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Echo and Janrain Partner to Announce Backplane Protocol 2.0

Backplane Protocol solves a key interoperability problem that emerged when brands started integrating multiple 3rd party web applications like real-time commenting, social login and game mechanics into their sites in order to provide web visitors with a modern, social user experience. Backplane Protocol serves as a “message bus” for social applications, enabling applications developed by disparate vendors to communicate with each other in real-time. The Backplane Protocol is currently in use by some of the largest media companies in the world, including ABC, AMC Networks, Discovery Channel, NBC Universal, Sports Illustrated, The Washington Post, Universal Music Group, USA Networks and WWE.
“Backplane is very important to the healthy growth of the independent, open social web,” said Khris Loux, founder and CEO of Echo, the original author of Backplane Protocol. “In this age of real-time interaction, marketers and web developers are looking to avoid data silos and interoperability issues. Backplane Protocol enables website owners to ensure hot swapability of third party applications. This allows companies to rapidly evolve their websites using the applications of their choice, providing the best experience possible for their users.”
Backplane Protocol builds on proven and popular open standards work by leveraging technologies such as OpenID, OAuth, and Portable Contacts. As a proposed open standard, it reduces the need for companies and independent developers to learn and develop against other vendors’ proprietary APIs.
“There’s rapid innovation taking place that helps brands better engage and form meaningful relationships with their users. We view the Backplane Protocol as a key component in helping organizations leverage these latest developments,” said Larry Drebes, CEO, Janrain. “We are leading the effort to make this an open standard so that all companies are able to take advantage of the technologies that best meet their needs, which we see as a critical building block for the development of the social web.”
For ease of integration, Backplane Protocol can be quickly added to any page, application, or login system using a little bit of JavaScript, reducing time to market and costs in website publisher deployments.
“Universal Music Group is a leading innovator in utilizing social technologies to create more engaging experiences for our fans,” said Lee Hammond, VP of Digital, Interscope/Geffen/A&M. “As the Backplane Protocol matures, we expect it to help us to quickly integrate best of breed solutions while also reducing cost and getting us to market faster.”
The list of application providers that currently or plan to support the Backplane Protocol include: Echo, Janrain, 500 Friends, Arktan, Badgeville, BigDoor, BunchBall, Crowd Factory, Envolve, JetJaw, Livefyre, Realtidbits, Stocial, and Tokbox. Echo and Janrain also operate Backplane servers as a service and provides clear instructions for how any company can set up their own Backplane server.
About Echo
Echo provides a real-time platform that enables the rapid implementation and scale of applications for social TV, social music, social news, social sports and social commerce. Brands can leverage the Echo platform to transform their static websites into real-time experiences that significantly boost website traffic, increase user engagement, and drive more revenue. A leader in the space, Echo currently serves over 1 billion streams per month for brands including ABC, AMC Networks, Discovery Channel, ESPN, NBC Universal, Showtime, Sports Illustrated, The Washington Post, Universal Music Group, USA Network and WWE. To learn more, visit

About Janrain
Janrain helps organizations succeed on the social web with its user management platform, a solution to improve user acquisition, engagement and intelligence. With Janrain, you learn more about your users when they login or sign up with an existing identity on a social network such as Facebook, LinkedIn or Twitter. Then you can store that social profile data and use the information to launch more targeted campaigns or serve more relevant content. Additional components for sharing, invite friends, and gamification bring more users to your site and reward brand advocates. Janrain customers include leading brands such as Universal Music Group, MTV Networks, AMC Networks, Ning, Kodak, NPR, Sears and Citysearch. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082 or visit

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