Last week FileMaker launched a new campaign to encourage businesses to adopt the company’s flagship database product line as an app development platform for the iPhone and iPad. The move is unique and the idea of FileMaker as an enterprise development solution does have its appeal – creating FileMaker apps requires no software development knowledge or experience and it can deliver native performance and functionality that HTML 5 web apps can’t.

FileMaker is offering early registration pricing for developers and database professionals attending the company’s annual developer conference. The conference, known as FileMaker DevCon will be held July 16-19, 2012 in Miami. Special pricing for conference attendees extends for nearly three weeks until May 22. Special hotel rates for attendees will continue through the middle of next month.

FileMaker DevCon is a four day event that will feature “under-the-hood” sessions, an Exhibitor Showcase, and several opportunities to connect with FileMaker engineers, product managers, and the company’s tech support team. The event includes more than 70 sessions for creating, managing, and deploying FileMaker solutions. The sessions will cover the latest version of the FileMaker lineup including desktop, server, and mobile versions of the product.

I’ve always thought of FileMaker as “databases for the rest of us” – the software is easy to understand for even novice users, it has an immense focus on visual design that allows users to create impressive looking solutions quickly and easily, and it packs quite a bit of power. All of those traits get a boost in FileMaker 12, which was released this morning.

My first impression on using FileMaker 12 is that the company took all the things I’ve always like about FileMaker Pro and Server and turned them up to 11 – particularly when it comes to making mobile solutions.