For Leetchi, Good Accounts Make Good Friends. And Investors.

The first time we talked about Leetchi on TechCrunch was back in February – only 3 months after its official launch in November 2009. At the time, the young company created by 27-year-old Céline Lazorthes had just raised funding with Kima Ventures and 360 Capital Partners. Some of France’s hottest business angels, like Oleg Tscheltzoff and Xavier Niel, are also investors. And now the company is about to celebrate its first birthday on November 19th with 1.2 million euros in the bank.

Along the same lines as YCombinator‘s WePay, Leetchi’s platform facilitates group payments and purchases. And coincidentally, WePay – who raised $7.5 million back in August – is also backed by some rather well-known angel investors, including Max Levchin, Ron Conway and Dave McClure.


M5 Networks Acquires Hosted VoIP Provider Geckotech For $8 Million

Business VoIP phone system provider M5 Networks is announcing the acquisition a competitor, Geckotech. The acquisition price is $8 million.

Chicago-based Geckotech provides a Cisco-powered Hosted VoIP platform to businesses. The company’s services include phone service installation and training, system management and free maintenance, system and feature upgrades, and in-house customer support.

M5 Networks also offers VoIP phone systems to companies, including Amnesty International and Etsy. M5 will take over all of Geckotech’s staff, customers, and datacenters.


4INFO Makes A Real Play For Display: AdHaven Platform Reaches 63 Million

In its ongoing quest to be more than the “King of SMS,” 4INFO has reached a major milestone.

In a recent Nielsen report for US mobile display advertising, 4INFO tallied more than 63 million uniques for the month of September, or roughly 75% of the market. That put them in second place, ahead of Microsoft’s Extended Ad Network, Quattro, AdMob and Jumptap. Millennial was number one with 72 million uniques.

With a reach of 63 million per month, 4INFO’s mobile display business has now eclipsed the company’s original bread and butter: SMS advertising. Its SMS ad network touches roughly 45 million per month.

Founded in 2005, the mobile advertising company has dominated the SMS ad space, with roughly 3,000 publishers on its msgHaven platform. This publishing platform, which allows clients to manage the content and delivery of their SMS campaign, delivers roughly 400 million text messages per month.

And yet for all the success with SMS, 4INFO’s CEO, Zaw Thet has been trying to reshape the company as a one-stop shop for all of mobile advertising.

Now, no one would call 4INFO the king of mobile just yet, but Thet has made significant strides in 2010, picking up Butter in June (a startup that creates customized mobile solutions), fleshing out AdHaven, its mobile ad management platform, and leveraging its SMS relationships.  Explaining the recent jump in display advertising uniques, Thet says the company has made progress by “moving up the stack from the existing SMS relationships we have with the top publishers and media companies in the US and signing new platform deals.”

This Tuesday, the company is also rolling out a new version of AdHaven, which will provide a more comprehensive suite of mobile advertising tools. Beyond display and SMS ad management, the platform will feature full support for in-app rich media, video and a software development kit.


Verify: Get Feedback On Your Site When It’s Still Just A Mockup

It isn’t uncommon for websites to ask users for feedback, but most of the time this involves them responding to sites and services that are already in the wild (see services like GetSatisfaction and UserVoice). What if you could poll users about a new design, before you’d done the legwork required to put together the images, HTML, CSS and underlying code of a new site? Meet Verify, a user feedback platform that’s based on screenshots.

The new service, which was created by Zurb, offers a suite of screenshot-based tests that you can put in front of users to see what they think. There’s the Click Test, which shows users a screenshot and asks them to click the spot that looks most interesting. It takes users all of five seconds to complete this visual survey (you can try a sample Click Test here), but it can result in some invaluable data.

Other tests are similarly straightforward: there’s a Memory Test to see how much users remember after five seconds of looking at your webpage (is your slogan working?), a preference test that lets users pick between two versions of a site, and more — a total of eight test types available now, with more on the way.

Once users have completed these tests, Verify sends the site creators the relevant data, often with heatmaps and other visualizations that demonstrate which designs and features are most effective. For now Verify requires you to bring your own crowd of testers — you can tweet, write Facebook updates, and publish blog posts inviting your users to share their thoughts. In the future the company intends to offer a pool of testers that you’ll be able to tap into.

The service costs $9 a month for access to a basic set of feedback, or for $29 a month you get access to demographic information as well.

Information provided by CrunchBase


Mobile Product of the Year: Apple iPad 3G

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The laptop is at its end. You may have already purchased your last one. We’ve touched the future, and it feels a lot like the iPad. The gesture-based interface is instantly understandable and better than anything else we’ve tried—ever. It’s addictive, and we find ourselves attempting to swipe and tap and stroke the displays on our desktops and are disappointed when they ignore our caresses. But the deep hotness here is the Internet everywhere—3G flowing through a rich, eyeball-friendly screen on a device lighter than, well, some issues of this very magazine. After just a few months, we already feel genuine affection. We loved it when we checked into our flight from the taxicab, navigating drop-downs that would have been too tricky on a phone. When we used it to sidestep the hotel’s exorbitant Wi-Fi fees. When we carried it to our brother’s hospital bedside, where the Netflix app helped him forget his pain. We love it every time we bring up a map at the trailhead, every time we find a new recipe on Epicurious, every time we watch a game on MLB at 35,000 feet. Sure, it could be improved: Give it a camera, a supersharp Retina display, and more data-plan options, please. But don’t copy everything iPhone; we’re fine keeping the antenna on the inside. And seriously: Liberate us from AT&T. But for now, this is it. If you don’t have one yet, you will soon enough.

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Deep Fryer Creates Golden Goodness in the Comfort of Your Home

Who needs BK, KFC and their greasy, fishy cousin Long John Silver when you can use a home deep fryer to cook up food in oil that hasn’t been festering for days on end. The Aroma Smart Fry XL Digital Dual-Basket Deep Fryer is an inexpensive, medium-sized fryer that fits the bill for most of the common foods you’d want to crisp to a golden brown. Sorry Thanksgiving freaks, there’s no way to jam a turkey into this thing unless it’s been through an industrial shredding machine first.

The fryer is small enough — 14 x 11 x 17 inches — that you can easily move it around and set it up on the kitchen counter, or better yet out on the patio. It has charcoal filters to reduce odors, but let’s be real, there’s no hiding the smell after a big deep-fry session.

The fryer can cook up to 4 pounds at once, and holds between 14 and 20 cups of oil. You might be thinking that sounds like a lot of hot oil. Indeed. So to save you from yourself, the fryer uses a short cord with a magnetic plug into the fryer, which will break away if you accidentally snag the cord. Another safety feature is a sensor that shuts down the device if it overheats.

A control panel with digital display shows the time and temperature, and has an increase/decrease Time/Temp button, a heat indicator light and a power indicator light. There are 10 pre-programmed settings for staples such as french fries, chicken wings and cheese stick. Mmmm, cheese sticks.

The frying temperatures vary, depending on what you’re cooking, and whether it’s frozen or fresh. The instruction manual lists fry times for a variety of foods: Chicken drumsticks take about 8 minutes, french fries and fish filets take about 5 minutes and fresh veggies only 1 to 2 minutes. Small hooks on the baskets let you hang them on the side of the unit after cooking to drain excess oil.

Getting the fryer preheated to 375 degrees takes about 10 minutes, and it beeps when it’s ready to go. The display shows the temperature after you put the food in — it drops for a minute, and then will come back up to your target temp.

One of the nice design features is that you can either use a single big basket, or two smaller baskets. So let’s say you’ve got a big 3-pound walleye, like I did. It fit snugly into the big basket, and I cooked it up whole in about 8 minutes. I also had some smaller game ready to fry — portabella mushrooms, pickles, feta-stuffed olives, sweet onions, anchovies, mozzarella balls, a grab bag of Halloween candy — and used the two smaller baskets to whip all those out in a matter of minutes.

Since the main container is only about half full of oil, the splattering is not bad at all, and standing right next to the fryer, I was able to keep my clothes oil-free, even with the lid off (probably a no-no).

Closing tip: If you happen to be cooking something like a salmon, be sure to put it in the fryer after you’ve cooked the veggies and candy bars. Not that fish-flavored Milk Duds are all that bad.

WIRED Solid stainless-steel construction. Easy to set up, take apart and clean. Well-written instructions. Solid safety features.

TIRED Adjusting timer during cooking can be tricky. Outside surface of fryer gets mighty hot.

Home AV Product of the Year: Netflix Streaming

Netflix Streaming

Photo: Jens Mortensen, Everett

No matter how much you paid for that 72-inch tyranno-vision TV with 9.2 surround, it’s not worth squat if there’s nothing to watch. That’s why our 2010 pick for the living room isn’t a TV or a media player or a booming array of speakers. Hell, you can’t even touch it. Even so, we’re completely grab-hands for Netflix Streaming. This was the year Netflix Streaming came out to play. With more than 20,000 movies and TV shows, completely free to subscribers, viewable on more than 100 devices and counting (what’s up, Apple TV?), Netflix is well on its way to fulfilling the promise of digital media: whatever you want, wherever and whenever you want it. But it’s the little touches that really blow us away. Want to pause an episode of 30 Rock on your TV and finish it tomorrow on your computer? You got it. Didn’t catch why everyone’s laughing at Tracy? Just slide the scrub bar to rewind. Blu-ray disc has a 30-day wait? Stream that sucker in HD, right now. Suddenly, checking the mailbox for the little red envelope seems, well, primitive.

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Fall Test: The 39 Best Products of 2010

Each year, computer and electronics companies spend countless millions of dollars and man-hours to create what they hope will be the next blockbuster gadget — the sort of tech breakthrough that will transform how we interact with the world. Most of them fail. But not all of them. This year, the best products represent completely new visions of what our gear can do for us. On the following pages, we present our top picks for 2010, tested and rated.

Computer of the Year: HP Envy 14

HP Envy 14

Photo: Jens Mortensen

Sometimes, a little identity crisis is a wonderful thing. Since acquiring Voodoo in 2006, HP has been quietly injecting the specialty gaming PC maker’s high-dollar DNA into its own mass-market machines. It’s taken some time, but the fruits of that marriage are finally ripe: an inexpensive yet fast, feature-rich, and exquisitely designed computer. HP dropped serious hardware into this box, with a 2.4-GHz Intel Core i5 processor and smoking ATI Radeon 5650 graphics card, backed up by enough RAM and hard drive space to rip a pile of movies on the quick. And all that power is ensconced in decadent luxury. The spacious island-style keyboard offers full-size arrow keys typically unheard of on laptops. The slot-loading DVD drive is smooth and responsive, battery life is great, and three USB ports keep your gear connected. Even better is the gloriously high-resolution LED-backlit display that loads up on enough pixels (1600 x 900) in its 14.5 inches to give games, movies, and photos an immersive level of realism. Finally, it’s simply beautiful to behold, with a richly textured and patterned aluminum case that looks like a custom etching. The result is a sophisticated and sleek machine that makes Envy an affordable luxury.

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Camera of the Year: Panasonic Lumix DMC-LX5

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The best photos are the ones you take when no one’s expecting it, but it’s hard to be sly while holding a honking DSLR in front of your mug. That’s why we adore Panasonic’s stealthy little 10.1-megapixel sharpshooter. It has the guts of a pro rig tucked inside a compact body. Whether you’re shooting at sunset from a seaside cliff or at 3 am in your favorite watering hole, the 3.8X Leica zoom lens (24 to 90 mm), with its wide-open f/2.0 aperture, can produce razor-sharp photos sans mood-killing flash. And it’s fast, too, powering on in less than a second and locking in autofocus in just 0.3 second. It also makes a great hi-def videocam, recording 720p clips with the press of a dedicated and distinct red button, so you won’t be fumbling through menus when it’s time to record. The same processor that keeps your photos as crisp as a new dollar bill pulls double duty to keep the grain out of movies, even when shooting by candlelight. As soon as the session is over, you can show off your latest masterpieces on the gorgeous 460,000-pixel, 3-inch LCD. You won’t just surprise your friends, you’ll impress them.

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High-End Compacts: Snazzy Lenses and Drool-Worthy Specs

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Want to shoot pro-quality photos without forking over a month’s salary? These high-end compacts have built-in lenses with specs so tasty they could make Terry Richardson drool all over his white walls.

1. Samsung TL500

The 3X wide-angle lens on Samsung’s flagship compact boasts a fast f/1.8 aperture that lets so much light hit the 10-MP sensor, it’s practically blinding. We captured gorgeous close-ups of flowers with lush, blurred backgrounds for a professional look; just don’t forget to use a superfast shutter speed in bright daylight or your highlights will be obliterated. In candlelit portraits, our subject’s face was sharp and evenly illuminated.

WIRED Manual shooting and RAW image capture options let you get creative like the pros. 3-inch swiveling AMOLED display is great for composing over-the-head and low-angle photos.

TIRED Biggest and heaviest of group. Shutter and power buttons dangerously close together. Pricey.

$450, samsung.com

Rating: 8 out of 10

2. Canon PowerShot SD4000 IS

Canon was able to cram a nice f/2.0 lens into the SD4000’s slender and stylish body, making this a great camera for a night on the town. We got surprisingly sharp portraits of singers and musicians in tricky lighting at a rock concert. It was also rock-solid when shooting HD video, with decent stereo sound. Unfortunately, you’d miss all the action by the time you change settings on this annoyingly menu-driven compact.

WIRED Built-in stabilizer helps keep the 10-MP images sharp. Great macro mode for close-ups of flowers, bugs, and set lists.

TIRED Image size shrinks to 2.5 megapixels in high-speed (8.4 fps) mode. Snazzy beveled edges cause camera to fall over on flat surfaces.

$350, canon.com

Rating: 8 out of 10

3. Panasonic Lumix DMC-FX75

The good news? This 14.1-MP monster has a bright f/2.2 lens. The bad news? It has no manual controls to let you fully exploit the lens’s potential. Despite high-end components, this is an idiot-proof automatic model meant for the camera-phobic. Getting the lens to open to maximum aperture was a crapshoot, and we had no luck defocusing the background in our close-up shots of flowers.

WIRED Helpful 24-mm to 120-mm focal range does right by everything from landscapes to long-distance candids. 3-inch LCD touchscreen. Records HD video in space-saving AVCHD Lite format.

TIRED Fully automatic functionality reduces creativity. Noisy low-light images. Dull design.

$300, panasonic.com

Rating: 6 out of 10

4. Sony Cyber-shot DSC-WX5

This pipsqueak paparazzo is outfitted with a 5X zoom seemingly made for a bigger model. The G-series lens—the moniker Sony uses for its top digital SLRs—is capable of opening up to f/2.4, but you have little control over it. The WX5 does offer one great noob-friendly feature—a Background Defocus mode that sets the lens to a wide aperture so you can focus attention on your subject.

WIRED 3D Sweep Panorama automatically stitches together a 3-D-like image to show off on a compatible TV. HDR mode blends multiple shots into one with picture-perfect exposure.

TIRED Small body and buttons make it hard to shoot with. Weakest of the bunch in image quality.

$300, sony.com

Rating: 5 out of 10

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Tricked-Out Travel Gear for Frequent Fliers

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Air travel is an abomination. But don’t double-fist brewskis and head for the emergency slide. Make the best of it with a totally fly travel kit that will keep you comfy and entertained in cattle class, while clocking in at just over 6 pounds.

1. Exped Air Pillow

WIRED Lighter than a Sky Mall catalog at a mere 3 ounces. Packs down small enough to fit inside a coffee mug. Separate one-way valves for inflating and deflating let you dial in just the right amount of skull-cradling pressure. Contoured shape adjusts to more sleeping positions than Rodney Yee. Soft, polyester tricot shell is gentle on your face yet stands up well to scrubbing. Totally has your back—also makes a great lumbar support.

TIRED Somewhat useless in the aisle seat. Ted Haggard-y valves sometimes go both ways.

$29, exped.com

Rating: 9 out of 10

2. Powermat Rechargeable Travel Mat

WIRED Built-in battery pack for portable, cordless power-ups. Small enough to fit in our back pocket (we wear big jeans). One full charge juiced our thirsty iPhone more than five times. Includes adapters for USB, Nintendo DS, various phones, and all of Apple’s iWhatevers. Wireless magnetic induction charging sure to amaze juggalos.

TIRED Flimsy hinges for a portable device. iPhone case ($40!) thicker than a Stieg Larsson plotline.

$130, powermat.com

Rating: 8 out of 10

3. Timbuk2 Commute 2.0

WIRED “Checkpoint friendly” TSA-compliant laptop pocket unzips so your rig doesn’t have to go naked during the security dance. Waterproof shell wards off boozy spills from cramped coach seatmates. Backside sleeve secures to a roller bag. Roomy main compartment plus 10 gear pockets will store more bric-a-brac than your crazy cat-hoarding aunt.

TIRED Neither upright nor locked—bag flops onto the laptop compartment when placed on ground. Awkward shoulder strap.

$110, timbuk2.com

Rating: 8 out of 10

4. Sony MDR-NC300 headphones

WIRED Excellent sound; music and movies were both handled beautifully. Good battery life. Movie, Bass, and Normal modes deliver audio for almost any situation; cancellation function silences unwanted noise like a grade-school principal. Monitor button mutes the tunes to let you listen to the captain speaking. Ships with seven extra sets of earbud covers.

TIRED No way to customize modes. Bulky battery pack and processor. We would have preferred more volume. Thanks for the extra covers; they come off faster than shirts on Jersey Shore.

$300, sony.com

Rating: 7 out of 10

5. Dell Streak

WIRED Tablet phone flies like a hummingbird at a mere 7.7 ounces. Slim profile slips easily into a coat pocket. At 5 inches, screen is big enough to showcase gory details of True Blood, small enough so your seatmates won’t catch you watching Glee.

TIRED Sluggish touchscreen had us doing more poking than a Facebook first-timer. Available in any color you like, as long as it’s black. As power-hungry as a third-world dictator. Hear that? It’s 2009 calling. It wants its outdated Android OS back.

$300 (with two-year AT&T contract), dell.com

Rating: 6 out of 10

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Kill Your Contract With These Prepaid Cellphones

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Mobile carriers love holding their customers by the brass ones. But don’t sweat commitment. These days, buying a month-to-month prepaid cell phone doesn’t condemn you to toting around a flaming POS.

1. Motorola i1 | Boost Mobile

The i1 isn’t exactly the freshest phone, due to its outdated Android 1.5 OS. But with a vivid 3.1-inch HVGA display, good-enough touchscreen, Wi-Fi, and 5-MP camera, this month-to-monther is actually a keeper. And we can say “No contract, suckaz!” faster than you can type #ATTFAIL.

WIRED More than 50,000 apps! Thin and pocketable. Tough casing can take a tumble yet looks sharp at the office. Free push-to-talk chatting and SMS with other iDen handsets (surely all your peeps are on Boost, yo?).

TIRED Built-in mic is weaker than a virgin daiquiri. 15-fps video resembles footage from the moon landing. Fake-out: What looks like a touch scroll wheel is just a D-pad. 2.5-mm headphone jack. Bail is cheaper.

$350, motorola.com

Rating: 8 out of 10

2. BlackBerry Curve 8530 | Virgin Mobile

Like Mephistopheles, carriers have perfected the art of temptation. Minus a two-year contract, this workhorse costs 10 times as much. It could well be worth it, thanks to document, spreadsheet, and presentation editing, plus a full-on BlackBerry OS (not some watered-down version) that supports roughly 6,000 apps. There’s even tethering, if you’re willing to sidestep Virgin’s terms of service.

WIRED Spot-on optical trackpad. Downright slick interface. Ships with apps for Twitter, Facebook, and something called MySpace. Fully loaded: GPS, 3G, Wi-Fi, and BBM (BlackBerry messaging). Battery lives for days.

TIRED Scratch-prone plastic back feels and looks chintzy. Dinky 2.0-megapixel sensor. Mere 2.46-inch screen with 320 x 240 resolution. Grainy video.

$250, blackberry.com/blackberrycurve

Rating: 7 out of 10

3. LG Prime | AT&T

The housing has worse plastic than Heidi Montag, while the clunky browser looks a lot like Internet Explorer 4.0. Still, this phone isn’t an entirely bad call. We had fun taking multishot photos and 12-fps video (and playing it all back on a nice 3-inch 400 x 240 touch display). Try that with a disposable handset from The Wire.

WIRED Featherweight at just 3.1 ounces. Standard 3.5-mm headset jack and up to 16 GB of side-loading storage (microSD card not included) mean it serves double duty as a viable music player. Battery delivers hours of talk (assuming calls aren’t dropped).

TIRED Fussy touchscreen is more difficult to finger than a mob hit man. Crummy navigation. Home-screen apps are finicky. Mobile email costs an additional $5 a month. Only 48 MB of internal memory.

$90, lg.com

Rating: 5 out of 10

4. Samsung Intensity | Verizon

Whether you’re a foot soldier or kingpin, nothing’s more satisfying than a spacious QWERTY. This slider provided the smoothest typing of the bunch. Throw in voice-recognition dialing, AIM and Yahoo messaging, and up to 16 GB of external storage, and the call sounds convincing. In practice, the meager display is embarrassingly lo-res (220 x 176 pixels) and too square, making movie-watching about as intense as a bowl of cold oatmeal.

WIRED Dedicated voice command button. Photos turn out well in Night Shot mode. External speaker is bus-shakingly loud.

TIRED Low-quality camera with no video capture. 2.5-mm headset jack. Janky interface. Unless you’re an 11-year-old girl or Lady Gaga, the metallic red casing is a tad flashy.

$100, samsung.com

Rating: 2 out of 10

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Keep It Vinyl With Old-School Stereo Components

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Turns out the Age of Rock neither burned out nor faded away. Proof: Plenty of companies still crank out old-school stereo components that let you cruise the highway to hell, one side at a time.

1. Human Speakers Model 81

WIRED Accurate and hearty sound: sweet highs and bass deep enough to make your subwoofer stand up a little straighter, just to get some attention. Everything—woofers, tweeters, cabinets, crossovers—is handmade by a poet in New Hampshire. (That’s right: a poet—who knows how to rock.)

TIRED Online order form straight out of GeoCities. Old-school looks did not pass the lady test. To the man cave, Robin!

$450, humanspeakers.com

Rating: 9 out of 10

2. Raysonic SP-200

WIRED With warm, bright sound that puts a sonic shine on vinyl and lossless audio, this 100-watt integrated amp even smooths the harsh notes of low-bitrate MP3s. Completely groovy stereo imaging, man.

TIRED It’s all about the midrange—very little low thump or ultrahigh splash. Be careful around those eight KT-88 tubes: They run hot enough to shatter if you get greasy fingerprints on them, and replacement will set you back about three bills each.

$2,990 (as tested), raysonicaudio.com

Rating: 8 out of 10

3. Technics SL-1200MK2

WIRED This club-favorite turntable has more street cred than 2Pac—all of our most trusted vinylphile friends spin it. Supersturdy aluminum chassis and platter. Simple to operate without spilling your Coors. Just like 1979: High-torque direct-drive motor is dead steady and easily transitions from Supertrampin’ to scratchin’ and beat matchin’.

TIRED Pitch control and adjustable tonearm overkill for the home user. Stylus sold separately.

$550, technics.com

Rating: 8 out of 10</div

4. Solid Tech Rack of Silence ROS4 EVO

WIRED With only four points of contact per shelf, air swirls gaily around your gear, keeping it cool. Spring-loaded corners do a great job of soaking up your vibrations: In our totally scientific tests, one-man-dance-party-induced record skipping was reduced by 39 percent.

TIRED ‘Spensive. Spikes harshed our mellow: Unless you have carpet, you’ll have to shell out another $400 for hardwood-friendly feet.

$1,795, solid-tech.net

Rating: 7 out of 10

5. Tributaries T100

WIRED Ceramic-encased resistors in this power conditioner keep dangerous voltage spikes out of your pricey gear. (Hooking a high-buck system to a standard surge protector is like serving steak on a Kleenex.) Handy front-side USB charging port. Puts all components under the command of a single power button.

TIRED That button is frustratingly finicky. Voltmeter display refuses to turn off; constantly blinks 120 … 119 … 120. OK, we get it!

$350, tributariescable.com

Rating: 7 out of 10

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Microsoft Has Seen The Light. And It’s Not Silverlight.

Nearly a year ago, Microsoft pulled together a group of reporters for Bing Fall Release event. The highlight of the presentation was a demo showing off some nifty new features in Bing Maps. The problem? All of this stuff required Microsoft’s Silverlight browser plug-in to work. I berated the company for once again pushing users towards a more proprietary web. So today it’s time to laud them, as they seem to be backing away from that strategy.

During last week’s Professional Developers Conference (PDC), ZDNet’s Mary-Jo Foley asked Bob Muglia, Microsoft’s SVP of the Server and Tools Business, why the company failed to highlight Silverlight in a meaningful way this year. His answer was rather surprising.

Silverlight is our development platform for Windows Phone,” he said. And while he said that the technology has some “sweet spots” for media applications (presumably like Netflix, which uses Silverlight on the web), its role as a vehicle for delivering a cross-platform runtime appears to be over. “Our strategy has shifted,” is how Muglia put it.

Instead, as they made clear during PDC, Microsoft is putting their weight behind HTML5 going forward. Hallelujah.

Microsoft’s new IE9 web browser (which is in public beta testing) will be a big part of this strategy. And presumably, a lot of the things that currently require Silverlight, like some of those nifty Bing Maps features, will move to HTML5 going forward. Again, that’s great news.

So why is Microsoft doing this? It seems that Microsoft sees the writing on the wall. They likely know that’s it’s going to be much harder to make a dent in the new developer world order with Silverlight, which still has a relatively small market penetration and no penetration in mobile, than with HTML5, which is (or shortly will be) everywhere — including all of Apple’s devices.

HTML is the only true cross platform solution for everything, including (Apple’s) iOS platform,” Muglia told Foley.

This is a very different tone than Muglia had just a year ago, when he and then Microsoft Chief Software Architect Ray Ozzie were out on the circuit drumming up support for Silverlight with hopes that it would become a new de-facto standard like Adobe’s Flash. It’s not clear if Ozzie’s imminent departure from the company has anything to do with this change of tone or vice versa.

Regardless, Silverlight will now be mainly known as the development platform for Windows Phone going forward. In other words, the way to make native apps for those devices. But for just about everything else, it will be HTML5 or bust. And that’s great news for all end users. It’s one less plug-in to download. And it’s another step towards a unified web.