Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
1. Mobile Media and WAP
Accessing the Mobile
Internet:
Mobile Web
and WAP
Class 10
2. Mobile Media and WAP
SMS
MMS
Email
A Mobile Campaign
(Mobile, Mobile Enabled)
Image
Recognition IVR
Internet
Mobile Web
Bluetooth
Talk
Ways to Interact With a Mobile Phone
and
Distribute Mobile ContentGPS
Talk to Text
6
Location/GPS
Apps
3. Mobile Media and WAP
What is the Mobile Web?
The Mobile Web is a channel for delivery of
web content, which offers and formats
content to users in awareness of the mobile
context. The mobile context is characterized
by the nature of personal user information
needs (e.g., updating a blog, accessing travel
information, receiving news updates), the
constraints of mobile phones (i.e., screen
size, keypad input) and special capabilities
(i.e., location, connection type such as 3G or
WLAN).
4. Mobile Media and WAP
Ways to Access the Mobile Web
• User inputs URL
• User clicks link in ad,
message, or on website
•Link may be text
or image
• Links from social media
• Email
• Mobile search
• Mobile video
• QR codes
• Audio ads
• Voice activated
5. Mobile Media and WAP
Pros & Cons of Mobile Web
Pros
• Growth of smartphones – 55% of US users
• Nearly half of Internet access is mobile
• Social media sites
• Desire to access the Internet
• Able to search easily
Cons
• Only 10% of websites are “mobile optimized”
• Feature phone users have bad experience
• Data plans cost increases
• Mobile commerce still in infancy
• Fear of spam
6. Mobile Media and WAP
What is WAP?
Wireless Application Protocol (WAP):
“An open international standard
for applications that use wireless
communication. Its principal
application is to enable access to the
Internet from a mobile phone or PDA.
Can be used to deliver content to
mobile devices.
7. Mobile Media and WAP
History of WAP
• WAP's development began during the early 1990’s
• During this period Nokia and Ericsson were
interested in providing such sophisticated
technologies to gain a competitive advantage in the
mobile information market.
• In 1997 the WAP forum was founded. The forum’s
main aim was to bring together the various
technologies by a standardized protocol.
• WAP is a collection of various standards used when
developing wireless systems. It is not a single entity.
8. Mobile Media and WAP
History of WAP
Before WAP, mobile service providers had limited
opportunities to offer interactive data services, but
needed interactivity to support Internet and Web
applications such as:
• Email by mobile phone
• Tracking of stock-market prices
• Sports results
• News headlines
• Music downloads
9. Mobile Media and WAP
Uses for WAP?
WAP Site
A website that is specifically
designed and formatted for display
on a mobile device.
Often used by a company for their own
content, material, etc.
WAP 2.0
• A popular format of choice for mobile web.
• Relies on a new standards more in line with Internet.
• Using xHTML, mobile carriers, content providers and
media companies can present content and functionality
in more robust formats via faster wireless technologies.
10. Mobile Media and WAP
Which is Best – WAP or Web?
WAP/Mobile Web
Using XHTML – a variation of HTML – for mobile Web
access, WAP 2.0 has been available on most feature
phones since 2004. Since the launch of iPhone, most
smartphones have browsers that support HTML.
WAP 2.0 provides a mobile experience much closer to a
desktop and laptop Web experience than the original
WAP standards did, but it is still different enough that a
WAP experience and Web experience will not be exactly
the same.
A WAP user experience can be close to what you get
with a basic mobile app. WAP does not have access to
the mobile phone’s features like an app does, but it is
still a good back-up plan for users without
smartphones.
11. Mobile Media and WAP
WAP Advertising - Google
WAP-enabled devices let people browse mobile
websites that are specifically designed for small mobile
devices.
WAP mobile ads come in two varieties: text ads and
image ads.
WAP mobile text ads: These ads have two lines of text,
with as many as 12 or 18 characters per line, depending
on the language you use. Your website URL appears on
the third line, if you want to enter one. You can also add
a "Call" link that allows customers to call you directly
from your ad.
WAP mobile image ads: These ads look like whatever
image file you've uploaded.
12. Mobile Media and WAP
WAP Advertising Formats
M o b i l e M a r k e t i n g A s s o c i a t i o n
M o b i l e W e b B a n n e r ( “ W A P ” ) A d v e r t i s i n g S p e c i f i c a t i o n s
O v e r v ie w o f W A P a d v e r t is in g u n it s
T e x t L i n k
G r a p h ic B a n n e r s
G r a p h ic B a n n e r w i t h T e x t L i n k
13. Mobile Media and WAP
11
Pros & Cons
• Can access WAP site or full Internet
• Allows for “learned interactivity” from computer access
• Broadband enables a better use experience
•Publications migrating to smartphones and iPads.
WAP/Web Ad Examples
Hinweis der Redaktion
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.