Computer software and hardware for developing, integrating, deploying, executing, and managing multimedia applications, including voice, video, and/or data applications; computer software and hardware for providing an integrated web- and telephony-based environment for defining and deploying multimedia services; computer software and hardware for providing a graphical user interface to define multimedia services, including services for use in a telephone system; computer software and hardware for providing a graphical interface that enables drag-and drop generation of CCXML call flow documents as well as VoiceXML dialogs associated with an application; computer software and hardware for providing a framework for generating call control and voice applications; computer software and hardware for generating multimedia applications in a generic format that can be converted into any of a number of formats, including CCXML and VXML; computer software and hardware for providing a protocol adaptation layer with rules and scripts for modifying inbound and outbound messages