Pointing out that 80% of Fortune 500 companies use iPhones, Jobs demoed some new enterprise level functionality for the iPhone. iPhone OS 4.0 would build on this success by offering APIs for encryption, wireless distribution of applications, and mobile device management for large iPhone deployments.
However, Jobs quickly came back to the consumer with the Game Center, which would be a Xbox Live or PSN of the iPhone community. The functionality would allow developers to tap into a centralized network where gamers could play against each other. Apple says the functionality would be available later this year.
Another not-so-surprising feature is iAd, Apple’s foray into mobile advertising. Acknowledging that many apps in the App Store are free, and that current available ad programs “suck,” Jobs debuted Apple’s own advertising network. He said that the average user spends 30 minutes a day in apps, and that soon the iPhone would have the capability to serve a billion ad impressions a day soon, “an incredible demographic.”
The centerpiece of iAds would be their interactivity, and would ensure that clicking on an ad would keep the user in the app since it is done through the OS itself. Developers would get 60% percent of all revenue from ads within their applications.