Openwave targets the humble browser for applications

Openwave (NASDAQ:OPWV) declared today that its mobile browser –based application work started with Sprint (NYSE:S) is now ready for prime time. It’s taking the wraps off of a new platform called Amplicity, which leverages new HTML5 capabilities in the next generation of browsers to create a defragmented development environment over which developers can build apps that can run across smartphones and feature phones.

While Amplicity is device agnostic, it’s not intended to be operator agnostic. Keyed into Openwave’s operator-focused Integra mobile Web and analytics platform, the value-added services (VAS) solution is designed to pull subscriber information from the operator’s databases. That contextual, though anonymous, information can be used to personalize the application experience, market applications or app features to subscribers and as the foundation for in-app mobile advertising.

Openwave customer Sprint has signed on to use the new technology and plans to launch a storefront of HTML5 applications its customers can access via Sprint’s phones regardless of make, model or operating system. Sprint hasn’t offered many more specifics on the project, and hasn’t yet revealed how many of its current or future devices can support HTML5 code. Presumably, apps built using HTML5 Web development could be accessed independently of the operator and simply run in the cloud. They bypass the OS and run through the browser itself. But by putting its stamp on those applications, Sprint may be looking for a way of monetizing Web apps. Apps that could normally carry a download fee or service charge could be offered for free through onboard advertising. And given the amount of subscriber data Sprint collects from the Integra platform as well as the presence and personal information it has on its customers, it could serve up highly tailored ads to those apps.

All of the operators have warmed up to the concept of using the mobile browser as a future app platform and revenue-generating tool. Global operators formed the Wholesale Application Community (WAC) to tackle the dual issues of platform fragmentation and the operators’ being cut out of the application value chain. The WAC plans to create a unified set of application programming interfaces (APIs) and a common development environment for all of its member networks. Its aim is to encourage developers to work directly with operators--rather than platform providers like Apple (NASDAQ:AAPL) and Google (NASDAQ:GOOG)—to build and distribute applications by promising them the largest potential audience for their creations. WAC is focused on simple widgets today, but as HTML5 becomes prevalent in mobile browsers, WAC hopes to use it as a common unifying development platform.