I also think, he believed that he could not keep up with the American Gaming Culture. The icons change so fast.
I believe the CEO knows about the nuts and bolts of the portable apps market and the cover simply changes. I believe, he thinks, why not sell the application structures, tweak the nuts and bolts for the client, let them put on their own covers, so we don't have to spend the time and effort chasing American Gaming Culture with games they get tired of in 6 months. Let's make useful applications tailored for emerging BRICS nations hungry to join the portable information revolution. If done correctly, we can get this snow ball rolling and BOOM! make the company stock go up 40X and then COAST! The CEO is sitting on boat loads of this stock. His plan must center on the stock price.
I believe, in making iphone games, he was having a difficult time maintaining and growing the stock price. I believe he saw this and realized he needed a new plan that focused primarily on the stock price more than anything else and he mentions this almost every time he speaks publicly. And even the Chairman of the Independent Audit Committees says about him:
Quote from Dr. Gert Hensel, Member of the Board of Directors and Chairman of the Independent Audit Committee of Artificial Life, Inc. - "Mr Schoneburg is the right man at the right time for the Company to achieve a fast turn around for our shareholders in the coming year. After all, he is the key shareholder of the Company. He also has personally recently invested substantially in the Company again which shows his commitment and determination. He is not just a hired manager. He needs no additional motivation. His interests are best aligned with the interests of our shareholders. And he has all it takes to get the Company back on track: the experience, the skills, the necessary knowledge and contacts in the industry and the drive to efficiently implement the new business model."
