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World Wildlife Fund - Save the Tigers

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There are as few as 3,200 tigers left in the wild. Together we can secure a future for these magnificent big cats. Join WWF to reach Tx2, our goal to double the number of wild tigers by 2022, the next Year of the Tiger.

Support the cause by adding the Facebook App

Threatened with Extinction

* In the past 100 years wild tiger numbers have declined 97%. There may be as few as 3,200 wild tigers left in existence, the lowest number ever recorded.
* Three tiger subspecies (Bali, Javan and Caspian) have already gone extinct and a fourth (the South China tiger) is on its way.
* Tiger and PugmarkIllegal poaching is the primary cause of the tiger’s decline, driven by black market demand for tiger skins, bones and organs.
* The wild tiger once roamed throughout much of Asia. Today, this magnificent cat remains in just 7% of its original habitat.
* Shrinking tiger habitat is becoming increasingly fragmented due to logging and commercial plantations.
* If tigers and their habitats continue to decline at the current rate, a world without wild tigers could be a tragic reality in just a few short decades.

Why Save Tigers Now

* This apex predator has a vital role in maintaining the natural balance of tigerlands that hold some of the richest biodiversity in the world, from the mangroves of India to the edge of the Siberian Taiga down to the island of Sumatra.
* Tigers are an “umbrella species,” and protecting their habitat benefits hundreds, even thousands, of other species in the process, including people.
* Stopping the poaching of tigers can help save other vulnerable species, strengthen local communities, improve law enforcement and solidify regional cooperation.

How You Can Help

Spread the word! Tell your friends about the Save Tigers Now campaign.

Tiger CubDonate in support of WWF’s tiger conservation efforts. Funds are urgently needed and will go directly to:

* strengthen grassroots projects to save tiger habitat across its range
* support antipoaching efforts on the ground
* build political will so that governments commit to bold, game-changing strategies that give wild tigers a future

HELP TO DONATE

Together, we can preserve an icon of nature and save wild tigers for future generations.

Android Rising, but Apple Still Dominates Worldwide according to AdMob

Android Rising, but Apple Still Dominates Worldwide according to AdMob

mobileossharemay2010

Mobile ad network AdMob (now part of Google) released its final Mobile Metrics report today (embedded below), at least for a while. AdMob gathers data from millions of phones and mobile devices which serve up its ad impressions, including almost 44 million iOS devices (iPhones, iPod Touches, and iPads). The decision to stop disclosing the data may have something to do with its new owner, Google, wanting to assess what it wants to let out there, but it could also be tied to the fact that AdMob might no longer have access to any iPhone data since Apple is specifically threatening to block it.

Whatever the reason, AdMob’s reports have proven to be a rich source of data on the mobile Web across platforms since mobile ad impressions on the mobile Web and in mobile apps are a decent proxy for mobile Web/app usage overall. So let’s dig in.

Over the past two years, mobile ad impressions from smartphones have grown from 22 percent of the total to 46 percent in May, 2010. Apple iOS devices account for the largest portion worldwide, with 40 percent share. But as you can see in the chart above, that share has been declining since it peaked above 50 percent in November, 2009. Over that time, Android has been steadily taking share, rising to 26 percent.

handsetvsmobile

The ratio of handset market share to mobile Web and app usage is not directly correlated. Nokia’s Symbian has a 44 percent share of handsets worldwide, but only 24 percent of of mobile Web/app usage. In contrast, Apple only has 15 percent handset market share, and Android has 10 percent, but together they account for two thirds of mobile Web and app usage.

iosbiggerthanandroid

On a worldwide basis, Apple devices still outnumber Android in terms of mobile ad impressions by a factor of almost 3.5 to 1. In the U.S., that ratio is about 2 to 1. According to an AdMob survey, iPhone users are more satisfied (91 percent) than Android (84 percent) or Palm’s WebOS users (69 percent). Android’s 84 percent satisfaction is pretty good, but there is still a gap with the iPhone.

iosmotresatisfied

Some other interesting stats from the report:

* While the iPhone is the single biggest device driving mobile ad impressions, Android phones account for 7 of the top 10 handsets (the other two are Nokias).
* Only 58% of iPad users are in the U.S. The next biggest countries are Japan (5%), UK (4%), China(4%), and Canada (3%).
* Android is less international, with 66% of users in the U.S. But the No. 2 country for Android is China (13%), followed by the UK (4%).
* HTC and Motorola phones account for 83% of Android usage.
* Twice as many iPhone users download paid apps as Android users.
* WiFi is huge. Nearly a quarter of U.S. mobile traffic comes over WiFi. The biggest percentage of WiFi requests (nearly two thirds) comes from the iPod Touch—which is a WiFi-only device—but 35% of iPhone traffic goes over WiFi as well

wifiusage

May 2010 AdMob Mobile Metrics Highlights

Droid X vs. iPhone 4

Droid X vs. iPhone 4: Spec Smackdown
Daniel Ionescu, PC World
Jun 23, 2010 5:27 pm

On Wednesday today, Motorola introduced the Droid X — the company’s response to the Apple iPhone 4. On Thursday, the iPhone 4 goes on sale. As a result, the digital world has a smartphone smackdown rivaling a wrestling match promoter Vince McMahon might emcee. What follows is a specification comparison between the hardware and software of the Droid X and the iPhone 4. Stay tuned for hands-on testing comparing the two models.

Opening Bell

Like the iPhone 4, the Droid X is not a big surprise, as “leaked” images and specifications of the device surfaced on the Web weeks ago.

droidx_vs_iphone

But it’s official now: Verizon, Motorola, and Google have launched their latest competitor to the iPhone 4, which created mayhem at pre-ordering stage, with over 600,000 advance sales recorded.

So how does the Motorola Droid X stack up against the Apple iPhone? Ultimately, this is a battle royale between two very different platforms: the iOS from Apple, a walled garden that sees no stopping in growth, and the Android platform, which is quickly catching up by adding powerful devices and galloping software updates.

We will look at some of the key software and hardware features of the iPhone 4 and Droid X, comparing and discussing. Note that, until the Droid X arrives on July 15 (with a price of $199 after a $100 rebate with a two-year contract), we won’t be able to do a hands-on comparison, so this a comparison based on listed specifications.

Processing Power - Tie

Like most modern smartphones, the Droid X runs on a 1GHz processor. The iPhone 4 runs on the same A4 chip you’ll find in the iPad, though the clock speed has not been disclosed. (In the iPad, it’s 1GHz.) Both Motorola and Apple have not specified the amount of RAM memory in their devices, but we know so far from a recent teardown of the iPhone 4 that the device features 512MB of RAM, a figure that you can expect from the Droid X as well.

When both phones become available, a proper speed comparison will be in order.

Display & Resolution - Winner: iPhone 4

The Motorola Droid X features a 4.3-inch screen, a whole 1.2 inches larger than the iPhone 4’s 3.5-inch display. Both devices’ displays are multitouch. But the winner in this category has to be the iPhone 4 because it packs more pixels per inch in its ‘Retina display’ than the Droid X.

The screen on the Droid X might be better for watching videos due to its larger size, but in terms of picture quality, the iPhone 4’s higher resolution and IPS screen technology packs the final punch.

Screen size, of course, can be a matter of preference, but most consumers probably won’t need the extra screen space on the Droid X, especially when it’s at the detriment of image quality. Also, the extra screen estate on the Droid X makes the phone wider, taller, and heavier than the iPhone 4.

Storage - Winner: Droid X

The iPhone 4 does not come in a 64GB version, like the iPod touch, but only in 16GB and 32GB models like the previous 3GS generation. The Droid X however, comes with 8GB of storage built-in, as well as with a 16GB microSD card included.

Because the Droid X supports microSD cards up to 32GB, you can extend its storage up to 40GB. The iPhone 4 does not have extendable storage.

Overall, for the $199 base model price, the Droid X comes with 8GB more storage than the iPhone 4 carrying

the same price (the 16GB model).

Camera & Multimedia - Draw

We have already seen photo samples taken with the iPhone 4’s 5MP camera, and they look great. It has an LED flash for taking pictures in low-light conditions, and it can record 720p HD video. But the Droid X comes with an 8MP camera and a dual LED flash, and it can also record 720p video.

Add to that the HDMI-out port on the Droid X, and Motorola’s device wins hands down. The iPhone 4 however, has a couple more tricks up its sleeve here. Apple’s device has a front-facing video camera for video calls (a feature missing on the Droid X), and you can purchase, for $4.99, iMovie for iPhone, simply the best mobile video editor seen so far (and exclusive to the iPhone 4).

We’ll conduct side-by-side tests of the cameras on these phones in the near future. Until that time, based on the specs alone, we’ll call it a draw.

Connectivity - Winner: Droid X

In the connectivity department, the Droid X and the iPhone 4 reach a draw — to a point. Both phones come with Wi-Fi, GPS, and Bluetooth, and both devices can be used as a modem (tethering) for $20 extra per month. What the Droid X can do and the iPhone 4 can’t is to act like a mobile hotspot. For those extra $20 per month, the Droid X allows you to connect up to five compatible Wi-Fi devices to Verizon’s network, such as your laptop, your iPad, or other gadgets.

iOS vs. Android - Draw (So Far)

The Droid X might have the edge over the iPhone 4 in terms of hardware overall, but lately consumers are focused on how easy and rich the OS on a smartphone is. In this department, Android is making huge leaps lately, but still has some catching up to do.

Usability aside, the problem with the Droid X is that it won’t ship with the latest version of Android (2.2) on July 15, but only with the current Android 2.1. This means that only in sometime “late summer,” when the Droid X goes Android 2.2, will the phone have full Adobe Flash support (something you won’t find on an iPhone any time soon).

Multitasking arrived in iOS 4 as well, so Android doesn’t have that advantage over the iPhone anymore, either. Same goes for applications, as Apple’s App Store reigns supreme with over 225,000 apps, while Motorola says Android Market has over 65,000.

A cool trick the Droid X will have, one not yet available on iOS, is Swype, a system that allows you to enter data on the software keyboard without lifting your finger off the screen. Swype is the default data-entry mode, but you can also use a regular multitouch software keyboard on the Droid X.

Other Things to Keep in Mind

A notable feature now present on the Droid X is noise cancellation technology, which is supposed to improve call quality by blocking other sounds around you except your voice. The iPhone 4 has two microphones, one of which is used for noise cancellation, while the Droid X boasts three. How these features will behave in real-life tests has yet to be seen.

And of course, last but not least, the iPhone 4 vs. Droid X battle is not only a challenge between Apple, Motorola, and Google. It is also a competition between the country’s two largest wireless carriers, Verizon and AT&T. The latter is well known for dropped calls and poor reception in some areas, while Verizon mocks AT&T over its lesser 3G coverage and overall mediocre network stability.

199729-iphone_4_original

Note that both the iPhone 4 and Droid X feature revamped internals and antennae structures to tackle reception issues, but AT&T still remains with a bruised eye in comparison to overseas iPhone users, who don’t experience network problems like their U.S. counterparts.

The New News

D8 Video: NPR CEO Vivian Schiller

Adapting News to today’s digital age, increasing visibilty and distribution - mobile a major component of today’s news.

Onstage with Kara Swisher, NPR CEO Vivian Schiller talked about the future of radio, the prospects for high-quality journalism and the ways the public radio unit could help create a more powerful network of many stations.

Get the WakeupCall.tv app to receive your morning news via your iPhone, iPod and iPad.

Steve Jobs says Flurry’s detailed app analytics were “pissing us off”

Story by VentureBeat
June 2, 2010 | Paul Boutin

n April, Apple abruptly changed the rules in its written agreement to which iPhone app developers are required to conform if they want to be carried in Apple’s App Store. “The use of third party software in Your Application to collect and send Device Data to a third party for processing or analysis is expressly prohibited,” said the added text.

At the time, Apple wasn’t very communicative about the changes. But lately, Apple overlord Steve Jobs has become much more talkative in public. During an onstage interview at the D8 conference just outside Los Angeles yesterday, Jobs bluntly explained how app analytics firm Flurry provoked the ban on data collection by deducing and publishing the fact that they’d identified 50 gadgets in use on Apple’s campus that seemed likely to be the still-secret iPad.

In January, Flurry VP Peter Farago had cheerily published a report on the secret Apple tablets. Jobs explained yesterday how this infuriated him: “One day we read in the paper that a company called Flurry Analytics has detected that we have some new iPhone and other tablet devices that we’re using on our campus. We thought, what the hell?”

Flurry is known to most VentureBeat readers as a leading app analytics firm, and the author of a monthly report on the world of app development. Farago texted me to say that he will email me a response later, but for now here’s part of Peter’s response to a MediaBistro reporter:

We have also been in communication with Apple … We are updating our analytics service to comply with section 3.3.9 of the Apple 4.0 PLA. We will not collect device data. All in all, the changes required to be in compliance will have little impact on the usefulness we provide to developers about how to improve their applications, and how to continue to increase consumer satisfaction.

Flurry also crafted a privacy initiative in mid-May. The company has prepared an introduction and an FAQ on its work.

No doubt both Apple and the analytics and advertising firms will claim that the no-longer-collected data won’t affect the sharpness of their insights and ad targeting. But to a software developer, access to less information and detail is never better than access to more.

Don’t miss MobileBeat 2010, VentureBeat’s conference on the future of mobile. The theme: “The year of the superphone and who will profit.” Now expanded to two days, MobileBeat 2010 will take place on July 12-13 at The Palace Hotel in San Francisco. Register now. Tickets are going quickly. For complete conference details, or to apply for the MobileBeat Startup Competition, click here.

Nielsen Reports on the State of Mobile Apps…

Nielsen Reports on the State of Mobile Apps: Travel/Lifestyle Surprisingly at the Bottom of the Heap
By Todd Ogasawara on Jun 02, 2010 02:55 AM

From the venerable Nielsen ratings people comes:

The State of Mobile Apps

The iPhone leads the way with the highest average number of installed apps per user: 37. Android is a distant but respectable second with an average of 22 apps installed on each phone. BlackBerry and Windows Mobile trails even more distantly behind with 10 and 13 average apps, respectively.

Games, news/weather, maps/navigation, and social networking apps were used by more than half of smartphone users in the past 30 days.

The biggest surprise for me was the report that only 21% of smartphone users had used a travel/lifestyle app in the past 30 days. I expected travel apps to be somewhere in the 30% range.

The specific apps used were surprisingly similar on all of the major platforms: Facebook, Google Maps, Weather Channel, and Pandora.

Why BlackBerry Users Will Defect

Despite bells and whistles, the device misses the ‘fun factor.’

by Mike Schuster
Wednesday, March 31, 2010
Provided by MarketWatch

Call it a matter of touch-screen envy, but many BlackBerry users are starting to feel the 24-month-contract itch.

And they’re willing to switch to Apple Inc.’s (AAPL) iPhone or Google Inc.’s (GOOG) Nexus One, according to a recent study.

Conducted by the online market researchers Crowd Science, the survey results show that Research in Motion (RIMM) BlackBerry users are more likely to abandon the brand than iPhone or Android users. When asked of the likelihood of buying a particular brand of cell phone or smartphone if the purchase was made the following day, 39% of BlackBerry owners said they “definitely or probably would” nab an iPhone. And roughly one-third of the participants claimed they’d snatch up an Android phone.

Meanwhile, the fierce Google-Apple war seems to have bled into the user base.

An overwhelming majority of iPhone users — 92% — would likely stay loyal to the Apple device, and only a tad fewer Android owners — 87% — made a similar claim.

However, Apple zealots who unleash a fervent hatred for opposing teams may have met their indignant match. While 15% of iPhone users “definitely or probably would not” recommend an Android device, a whopping 45% of Android users would never dare give Steve Jobs’ baby a thumbs up. Whether that’s a product of outsider’s scorn or buyer’s remorse, the study didn’t pose the question.

But as the battle between Apple and Google rages on, BlackBerry users look on with a degree of envy.

Despite commanding a hefty lead over the iPhone in the smartphone market share — 42% versus 25%, respectively — the numbers for RIM have begun to drop, along with Microsoft’s (MSFT) Windows Mobile and Palm (PALM).

According to comScore, RIM’s market share dropped a percentage point in the fourth quarter of 2009 from the third quarter, and Apple’s rose 1.2%. PCWorld’s Tony Bradley calculated that, given the same rate of rise and decline, Apple could surpass RIMM’s market share by February 2012. And buoyed by the success of the Motorola (MOT) Droid, Android showed the biggest gains — rising 2.7% to 5.2%.

Crowd Science Chief Executive John Martin addressed the study in the company blog. “These results show that the restlessness of BlackBerry users with their current brand hasn’t just been driven by the allure of iPhone.” He added, “Rather, BlackBerry as a brand just isn’t garnering the loyalty seen with other mobile operating systems.”

iPhone, Droid and BlackBerry.

iPhone, Droid and BlackBerry.

So what’s the allure of the competitors? Why are BlackBerry users more willing to jump ship?

BlackBerry has long been the choice of tech-savvy executives who are wirelessly tethered to their jobs. But as evidenced in the study, only 7% of BlackBerry owners still use their device exclusively for work. For years, the smartphone has ceased to be merely associated with work — an evolution that Apple played a large role in influencing. However, the BlackBerrys, the Palm Treos, and the Windows Mobile devices never successfully adopted the veneer of “recreational smartphones” nearly as well as Apple or Android.

Put simply, iPhones, Droids, and Nexus Ones just look like more fun. And as the “fun factor” became a significant reason why smartphones became as popular as they did, any manufacturer still focusing on the business aspects fell out of favor with users.

What’s the appeal of a physical keyboard if the iPhone can remember where you parked? Why use Microsoft Exchange when the Droid works seamlessly with Gmail — a service more businesses are using anyway? Is there a point to waiting for a BlackBerry version of an app that has dozens of variants available in the App Store or Android Market?

Unless a new BlackBerry device sheds the brand’s stodgy work image, RIMM is going to miss out on all the fun — and customers.
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iPhone In-App Purchase Options

Here’s an informative blog post by Flurry Analytics on In App Purchases for iPhone from the app creators perspective:

The ability for developers to offer in-app-purchases within paid iPhone apps, as part of iPhone OS 3.0, creates exciting new revenue opportunities. At the same time, the option to sell virtual goods, additional game levels, subscriptions and other forms of micro-transactions, creates more complexity around how to best monetize a given application. Developers who can quickly and effectively measure and optimize the impact of these new pricing options will emerge as winners in the next phase of the iPhone economy.

pocketgod_icon_refect_crop1To date, selling an iPhone application required a few simple decisions: developers could either give an app away for free or charge for it. The two most common business models to emerge were free-to-paid and ad-supported, with some companies opting to ship only paid version of their applications. The decision to offer a free version seems correlated to whether a developer has recognizable brands. For example, EA Mobile, which boasts The Sims 3, Tetris and Scrabble tends to release more paid-only versions. By contrast, companies with more original, less-recognizable titles like Digital Chocolate, which makes Crazy Penguin Catapult, Brick Breaker Revolution and Tower Bloxx frequently go to market with free trials of their games to entice consumers to try-and-buy. Overall, much of the learning in the market has centered on what price to charge, when to drop price and whether ad-supported apps earn more revenue than paid apps.

Already, there are several iPhone apps well suited to micro-transactions. To stay relevant, well ranked, and retain consumers, developers have been adding extra content and features via updates. Pocket God by Bolt Creative* is an example of an app that has strong micro-transaction potential. They have already successfully trained users to expect regularly released content updates that keep the gaming experience fresh (personally, I like the spear used to fight off the Tyrannosaurus Rex). As a result, Pocket God has been ranked among the top paid apps for several weeks. However, they have been collecting a mere $0.99 for the initial download of the app and then giving away a steady stream of additional content after the sale. While their current strategy has earned them users, they should weigh this approach against maximizing revenue through micro-transactions. A risk to keep in mind is that users who have been receiving content updates for free may resent paying for updates going forward. This could be mitigated with a combination of free updates and optional in-app purchases.

To further this example, listed below are some ways Bolt Creative could consider applying micro-transactions:

1. Content Packs: Charge $0.49 (UPDATE: $0.99 is currently the lowest price that Apple will allow for any transaction in the App Store) for each content update going forward. Over time, measuring the micro-transaction conversion will allow Bolt to tune the amount of content, how often they offer new content and types of content. These could be new maps complete with common-themed sets of items. Imagine a moon map with all sci-fi items, for example.
2. Individual Items: Bolt could test whether selling individual items for $0.25 (UPDATE: $0.99 until Apple allows lower price points) such as ant spray, shark repellent, blueprints to build a shelter, etc. yields higher total revenue per user.
3. New features: Offer new features like sending a post card to a friend and challenging them to play a turn-based version of the game, charging $0.99 for these as in-app purchases.
4. Subscription: Convert to a subscription billing model, charging $0.99 per month going forward. It goes without saying that the amount of regularly offered content needs to satisfy subscribers to keep them engaged and paying.

Of course with each of these pricing changes, Bolt could lose users. However, if they can find the right model and sweet spot of monetizing the new content they are currently giving away, they could stand to increase revenue significantly. It’s really about finding that balance to increase revenues, even if it’s with a smaller user base. Either way, it will be key to measure how changing their pricing model affects new user adoption, retention and monetization. All of this can be measured with a robust analytics package like Flurry.

Experienced publishers and developers will tell you that testing and measuring is the best way to focus on the right parts of your business, especially when it comes to your product and how you price it. As it relates to micro-transactions in the App Store, think about the content you are offering and whether it’s well suited to micro-transactions. Then test launch different kinds and amounts of content, at different price points, from within different points of your app and at different intervals. Compare how these perform using your analytics service of choice and tweak your approach. With this kind of testing, learning and tuning, you’ll be reaping the rewards in the next era of the impressive iPhone economy.

* Bolt Creative is not a Flurry customer and the business model options explored in this blog post are for illustrative purposes only.

Final Four: Hollywood meets heartland at Hinkle

INDIANAPOLIS — Jan Currier came into Hinkle Fieldhouse on Tuesday and pointed her camera toward the cavernous ceiling. Then the resident of nearby Plainfield, Ind., took pictures of the scoreboard hanging over midcourt. And of the afternoon sunlight slanting through the vast windows.

AP Photo/Darron CummmingsButler's Hinkle Fieldhouse has seen its share of basketball history over the years. The Bulldogs will write another chapter in their history when they play in the Final Four in their hometown of Indianapolis.

AP Photo/Darron CummmingsButler's Hinkle Fieldhouse has seen its share of basketball history over the years. The Bulldogs will write another chapter in their history when they play in the Final Four in their hometown of Indianapolis.

It was her 42nd wedding anniversary, and this is where she and husband John chose to spend it.

“We were thinking of something that would make us both happy,” she said. “And this is it.”

Butler University and hallowed Hinkle are the epicenter of Hoosier State happiness this week. The Curriers and many others are flocking here, cameras and credit cards in hand, to celebrate the Final Four Bulldogs. Visitors are mobbing the bookstore to buy Butler gear and explore the school’s historic gymnasium, smitten with a multi-layered love story that is a little bit Hollywood, a little bit heartland and completely embraceable for basketball romantics.

To get Tips on which team has this years Final Four Gods on their side, check out The Tony George Sports app on the iPhone
appstore

The Butler team that plays in this 82-year-old building is a rare example of a Final Four participant from outside the six power conferences that rule college athletics. A school with only 4,200 students, from the relatively obscure Horizon League, has a chance to be the least-likely NCAA tournament champion since Villanova 25 years ago — maybe longer. And Butler has that chance in its hometown, playing just six miles from campus.

It’s the stuff of screenplays — which is, of course, part of the allure here. Hinkle was the setting for the climactic scene of “Hoosiers,” when Jimmy Chitwood scored the basket that allowed Hickory High School to beat South Bend Central for the state championship in the 1986 film that has earned an enduring place in the American sports-movie canon.

Hinkle and that movie are so closely intertwined that Butler coach Brad Stevens said he’s personally heard pilgrims to the gym wander in and shout “Hickory!” And although his team has won 32 games — the past 24 of them in a row — and is actually favored against Saturday opponent Michigan State, Stevens is happy for his team to play the role of plucky Hickory this week.

“Love it,” he said. “I’m an Indiana kid. I grew up 20 minutes away [in Zionsville]. The worst thing I could say is, ‘Don’t compare us to Hickory.’ I love being the underdog. I love being a team people think has overachieved.”

But as an Indiana icon explained later Tuesday at the restaurant that bears his name and fame, the more accurate parallel to this Butler team is the real-life Hickory.

“‘Hoosiers,’ I wouldn’t compare it to,” Bobby Plump said. “Milan, I would.”

He was sitting in Plump’s Last Shot, a place in Indy’s Broad Ripple neighborhood where Hoosier Hysteria comes to life. Hanging on the wall is a framed bracket from the 1928 state high school championship, the first played in Hinkle, then known as Butler Fieldhouse. It includes the notation that Martinsville High lost 13-12 when star player John Wooden missed a free throw in the final seconds.

And there is Milan memorabilia all over the place. Milan High School was Hickory, but much better than the film portrayed. The Indians were state runners-up in 1953, then were a dominant team the next year. Before winning the ‘54 state title over Muncie Central 32-30 on a last-second shot by Plump, their average winning margin was 15 points per game, and they beat Oscar Robertson’s Indianapolis Crispus Attucks team by 13 in the quarterfinals.

But it was Milan’s small-school identity, with an enrollment of 161, that made the championship the most celebrated in the history of the state. Until 1997, Indiana played single-class basketball: the tiniest schools in the same pool with the biggest, with just one champion every year. And the state tournament meant everything in Indiana’s small towns.

When the smallest school ever to win the state title beat huge powerhouse Muncie Central — and did it on a shot made by a kid whose home had no electricity until he was 13 — it was a Hollywood script waiting to happen.

Thirty-two years later, screenwriter Angelo Pizzo and director David Anspaugh — both Indiana natives — made it happen. And 24 years after that, we have this complementary collegiate storyline.

But it gets better. Because Bobby Plump is sitting in his restaurant animatedly telling stories while wearing a T-shirt bearing the name of his alma mater — Butler University.

After winning the state’s prestigious Mr. Basketball award, Plump turned down offers from Indiana, Purdue and Michigan State to attend Butler. The biggest reasons: Freshmen were ineligible to play in the Big Ten at the time but could play at Butler, and famed coach Tony Hinkle sweetened the pot in ways the NCAA would not approve of, then or now.

Butler didn’t have athletic scholarships, but Hinkle found a booster willing to pay Plump’s way. Hinkle himself paid Plump’s phone bill, which he ran up significantly with calls to his girlfriend at Hanover College in Madison, Ind.

AP Photo/Amy SancettaBobby Plump, left, is a Hinkle legend as both a high school player and then at Butler. He led Milan High School to the 1954 state championship, which served as the inspiration for the movie "Hoosiers" in 1986.

Plump returned the extra favors by becoming Butler’s all-time leading scorer, racking up 1,439 points by the time he graduated in 1958. Until forward Matt Howard broke it last week, Plump still held the school record for most free throws made in a career.

It’s safe to say nobody has experienced better times in Hinkle Fieldhouse than Bobby Plump.

“I don’t get maudlin when I walk in there,” he said. “It’s just nice remembrances.”

Plump and almost all the rest of Butlerkind will relocate to Lucas Oil Stadium on Saturday to see the Bulldogs go where they’ve never gone before. In fact, Plump and his Milan teammates — all but one still living — will be there as special guests of Indiana Gov. Mitch Daniels.

“I don’t know if anybody could have more fun than I have watching Butler play in this tournament,” Plump said. “Not just as a Butler grad, but the way they play. They do it as a team, both ends of the floor, and they’re fundamentally sound. They are extremely good.”

Fact is, Butler has been good for 15 years now, through a coaching succession from Barry Collier to Thad Matta to Todd Lickliter to the youthful Stevens, who looks like he’s late for his freshman econ class. The Bulldogs have been to nine NCAA tourneys in those 15 years.

This, however, has been the high point. Gonzaga and Xavier get more attention as high-powered mid-majors, but neither of them has broken through to the Final Four.

And the Butler fan base is suitably moved.

Take Brian Clouse, Butler Class of ‘90, and wife Paula. They were flying home to Indy from San Francisco on Saturday, and while connecting in Dallas caught the last minute of the Bulldogs’ upset of Kansas State to reach the regional final.

They touched down around 10 p.m., and by the time they got home they learned that the team was expected back on campus at 3 a.m. Brian looked at Paula and said, “Let’s go.” So they joined a welcoming party estimated at 2,000 lining the way from the bus into Hinkle.

While wearing a Butler tie Tuesday, Brian Clouse was grabbing armloads of gear at a mayhem-ridden bookstore.

“Can’t have enough,” he said. “A couple things I’ve got to get framed for my man cave.”

Not far away, an elderly woman was sweating and trembling as she waited to get through the bookstore checkout counter. She checked her blood sugar and bent over, clutching the sides of a table. She certainly didn’t seem to be in the proper health for a shopping spree amid crowded conditions, but her grandkids needed T-shirts and a stuffed bulldog.

Despite the general mania, Butler’s players have been expected to do what Butler players do. Namely, go to class. That will remain the modus operandi straight through the week, when the school will shuttle players to and from Lucas Oil news conferences and practices to campus for class.

“When the kids went to Salt Lake City [for the West Regional], they had backpacks,” Plump said. “And they had books in them.”

Butler players live in regular student housing; no jock dorm here. And Stevens bends the practice schedule around class schedules, which necessitates regular pre-dawn practices.

“We’re all regular students like everyone else,” said point guard Shelvin Mack. “At some schools athletes are treated better, or treated differently, but not at Butler.”

Which might be why so many of the Bulldogs are not one-dimensional jocks. Starters Matt Howard and Gordon Hayward were recently named academic All-Americans — Howard (3.77 GPA in finance) on the first team, Hayward (3.31 GPA in computer engineering) on the third team. And Stevens told the story Tuesday of guard Ronald Nored running for freshman class president almost immediately upon his arrival at the school.

But class attendance aside, it is all about basketball this unprecedented week on the Butler campus. This is an unlikely basketball love story in full bloom, a story so romantic it can spur an Indiana couple to very appropriately spend its anniversary in an empty gym.

Beneath the massive old roof of Hinkle Fieldhouse, Jan Currier smiled and shrugged.

“This,” she said, “is Middle America.”

Pat Forde is a senior writer for ESPN.com. He can be reached at ESPN4D@aol.com.