SOURCE: Action Engine

April 23, 2008 08:58 ET

Action Engine Launches Version 5.0 of Open Mobile Software Development Kit

Open, Standards-Based Language Allows Developers to Rapidly Build Mobile Applications That Run Across the Majority of Today's Devices

BELLEVUE, WA--(Marketwire - April 23, 2008) - Action Engine® Corporation, The On-Device Portal (ODP) Company™, today announced the release of Version 5.0 of the company's Open Mobile Software Development Kit (SDK). Using the Action Engine SDK, developers can leverage their existing knowledge of .NET programming languages and standard XHTML elements to create their own mobile applications.

Unlike other ODP companies, Action Engine's SDK does not require developers to learn proprietary programming languages or recompile their code for each supported device. With the Action Engine SDK, developers just write the application once and then have it run across all the different device types Action Engine supports, which currently include: Java, BREW, Windows Mobile and RIM devices.

Version 5.0 of the SDK utilizes Action Engine's unique 'plug-in' architecture. A plug-in is the actual markup code that is responsible for describing the layout of screen objects and menus for each mobile application as well as the functions of each screen. Plug-in code is also used to connect to a content provider's data feed and transform the data for mobile consumption. Using this plug-in architecture, developers can easily make changes to an ODP, adding a new service or changing the look and feel of the user interface without having to edit the underlying platform code.

"By utilizing open standards and development environments, Action Engine resolves the complexities of mobile application creation so developers don't have to," said Steve Roberts, Chief Product Officer, Action Engine. "By addressing the challenges of usability within our Mobile Application Platform, developers only need to build simple plug-ins to the platform to deliver consumer-friendly mobile applications in unprecedented timeframes."

Key Benefits of Action Engine's Open SDK include:

--  Open, Intuitive Development Approach - XHTML support enables
    developers to leverage existing knowledge and skill sets. Declarative
    markup language offers an easier and faster development approach compared
    to compiling in native Java or C/C++. Also, unlike alternative SDKs which
    force developers to license a proprietary development environment, the
    Action Engine SDK gives developers a choice in which development
    environment they use.
--  No Device Porting - The Action Engine SDK enables a developer to
    simultaneously support Java, BREW, Windows Mobile and RIM devices from the
    same user experience code. This cross-platform approach achieves fast mass-
    market device support without building multiple applications or recompiling
    code for each type of device. The SDK also simplifies testing requirements
    by allowing developers to test for the look and feel of the application
    rather than spending time to test individual feature functionality.
--  Intuitive Development Approach - Action Engine exposes APIs and XML
    tags that enable developers to easily integrate with native phone features,
    like the dialer, native SMS messaging, contacts and calendar, without
    learning device specific APIs.

Application developers who use the Action Engine Open Mobile SDK can build applications and on-device portals that leverage the features inherent to the Action Engine Mobile Application Platform including:

--  Community features such as built-in support for instant messaging and
    discussion boards
--  Usability features such as a carousel UI design options, dropdown
    menus, integration with phone functions, built-in media player support and
    the saving of content for offline viewing
--  Monetization features including the insertion, rotation and tracking
    of advertisements

Action Engine licenses their Mobile Application Platform to media companies and mobile operators who want to create mobile applications and on-device portals that deliver a superior user experience to consumers. As part of the licensing agreement, Action Engine customers can enhance their mobile applications by opening the Action Engine SDK to third party developers. For more information on the Action Engine Open Mobile Software Development Kit, please visit or email

About Action Engine

Action Engine, The On-Device Portal (ODP) Company™, enables media companies and network operators to build, deploy, monetize and manage highly personalized and intuitive suites of mobile applications that deliver a superior user experience. Action Engine's best-in-class ODP platform incorporates intelligent mobile advertising, support for mass market handsets and broad management capabilities that increase profitability, lower cost of ownership, speed time to market and drive brand-awareness. As the acknowledged market leader in ODP technology, Action Engine has successfully deployed its award-winning software for numerous companies including AOL, The Wall Street,, Barron',, Sports Illustrated,, TiVo, Sprint, and Verizon Wireless. Additional information is available at +1 (425) 498-1500,, and

Action Engine is a registered trademark, and Action Engine Mobile Application Platform, On-Device Portal Company, and Brand-n-Go are trademarks of Action Engine Corporation. All other names, brands, or products may be trademarks or registered trademarks of their respective owners.

Contact Information

  • Press Contacts:
    Action Engine
    Anne Baker
    VP of Marketing
    +1 (425) 498-1527
    Email Contact