mocoNews - Vindigo Veterans Launch EachScape To Make iPhone Apps Easier To Build
Thursday, May 28, 2009; 3:00 PM
After working for years at Vindigo, an early mobile content company dating back to 1999, Ludo Collin and his business partner Bob Fitterman have been quietly starting a new venture called EachScape to take advantage of the latest trends in mobile?the iPhone.
Vindigo was one of the original mobile content companies that flourished by selling ringtones and wallpapers, and benefited from the complexity of the business, by helping big brands, such as The New York Times and MapQuest, launch applications on a broad range of phones. Last fall, the company shut down after failing to find its way under Japanese ownership.
With EachScape, the two are trying to do something similar, by building a developer platform that makes it easier for brands and publishers to launch applications to take advantage of the latest trend in mobile. In the next couple of weeks, the company plans to come out of stealth mode and launch at least two apps for Hachette and Time Out magazines. Collin, EachScape's CEO, said the platform may play a critical if we get to the point where consumers assume companies will have an iPhone app?much like you assume today that they have a site on the internet. But he says that can only become a reality if building an app is as easy as building a web site. Collin says: "It shouldn't be more difficult to build an app, than it is a good power point presentation."
Based in New York, Collin said they started building the developer platform last summer. The software allows people to drag and drop features and building blocks, providing by EachScape, to create an iPhone application. The company has not raised any venture capital, and he said they plan to make money by licensing the platform out to media companies and brands that want to build their own applications. They are also building apps for others, including the first ones to launch this summer.
Collin said publishers are attracted to the platform because they don't have to find a developer who knows Apple's iPhone SDK. You don't even have to buy a Mac since the software works on a Windows PC. And, while he calls the platform easy to use, he said that doesn't mean it lacks the features people have come to expect from the iPhone, like the "shake" functionality. Collin says you can keep it simple, or build really complicated apps. "You aren't limited to the blocks you are given. You are free to build your own custom blocks to make the app as unique as you want. The only thing people need is their imagination."
Of course, EachScape is not alone in trying make it easier to build applications for increasingly complex smartphones. Some companies are becoming iPhone dev shops that will build applications for a major publisher. Other companies are building software that makes it easier to port an application from one platform to another.