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Openwave's (news, site) message is, don't create an individual app for each mobile store -- use Amplicity to create device-neutral, value-added services in the browser.

Apps Without the Store

Apps are all the rage -- of that there is no doubt. But for developers big and small, it can be a pain to rewrite or cross-compile code, create new assets and all the other hassle required for getting one app to work across several app stores and platforms. Then there is all the individual approval processes, pricing, store management and other factors to consider.

Openwave's approach is to use the mobile browser as the vector to get customers using a product direct from a company website. Due to be launched sometime this quarter, Amplicity helps developers create services or apps used on the HTML 5 mobile browser, with one set of JavaScript code working across the cosmos of myriad devices.

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An example of Amplicity in action
 

Browsing Solutions

While you can't sell a browser app, they can still be monetized via advertising, and companies will already be saving money by not splashing out across the endless range of tools, devices and platforms or having to provide support and so on.

Amplicity deploys a lightweight SDK and links into advertising and analytics. The result is processed through a proxy called Openwave Integra to produce code that functions on any modern mobile browser on any phone or tablet. The power of Javascript and HTML 5 means developers can come up with services or tools that look as good as apps but are fixed within the company website, creating a stickiness that apps don't have and bypassing the whole store system.

Amplified Opportunities

While web apps that are generically designed will run on any phone through any phone operator or network, customers can take advantage of value-added features that are offered by phone operators (Openwave has already signed a deal with Sprint). These features can include promotion and seamless distribution of apps, plus access to subscriber data, device and location, in an anonymized manner to help improve the product or service, and to manage metrics and analytics.  

More deals are likely to be signed as the system is launched, enabling all major networks to offer advances on the app-in-a-browser concept to enterprise customers and developers. With the massive number of smartphones and tablets out there, there is great potential for network operators and developers to offer a quick and speedy service for customers to get apps out there and offer monetization without the hassle of going through the app-store hoops.