Computer maker Hewlett Packard Co. has launched the HP OpenCall Media Platform 4.0 (OCMP) to enable mobile application development and multimedia services.

OpenCall is a carrier-grade media server that handles the call connections and digital processing required for multimedia content services. It enables the transmission of rich video and advanced messaging dominant in social networking communities.

"Multimedia services are increasing in popularity among subscribers and service providers see significant revenue potential," said Steve Dietch, vice president of marketing for HP OpenCall Software. "To handle the complex new personalized, interactive services, operators need an open standards-based media server that is optimized for video and multimedia."

Available for broadband and wireless networks, the platform allows customers to use interactive voice and video response systems, multimedia portals to video and music, video messaging, video blogging, audio and video conferencing, video sharing, participation TV and personalized video ring-back tones.

"By enabling the personalized, interactive video/multimedia services, OCMP will give operators a more powerful tool to increase customer loyalty and reduce churn," Mr. Dietch said.

The OpenCall platform provides a programming interface that makes it easier for developers to create new services. It supports both 2G for voice and data and 3G for voice, data and multimedia; digital networks; and broadband/Internet for content access.

OpenCall also supports simultaneous voice, data and multimedia services in real-time on IMS networks.

The technology relies on open standard hardware that runs on the Linux operating system. This approach lets operators maximize costs and quickly bring applications to market.

"The new OCMP will make it easier for operators to offer their customers the video and multimedia services they wantâ?¦and so will probably accelerate the arrival of such services," Mr. Dietch said.