BREW 7

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Qualcomm’s 7th BREW conference is being celebrated tonight in the cool breeze on the aircraft carrier Midway and the  girl’s dream band, Goo-Goo Dolls pounding as I nerd this note out and Kevin taking the picture. Earlier Paul Jacobs showed the prototype lowcost communication computer today at the keynote. Kind of looked like one of those 1970’s shoebox cell phones with a big antenna. BREW 4.1 coming with multithreading, and a task switcher just like Windows. I would like Apple to take over BREW, the greatest comms API on the planet, and put it on the right design path for Apple developers to make great applications.

On Day 2 it is becoming clear that BREW has become quite fluffy. Gone are the long futuristic presentations from Japan and Finland – in broken English, but with much more savy content, and insight into the shape of things to come, than the smiley shiney presentations of incremental progress that rule this show. 

You can learn more about LBS/GPS ideas, and the shape of the industry at Where 2.0/Google than the provincial technical and panel presentations at BREW. It has become quite dull. This is kind of a paradox as Qualcomm is all about delivering the promise of direct community on the wireless Internet.

 Also compare Apple’s iPhone demo presentations with Qualcomm.’s BREW looks ratty and small, largely because they still use Elmo’s and Apple has thought a bit more about how to show a phone with a direct cable out and a small inset for the user. Thinking ab bit more, Apple has just one phone, while BREW has to support hundreds. This is a great flaw, as Qualcomm is in the Microsoft position of supporting hordes of phones. Noone tries to exceed or excel in mobile user experience. While Apple is alligning itself to Internet, realtime user content, and a direct peer community, Qualcomm stays alligned with console-think and not offending the carrier interest of publishing and broadcast.

Imagine Applers watching these big suit executives ranting, raving, and chortling about their hard to see, hard to operate mobile phone applications. The Apple 1984 commercial redone –  smaller  lemmings rapt at the big screen shwoing small screens of carrier choices satified by ancient technology. I await the olympic woman in red shorts crashing the show, but for now – an iPhone guided tour will do (7 days away).

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Apple WWDC2007 – The Platfone

Lat: 37.784  Lon: -122.403 Acquired: Jun 11, 2007 09:50

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Moscone West, all three floors are covered in black drapes. In the dark auditorium, a white apple bite is spotted as 5,000 gather for the keynote. It begins with a fake Steve Jobs movie done by the I’m a PC, I’m a Mac team, stating Apple computer had closed for business because Vista was doing so well and the Zune was shutting down the iPod. But Mac put him in his place. See the blow by blow at Engadget.

Steve Job’s show begins celebrating Intel’s Paul Botellini. His job award is for transitioning Apple to Intel (PC?) and working on next generation products. Then some games awards highlights.

Mac OSX has 22million users. 2/3 use Tiger. Leopard to ship in October with 300 features. Here are 10. And by ten, Steve is the only CEO I know of today who can passionately and clearly explain his product. Each and every feature. And then go run the feature himself. No demonstrators.

1. New Desktop improvements, with stacks, downloads.
2. New finder – searches other computers, shared computers, coverflow – a carousel with semi loader. The .mac server hosts the changing IP addresss of all your computers.
3. Quick Look – File previews.
4. 64 Bit goes mainstream – app – Cocoa. Necessary for large picture, video handling.
5. Core Animation – Automatic animation, scene of layers – large fields of images can be brought center stage.
6. BootCamp – runs Windows and Vista. Parrallels & vmware will also run in parallel
7. Spaces – Can group applications to help work flow. (Like Rooms) Can switch between each space.
8. Dashboard – 3,000 widgets. Added movie time widgets. WebClip lets you make a widget out of most Internet sites. Point at the areas and say make it as a widget – kind of a web rss feed. Dashcode- used for making widgets.
9. iChat – Apple photobooth compete with Myface. iChat Theater. Moving backdrops.Photoface inserts.
10. Time Machine – Storing our digital lives. Like to solve problems in such a simple way that everyone actually uses it. Has a UI to look and restore files. Good for selling more home file servers. Free copy of Leopard  10.5 for everyone. Safari browser 5%. Now on XP and Vista. Twice as fast.

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