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SMS and WAP

Acronyms Defined. SMSShort text message serviceWAPWireless application protocol. SMS. Text messaging service offered as part of 1XRTT suite of digital mobility servicesOperates in the control channel bandwidth allocation of the mobile spectrumDoes not consume voice channel bandwidth160 byte me

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SMS and WAP

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    1. SMS and WAP Brian Soldera/Timo Hiiback BUS5233 Seminar in e-Business November 13, 2006

    2. Acronyms Defined SMS Short text message service WAP Wireless application protocol

    3. SMS Text messaging service offered as part of 1XRTT suite of digital mobility services Operates in the control channel bandwidth allocation of the mobile spectrum Does not consume voice channel bandwidth 160 byte message length Includes headers and text in total Standard functionality in most current handsets

    4. SMS Most carriers offer SMS messaging: Mobile to mobile Mobile to web Web to mobile Offered on either a per message sent basis or on a flat rate (unlimited messages) basis Billed to the originator of the message

    5. SMS Acceptance Penetration rates in Europe higher outside of North America Monthly mobile rates higher in Europe SMS provides a means to communicate free of charge without incurring minutes/usage Bypass of metered access plan arrangements Higher overall mobility penetration

    6. SMS Acceptance More popular with 15-40 age range Effective in noisy environments and or environments were being quiet is a requirement Acceptance of new forms of communication, short forms, methods of data entry Cost mitigation able to spend money on other items

    7. Issues with SMS Awkward input with standard keyboards Shortcuts via: Character sets - :) Short forms - cu l8tr Set based predictive algorithms in handsets Fill in words based upon few characters Not as much an issue with smart phones ie Palm Treo 650 (with character keypads) Interoperability between carriers SMSC interconnections

    8. Issues with SMS 160 Character message length Multiple messages can be parsed together Network equipment vendor pricing policies for some Telcos SMS licensing to carriers priced on a per user basis Carriers cannot cost effectively offer to the entire subscriber base SMS user base inherently limited Critical mass never achieved Other uses being sought to improve business case Ie: OTAPA Over the air set programming

    9. Current Hot SMS Applications Premium SMS Contests For Example: Canadian and American Idol voting Rock Star Supernova voting Subway NHL promotion Established through Industry coordination Short code support and agreement Content aggregators are the coordination point Carriers bill subs., reconcile with content providers

    10. Other SMS Applications Targeted Advertising Usually originated via e-mail Mobile spam? Retrieval of WAP purchased mobile services Ring tones Retrieval URL sent via SMS Purchasing of goods and services Billed by mobile service provider Alternative to e-mail Where computer to computer communications is expensive

    11. SMS Conclusion New applications are driving SMS use Primarily used by youth, younger adults Alternative to e-mail Still a via viable mobile service for carriers, especially premium SMS Character entry is clumsy Other applications such as Push to Talk may replace SMS usage

    12. WAP Wireless Application Protocol

    13. History In 1997 several mobile phone manufacturers organized an industry group to develop standards for wireless applications Intent is to bridge the gap between Mobile Devices and the Internet

    14. WAP Features Wireless Mark-up Language (WML) - Like HTML but adapted for devices WML Script Wireless Telephony Application (WTA) WAP Server Gateway to the web and a transcriber of content to suit set display capabilities Programming Model similar to the Internet -allows researching on a large number of servers each addressed by a universal resource locator (URL)

    15. How WAP works

    16. Success Hundreds of companies supported this initiative. Access to more content from Mobile Devices Access to News / Sports Access to m-commerce from anywhere within network access. Targeted Marketing

    17. Failures/Challenges Industry Low adoption rates Low channel bandwidth, round-trip delays and lack of security. Rendering of application is different depending on the device. Perception that new technologies will make WAP obsolete (i.e. 3 G networks capable of handling large volumes of data and video). Technology champions seem to want to lock their customers into a single gateway

    18. Challenges Industry (continued): Mobile IP and Java enabled phones are working quickly to replace WAP. iMode Internet Web sites have teamed up with NTTs DoCoMo. These alternatives have lower switching costs. Low voltage cellphone batteries Low power processing chips

    19. Challenges / Limitations User Screen size is small -> 6 line display Cell Phones have limited memory Traditional phone keypads are cumbersome. May take many keystrokes to enter information or URLs Restricted use of cursor and button controls Not user friendly Takes a long time to get connected

    20. Conclusion SMS Continues to be popular in certain areas of the world North American acceptance is low Usage limited by handset functionality WAP While WAP itself may not survive, m-commerce certainly will Technology will mature and technical transport and handset related issues will be overcome.

    21. References Condos, C., James, A., Every, P., and Simpson, T. (2002). Ten usability principles for the development of effective WAP and m-commerce services, Aslib Proceedings, Vol. 54, No. 6, 2002, pp. 345-355. Fenesh, T. (2002). Exploratory study into wireless application protocol shopping, International Journal of Retail and Distribution Management, Vol. 30, No. 10, 2002, pp. 482-497. Heinonen, K., and Strandvik, T. (2005). Communication as and element of service value, International Journal of Service Industry Management, Vol. 16, No. 2, pp. 186-198. Kumar, V., Parimi, S., and Agarwar, D.P. (2003). WAP Present and Future, Pervasive Computing, 2003, pp. 79-83. Lai, T.L. (2004). Service Quality and Perceived Values Impact on Satisfaction, Intention, and Usage of Short Message Service (SMS), Information System Frontiers, 6: 4, pp. 353-368. Mallat, N., Rossi, M., Tuunainen, V.K. (2004). Mobile Banking Services, Communications of the ACM, May 2004, Vol. 47,No. 5, pp. 42-46.

    22. References Ramsay, M. (2001). Mildly irritating: a WAP usability study, Aslib Proceedings, Vol. 53, No. 4, April 2001, pp. 141-158. Rettie, R., Grandcolas, U., and Deakins, B. (2005). Text message advertising: Response rates and Branding effects, Journal of Targeting, Measurement, and Analysis for Marketing, August 2005, pp. 304-312. Shih, G. and Shim, S.S.Y. (2002). A Service Management Framework for M-Commerce Applications, Mobile Networks and Applications, June 2002, pp. 199-212. Xu, G. and Gutierrez, J.A. (2006). An Exploratory Study of Killer Applications and Critical Success Factors in M-Commerce, Journal of Electronic Commerce in Organizations, Vol. 4, No. 4, July-September 2006, pp. 63-79. Zhang, X. and Prybutok, V. (2005). How the Mobile Communications Markets Differ in China, the U.S., and Europe, Communications of the ACM, March 2005, Vol. 48, No. 3, pp. 111-114.

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