CoronaCards Aims To Jazz Up Mobile Ads - InformationWeek
Mobile // Mobile Applications
09:06 AM
Connect Directly

CoronaCards Aims To Jazz Up Mobile Ads

Corona Labs hopes to make sophisticated interactive advertising easier to create and implement across multiple devices by making Corona SDK APIs embeddable.

10 Best Android Apps Of 2013
10 Best Android Apps Of 2013
(Click image for larger view.)

Corona Labs, maker of a Lua-based mobile development framework called Corona SDK, on Thursday introduced a version of its software called CoronaCards that can be embedded within other development frameworks to provide a cross-platform graphics layer.

At first glance, the ability to embed CoronaCards within another mobile development framework such as Appcelerator, PhoneGap, Unity, or Xamarin appears to be redundant, like adding two slices of bread to an existing sandwich. Unity, one of the most popular ways to create cross-platform games, already handles graphics quite well.

But other popular development frameworks like Appcelerator have evolved with a focus on business apps, and CoronaCards could be used to provide Appcelerator developers with access to CoronaCards' animation and physics APIs.

"We're hearing from people using Appcelerator and PhoneGap [who] wish they could do richer things but can't justify going to another platform," said David Rangel, COO of Corona Labs, in a phone interview.

[Doctors are texting patients. Read Mobile Tech Extends Hospitals' Reach Into The Home.]

CoronaCards might represent competition with former colleagues, too: The co-founder of Corona Labs, Carlos Icaza, left the company in 2012 to form Lanica, with funding from Appcelerator. Lanica makes a JavaScript-based mobile development framework called Platino that enhances the graphics capabilities of Appcelerator's Titanium product.

But CoronaCards brings more to the table than rivalry. Its cross-platform graphics and animation capabilities could make sophisticated interactive advertising easier to create and implement across multiple devices.

Photo by Cristiano Betta (Flickr).
Photo by Cristiano Betta (Flickr).

Rangel suggests CoronaCards can help create mobile ads that function as miniature apps. This can be done through HTML and JavaScript or through native code, but such rich ads could still run into problems that made them function differently (or not at all) on different mobile devices.

CoronaCards promises a common foundation that functions on various devices and platforms without technical incompatibilities. That's what Adobe tried to provide with Flash, only to be thwarted by Apple co-founder Steve Jobs back in 2010 and by its inability to address technical shortcomings. But the desire to write something once and run it everywhere remains.

Corona Labs claims that ads powered by CoronaCards outperform traditional model ads in engagement and conversion rates. And that's how CoronaCards is likely to be used: for mobile advertising. An ad network, for example, could use CoronaCards to create one SDK that works on iOS, Android, Windows Phone, and other platforms, rather than maintaining multiple platform-specific SDKs.

CoronaCards is now in closed beta testing, and pricing has not yet been announced.

On Friday, Corona Labs also previewed a future feature for Corona SDK: the ability to run code built with the SDK in a modern Web browser. Currently, Corona SDK allows developers to build for Android and iOS. The ability to create Windows Phone builds should be available in a few months.

Engage with Oracle president Mark Hurd, NFL CIO Michelle McKenna-Doyle, General Motors CIO Randy Mott, Box founder Aaron Levie, UPMC CIO Dan Drawbaugh, GE Power CIO Jim Fowler, and other leaders of the Digital Business movement at the InformationWeek Conference and Elite 100 Awards Ceremony, to be held in conjunction with Interop in Las Vegas, March 31 to April 1, 2014. See the full agenda here.

Thomas Claburn has been writing about business and technology since 1996, for publications such as New Architect, PC Computing, InformationWeek, Salon, Wired, and Ziff Davis Smart Business. Before that, he worked in film and television, having earned a not particularly useful ... View Full Bio

Comment  | 
Print  | 
More Insights
Oldest First  |  Newest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on for the week of November 6, 2016. We'll be talking with the editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll