As committed, Google's open mobile platform Android has released its Software Development Kit (SDK) yesterday to start the ball rolling. If the gang of more than 30 companies under the name Open Alliance Handset is not enough to grab a sizeable share from Nokia's Symbian OS, why not offer millions of dollars to entice developers to support this initiative?



Indeed, Google used one of the oldest and most effective marketing tactics of all time - a contest. Dubbed as the Android Developer Challenge, Google will be giving away $10 million in awards, "no strings attached", for great mobile apps built on the Android platform. This two-stage contest will run from January 2 through March 3, 2008.

Fifty most promising entries submitted by March 3 will each receive a $25,000 award to fund further development. Those selected will then be eligible for even greater recognition via ten $275,000 awards and ten $100,000 awards.

Hey, what about Yahoo!?
The rival search engine might not have an open mobile platform but it doesn't deter them from getting a slice of that profitable pie. Yesterday, Yahoo! has added 9 new mobile operators in Asia Pacific to carry oneSearch. It now has partnership with 20 mobile operators around the globe.

Apple SDK
Will this new incentive scheme have a bearing on Apple's iPhone/iPod touch SDK set for release in February 2008? Knowing how arrogant, or should I say confident, Steve Jobs is about his products, an Apple Developer Challenge is very unlikely.