"Once published, applications can be embedded and spread to other Web sites, blogs and social networks," the company says. "App authors deliver either free apps or set a price for a monthly number of displays on tiers Web page. With ApSynth Web apps become a monetized Web content just like text, video, etc."
ApSynth will have to compete against existing platform-as-a-service offerings such as Force.com and Google App Engine. ApSynth says it can lure users who need to build SaaS applications but lack IT skills. Bloggers and Web content creators are among the target users. The service is in a private beta.
Rather than help customers build stand-alone applications, ScreenReach gives them a way to develop "real-time interactive experiences," which can then be consumed by end users through ScreenReach's own Screach mobile application.
A smartphone using the Screach app can be transformed "into anything - games controllers, quiz answer pads, voting and polling tools, bingo cards and roulette tablets - the possibilities are limited by imagination alone," the company says.
Customers build using the ScreachXML platform language, and once a service is built it can be used on either iPhone or Android, with support for BlackBerry, Symbian, Palm and Windows Mobile coming later. "Once you have created your experience it will generate a unique experience code - simply tell your audience the code (could be on TV, in print, or by word of mouth) and they can start interacting instantly," ScreenReach says.
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