Archetype Creates innovative Associated Press Phone 7 Application, Showcased in MIX Keynote

As part of the keynote presentation at the MIX 2010 Conference, Joe Belfiore, Microsoft’s Corporate Vice President, Windows Phone Program Management, showcased Archetype’s Associated Press News Reader Application. Taking advantage of the new Windows Phone 7 platform, the AP News Reader provides a next generation experience for accessing news content. The AP News Reader application allows users to browse articles, view images and play video through a rich and visually compelling interface. Through taking advantage of Windows Phone 7’s multi-touch capabilities, the application allows for intuitive gesture-based interactions like flipping through and resizing photos. The AP News Reader also ties into popular social networking sites like Twitter and Facebook and supports dynamic ad placements, such as pop-ups, page takeovers and videos.

“We are very excited about the Phone 7 platform and the amazing opportunity that it brings our customers. Our partnership with Associated Press on the AP Phone 7 Application is a great example pushing the boundary of a new platform while engaging users in compelling mobile experiences,” said Danny Riddell, Archetype, CEO, Founder.

The Associated Press Application highlights the powerful capabilities of Silverlight and Windows Phone 7, as well as Archetype’s commitment to being at the forefront of emerging technologies. Through partnering with the Associated Press, and Microsoft’s Silverlight and Window Phone 7 teams, Archetype produced a compelling and useful application that demonstrates a new way to experience news, and provides AP’s constituent news outlets with a rebrandable and customizable platform for creating market-specific news readers of their own.

You can see the AP demo and the rest of the MIX keynote here: http://live.visitmix.com.