LAS VEGAS--Microsoft is looking to position its Silverlight Web technology as the coolest kid in school--one that is both popular and gets along with everyone.
At the Mix '08 show here, the company talked about its Mac, Linux, and mobile-phone compatibility and brought out customers like Hard Rock Cafe, NBC, and AOL to talk about how they are using the technology. It also showed Silverlight running on the newest compatible device--Nokia's smartphones.
Microsoft's Scott Guthrie also alluded to support for Apple's iPhone, saying Microsoft wants Silverlight running on "anything that has an SDK (software development kit)."
In the Hard Rock Cafe example, the restaurant and hotel chain used the technology to showcase its massive, 70,000-piece collection of rock artifacts. "This is 2 billion pixels," said a representative of the company who built the site for the Hard Rock.
AOL showed off a new version of AOL Mail, while NBC touted its plans to use Silverlight to bring more than 2,200 hours of video both live and on-demand.
It's all part of Microsoft's aggressive pitch to Web developers, a clear acknowledgment that Microsoft faces a tough battle to win the hearts and minds of those who build Web sites and applications.
"I know today you have many amazing technology choices," Ray Ozzie said in his introductory comments. "But I'd like you to bet on us because I think together we can create extraordinary experiences.