November 12, 2016
Several major operators have backed a move by Comverse to bring in a standardisation initiative so that operators will have a set of specifications for application programming interface (API) which connects content providers and operators.
The initiative should help to open the ringback tone environment to off-deck content providers. This capability was pioneered by Comverse through its Fun Broker platform.
The Open Mobile Alliance (OMA) has already begun work on the standardisation proposals that were originally put forward by Comverse.
Once in place the new specs will offer many content related third-party providers a central platform so that everyone will be “singing from the same hymn sheet” rather than each company pushing their own specifications.
One big winner once the new specifications are approved will probably be mobile advertising functions.