Wireless application protocol (WAP)
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New Technology Briefing Lee Wrights research and analysis has appeared in Ad Age, Wireless Week and Internet Advertising, and at conferences such as @dtech, Internet World and others.
Wireless application protocol (WAP) Lee Wright Abstract
Keywords: WAP, wireless, mobile, permission-based marketing, location-based services, branding
The increasing popularity of mobile phones and other wireless devices over the past few years has fuelled interest in the concept of wireless Internet connectivity. With Europe and Asia leading the way, devices are becoming more sophisticated, and users can now connect to the Internet without sitting in front of a ‘wired’ PC. The result is the first convergence of wireless connectivity with the power of the Internet. The wireless application protocol (WAP) is a crucial element in displaying content on most wireless devices. As wireless devices and applications grow in popularity, so does the opportunity for marketers. A new marketplace has been created where marketers can use WAP to reach consumers in many new and effective ways. According to a study in WAP-related marketing by AnywhereYouGo.com, marketing industry executives throughout the world recently indicated that wireless advertising will become one of the most important forms of marketing over the next two years. Wireless marketing initiatives enable companies to discover new ways of connecting to consumers, new business models and new business strategies. Companies which embrace the new technology will become leaders in their fields. This paper discusses the opportunities presented by WAP, ways that marketers will implement campaigns for wireless devices, and challenges that will be encountered as the industry changes and grows to meet user demand.
Introduction
Lee Wright President/CEO, AnywhereYouGo.com, 3008 Taylor, Dallas, Texas 75226, USA E-mail: [email protected]
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Wireless application protocol (WAP) is the leading browser-based worldwide standard for providing applications and services to mobile phones, pagers, personal digital assistants (PDAs) and other wireless devices. WAP-enabled device and application development is a rapidly growing industry. Manufacturers like Nokia and Ericsson are working furiously to keep up with consumer demand for products. In addition, development groups like Razorfish and Agency.com are working to create applications that will be valuable to end users. The industry first took off in Finland and Japan, where a large and eager teenage market quickly embraced wireless services such as the short message service (SMS).
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Wireless application protocol
Consumers will depend on wireless technology
WAP provides many opportunities for marketers and advertisers to reach consumers no matter where they are. With the advent of locationbased technology, WAP-enabled applications including advertisements can reach consume
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