for news organizations who want to incorporate footage from citizen journalists into their web sites or feature older footage in their broadcasts.

MTV has worked with Flixwagon in the past on a number of endeavors, including three 30-minute livestreams from backstage at a Jonas Brothers concert. Those videos alone hit the Flixwagon site with a total of 6 million streams over the course of one weekend. They also worked with MTV to stream political coverage as a part of the "Choose or Lose" campaign. For this, Flixwagon helped in getting live footage from the Republican National Convention, the Democratic National Convention, as well as exclusive videos filmed back on Super Tuesday, 2008.

VP Candidate Sarah Palin in an MTV interview via Flixwagon, Super Tuesday

Although the company is not announcing partners at this time, VP and co-founder, Sarig Reichert, hinted that there is already interest from a couple of carriers both here in the U.S. and in Latin America.

At the moment, the Flixwagon service supports Nokia devices and the iPhone (via an app for jailbroken phones). However, they will be adding support for additional platforms such as Java-enabled phones in the near future.

Web sites are only one kind of presence that companies can have today. Social Networks like Facebook and MySpace, mobile platforms like iPhone and Blackberry, browser extensions and RIA Applications all have an equal - sometimes considerably larger - share of users attention. Figuring out which presence should be delivered by the website vs. a third party is an important question that each company should ask.

User Experience is King

User interface innovation is a major part of the ongoing web revolution. As we've recently written in The Rise of Contextual User Interfaces post, static user interfaces are 'dead'. The new interfaces are simpler and more contextual. Instead of revealing choices upfront, they present them based on user gestures and context. The new user experience is about fluidity.

The innovations have set the bar for UI high. Users demand simplicity and elegance, wanting to know how to use the product without a manual. They expect the software to work perfectly, for it to be helpful and smart. No company can afford to ignore usability, or it will lose users to someone doing the same product with a better UI.

Today the user experience is not just a set of widgets or a website design. As Leander Kahney explained in his book Inside Steve's Brain, for Steve Jobs design is the function.

This is increasingly true about any modern web application. Users perceive all elements of the service as the service itself. They don't distinguish particular widgets inside Twitter or Twitterific; the vertical conversational faceroll defines Twitter. The way the service is delivered is why users like it.

Why Controlling User Experience is Important?

Each service that we love, whether Twitter or Digg or Flickr or del.icio.us, has its particular look, feel and philosophy. Passionate users enjoy these services because of the elements, choices and collective experience that the services deliver. The clients built on top of the API would not necessarily channel the secret sauce. For example, RIA applications for Twitter are built for people who don't work for Twitter and don't regularly communicate with the Twitter team. They're not going to preserve the user experience philosophy.

Third party clients create new user experiences, which are at times confusing. As a user, on web, desktop and iPhone, ideally you'd like to experience the service the same way, but if iPhone application is delivered by someone else the experience might not be the same.

In addition to user experience, there's the issue of branding. Larger companies are strict about their identity. When a couple of guys build an Amazon application for iPhone, they won't pay close attention to Amazon branding. Some will argue it doesn't matter as long as it drives transactions for Amazon. Yes and no. Yes because the users will buy. No because the users will accumulate imperfect user experience and associate this with Amazon, which might add up to a big negative.

Monetization Factor

A strong reason for investing in user experience is monetization. Many consumer services today are monetized via advertising. Having additional presence on different platforms increases the potential volume of advertising.

Put simply, many Twitter clients, like Twitterrific, are already monetizing the service by adding a single ad on top of each result set. If Twitter owned the RIA client, it would be able to monetize it in the same way.

Any service that is transactional or advertising driven benefits from multiple interfaces. Whatever it takes to reach the user to deliver value and drive the transactions is what services have to do. In the world of APIs, we at times forget that service should tap into all its major channels to build the business.

Which Platforms Are Critical?

Which platforms are important to tap into? There are 4 major venues for companies to consider seriously: iPhone, RIA, Facebook and Browser Extensions. All these platform plug into the same audience, but in a different context.

iPhone is great on the go. With opening of the App Store, increasingly iPhone is going to be our personal computer. RIA clients are popular, particularly among early adopters who want richer, snappier experience compared to the web. Facebook, despite its recent scaling back on the platform, remains a major way to reach mainstream audience. Browser extensions enable the user to access the service from around the web.

Tapping into these platforms is not cheap. Building a specific and correct solution for each platform requires product management, development and testing resources.

If the company has correct API, the exercise is simpler. Instead of duplicating the application, the company builds a client for each platform and benefits from common API and common back-end architecture. It is not trivial to maintain presence in all these places, but it's likely to pay off.

Conclusion

APIs offer an amazing way for companies to scale, to create an ecosystem of innovation and tap into a wider audience. Companies should consider building and managing their presence on major platforms like iPhone, Facebook, RIA and Browsers. The way that people perceive and interact with the service is increasingly important; just rolling out an API and having a third party take care of the client could be dangerous. In addition an opportunity of being in front of the audience driving monetization could be missed.

And now tell us which of your favortire services you want to see build presence on different platforms?

Medialets is a disruptive ad platform and network for the iPhone. Developers using this service will be able to embed creative ads directly into their native applications. The model is very much like that of DoubleClick - the apps can be monetized through CPM, CPC, and CPA advertising, which allows the apps to remain free to the user while also letting iPhone developers make money from their applications.

In addition to the ad platform itself, Medialets will also be providing the developers with analytics, tracking, and even a toolkit to help them build the advertising portion of the application.

Click on Image to View Larger Size

Once the app is written and the Medialets framework has been embedded, the developers can then add their app to the iPhone App Store as usual and set the price to zero. As Apple distributes the apps to the users, Medialets will sell ads and share the revenue with the developers.

Medialets is being careful to make sure that their advertisements don't mar the otherwise unique and innovative user experience of the iPhone. While developers don't necessarily need to have their apps approved to work with Meidalets, the company will help them design ads that remain unique and beautiful, too. Medialets provides a supportive developer community and will offer demos and code examples for the developers to use.

The apps running Medialets will help brands and agencies find ways to offer audiences what are called "branded experiences." For example, an ad agency promoting professional racing might sponsor a branded racing game for their company or an app that lets fans track race stats and connect with other racing fans. Also, because location awareness is built-in to the 3G iPhone, applications that help people connect with nearby friends or find nearby businesses are also possible.

The official launch date for Medialets is July 11th - the same day as the iPhone 2.0 and the App Store.

But what we've heard from sellers over the past couple of weeks doesn't lead us to believe that fancier selling tools will be enough to keep many of them on the site. What has sellers leaving the site is changes in policy that many sellers feel have negatively affected their ability to sell on the site, or unfairly given preferential treatment to corporate partners.

eBay has appeared to be taking steps over the past six months to transition the company toward an emphasis on fixed price selling over their traditional auction format. If sellers really are leaving the site, that spells trouble for eBay, where fewer seller options, no organized product reviews, and no "Amazon option" that offers free shipping means eBay will face difficulty attempting to compete seriously in the fixed price market.

While better integration of seller tools will certainly be a welcome change for many sellers, it by no means fixes the potentially major problem eBay is facing: the rift that has developed between management and top sellers on the site.

Facebook is now planning to follow Google's lead and open source their platform. Previously, Facebook's platform technology only powered an app development platform on one site outside its own -- that of rival social networking site, bebo (recently acquired by AOL). An open sourced platform means that any social network could implement Facebook applications. More details should emerge in the next couple of days, according to TechCrunch, who broke the story.

Two questions immediately spring to mind following this news: 1. Does this help users? 2. Do platforms even matter?

Does An Arms Race Benefit Users

The short answer here is: no. Exposing key parts of the social networking experience as open source projects seems like it should be beneficial to users, but for as much as the companies involved talk about openness, there is clearly a lot at stake here. Google and Facebook certainly want some amount of control over user data (so far, major players here have only paid lip service to data portability) and social applications. The latest round of developments in the social networking API world have seemed a lot like a series of power grabs.

As Steve O'Hear wrote yesterday on ZDNet, "One widely supported and open standard, not two, would be in the interests of the industry as a whole."

Do Platforms Even Matter?

A quick look at the app galleries on Facebook, MySpace, or any other mainstream social network might lead you to say, "Who cares? All these apps are trivial junk anyway." And that might not be a false statement -- we even noted in January that Facebook users seemed to be losing interest in applications, and in November we argued that Facebook's users and user experience trump any app platform.

But Facebook's coming new profile design is clearly reminiscent of an operating system. As Facebook tries to become the mainstream everything, control over the dominant social application development platform on the web ends up mattering a lot.

Conclusion

Try as it might to shed its "fun" image by adding more granular privacy controls, and cleaning up its profile design, Facebook is still associated with "college socializing," the same way MySpace is still associated with high school (even though both web sites count users above college age as their fastest growing areas). One major strategic advantage that Google has gained via its Open Social iron curtain is that it has hooks in different types of social networks -- high school, college, business, international, regional, or anything in between (via Ning). That's a major selling point for social app developers choosing a platform.

Unfortunately, a platform arms race benefits no one except the eventual winner (if there is one). What would benefit users is a single, open platform standard, and a real commitment to data portability by all social networks.

The authors say that an open government data platform would lead "toward an ecosystem of grassroots, unplanned solutions to online civic needs." Eventually, the authors think that data mashup tools will become so commonplace and easy to use that people will no longer need third parties help them consume the information they seek. Instead, they'll be able to tap into the open government data layer and create custom applications with it on their own time. Think: Dapper for government.

That's a compelling vision of the future of open government, and one that makes a lot of sense. The idea is something like CSS -- which separates the display code of a web site from the content. A government data platform would separate the content from the task of displaying it, which the commercial and non-profit spaces are likely better suited for than the government itself.

Better online access to government data is something that all three candidates still in the US presidential race support, though Barack Obama seems most receptive to a radical idea like this one, saying on his web site that he plans to make "government data available online in universally accessible formats to allow citizens to make use of that data to comment, derive value, and take action in their own communities."

Easy access to the massive amounts of government data would very probably lead to some compelling mashups and consumer services. We recently wrote about a new massive scale data mashup called PolicyMap that could likely benefit from something like this, for example. What do you think? Does a government data platform make sense? Should the government get out of the web site development business? Let us know in the comments.