July Systems Releases 'App X' for Non-Programmers to Make Real-Time Updates to Live Apps

SAN FRANCISCO, CA--(Marketwired - May 3, 2013) - July Systems, a global leader powering mobile innovation for some of the biggest brands worldwide, today announced the launch of App X -- a new software development kit (SDK) that allows companies to extend the market reach and capabilities of their existing mobile application without coding or re-submitting the apps for certification. App X is now available as part of July MX, the company's cloud-based self-authoring mobile development platform.

"We're excited to launch App X, which is really a natural progression of the July MX proposition," said Rajesh Reddy, founder and CEO of July Systems. "As businesses continue to move toward multi-channel and multi-platform distribution, one of the biggest challenges they face is keeping their apps up-to-speed with the market landscape. App X provides businesses with a dynamic, user-oriented and economical means of creating and distributing mobile experiences to maximize impact and revenue."

With App X, businesses can take full control of the mobile experiences they create, and make updates themselves. With no coding knowledge required, brands can use pre-built, configurable modules (e.g. content, commerce, payment, social, video, etc.), in the July MX studio to create and launch new sections within existing apps in a matter of hours, without the time and cost limits of a typical app development cycle by traditional IT developers.

App X, as an in-app SDK, also means that once the 'code snippet' is plugged into the native app. End users are spared from the inconvenience of re-downloading an app update.

Global footwear company, Weyco Group, was an early adopter of the July MX platform.

"At Weyco, we are committed to offering our customers a unique and differentiated experience through our family of brands," said Jeffrey Douglass, Director of Marketing at Weyco Group Inc. "The ability to rapidly create and distribute mobile experiences in concert with our ecosystem partners which includes blogs, editorial sites and retailers is a force multiplier. App X would afford us unlimited potential and revenue opportunities in distributing these experiences to our customers in a variety of engagement models."

App X can be used in a variety of business circumstances. Below are some examples:

• Syndication of commerce and content
  • App X empowers brands to launch, remove, change or update mobile experiences syndicated in third-party apps, ensuring the integrity of the content and brand experience. 
  • A commerce syndication example would be a retailer integrating a purchase experience within a content publisher or mobile game app. Sport organizations can use App X to syndicate live sporting event scores to a partner news provider's mobile application.
• Leverage new business opportunities 
  • Media companies can easily take advantage of App X to leverage sponsorship opportunities.
  • For example, a lifestyle and entertainment brand can create a unique, editorially-driven sponsorship campaign for a product launch.
• Marketing campaigns
  • App X helps companies launch fresh marketing campaigns within the app.
  • For example, a retailer can embed a new coupon into their app to drive customers to their online or physical store.
• Handle unplanned changes
  • App X comes in handy when a company is asked to make urgent updates to an application, or react quickly to an unforeseeable event.
  • For example, a news organization issuing alerts for breaking stories or call-for-donations in times of natural disasters or tragedies.
• Compliance
  • App X has also been commercially used by compliance and legal teams to update end-user license agreements and terms within an already live mobile application.

App X is the latest addition to July Systems' July MX mobile innovation platform, which launched last month. For more information, please visit www.julysystems.com.

About July Systems
July Systems is redefining how businesses go to market with mobile. July's award-winning cloud-based mobile application platform is used by some of the world's best-known brands to reach more than 140 million users in 150 countries and deliver billions of transactions annually.

July MX, the company's 4^th generation platform, is a first-to-market self-authoring mobile experience platform for creating and publishing mobile sites and applications quickly, without reliance on coding skills or technical expertise.

Started in July 2001, the company is headquartered in San Francisco with offices in Bangalore, New York and London.