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Mobile Web and WAP_Michael Hanley
The document provides an overview of mobile web and WAP (Wireless Application Protocol), detailing how users can access the mobile internet through various methods such as URLs, social media links, and QR codes. It discusses the pros and cons of mobile web usage, including the growth of smartphones and the limited number of mobile-optimized websites. Additionally, it covers the history of WAP, its evolution with WAP 2.0, and the types of mobile ads that can be utilized in this context.
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- 1. Mobile Media andWAP Accessing the Mobile Internet: Mobile Web and WAP Class 10
- 2. Mobile Media andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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 andWAP 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
Editor's Notes
- #4 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”.
- #5 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”.
- #6 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”.
- #7 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”.
- #8 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”.
- #9 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”.
- #10 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”.
- #11 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”.
- #12 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”.
- #13 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”.