SCS, which has 10 employees and contracted software developers, has been largely funded by individual investors and its own management, Patel said.

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Apple controls the hardware and the mobile OS, and now with Passbook, it provides brand app developers the ability to link their products to a centralized and easy management of gift cards, coupons and tickets.

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Traditional management frustrated the software developers, and usually resulted in products that were late or over budget or often never finished at all.

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State Farm has 1, 000 developers working on mobile solutions for quoting, pricing and claims management today.

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One problem is the jumbled ownership and management of landing piers: TfL owns seven of the 13 in central London and various property developers the rest.

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The winner of the earlier SAP Mobility Innojam, the awesomely-named Awesome Service Notification Management app built by developers from Intel, Genentech and IGT, is one of the finalists for Demo Jam.

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The developers will also fund the employment of two countryside rangers for the "promotion, payment and management" of the Southern Upland Way over the 25 years the wind farm is operational.

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App developers can benefit from the services that Intel can help with, particularly identity management, payments and location that AppUp can help provide, Biddle says.

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"We thought we could replicate" the same games business model on mobile as online, said Doug Purdy, a Facebook director of product management, before discovering that developers were building stand-alone apps, tailored to the Android and Apple operating systems.

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