Openwave Systems Inc. a global software innovator delivering context-aware mediation and messaging solutions, today announced Openwave Amplicity, a new browser-based, value-added services (VAS) solution designed to enable developers to leverage valuable mobile operator network assets to more rapidly create and deliver applications within the browser. Openwave Amplicity enables developers to rapidly achieve cross-platform reach, tapping into anonymous subscriber data to market their applications to consumers and enterprise customers, and monetize these applications through contextual advertising. In October 2010, Sprint was the first operator to announce a browser-VAS solution powered by Openwave.
One of the biggest challenges facing mobile developers today is fragmentation in the OS/application development environment. As platforms continue to evolve, there could be multiple versions within the same operating system. In addition, the variety of hardware form factors and capabilities – from smartphones to new entrants like tablets – make it difficult for developers to ensure that applications will port from one device to another.
Openwave Amplicity helps increase the developers’ reach through a cross-platform footprint provided through HTML-5. Consumers can reap the benefits of a more contextually relevant browsing experience with a more personalized way to consume their applications that Openwave Amplicity places on their mobile phones.
“More than anything, developers care about reaching as many end users and devices as possible; they would love to be able to build one application and have it reach as many users as possible without having to write different versions of it,” said Dan Nguyen, Openwave’s vice president of product management, Ecosystem. “Operators have always been an essential part of the internet ecosystem, and the data they possess is the key to beating over-the-top players in the battle for consumer mindshare. Openwave Amplicity allows operators to open up their networks to developers and third-party content providers to ultimately create smarter applications that rely on contextual information.”
Openwave Amplicity
Openwave Amplicity is an operator-centric solution that empowers application developers to leverage network assets for the rapid development and deployment of applications within the browser. Openwave Amplicity can turn the operator’s existing anonymized subscriber data into new revenue streams for the operator while creating a more relevant browsing experience for subscribers. Other key benefits of Openwave Amplicity include the following:
Large footprint: Address a growing base of HTML 5 browsers
Ease of use: Leverage web development skills and tools
Speed: quickly develop, test, distribute and market
Flexibility: client, network, or cloud
Monetization: Enable new revenue streams/models e.g. advertising
Openwave Amplicity is expected to be available in the first quarter of calendar 2011.
