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COMVERSE: Comverse spearheads drive for new OMA industry standard for off-deck ringback tone market; New standard has broad applicability to content services
[November 11, 2008]

COMVERSE: Comverse spearheads drive for new OMA industry standard for off-deck ringback tone market; New standard has broad applicability to content services


(M2 PressWIRE Via Acquire Media NewsEdge)
RDATE:11112008

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."

About Comverse


Comverse is the world's leading provider of software and systems
enabling network-based messaging and content value-added services,
prepaid, postpaid and converged billing, mobile advertising and IP
communications. Comverse solutions generate revenues, strengthen
customer loyalty and improve operational efficiency for over 500
communication service providers in more than 130 countries. The
company's product portfolio facilitates personalised lifestyles in an
evolving connected world and is based on the InSight Open Services
Environment. Comverse's solutions support flexible deployment models,
including in-network, hosted and managed services, and can run on
circuit-switched, VoIP, IMS and converged network environments.
Comverse is a subsidiary of Comverse Technology, Inc. (CMVT.PK).

CONTACT: Fiona Goldsworthy, Red Lorry Yellow Lorry
Tel: +44 (0)20 7403 8878
Fax: +44 (0)20 7403 7834
e-mail: fionag@rlyl.co.uk
WWW: http://www.rlyl.co.uk
Comverse
WWW: http://www.comverse.com

((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at
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Copyright ? 2008 M2 Communications Ltd.

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