What is it?
Java, or J2ME is a format for applications for mobile and PDAs. It
provides software that can been added to mobile phones. It has been
most widely used for mobile games, but many other applications such as
maps, instant messengers, ip-based messaging, gps systems or phone book
back-up systems have been developed.
As J2ME is widely available on mobile handsets, it offers the broadest compatibility in a highly fragmented market.
As
advertising funded content increases, there will be greater demand to
include this into Java applications. At the moment, most of these
applications are games, however, recent studies have shown that this
tends to focus on the 14-24 age range. In the older age demographic,
PDA functions, such as diaries, maps or email are of the greatest
interest. However, outside of the games market, there is a reluctance
by many users outside of the early adopters to install applications on
their mobile phones.
How does it work?
The Jave Platform, Micro Edition (J2ME) was developed by Sun
Microsystems as a language and environment to run applications on
mobile phones and PDAs. It's programming language is Java, which is
widely understood amongst programmers and developers. Although it is
more complex to develop than simple Flash-based applications, it's
broad compatibility on mobile handsets makes it an attractive
development proposition. As well as the phone-based functions J2ME can
also be used to connect through the internet, bluetooth or infrared.
On
the downside, as with other mobile content, the many different handsets
on the market results in the need to develop many versions of each
application. Whilst video and audio may be transcoded for handset
optimization, J2ME applications will usually need to be developed
specifically for different ranges of phones.
A few examples
There are many examples where J2ME has been used, from games to PDA
style applications. Google, which is heavily involved with mobile apps
provides its gmail and maps service through Java applications.
In France, Orange released a series of ad -funded games in 2007, sponsored by brands such as Coca-Cola and Saab.
Elsewhere, brands such as Nokia, McDonald's, Diadora, Samsung, Adidas and Walt Disney have all sponsored J2ME applications.