So, advertising the uproar over the last year in the telecom world around WAP-technology gradually subsides, and it is possible to deal with it the phenomenon objectively evaluate the position and competitiveness and attractiveness to the user, as a mass, and corporate.
Let us recall how it all began
In the mid-90s, when mobile communication established in the telecommunications market and began to attract not dozens, but thousands of subscribers, it became obvious that, by analogy with a wired connection to the subscriber can be offered by the data service. At first, as these were considered classical applications. This opened a new service operational delivery of information in the mobile sector telecommunications market, allowing operators to predict the increase in traffic. In the first stage when connecting a desktop or laptop PC features the role of CT was limited to a modem. However, history would have it, the explosive demand for mobile communications has coincided with the beginning of the expansion of the Internet across countries and continents. Thus, the idea of going online with your mobile phone in the air and was quickly implemented. Follows quite naturally, a step the major players in this sector of the market had hoped to offer as a service to Internet access directly from the CT, which thus becomes a mobile terminal. However, in the presence of tiny screen and limited memory capacity and processor standard WEB-page on the screen in a readable form of CT could not be located. Initiators of active promotion of Data Services - equipment manufacturers that did not stop. They used a standard marketing procedure - proposed technology (WAP), which was to be convincingly presented as the operators and subscribers. Assessing the funds invested for this time in an advertising technology company, with implicit consumer sprosom1, one could argue that while it has a key role. Operators, in anticipation of explosive growth in traffic, similar to wired networks, readily joined in this game, hoping to increase revenue with minimal investment. But the producers were significantly sagacious - WAP at a rate of 9.6 kbps is limited demand. Therefore, subscribers and operators to improve the access speed will have to buy new equipment, the first terminals, a second infrastructure elements, both programmatic and apparatnye2. True understanding of the operators, and the more subscribers come much later. In the meantime, the industry began to untwist marketing flywheel. That's already got the first microbrowser (WAP-browser), it suggested that an American company Unwired Planet, then Phone.Com. In 1997, the company became one of the founders of the Association of WAP Forum, whose main objective was the introduction of WAP as an industry standard. During its development has been tasked to deliver interactive information to mobile terminals. "We look at WAP, as a great opportunity to provide the user with access to a wide range of services and information," said at the beginning of 1999 Ian Germer, vice president of Vodafone's marketing. However, the fate of WAP from childhood was not easy. This is due to the contradictions of the world for mobile communications (minimization in all directions) and the world of the Internet, whose content is always complicated. Note that only in May 1999, Microsoft announced its accession to the WAP-Forum, reluctantly, reluctantly teeth (remember the MS Pocket Internet Explorer for Windows CE-compatible handheld PC) 3. An update is likely the first commercial version of WAP 1.1 was introduced in June 1999 and has been singing analysts and experts. At the beginning of 1999 were published by research company Strategy Analytics, who argued that the demand for CT, supporting WAP, will grow like mushrooms after rain. Then, in 1999, clearly warming up interest in the market, "independent" experts suggested this assessment: "By 2003, only in the U.S. and Western Europe the number of mobile terminals that are compatible with the specification of WAP, will reach 525 million." They were echoed by Chuck Parrish, vice president of WAP-forum: "In the third or fourth quarter of 1999 we will witness the beginning of the triumphal march of products and ST compatible with WAP-technology." And a sweet couple has formed - the manufacturers have joined the operators who dreamed increase traffic naturally through WAP.
The Poor WAP-e Say a Word
Today, the number of optimists reduced. Since the company Cahners In-Stat Group believes that Wi-WEB enjoyed mostly for news and stock quotes, as most WAP-pages of subscribers are not actively being downloaded. Experts and analysts who foretold the success of WAP in 2001-2002, forced to postpone a favorable forecasts for more distant times. Judging by the report, Frost & Sullvan (code 3665), the total income of the sector data mobile users in 2005 could reach 15.6 billion dollars Experts Nokia is even more optimistic - in the middle of the decade on the planet will be more than 1 billion mobile subscribers, and much of it will have mobile terminals with multimedia capabilities. Thus, the favorable forecasts and a cold shower today. As acknowledged by Scott Goldman, chief executive officer WAP Forum, "... we reached the top of disappointment, and now comes to consumer awareness of reality." Indeed, on one hand the speed of content delivery is clearly insufficient, but "in the 3G speeds, most users do not absolutely necessary." Since the expert said Frost & Sullivan, Jan Rolands. Market sector, which has so far conquered WAP, small, and in Russia just microscopic. However, European operators are not even the first series - Eurotel Praha, Polish PlusGSM provide connectivity protocol WAP, in Slovakia, Eurotel has implemented electronic payment system based on WAP v 1.1. In Western Europe, is clearly a trend decline in interest mobile network operators to provide WAP-services. As long as mobile subscriber data delivery service as a no interest, adequate advertising of the wave that lifted the media to "request" of equipment manufacturers. Today, the media rushed to the other extreme - WAP, is represented as a fresh-baked, but totally unfit for human consumption pie. Mobile Internet unpopular; stillborn WAP ", etc. headlines are filled with pages of publications competing for the role of experts in the field of telecommunications. In fact, with the hype around WAP - overdone, "merit" in this and the equipment manufacturers and operators and service providers. It is their assessment and opinions zombie most analysts and experts. But the point here is not limited speeds. Subscribers understand that WAP was not meant to replace the HTML-based Internet and PC. Its market niche for the mass subscriber is limited to: text information (today) and a range of financial services (in the future). For example, MTS in early 2000 formally planned that the results of I quarter the number of subscribers who have paid for the service WAP, to reach 15000. In reality this figure the company could only be achieved by year end. In addition to the absence of CT, with support for WAP, for subscribers was not prepared an adequate content, which is not even close to lying to the Internet classic. It's time to admit that the possibility of WAP over limited, most likely, this is a small part of the services of cellular networks 3G. Let's not forget about the cost of on-line minutes. But insolvency WAP as a technology to speak, at least, premature. Firstly, it is a baby who has just got to his feet. Like any high-tech product, it will take time enough to remember the history notebooks, cameras - is the opinion of one of the leaders of Scott Goldman, WAP Forum. Today this baby more than 170,000 nurses and caregivers. Programmers of many companies create business applications (e-mail access, databases and inventories, etc.), entertainment (games, chat rooms ...), location services (advice on the shortest path, taking into account actual road conditions) and of course products for applications such as E-commerce, e-billing. If we speak objectively, the number of WAP-applications today is quite in demand. First, work with e-mail. For example, technology Lexicos based on WAP is available with interfaces such as Java, HTML and the "Handheld". At present, access to WAP-CT provide well-known portals such as Yahoo, SkyGo, Airflash. What is available to subscribers? First of all news channels, the economy, and sports. Information sections: the weather, entertainment, calendar of plane / train, the service "yellow pages". Well-known Russian WAP-portals note wap.aport.ru company Agam. Its search engine performs Aport WAP-search - perhaps to find the desired site. Created a search engine wapmap.com, the developer - a German company metascout.com.To search the network owner of CT is to type the appropriate Web-address where there is a search engine. In 2000, WAP-Forum adopted the specification WAP v 1.2 - now has a "Push" technology, and subscriber authentication, and is available 128 bit or higher encryption key. The latest specification extends the capabilities of the WAP service in the field of finance. In this direction work, and manufacturers. Nokia and Ericsson with the support of Hewlett-Packard and IBM have entered into with Visa Int. agreements on the development of a secure payment system using CT - should be developed "mobile e-wallet." Release of CT that support this version is scheduled for mid-2001, other sectors - mobile advertising on the basis of WAP today are not as attractive (advertising revenue minimum). Modern multi-media online advertising requires data rates of 100 kb / s, and text advertising today seems archaic. And if the European experts expect a growth of activity in this sector in 2002 (linking it with the introduction of networks 3G), then Russia's mobile advertising, the prospect of a more distant, and yet so real. The introduction of WAP, and put the question of the effectiveness of tariffs. How to pay for the WAP-connection? If initially assumed tariff adopted by Kbytes, and is today considered a classic time-based scheme, as well as options for a monthly fee with unlimited WAP-access. And yet today, WAP is the first very imperfect version of the services for 3G. It may be objected that there is a striking success online service in Japan (NTT DoCoMo - i-Mode). However, Internet users, for the first time almost colliding with WAP, experienced as doubt and disappointment. The sheer quality of services - a moot point, do not forget about the defective graphics. Shroud of luxury PR-promises subsides and the reality is considerably more modest - a black and white text mode brings us back to the era of the Internet the primary, which most fans of modern web did not even know. Leif Persson, Director of Research Center Intel's wireless technology, commenting on the first year of life WAP, suggested that: "those who sought to sell WAP, as mobile Internet, were in a stupid position. User immediately realized that the PC and ST are designed to address various problems ". He believes that WAP will be useful for working with voice mail, and compare the prices of goods in the neighboring stores. A main conclusion is obvious - for mass subscriber WAP until claimed. It is extremely important that in parallel with developing WAP and other technologies. Today is a real competitor WAP, especially in the U.S., this technology is Web-clipping. True it may be used only by owners of Palm-compatible handhelds. A lot of hope as operators and content providers associated with an increase in band mobile channel. But the transition to 2.5G technology is one aspect. Subscribers and corporations, today, acquiring CT supporting WAP, the majority are unaware that for high speeds have to purchase a new CT (for example, work on the technology of GPRS). Obviously, the informed callers while waiting. I note that to ensure proper service from the operators will require additional investment, and considerable.
It's time to rethink the WAP-application?
It seems the main issue to be solved now WAP-industry - "Who are aimed WAP-services?". For the mass user or corporate customer? If at first base rate was made on an individual subscriber, and only in the long term corporate goals were considered, the situation has changed. And the marketers and developers have come to the conclusion that the main role of WAP - the basis for implementing enterprise-oriented applications to exchange data with mobile terminals. Probably, the main consumer of this sector - the corporate market business. That is where will appreciate the mobile data transfer: Here and Now. WAP at higher speeds will successfully used it in the enterprise applications - then users will quickly adapt to new technology, since immediately appreciate its main advantages: a simple, quick access to exactly the data that are needed. But today, most applications, it is the standard WEB-applications that are adapted to wireless technologies. And only a small part designed to meet the "Wireless" - a mobile philosophy.That's why most of the applications so far are not specific to WAP. Both operators and service providers should realize that WAP is nothing more than a software interface that allows owners of PT have access to various applications, in particular to the WEB-server. Obviously, there are mobile applications, which, by their nature are different from applications sold on the PC. "The point is not in the data transmission capabilities, but the ability to run business applications from a remote device" - an opinion of Scott Bloomfield, president of Centura Software, has visited Moscow in the summer of 2000, he believes that if you have static content, using WAP is inappropriate. But if the business process is built on dynamic content, WAP will implement an operational mode. The notion of mobile media - not just getting data to the mobile terminal, but, conversely, with the help of a mobile terminal to transmit data to the processing center, or to another mobile terminal. Bloomfield and Scott is convinced that mobile information - that is, information of business processes. But the main problem is that it's time to turn the paradigm upside down - Pocket PC, ST, and software is only a means to change the psychology of the most important task today, people involved in business processes with mobile data. Of course, mobile data - a new market sector. His potential customers - logistics, service delivery, etc. Apparently WAP can provide dynamic control of data, which is why the organization of services is reasonable to identify this class of data, delays in the receipt of which may give rise to production problems. Naturally the individual user, such information does not work. Thus, the model should be created to cover different groups of corporate clients. However, most standard software for the synchronization of mobile terminals do not know how, since the establishment has been focused on the individual subscriber. New technology based on WAP will change the business process itself. Probably this is one of the areas where no alternative WAP prove its necessity. Success will come to a WAP only when application service providers come to understand that this is a new way of building business processes and offer new, just-focused services. Many experts are beginning to realize it. So, senior analyst Tim Sheedy says IDC: Mobile Internet, it is not GPRS, UMTS, WAP, but it is those applications that use these services. Moreover, until there is mobile applications, services, third-generation will be redundant. " Funny, but all these applications share a common condition - the desktop PC today for their implementation is useless. New business models need to compensate, but rather to eliminate the contradictions of the world of mobile and Internet world. For Internet users, accustomed to the rich multimedia content, familiarity with the WAP was the revelation experienced by the modern motorist when visiting the museum's auto technology, which displays "Victory" and "Emka. Another feature - the specificity of CT compared with the PC. So for the subscriber simply select from a menu what type it on a keyboard similar to the PC. An optimal application with all the "little things", to ensure its scalability with respect to the subscriber terminal - only under this condition the user to quickly learn and begin to actively enforce a particular product. Appropriate to recall the report in London research firm OVUM. Its authors have formulated for WAP-business the following recommendations. Intensive to implement new applications and services, consider a system of payment for the transaction, and in some cases to determine the fee for connection to the portal, to find effective methods of advertising and e-commerce. Indeed, the issue of charging of WAP-services is one of the key. For example, Eurotel (Czech Republic) introduced two time-based rate: 3.3 and 1.0 CZK depending on time of day. However, for business, as opposed to an individual subscriber to the forefront the problems of security and confidentiality. At first, WAP does not provide secure transactions, which is necessary for transmission of confidential information and for use in CT systems, e-commerce. At present, WAP has certain security features based on technology WTLS (Wireless Transaction Layer Security), based on a standard protocol TLS, WIM (Wireless Identification Module), and supporting public key infrastructure (PKI).So the company Jinny (www.jinny.ie) offers a gateway based on WTLS, which provides protection at the level of Class 3 and 128-bit encryption. About the versions WAP v 1.2 and its possibilities, we have already mentioned. In the active work on creating business applications with WAP support for corporate clients including companies that specialize in the production of software. So the company Lotus, a member at IBM, in 1999 spoke of creating software to support mobile users. As part of the company Lotus Mobile Notes offers a solution - Domino Everyplace Quick Start, which allows enterprises using products such as Domino and Notes, to provide access to their mobile employees and customers to corporate and personal information with CT, which supports WAP. Everyplace Quick Start allows you to create and define the content of individual mobile portal. Subscribers may e-mail, personal calendar, to-do list, address book. The user can also connect any application to your Domino server, mobile portals. Further expand opportunities for access to information from mobile devices, if the Domino server is connected to relational databases and ERP-systems. The family of servers, Lotus Domino Everyplace also includes Domino Everyplace Sync Server, which enables mobile users to synchronize data stored on the Domino server with wireless devices running on platforms Win CE, Palm OS and others. Domino Everyplace Enterprise Server will create business applications for mobile terminals. Novell partnership with Syclo developed Info Manager for GroupWise, which provides wireless access to WAP-store messages. Same Nokia offers WAP-server, aimed at the corporation, or the operator. Naturally, in the way of enterprise applications, a barrier, sometimes very specific. Since WAP-browser installed in different CT manufacturers are not universal. Naturally, each WAP applications offered on the market, should be tested on all models that support WAP. Can do it only for big companies and makes mass production applications. In this issue, there is an obvious way out - set in the NT software known manufacturer. Along this route came Benefon, which has equipped its new product - a model of business-class Q is MS Mobile Explorer. Incidentally the latter supports both WAP, and HTML.
WAP with a Russian accent
Domestic WAP primarily Moscow and St. Petersburg. For example, WAP-site of the "Bee Line" contains a dozen chapters. Project leader BEELINE-WAP Sergei Donchenko states: "Attendance of our WAP-site is growing rapidly. So the average number of hits for November amounted to 34,352." But the most popular (26.3%) in the second section, where the subscriber is a fresh anecdote. A financial unit site has minimal traffic. Among the reasons for potentially low demand for WAP in Russia, noting: