Comverse spearheads drive for new OMA industry standard for off-deck ringback tone market

Published 11th November 2008

New standard has broad applicability to content services

11 November 2008 – Comverse, a leading supplier of software and systems enabling network-based multimedia enhanced communication and billing services, has announced that the Open Mobile Alliance (OMA) has approved and begun work on a key standardisation initiative, proposed by Comverse, to create a well-defined application programming interface (API) between operators and content providers. Supported and promoted by a number of leading operators and vendors, the initiative can help open the ringback tone environment to off-deck content providers, a capability pioneered by Comverse through its Fun BrokerTM platform. The new OMA specification will offer even greater significance in its applicability to a broad spectrum of third-party content-related services, such as mobile advertising.

Comverse's Fun DialTM ringback tone service enables users to personalise network tones (ringing, busy signals) with music and content to entertain callers before the call is answered. Taking the service an important step further, Comverse Fun Broker broke new ground by opening the ringback tone service arena to leading content players, which can generate substantial new ringback tone traffic and revenues by increasing user awareness, convenience and choice. Comverse’s OMA initiative for a standardised API between operators and content providers is intended to ensure industry-wide benefits through universal interoperability.

“Developing a new standard is an important step that will benefit end users with easy access to a broad variety of content for ringback tones and other services, by enabling third-party content providers to connect easily to the operators systems,” said OMA Board of Directors Chairman Fred Harrison. “OMA’s goal as the central group representing mobile operators, vendors, content providers and other key industry players is to advance the mobile industry. By removing barriers to interoperability, we help to create a seamless and consistent mobile experience for users and a market environment that encourages competition through innovation and differentiation. Open standards bring benefits, including economy-of-scale, to all parties in the value chain.”

“Comverse brings extensive experience and market leadership to standards definition. As an industry leader and shaper for the better part of three decades, Comverse has long used its prominent position in the standards bodies to consistently champion an open ecosystem that removes barriers to service usage, adoption and enjoyment,” said John Bunyan, Chief Marketing Officer. “With content accounting for a growing percentage of service provider revenues, Comverse’s role in initiating and promoting adoption of this new OMA standard underscores our global leadership in Value-Added Services such as ringback tones and mobile advertising, which drive ARPU and create profitable new opportunities for all parties.”