In July, communications company BT bought a Silicon Valley start-up called Ribbit for a reported $105 million. Ribbit is a telephone platform that lets developers use their Application Programmers Interface (API) to add click-to-call functionality to the developer's internet applications. The Ribbit platform bridges the gap between the open world of the internet and existing networks.

How does Ribbit do it? There is a Smartswitch, a multiprotocol, carrier-grade, Lucent-certified, Class 5 soft switch, with software used to route calls and perform functions like forwarding calls. A Class 5 telephone switch supports multiple combinations of signaling protocols - SS7, GR 303 and PRI. Ribbit Smartswitch communicates seamlessly with nearly every device. The Ribbit API abstracts the protocol inter-communication for VoIP like Skype, mobile phones, traditional land lines, email, SMS, and IM. It can even handle the IM voice protocols of services like MSN, Yahoo, Google Talk, and others.

At the Adobe Max conference, Ribbit launched its programming platform for developers. We met with Chuck Freedman, director of developer platform at Ribbit, to find out about its fit with Adobe Flex and Flash 10.

Freedman said that Ribbit's API is currently optimised for Adobe's Flash/Flex platform because Flash is in an estimated 98 per cent of the world's computers. He claims that building in Flash and using Ribbit's API calls eliminates much of the complexity voice applications often pose for developers. This gives developers a shorter application development cycle. 
 
Ribbit's API has all their necessary programming calls clearly explained. Its API Pocket Guide is an impressively simple tool. We could follow the programming logic without spending hours poring over hundreds of pages in a developer's manual.

Pricing for Ribbit is a series of escalating charges depending on usage. There is no charge for a developer to download the necessary tools and build an application. The charges do not start until the developer brings its application online with customers. Ribbit's website has a price calculator so developers can fully understand cost factors.

Sliderocket is integrating Ribbit into its Flash-based presentation solution to allow one-click calling from its presentation environment for live interaction and voice collaboration. Mitch Grasso, CEO of Sliderocket, says that in addition to making great presentations in Sliderocket, Ribbit lets users have a one-click phone call embedded into their web presentations. This quickly connects the audience to a knowledgeable real person.

Freedman's team of developers used their Flash Toolkit to build a one-click addition for Salesforce.com. They linked enterprise mobile voice communications and Software as a Service (SaaS) business workflow, so users are only one click away from their clients.

Oscar Chiarella, Account Manager, Sacramento Bee, said that the setup Salesforce.com one-click took only minutes and all the features were usable immediately. Chiarella really likes his voicemail converted to text and stored automatically in his clients' Salesforce.com file. Then, he can share messages with colleagues, store them for reference or reply with a call. Chiarella says that if he is in a meeting his voicemail converted to text means he can check them visually without having to call and retrieve the messages, which can be impractical or impossible.

Freedman explained about the Killer App Challenge with its $100,000 first prize. He said that the company is looking for the kind of apps that will improve interactions between business and user, help brands better interact with their audiences, and evolve social networking into the next level of essential communication.

There are many unanswered questions about abilities of those many thousands of signed-up Flash developers who will actually sell their services to clients. We know first-hand the effort it takes to develop applications for multiple clients, each in a different industry. That means the developers need to understand how to create a suite of applications that can have just a few changes to fit a different vertical market. Thus they won't have to write a different app each time. Ribbit's approach is a big step forward.

Another unanswered question is how well BT will execute its side of the bargain. BT has always been good at promises, but short on execution of its grand vision. A perfect example is its 21CN plan, which was launched in 2005. It was supposed to be a new approach to the network, and a telephone platform that would enable new services and seamless bandwidth. The 21CN plan included a platform that allowed developers to embed voice into internet applications. That platform still exists, but is anyone using it? One cynic who wished to remain anonymous said that BT has never deployed a functioning computer project because it is still at heart a telegraph company.

We will watch Ribbit and BT over the coming months as they push their way into multiple communications markets. We will let you know about their progress. X