Still there’s so little that would have to be done to make the iPad SO incredibly awesome for creators, and open doors left and right. I know it’s possible, iThoughtsHD (iTunes Link), a great mind mapping app has already done it!

When building a mind map, like many tools on the iPad, you can save off to the cloud somewhere, box.net, dropbox,etc. Unlike many apps, and all Apple apps. You can load from cloud.

It’s that easy. They did why didn’t/hasn’t Apple?

I caved, and paid $10 for Pages. Complete waste of money. I edit a lot of pages files. Sponsor packets,etc. All the time. I’d love to pull one up on my iPad, edit, and without having to think about plugging into iTunes, copying the files out of iTunes back to my iDisk where they live, overwriting the old one.

Pages, and most apps, come kinda close, you can access the file, pull it in locally, make edits, but then you’re stuck, the document is trapped in the iPad and iTunes.

Why not make the iPad apps (at least the Apple ones) more connected to Oh I dunno, say Apple’s own cloud services. iWork.com and mobileMe. Some of us (still) pay for mobileMe hoping it’ll mature and actually be useful. I have no idea what iWork.com is for, but it seems like it’d make perfect sense to tie the iWork iPad apps (maybe the new iLife ones too) to Apple’s own (though dropbox, et. al. would be nice too) services to extend their usefulness.

Please Apple here my plea! The iPad is great for games and consumer shit, hook those of us who create up! It can’t be hard, a third party did it! You can too!

Sure there’s a part of all of us that wants to do things on our own, or own way. But in business especially I think that’s a kiss of death more often than not.

In particular I’m talking about conferences. I’m pretty good at it. I find interesting people, technical experts, etc and get all together under one roof. It’s a ton of fun, I wake up every day loving it. The actual days of the event, I’m moderately calm and collected, because I have my shit together. I obsess, and freak out up until the first day, after that I’m reasonably sure I’m good to go.

So yeah, the days that people actually see me, I’m happy, I’m talking to people, hanging out an joking. That doesn’t in any way shape or form, mean the 6 or so months leading up to that aren’t full of stress, craziness, and working my ass off.

Yet somehow it’s caused at least a few folks I know of to decide they want in on the action. Fair enough, after all, it’s business.

It’s business!

You don’t go into business without a plan. Heck, the first 360|Flex, wasn’t a business, it was a one off, a completely lark. After that Tom and I realized it was fun and we enjoyed it, and other people seemed to like the event. THEN it became a business. A not profitable business the first few events.

This ain’t the field of dreams!

You can’t just say, “Hey everyone! I just made up a new event, come on out” and expect to be a success. Well if you live in Boulder that seems to work ok, otherwise not really. You have to get people involved, wrangle speakers and sponsors, etc. I’ve seen one event almost implode costing the organizer a buttload of money because it seemed they thought, that just organizing the event was enough. That people would flock from near and far to attend. I’ve also seen a recent event (most likely, sadly I’m the only conference organizer that believes in transparency as far as I know) lose a ton of money because the organizer didn’t realize how much everything costs, didn’t realize how much to charge attendees, etc.

I’m no expert, I don’t intend to stop learning, but I did learn the hard way, what works and what doesn’t. I’m still learning that.

What really irks me about this “problem” is that not only does it impact my business in the short term, people choosing that event over mine (when they’re in the same space) but it hurts consumers/attendees, and even sponsors. They waste their money on what turns out to be a less than awesome event, with little chance of repeating, and are now jaded.

Thankfully I have a history of success now, but still, kinda bums me out.

Oh and if someone tries to tell you conferences are dead, just turn around and walk away. They’re either an online event snake oil peddler, or out of touch with the realities of business and events.

Just sayin.

Don’t get me wrong, it’s pretty, but not useful. Yet.

And before you decide I’m just an Apple hater, let me lay out my credentials for those that don’t know me.

I own:

Unibody Macbook, 2 Minis, 3 iPods (including an iPod Photo), 2 iPhones, 1 iPad, 2 Airport Express, 1 Airport Extreme, my wife has a white plastic macbook.

I’ve Previously owned:

a Macbook Pro, Newton 110, Powerbook 510, Performa.  I think it’s safe to say my fanboi-ness is secure.

That out of the way.

The iPad is a very pretty device, and if your life (as some do) revolves around reading websites, watching videos, and …. well that’s it. Checking email I suppose too. Then the iPad is the perfect toy for you (albeit, for those simple tasks, the price IMO is a bit steep).

I tried. I didn’t write this review the night i got my iPad, I didn’t write it Sunday night, I waited and actually tried to do things I’d normally grab my Macbook for.

First I went up on my deck, to get some sun, and enjoy working outside. Since I was just gonna reply to a few emails, I grabbed the iPad.

• While I enjoy seeing myself, i don’t want to watch my face as I type emails. That’s easily fixable though, so it’s not a knock. Why Apple is obsessed with uselessly glossy screens is beyond me.
• First I tried holding it and typing with my thumbs. I prefer landscape mode, and have locked it in that orientation. I have big hands, so it’s quite possible, but not a long term thing. Then I set it in my lap, as many have proclaimed is the perfect use case… I got a sore neck. By this time I’d responded (lengthy responses sure) to two emails. Perhaps if I invested in a $40 (?) case from Apple that i could sit on our patio table, and use? Or buy a Bluetooth keyboard?
• One email I needed to send an export of attendee data to. I couldn’t. The export is .xls of CSV. kudos to Mobile Safari for opening the .xls and showing me, but I needed to send it to some one. Sure the iPhone doesn’t support this, but if the iPad is a revolutionary bridge device between my iPhone and a laptop, I expect a few laptop like things to be there.
• Of course since I can’t run two things at once, I had to close out mail.app mid compose to look up a discount code for a sponsor. Close mail, open safari, go to eventbrite, copy the code, close safari, open mail.app
• Then I thought I’d take a break, check on my Kingdom and my weird little people on Planet Wilker. Thankfully the display is so crisp and bright, it overpowers (mostly) the sun, so i could actually enjoy those games.

Last night I went to a user group meeting, taking only my Mifi and my iPad.

• The auto brightness doesn’t seem very responsive, so I was routinely blinded when loading something with a white screen in the darkened room. No biggy really, annoying a little, sure, but not a “Damn you Apple”
• I had two tasks I was hoping to get done, or at least get started, while listening to the presentation. Write an email to attendees of 360|iDev (thru eventbrite.com’s email feature), and compose the last speaker email to speakers at 360|iDev using mailchimp. The result. FAIL. Both websites use HTML based text editors, apparently not the html web that Apple supports. Kinda crappy. Can’t use Flash, can’t use some HTML…
• So I spent the UG meeting, not using my iPad except to occasionally tweet, and that was only because my iPhone was in my pocket

I’ve tried to replace some of the things I do on my iPhone and my laptop

• I completely understand why Apple made the iPad support iPhone apps. It’s nice to launch and crow about 100k + apps. I have yet to use an iPhone app on the iPad that wasn’t completely and utterly fail. Why use it in 1x mode? I’ll just fire up my iPhone. In 2x mode, no app escapes the ugly tree. I understand the logic, but think Apple should have given developers more time to get their apps ready. I mean really, no facebook app? Hell, the mobileMe app… uh Apple. I know you want me to shell out $30 for the iWorks, but I’d love to be able to access my mobileMe account in a native iPad app, how about that?
• I think the iPad will be much more interesting 3 months from now. Now that developers have an actual device to test with, those that (I can’t blame them) waited to actually use the device before building apps for it, will begin releasing apps. Right now the iPad app store is woe-fully anemic… well maybe not if you’re independently wealthy, and can afford every $9.99 app, LOL. Even then, there’s only a small list of apps I’m buying later, as I feel richer. Most of the apps I want, aren’t there.

Yeah Apple is about the experience, I agree, and sure surfing the web is very nice, if you only want to surf the web and consume. If you actually want to create… well so far the iPad hasn’t done much to support creation. I read one review that gushed and gushed about how awesome surfing the web is. OK sure, but I don’t spend my day complaining about surfing the web now.

So what do I like?

• The feel of it. It’s a nice piece of equipment. The screen (once covered in a smudge/glare free cover) is awesome. Sure I’d like to not have letterboxing when I watch a movie but whatever, that’s a first world problem, and not that important to me.
• The OS, it’s the iPhone OS, which while I wish wasn’t so closed off, and anti-hacker (Pro user), it’s an easy OS to understand.
• The Apps. iPad apps, are nice. They use the screen really well. Those that will shine are the ones that didn’t simply recompile for the larger device.
• The future potential. The iPad right now, for me is a cute toy that gets attention, and let’s me play a few games, and waste time. The iPad in 6 months, could seriously kick ass. There will be more apps that are useful, there will be (Please Apple, it’s kinda obvious) some way for me to work on files in mobileMe (or Googledocs) over the cloud. Screw this dragging files into iTunes, and back and forth. It’s 2010 Apple, you have a cloud storage service, that people are paying money for now. Tie that in to your devices!

What don’t I like? (and please, you don’t have to agree, I welcome your opinion, but if Apple makes you happy with what they deliver, don’t try to tell me what I should be happy too)

• It’s a bit heavy. Not really a “Bad mark” but it’s not light.
• The video app needs an update. Looking at my movies, it’s fine to see the thumbnail and name. Looking at TV shows. A thumbnail from an episode, isn’t helpful. I had 6 icons. Some Seinfeld, some Big Bang Theory. No labels. I had to open one up to see that it was the folder for a season of that show. I like the breakdown by season, that’s nice, but not having any visible clue, it’s like hunting around to find the show you want to watch.
• The single port. This is totally an Apple thing, and I wasn’t surprised, that they’d only have a dock connector, and sell $29 things that plug into the dock connector. Doesn’t mean I think it’s ok.
• The lack of Flash. I don’t actually miss Flash THAT much, because I’ve had my iPhone for a while. I think flash on the iPhone isn’t really a deal breaker. But the iPad is another device entirely. I expect on a media consumption tablet, that I could hit up Hulu, or youtube (fuck having a separate app, that’s lame), or any of the what? 80% of the web that uses flash to deliver content. It’s a business play pure and simple, and as a business person, I can’t find fault. As a consumer, hacker, and person who tries to see thru bull shit, I think it’s weak sauce. “Open Web”, my ass, it’s the “Apple Web”, and them trying to come off like it’s anything but a power grab, is disingenuous at best.
• the iPad of now. If 360|iDev wasn’t the weak after iPadmas, I probably would have waited. It just doesn’t do anything I can’t do now with the tools I have. I don’t need “an semi-adequate alternative” I need a “solid replacement”… the iPad isn’t there.

1. Simple timing. 360|iDev starts 4/11. I think it makes sense to have an iPad and play with one before and during the conference. To not would be like running an iPhone conference and not having an iPhone (or iPod touch). So it just made sense not to wait.
2. wifi. Before I had my iPhone I had my iPod touch and carried it everywhere. Unlike Steve I travel in places with either no free wifi, or shitty free wifi. BUT, i have an iPhone now. So my iPad doesn’t need that constant connection to the net. It’d be nice, of course, I want every device I own connected to the net. But for what I imagine my main use case to be (reading email on the couch, playing a game, or something else domestic like that) I’ll be at home on my home internet. Plus But when that connection is thru AT&T…. See 3. Then 4.
3. AT&T. I truly hate AT&T. I’m sure they know it, I’m equally sure I’m not alone. I can’t think of another company that has worked so hard at being teh suck. I mean you have millions of customers essentially gifted to you. You didn’t earn them, or even have to market to them to lure them to you. Steve Jobs handed you millions of new users. And you failed. AT&Ts network is the suck, it’s terrible. I live in Denver, and now that Spring is coming, and the Rockies home opener is only 3 weeks away, I’m planning to have a useless iPhone. Every home game saturates what I assume is the single tower in LoDo, and while I have full bars, I have no network. So why would I want another device on such a craptastic network? Makes no sense.
4. Sprint MiFi. I love having a 5 user portable hotspot in my pocket (that’s what she said?) that essentially gives me AT&T immunity. I can use my iPhone, soon (I think) I’ll be able to make skype calls if I really need to, etc. So when there’s no wifi for my iPad, and when the Rockies are in town, I’m still able to function like an affluent american in 2010. Fuck you AT&T. (Note to sprint, the connection speeds on my Mifi suck! 3g? at .57 Mbits I don’t agree)
5. Ok with moo’ing. If you owned a first gen MacBook Pro, you know what I mean. Thankfully mine never moo’ed, and my MacBook AIR’s weird CPU throttling was handled by a hack until Apple released a fix. I know what I’m getting into and am ok with that. iPad V1 will be a vastly different creature than the 3GS equivalent (the model 3 years from now). That’s fine, I can live with that because 6.
6. I’m gonna jailbreak that bitch! You heard me! The moment the dev team (you guys are gonna work on it right?) release the JB, I’m on it. I love the freedom my iPhone 2G has to be customized, and do what I want it to do (Skype calls now, ha!). The primary reason my 3GS isn’t JB’ed is that it experienced a weird battery drain so I put it back in jail, I can’t have my primary mobile computer/phone be dead batteried in 3 hours. My iPad on the other hand, will never be mission critical, so it’s getting JB’ed ASAP. I think the true awesomeness (as usual) will be experienced by iPad owners who break free of Apple.

So those are my reasons for ordering an iPad. As a consumer, it’s not a very interesting device. I’m not gonna spend whatever Apple asks for iWork, because that’s stupid. I’m not gonna work on spread sheets, or keynotes without a keyboard. Sorry I don’t see that working out well. Maybe I’m wrong, but I doubt it. As 1. an iDevice conference organizer it makes sense I know what my customers are playing with, and 2. as a hacker wannabe, I can’t wait to see what it’s truly capable of.

I don’t think it’s worth waiting an extra month, paying more money (AND then paying $30/month for actual 3G) just to have an always (except that AT&T fails so often it’s more like 80% of the time) connected device.

Since getting back from 360|Flex, I’ve been full tilt forward on 360|iDev (rest? Decompress time, weak sauce!!), but wanted to take a few minutes to write down my thoughts on this latest 360|Flex.

For one thing it was a huge success. We made money. Not a metric buttload, and it would have been more if we hadn’t carried a ton of debt with us out of 2009. BUt still, we made money, and that’s a good sign for the event and the company.

We did a few things (as usual) differently.

1. We had volunteers to help out. We had I think 8 folks, that got a free pass in exchange for helping out. w had them help assemble SWAG bags, work the reg desk (This was THE first 360|Event where the keynote wasn’t delayed, and where I was able to actually hop up on stage, vs have some one go start the keynote.) work our video cameras (more on that), and in general be around to do whatever we needed.
2. We had Nicole on board officially. As Tom leaves, Nicole joins. It’s pretty cool to be working with my wife to make the events even better!
3. Video. We’ve wanted to do video since Seattle ’07. In fact we had video in Seattle, but marketed them poorly. We had Video in San Jose ’09, but it was Adobe TV. This time we decided to go lo-fi to start and see how it works. We used 8 SD Flip Cams, and Camtasia Relay. Volunteers swapped cams out for each session, and set up Relay on speaker laptops. Now that hard part. I’ve got 40+ sessions to process into usable video. We’re not sure what to do yet as far as distribution. Attendees will get the video for free, but I’d love to try and sell access to the video (un-DRM’ed of course) files. I think there’s value in the videos, and think it’d be nice if we could support the company between events with video sales.
4. Panels. Panels are another thing we toyed with for a while, thinking it’d be cool to do, but never really executing. We decided to pull the trigger. 360|Flex had 3 panels, and they all rocked! Panels are here to stay. We also put a panel as the last session on the last day, to bring everyone together at the end of the conference. The panels are a great way to have all attendees in the same place, and get great discussions started! I’m really excited about the Panels, and can’t wait to do more.
5. Official hotel while using Ebay. Normally when we do the SJ event, we don’t have an official hotel, or if we do it’s just a room block at the Holiday Inn. This time we went downtown San Jose to the Marriott. Who offered a shuttle bus each day. That worked out awesome! Each day the bus brought everyone to Ebay and took them back to the hotel at night. After the evening receptions, folks bussed back to the Marriott, and partied at the bar, out in downtown, etc. it was awesome.

Over all I couldn’t be happier with 360|Flex San Jose. We had an almost sell out crowd, at about 365 registrations, not to mention the “I had to register?” Crowd that we printed badges for on the fly.

I learned on my flight out, that Frontier won’t be servicing SJC after mid-May, which means for the most part, my reasons to fly Frontier at all are drastically diminished. I’ll probably start flying Southwest to test the waters of that airline. Since I never watch the free DirectTV that I get with Ascent level status, I won’t miss that. Everything else I enjoy about my Ascent level status, I can pay for with Southwest.

Sorry frontier, poor service of late, terrible website, and now leaving SJC…

Now on to 360|iDev, San Jose! I can’t wait to see my Apple crew! We’ll all be fresh off iPad euphoria, and ready to talk iPad apps!

Anyhoo. history aside, I was struck the other day at a MHSMC meeting that social media is the new ‘internet’. Mainly this relates to my love of all things Cluetrain Manifesto. One of the  of the primary things I took away from Cluetrain in my first reading as a lowly Software developer at a mortgage company where marketing outnumbered IT (as well as my many subsequent readings), was that it’s important, and beneficial for enterprises to let their people be people. Lower the walls, don’t raise them. I thought we were making progress here.

It seems that social media is moving away from that if MHSMC is any indicator. The presentation this month was on Corporate use of Social Media.

One of the panelists, I don’t remember whom I’m afraid, made an example of what to her (and many in the audience it appeared) was a social media gaff. A call center employee somewhere in a state most of us don’t care about commented on a blog post. The post was critical of the complany and this person came to the defense saying not much more than ‘we’re working hard for you in Toledo Ohio’ (I don’t recall the city honestly).

I was in the back row cheering on Timmy from call center X in Toledo. I mean how lucky is that company that an employee at that level stood up for his employer with nothing more than “We’re working hard.” To the best of my recall the panelist didn’t say Timmy made promises or claims, or anything that could in any way be said to hurt his employer, just that he and his fellow employees were working hard. How awesome is that, every company should have passionate people speaking plainly without motive, on their behalf.

The panelists went on to relate similar stories, and reinforce that not just anyone could use twitter. That some people weren’t on the company twitter account, and wouldn’t be. That specific people followed specific guidelines in order to be the ‘voice of the company’. That without rules and regulations on what is and isn’t ok, social media was some sort of no man’s land of ROUSs.

I sat in the back row thinking, “wow, it’s like 1998 again”. Companies are back to being afraid of the internet, this time social media, and rather than embrace it, they’re locking it down, restricting who can say what, how.

it was sobering to see that as much as things change, some things stay the same. I wish I had had time to process what I was seeing then, I might have asked if anyone in that room had ever heard of or read the Cluetrain Manifesto. I wish I still had a box of them I’d bring them to the next meeting.

Decade first:

in 2000 I worked for a company that was basically an IT Staffing firm that decided to get into software. I worked internally on a web app that would (in their terms) revolutionize staffing. I bailed, they failed, it was 2000, that happened a lot to a lot of people and companies.

I spent most of the 2000′s as a programmer, first doing ColdFusion, then moving to Flex. It never occurred to me to try out M$ tools, or any other. I liked Macromedia (Now Adobe) offerings and stuck with them.

I was my own boss several times as an Indie contractor, and was a cube monkey several times. Each (except one) was a good experience, a ton of fun, and formed lasting personal and business friendships.

I bought my first house in Perris CA, and my second in Riverside CA. Both were awesome in their own ways, despite being an hour or more from where I worked.

Most importantly, I met my wife Nicole.

We met thru a mutual friend whom I used to work with years past, and she was currently working with (Props to Scott Dunn for the intr0)

We moved to Denver. We were supposed to move a few months after meeting. Before I proposed, even. She had an opportunity to come out to Denver, and I had no major ties to CA. That opportunity dried up, and re-emerged 6 months later, and here we are.

We bought a house in Highlands Ranch, before we realized what Highlands Ranch was. 2 years after that, we moved to downtown Denver.

I started a conference that was supposed to be a one off, just for kicks event. It’s grown to be 3 distinct events, a few one off events around the world here and there, and my full time job (more in 2009)

2009

I’ve gone full time, totally dependent on 360|Conferences for income, lost a business partner, brought Nicole into the business, learned how to use Quickbooks, stopped writing code, just to name the big ones.

Going full time with the conference business wasn’t part of the plan, not in 2009 anyway. I was at EffectiveUI as the Community Evangelist, sadly a position, not enough of the company was on board with. When i left, I decided, well if the conferences are going to support me ever, they might as well start now. Since taking the job at EUI, i had stopped writing code, well I wrote a little, building small apps for internal/sales use, but by and large, i had stopped being a full time developer.

So I jumped. Eyes wide open.

All in all it’s been what I expected, stressful, awesome, a struggle, the best decision (Next to marrying Nicole) I’ve ever made.

Tom leaving was a shock in many ways, though I suspected we wouldn’t stay partners thru 2010, I just wasn’t sure how it would come down.

Our approaches to business are too different. When we’re “on”, we’re “ON” a totally creative innovative powerhouse. When we’re “off”, we’re “OFF” sadly we were off more than on.

After dealing with the shock and other feelings associated with going from partnership to “just me” basically, i had to learn to use quickbooks. That ain’t fun. I’m fairly comfortable with book keeping but quickbooks is a kludge IMHO. But oh well it’s what we’ve got. I’ve paid a book keeper to clean the books up, then I’ll take 100% ownership of that.

What am I looking at for 2010?

360|iDev will over take 360|Flex as my biggest event. Short of Adobe being more supportive of it’s third party developer eco system that is. If they figure out how to make third party developers thrive on their platforms, 360|Flex will grow. 360|Flex will and does rock, but there’s a distinct lack of love for third party tools built on and around Flex. That will be HUGE.

Apple may not give them love, but they at least don’t hinder their third parties.

360|Mobile, which was the ill-fated InsideMobile will grow and become it’s own thing. I’ll keep it small, but the non apple mobile space is hot, and quite frankly exciting, I can’t wait to see what’s going on there.

360|Whisperings will reach critical mass. Of the small amount of content on the site right now, it all sells monthly. A few purchased only, but something. The day I write checks to the authors, will be a huge day for me!

I’ll have a reliable, livable income coming from conferences/events. The business will reach an as yet unattained level of stability.

I’ll spend more time with Nicole, we’ll do more fun things, travel more, and enjoy life and each other’s company even more than we already do.

I really want to see The Flex Show grow. jeff and I love doing the show, and I want to see more the Flex Community get involved.

i’d like to do some more Denver community stuff. Ignite Denver is going strong, and I hope 2010 sees it grow and become a staple of the community. I really want to see something eventwise around literacy. A Festival of Books, something.

Why? Beats me. I didn’t undergo any additional screening. The ticket agent simply followed the normal steps, then said something about entering my name or checking me off.

I’d love to hear the reason this (especially instituted around holiday travel time) new directive was created and what safety and security issue it attempts to solve.

Here’s how it impacted my travel.

I had to fly United, whom I hate, because no other airline from DIA had direct flights to New Orleans. Should I ever have to fly to New Orleans again, I’ll suffer a stop over in New York or Africa if need be.

United in their ongoing attempts at seeing how hard they can screw their customers, charges for every single piece of luggage. No first bag free. Every bag, $20 or $15 if you check in online.

Well I couldn’t check in online.

So I wait in the check in line and get to the counter. I ask if I can at least get the $15 bag fee, since after all I  didn’t want to be speaking to the ticket agent, I didn’t want to wait in the line with the other schmoe’s who either got “picked” or were too lame to print their passes at home.

“Sorry, it’s $20 at the counter. I can’t help you. It’s the TSA’s rule, not ours, so you’re SOL” (She didn’t say SOL, but she also didn’t seem remotely inclined to help. She did say ‘sorry’)

So basically the TSA is Colluding with United to rip customers off of $5 a bag, and cause problems with people’s travel plans.

She hands me my boarding pass, my receipt for my $20 luggage, and my luggage tag sticker, all loose. No nice little sleave. Really?

No only am I paying $5 extra for my luggage, I’m having to wait in line for no clear reason, but I don’t even get the $.15 sleeve that makes my life easier having all my papers in one place not loose slipping out of my hand… come to think of it, I don’t even know what happened to my luggage tag, glad they didn’t lose my bags.

I’m seriously thinking, that AMTRAK is looking better and better. I can work from the train with my MIFI, so I wouldn’t lose productive time, I can make calls, etc. And the TSA wouldn’t be ruining the experience every chance they get.

I’m all for safety, but 1. I don’t feel safer now than I did before 9/11, and sadly in reality air terrorism wasn’t rampant before 9/11, so I find it hard to believe, they (the TSA) are thwarting attempts left and right, daily at every airport, on every flight.

Like most things the government starts to get involved in, air travel is getting worse and worse

It turns out that eBook creation on a Mac is something of a… well it doesn’t seem to happen much, so the tools either aren’t there, or suck.

When we started down the road to becoming eBook publishers, I had no idea the levels of hell it was to create the myriad formats that most common eBook readers, read.

We started with the Kindle, because well it’s the easiest. You see Amazon’s DTP portal let’s you upload your work, and bam, they handle converting it. You technically can start with a PDF or word doc, but those come out looking, well, Jenky is a good word. However the portal creates HTML that you can then download and tweak. Once I got the hang of that, I simply re-create the content in clean, spartan HTML. Then I zip it up, and bam, it’s a Kindle friendly (propreitary) eBook, ready for sale on their site.

Since so few people own Kindle’s and only the US can even buy them, we wanted to make sure to not neglect the other formats, namely mobi (which the Kindle’s format is a derivitive of) and ePub.

I looked high and low for tools, checked the forums, etc. I finally found the common tool is Mobipocket creator. It’s Windows only. Blech. I’ve got a VM now, who’s only purpose is to run MobiPocket Creator.

There’s also Calibre, which is nice, not overly stable, but nice. It can take a .prc (the basic output of MobiPocket Creator, and the same as mobi) and turn it into an ePub doc. I think Calibre has a ton of potential. The UI is less than stellar, and the crashiness, well that sucks, but the converting formats, that’s huge!!

So at the end, we’ve got the three primary formats, PDF is also an option too, when we create them.

Sidenote: There’s also Sigil, which is super new and pre-Alpha. It’s an actual editor that then saves out ePub. While it’s nice, it’s a bit feature starved at the moment to be truly useful to me.

From a conference attendee perspective, it’s too big, and seems to be all about Apple making us feel like we don’t matter. I’ll break my thoughts down below.

Keynote line: Tom and I got up early and waited in it. We’d never done it before so wanted to see what it was all about. We didn’t get up crazy early, but still waited outside for I think 2 hours, we were numbers 404 and 405 or something. About an hour before the keynote the line moves inside, where they’ve put out coffee and donuts and stuff. Then the line essentially breaks down into mayhem to get up the 4 escalators then mad rush into the keynote room. Why we waited in line to be ran past I don’t know. Why we waited in line when Apple could have let us get in and get seated earlier, I don’t know. Other than it’s a nice way for Apple to show everyone who’s in control.

Sessions: with 5200 people in attendance and only like 12 or so sessions at a time, do the math, each session was a mini keynote. Complete with having to wait in line to get into the room. Why wait in line? No discernible reason, other than (to me) to further make sure everyone knew it was Apple’s show we waited in line at their leisure.

Each session had at least 400-500 people, some filled to capacity, around 1500. How do you present a topic to 1500 people? just like a keynote, you talk at the crowd. Each session ended with “go see these sessions to get more info” pitches then a little Q&A where you have to go stand at a mic, ask your question, take the answer and sit down.

Content: I’ll admit, a great deal of the content was over my head. I’m still very much a novice iPhone app dev. Be that as it may, it was still very dry and very not deep. A lot of the time, sessions were slides of code, with explanations (i can read the docs myself). Every once in a while a session would get into some live coding,but that wasn’t the norm.

Oh and since each session was a mini keynote, they dimmed the lights, and kept it warm, it was WAY too easy to fall asleep, especially in the more “sales pitch” type sessions.

After Hours: WWDC is like… well I don’t know, I’ve never partied like that before that I recall. THough I barelly recall the partying I did at WWDC, so…

There’s at least 6 or more parties every night. Most are “invite only” or “RSVP and hope you get a ticket” deals, which sucks, and further promotes the crazy superstar nonsense that exists. Sadly most party venues are dive bars around downtown SF, so they’re crowded, noisy, did I mention crowded and noisy? The House of Sheilds is a popular place to end up. Bring a catheter and strap a bag to your calf. The bathroom (used as loosely as possible) is like stepping into the 9th level of hell, which if you’re curious is the sewer for the other 8 levels.

WWDC’s official party is a concert in the Yerba Buena park. We got there just as Cake started their encore (The Distance, w00t!) and as soon as the band finished, the tables were cleared off, the booze stations closed up, and the stage crew went to work. This was all before the folks up front had stopped jumping up and down. Very weird.

As much as I liked the parties, they were completely useless for meeting people. You ended up in a group that migrated place to place and sometimes members would come and go, but meeting new people was tough. If you were in one of the parties the music and voices were so loud, you couldn’t hardly talk.

I much prefer the 1 party to rule them all approach that Tom and I do. Sure the people who need their own party to feel special, are denied that, but hey, they can still throw a party elsewhere. Cynergy did it in Seattle. But at least you can meet people, talk, and not be running from place to place trying to catch up to the “in crowd”

Overall: WWDC is just like MAX. It’s the place to go to be seen, it’s the place where you’re assured to be in the presence of people like Wil Shipley and Brent Simmons (though, Brent will be at 360|iDev) and the rest of the luminary Mac/iPhone guys. Oh and of course Gruber, who probly will never be at one of our events.

It’s not the place to get a ton of new knowledge. It’s not the place to try and meet new people, forge new relationships, etc.

It is the place to get new NDA goodies you can’t talk to anyone about, and of course be in the room, when a new laptop is announced.

It’s definitely the place for Apple to assert their dominance over us all, and make sure we know our place in the order of things,which is pretty low.