Nokia 7370 how can this be done

How can this effect be done?
http://www.nokia.com.au/nokia/0,8764,87478,00.html
Its a really cool feature, how easy would it be to make something like this and what would it involve?
also this is a similar thing but not java made in quicktime.
Ipod did a similar thing for the Ipod nano
http://www.apple.com/ipodnano/gallery/qtvr.html