Numobiq) is announcing its next generation mobile phone platform that will change the way people consume content on their mobile phones. HipLogic will offer a service for consumers, enabling infinite customization of the "phonetop" -- the home screen on a mobile phone -- with personalized applications and content, designed for mobile consumption. The entirely new platform is built to be portable across any mobile operating system, from smartphones to feature phones, from manufacturers including Nokia, Motorola, Samsung, Sony Ericsson, LG and others. HipLogic will give the first-ever public demonstration of its mobile phone service and release its software development kit (SDK), free of charge to developers, beginning today.

HipLogic's technology was developed by key members of the innovation team at Sun that built J2ME, now deployed on approximately two billion handsets. The HipLogic founders saw the limitations of JAVA and have created a "true mobile" experience -- providing always-on, fast access and logical presentation of content and applications that are cumbersome to access through current mobile phone browsers. HipLogic is focused on solving the problems of content discoverability and access in the mobile environment -- making it easier to find content you regularly access without having to sift through search links on a mobile browser. Once a user selects the content they want to reside on their phonetop, HipLogic's "smart-pull" technology updates and presents it so the user no longer has to search for it.

"In recent years, the mobile industry has worked hard to recreate the PC on a mobile phone," said Mark Anderson, recently named to the post of President and Chief Executive Officer of HipLogic (see details at bottom of release). "But at HipLogic, we believe there is a better, faster way for people on-the-go to access their web based content -- so we are really redefining the mobile experience. Rather than saying 'Here's the Internet, go find what you want,' we're saying, "What do you want from the Internet? We'll deliver it to you.'"

The sophisticated technology behind this user-friendly service has bee three years in the making. In order to deliver consumers a full breadth of applications for the phonetop, HipLogic's engineering team has created a custom development platform called mobiJAX® which is based on industry standard JavaScript and XML technologies, and is fully integratable with a range of applications such as web/WAP, web services, J2ME, and native applications. Applications written for the mobiJAX® platform are portable across various open and closed phone operating systems. Starting today, the mobiJAX® SDK is available free for developers, providing an open environment for third parties to easily and rapidly develop content and applications.
"We're pleased to be working with major media companies to develop interesting applications that showcase their content," said Mark Young, Co-Founder and Chief Technology Officer. "And we're also excited to put this powerful platform into the hands of third party developers to see what creative directions they go in -- the possibilities for creating useful personalized apps are truly infinite."

The HipLogic service will be available to consumers in the US and Europe in the first quarter of 2009. At that time, HipLogic will announce its content and distribution partners.

About HipLogic

HipLogic, Inc. (formerly Numobiq) was founded in 2005 to redefine the mobile experience by offering a simpler, faster, more personalized experience on the phonetop. Based in Fremont, California, the privately-held company is funded by Benchmark Capital.

About Mark Anderson, President and CEO of HipLogic

Previously on the board of HipLogic, Mark Anderson was recently named to the post of President and Chief Executive Officer. Anderson brings over 20 years of wireless, telecom, Internet and marketing experience to HipLogic. Most recently, he served as Vice President, Internet and Media Solutions at Ericsson.

Information Source:    PRNewswire