Ribbit's software, which is a cloud computing application that uses the Web as its foundation, lets programmers duplicate land-line and mobile phone calling features for Web sites. The idea is to add a voice communication element to sites that goes beyond e-mail or instant messaging, allowing users to hear their contacts.

Before BT acquired Ribbit, a programmer used the open Ribbit APIs to build Ribbit for Salesforce, which lets users integrate voice mail and messages into their workflow and update computer records by phone. Users can call in to the application and view task lists and agendas, or even initiate an entire approval process from their mobile phones, among other features.

That successful integration in April was a proof point to show BT that the Ribbit approach works for businesses. Ribbit can now leverage BT's broad footprint to take its platform to a wider audience, which is what it hopes to do at Adobe Max, which is geared for Web developers.

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