Openwave announced Amplicity, which it described as “a new browser-based, value-added services solution designed to enable developers to leverage valuable mobile operator network assets to more rapidly create and deliver applications within the browser.” The intention is to enable developers to address hardware and software fragmentation through the use of web technologies, including HTML5. In order to improve the distribution process, the company also said it is partnering with GetJar to integrate Amplicity with GetJar’s app catalogue and publishing interface. Openwave previously announced that Sprint is set to introduce a browser-VAS solution powered by Openwave.

The vendor describes Amplicity as an “operator-centric solution that empowers application developers to leverage network assets for the rapid development and deployment of applications within the browser.” It can use anonymised subscriber data to create new revenue streams for operators, while creating a more relevant browsing experience for subscribers. Other benefits apparently include the ability to address a growing base of HTML5 browsers; support for web development skills and tools; the ability to quickly develop, test, distribute and market apps; the flexibility to support client, network and cloud-based products; and the ability to enable new revenue streams and models.

Dan Nguyen, VP of product management, ecosystem, at Openwave, said: “More than anything, developers care about reaching as many end users and devices as possible; they would love to be able to build one application and have it reach as many users as possible without having to write different versions of it. Operators have always been an essential part of the internet ecosystem, and the data they possess is the key to beating over-the-top players in the battle for consumer mindshare.”

Openwave Amplicity is expected to be available imminently. The integration with GetJar is scheduled for the second quarter of 2011.