One of the big challenges for Google's ambitious phone project is persuading software developers to write interesting applications. Already, developers of mobile phone programs complain about having to write for too many different software platforms, like Windows Mobile, Symbian, Palm, RIM, and soon, Apple's iPhone. And while those software platforms are already powering millions of phones, there are no phones out there running Google's "Android" system - and there won't be any until the second half of next year.

So why would a developer bother? Money, of course. Google today is unveiling the developer tools for Android, and along with it, the promise of $10 million in prizes for those who build cool apps. The top 50 applications, as determined by a panel of judges, will be given $25,000 prizes to help fund further development. Then, of the 50, 10 will be eligible for $100,000 awards and another 10 $275,000 for awards.