If Comverse has its way, more content providers will be able to offer ringback tones off-deck.

The problem for ringbacks in the off-portal world has been their close ties to carriers’ networks. But Comverse yesterday announced that the Open Mobile Alliance (OMA) has approved and started work on a standardization initiative to create an application programming interface (API) between operators and content providers. The initiative is supported by a number of Tier 1 operators and vendors.

Comverse pioneered the ringback tone capability off-deck with its Fun Broker platform, which is targeted at operators. The OMA initiative means companies that don’t have Fun Broker will still be able to offer ringback tones off-deck by referring to the spec.

The initiative comes at a time when a lot of content providers are looking for ways to offset the stagnation in the ringtone market, said Meidad Sharon, associate vice president for Comverse Fun Dial. Comverse suggested that OMA develop the standard.

Why not keep the API to itself? “We would like the ecosystem to develop and the standard can help it develop,” he said. “It’s a win-win.”

Currently, end-users cannot get ringback tones off-deck in the United States, although some consumers in Europe can find them.