iRise Takes On iPhone Apps

El Segundo-based iRise, the developer of enterprise application prototyping tools, is taking on the iPhone app market, saying today that it has launched a new visualization product called iRise Studio MX, which allows users to create iPhone app prototypes. The firm said the new app allows customers to design and build prototypes of applications, without requirements for coding or scripting of any kind. iRise's products are used by companies to mock up screen layouts and inputs for actual applications, to make it easier to develop. iRise said the new private beta of the product is free. The new tool supports the full set of the iPhone's touch sensitive controls. iRise's prototyping tools are used to both spec applications for developers, and also to help sell the concept and idea behind enterprise apps to others. iRise is backed by Morgan Stanley Venture Partners, and Deutsche Bank; the firm is headed by Emmet B. Keeffe III.