IVR, or Interactive Voice Response, automates the interaction (retrieval and input of data) with a database, typically through the use of a touch-tone (DTMF) telephone. More recently, an increasing number of IVR applications are using automated speech recognition (ASR) as a more convenient and safer method of automating database interaction, especially for mobile (wireless) applications. IVR can accesses one or more resident database during the call, with today's more sophisticated IVR applications accessing data on the Web, through Web Services. Generally, IVR saves business time, money and employee resources by automating routine services and inquiries, while at the same time making these services also available 24 hours a day.

Regardless of the type of telephony application, most require some type of IVR functionality during the call. For example, a prepaid calling application uses IVR to request for a PIN and the destination number; a unified messaging application uses IVR to request for a voice mailbox extension or a fax number; or a conferencing application uses IVR to request for a conference ID and password. In each one of these, and other similar instances, IVR is at the core of the application automating the retrieval and input of data. The fact that IVR is so ubiquitous in almost all telephony applications is a key reason why OmniVox3D, an IVR Application Server, is the foundation of thousands of applications, answering hundreds of millions of calls in 95 countries, at over 15,000 installations, including more than 250 leading network operators and service providers.

In addition to the applications mentioned above, during a typical day, most of us use some type of IVR application. Whether it's to check bank balances or transfer funds, manage credit cards, order prescription medicine, verify flight information or check for store hours or locations, IVR is used instead of human interaction, though an option might be offered to be switched from the IVR system to a live operator. IVR is also used to automate student registration, scheduling appointments, reporting problems to utility companies, and ordering pay-per-view movies from cable companies. Additionally, IVR systems can integrate text-to-speech (TTS) functionality, thereby delivering dynamic information as well, such as weather, news, traffic and stock reports.

More recently, with the growing implementation of 3G networks, Video IVR, or Interactive Voice/Video Response (IVVR) has become a hot topic of conversation. Video IVR is similar to IVR with the addition of a real-time video stream to further enhance the user experience. However, one of the prerequisites for being able to access Video IVR is a video-enabled terminal, which in most cases is a mobile handset.

A key advantage of Video IVR, as implemented by APEX, is that all the application logic is placed on the OmniVox3D IVR Application Server. In some ways the terminal could be seen as the ultimate thin client. From a compatibility point of view this means that a Video IVR application needs to be developed only once for it to run on all 3G handsets. This is in marked contrast to delivering applications as Java applets which can require over 200 different builds to cater for all the different handsets.