Openwave Systems yesterday took the wraps off Amplicity, a new browser-based, value-added service solution for developers to leverage mobile operator network assets for apps within the browser.
Back in October, Sprint was the first operator to announce a browser-VAS solution powered by Openwave.
Dan Nguyen, Openwave's vice president of product management/Ecosystem, says the intention is to help developers quickly develop and offer apps to subscribers by way of the browser. Why the browser? For one thing, it's in that unique role of being truly open standards base and cross-device compatible, he says. In general, browser-based apps tend to be lighter weight, so that's another benefit for operators trying to conserve network resources. Plus, browser-based apps can reach a larger number of people because they're not dependent on an OS.
There are various ways operators can choose to present the apps, like through a toolbar – it's highly customizable and flexible, he says.
Nguyen says the data that operators possess is key to beating over-the-top players in the battle for consumer mindshare. Amplicity allows operators to open their networks to developers and third-party content providers to create smarter applications that use contextual information – in ways that are palatable for operators and developers.
Openwave Amplicity is expected to be available in the first quarter of calendar 2011.