It's Playing - Decide Which Videos to Watch on Your iPad, iPhone or iPod Touch

Addition, a Portuguese Company, Launches It's Playing App for the iOS. Decide Which Videos to Watch on Your iPad, iPhone or iPod Touch: Just Drag and Drop Any Video (avi, mkv, flv, ogg, wmv,...).

Lisboa, Portugal, September 16, 2011 --( iPads, iPhones and iPods include great video capabilities. But most movies we come across with (in email or on the Internet) aren't in Apple's supported formats - MPEG4/H264.

Users have two possible solutions. Either buying the video files directly from the iTunes store, or going through the process of converting each video and then sync it with iTunes.

The new It's playing app adds the ability to play any video, in almost any format (flv, avi, mkv, ogg, wmv, amongst 19 others) in Apple's iOS.

Video transfer between your computer and your "iDevice" is quite simple: just drag and drop the file to iTunes. It's Playing also enables users to open videos that reach them by email, dropbox or surfing the web..

But, It's Playing real breakthrough is Addition's tailor-made technology - AdditionFlow .

The decoding and presentation of the video file in real time is one of the most complex tasks computers have to process nowadays. Even on a powerful desktop we sometimes experience delays in the decoding of video frames. This originates a pause in the video, a de-synchronization with the sound or both.

AdditionFlow was developed as an extremely optimized process which reduces the effects of pause and de-synchronization to a minimum.

According to Diogo Vitorino, Addition's CEO: "The new It's Playing is a cutting edge software that adds value to Apple's iDevices. Even amongst 500.000 apps, I believe it will stand out and make a difference to many users."

As of September 13th, and after Apple's validation, It's Playing 2.0 will be available in App Stores all around the world for 1,58EUR or $1.99.


Basic information on Apple iDevices:
iPhones — 128 million sold
iPod Touch— 60 million sold
iPad — 15 million sold
App Store available applications — 500.000
App Store downloads — 15 billion | | |

iTunes Store, iTunes, Apple, iPhone, iPad, iPod, iPodTouch e App Store are trademarks of Apple.

About Addition
Addition is a Portuguese software development company.

Following its startup in 1998, it launched a spreadsheet for the Palm mobile platform, named Addition4Palm. This application allowed its users to open and edit excel files on their Palm Pilots.

In 2008, following Apple iPhone’s launch Addition introduced iPhoneModem, a globally demanded app that allowed one or several computers to share the iPhone's network connection and access the web.

Even being a payed app costing $9.99 and only available to jail broken iPhones it is a proven commercial success having passed the 1 million install threshold.

In 2011, Addition adopts the iPad. In April launched the "I'm downloading" app which allows you to download any file and manage it on the iPad. And now "It's Playing 2.0" for iPad, iPod and iPod Touch.

PR: Marta Cordovil +351.910.570.778 or
Addition: +351.213.959.232 or
Marta Cordovil