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There used to be a time when Portland didn’t have much of a support system for the startups here in town. But that’s starting to change.
Hillsboro-based GoLife Mobile, creators of the VADOWERX framework for mobile application development, has a added a new exec to their team, Edwin Voskamp, who has joined GoLife Mobile to lead corporate engineering.
According to a press release GoLife Mobile dropped late last week:
[Voskamp] has over twenty years experience designing and constructing intelligent solutions for distributed Internet and Intranet information applications used by Fortune 500 companies, including American Express, Baxter, Cardinal Health, Kraft Foods, and RJR/Nabisco.
Apart from adding another seasoned exec to the team, this hire has ramifications for “who does what” at GoLife Mobile. With Voskamp joining the team, founder Mounir Shita, President of Technology, is now free to focus more energy on the company’s technology strategy by handing the day-to-day management of the VADOWERX-framework activities to Voskamp.
It’s still early in GoLife’s life. And while the VADOWERX framework has been released to developers and is meeting with a positive reception, they don’t have the luxury of slowing down. Having Shita in a position to spend more time on vision and strategy should prove to be a positive step for ensuring the organization’s continued success.
Last week, I published the first part of my interview with GoLife Mobile’s CEO, James Whitley. That post focused on the discussions of the GoLife Mobile Vadowerx framework. Now, I’d like to touch on our discussions about Portland, it’s culture, and the potential it holds to become something extraordinary.
(As an aside, it was a pleasant surprise to run into James at Startupalooza. “Where’s part 2?” he asked. Right here, Mr. Whitley. Right here.)
Portland as a venue for startups
I’m always interested to get anyone’s take on Portland. But it’s especially interesting talking to people who are running businesses here. They often have a multitude of things that they love about Portland, but there are still those little perturbing issues that keep the environment from seeming “too perfect.”
Luckily, those perturbing issues are generally issues that are surmountable. That’s why I’m always happy to help people get those issues out on the table.
And as I began to question him on his reasons—“Why Portland?”, “What does this area offer?”, and the like—his affection for the area was palpable. And his deep ties in the region only further that affection.
But what I got most from Whitley was not his impressions of the past—it was his enthusiasm for the potential here in Portland, for today and for the future.
“I would put the talent in this town up against talent anywhere else,” said Whitley. “The Valley, Back East, anywhere. The people here are exceptional.”
And, in Whitley’s opinion, that talent is not in limited supply.
“There is a ton of talent here in the Portland area,” he said. “I am always talking to people with whom I would like to work. I don’t think many people realize the sheer wealth of talent we have here.”
So, if we’re so talented, I asked, egotistically and presumptuously lumping myself in with the “exceptional talent” here in the Portland area, why aren’t we seeing more growth? Why aren’t we seeing more startups taking root?
And that’s when we get to those problems. Those issues that are holding Portland back from achieving its extraordinary position. Those problems that we have the opportunity to fix.
“Portland has a problem with being a classic underachiever,” said Whitley. “So much talent. So much promise. But we’re not capitalizing on it.”
In staunch agreement, I asked for further details.
“We’re always hearing how we’re ‘not as good as whomever,'” he continued. “And unfortunately, I think many people have begun to believe that. I don’t. But I think some people do.”
And in Whitley’s opinion, that stance is only exacerbated by another problem: finding sources of funding.
While a number of Silicon Forest startups have seen continued confidence in follow-on funding as of late—MyStrands, Jive, iovation, and SplashCast, to name a few—the prospect of early funding remains a bit of an enigma for Portland companies.
“Portland is lacking is terms of early startup funding,” Whitley said. “There really isn’t a good network for seeding smaller companies, at this point. We could use some people working to fix that because it would really help the town as a whole.”
And that lack of early stage funding, coupled with the underachiever mindset, is tending to suppress the vigor that is bubbling just below the surface. Tends to prevent us here in the Silicon Forest from realizing our potential.
“There are a number of incredibly intelligent people working jobs that aren’t even intellectually stimulating, let alone challenging,” said Whitley. “Simply because they haven’t found the opportunity and funding to pursue their passion.”
I’m sure Whitley would agree, that we’re on the cusp of something big.
No doubt, GoLife Mobile and Whitley could have a very big role to play in that growth and success. And our realizing the potential of the talent in this area.
I’m looking forward to being part of that change.
I went into the conversation hoping to answer two specific questions. First, I wanted to get more details about the business reasoning behind the GoLife Mobile developer framework, Vadowerx. And second, I was hoping to get a better understanding of why GoLife Mobile found Portland a viable place to found this mobile startup.
Turns out, we wound up spending a good part of the time talking over the top of one another as we shared our complementary excitement for the potential that Portland holds, the amount of talent around here, and the distinct feeling that Portland is on the brink of something big. Really big.
And, GoLife Mobile may very well be part of helping to usher in that next big thing.
Now, there’s no way I’ll cram the entire conversation into a single post. So let’s break it into two posts, shall we? I’ll save the “why Portland?” response for part 2.
In this post, I’d like to provide some high-level insight on Whitley’s response to my questions on the Vadowerx framework.
GoLife Mobile’s framework
I’ve covered the GoLife Mobile framework before. But my cursory understanding of the framework and what it meant to the GoLife business model was admittedly tinged with a prevailing ignorance and a healthy dose of cynicism.
Whitley not only helped me understand what GoLife Mobile hopes to accomplish with the framework, he convinced me that they had a plausible way for getting mobile developers to interact with one another, contribute to the codebase, and profit from their Vadowerx efforts.
From a coding perspective, the Vadowerx framework is designed to operate much like any other application framework. When I mentioned the Rails and Zend frameworks for comparison, Whitley nodded in approval.
“We had to go with an ‘open’ approach to this framework,” said Whitley. “It is the only way something like this is going to succeed.”
Like its counterparts in the world of Web application development, Vadowerx delivers a series of pre-built components for common functions that can be plugged into mobile applications, saving the developer from coding basic elements that are often the same for any application.
“We refer to them as ‘LEGO’s, for lack of a better term,” said Whitley. “They can be combined in a variety of different ways. Combining them one way creates one application. Combining them another way could create something completely new.”
Simplifying application management for customers
A framework is great for coding. But what about the business? What does this open framework mean in terms of customers and revenue for GoLife Mobile?
Customers will likely be attracted by the simplicity of the GoLife Mobile experience. Instead of installing multiple applications, the user installs one.
“No one wants to install and maintain 50 different applications on their mobile phone,” said Whitley. “With our framework, it’s one installation: the presentation layer. All of those applications? They’re distributed and built on-the-fly when and where you need them.”
That’s great news from an application management perspective. Better yet? The applications understand one another, a continual Holy Grail of sorts for any group of applications.
“If I have two applications that share one of these LEGOs, they’re both going to have access to the same information,” said Whitley. “And there’s an intrinsic value there as users continue to personalize the applications through use. That’s when we start seeing some really exciting possibilities.”
And it’s not just mobile users that could benefit from that type of thinking.
“We needed to start somewhere, and mobile was definitely the right place to start,” said Whitley. “But this presentation layer could be delivered to any number of distributed screens, like ATMs, PCs, consoles… you name it.”
More than recognition for developers
Part of making the framework viable is encouraging developers to share ideas and concepts.
“With our framework, sharing objects is built-in,” said Whitley. “It’s not a question of whether you want to share or not, but rather how you want to share.”
But getting that type of participation requires motivation. And GoLife has hit upon something there, as well.
The applications distributed on the framework are currently supported by advertising. That means revenue for GoLife Mobile. But it also means something to the developer community.
“Recognition is great, but we felt that we needed more ways to motivate and reward the developers who take the time to contribute to the framework,” said Whitley. “And so, developers who participate have the opportunity to take a portion of the ad revenue that their components drive.”
Sharing in the wealth should have a positive impact on development, for both the company and the businesses within the mobile development community.
“We’re talking about providing a framework that not only simplifies development, it provides an incentive to participate,” said Whitley. “Wow! Can you imagine?”
The developers who have received early access to the framework are already buying into the vision.
“We were chatting with a bunch of developers last night after 11:00 o’clock,” said Whitley. “They’re excited about this framework and the potential it holds for their development business.”
From the sounds of things, I would imagine a subscription model for the GoLife Mobile service is also likely in the offing, which could provide another predictable revenue stream for the young company. And for the developers.
“Imagine installing one app and then subscribing to all the services you need to use,” he said. “There’s definitely value there.”
More to come
It will be interesting to watch GoLife Mobile continue to grow into its role as the supporter of this framework within the developer community. It’s a role that’s rife with potential. With good reason, Whitley is cautiously optimistic.
“Development—and the mobile market as a whole—is completely fragmented, right now,” he said. “This framework holds the potential to provide structure. And to let people concentrate on the things they do well.”
And that’s just part of what has me excited about GoLife Mobile. The other important area in which this company could have an extremely positive impact? Portland. In part 2, I’ll share my discussion with Whitley about Portland and his opinion on its potential.
Today, Hillsboro-based GoLife Mobile announced that they were introducing their GoLife Mobile VADOWERX Framework to a select group of mobile application developers. As part of the limited availability, those developers, along with other industry executives, were invited to a special introduction at GoLife Mobile’s headquarters.
I went out to do some more research on the VADOWERX Framework site, but everything beyond the first page is currently returning a 404 error. (Please comment if you get different results. I might have just caught them during a transition.)
So, according to the GoLife release on the VADOWERX Framework:
Using VADOWERX technology, developers can rapidly create and monetize mobile widget application services. Developers are also able to collaborate and share software modules in real-time, thus, creating an integrated developer economic model like no other. The VADOWERX framework is designed to enable application development and distribution across a wide spectrum of operating systems, handsets, and mobile operators.
If you’re a mobile application developer who is interested in access to the limited release, visit the GoLife Mobile Developer Lab to sign up. For more on the VADOWERX Framework, read the press release.
I just received word that Hillsboro-based GoLife Mobile, the mobile company focused on turning “dumb” phones into more intelligent platforms, will announce a development partnership with digital-telepathy of San Diego, today, that promises to deliver some of the first major “lifestyle” applications on the new GoLife Mobile framework.
The partnership announcement is a great move for both companies. Because I mean, seriously, a framework without apps? It’s not really going to fly.
[Update: GoLife Mobile posted additional insight on the partnership.]
So I almost stopped there, and you probably would have too. But then I started thinking about the framework. And suddenly, it became clear that this announcement was about more than a simple partnership. It dawned on me that this is actually a big announcement. As partners begin to validate the GoLife Mobile framework, it should have a positive affect on application development in the mobile world.
But you know me. I get really excited about this stuff going on in the Silicon Forest. Before I wax any more hyperbolic utopian fluff, we should start from the beginning.
What is the GoLife Mobile framework?
[It’s] a powerful framework which empowers the rapid creation and distribution of personalized lifestyle widget applications which cross multiple horizontal boundaries. Our Java thin-client runs on virtually any phone, and utilizes a novel on-the-fly application delivery methodology.
The underlying premise of any framework is to remove the common stuff, enabling developers to focus on elements of importance—the innovative leaps that keep apps sharp and make them worth using. GoLife Mobile is proposing to do that for every phone in every pocket.
Not only does the framework expedite development, it’s cross-platform, so developers can build an app once—once—and rest assured that the app is going to run on practically every phone.
Now, that may not sound earth-shattering to some of you. But I’m positive that a few of you have your jaws dropping ever so slightly. And with just a slight bit of envy.
Either that, or you just seriously considered jumping into mobile application development.
What the GoLife Mobile framework offers is the equivalent of building a Web app without having to spend untold hours making sure it renders in every browser on the market. Or, like writing a single application that runs on Windows, Mac OS, and Linux, by default.
Write once, run anywhere. Yes, I know we’ve all heard it before. Could this possibly be the first true instance of that happening? Could be. Right here in the Silicon Forest. That’s big.
Long story short, the GoLife framework promises more thoughtful mobile apps, developed more quickly, for every phone.
It’s no wonder that the digital-telepathy folks are eager to jump on-board. And that vote of confidence could be the validation that the GoLife Mobile framework needs.
Jason Grigsby alluded to Portland’s trailing mobile adoption. That may be true, but if the GoLife Mobile framework takes hold, we may have the chance to lead in terms of mobile development.
If you’re a developer interested in working with the GoLife Mobile framework, register for more information at GoLife Mobile’s developer lab for the chance to be invitied to an upcoming developer conference in Portland.